Study guide for MM2711
Lecturer Dr. Jackie Tam Office M856 Telephone 2766-7951 E-mail jackie.tam@polyu.edu.hk Consultation Hours Tuesday 2 - 4 pm or by appointment Learning Outcomes Analyse diverse market situations and identify marketing opportunities and threats Apply marketing theories and models to practical marketing situations Evaluate ethical issues from a marketing perspective and suggest appropriate actions Analyse and / or suggest ways to create value in goods and services and deliver these to customers Critically select and manage information, develop and present coherent arguments on marketing issues Continuous Assessment Component consists of a. In-class participation (lecture tutorial) 10 marks b. Individual essay 15 marks c. Group project presentation (1) 5 marks d. Group project presentation (2) 20 marks (5 marks for individual and 15 marks for group) 50 marks Lecture Topics and Readings Topic 1 Introduction to Marketing - What is marketing - Designing a customer-driven marketing strategy Reading Kotler, Armstrong, Ang, Leong, Tan Yau chapter 1 Topic 2 Sustainable Marketing Social Responsibility and Ethics Sustainable marketing Societal marketing and marketing ethics Reading Kotler, Armstrong, Ang, Leong, Tan Yau chapter 20 Topic 3 Company and Marketing Strategy - Company-wide strategic planning - Marketing strategy and the marketing mix Reading Kotler, Armstrong, Ang, Leong, Tan Yau chapter 2 Topic 4 Marketing Environment - Companys microenvironment - Companys macroenvironment Reading Kotler, Armstrong, Ang, Leong, Tan Yau chapter 3 18 Topic 5 Consumer Markets and Buyer Behavior - Model of consumer behavior - Characteristics affecting consumer behavior Reading Kotler, Armstrong, Ang, Leong, Tan Yau chapter 5 Topic 6 Business Markets and Buyer Behavior - Business markets - Business buyer behavior Reading Kotler, Armstrong, Ang, Leong, Tan Yau chapter 6 Topic 7 Market Segmentation, Targeting and