MARKETING (MKTG 101)

AIM

This course introduces marketing as a disciplined and rigorous managerial process. It provides students with a framework they can use to analyse business opportunities and to develop the appropriate marketing strategies to exploit those opportunities or to grow existing businesses.
  • COURSE DESCRIPTION
  • ROLE IN CURRICULUM
  • LEARNING OUTCOMES
  • STUDY PLAN
  • TEACHING METHODS
  • ASSESSMENT AND GRADING
  • TEXTBOOKS AND REFERENCES

COURSE DESCRIPTION

This course teaches what marketing is, how marketing strategy is integrated into the overall strategy on an organisation, how consumers and businesses make buying decisions and how the elements of the marketing mix are pulled together to deliver value to the customer.

The key overarching objective, however, is to help students develop the analytical, critical thinking, communication and teamwork skills that are critical for corporate as well as entrepreneurial careers.

Working in teams, students will gain hands-on experience in evaluating new business ideas and relatively new business ventures by analysing pitches made by entrepreneurs to potential investors.

The business pitches are analysed from a marketing/financial/ business standpoint (the matter) and in terms of the manner and method in which the ideas are pitched.

Credits: 3

Lecture Hours: 45
Self-Study Hours: 

  • Reading/video viewing 40 (186 pages & 3 videos of 20 minutes each)     
  • Review 25 (two live case studies, one major live case study)
  • Assignment 25 (one 15-minute video, desk research, analysis, team discussion, writing)  

Total Study Hours: 135

ROLE IN CURRICULUM

Prerequisites

There are no prerequisites for this course.

LEARNING OUTCOMES

On successful completion of this course, students should be able to::

1.  Knowledge

Level of Learning PLO CLO Learning Outcome
Understand PK1 CK1 Identify relevant design (product and process), sustainability, and ethical concerns associated with marketing planning, implementation, control, and evaluation.

2.  Cognitive Skills

Level of Learning PLO CLO Learning Outcome
Analyze PIP1 CC1 Analyse and discuss the means through which firms organise their marketing efforts across a broad range of business contexts;
Apply PIP1 CC2 Use qualitative and quantitative tech- niques to help marketing managers understand value from the perspec- tives of target markets whose percep- tions and preferences vary;
Evaluate PIP1 CC3 Assess the marketing, sales, delivery, and customer service and their integration with other business functions (e.g. accounting, finance, operations) to create, capture, deliver, and sustain value across markets their organization serves.

3.  Communication, Information Technology, and Numerical Skills

Level of Learning PLO CLO Learning Outcome
Apply PICT4 CCIT1 Present ideas logically and persuasively

4.   Interpersonal Skills and Responsibilities

Level of Learning PLO CLO Learning Outcome
Apply PIP2 CIP1 Work effectively in a team. Work in a team to analyse and report on a business pitch.

 

STUDY PLAN

The course targets the 30 lessons in the study plan below. Each lesson is 1.5 class hours each; there are a total of 45 class hours. The study plan below describes the learning outcome for each lesson, described in terms of what the student should be able to do at the end of the lesson. Readings should be done by students as preparation before the start of each class. Implementation of this study plan may vary somewhat depending on the progress and needs of students.

 No Lesson Learning Outcomes Teaching and Learning Activities, Assessment
 1

Introduction to Marketing

  1. Describe the course learning outcomes and assessment
  2. Define marketing, appreciate its critical role in an organisation and identify all the steps in the marketing process. (CC1)
  3. Discover the importance of understanding customers and the marketplace, and identify the five core marketplace concepts. (CC1)

Lecture Discussion Reading: Chapter 1

– Managing Profitable Customer Relationships
2

Argument Mapping Business Pitch Analysis

  1. Implement argument mapping as a conceptual  tool to analyse/structure arguments found in business situations. (CC2)
   Group Analysis of a business pitchGroup work on argument mapping Reading: Argument Mapping Business Pitch Analysis(refer to lecture notes)
3

Model of Marketing Process

  1. Identify and develop the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy. (CC1)
   Lecture DIscussion Group work on how the marketing process applies to a local live case study Reading: Chapter 1 – Managing Profitable Customer Relationships Kotler, Kartajaya & Setiawan, Ch. 4 Scott, Ch. 1 & 2
4

The Marketing Process and the new Marketing Landscape

  1. Discuss customer relationship management, and identify strategies for creating value for customers and capturing value from customers in return. (CC3)
  2. Identify the major trends and forces that are changing the marketing landscape in this age of relationships. (CK1)
     Lecture Discussion Group work on how the marketing process applies to a local live case study Reading: Chapter 1 – Managing Profitable Customer Relationships Kotler, Kartajaya & Setiawan, Ch. 4 Scott, Ch. 1 & 2
5

Company & Marketing Strategy

  1. Explain companywide strategic planning and its four steps. (CC3)
  2. Discuss how to design business portfolios and develop growth strategies. (CC3)
   Lecture Discussion Group work on how the strategic planning is practiced in a local live case study Reading: Chapter 2 – Strategic and Marketing Planning, pp. 39- 57 The Marketing Plan, by Chernev, Ch. 2 & Appendix A
6

Company & Marketing Strategy

  1. Explain marketing’s role under strategic planning and how marketing works with its partners to create and deliver customer value. (CC3)
  2. Identify and develop the elements of a customer-driven marketing strategy and mix, and the forces that influence it. (CC3)
   Lecture Discussion Group work on how the strategic planning is practiced in a local live case study Reading: Chapter 2 – Managing the Marketing Effort and Return on Marketing, pp. 59-63 Chernev, Ch. 3
7

Company & Marketing Strategy

  1. Identify the marketing management functions, including the elements of a marketing plan, and discuss the importance of measuring and managing return on marketing investment. (CC1)
 Lecture Discussion Business Pitch Analysis Presentation no. 1 Reading: Chapter 2 – Managing the Marketing Effort and Return on Marketing, pp. 59-63 Chernev, Ch. 3
8 In-class test review In-class test review
9 In-Class Test no. 1 Business Pitch Analysis Presentation no. 2
10

Marketing Research

  1. Discover the importance of information in gaining insights about the marketplace and customers. (CC1)
  2. Define the marketing information system and discuss its components. (CC1)
  3. Identify the steps in the marketing research process. (CC2)
 Lecture Discussion Group work on how the Marketing Research process is practiced in a local live case study Reading: Chapter 4 – Marketing Information & Customer Insights pp. 105- 125
11

Marketing Research

  1. Explain how companies analyze and use marketing information. (CC2)
 Lecture Discussion Business Pitch Analysis Presentation no. 3 Reading: Chapter 4 – Managing Marketing Information, pp. 125-131
12

Connecting with Consumers

  1. Define the consumer market and construct a simple model of consumer buyer behavior. (CC1)
 Lecture Discussion Group work on how the simple model of consumer buyer behavior is used in a local live case study Reading: Chapter 5 – Consumer Buyer Behaviour
13

Connecting with Consumers

  1. Identify the four major factors that influence consumer buyer behavior. (CC1)
  2. Recognise the major types of buying decision behavior and stages in the buyer decision process. (CC1)
   Lecture Discussion Business Pitch Analysis Presentation no. 4 Reading: Chapter 5 – Consumer Buyer Behaviour
14 Review Review for Mid-Term exam
15

Connecting with Customers

  1. Define the business market and explain how business markets differ from consumer markets. (CC1)
  2. Identify the major factors that influence business buyer behavior. (CC1)
  3. Follow the steps in the business buying decision process. (CC1)
 Lecture Discussion Business Pitch Analysis Presentation no. 5 Reading: Chapter 6 – Business Buyer Behaviour
16

Marketing Strategy

  1. Develop the four major steps in designing a customer-driven marketing strategy: market segmentation, market targeting, differentiation, and positioning. (CC3)
  2. List and discuss the major bases for segmenting consumer and business markets. (CC1)
   Lecture Discussion Group work on how a customer-driven Marketing strategy is developed in a local live case study Reading: Chapter 7 – Creating Customer Value, Satisfaction and Loyalty, pp. 209-229
17

Marketing Strategy

  1. Explain how companies identify attractive market segments and choose a market targeting strategy. (CC3)
  2. Discuss how companies differentiate and position their products for maximum competitive advantage. (CC3)
   Lecture Discussion Business Pitch Analysis Presentation no. 6 Reading: Chapter 7 – Creating Customer Value, Satisfaction and loyalty , pp. 229- 236
18

Products, Services & Branding

  1. Define product and the three levels of product. (CC1)
  2. Recognise the four characteristics that affect the marketing of a service and the additional marketing considerations that services require. (CC1)
   Lecture Discussion Group work on how the three levels of product are applied in a local live case study Reading: Chapter 8 – Products, Product Decisions, Services Marketing, pp. 247- 272
19

Products, Services & Branding

  1. Describe the decisions companies make regarding their individual products and services, product lines, and product mixes. (CC1)
   Lecture Discussion Business Pitch Analysis Presentation no. 7 Reading: Chapter 8 – Products, Product Decisions, Services Marketing, pp. 247- 272
20

Products, Services & Branding

  1. Discuss branding strategy—the decisions companies make in building and managing their brands. (CC2)
   Lecture Discussion Group work on how branding strategy is developed in a local live case study Reading: Chapter 8 – Products, Product Decisions, Services Marketing, pp. 247- 272
21

Pricing

  1. Answer the question “what is price?” and discuss the importance of pricing in today’s fast changing environment. (CC1)
 Lecture Discussion Business Pitch Analysis Presentation no. 8 & 9 Reading: Chapter 10 – Understanding & Capturing Customer Value, pp 320 – 335
22

Pricing

  1. Identify the three major pricing strategies and discuss the importance of understanding customer-value perceptions, company costs, and competitor strategies when setting prices. (CC2)
 Lecture Discussion Group work on how pricing strategy is developed in a local live case study. Reading: Chapter 10 – Understanding & Capturing Customer Value, pp 320 – 335
23

Pricing

  1. Identify and define the other important external and internal factors affecting a firm’s pricing decisions. (CC2)
 Lecture Discussion Business Pitch Analysis Presentation no. 10 In-class test Review Reading: Chapter 10 – Understanding & Capturing Customer Value, pp 320 – 335
24

Pricing

  1. Apply break-even and contribution margin analyses to set prices and assess financial viability of pricing decisions. (CC2)
   Group work on several Marketing Arithmetic problems in the Pricing area. Reading: Chapter 10 – Understanding & Capturing Customer Value, pp 320 – 335 In- class test no. 2
25

Distribution

  1. Explain why companies use marketing channels and discuss the functions these channels perform. (CC1)
  2. Discuss how channel members interact and how they organize to perform the work of the channel. (CC1)
  3. Identify the major channel alternatives open to a company. (CC1)
   Lecture Discussion Business Pitch Analysis Presentation no. 11 Reading: Chapter 12 – Marketing Channels, pp 375-384
26

Communicating Customer Value

  1. Identify the five promotion mix tools for communicating customer value. (CC1)
   Lecture Discussion Group work on how IMC is practiced in a local live case study. Reading: Chapter 14 – Integrated Marketing Communications (IMC), pp 450- 469
27

Communicating Customer Value

  1. Discuss the changing communications landscape and the need for integrated marketing communications. (CC1)
 Lecture Discussion Business Pitch Analysis Presentation no. 12 Reading: Chapter 14 – Integrated Marketing Communications (IMC), pp 450- 469 Scott, Ch. 4 & 8
28 Business Pitch Analysis Presentations (CCIT1, CIP1)   Business Pitch Analysis Presentations no. 13, 14 &15
29

Communicating Customer Value

  1. Follow the communication process and the steps in developing effective marketing communications. (CC1)
 Lecture Discussion In-Class Test no. 3 Reading: Chapter 14 – Integrated Marketing Communications (IMC), pp 450- 469
30 Review Review
Total Hours: 45 hours

 

TEACHING METHODS

This course uses lecture/discussion and assignments; assigned readings will support learning and serve as a reference to material covered in class. During class, a varying (but at least 50%) percentage of the class will be devoted to the lecture/discussion with the balance of the class devoted to students’ team presentations followed by Q&A. Throughout the semester, some class time will be used for in-class tests.

ASSESSMENT AND GRADING

Grades will be determined based on a grading score, calculated using the following assessments and score allocations:

 

Assessment Weight of each assessment Learning Outcome Assessed
CLO PLO
Participation 15% CCIT2 PICT4, PIP1, PIP2
In-class tests 24% CK1, CIP1 PK1, PIP1
Assignments 25% CC2, CCIT2, CCIT1 PICT4, PIP1, PIP2
Midterm exam 18% CK1, CC2 PK1, PICT4, PIP1
Final exam 18% CK1, CC2 PK1, PICT4, PIP1
Total grading score 100%  

During the course, there is at least one assignment. Besides the business pitch analysis described below, students are required to undertake tasks that are related to real-life marketing, e.g. analysing organisations or industries, using conceptual and analytical frameworks taught during the course. These additional tasks could be assigned as group or individual assignments. Business Pitch Analysis

Work Group: Group
Output format: APA Format Report, Presentation
Language: English
Assignment: There will be one assignment done in groups although students are individually graded. Teams of 4 choose one successful (or unsuccessful) pitch from one of the episodes of Dragons Den UK (seasons 1 to 16) which are watchable and downloadable from youtube. They analyse the pitch, the performance of the entrepreneur(s) and the investors using the framework shown in the Lecture Notes, research the company, assess the demand for the product and draw conclusions about the viability, sustainability and profitability of the business. Each team presents its analysis in an oral presentation of around 20 minutes.

TEXTBOOKS AND REFERENCES

Textbook

  1. Kotler, P. et al. Principles of Marketing: An Asian Perspective. 4th ed. Pearson. 2017.

References

  1. Kotler, P. Kartajaya, H. Setawan, I. Marketing 4.0, Wiley, 2017
  2. Chernev, A. The Marketing Plan Handbook, 4th ed., Cerebellum Press, 2014
  3. Scott, David M., The New Rules of Marketing and P.R., 6th ed,  Wiley, 2017

Education Resources