UNIVERSITY OF MACAU

FACULTY OF BUSINESS ADMINISTRATION MKTG220 Principles of Marketing, Fall 2010

Course Instructor: Dr. Candy Fong Office: L426 Email: punsanf@umac.mo

Telephone: 83974753 Course Objectives

This course aims at providing students a fundamental yet crucial understanding of the principles and practices of marketing in the real world. Emphasis will be placed on (i) developing a consumer orientation; (ii) appreciation and use of market research, and (iii) devising a strategy and the respective marketing mix to create value for customers in a profitable manner.

Course Content
1. 2. 3. 4. 5. 6. 7. 8. Marketing: managing profitable customer relationships Company and marketing strategy The marketing environment Managing marketing information Consumer markets and consumer buyer behavior Customer-driven marketing strategy: creating value for target customers Product, services and branding strategy Product life-cycle strategies

9. Pricing products 10. Marketing channels 11. Communicating customer value: integrated marketing communications strategy

Teaching Approach and Learning Activities

Lectures, in-class exercises, case discussions

Required text
Principles of Marketing, by Philip Kotler and Gary Armstrong, 13th edition, Prentice Hall. All students are required to purchase a copy of the textbook. Students are not allowed to photocopy the textbook as such action infringes the copyright of the publisher.
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Course Assessment
Attendance Participation in class discussion In-class exercises and assignments Mid-term exam Final exam 5% 5% 30% 30% 30%

Participation in class discussion

Students who actively answer questions in class or provide good examples for certain marketing theories will get a high score for this assessment criterion. I also encourage students to share with other classmates their personal experiences with marketers and products/services, e.g. how they were persuaded by salespeople to purchase a product. Moreover, if students find some interesting ad or news and want to share with others, they can tell me.

In-class exercises and assignments

The in-class exercises include case discussions and some short questionnaires that are administered during class time. These exercises may serve various purposes: survey of students opinions, class discussion and as a record of attendance. In addition to the in-class exercises, I may give you assignments to be completed out of the classroom. Further information on the in-class exercises and assignments will be given in due course.

Teaching Philosophy
I believe that everyone can be an expert in marketing, as long as he or she is willing to observe and critically evaluate things that happen around him/her, after grasping some basic knowledge of the field. There is usually more than one good way to address a marketing issue. I am happy to accept students opinions that are different from mine, as long as they can convince me their rationales. I also encourage class discussion. It is possible that I may not be able to answer all the questions immediately. In that case I will try to answer the questions after class or in the following class.

Important Things to Note

1. 2. All mobile phones and other beeping devices are to be turned off before class begins. Violators may be asked to leave the classroom. During exams, students are expected to be honest. No cheating will be tolerated. By the same token, you cannot use past reports for your project. You have to cite all the references you use. Failure to do so may lead to an F for your overall course grade. The content of this course outline is subject to change. I will announce changes in class, if any.

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