Beruflich Dokumente
Kultur Dokumente
Session 01
Orientation
Course database:
https://pan.baidu.com/s/1Z9ngDp5iNoY6zuSuIB2Ozw
Password: sky0
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Instructor
Education Background
Teaching courses:
Principles of Marketing (UG), Brand Management (Seminar), Marketing
Management (PG), Advanced Management (PhD), Consumer Behaviors (PhD)
Research interests:
Consumer psychology and behaviors, advertising, decision making, green
consumption
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Instructor
Advertising?
Sales & Promotion?
Profit or cost or pricing?
Brands
Deception, lie, false claim…
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Marketing from Company Perspective
Profit
Product design
Brand
Competition
Distribution
Pricing
Promotion
13 What Is Marketing
Marketing is to provide
the right product/service
at the right price,
in the right place,
to the right consumers
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Implications of Marketing
Ideas: Ted
PART 3:
Course Design
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Learning Objectives
Second, this course will also lead you to think about various challenges
that marketing is facing in contemporary era, mainly because of the
impact of technology development, social media, globalization,
consumerism, etc.
Third, illustrating how to develop a good marketing plan, by
understanding the key elements of marketing mix: product, pricing,
placing, and promotion
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Teaching Strategies
Philip Kotler, Gary Armstrong, Swee Hoon Ang, Siew Meng Leong, Chin
Tiong Tan, and Oliver Yau Hon-Ming (2014). Principles of Marketing: An
Asian Perspective, Prentice Hall, 3rd Edition.
Philip Kotler, Hermawan Kartajaya, Den Huan Hooi, and Sandra Liu.
(2007). Rethinking Marketing: Sustainable Marketing Enterprise in Asia,
Prentice Hall, 2nd Edition.
William D. Perreault, Joseph P. Cannon, and E. Jerome McCarthy (2010).
Basic Marketing: A Marketing Strategy Planning Approach, McGraw-Hill
Irwin, 18th Edition.
The Saylor Foundation. Principles of Marketing, online resources
(https://saylordotorg.github.io/text_principles-of-marketing-v2.0/), 2nd
Edition.
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Teaching Schedule (subject to changes)
Final presentation
(Jun. 19)
(PPT and written report)
Total 100%
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Participation
Active involvement!
Make a contribution!!
understanding of marketing concepts, theories and practices; real-life experience,
relevant business cases…
In a proper manner!!!
be a good listener
The report should be around 3-5 pages (Arial, font size 12;
double-space).
This maximum length excludes any cover page, table of
contents, references, or appendices. The paper needs to be
formatted in a professional manner.
The hardcopy is to be submitted in the class, and softcopy to
our TA.
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Final Exam
Presentation procedures:
At the end of the presentation, the instructor will pose questions to your
entire team. As part of the learning process, the other teams will also be
given the opportunity to raise questions.
Presentation evaluation:
Your team will be graded based on the quality of the presentation and your
responses to all the (appropriate) questions.
At the end of the presentation, the instructor and other teams will pose
questions to your entire team.
Your team will be graded based on the quality of the presentation and
your responses to all the (right) questions.
In the written report, you need to address issues including (not limited to
these):
A detailed introduction of the recommended product / service;
A comprehensive evaluation of the target market (e.g., customer needs,
competing brands and products, environment analysis, market potential, etc.)
A marketing research report and recommendations.
An integrated marketing communication plan to achieve the proposed
objectives and goals.
A simple profit-and-loss statement and/or budget for the first three years of
operations (refer to Appendix 2 of the textbook).
Additional assessment of the expected impact and implications of these
recommendations if useful.
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Academic Integrity