Download c5. definitive course document and course file

Subject Code
MM5762
Subject Title
Marketing Management
Credit Value
2
Level
5
Normal Duration
1-semester
Exclusion
Marketing Management (MM576)
Role and Purposes
This subject contributes to the achievement of the MBA Outcomes by enabling the
students to apply concepts (MBA Outcome 1) and think critically and creatively
(MBA Outcome 2) with respect to marketing decisions and activities. It helps the
students to develop a global outlook (MBA Outcome 6) and introduces them to the
ethical issues (MBA Outcome 7) which arise in respect of marketing. Students’ ability
to communicate effectively (MBA Outcome 3) will also be developed and assessed in
the course of the subject.
Subject Learning
Outcomes
Upon completion of the subject, students will be able to:
a. design marketing activities in an organization, and assess their impacts on
marketing performance in a global setting;
b. develop strategies to achieve marketing objectives;
c. apply market segmentation, targeting and positioning with optimal marketing
mix;
d. communicate marketing strategies effectively;
e. explore the ethical issues which arise in respect of marketing.
Subject Synopsis/
Indicative Syllabus
The Scope of Marketing
Exchange and transactions, company orientations towards the marketplace and the
fundamental marketing concepts, trends and task. Marketing ethics, codes of conduct
and social responsibilities.
Developing Marketing Strategies and Plans
The value creation process and chain. Core competencies. A Holistic Marketing
Orientation and Customer Value. The central role of planning.
Gathering Information and Scanning the Environment
Analyzing the global and macro environment. The Marketing Information System.
Conducting marketing research and forecasting demand.
Creating Customer Value
Building customer value, satisfaction and loyalty and cultivating customer
relationship.
Analyzing Consumer and Business Markets
Segmentation, market targeting and positioning. Building a strong branding strategy.
Developing the Marketing Mix
Setting the product, price, promotion and place strategies.
1
Teaching/Learning
Methodology
Assessment
Methods in
Alignment with
Intended Learning
Outcomes
Each class will consist of lecture and class discussion on current marketing issues,
guided readings, and/or assigned case studies. Students are expected to make group
presentations and to prepare and participate in all class discussions.
Specific assessment
methods/tasks
%
Intended subject learning outcomes to be
weighting assessed (Please tick as appropriate)
a.
b.
c.
d.
e.
Continuous Assessment*
50%
1. Individual Essay
25%





2. Group Project
25%





Examination
50%





Total
100 %
*Weighting of assessment methods/tasks in continuous assessment may be different, subject to
each subject lecturer.
To pass this subject, students are required to obtain Grade D or above in both the
Continuous Assessment and Examination components.
Explanation of the appropriateness of the assessment methods in assessing the
intended learning outcomes:
Students will be required to analyze and write reports based on group projects and/or
case studies (MBA Outcome 1). The presentation, the report and other written
assignments will improve their critical thinking (MBA Outcome 2) and effective
communication (MBA Outcome 3). The examination will also require students to
demonstrate a global outlook (MBA Outcome 6) and identify the ethical issues which
arise in respect of marketing activities (MBA Outcome 7).
Student Study
Effort Expected
Class contact:
 Lectures and in-class work
24 Hrs.
Other student study effort:
 Self-study
36 Hrs.
 Group work
36 Hrs.
Total student study effort
Reading List and
References
96 Hrs.
Textbook:
 Philip Kotler, Kevin Lane Keller, Swee Hoon Ang, Siew Meng Leong and
Chin Tiong Tan (2012) “Marketing Management – An Asian Perspective”,
Pearson Education (6/e)
Reference Books:
 Kotler, Philip and Keller, Kevin (2012) Marketing Management, 14/e, Pearson.
2