Department of Marketing, City University of Hong Kong
Course Outline
FB2601 Marketing
Semester B, 1999-2000
Date: 2nd Feb, 1999

Lecturer
Mr. Alex Tsang （曾仕龍）
Room: P7506
Phone: 2788 8655
Fax: 2788 9146
E-Mail: mkatsang@cityu.edu.hk
Homepage: http://www.geocities.com:80/Area51/Dungeon/9219/fb2601/main.htm

Objectives
After completing this course, students should be able to:
1.	Understand the marketing process and its underlying concepts.
2.	Possess sufficient knowledge of the elements of the marketing mix which is incorporated in the firm’s business strategy.
3.	Appreciate the role of essential environmental and organizational factors in the development of a marketing plan.
4.	Apply both managerial judgments and analytical approaches to marketing problem.

Teaching Method
1.	This module will be conducted in seminar format. Intensive lecturer-student interactions and sharing are the main characteristics of the class meetings.
2.	Short lectures, group discussions, presentations and case studies will be the main activities. You are required to prepare before classes.
3.	Because of the tight schedule, only some major issues can be addressed in the classes. You are required to read the textbook and supplementary materials in order to develop a better understanding on each topic.
4.	Indigenous and updated teaching materials will be utilized throughout the module.

Assessment
1.	Departmental policy requires every student to attend at least 70% of the classes in order to pass the module.
2.	One two-hour written examination (30%).
3.	One group project. It will be a marketing plan with oral presentation (10%) and written report (25%).
4.	One Mini group project (10%). It will be a simple case study.
5.	One mid-term test (15%). Students are required to answer multiple choice questions and/or to write short essays (The 10th lecture).
6.	Attendance, participation in classes and/or peer evaluation (10%).

Group Project
1. 	Make a marketing plan that targets on CityU students and/or staff. The plan should be creative, but also be realistic.
2. 	You are required to form groups of five. You should submit the grouping list and the selected topic before the third lecture to your lecturer.
3. 	Make sure that you, as full time CityU students, have the resources (time and money etc.) and skills to execute the plan (assume that you will execute the plan).
4. 	You may conduct a questionnaire survey to understand your target market if necessary.
5. 	Each group will make a 20-min presentation on your plan. There is a five-minute Q&A session after the presentation. You can incorporate those comments to modify your written report. Poor time management may cause score reduction.
6. 	The written report should be submitted one week after your presentation.

Mini Group Assignment
1.	Review and comment on a case of marketing success or failure.
2.	You can obtain your preferred material from popular journals, magazines and newspaper. The materials can be written in Chinese or English, but the assignment must be written in English.
3.	The assignment should not be longer than 1500 words.
4.	You must enclose a photocopy of the article when submitting the assignment.
5.	Deadline of submission: The 7th lecture.

Suggested Reading List
Textbook:
Boone, Louis E., and David L. Kurtz (1999), Contemporary Marketing 1999. Fort Worth: The Dryden Press.

Other Suggested Readings:
Marketing Research:
Churchill, Gilbert A., Jr (1995), Marketing Research Methodological Foundations, 6th ed. Fort Worth: The Dryden Press.
McDaniel, Carl, Jr, and Roger Gates (199?), Contemporary Marketing Research, 3rd ed. Cincinnati: South-Western College Publishing.
Zikmund, William G. (1994 [or later]), Exploring Marketing Research, 5th (or later) ed. Forth Worth: The Dryden Press.
Marketing:
Keegan, Warren J., Sandra E. Moriarty, and Thomas R. Duncan (1995), Marketing, 2nd ed, Englewood Cliffs: Prentice Hall.
Kotler, Philip, and Gary Armstrong (1999), Principles of Marketing, 8th ed. Upper Saddle River: Prentice-Hall.
Consumer Behavior:
Assael, Henry (1995), Consumer Behavior and Marketing Action. Cincinnati: South-Western College Publishing.
Engel, James, Roger D. Blackwell, and Paul W. Miniard (1993), Consumer Behavior, 7th ed. Fort Worth: The Dryden Press.
Mowen, John C., and Michael Minor (1998), Consumer Behavior, 5th ed. Upper Saddle River: Prentice-Hall.

Syllabus
Class	Date	Topic	Textbook	Remarks	
1	9/2 or 14/2	�P	What is MARKETING?	Chapter 1 and 2		
2	16/2 or 21/2	�P	Marketing Planning
�P	Marketing Environment	Chapter 5 and 3
		
3	23/2 or 28/2	�P	Market Segmentation, Targeting, and Positioning
�P	Consumer Behavior (I)	Chapter 7 and 8	Submit Grouping lists
Group project topic selection.
Decide presentation sequence	
4	1/3 or 6/3	�P	Consumer Behavior (II)
�P	Business-to-Business Marketing	Chapter 8 and 9		
5	8/3 or 13/3	�P	Product Strategy
�P	Brand Management and New-Product Planning	Chapter 11 and 12		
6	15/3 or 20/3	�P	Marketing of Services
�P	Relationship Marketing	Chapter 13 and 10		
7	22/3 or 27/3	�P	Marketing Communication (Promotion)	Chapter 17, 18 and 19	Submit mini group project
	
8	29/3 or 3/4	�P	Distribution (Place)
�P	Retailing
�P	Logistics and Value Chain Management	Chapter 14, 15 and 16		
9	5/4 or 10/4	�P	Pricing	Chapter 20 and 21		
10	12/4 or 15/4*	�P			Mid-term test	
11	17/4 or 19/4	�P	Global Dimensions of Marketing
�P	Managing Marketing Efforts	Chapter 3, 4 and 5		
12	26/4 or 29/4*		Oral presentations		
13	3/5 or 8/5		Oral presentations	Submit written report	
14	10/5 or 15/5	�P	Revision		Submit written Report	

* Make-up lectures on Saturday at G4701.