Marketing Theory & Practice for Beginners

Introduction to Marketing

1. MKW1120
Marketing Theory and Practice
Lecture 1A: Administration and Introduction

2. 2
Lecturers
Lecturer 1: Assoc. Prof.Brian Low
Room: 6-5-12
Email address: [email protected]
Lecturer 2: Assoc. Prof. Paul Yeow
Room: 6-5-10
Email address: [email protected]

3. WHAT IS MARKETING?
3

4. UNIT OUTLINE
•Learning Outcome
•Scope
•Textbook
•Your Tutors
•Lectures and Tutorials Program
•Assessment and Examination

5. Learning Outcomes
•Describe the key concepts upon which the practice
of marketing is based.
•Recognise these concepts in the marketplace and
in everyday life.
•Discuss the role and influence of marketing in the
organisational environment.
•Discuss how key marketing concepts can be used
in analysing a range of marketing problems.

6. SCOPE
Week Activities Assessment
1 Introduction to marketing. Chapter 1 & 2
2 Creating, delivering and capturing value. Chapter 1 & 2
3 Analysing the marketing environment. Chapter 3
4 Marketing information systems. Chapter 4 Assessment 1 (10%)
5 Consumer market and buyer behaviour. Chapter 5
6 Segmentation, targeting and positioning. Chapter 7
7
Product, services and brands.Chapters 8
New product development and product life cycle strategies. Chapter 9
Assessment 2 (15%)
8
Pricing and pricing strategies. Chapter 10 & 11
Communicating customer value. Chapters 14
9
Advertising, public relations, personal selling, sales promotion, direct
and digital marketing. Chapters 15, 16 & 17
10 Marketing channels and retailing. Chapter 12 & 13 Assessment Task 3 (25%)
11 Business market and business buying behaviour. Chapter 6.
12 Exam preparation and revision.
SWOT VAC
Understanding of
marketing and its
importance
Developing marketing strategy:
•STP
•Marketing Mix
Understanding the
market place

7. Kotler, P., and Armstrong, G.,
(2018). Principles of Marketing,
17
th
ed. Pearson Education
Limited.
–Critical for undertaking all
assessment.

8. Additional References
•Kerin, R.A., Theng, L.G., Hartley, S.W., and
Rudelis, W. (2015). Marketing in Asia. 3rd. Ed.
McGraw-Hill Education, New York. (ISBN 978-9-
814-59503-2)
•Hunt, S.C., and Mello, J.E (2015). Marketing.
McGraw-Hill Education, New York. (ISBN:978-1-
259-09560-3)

9. Tutors
•Dr.Hum KeeKuang
•Dr.Henry Cheah
•Dr.Helen Ho
•Ms.ChooSiewMing
•Mr.Jeremy Abraham

10. Lectures and Tutorials
Making the best use of lectures and tutorials;
•Attendance
•Preparations prior to lectures and tutorials
•Learning environment
•Mind maps

11. Mind Map

12. Unit Assessment
Assessment task Date Value
1. Reflective Writing Week 4 10%
2. Case Study Test
Week 7
(Time and venueTBA)
15%
3. Group AssignmentWeek 10 Friday, 4pm 25%
4. Examination TBA 50%
Total100%

13. 13
Assessment 1 -Reflective Writing (10%)
Due date: Friday Week 4, 4pm
Coverage: Materials from Week 1 to 3
Details of task:
Write a piece of reflection on your learning experience of the topics
covered in the unit so far (Week 1-3), and relate them to your
personal experience.

14. 14
Assessment 2 -Case Study Test (15%)
Date: Week 7 (date and time TBA)
Duration: 60 minutes
Read: Chapter 1 to 5 and 7
Details of task:
This will an OPEN book test.
3 cases given in advance from textbook (Sourced from
Chapter 1-7). 4 questions per cases.
Students answer any TWOquestions based on the case study.
Techniques of attempting case study will be covered in tutorial
week 5 & 6.

15. 15
Assessment 3: Group Assignment (25%)
This is a groupassignment, 3 students per group
World limit 3000words(±10%)
Due date: Friday, Week 10, 4pm
ASSIGNMENT QUESTION:
1.Select ONEorganization from the following industry:
Shopping goods: Sneakers OR Laptop computers
Convenience goods: Toothpaste OR Dairy milk
2.Discuss in detail the marketing strategy (including segmentation,
targeting, differentiation, positioning and the marketing mix)
applied by the firm of your choice for the chosen product.
3.What marketing recommendations would you make to the firm to
further improve the performance of the chosen market offering?