HKBU MARKETING SYLLABUS
HONG KONG BAPTIST UNIVERSITY
Department of Marketing
Summer Semester 2013-2014
MKT 2310 Marketing Management
Mon, Tue, Thu, Fri 2:30pm – 5:20pm | CVA210
COURSE LECTURERS
Dr. Candy Ho
| WLB 511B | Tel.: 3411 2149 | email: candyho@hkbu.edu.hk (First half)
Dr. Frederick Yim | WLB 511A | Tel.: 3411 7528 | email: fredyim@hkbu.edu.hk (Second half)
LEARING OUTCOMES
Marketing is a subject that we can all understand because so often we, as consumers, are at the centre of marketing. Students, however, are sometimes confused about the distinctions between marketing strategy, marketing processes, and marketing planning. There is no need to be confused, and this course simplifies these issues. Lectures focus on the various steps in the marketing management process, while the course work emphasizes the application of various aspects of marketing management to practical business situations. Via lectures and course work, therefore, students will have a theoretical and practical understanding of marketing management. Perhaps more than other business discipline, marketing involves communication. As a result, close attention will be given to writing and speaking too.
By the end of the course you will be able to:
1. Understand the origin and conceptualization of marketing,
2. Apply the concept of the marketing process to make optimal marketing decisions,
3. Develop the sensitivity and awareness of the impact of marketing on one’s daily life as a consumer. 1
TEXTBOOK
Kerin, R.A., Theng, L. G., Hartley, S.W., and Rudelius, W. (2013), Marketing in Asia, 2nd Ed.,
McGraw-Hill/Irwin.
REFERENCES
Kotler, P. and Armstrong, G., (2009), Principles of Marketing, 13th Ed., Upper Saddle River:
Prentice-Hall.
Etzel, M. J., Walker, B. J. and Stanton, W. J. (2007). Marketing, 14th Ed., Boston: McGraw-Hill/Irwin.
Boon, L. E. and Kurtz, D. L. (2009), Contemporary Marketing, 14th Ed., South-Western Thomson
Learning.
Perreault, Jr. W. D., Cannon, J. P. and
Department of Marketing
Summer Semester 2013-2014
MKT 2310 Marketing Management
Mon, Tue, Thu, Fri 2:30pm – 5:20pm | CVA210
COURSE LECTURERS
Dr. Candy Ho
| WLB 511B | Tel.: 3411 2149 | email: candyho@hkbu.edu.hk (First half)
Dr. Frederick Yim | WLB 511A | Tel.: 3411 7528 | email: fredyim@hkbu.edu.hk (Second half)
LEARING OUTCOMES
Marketing is a subject that we can all understand because so often we, as consumers, are at the centre of marketing. Students, however, are sometimes confused about the distinctions between marketing strategy, marketing processes, and marketing planning. There is no need to be confused, and this course simplifies these issues. Lectures focus on the various steps in the marketing management process, while the course work emphasizes the application of various aspects of marketing management to practical business situations. Via lectures and course work, therefore, students will have a theoretical and practical understanding of marketing management. Perhaps more than other business discipline, marketing involves communication. As a result, close attention will be given to writing and speaking too.
By the end of the course you will be able to:
1. Understand the origin and conceptualization of marketing,
2. Apply the concept of the marketing process to make optimal marketing decisions,
3. Develop the sensitivity and awareness of the impact of marketing on one’s daily life as a consumer. 1
TEXTBOOK
Kerin, R.A., Theng, L. G., Hartley, S.W., and Rudelius, W. (2013), Marketing in Asia, 2nd Ed.,
McGraw-Hill/Irwin.
REFERENCES
Kotler, P. and Armstrong, G., (2009), Principles of Marketing, 13th Ed., Upper Saddle River:
Prentice-Hall.
Etzel, M. J., Walker, B. J. and Stanton, W. J. (2007). Marketing, 14th Ed., Boston: McGraw-Hill/Irwin.
Boon, L. E. and Kurtz, D. L. (2009), Contemporary Marketing, 14th Ed., South-Western Thomson
Learning.
Perreault, Jr. W. D., Cannon, J. P. and
References: Kotler, P. and Armstrong, G., (2009), Principles of Marketing, 13th Ed., Upper Saddle River: Prentice-Hall. Etzel, M. J., Walker, B. J. and Stanton, W. J. (2007). Marketing, 14th Ed., Boston: McGraw-Hill/Irwin. Boon, L. E. and Kurtz, D. L. (2009), Contemporary Marketing, 14th Ed., South-Western Thomson Learning. Perreault, Jr. W. D., Cannon, J. P. and McCarthy, E. J. (2007), Basic Marketing: A Global Managerial Approach, 16th Ed., New York: McGraw-Hill.