Maketing summary

NATIONAL UNIVERSITY OF SINGAPORE
NUS Business School
Department of Marketing

MKT1003X Marketing

Semester I, 2014/15

Course Coordinator: Assoc Prof. LAU Geok Theng Office: Mochtar Riady Building, Biz1-08-10 Tel: [phone] Email: [e-mail]

Course Tutors: Lee Shiang Jium ([e-mail]) Jaquilin Danker ([e-mail]) Ivy Lim Jie Ying ([e-mail])

Course Objectives

This is an introductory course in marketing. It seeks to acquaint participants with an understanding of the principles, concepts, theories and techniques in marketing.

It also attempts to provide participants with opportunities to make simple applications of these marketing principles, concepts, theories and techniques through exercises, case studies and a group project.

Compulsory Main Text

Roger A Kerin, Geok Theng Lau, Steven W Hartley and William Rudelius, Marketing in Asia, Second Edition, McGraw-Hill, 2012.
Schedule

Week

Topic
Reading Assignments
Tutorial Assignments
1

Introduction to the Course.
Introduction to Marketing
Chapter 1
None
2

Marketing Planning Process

Chapters 2, 22

None
3

Environmental Analysis
Competitor Analysis
Chapter 3
Tutorial 1
(Week 3 or 4)
4

Consumer Buying Behaviour
Chapters 5

5

Business Buying Behaviour
Marketing Research
Chapters 6, 8
Tutorial 2
(Week 5 or 6)
Individual Assignment One
6

Marketing Research (cont’d)
Segmentation, Targeting and Positioning
Chapters 8, 9

RECESS
7

Product and Service Strategy and Decisions

Chapters 10, 11
Tutorial 3
(Week 7 or 8)
Individual Assignment Two
Group Presentation One
8
Lectures on Sat 11 October
Product and Service Strategy and Decisions (cont’d)

Chapters 11, 12

9

Pricing Strategy and Decisions
Chapters 13, 14

Tutorial 4
(Week 9 or 10)
Individual Assignments Three & Four
Group Presentations Two & Three
10

Placing Strategy and Decisions

Chapters 15,