Introduction to Marketing

Course Coordinator: Chow Kin Fung, BBA (Hons) (HKBU); MA (Durham)

Aims
This course aims to introduce learners to the concept of marketing in the business environment, and to provide them with the opportunity to apply marketing principles, theories and concepts in real cases based on the organizational objectives and other reasonable conceptual frameworks faced by marketers. The course also aims to equip learners with the skills to develop a marketing plan within the Hong Kong marketplace.

Contents
The course covers the following topics:

• Introduction to marketing and marketing plans
• Understanding markets and consumers
• Product and pricing strategies
• Distribution and promotion strategies
• Budgeting, implementations and control

Learning support
There will be five two-hour tutorials and one two-hour surgery.

Assessment
There is one assignment, four online quizzes (multiple choice), and one examination. Students must use word processing software (such as Microsoft Word) to prepare the assignment, and submit the assignment via the Online Learning Environment (OLE).

Set book(s)
Kotler, P, Armstrong, G, Ang, S W, Tan, C T, Yau, H M and Leong, S M (2017) Principles of Marketing: An Asian Perspective, 4th edn, Pearson.