Introduction to Marketing

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MKT B250

More information: Course Guide
INTRODUCTION TO MARKETING

MKT B250

More information: Course Guide

INTRODUCTION TO MARKETING

Course Start Date
Aut 2022
Course Level
Middle
Length in Terms
1 terms
Credits
5
Language
English
Fees ($) (including lab fees)
6,200
Future Terms
Sum 23, Aut 23, Sum 24


This course may be included in the list of reimbursable courses under the Continuing Education Fund. Click HERE for details of eligibility.
Quota and Schedule
This course may be included in the list of reimbursable courses under the Continuing Education Fund. Click HERE for details of eligibility.
Course Start Date
Course LevelLength in TermsCredits
Language
Fees ($) (including lab fees)
Future Terms
Aut 2022
Middle1 terms5
English
6,200
Sum 23, Aut 23, Sum 24

Course Coordinator: Dr Liang Wai Ki, MBA (Leicester); PhD (Adelaide)

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, five 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.