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
Sum 2023
Course Level
Middle
Length in Terms
1 term
Credits
5
Language
English
Fees ($) (including lab fees)
6,200
Future Terms
Aut 23, Sum 24
Quota and Schedule
Course Start Date
Course LevelLength in TermsCredits
Language
Fees ($) (including lab fees)
Future Terms
Sum 2023
Middle1 term5
English
6,200
Aut 23, Sum 24

Course Coordinator: Kitty Lam, BCom (CU Australia); MSc (UQ Australia)

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.