BSAM1722 Using Essentials of Marketing

   

 

 

 

 

 

 

 
Course Code BSAM1722  
Course Title Using Essentials of Marketing

(Course subjects to approval)

  
Class Date 19, 20, 21, 22, 25 and 26 July 2022

(27 July 2022 is reserved for class make-up in case there is any cancellation of classes due to bad weather or other unexpected factors.)

  
Class Time 1:00pm – 3:30pm  

 
Teaching Mode Online with live lessons
(Face-to-face sessions may be arranged if the pandemic would subside in Hong Kong later)
Teacher Dr. Kenneth LEE

Lecturer
Department of Marketing
The Chinese University of Hong Kong

  

 
  More about Department of Marketing & CUHK Business School:

  1. What Do You #LookForward​ to at CUHK Business School?

 
Email kennethlee@baf.cuhk.edu.hk
Medium of Instruction English
Course Description This introductory course is designed to provide students with an overview of the fundamental concepts of integrated marketing communications. Topics include market research, consumer behaviours, positioning, segmentation and marketing mix. Local marketing campaigns will be discussed in class and students will be asked to formulate their own marketing campaigns. This course will conclude with an examination of the global impact of marketing within increasingly turbulent and challenging environments.
Course Content
  1. Identifying Market Segments and Targets
  2. Product Decisions
  3. Pricing Decisions
  4. Channel Decisions
  5. Integrated Marketing Communications
Learning Outcomes After taking this course, students should be able to:

  1. Apply the concepts and theories learnt to marketing situations and make appropriate decisions using a strategic marketing perspective;
  2. Improve their analytical skills and able to think critically and creatively;
  3. Present their findings and recommendations in a concise, convincing and logical way via written works and oral presentations.
Recommended Reading(s) / Reference(s) Kerin, R. A., Lau, G. T., Hartley, S. W. and Rudelius, W. (2015), Marketing in Asia, 3rd edition, McGraw-Hill Education.
Course Assessment In-class Activity (case discussion) (50%)

Examination (50%)
 
  Last updated on 15 February 2022
   

 

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