MKT 206 Introduction to Marketing
Transcript of MKT 206 Introduction to Marketing
MKT 206
Introduction to MarketingDR. DALU FANG
方大陆 博士
UNIVERSITY OF INTERNATIONAL BUSINESS AND ECONOMICS
Brief Self-introduction
Education
The Hong Kong Polytechnic University
Department of Management and Marketing
Ph.D. in Marketing (2017)
MPhil in Marketing (2012)
University of International Business and Economics
School of International Trade and Economics
B.A. Honors’Program in Economics (2010)
Teaching Experience
2020-Present: Global Marketing, Department ofMarketing, Business School, UIBE.
2020-Present: Introduction of Marketing, Summerschool, UIBE.
2020-Present: Marketing Management, Summer school,UIBE.
2018-Present: Sales and Custom RelationshipManagement, Department of Marketing, BusinessSchool, UIBE.
2011-2014: Introduction of Marketing, Department ofManagement and Marketing, Faculty of Business, TheHong Kong Polytechnic University.
Teaching Assistant
Ms.YiJie Peng
Major:
2019-2021 Accounting
2021- Marketing
【Welcome to ask questions about professional courses in
International Business school ~~】
Grade:Senior
Hobby:Movie;Piano;Novel;卷综测
Honor:National Scholarship; Outstanding student
WeChat ID:15801267812
About UIBE Marketing Department
History of China Marketing
Prof. Luo Zhenduan (罗真耑教授)
First Marketing Course in China (1980,UIBE)
Introduction
Who are you?
What do you want from this course?
Why we need to learn marketing?
POP MART
Loot Box-CS GO
Genshin
Marketing Elements
Product?
Price ?
Promotion ?
Placement ?
People ?
Physical ?
Process evidence?
Government and Public relationships?
What’s the life style of China?
Modern?
Traditional?
What is the largest difference between China the rest of the World ?
Hola Effect
Marketers encounter unique or unfamiliar features in
countries or regions
Counterfeiting and piracy in China
Bribery and corruption
High- and Low-Context Cultures
Data, Digital and Deliver (DDD)
BAT (Before): Baidu, Alibaba and Tencent
BAT (Now): Byte dance, Alibaba and Tencent
FANG: Facebook, Amazon, Netflix and Google
FAAMG: Facebook、Amazon、Apple、Microsoft and Google
Life Style Change with
Chinese Internet giants
Alibaba: Alibaba’s New Retail Explained with Taobao/Tmall
Tencent: a day of Wechat
Byte Dance: TikTok's Owner Is Taking Over the World
Practice: Try on Tik-Tok
Social Media
Advertising and Public Relationships
Marketing and Selling
Luo Yonghao (罗永浩) with 18 million followers
Made In China
Made in Germany (1887)
寒山拾得
昔日寒山问拾得曰:世间有人谤我、欺我、辱我、笑我、轻我、贱我、恶我、骗我、如何处治乎?
拾得曰:只要忍他、让他、由他、避他、耐他、敬他、不要理他,再待几年你且看他。
Course Goals
To provide students with an understanding of the role of marketing in
business organizations, as well as in an increasingly multicultural and
technological society.
To expose students to the fundamental marketing theories.
To enhance the understanding of the marketing theories through “real
world’ business case analysis
To emphasize the importance of ethical and socially responsible behavior
in marketing.
好学近乎知,力行近乎仁,知耻近乎勇。
Required Textbook:
P. Kotler and G. Armstrong
Principles of Marketing, 17th
Edition, 清华大学出版社, 2016, ISBN-13: 9787302576211
《市场营销:原理与实践(第17版)新版(工商管理经典译丛)》,菲利普·科特勒,加里·阿姆斯特朗著,楼尊译,ISBN: 9787300281193 ,中国人民大学出版社,2020-07-01。
Course Evaluation
Class participations 10%
Quiz/Assignments 15% (5% for each)
Groups Projects 15%
Marketing Plan
Plan Part I – Consumer and Market Profile
Plan Part II – Marketing Strategy
Plan Part III – Marketing Plan Presentation
Final Written Exam (Close Book) 60%
Group Projects
Groups of 5 students will be formed at the beginning of the semester (10
groups for this course). The group based projects will make up for 15% of
students’ final grades. The following task will be assigned to the students
and they will be graded as a group:
Marketing Plan (MP)
Each group will be assigned a specific industry from which they will choose a
product to build a Marketing Plan. Groups will submit their product idea on
Week 11 (Nov 19th) for approval.
Requirement of MP
Part I: The Consumer and Market Profile
For this part of the assignment, each group is required to provide an in-depth analysis of the
consumer and the market within which the product will be sold.
Part II: The Marketing Strategy
This part of the Marketing Plan will use the 4 P marketing mix strategy, including each
group’s financial calculations, export considerations, and implementation of the product
plan. This strategy is specifically constructed for the target market the group describes in the
Consumer and Market Profile part of the assignment. A HARD COPY report within 3000-5000
words as well as the HARD COPY of the final PPT slices should be submitted before the 16th
Week(Dec 24th).
Requirement of MP
Part III: The Marketing Plan Presentation
During the last class, each group will be assigned a time to present both parts of their Marketing Plan. Each group will have a maximum of 20 minutes to present. Please note that all group members are asked to present the Marketing Plan.
Three or four groups will be Randomly selected to present the marketing plan in class in the 17th week’s class. The rest teams are required to record a video presentation and then submit to the Instructor (use BaiduYun) within a week (Before Jan 7th)and the video will be available for all classmates. The score of group marketing plan will be evaluated based on the written report, ppt slices and oral presentation comprehensively.
In addition, all groups should submit the final PPT slides of their marketing plan presentation on the day of presentation (Week 17, Dec 31th)
MOOC
Hope you enjoy my
course!
https://www.bilibili.com/
video/BV1WA411u7h4?p
=1
TASK
10 Groups
Choose one as group leader
Five students per group
Free of arrangement
Each group leader submit your group members list to TA before next class
Those who without team will be assigned in next week.