Course Description

Pre-requisite: Nil

This functional core course introduces the fundamental concepts of marketing to the students. The objectives of the course are to equip students with the foundation knowledge of marketing and to give students an integrated approach to develop a marketing plan. Working along the strategic marketing process, during which the process is divided into planning, implementation, and control phases, a basic marketing framework for developing a marketing strategy will be introduced to the students via such tools as the use of e-book and online assignments, in-class activities (case studies, in-class group discussions and presentations), and an individual written assignment (individual written works for developing a marketing plan for a chosen company) to integrate what the students have learnt in the class. The course emphasizes self-learning and gives students a holistic view of how marketing functions in an organization as a management philosophy and as an activity.