COMMUNITY COLLEGE OF CITY UNIVERSITY CITY UNIVERSITY OF HONG KONG

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1 COMMUNITY COLLEGE OF CITY UNIVERSITY CITY UNIVERSITY OF HONG KONG Information on a Course offered by Division of Business Course Title: (English) Marketing Management in China (Chinese) 中國營銷管理 Course Code: BUS20337 Credit Units: 3 Level: A2 Medium of English Instruction: Pre-requisites: CM Marketing Pre-cursors: Nil Equivalent Courses: CM20337 Exclusive Courses: Nil Course Duration: One Semester Course Aims: This course aims to equip students with knowledge and skills in marketing management in China in respect of her social and cultural environments. Emphasis is placed in the business environment, marketing channels, physical distribution and business logistics management, ethical issues and development of marketing strategies in China. It is to equip students with the necessary knowledge and skills to develop brands in China for consumer products and to introduce overseas brands to China, and to evaluate effectiveness of marketing management control in China. 1

2 Course Intended Learning Outcomes (CILOs) Upon successful completion of this course, students should be able to: 1. Analyse major factors that affect the business environment in China, such as social, cultural, economical, political and legal aspects. 2. Evaluate the challenges in China market and develop marketing strategies to cope with the challenges. 3. Develop framework for branding in China. 4. Analyse marketing channels, physical distribution and business logistics management in China. 5. Evaluate the effectiveness of marketing management control in China. 6. Apply ethical marketing orientation as a long term development strategy. Alignment of the CILOs with the Programme Intended Learning Outcomes (PILOs) of ABA (Marketing) CILOs (Please if the CILO(s) is/are Programme Intended Learning Outcomes aligned with the PILO (PILOs) I. Apply marketing and management knowledge and skills to work in front line positions or as management traineeships in marketing and/ or in services sector II. Apply interpersonal communication skills and generic skills while working in a culturally diversified team III. Relate arts and humanities, science and technology to their study, and to practice in an ethical and professional manner IV. Analyse business problems and issues taking into consideration various social, political, economic, technological and environmental factors. 2

3 Keyword Syllabus: (a brief description of the syllabus of the course) This course covers the following topics An overview of business environment in China Environmental scan of today s market place in respect of social, cultural, economic, political and legal aspects Marketing communication in China Promotion mix, advertising, sales promotion, public relation, personal selling and direct marketing in China Marketing strategies in China Price strategy, product strategy, promotion strategy and place strategy Marketing management control in China Sales force evaluation, marketing dashboard Future trends and developments in China markets Synergy analysis, strategic alliance, value chain enhancement Ethical marketing orientation in China Ethical competition, marketing decisions according to ethical and legal relationship Branding for consumer products in China Branding strategy, brand personality and equity Introduction of overseas brands of consumer products to China Market analysis, positioning and marketing planning Teaching and Learning Activities (TLAs): (designed to facilitate students achievement of the CILOs) a. Lectures focus on the introduction and explanation of key China marketing issues, supported by in-class discussions and case sharing as appropriate. b. Tutorials provide students with the opportunity to apply the concepts and theories acquired. Activities will include student presentations, case studies and class discussions on real China marketing issues. Teaching Schedule: Lecture (hr/week): 2 Tutorial (hr/week): 1 Other (please specify) (hr/week): Nil 3

4 Assessment Tasks/Activities: (designed to assess how well the students achieve the CILOs) Type of assessment tasks/activities % Brief Description of assessment tasks/ activities i. Tutorial discussion 10 Students are required to actively participate in the tutorial discussions. Assessment marks will be given to students showing constructive contribution to discussions. ii. Mid-term test 15 A 30 minutes to 1 hour test with short and /or multiple choice questions to test knowledge and understanding of theories and concept. iii. Group Project or Assignment 25 Students are required to participate in group project(s)/ presentation(s)/assignment(s) which focus on analyzing situation(s) in China market and applying appropriate marketing theories and practices applicable to the market environment. iv. Examination 50 A written examination to assess students understanding of concepts and theories, and abilities to apply learned knowledge to solve China marketing management challenges. Assessment Schedule (on the basis of Assessment Tasks/ Activities identified above) Examination: 50% Duration (Hrs): 2 Coursework: 50% Participation: 10% Grading Mode: Standard or Pass/Fail* (delete as appropriate) Alignment of TLAs and Assessment Tasks/Activities with the CILOs: TLAs (Please if the TLA(s) is/are aligned with the CILO CILOs 1 Analyse major factors that affect the business environment in China, such as social, cultural, economical, political and legal aspects. 2 Evaluate the challenges in China market and develop marketing strategies to cope with the challenges. 3 Develop framework for branding in China. 4 Analyse marketing channels, physical distribution and business Assessment (Please if the Assessment(s) is/are aligned with the CILO a. b. i. ii. iii. iv. 4

5 logistics management in China. 5 Evaluate the effectiveness of marketing management control in China. 6 Apply ethical marketing orientation as a long term development strategy. 5