资料pre-term 2014-15 revised

1、Pre-Term, 2014 2015MSc Program in MarketingThe Chinese University of Hong KongThe Chinese University of Hong Kong MSc Program in Marketing (2014-15)Contents1)Schedule for Pre-term Study Weeks2)MKTG5011 Course Syllabus-Marketing Management (Prof. Julie Yu)-Statistics (Prof. Alan Tse)3)Recommended Rea

2、dings4)Campus Map5)Lunch Recommendation6)Code of Conduct & Practice7)Guidelines on Approach of Bad Weather8)Contact Us1Schedule for Pre-Term Study Weeks (16 29 August 2014)16 August 2014 (Saturday)0930 10001000 1100Registration (CYT_LT6) Orientation Full-timeWelcome speech: Professor Samart Powpaka

3、(Program Director)ICAC TalkSpeaker: Edwin Watt, Senior Community Relations Officer, ICAC Coach (CU CYT Tao Heung Training Restaurant, Fo Tan) Lunch (Tao Heung Training Restaurant)Coach (Tao Heung CU Main campus) Campus Visit1100 12001215 12301230 14001415 14301430 170018 August 2014 (Monday)0845 090

4、00900 10001000 13001300 14001400 17301730Registration (CYT_LT7) Coach (CU CYT Ma Wan) Team Building (Noahs Ark)Lunch (Noahs Ark Hotel & Resort, Ma Wan) Team Building (Noahs Ark)Coach (Ma Wan CU CYT)Dress Code: Program T-shirt, sport shoes. No skirt or dress.19 August 2014 (Tuesday)0930 12301430 1730

5、Class (MA: CYT_LT5 / MB: CYT_LT7) Class (MA: CYT_LT7 / MB: CYT_LT5)20 August 2014 (Wednesday)0930 12301430 1730Class (MA: CYT_LT5 / MB: CYT_LT7) Class (MA: CYT_LT7 / MB: CYT_LT5)21 August 2014 (Thursday)0930 12301430 1730Class (MA: CYT_LT5 / MB: CYT_LT7) Class (MA: CYT_LT7 / MB: CYT_LT5)22 August 20

6、14 (Friday)0915 09300930 10001000 11001100 1200Registration (CYT_LT7) Coach (CU CYT Sky100)Company Study Tour (Sky100) Speech (Sky100)Speaker: Ms. Josephine Lam, Managing Director, Sky100 Lunch (Sky100)Coach (Sky100 Jockey Club Shatin)Company Study Tour & Speech (The Hong Kong Jockey Club) Speaker:

7、Ms. Birgitta Tam, Executive Manager of Customer Digital ExperienceCoach (Jockey Club Shatin CU CYT)1200 14001415 15001500 18001800Dress Code: Smart casual with programs polo shirt; no singlets or flip-flops225 August 2014 (Monday)0930 12301430 1730Class (MA: CYT_LT5 / MB: CYT_LT6) Class (MA: CYT_LT6

8、 / MB: CYT_LT5)26 August 2014 (Tuesday)0930 12301430 1730Class (MA: CYT_LT5 / MB: CYT_LT6) Class (MA: CYT_LT6 / MB: CYT_LT5)27 August 2014 (Wednesday)0915 09300930 10451100 1230Registration (CYT_LT6)Coach (CU CYT Ocean Park) SpeechSpeakers: Ms. Vivian Lee, Executive Director, Marketing & Sales, Ocea

9、n ParkLunch (Neptunes Restaurant, Ocean Park) Company Study Tour (Ocean Park)1230 14001400 1800Dress Code: Smart casual with programs polo shirt28 August 2014 (Thursday)0930 12301430 1730Class (MA: CYT_LT5 / MB: CYT_LT6) Class (MA: CYT_LT6 / MB: CYT_LT5)29 August 2014 (Friday)0930 12301430 1730Class

10、 (MA: CYT_LT5 / MB: CYT_LT6) Class (MA: CYT_LT6 / MB: CYT_LT5)3MKTG5011 Marketing Management MSc Program in Marketing19 29 August 2014Prof. Julie H. YuRoom 1122 Cheng Yu Tung Building Email: .hkTel: 3943-7769TA: Crystal KwongRoom 1149-51 Cheng Yu TungBuilding CrystalK.

11、hk3943-7808Class Sessions: MKTG5011MA (9:30 am 12:30 pm) Venue: LT5 Cheng Yu Tung Building MKTG5011MB (2:30 pm 5:30 pm)Course ObjectivesThis course is devoted to the study of the management of marketing functions, the analysis of external forces affecting marketing decision making, the implementatio

12、n and control of marketing activities, and an examination of the global impact of marketing. The primary objectives of the course are: to offer students an opportunity to apply marketing concepts, principles and theories to implement effective marketing operationsto expose students to a variety of m

13、arketing problems faced by large and small, as well as profit and nonprofit, organizationsto enable students to conduct in-depth analyses of marketing opportunities and problems, and to design realistic strategies for implementationto enable students to recognize planning needs, and demonstrate how

14、component strategies should be developed and synthesized in a cohesive marketing programRecommended ReadingPhilip Kotler and Kevin Lane Keller, Marketing Management, 14th Edition, Pearson Education, 2012. Conceptual materials will be presented through lectures and class discussions. Participants are

15、 expectedto preview all materials (PDF files) prior to the associated sessions, and to actively participate in all discussions. Review the BrandHK website (.hk) prior to the first class session and prepare for discussion of destination marketing.Grade ComponentsElevator Pitch (15%): C

16、reate an elevator pitch which takes no longer than 60 seconds to deliver.Written Assignment (50%): Write a marketing application for a corporation of your choice (i.e., one which you hope to work for in the future). Give (a) a concise statement of the major problem(s) faced by your organization at t

17、he present time, relevant to a specific marketing concept(s) and (b) your own specific and feasible recommendations to solve the stated problem. Do not simply describe what has been done in the past, but rather offer suggestions for helping the company to improve in the future, and provide supportin

18、g rationale. Use 12-pt Arial font and 1.5 line spacing (maximum 2 pages, no specific margin setting); place your name in the upper right hand corner. Failure to follow this format will result in a point deduction; no late submissions will be accepted. The written assignment must be submitted as a Wo

19、rd document to VeriGuide. A signed VeriGuide acknowledgement statement in hard copy is to be included with the written assignment, but DO NOT STAPLE them together.The Chinese University of Hong Kong places very high importance on honesty in academic work submitted by students, and adopts a policy of

20、 zero tolerance on cheating in examinations and plagiarism. Please review the information contained on the following websites prior to the start of this course:(1) Relevant Policies on Honesty in Academic Work: .hk/policy/academichonesty/(2) ProceduresforElectronicSubmissionofAssig

21、nment:/academic/documents/VeriGuide_Academic_Student_User_Manual_CUHK.pdfOral Participation (35%): All students are expected to attend and participate in all sessions. Please pick up ONLY YOUR OWN NAMEPLATE upon entering the classroom, as it will be used for taking atten

22、dance (no need to sign in). The oral participation grade will be based upon the quality and quantity of individual contributions during class discussions of both marketing concepts and case studies. The number of points assigned for OP is objective not arbitrary and will be based upon daily records

23、of your contributions to class discussions. There is no need to get my approval for leave. Half a point (out of a maximum of one point per class session) will be deducted for every absence from the classroom and/or late attendance (more than 20 minutes) regardless of the reason (including medical).

24、I believe that those students who attend class but do not participate during the session should be differentiated from those who are not physically present at all. You may miss up to one-third of the class sessions, but anything more than that may result in a failing grade for the course. Your OP gr

25、ade will be a weighted score based on the average number of contributions made by all participants during one class session. The record will be transparent, so you are encouraged to check your score after every session; any discrepancies may be discussed with theTA, but only after that class and on

26、the same day.4Course Schedule and Reading AssignmentsDateSession 1(19 Aug)TopicDefining Marketing for the 21st Century Developing Marketing Strategies and Plans Collecting Information and Forecasting DemandBrandHK Review website (.hk) before classText123Session 2(20 Aug)Conducting Mar

27、keting Research Creating Long-term Loyalty RelationshipsCompetitive Dynamics4511Session 3(21 Aug)Analyzing Consumer Markets Analyzing Business MarketsIdentifying Market Segments and TargetsCase: Hong Kong Jockey Club678Session 4(25 Aug)Creating Brand Equity Crafting the Brand Positioning Setting Pro

28、duct StrategyDesigning and Managing Services9101213Session 5(26 Aug)Introducing New Market Offerings Developing Pricing Strategies and ProgramsDesigning and Managing Integrated Marketing Channels Managing Retailing, Wholesaling, and LogisticsCase: Ocean Park20141516Session 6(28 Aug)Designing and Man

29、aging Integrated Marketing Communications Managing Mass Communications: Advertising, Sales Promotions,Events and Experiences, and Public RelationsManaging Personal Communications: Direct and Interactive Marketing, Word of Mouth, and Personal Selling171819Session 7(29 Aug)Tapping into Global MarketsM

30、anaging a Holistic Marketing Organization for the Long Run SummaryElevator Pitch (maximum 60 seconds)Written Assignment (maximum 2 pages)21225MKTG 5011 MA/MB Marketing Research Pre-termCourse ObjectivesThe objective of this course is to provide a statistical foundation required for more sophisticate

31、d data analyses in Marketing Research. The aim is to teach you when a technique is appropriate and how it can be used to support sound marketing decision making, leaving the computational aspect to the computer. The course will include many hands-on sessions with statistical software. The emphasis t

32、hroughout the course is on concepts, rather than technical details.Instructor: Alan Tse (email: .hk, URL: /cw/)Teaching Assistant: Cheung Yu Wai (.hk)TextbookDavid Moore, William Notz and Michael Fligner, 2013, The Basic Practice of Statistics, 6th ed.

33、, W. H. Freeman and Co.Topic Areas6DateTopicVenue19 AugustProbability 1CYT LT720 AugustProbability 2CYT LT721 AugustSummary StatisticsCYT LT725 AugustGraphingCYT LT626 AugustStatistical Inference 1CYT LT628 AugustStatistical Inference 2CYT LT629 August1 hours Open Book Examination Statistical Infere

34、nce 3CYT LT6Statistical softwareWe are going to use SPSS for most of the data analyses. However, when the required function is not available in SPSS, or it is very tedious to use SPSS, we would use R instead.R can be downloaded from /mirrors/CRAN/. Please choose the appropriate lin

35、k to download and install the correct version of R on your machine. You can save the downloaded file in your machine, double click the file to install it. Accept all the defaults and finally click Finish to complete the installation.Mac users often come across the following warning message when they

36、 use R:WARNING: Youre using a non-UTF8 locale, therefore only ASCII characters will work.Please read R for Mac OS X FAQ (see Help) section 9 and adjust your system preferences accordingly.This is not a bug. Please try the following to correct the problem:.Open TerminalWrite or paste in: defau

37、lts write org.R-project.R force.LANG en_US.UTF-8 Close TerminalStart RYou are advised to bring along with you to the class your notebook computer, fully charged, so that you can follow me closely for the statistically analyses we are going to do.Course MaterialsAll PowerPoint slides and course mater

38、ials are available for download from Moodle in my website after 15 August. Click the menu item Moodle and then the course title MKTG5012 to log on. Your username is your student ID without the “s”, and your initial password is changeme. After you have logged on successfully for the first time, you w

39、ould be asked to change your password.If you get an error message when you click a link to download a file, please click the link using the right mouse button, then select Open in new tab. In the newly opened window, click the file link to download the file.7Recommended Readings1.Philip Kotler and K

40、evin Lane Keller, Marketing Management, 14th Edition, Pearson Education, 20122.BrandHK website (.hk)3.David Moore, William Notz and Michael Fligner, 2013, The Basic Practice of Statistics, 6th ed., W. H. Freeman and Co.8Campus MapClass Venue:Orientation16/8: CYT_LT6, 2/F, Cheng Yu Tun

41、g Building, CUHKOuting registration18, 22/8: CYT_LT7, 3/F, Cheng Yu Tung Building, CUHK 27/8: CYT_LT6, 2/F, Cheng Yu Tung Building, CUHKLecture: Prof. Yus Class: CYT_LT5, 2/F, Cheng Yu Tung Building, CUHK Prof. Tses Class (1st Week): CYT_LT7, 3/F, Cheng Yu Tung Building, CUHK Prof. Tses Class (2nd W

42、eek): CYT_LT6: 2/F, Cheng Yu Tung Building, CUHK9 MTR CYTLunch Recommendation1)Shatin or Tai Po Market, by MTR (takes 10-15mins for each way) Restaurant information: 2)Near University MTR station, there are Maxims Caf and Hung Fook Tong.3)Canteens Inside CUHK campus: http:/www.cuhk.e

43、du.hk/english/campus/accommodation.html10 Morningside College (晨興書院)Morningside College Dining Hall晨興書院宴會廳LG1, Maurice R. Greenberg BuildingMorningside College Caf晨興書院咖啡閣G/F, Tower Block, Morningside CollegeS.H.HO College (善衡書院)Canteen of S.H. Ho College (with Caf)善衡書院餐廳（附設咖啡閣）1/F, Chan Chun Ha Hall

44、Chung Chi College (崇基學院)Chung Chi College Student Canteen崇基學院學生膳堂Chung Chi TangPommerenke Student Centre Canteen龐萬倫學生中心膳堂2/F, Pommerenke Student CentreLi Wai Chun Building Coffee Shop樓咖啡室G/F, Li Wai Chun BuildingEbeneezers Kebabs & PizzeriaEbeneezers Kebabs & PizzeriaRoom G05, Li Wai Chun BuildingOr

45、chid Lodge蘭苑Next to Ho Tim BuildingCaf 330Caf 330101A, 1/F, Yasumoto International Academic ParkCaf 12Caf 123/F, Cheng Yu Tung BuildingThe StageThe Stage3/F, Cheng Yu Tung Building11Central Campus (中央校園)Benjamin Franklin Centre Coffee Corner范克廉樓咖啡閣G/F, Benjamin Franklin CentreBenjamin Franklin Centr

46、e Student Canteen范克廉樓學生膳堂G/F, Benjamin Franklin CentreBenjamin Franklin Centre Staff Canteen范克廉樓教職員餐廳 (*茶樓)G/F, Benjamin Franklin CentreBenjamin Franklin Centre Fast Food Shop范克廉樓快餐店LG, Benjamin Franklin CentreBenjamin Franklin Centre Fast Food Shop (Western Dining Section/ Pool Side Caf)池畔軒LG, Benj

47、amin Franklin CentreJohn Fulton Centre Canteen富爾敦樓餐廳LG, John Fulton CentreLee Shau Kee Building Coffee Shop李兆基樓咖啡室LG, Lee Shau Kee BuildingBasic Medical Sciences Building Snack Bar李卓敏基本醫學大樓小食店G/F, Basic Medical Sciences BuildingWomen Cooperative Store女工合作社 (*外賣小食店)LG, Benjamin Franklin CentreCode of

48、 Conduct & PracticeGeneral ConductMSc participants are expected to uphold high levels of integrity and responsibility, andconduct themselves as management professionals at all times.Professional image isreflected, inter alien, by ones dress code and demeanor.These include tidy andappropriate attire

49、for the occasion, proper manners and social behavior, and respectable mode of speech or expression.Some instructors may set specific standards for their classes.Smoking/EatingSmoking/Eating in the lecture room is NOT allowed.Mobile PhoneTo avoid disturbance and interruption in the lecture, all stude

50、nts are requested to turn off their mobile phones.AttendanceStudents are required to meet up at least 70% attendance in each course. A participant who cannot attend classes because of illness or other reasons shall apply, with relevant supporting documents, for leave of absence. An application addre

51、ssed to the Program Director and the teacher involved is necessary.PunctualityParticipants are expected to attend and participate in all scheduled teaching periods. Class attendance will be taken each session. Students are expected to be punctual. To implement the rule of punctuality, students who a

52、re late for more than 20 minutes or leave early for more than 20 minutes will be considered absent for that session. More than three absences in a course conducted in a trimester may result in an F being assigned as the final grade of the course, while individual instructors may also have their own class attendance/participation requirements in consideration of the final grade assignment. Please note that forging of attendance records is in direct violation of University regulation resulting in disciplinary actio