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BBA/BBAMKT/BBAMGT/BBAIB
School of Business
Module Guide
MARKETING MANAGEMENT
BM3213
(Lecturer: Lau Cheng Yong)
1.
2.
3.
4.
5.
6.
Total Student
learning Time
Face to Face
(SLT)
L
L= Lecture
T= Tutorial
Guided: 56 hours
28
28
64
P= Practical
O=Others
7.
8.
Independent Learning :
64
Total: 120
9.
Objectives:
At the end of the course, students will be able to:
Practised and
Practised
learning.
13. Synopsis:
This module covers the need to appreciate good marketing planning which
requires a systematic progression from a companys vision and mission,
situational analysis, SWOT analysis, marketing strategies to tactical marketing
incorporating the marketing mix, budgeting and control.
40%
b. Final Exam
60%
TOTAL
100%
16. Mapping of the course/module to the programme aims;
BM3213 will help students achieve the programme aims, in particular the
following:
BBA (Hons) Business Administration
Programme Aims
To prepare students for a career in Business
and Management or related areas by
equipping them with relevant skills,
knowledge and understanding
To encourage students to develop an
analytical and enquiring mind to respond
creatively
to
the
problems
and
opportunities facing business and society
today
To allow students to develop qualities such
as flexibility, adaptability and independence
which will enable students to manage in a
rapidly changing economic, social and
technological environment
To enable students to communicate
effectively, not only in terms of language
proficiency but also in terms of wider
cultural context
Course Aims
Course Aims
Course Aims
To develop
independence
will enable
organisations
economic,
environment
profit sectors
To enable the student to communicate
information, ideas, problems and solutions
effectively to both specialist and nonspecialist audiences in a broad cultural
context
Throughout
the
programme,
undergraduates will be prepared for a
career
in
business
and
marketing
management or a related area
Course Aims
in
17.
Course Aims
Examine
and
appraise
management
concepts and frameworks through analysis
of complex, multifaceted business problems
encountered
by
managers
within
organisation
management
Use
and
practise
business-specific
communication techniques
Develop competences in planning, control
and integration
of
business related
activities
Course Aims
Examine
and
appraise
management
concepts and frameworks through analysis
of complex, multifaceted business problems
encountered
by
managers
within
organisations
Course Aims
Examine
and
appraise
management
concepts and frameworks through analysis
of complex, multifaceted business problems
encountered
by
managers
within
organisations
development
Demonstrate
awareness
of,
and
subsequently use, the available range of
analytical models and techniques that
might be applied to market planning and
control to produce superior performance in
both a national and international business
context
Contribute
to
independent
strategic
thought and practical solutions to the
development of marketing activities
Course Aims
Demonstrate
awareness
of
business
research methodology and techniques of
academic writing
management
Use
and
practise
business-specific
communication techniques.
TOPIC
SLT HOURS
L
Marketplace:
IL
TOTAL
Perspective
Management
19
.
of
Customer
Relationship
12
Product Experience
16
12
Revision
Total SLT
2
8
2
8
6
4
120
20
.
Students need to attach a standard cover sheet for each assignment. The cover
sheet must contain the following information:
Assessment
The write-up is marked over 100 marks. The assignment comprises of 30% of
the total marks for this course.
Guidelines
The assignment requires extensive reading of relevant materials, related
articles from electronic databases, textbooks, etc., and productive team
discussion among the group members.
The following points will be considered in assessing the submitted work (You are
required to refer to the rubric for guidelines):
Group Presentation
Each group of student is required to present their work in power point slides. The
group presentation is marked over 100 marks. The group presentation comprises
10% of the total marks for this course. The presentation will be held during
Week 13 , 2015.
Evaluation Rubric
Marketing Management (BM3213)
The following rubric will be used for the evaluation of the group assignment. Note
that the component areas are listed on the left column, and levels of
performance are listed across. This listing can help the students to prepare their
assignment better. (This rubric must be attached to your assignment before
submission).
Componen
ts/ Parts
Marks
Assigned
Definition
and
elaboratio
n of term/
concept/
theory
10 Marks
Related
marketing
concepts,
models
and/or
principles
15 Marks
Possible
adoption
of the
subject
term /
concept in
business/
marketing
practice
15 Marks
Marks Allocation
First
marker
0 3 Marks
4 7 Marks
8 10
Marks
Definition
and
elaboration
from author
and other
researchers
are not very
clear and
doubtful.
Definition
and
elaboration
from author
and other
researchers
trigger
reflection
but raise
some
doubts.
Distinctive
definition
and
elaboration
from book
author and
researchers
trigger high
quality
reflection on
the term,
concept or
theory.
0 5 Marks
6 10
Marks
11 15
Marks
Concepts,
models and
principles
mentioned
are weak.
Missing a lot
of important
points and
elaborations
.
Concepts,
models and
principles
mentioned
are good.
Explanation
is faired
average and
raised minor
doubts.
0 5 Marks
6 10
Marks
11 15
Marks
Merely
guessing on
the possible
adoption
and exhibit
poor
understandi
ng.
Explanation
is weak and
raised a lot
of doubts.
Has made
good effort
to adopt the
principles
and values
but not
convincing.
Explanation
is faired
average and
raised minor
doubts.
Critically
assessed the
subject term
and able to
point out the
principles
and values
which are
applicable
for practice.
Explanation
is
Concepts,
models and
principles
mentioned
are precise
and
accurate.
Explanation
is thorough
and
convincing.
Second
Marker
convincing.
Benefits of
utilizing
the
subject
term
/concept
in
marketing
practice
15 Marks
Examples
of real life
firms/
organizati
ons that
benefited
from the
utilization
of the
concept
15 Marks
Personal
view
on
the
subject
term
/concept
15 Marks
Conclusion
5 Marks
0 5 Marks
6 10
Marks
11 15
Marks
Explanation
on the
benefits is
weak and
fails to
impress
readers.
Explanation
on the
benefits
reflects
average
understandi
ng on the
subject
matter and
raised
doubts.
Explanation
on the
benefits
reflects
thorough
understandin
g on the
subject
matter and
convincing.
0 5 Marks
6 10
Marks
11 15
Marks
Examples
mentioned
are weak
and
doubtful.
Explanation
raised a lot
of doubts
Examples
mentioned
are good.
Explanation
is faired
average and
raised minor
doubts.
0 5 Marks
6 10
Marks
11 15
Marks
Explanation
on personal
view is
rated poor
and reflects
poor
understandi
ng.
Explanation
on personal
view is
rated good
and reflects
average
understandi
ng.
Explanation
on personal
view reflects
students
ability to
provide
strong view
with good
insights.
0 1 Marks
2 3 Marks
4 5 Marks
Examples
mentioned
are precise
and
accurate.
Explanation
is thorough
and
convincing.
Organizati
on of the
Write-up
10 Marks
Evaluated By:
Conclusion
is weak and
does not
interest the
reader. A lot
of unrelated
concepts
and
explanation
is repeated.
Conclusion
is faired
average
with
relevant
points
and/or facts.
Explanation
is good with
appropriate
elaboration.
Conclusion is
good with
relevant
points and
interesting
facts.
Explanation
is thorough
and
reflective.
0 3 Marks
4 7 Marks
8 10
Marks
Organizatio
n of write-up
is average
with cover
sheet.
Inconsistenc
y in
alignment,
spacing,
numbering,
bulleting
and major
grammatical
/ spelling
error.
References
follow
Harvard
Referencing
but with
noticeable
mistakes.
Organizatio
n of write-up
is good with
cover sheet.
Minor
inconsistenc
y in
alignment,
spacing,
numbering,
bulleting
and minor
grammatical
/ spelling
error.
References
follow
Harvard
Referencing
but with
minor
mistakes.
Organization
of write-up is
impressive
with proper
alignment,
consistent
spacing,
proper
numbering,
proper
bulleting and
no
grammatical/
spelling
error.
References
follow
Harvard
Referencing
and with no
glaring
mistakes.
cover sheet,
and rubric
are attached
accordingly.
Name: __________________
Name: __________________
Date: ___________________
Date: ___________________
Marks Agreed:
: _______________________________
Module Code
Student Name
: _______________________________
ID. No
Programme
: _______________________________
: ____________________
: _____________________
Company Name
: ______________________
Outstanding
Good
Average
Needs
Improvement
Weak/Fail
Interesting opening
Memorable closing
Creativity
Voice Distractions
Eye-contact
Enthusiasm
Interesting
Professional attire /
Dressing
Time Management
Teamwork
Judging Criteria
Structure
Delivery
Voice
Body Language
Communication
Skills
Professionalism
Pronunciation and
articulation
Voice projection /
volume
Interaction with
audience
Degree of preparedness
/ Response to questions
TOTAL MARKS
Comments:
________________________________________________________________________________________________________________
________________________________________________________________________________________________________________
______________________________________________________________________
Evaluated By:
Name: __________________
Date: ___________________
Name: __________________
Date: ____________________
: _______________________________________
: _______________________________________
Lecturer
: _______________________________________
Semester
: _______________________________________
Assignment
: _______________________________________
Student ID
Name
Program
Number
Signature