UNIVERSITY OF MACAU
FACULTY OF BUSINESS ADMINISTRATION
FIRST SEMESTER 2023/2024
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Course: MKTG2000 PRINCIPLES OF MARKETING
Secti Instruct Lecture Fro Office
on or date m To Venue Office phone
Lancy Mon, Thu 11:3 12:4 E22- E22- 8822-4758
001 Mac 0 5 2015 1051
Lancy Mon, Thu 14:3 15:4 E22- E22- 8822-4758
002 Mac 0 5 4011 1051
Grace Tue, Fri 11:3 12:4 E22- E22- 8822-4670
003 Ho 0 5 2015 1056
Si Kao Tue, Fri 13:0 14:1 E22- E22- 8822-4744
004 0 5 2014 2014
Isabel Fu Mon, Thu 17:3 18:4 E22- E22- 8822-8893
005 0 5 2014 2068
Course webpage: http://ummoodle.um.edu.mo/
INTRODUCTION
This course is designed to introduce you to the basic concepts of marketing.
The course will develop your understanding and skills in the formulation of
marketing strategies across many different industry sectors, and as such, it
will provide you with a broad introduction to the mechanics of commercial
competition and strategic thinking. Given the changing nature of marketing in
relation to heightened market-place competition, the incorporation of IT into
organization strategy, and furthermore, the expanding knowledge-base and
concerns of consumers, organizations now have to be more focused on their
core competencies to be successful. This course will help you to position an
organization in relation to the needs of the marketplace.
COURSE INTENDED LEARNING OUTCOMES
This is an introductory Marketing course. It aims to introduce you to the
conceptual framework, practice and issues associated with marketing. Special
attention is devoted to demonstrating that marketing can offer organizations
tools to help them survive and, more importantly, thrive in competitive
environments.
The intended learning outcomes are to:
1. Discuss key concepts and principles of marketing;
2. Identify and explain main factors involved in understanding the
marketplace;
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3. Discuss the components of the marketing mix;
4. Formulate decisions using marketing concepts in business organizational
context; and
5. Collaborate with teammates to acquire communications skills which are
essential for business managers.
REQUIRED TEXTBOOK
Kotler, Philip and Armstrong, Gary (2018), PRINCIPLES OF MARKETING,
Global Edition, 17th Edition, Pearson Education.
ASSESSMENT
Assignments 25%
Group project 20%
Mid-semester Test* 25%
Final Examination 30%
*Mid-semester test will cover chapters 1, 2, 3, 5, 7.
COURSE CONTENTS
The following table listed the main topics to be covered, their approximate
timing as well as the relevant chapters to read.
Week Topics Chapte
r*
1-2 Introduction to Marketing: Creating Customer Value 1
3 Company and Marketing Strategy 2
4 Analyzing the Marketing Environment 3
5 Consumer Markets and Buyer Behavior 5
6 Customer-Driven Marketing Strategy: Creating Value for 7
Target Customers
7-8 Product, Services and Brand: Building Customer Value 8
Product Life Cycle 9
9 Pricing: Understanding and Capturing Customer Value 10
Pricing Strategies 11
10 Marketing Channels: Delivering Customer Value 12
11-12 Engaging Consumers and Communicating Customer 14
Value: Integrated Marketing Communication Strategy
13-14 Project presentations -
* In accordance with the 17th Edition of Kotler and Armstrong’s Principles of
Marketing
ACADEMIC HONESTY
Academic dishonesty will not be tolerated. This may include, but not limited
2
to, cheating, fabrication, collusion and plagiarism. The academic integrity
code applies to ALL class work. If you are found to have committed any act of
academic dishonesty, your grade will be severely affected. Other possible
consequences include academic probation, a notation of cheating on your
university transcript, or dismissal from the university. You can refer the
university policy regarding student dishonesty.
https://grs.um.edu.mo/wp-content/uploads/Rules-on-Handling-Student-
Academic-Dishonesty.pdf
STUDENT AFFAIRS OFFICE (SAO)：PSYCHOLOGICAL COUNSELLING &
DISABILITY SUPPORT SERVICE
(1) Psychological Counselling Service: SAO provides confidential and
professional psychological counselling, aiming at enhancing students’
adjustment to university life, capability to cope with challenges and
psychological well-being. To make an appointment or learn more about
the service, please contact us:
Appointment form：https://go.um.edu.mo/ue3vtd9b
Email：[email protected]
Tel：8822 9000
Webpage：https://scs.sao.um.edu.mo/
Wechat Official Account: UMcounselling
(2) Disability Support Service: SAO provides disability support services so
students with permanent or temporary disabilities can have equal
opportunity in education, university life and other services in the
university. If you have physical, visual, hearing, speech, learning or
psychological impairment(s) which substantially limit your learning or
activities of daily living, please contact SAO directly. SAO will assess
your special educational needs and communicate with your instructor so
as to provide you with the most appropriate support. To learn more
about the service, please contact us:
Email:
[email protected] Tel: 8822 4901
Webpage: https://scs.sao.um.edu.mo/
