MKT 206

Introduction to MarketingDR. DALU FANG

方大陆 博士

UNIVERSITY OF INTERNATIONAL BUSINESS AND ECONOMICS

dalufang@uibe.edu.cn

Brief Self-introduction

Education

The Hong Kong Polytechnic University

Department of Management and Marketing

Ph.D. in Marketing (2017)

MPhil in Marketing (2012)

University of International Business and Economics

School of International Trade and Economics

B.A. Honors’Program in Economics (2010)

Teaching Experience

2020-Present: Global Marketing, Department ofMarketing, Business School, UIBE.

2020-Present: Introduction of Marketing, Summerschool, UIBE.

2020-Present: Marketing Management, Summer school,UIBE.

2018-Present: Sales and Custom RelationshipManagement, Department of Marketing, BusinessSchool, UIBE.

2011-2014: Introduction of Marketing, Department ofManagement and Marketing, Faculty of Business, TheHong Kong Polytechnic University.

Teaching Assistant

Ms.YiJie Peng

Major：

2019-2021 Accounting

2021- Marketing

【Welcome to ask questions about professional courses in

International Business school ～～】

Grade：Senior

Hobby：Movie；Piano；Novel；卷综测

Honor：National Scholarship； Outstanding student

WeChat ID：15801267812

About UIBE Marketing Department

History of China Marketing

Prof. Luo Zhenduan （罗真耑教授）

First Marketing Course in China （1980，UIBE）

Introduction

Who are you？

What do you want from this course？

Why we need to learn marketing？

POP MART

Loot Box-CS GO

Genshin

Marketing Elements

Product?

Price ?

Promotion ?

Placement ?

People ?

Physical ?

Process evidence?

Government and Public relationships?

What’s the life style of China？

Modern？

Traditional？

What is the largest difference between China the rest of the World ？

Hola Effect

Marketers encounter unique or unfamiliar features in

countries or regions

Counterfeiting and piracy in China

Bribery and corruption

High- and Low-Context Cultures

Data, Digital and Deliver (DDD)

BAT (Before): Baidu, Alibaba and Tencent

BAT (Now): Byte dance, Alibaba and Tencent

FANG: Facebook, Amazon, Netflix and Google

FAAMG: Facebook、Amazon、Apple、Microsoft and Google

Life Style Change with

Chinese Internet giants

Alibaba: Alibaba’s New Retail Explained with Taobao/Tmall

Tencent: a day of Wechat

Byte Dance: TikTok's Owner Is Taking Over the World

Practice: Try on Tik-Tok

Social Media

Advertising and Public Relationships

Marketing and Selling

Luo Yonghao (罗永浩) with 18 million followers

Made In China

Made in Germany (1887)

寒山拾得

昔日寒山问拾得曰：世间有人谤我、欺我、辱我、笑我、轻我、贱我、恶我、骗我、如何处治乎？

拾得曰：只要忍他、让他、由他、避他、耐他、敬他、不要理他，再待几年你且看他。

Course Goals

To provide students with an understanding of the role of marketing in

business organizations, as well as in an increasingly multicultural and

technological society.

To expose students to the fundamental marketing theories.

To enhance the understanding of the marketing theories through “real

world’ business case analysis

To emphasize the importance of ethical and socially responsible behavior

in marketing.

好学近乎知，力行近乎仁，知耻近乎勇。

Required Textbook：

P. Kotler and G. Armstrong

Principles of Marketing, 17th

Edition, 清华大学出版社, 2016, ISBN-13: 9787302576211

《市场营销：原理与实践（第17版）新版（工商管理经典译丛）》，菲利普·科特勒，加里·阿姆斯特朗著，楼尊译，ISBN： 9787300281193 ，中国人民大学出版社，2020-07-01。

Course Evaluation

Class participations 10%

Quiz/Assignments 15% (5% for each)

Groups Projects 15%

Marketing Plan

Plan Part I – Consumer and Market Profile

Plan Part II – Marketing Strategy

Plan Part III – Marketing Plan Presentation

Final Written Exam (Close Book) 60%

Group Projects

Groups of 5 students will be formed at the beginning of the semester (10

groups for this course). The group based projects will make up for 15% of

students’ final grades. The following task will be assigned to the students

and they will be graded as a group:

Marketing Plan (MP)

Each group will be assigned a specific industry from which they will choose a

product to build a Marketing Plan. Groups will submit their product idea on

Week 11 (Nov 19th) for approval.

Requirement of MP

Part I: The Consumer and Market Profile

For this part of the assignment, each group is required to provide an in-depth analysis of the

consumer and the market within which the product will be sold.

Part II: The Marketing Strategy

This part of the Marketing Plan will use the 4 P marketing mix strategy, including each

group’s financial calculations, export considerations, and implementation of the product

plan. This strategy is specifically constructed for the target market the group describes in the

Consumer and Market Profile part of the assignment. A HARD COPY report within 3000-5000

words as well as the HARD COPY of the final PPT slices should be submitted before the 16th

Week(Dec 24th).

Requirement of MP

Part III: The Marketing Plan Presentation

During the last class, each group will be assigned a time to present both parts of their Marketing Plan. Each group will have a maximum of 20 minutes to present. Please note that all group members are asked to present the Marketing Plan.

Three or four groups will be Randomly selected to present the marketing plan in class in the 17th week’s class. The rest teams are required to record a video presentation and then submit to the Instructor (use BaiduYun) within a week (Before Jan 7th)and the video will be available for all classmates. The score of group marketing plan will be evaluated based on the written report, ppt slices and oral presentation comprehensively.

In addition, all groups should submit the final PPT slides of their marketing plan presentation on the day of presentation (Week 17, Dec 31th)

MOOC

Hope you enjoy my

course!

https://www.bilibili.com/

video/BV1WA411u7h4?p

=1

TASK

10 Groups

Choose one as group leader

Five students per group

Free of arrangement

Each group leader submit your group members list to TA before next class

Those who without team will be assigned in next week.