HONG KONG INSTITUTE OF MARKETING

HKIM Qualifying Scheme Name of Award Diploma in Marketing Professional Diploma in Marketing Graduate Diploma in Marketing* Admission Requirements Post-secondary HKIM Diploma or equivalent HKIM Professional Diploma or equivalent HKQF Equivalence 3 (Diploma) 4 (Associate Degree/ Hi Diploma) 5 (Degree) Descriptor Operational / Implementation Planning and Operations Management Strategic Management 4 6 + Case Study I Structure (No. of Modules)

2 + Case Study II

* name and structure to be confirmed

L3 Diploma in Marketing Modules 1. 2. 3. 4. Business Environment Fundamentals of Marketing Sales and Selling Practices Research and Information Fundamentals Total hours: L4 Professional Diploma in Marketing Core Modules 1. 2. 3. 4. Marketing I (Planning and Management) Marketing II (Sales and Customer Management) Marketing III (Communication and Relationship Management) Case Study I Total hours: Notional Contact Hrs 45 45 45 Open 135+ Notional Contact Hrs 45 30 30 45 150

L4 Professional Diploma in Marketing Electives (3) Modules 1. 2. 3. 4. 5. 6. Services Marketing Brand Management Events Management Global Marketing Management China Marketing International Marketing Research Management Total hours (3 electives): Notional Contact Hrs 30 30 30 30 30 30 90

L3 Diploma in Marketing (pitched at HKQF Level 3) Programme Aim This is the first stage of studies in marketing. It aims to provide a fundamental, introductory knowledge necessary for those who are interested in, or are already in junior marketing positions. It provides interested individuals the necessary knowledge to handle and implement marketing tasks at the foundation or operational level. Pre-requisite Learning Post-secondary education including English, and evidence of knowledge or qualification in Business Studies or in numeric studies or physical science. Modules 1. Business Environment 3. Sales and Selling Practices

2. Fundamentals of Marketing 4. Research and Information Operations

L3 Diploma in Marketing (pitched at HKQF Level 3) Module Title BUSINESS ENVIRONMENT (45 hrs) Module Rationale To provide students with an understanding of the basics of business operations. To provide an appreciation that business organisations operate in a changing environment and the needs to respond to such changes. Learning Upon completion of the module, students will be able to: Outcomes Distinguish between the different types of business organisations and the related management/ structural concepts Describe the external environments in which business organisations operate Explain how changes in the external environments would impact on organisations Explain the functions of accounting and finance in a business organisations Identify the impact of laws on business operations. Key Content Area 1. Types of business organisations, structures, organisation functions, authority and responsibilities 2. Introduction to the external and internal environments for businesses 3. The political and the legal environments, with relations to the international and the Hong Kong context 4. Social, demographic and cultural context of a business 5. The business structure, industrial structure, government and business, legal requirements for business organisations, basic understanding of contract and agency laws. 6. Economic and competitive environment including basic principles of micro-economics, various types of competitive markets 7. Introduction to change management impact of external environment and technological changes, responding to change, and how employees should cope with management changes. 8. Basic knowledge of accounting, costing and budgeting. Recommended I. Worthington, C. Britton, The Business Environment, Financial Time Press, Texts latest edition Supplementary notes on accounting costing and budgeting Further readings on contemporary issues related to business environment Recommended Lectures and tutorials learning strategy Recommended Minimum 70% written examination assessment format

L3 Diploma in Marketing (pitched at HKQF Level 3) Module Title FUNDAMENTALS OF MARKETING (30 hrs) Module Rationale To introduce to students the basic principles and concepts of marketing Learning Upon completion of the module, students will be able to: Outcomes Present the basic principles of marketing and the importance of a marketled approach to doing business Identify the major elements of a customer-led marketing mix Describe the technological aspects of marketing a product Demonstrate the legality, ethics and social responsibility of marketing a product Key Content Area 1. Marketing and the marketing process, including difference between product and services marketing, and the role of marketing within the whole organization 2. The basic concepts of the marketing and extended marketing mix 3. The marketing environment and management of marketing information 4. Introduction to product, services and branding strategy, new product development and PLC changes, test marketing 5. Pricing, managing marketing channels 6. Introduction of marketing communications, advertising and publicity, sales promotion, personal selling and direct marketing 7. Overview of the marketing planning process, implementation and control 8. Basic concepts of laws and regulations relating to consumer rights and intellectual property rights, CSR and business ethics Recommended G. Armstrong, P. Kotler, Marketing: An Introduction, Prentice Hall, latest Texts edition Further readings on contemporary issues related to marketing Recommended Lectures and tutorials learning strategy Recommended Minimum 70% written examination assessment format

L3 Diploma in Marketing (pitched at HKQF Level 3) Module Title SALES AND SELLING PRACTICES (30 hrs) Module Rationale To provide students with an understanding of different selling skills and to apply these skills to effective selling Learning Upon completion of the module, students will be able to: Outcomes Explain the importance of selling, and the needs of customers Describe and identify the basic selling skills and techniques Describe the basic theories of buyer behaviour Describe the legal requirements for conducting a sale Describe effective sales management Key Content 1. Understanding buyers and sellers Areas 2. Basic concepts of buyer behaviour 3. Value creation in buyer-seller relationships 4. Ethical and legal issues in relationship selling 5. Planning a sales call 6. Communicating the sales message 7. Negotiating for win-win solutions 8. Closing the sale and follow-up 9. Appreciate sales management 10. Legal aspects of selling including contracts and sales of goods, agency laws Recommended M.W. Johnston, G.W. Marshall, Relationship Selling and Sales Management Texts w/ ACT! CD-ROM, Mc-Graw Hill Professional, latest edition Supplementary notes on areas related to legal aspects of selling Further Readings I. Worthington, C. Britton, The Business Environment, Financial Time Press, latest edition (on chapters relating to agency law, sales contracts) Selling and Sales Management, 2008, Vol. 28 p167-184 B. Janet, Superior Sales, Dealerscope, April 2008, p26 Recommended Lectures and tutorials learning strategy Recommended Minimum 70% written examination assessment format

L3 Diploma in Marketing (pitched at HKQF Level 3) Module Title RESEARCH AND INFORMATION FUNDAMENTALS (45 hrs) Module Rationale To provide students with an understanding of the tools and techniques for marketing research, planning and analysis To allow students to appreciate information technology and its impacts to businesses Learning Upon completion of the module, students will be able to: Outcomes Identify marketing research tools and techniques Make contributions to the process of collecting information for marketing planning Describe marketing intelligence system and the decision support systems Execute various marketing research methods and develop skills in research design, data collection, and data analysis Identify elementary quantitative methods and applications in the marketing process Key Content 1. The marketing research process Areas 2. Information management 3. Customer relationship management 4. Marketing decision support systems 5. Types of data: primary and secondary 6. Collecting qualitative data and designing interviews, focus groups 7. Questionnaire design and issues 8. Sampling methods 9. Data analysis and presentation 10. Current issues in marketing research Recommended J.F. Hair, R.P. Bush, D.J. Ortinau, Marketing Research: Within a Changing Text Information Environment, McGraw Hill, latest edition Further Readings A. Wilson, Marketing Research: An Integrated Approach, Prentice Hall, latest edition Recommended Lectures and tutorials learning strategy Recommended Minimum 70% written examination assessment format

L4 Professional Diploma in Marketing (pitched at HKQF Level 4) Programme Aim Targeting at senior marketing operations executives and junior marketing managers, this programme is aimed at training them to design, plan and manage pre-defined marketing related activities. Pre-requisite Learning Evidence of pre-requisite knowledge and understanding at foundation level (HKQF Level 3) of the general business environment, introductory marketing concepts, sales and operations, the collection and use of data. Modules Core 1. Marketing I (Planning and Management) 2. Marketing II (Sales and Customer Management) 3. Marketing III (Communication and Relationship Management) 4. Case Study I Modules Electives (select 3) 1. Brand Management 2. Events Management 3. International Marketing Management 4. China Marketing 5. Marketing Research Management L4 Professional Diploma in Marketing (pitched at HKQF Level 4) Module Title MARKETING I PLANNING AND MANAGEMENT (CORE) (45 hrs) Module Rationale To be able to use the analytical techniques and tools for decision making in the preparation of marketing plans for both product and services markets To appreciate the need to design marketing mixes to achieve specific strategic and tactical objectives in both products and services markets Learning Upon completion of the module, students will be able to: Outcomes Design appropriate marketing plans for particular marketing segments and marketing contexts Identify the marketing and services marketing functions as an integral part of the broader concepts of human resources planning and management of an effective organisation. Specify marketing information requirements to formulate effective marketing plans Undertake and select suitable performance measures for monitoring and control Key Content 1. Concepts of tools for assessing external environments and internal Areas resources 2. Implementation and management of marketing plans, promotion and publicity programmes 3. Concepts of innovation, new product development, branding, repositioning and rationalisation 4. Service design, positioning, dimensions of service quality, new service developments, service blueprints 5. Pricing, price setting, competitive advantage pricing, price discrimination in both product and services market 6. Marketing communications: designing and managing IMC, including advertising, sales promotion, events & public relations, direct marketing, sales force 7. Managing distribution channels, channel evolution and new channels.

Recommended Texts

Further Readings

Recommended learning strategy Recommended assessment format

Intermediaries in service delivery, franchising, agents and electronic channels; use of physical evidence of service 8. Internal marketing, service quality, role of personnel and customers in delivery, employee training and management, productivity. Human resources, employee relations 9. Concepts of monitoring and evaluating marketing plans for both products and services markets 10. Current issues in marketing; ethical and environmental concerns; product liability, children and minorities P. Kotler, K.L. Keller, Marketing Management, Prentice Hall, latest edition Topics include: connecting with customers, building strong brands, shaping the market offerings, delivering and communicating values Supplementary notes on marketing aspects of HRM, internal marketing, ethics M.B. Wood, The Marketing Handbook, Pearson Prentice Hall, latest edition M. McDonald, Marketing Plans How to prepare them, how to use them, Oxford, Butterworth-Heinemann, latest edition Pricing and Positioning for Entrepreneurial Marketers, Knowledge@Wharton, March 2005 The Hard Sell - How to Market Products That Are No Longer Popular, Knowledge@Wharton, April 2008 D. Sini, N.P. Voki (2007), Integrating internal communications, human resource management and marketing concepts into the new internal marketing philosophy, Working Paper Series, Paper No. 07-12, Faculty of Economics and Business, University of Zagreb, downloaded from http://ideas.repec.org/p/zag/wpaper/0712.html. Lectures and tutorials

Minimum 70% written examination

L4 Professional Diploma in Marketing (pitched at HKQF Level 4) Module Title Module Rationale MARKETING II SALES AND CUSTOMER MANAGEMENT (CORE) (45 hrs) To build on the foundation on Business Operations and Selling, this module allows students to consider selling from a management perspective To enable students to appreciate good planning, organisation and management of the sales force and the importance of sales to the overall performance of an organisation To equip with the fundamental concepts of consumer behaviour Upon completion of the module, students will be able to: Plan and manage sales force, apply managing techniques in leading, monitoring, evaluating and motivating performance Identify the range of economic, social, cultural and behavioural factors that influence consumer purchasing decisions Analyse consumer behaviour so as to apply effective influence, persuasiveness and communication SALES MANAGEMENT 1. Managing sales territory and time effectively 2. Salesperson performance: behaviour, role perception, and motivation 3. Training and developing salespeople 4. Salesperson compensation and incentives 5. Evaluating salesperson performance CONSUMER BEHAVIOUR 6. Consumer motives and values 7. Consumer response to marketing actions 8. Consumer demographics and psychographics 9. Influences on social groups, culture and subculture 10. New product buying 11. Repeat, loyal and relational buying 12. Consumer attitudes development in the Asia region M.W. Johnston, G.W. Marshall, Relationship Selling and Sales Management w/ ACT! CD-ROM, Mc-Graw Hill Professional, latest edition M. Evans, A. Jamal, G. Foxall, Consumer Behaviour, Wiley, latest edition R. Blackwell, Consumer Behaviour: An Asia Pacific Approach, Cengage Learning Australia, latest edition J. Moutot, G. Bascoul, Effects of Sales Force Automation Use on Sales Force Activities and Customer Relationship Management Process, Journal of Personal Selling and Sales Management, Vol. 28, No. 2, pp. 167-184 'Influentials' and 'Imitators' - How to Better Forecast the Sale of New Products, Knowledge@Wharton, September 2006 Lectures and tutorials

Learning Outcomes

Key Content Areas

Recommended Texts Further Readings

Recommended learning strategy Recommended assessment format

Minimum 70% written examination

L4 Professional Diploma in Marketing (pitched at HKQF Level 4) Module Title Module Rationale MARKETING III COMMUNICATION AND RELATIONSHIP MANAGEMENT (CORE) (45 hrs) To provide a sound understanding of different approaches of marketing communications mix To build on the foundation of different methods of communications means, so as to allow students to further investigate the importance of managing relationships with customers To understand the principles and tools of customer relationships management Upon completion of the module, students will be able to: Demonstrate sound knowledge of different promotional tools Plan and manage communications programmes Describe the importance of maintaining customer relationships and the tools of managing customer relationship management Identify the relationship between technological developments and the processes of relationship marketing 1. Introduction to IMC 2. Advertising management 3. Media selection 4. IMC promotional tools: PR and sponsorship programmes 5. IMC promotional tools: trade and consumer promotions 6. Crisis management and emergency marketing 7. Evaluating an integrated marketing programme 8. Relationship marketing and CRM 9. CRM and data management 10. Database and customer data development 11. Marketing strategy and CRM 12. CRM programme measurement and tools 13. Privacy, ethics, and global considerations K.E. Clow, D.E. Baack, Integrated Advertising, Promotion, and Marketing Communications, Prentice Hall, latest edition R.J. Baran, R. Galka, D.P. Strunk, Principles of Customer Relationship Management, latest edition V. Kumar, W. Reinartz, Customer Relationship Management: A Databased Approach, Wiley, latest edition

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Key Content Area

Recommended Text

Additional Readings Recommended Learning Strategies Recommended Assessment Format

Lectures and tutorials

Minimum 70% written examination

L4 Professional Diploma in Marketing (pitched at HKQF Level 4) Module Title Module Rationale CASE STUDY I This is a case-oriented analysis to examine the role of the senior marketing executive/ junior marketing management. The case calls for application of marketing principles learned from the four compulsory modules of this level. Operational marketing functions and associated skills and knowledge will be emphasized. Candidates are expected to demonstrate the ability to make critical evaluation of information provided and make comments, relating them to knowledge gained from the modules. The modules of this Advanced Diploma programme, or their recognised equivalence. To reinforce learning from the modules and to apply various concepts holistically to a practical scenario. Upon completion of the module, students will be able to: 1. Relate theories to practice and apply them for effective marketing 2. Critique on the relevance of theories and concepts and learn about applications, suggest solutions or judge whether a practice could improved 3. Identify the current trends in marketing practices and developments and how these trends could apply to real-life marketing strategies The Case will be distributed to candidates one month before examination. Examination will be in open book format. Students will have a selection of 3 questions out of 6.

Pre-requisites Learning Objectives Learning Outcome

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L4 Professional Diploma in Marketing (pitched at HKQF Level 4) Module Title Module Rationale SERVICES MARKETING (ELECTIVE) (30 hrs) To provide an overview of the services industries and their characteristics in distinction to producers of tangible goods and to understand the needs of their customers To apply marketing concepts to the services industries. Upon completion of the module, students will be able to: Distinguish the differences between services and products marketing Identify the role and contribution of internal operations and support to marketing Plan and manage marketing strategies for services Define strategies for increasing marketing competitiveness 1. Introduction to services 2. Consumer behaviour, expectations and perceptions in services 3. Understanding customers and building customer relationships 4. Service recovery 5. Service development and design, defining standards and physical evidence 6. Employees and customers roles in service delivery 7. Managing intermediaries and electronic channels 8. IMC and pricing for services V.A. Zeithaml, M.J. Bitner, D.D. Gremler, Services Marketing, McGraw-Hill Education, latest edition Lectures and tutorials

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Recommended Texts Recommended Learning Strategies Recommended Assessment Format

Minimum 70% written examination

L4 Professional Diploma in Marketing (pitched at HKQF Level 4) Module Title Module Rationale BRAND MANAGEMENT (ELECTIVE) (30 hrs) To allow students to understand the process of brands management To allow students to appreciate the importance of brand to their marketing mix Upon completion of the module, students will be able to: Explain the importance of branding as a marketing tool Recommend appropriate basic brand elements for a chosen product for a given target market Propose basic strategies for sustaining and building brand equity Suggest and describe methods for measuring brand equity 1. Brands and brand management 2. Customer-based brand equity 3. Brand positioning and values 4. Choosing brand elements to build brand equity 5. Designing marketing programmes to build brand equity 6. Developing a brand equity measuring and management system: measuring sources and outcomes 7. Designing and implementing brand strategies 8. Introducing and naming new products and extensions K.L. Keller, Strategic Brand Management, Prentice Hall Pearson International Edition, latest edition From Teen Fashion to Hershey Kisses - New Ways to Sell the Brand, January 2006, Knowledge@Wharton, (knowledge.wharton.upenn.edu/article.cfm?articleid=1344) J. Kapferer, The roots of brand loyalty decline: An international comparison, Ivey Business Journal, March/April 2005 When a Black Tee Shirt Is More than a Black Tee Shirt: Why Brands Aren't Losing Their Luster, Knowledge@Wharton, December 2007, (knowledge.wharton.upenn.edu/article.cfm?articleid=1798) Lectures and tutorials

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Recommended Texts Further Readings

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Minimum 70% written examination

L4 Professional Diploma in Marketing (pitched at HKQF Level 4) Module Title Module Rationale EVENTS MANAGEMENT (ELECTIVE) (30 hrs) Introduce to students the concept of managing promotional and publicity events management To allow students to understand about planning, designing, and staging an exposition, convention or meeting as part of an overall public relations strategy Upon completion of the module, students will be able to: Show the understanding of events as part of the marketing strategy and evaluate the value of different approaches to marketing Describe and identify different types of events including meeting, exhibition, and conventions. Consider/ develop campaigns and options for effective marketing Discuss the current and future trends that impact meeting, convention, and event management 1. Introduction of planning, organising, directing and control in MEEC 2. Meeting, exhibition, event and convention sponsors 3. Meeting and convention venues, exhibition 4. Special events management 5. Food and beverage 6. Destination management companies and service contractors 7. Programme planning 8. International issues of MEEC, including current related issues and trend in HK and Asia 9. Legal issues, and future outlook of MEEC industry G.G. Fenich, Meetings, Expositions, Events and Conventions: An Introduction to the Industry, Prentice Hall, latest edition L. Wagen, B.R. Carlos, Event Management, Prentice Hall, latest edition C. Lakshman, Conditions for Hosting Mega-Sporting Events in Asia: Comparing Japan and India, Asian Business & Management, June 2008, pp181-200 Lectures and tutorials

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Recommended Text Further Readings

Recommended Learning Strategies Recommended Assessment Format

Minimum 70% written examination

L4 Professional Diploma in Marketing (pitched at HKQF Level 4) Module Title Module Rationale GLOBAL MARKETING MANAGEMENT (ELECTIVE) (30 hrs) This module is an extension of the Marketing Management module (compulsory) and examines the application of concepts and principles on an international context and also the implications of international trade and globalisation. Appreciate the impact of the global environment on choice of marketing strategy and the extent to the global strategy An understanding of the constraints imposed on strategic decisions: environmental, technological, economic and political. Understand the factors determining global competition. Upon completion of the module, students will be able to: Explain the application of marketing principles and operational techniques in an international context Evaluate factors which determine the implementation of marketing mixes in global markets Demonstrate the understanding of overseas markets to be able to evaluate the suitability of specific international marketing strategies 1. The economic and financial environment 2. Political and legal environment 3. Global marketing research 4. Global segmentation and positioning 5. Global marketing strategies 6. Global market entry and sourcing strategies 7. Developing new products for global markets, marketing products and services, branding issues 8. Global pricing and communications 9. Global logistics, distribution, import and export 10. Planning, organisation, control of global marketing operations M. Kotabe, K. Helsen, Global Marketing Management, Wiley, latest edition

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Recommended Text Further Readings

Recommended Learning Strategy Recommended Assessment Format

P.R. Cateora, J. Graham, International Marketing, McGraw-Hill, Irwin, latest edition J. Johannson, Global Marketing, Foreign Entry, Local Marketing, and Global Management, McGraw-Hill/ Irwin, 2005 Brand Managers' High-wire Act: Going Global and Staying Local, Knowledge@Wharton, October 2007, (knowledge.wharton.upenn.edu/article.cfm?articleid=1835) Managing Brands in Global Markets - One Size Doesn't Fit All, Knowledge@Wharton, June 2005 Lectures and tutorials Minimum 70% written examination

L4 Professional Diploma in Marketing (pitched at HKQF Level 4) Module Title Module Rationale CHINA MARKETING (ELECTIVE) (30 hrs) To provide an understanding of the nature of China markets and their distinguish features To provide an appreciation of the cultural, political, legal and social systems of China To provide a framework for understanding and conducting business in the region To understand the relationship between Hong Kongs system and those of the other China communities Upon completion of the module, students will be able to: Identify the salient features of the China economies Explain the political and legal environments in China and how they affects strategies formulation Identify cultural differences with the Chinese environment Develop appropriate marketing strategies for the Chinese market 1. Current situation of marketing in China, including Demographic Information, Economy information, Imports and exports, Global economy 2. Global and china business environment 3. Cultural and regional culture impacts on marketing 4. Business customs and practices in Chinas markets 5. Chinas political and legal forces 6. Branding, new product brand management and innovations in China 7. Distribution channels in China 8. Advertising and promotions in China 9. Ethical issues in Chinas marketing 10. Interrelationships between HK and China markets * Recommended materials will be updated frequently to reflect latest situation in China marketing. P. Kotler, K.L. Keller, T. Lu, Marketing Management in China, Pearson Education, 2008 Current Situation of Marketing in China J. Reuvid, Business Insights: China, Kogan Page, 2008 China Business Forecast Report, 2008 3rd Quarter, Business Monitor International Limited Global and Chinas Business Environment E. Tse, Chinas Five Surprises, Strategy+Business, Winter 2005 R. Chen, Effective Public Affairs in China: MNC Government Bargaining Power and Corporate Strategies for Influencing Foreign Business Policy Formation, Journal of Communication Management, 2004, Vol. 8 pp395-413 J. Agarwal, T. Wu, China's entry to WTO: global marketing issues, impact, and implications for China, International Marketing Review, 2004, Vol. 21 pp279300 Cultural impacts on marketing M. Goldsmith, Crossing the Cultural Chasm, Businessweek, 30 May 2007 Breaking through the Great Wall: Doing Business with the Chinese, Knowledge@Wharton, 28 March 2001, (knowledge.wharton.upenn.edu/article.cfm?articleid=337) Business Customs and Practices in Chinas Markets P. Wattanavitukul, Lessons from the Chinese Marketing Battlefield, Awakening Dragon-Doing Business in China, Feb./Mar.2003 One Billion, Three Hundred Million: The New Chinese Consumer, Knowledge@Wharton, 16 October 2003,

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(knowledge.wharton.upenn.edu/article.cfm?articleid=1572) Y.H. Wong, Key to Key Account Management: Relationship (Guanxi) Model, International Marketing Review, 1998, Vol. 15 pp215-230 Y.H. Wong, J. Tam, Mapping Relationships in China, A Guanxi Dynamic Approach, Journal of Business and Industrial Marketing, 2000, Vol. 15 pp5770 'What Are You Giving Away' The Challenges of Marketing in Asia, Knowledge@Wharton, January 2008, (knowledge.wharton.upenn.edu/article.cfm?articleid=1872) Chinas Political and Legal Environment C. Thompson, Googles China Problem (and Chinas Google Problem), New York Times, 23 April 2006 Branding in China Sourcing From China: No longer Just for Shoes, toys and Clothes, Knowledge@Wharton, 01 June 2005, (knowledge.wharton.upenn.edu/createpdf.cfm?articleid=1166) Quality Fade: Chinas Great Business Challenges, Knowledge@Wharton, 25 July 2005, (knowledge.wharton.upenn.edu/article.cfm?articleid=1776) TCLs Dongsheng Li: We Should Control and Own Our Brands, Knowledge@Wharton, 01 June 2005, (knowledge.wharton.upenn.edu/article.cfm?articleid=1168) High Risks and High Rewards: Chinas Fast-changing Luxury Market, Knowledge@Wharton, May 2008 Distribution Channels in China P. Wattanavitukul, Why Distribution is key to Marketing in China, Awakening Dragon-Doing Business in China, December 2002 Navigating the Labyrinth: Sales and Distribution in Todays China, Knowledge@Wharton, 16 October 2006, (knowledge.wharton.upenn.edu/mobile/article.cfm?articleid=1573) China is Trying to Cope with its Logistics Challenges but Gaps Persist, Knowledge@Wharton, 01 June 2005, (knowledge.wharton.upenn.edu/article.cfm?articleid=1167) S. Samiee, L. Yip, S.T.K. Luk, International Marketing in Southeast Asia: Retailing Trends and Opportunities in China, International Marketing Review, 2004, Vol. 21 pp247-254 Shopping Centers in China: Consumers Are Going to Them, but Which Ones Are Looking to Buy?, Knowledge@Wharton, July 2007, (knowledge.wharton.upenn.edu/article.cfm?articleid=1572) The Value of Chinas Emerging Middle Class, The Mckinsey Quarterly, 2006 Special Edition pp61-69 Advertising and Promotion in China Y. Wang, X. Zhang & R. Goodfellow, Effective Marketing, China Business Culture Strategy for Success, Talisman 2003, pp201-237 How and Why Chinese Firms Excel in The Art of Price War, Knowledge@Wharton, December 2006 M. Forney, D. Fonda, N. Gough, How Nike Figured Out China, Time South Pacific, Issue 43 pp54-58, November 2004 Online Campaigns: The New Way Marketers Can Reach Out to Chinese Consumers, Knowledge@Wharton, March 2007 Ethical Issues in Chinas Marketing A. Blyth, Corporate responsibility in China a cross section of business issues and practices, Ethical Corporation magazine - March 2004 Intellectual Proprety Rights Protection for e-Commerce in China: A Work in Progress, Knowledge@Wharton, July 2007

Further Readings

Recommended Learning Strategy Recommended Assessment Format

D.A. Pitta, Ethical Issues Across Cultures: Managing the Differing Perspectives of China and the USA, Journal of Consumer Marketing, 1999, Vol. 16 pp24.25 D. Warren, Is Guanxi Ethical? A Normative Analysis of Doing Business in China, Journal of Business Ethics, 2001, pp191-204 Interrelationships between HK and China markets Guide to Doing Business in China, TDC Publications, latest edition P.R. Cateora, J. Graham, International Marketing, McGraw-Hill, Irwin, latest edition D.S. Davis (ed), The Consumer Revolution in Urban China, University of California Press, 2000 E.A. Langenberg, Guanxi and Business Strategy: Theory and Implications for Multinational Companies in China, Physica-Verlag Heidlberg, 2007 R.L. Edmonds, Managing the Chinese Environment, Oxford University Press USA, 2000 E.R. Gamer, Understanding Contemporary China, Lynne Rienner Publishers, 2003 K.L. Ho, S.C.Y. Ku, H.K. Leong, China and Southeast Asia: Global Changes and Regional Challenges, Institute of Southeast Asian Studies, 2005 S. Cochran, Chinese Medicine Men: Consumer Culture in China and Southeast Asia, Harvard University Press, 2006 Pierre Xiao Lu, Elite China, Luxury Consumer Behaviour in China, Wiley, 2008 Lectures and tutorials

Minimum 70% written examination

L4 Professional Diploma in Marketing (pitched at HKQF Level 4) Module Title Module Rationale INTERNATIONAL MARKETING RESEARCH MANAGEMENT (ELECTIVE) (30 hrs) To provide students with the skills in international research design and analysis, necessary for making sound marketing decisions Given the diverse economic, educational, and cultural characteristics in an international setting, marketing researchers will be sensitized to crosscultural differences that may impact their approach and results Provides a range of practical research methods; applications and drawbacks of each approach will be discussed Upon completion of the module, students will be able to: Describe the different scope of an international marketing research Design a marketing research project taking account into primary data and secondary data collection in an international scale Evaluate data using appropriate methods for international setting Assess the major challenges of marketing research industry in the future 1. Designing international marketing research 2. The use of secondary data source 3. Structuring primary data collection 4. Multicountry scales and the analysis of multicountry data 5. The international marketing information systems 6. Challenges facing international marketing research 7. Future directions in international marketing research 8. Marketing research in China and Asia Pacific C.S. Craig, S.P. Douglas, International Marketing Research, Wiley, latest edition S.T.K. Luk, The Use of Secondary Information published by the PRC Government, Journal of Marketing Research Society, 1999, Vol. 41, pp355-365 Roy, P.G.P. Walters, S.T.K. Luk, Chinese Puzzles and Paradoxes: Conducting Business Research in China, Journal of Business Research, 2001, Vol. 52, pp203-210 M. Carrigan, S. Marinova, I. Szmigin, Ethics and International Marketing Research Background and Challenges, International Marketing Review, 2005, Vol. 22 pp481-493 Getting Close to the Customer: Quantitaitve vs. Qualitative Approaches, Knowledge@Wharton, May 2004 R.B. Young, R.G. Javalgi, International Marketing Research: A Global Project Management Perspective, Business Horizons, 2007, Vol. 50 pp113-122 A. Rialp, J. Rialp, International Marketing Research Opportunities and Challenges in the 21st Century, Advanced in International Marketing, 2006, Vol. 17 pp1-13 Tag Team - Tracking the Patterns of Supermarket Shoppers, Knowledge@Wharton, June 2005 Lectures and tutorials

Learning Outcomes

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Recommended Texts Further Readings

Recommended Learning Strategy Recommended Assessment Format

Minimum 70% written examination