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We start with the question: What is marketing? Simply put, marketing is engaging customers and managing profitable customer relationships. The aim of marketing is to create value for customers in order to capture value from customers in return. Throughout the course, we will explore the entire marketing process– from understanding customer needs to designing customer value–driven marketing strategies and integrated marketing programs to building customer relationships and capturing value for the firm. We will also examine social, economic, technological, legal, ethical, and other environmental factors and their impact on marketing practices. By the end of this course, students will develop a foundational understanding of marketing principles and gain the skills needed to market products, services, and ideas effectively in a global marketplace.  \nIntended Learning Objectives  \nBy the end of the course, you should be able to  \n• Develop a foundational understanding of core marketing concepts.  \n• Recognize the strategic role of marketing within organizations.  \n• Understand the marketing mix and how its elements interact.  \n• Identify and analyze key decisions faced by marketing managers.  \n• Gain hands-on experience in assessing market opportunities, formulating marketing strategies, and developing marketing plans.  \n• Integrate marketing principles with broader business functions.  \nCourse Materials  \nThe recommended textbook is Principles of Marketing -19th edition, by Philip Kotler, Gary Armstrong, and Sridhar Balasubramanian published by Pearson. Earlier editions (15th–18th)  \n* This version: February 7, 2025  \nMARK 2120 Spring 2025 L6 & L7 Syllabus HKUST Business School  \nare also acceptable.  \nCourse materials–including announcements, syllabus, assignment guidelines, readings, sample exams, lecture PowerPoint slides, and other useful recourses–can be accessed through Canvas at [https:](https://canvas.ust.hk/courses/62317/. Please)[//](https://canvas.ust.hk/courses/62317/. Please)[canvas.ust.hk](https://canvas.ust.hk/courses/62317/. Please)[/](https://canvas.ust.hk/courses/62317/. Please)[courses](https://canvas.ust.hk/courses/62317/. Please)[/](https://canvas.ust.hk/courses/62317/. Please)[62317](https://canvas.ust.hk/courses/62317/. Please)[/](https://canvas.ust.hk/courses/62317/. Please)[. Please](https://canvas.ust.hk/courses/62317/. Please) check the course website regularly for updates.  \nLecture slides are the core materials. While lectures will not follow the textbook exactly, the book will supplement our discussions and serve as a useful reference for assignments and the final project. To maximize your learning experience, I strongly encourage reading the assigned chapters before class. Several copies of the textbook are reserved at the university library under course \\#MARK2120 .  \nClass Format and Preparation  \nClass meetings will include lectures, presentations, case discussions, and interactive exercises. To get the most out of each session, students are expected to prepare in advance and actively participate.  \nLectures and discussions will expand on concepts covered in the assigned readings, explore real-world implications, and connect marketing principles to professional and personal contexts. Discussions and case studies assume familiarity with the assigned readings, so students are expected to complete them before class.  \nClassroom Etiquette  \nTo maintain a producti","cbCaikentP77XOon","https://ap.wps.com/l/cbCaikentP77XOon","pdf",108892,7,"English","# Course Information\n## Intended Learning Objectives\n## Course Materials\n# Class Format and Preparation\n## Classroom Etiquette\n## Communication Policy\n# Grading\n## Quizzes\n## Final Project Components","[{\"question\":\"What is the main purpose of MARK 2120 Marketing Management?\",\"answer\":\"The course builds a foundational understanding of core marketing concepts and how marketing creates customer value and captures value for the firm. It also examines how broader external factors affect marketing practices.\"},{\"question\":\"What learning objectives should students achieve by the end of the course?\",\"answer\":\"Students should understand marketing strategy and the marketing mix, analyze key marketing manager decisions, and gain hands-on experience assessing market opportunities and developing marketing strategies and plans.\"},{\"question\":\"How is the final grade calculated for the course?\",\"answer\":\"The syllabus states components including Best 2 Quizzes (25% + 25%), Final Project Report (22%), Final Project Presentation (15%), Case Study (10%), Research Credit (3%), and Class Participation (±10%).\"},{\"question\":\"What are the quiz rules described in the syllabus?\",\"answer\":\"There are three quizzes, and only the two highest scores count. Quizzes are closed-book, objective-format, take less than one hour, are based on lectures, and must be taken in person.\"}]","MARK 2120 - Spring 2025 - L6 & L7 Course Syllabus - HKUST Business School | PDF",1790250785]