HONG KONG BAPTIST UNIVERSITY

SCHOOL OF BUSINESS
Department of Marketing

2019/2020 Semester 1

Course: GDBU 1075 Marketing Yourself

Instructor: Howard Ling

E-mail: howard.ling@hkcss.org.hk

Learning Outcomes: Upon completion of this course, students should be able to:
1. Identify and describe the key principles of personal marketing, including self-
analysis, setting personal objectives, market analysis, and strategy
development and implementation.
2. Reflect on the implications of personal marketing on their personal and career
development.
3. Apply marketing tools to advance their own personal and professional lives.

References: Ciletti, D. (2011) Marketing Yourself, Mason, Ohio: Cengage.

Kotler, P., Armstrong, G. (2013) Principles of Marketing, Prentice Hall, 15th
Edition.

Assessment: Class Participation 10%

In-Class Group Activities 20%
Individual Projects
 Progress Report 10%
 Personal Marketing Plan 25%
 Two-Minute Pitch 5%

Final Exam 30%

Class Participation (10%)

 Students are encouraged to actively participate in class discussions and activities, individually and as
part of a group. Participation will be rated based on both frequency and quality.

In-Class Group Activities (20%)

 Students are to be divided into teams each with 7 to 8 persons (depending on the class size). Students
are required to work as a team on an assigned task in class (details instructions will be given in class).
Each team will take turn to present their outputs. Each team will be given at least 2 chances to
present their work.

Progress Report (10%)

 The Progress Report is designed to ensure that students properly understand the concepts discussed
in the first half of the term. It will be conducted in week 7. Details about the assignment will be
given on a later date.
Personal Marketing Plan (25%)

● Students will be asked to develop a Personal Marketing Plan (25%) which will be submitted on 29th
November 2019 (Friday). The guideline for the project will be distributed on a later date.

Two-Minute Pitch (5%)

 Each student will be given two minutes to advertise him or herself. The two-minute pitch will be
conducted in week 12 and 13

Final Exam (30%)

● The Final Exam will be open book (note) and consist of essay type questions. It will cover all topics
that were discussed in the course.

Class Schedule (Thursday)

Class Date Topic Activity
Sep 5 Introduction to the course Briefing
(Week 1)
Sep 12 You and Your Dream(Vision)
(Week 2)
Sep 19 Environmental Analysis Group formation
(Week 3) (Opportunities and Threats)
Sep 26 Self-Analysis
(Week 4) (Strengths and Weaknesses)
Oct 3 Targeting and Positioning
(Week 5)
Oct 10 Strategy and planning
(Week 6)
Oct 17 Product = Yourself Making Your Progress Report
(Week 7) (Self-improvement and Self-leadership) (In-class assignment)

Oct 24 Price and Place

(Week 8)
Oct 31 Promotion_1
(Week 9)
Nov 7 Promotion_2
(Week 10)
Nov 14 Project
(Week 11)
Nov 21 Marketing Ethics and Social Two-minute pitch 1
(Week 12) Responsibility
Nov 28 Course wrap-up & Review for Final Two-minute pitch 2
(Week 13) Exam

The course outline is subject to minor adjustments. Changes, if any, will be announced in class.

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