Form 2B

City University of Hong Kong

Information on a Course
offered by Department of Marketing
with effect from Semester A in 2010 / 2011

Part I

Course Title: Advanced Marketing Consulting Skill & Project

Course Code: MKT6648

Course Duration: Year Long

No. of Credit Units: 3

Level: P6

Medium of Instruction: _ English

Prerequisites: NIL

Precursors: NIL

Equivalent Courses: NIL

Exclusive Courses: NIL

Form 2B (R) 15/10/2009 1

Part II

Course Aims

This course aims to provide opportunities to students to offer consulting services to real
business clients and give their practical experiences required in real business world by
communicating with client, finding their real and workable needed, defining project topic,
and managing the project so to fulfil commitment to clients.

Course Intended Learning Outcomes (CILOs)

Upon successful completion of this course, students should be able to:

No. CILOs Weighting (if applicable)

1. Identify client’s real business problem from the NA
communication with them

2. Develop feasible working procedure to satisfy NA

defined request

3. Manage working process of project NA

4. Solve critical problem in the working process NA

5. Enhance capability to serve client in real business NA

world

(1: Least important CILO; 2: More important CILO; 3: Most important CILO)

Teaching and Learning Activities (TLAs)

(Indicative of likely activities and tasks designed to facilitate students’ achievement of the CILOs. Final details will be
provided to students in their first week of attendance in this course)

TLA 1: Organize Meeting with Client

Instructor will select clients who need consulting service regarding their marketing related
issues as first step of consulting service. Student groups will organize meeting to define
specific issue of the consulting project after instructor’s briefing and internal discussion.

TLA 2: Brain Storming

It will be open discussion session in the whole class, project groups will share their initial
ideas on how to identify consulting targets (1st phase), effective communication approach
with clients, how to satisfy the whole decision making team of client (2nd or later phases)
and get instructor or other groups’ input.

TLA 3: Project Meeting

Internal project meeting will be organized by consulting groups and supervised by

instructor in different project phases.

TLA 4: Written Report

Form 2B (R) 15/10/2009 2
As major output of the consulting project, every group will be required to submit written
report completed by the whole group solving the problems or answering questions defined
at the beginning of the consulting service project.

TLA 5: Oral Presentation

As another part of the consulting service, every group will be required to present their
report to clients.

CILO TLA1: TLA2: TLA3: TLA4: TLA5:

No Organize Brain Project Written Oral
Meeting with Storming Meeting Report Presentation
Client
CILO 1 2 2 2 1 1
CILO 2 2 2 2 2 2
CILO 3 2 1 2 1 1
CILO 4 2 2 2 2 2
CILO 5 2 1 1 2 2

Assessment Tasks/Activities
(Indicative of likely activities and tasks designed to assess how well the students achieve the CILOs. Final details will be
provided to students in their first week of attendance in this course)

AT1: Performance in communication with client (30%)

In the whole process of consulting project, students as a team of professional consultants,

are required to handle client’s needs, responses and further requirements, etc. Internal
committee members and representatives of clients will be invited to grade their
performance in the whole process. Peer evaluation will be conducted.

AT2: Written Report (40%)

Every group is required to submit a final written report. Instructor, internal committee
members and representatives of client will evaluate and grade the reports. Peer evaluation
will be conducted.

AT3: Oral Presentation (30%)

Each group should deliver an oral presentation of the final report. Internal committee
members and representatives of clients will be invited to evaluate groups’ performance and
grade the presentation in class. Peer evaluation will be conducted.

Form 2B (R) 15/10/2009 3

 CILO AT1: Performance in ALA2: Written Report AT3: Oral Presentation
No communication with (40%) (30%)
client (30%)
CILO 1 2 2 1
CILO 2 2 2 1
CILO 3 2 2 1
CILO 4 1 2 2
CILO 5 2 2 2

Regulation of the course

Students need to meet the attendance requirement of the Dept. of Marketing for the
completion of the course.

Grading of Student Achievement:

Grading Criteria of Assessment Task 1: Performance in communication with client

Excellent Good Adequate Marginal
A+ A A– B+ B B– C+ C C– D
1. Strong evidence of 1. Good evidence of 1. Sufficient evidence of 1. Some evidence of
showing excellent showing excellent showing excellent showing excellent
competence to catch competence to catch competence to catch up competence to catch up
up key points of up key points of key points of client’s key points of client’s
client’s request. client’s request. request. request.

2. Clearly and correctly 2. Fairly clearly and 2. Fairly clearly and 2. Somewhat clearly and
understand client’s mostly correctly mostly correctly correctly understand
decision making understand client’s understand client’s client’s decision making
process and make decision making decision making process and make work
work plan process and make process and make work plan accordingly.
accordingly. work plan accordingly. plan accordingly.

3. Demonstrate 3. Demonstrate good 3. Demonstrate fair 3. Demonstrate somewhat

excellent project project management project management project management
management skill to skill to manage skill to manage skill to manage working
manage working working process, working process, process, feedback to
process, feedback to feedback to client and feedback to client and client and response to
client and response response to client’s response to client’s client’s sudden request
to client’s sudden sudden request or sudden request or or change.
request or change. change. change.

4. Excellently organized 4. Well organized team 4. Fairly organized team 4. Somewhat organized
team participation of participation of all participation of all team participation of all
all group members. group members. group members. group members.

Form 2B (R) 15/10/2009 4

Grading Criteria of Assessment Task 2: Written Report
Excellent Good Adequate Marginal
A+ A A– B+ B B– C+ C C– D
1. Strong ability to 1. Good ability to 1. Adequate ability to 1. Marginal ability to
excellently integrate reasonably integrate integrate major points integrate major points in
major points in major points in defined in defined project topic, defined project topic,
defined project topic, project topic, and and thoroughly identify and thoroughly identify
and thoroughly thoroughly identify the the ways of defining, the ways of defining,
identify the ways of ways of defining, designing and designing and
defining, designing designing and conducting analytical conducting analytical
and conducting conducting analytical issues. issues.
analytical issues. issues.

2. Show excellent 2. Show good command 2. Show sufficient 2. Show some command
command to identify to identify the various command to identify to identify the various
the various process process and procedures the various process and process and procedures
and procedures in in defined project topic. procedures in defined in defined project topic.
defined project topic. project topic.

3. Demonstrate 3. Demonstrate good 3. Demonstrate acceptable 3. Demonstrate some

outstanding competence of various competence t of various competence of various
competence of marketing analysis marketing analysis marketing analysis
various marketing instruments used in instruments used in instruments used in
analysis instruments project. project. project.
used in project.

4. Present and organize 4. Present and organize 4. Present and organize 4. Present and organize
information information in a logical information in a information in a
excellently in a business report format sufficiently logical somewhat logical
business report required by client. business report format business report format
format required by required by client. required by client.
client.

Grading Criteria of Assessment Task 3: Oral Presentation

Excellent Good Adequate Marginal
A+ A A– B+ B B– C+ C C– D
1. Present and 1. Present and 1. Present and 1. Marginally present and
communicate communicate communicate communicate marketing
information information effectively information acceptably information in oral and
effectively and in oral and electronic effectively in oral and electronic format, and
excellently in oral and format, demonstrate electronic format, and demonstrate somewhat
electronic format, and good competence to demonstrate fair competence to provide
demonstrate excellent provide feasible and competence to provide feasible and valuable
competence to valuable suggestions feasible and valuable suggestions related topic
provide feasible and related topic adding suggestions related topic adding value to client
valuable suggestions value to client adding value to client (with major areas need
related topic adding improvement).
value to client.

2. Show excellent 2. Show good coverage 2. Show fair coverage of 2. Marginal coverage of
coverage of contents of materials and materials and contents materials and contents
and demonstrate contents and and demonstrate good and poor time
excellent time demonstrate good time time management skills. management skills.
management skills. management skills.

3. Provide quality 3. Provide good answers 3. Provide acceptable 3. Provide fair answers to
answers to questions to questions raised answers to questions questions raised during
raised in the during the presentation raised during the the presentation Q&A

Form2B[R], 30/09/2009 5
 presentation Q&A Q&A session. presentation Q&A session.
session. session.

Part III

Keyword Syllabus:
Project management. Consulting service. Developing marketing strategies.
Communication with client. Planning marketing programs. Business ethics and
social responsibilities

Recommended Reading: NIL

Text(s): NIL

Online Resources: NIL

Form2B[R], 30/09/2009 6