C18FM Fundamentals of Marketing

Week 1
Welcome and Course Overview
 RBL (brief info)
C18FM: Brief Intro
Staff Info
Schedule
Recommended Textbook
Assessments & Tutorials
Feedback
Plagiarism
Today’s Additional reference sources
Aims Next week
 Responsive Blended Learning (RBL) 
 Responsive to: 

Dynamic learning environments

Disrupted learning journeys 

Wellbeing & support needs

Responsive Blended Learning (RBL)
• Students are now part of a global cohort – same CANVAS
page sharing same learning materials.

• Asynchronous materials – allow you to learn according to

your own schedule. Should take approximately 1 hour to
work through them

• Online live lecture – as scheduled in timetable

• Tutorial – all online until further notice

• Further reading
4
C18FM Fundamentals of Marketing: Brief
Introduction
• Core course in Business Management degree
• Foundational knowledge of marketing theory and
practice
• Critically reflect on the role played by marketing
within society and the field of management
practice
• Look at marketing problems and role of
marketing theory in developing solutions to such
problems
 C18FM Topics
Learning Topic: Lecture Topics:
What is Marketing? Marketing Concept
Marketing Environment

Marketing Insights Marketing Research

Consumer Behaviour
Segmentation, Targeting and
Positioning (STP)

Marketing Management (4Ps) Product

Price
Place
Promotion
 Organisational Chart
CEO

Marketing Production Procurement Accounting HR Admin

 Fields of Marketing
• Advertising • Marketing Models and
Systems Analysis
• Brand Management B-2-B
• Marketing Research
marketing
• Direct response • New Product Planning

• Distribution Channel • Retail Management

Management
• Sales and Sales
• International Marketing
Management
• Services Marketing
 Dr Ng Lai Hong
Associate Professor
Heriot-Watt University Malaysia
Edinburgh Business School
No 1 Jalan Venna P5/2 Precinct 5
62200 Putrajaya, Malaysia.
Email: LaiHong.Ng@hw.ac.uk
StaffInfo Tel: +603 889 43692
 Schedule
W Lecture Topic Consumer Behaviour
Reading Tutorial  
Baines et al  
Chapter:

1 Welcome and Course Overview   No Tutorial  

2 What is Marketing & 1 No Tutorial  
The Marketing Environment 4
3 Marketing Research 3 What is Marketing  
(Tutor-led)
4 Consumer Behaviour 2 Marketing Research  
  (student-led)
5 Segmentation, Targeting & 5 Consumer Behaviour  
Positioning (STP) (student-led)
6  
 
No Scheduled Contact Time (School Policy)
 
7 Products 6 STP  
    (student-led)
8 Price 7 Product  
  (student-led)
9 Place 10 Price  
  (student-led)
10 Promotion 8 Place  
9 (student-led)
11 Revision 11 Promotion  
Insights & Examination Revision (student-led)
Recommended Textbook
Fundamentals of Marketing

Paul Baines, Chris Fill, Sara

Rosengren, and Paolo Antonetti

Student resources – free open-

access material available for users of
the book.

Baines, P., Fill, C., Rosengren, S.

and Antonetti, P. (2017)
Fundamentals of Marketing, Oxford.

Go to HW Discovery for
Full text/preview from Google Books
eBook is available By Jobber & Ellis-
By Kotler &
Chadwick Armstrong

Other Textbooks
 Assessments
Week/Date Assessment Details Available
  Marks

ONGOING  Tutorial Contributions Attendance mandatory and will be monitored. 10%

Weeks 3-11 Regular short submissions for each tutorial  
 
(Prep Tasks).
 Prep Task (Individual)
 

       
ONGOING  Tutorial Contributions Responsibility to lead one tutorial. Details on 40%
Weeks 3-11 relevant section of this handbook.
 Leadership Session (Group)
       
Week 12+  Examination Take home exam. Duration 2 hours. Answer 2 50%
(date to be questions from a choice of 5. Questions drawn
confirmed) from main course topics. Further information
provided through lectures and CANVAS.

       
      100%
       
 PrepTask (10%)
• Students are expected to complete and submit PrepTask (via
CANVAS), in advance of the subsequent tutorial (before Wed 12
midnight).

• Standardised feedback will be provided before the issue of

subsequent prep task submission deadline.

• You will receive 1% for each prep submission & 3% as a bonus if

all submitted timeously

• For example, 7 points for 7 PrepTasks + 3 bonus points = 10%

 Leadership Session (40%)
 ALL students will be issued with a topic for discussion within each relevant tutorial.
The topic will be announced at least one week prior to the tutorial.

• During the tutorial, discussions will be led by nominated individuals/groups

(leadership teams). Before leading your session, you MUST ask your tutor for advice
in advance – they will be able to suggest appropriate material for you to use! Tips
should be available at least one week before your scheduled leadership session.

• AVOID A PRESENTATION FORMAT. This is a time for deeper learning. Provide

materials for your group to explore, give them a task to work through, allow them to
apply the key knowledge bases to solve a problem – and plan to FILL 40 minutes!
Always summarise objectives and learning at the beginning and end of the session
respectively.

• NOTE: If you do not prepare for other students’ leadership sessions, then you cannot
complain if they do not prepare for yours!
• No free riders – marks will be deducted. This has to be communicated to the tutor as
soon as possible.
 Tutorials
• Tutorials starting in week 3 (no tutorials in week 1 or 2).
• Tutorial sign-up starting in week 2 from Monday 9am until
Thursday 5pm.

NOTE: For Malaysia students,

• Week 3 to 5 ONLINE tutorials

• Week 6 consolidation week

• Week 7 to 11 TBC (to be confirmed)
 How you receive Feedback?
  Feedback  
 
ONGOING Standardised written feedback provided for Prep
 Coursework Tasks following submission of task.
 
Personalised written feedback and verbal feedback
provided to leadership teams following their
sessions.
 
Written peer appraisal provided within tutorials.

     
ONGOING Examinations Standardised feedback offered for examination
performance subsequent to board of examiners
meeting
 
Verbal/written feedback upon request within set
timeframes and conditions
Plagiarism
 Additional reference sources:
Journals

European Journal of Marketing   Journal of Marketing Research

International Journal of Advertising  
Journal of Advertising
Journal of Applied Social Psychology
Journal of Consumer Marketing
International Journal of Retail &
Distribution Management
Journal of Marketing Management
Journal of Brand Management
Journal of the Market Research Society
Journal of Consumer Behaviour
Journal of Services Marketing
Journal of Consumer Research
International Journal of Retail,
Distribution and Consumer Research
Journal of Marketing Communications
Journal of Consumer Psychology

Periodicals (Magazines)

Marketing / Marketing Business / Campaign / Marketing Week / The Drum

 Today’s Aims
• BBCU
• RBL (brief info)
• C18FM: Brief Intro
• Staff Info
• Schedule
• Recommended Textbook
• Assessments and Tutorials
• Feedback
• Plagiarism
• Additional reference sources
• Next week
Thank you and
have a nice
day