AB1501 Marketing

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COURSE OUTLINE: AB1501 Marketing

A) Course Aims

In this course, you will have the chance to learn about the basics of marketing in Singapore. Knowing about marketing is important if you want to build a successful and sustainable enterprise. This course is perfect for anyone interested in business or accountancy. By the end of the course, you will know how to create strategies that focus on customers and make the most of market opportunities.

B) Intended Learning Outcomes (ILO)/Objectives

By the end of this course, you should be able to:

1. Analyse the marketing environment of different industries in Singapore.

2. Design optimal marketing strategies and tactics.

3. Establish clear priorities and plans of action for the task with defined task objectives to fulfill goals within a planned schedule for execution of a team project.

4. Effectively communicate and persuade your audience of the optimal marketing decisions and recommendations.

5. Utilise generative AI and marketing insights from research to design effective social media content.

C) Course Content

1. Introduction to Marketing.

2. Analysing the Marketing Landscape.

3. Segmentation and Targeting.

4. Positioning and Differentiation.

5. Marketing Mix (Product).

6. Marketing Mix (Price).

7. Marketing Mix (Place).

8. Marketing Mix (Promotion).

9. Buyer Behaviour (Consumer and Organisational).

10. Marketing Management.

11. Marketing Research.

Proposal and Marketing Plan

The Proposal assignment requires your team (of 4-5 students) to come up with a short proposal for a viable business idea. Your team is to hand in the softcopy and hardcopy of the Slide Deck Report for your proposal before the start of your tutorial session. Your team is to do an Oral Presentation on your proposal slide deck report. As the oral presentation is assessed on an individual basis, all team members must present for this presentation.

Based on the feedback received for your proposal, your team is to come up with a full marketing plan. Your team is to hand in the softcopy and hardcopy of the Slide Deck Report for your proposal before the start of your tutorial session during Teaching Week 11. Your team is to do an Oral Presentation on your marketing plan slide deck report. As the oral presentation is assessed on an individual basis, all team members must present for this presentation. Please be prepared to respond to questions which may include marketing concepts.

You will need to declare the use of generative AI or tools for your final submission of the slide deck report by making appropriate citations and references. Refer to following link for an example of how to cite for the use of generative AI. Please include the declaration for generative AI (see NTULearn for the declaration template) as part of your submission.

As the proposal slide deck report content and the marketing plan slide deck report content are based on a team effort, all members of your team will get the same marks for the content of these assignments. You should bring any concerns about any of the team member(s) (e.g., lack of effort) to the attention of your respective tutor during the preparation period, so these concerns can be addressed. Peer evaluation will be conducted for both team projects via Eureka. See Annex A for the relevant rubric for peer evaluation. If any team member scores an average rating of 6 and below (i.e., the mean of the ratings from all other team members) for the criteria of Contribution, your tutor will engage directly all the team members about the issue(s) at hand. If your tutor deems that a team member has not contributed sufficiently after looking into the matter, a penalty will be dealt to the offending team member. The course coordinator will also be consulted on this matter before any penalty is finalised. This process is to ensure that no student is unfairly accused of not contributing to the team projects without clear supporting evidence.

Moreover, the peer evaluation results for both the proposal assignment and the marketing plan assignment will be released to your peers to give them quantitative feedback and qualitative feedback (i.e., what they have done well, what can be improved upon). Teamwork is essential skill set for students to learn.

Please make sure that you keep any negative comments civil. Even though you should raise any concerns that you might have about your team members, that does not mean you can use inappropriate language and be offensive in general.

Reflection Journal

For your own Reflection Journal, you are expected to critically reflect on your planning (including the proposal presentation). Most of you are doing such a project for the first time and this assignment will be helpful for you to understand how you can improve on working effectively on future tasks in a team-based setting. This assignment is split into two parts.

The first step is an ungraded submission for your tutor’s reference. Your team is expected to submit your team objectives, team task deliverables, and team milestones. Your team is expected to discuss these aspects and agree upon them before making the submission to your respective tutor.

Building on that, you are to do complete your own graded reflection about your own objectives, task deliverables and milestones. This reflection essay will be assessed on an individual basis. You will need to declare the use of generative AI or tools for your final individual submission. So, please include the declaration for generative AI (see NTULearn for the declaration template) as part of your submission.

Participation

Participation in class discussions is critical and will be assessed throughout the course. This includes appropriate responses to questions, raising questions or comments in the Q&A forum, and participation during mandatory feedback/consultation sessions with your tutor for your team project. Participation should be constructive and not disruptive.

Experiment / Critique

You are expected to participate in 3 short experiment sessions (maximum length of 20 minutes excluding administration) conducted by NBS professors/post-graduate students OR do a short critique (with citations from credible research sources) on an article regarding marketing research methodologies. The exposure to these different marketing research will help you understand how research is being done. A debrief will be done to help you understand the consumer insights that are to be drawn from such research. If you decide on the critique, please include the declaration for generative AI (see NTULearn for the declaration template) as part of your submission.

Social Media Marketing Content

You will be working on a piece of social media marketing content in one of the tutorial class sessions along with your team members first. Your team will be tasked to create a piece of social media content to market certain product or services to a specific target segment. The social media content can be a post, image, and/or video (for video, it can be just a storyboard of the video you intend to post). Your team is expected to use generative AI (e.g., Bing Chat – Creative Mode, Google Bard, ChatGPT, Midjourney) to aid you in this task. Your team will be given feedback by your respective tutor and fellow students during the tutorial session. This part of the submission is ungraded.

Based on the feedback, you have to work on refining the content on an individual basis. You are to draw on consumer research (similar to that used for the experimentsthat you will be participating in) to refine your idea and to make your social media content more effective. You will be assessed on your final creative output and your explanation on how this piece of social media content will be effective in reaching your desired outcome. Please cite credible research sources to support your explanation. You will need to declare the use of generative AI or tools for your final individual submission. If you have used generative AI to generate the final submission, you should provide the prompts you have used to generate the final recommended social media content in order to demonstrate your personal creative input in this task. So, please include the declaration for generative AI (see NTULearn for the declaration template) as part of your submission.

E) Formative feedback

The tutorial classes are designed for you to raise issues and voice your points of view. During some of the class sessions, you will have the opportunity to work on a problem with the guidance of the instructors. The instructor will provide feedback directly during such class and in-class team discussion. The instructors will also give quantitative and qualitative feedback for the assignments that are due throughout the entire semester. You will also be given feedback on your participation during the middle of the semester after the break. The feedback from the proposal presentation will also help guide you for the final marketing plan project submission as a team and as an individual student. The peer evaluation from the proposal assignment (to be released during mid-semester) also provide give you some indication how well you have been performing in your team and you can improve on your teamwork the rest of the semester.

F) Learning and Teaching approach

Approach How does this approach support you in achieving the learning outcomes?

Lectures

As indicated in the course schedule, each lecture covers one or more topics. The topics will also be discussed during the weekly tutorial sessions. Given the short lecture length, it will not be possible for every aspect of the topics to be covered during the lectures. Hence, the focus of the lectures is the clarification and explanation of the fundamental marketing frameworks and concepts.

To facilitate your own learning, you should read the relevant materials before each lecture. The required textbook (Principles of Marketing, An Asian Perspective) has a strong global orientation that can help broaden your understanding of marketing in practice worldwide. References to the required textbook are provided in the course schedule and the specific lecture slides. Recent articles and videos from various resources are also included as references. These references are provided to encourage you to explore beyond the textbook about the different marketing topics.

Dr. Lim will conduct the lecture live online on Wednesday for all the students in the course. The video will be recorded each week and posted on the main AB1501 NTULearn page. A telegram channel is available for you to post questions and queries about the topics being covered each week during the lecture. You have a choice of attending the live lecture sessions for you to have immediate engagement and asking questions and/or watch the recorded videos and ask questions asynchronously. As the lecture will be only an hour long, there will be supplementary videos for different topics to cover some aspects in greater detail to deepen your understanding of the topics.

Tutorial Sessions and Graded Assignments

The students will break up into different tutorial class group sessions (2 hrs each) each week (starting Week 02). Your respective tutor will facilitate the session. The tasks for each tutorial session and graded projected are designed to help you to apply marketing frameworks and concepts to resolve marketing-related concerns. Given that there is no single solution to any of the tasks given, each task is a platform to encourage discussion about the different possibilities and perspectives. Through the class discussion with your peers and respective tutor, you will be able to learn through a cooperative learning process and share your own knowledge with others. If everyone is well prepared for the tasks, it will help facilitate the class discussion. Therefore, you are expected to prepare for the task(s) before each tutorial session. This cooperative learning approach can also help develop your communication skills.

For the graded assignments, all submissions are to be done online (i.e., to be uploaded to NTULearn). Therefore, the requirements of the assignments will not need to change in the event of increased social distancing restrictions and you can plan accordingly without expecting major changes. Your respective tutors will brief you further on the assignments in the first tutorial class session. Your team will have ½ hr each tutorial session to work directly with the tutors on the marketing project.

Experiments

Marketing research is an integral part of the entire marketing process. Properly designed research can help marketers make better marketing decisions and further the understanding of the marketing environment. A substantial amount of such research is done at universities. Hence, this course aims to expose you to such academic research by providing you with the opportunity to take part in marketing-related experiments. Professors and/or post-graduate students from Nanyang Business School conduct these experiments. As part of your continuous assessment, you can choose to attend the experiments that are allocated to you over the duration of the semester. If you do not wish to attend the experiments for any reason, you can choose to write a short critique on a research-related article as an alternative.