hkim qualifying scheme

8/4/2019 HKIM Qualifying Scheme

1/18

HONGKONGINSTITUTEOFMARKETING

HKIM Qualifying Scheme

Name of

Award

Admission

Requirements

HKQF

EquivalenceDescriptor

Structure

(No. of Modules)

Diploma in

MarketingPost-secondary 3 (Diploma)

Operational /

Implementation4

Professional

Diploma in

Marketing

HKIM Diploma or

equivalent

4 (Associate

Degree/ Hi

Diploma)

Planning and

Operations

Management

6 + Case Study I

Graduate

Diploma inMarketing*

HKIM Professional

Diploma orequivalent

5 (Degree)

Strategic

Management 2 + Case Study II

* name and structure to be confirmed

L3 Diploma in Marketing

ModulesNotional Contact

Hrs

1. Business Environment2. Fundamentals of Marketing3. Sales and Selling Practices4. Research and Information Fundamentals

45

30

30

45

Total hours: 150

L4 Professional Diploma in MarketingCore


Hrs

1. Marketing I (Planning and Management)2. Marketing II (Sales and Customer Management)3. Marketing III (Communication and Relationship Management)4. Case Study I

45

45

45

Open

Total hours: 135+

L4 Professional Diploma in Marketing Electives (3)


Hrs

1. Services Marketing2. Brand Management3. Events Management4. Global Marketing Management5. China Marketing6. International Marketing Research Management

30

30

30

30

30

30

Total hours (3 electives): 90


2/18

L3 Diploma in Marketing (pitched at HKQF Level 3)

Programme Aim

This is the first stage of studies in marketing. It aims to provide a fundamental, introductory

knowledge necessary for those who are interested in, or are already in junior marketing positions. It

provides interested individuals the necessary knowledge to handle and implement marketing tasks at

the foundation or operational level.

Pre-requisite Learning

Post-secondary education including English, and evidence of knowledge or qualification in Business

Studies or in numeric studies or physical science.

Modules

1. Business Environment 2. Fundamentals of Marketing3. Sales and Selling Practices 4. Research and Information Operations


Module Title BUSINESS ENVIRONMENT (45 hrs)

Module Rationale To provide students with an understanding of the basics of businessoperations.

To provide an appreciation that business organisations operate in achanging environment and the needs to respond to such changes.

Learning

Outcomes

Upon completion of the module, students will be able to:

Distinguish between the different types of business organisations and therelated management/ structural concepts

Describe the external environments in which business organisations operate Explain how changes in the external environments would impact on

organisations

Explain the functions of accounting and finance in a business organisations Identify the impact of laws on business operations.

Key Content Area 1. Types of business organisations, structures, organisation functions,authority and responsibilities

2. Introduction to the external and internal environments for businesses3. The political and the legal environments, with relations to the international

and the Hong Kong context

4. Social, demographic and cultural context of a business5. The business structure, industrial structure, government and business, legal

requirements for business organisations, basic understanding of contract

and agency laws.

6. Economic and competitive environment including basic principles ofmicro-economics, various types of competitive markets

7. Introduction to change management impact of external environment andtechnological changes, responding to change, and how employees should

cope with management changes.

8. Basic knowledge of accounting, costing and budgeting.Recommended

Texts

I. Worthington, C. Britton, The Business Environment, Financial Time Press,latest edition

Supplementary notes on accounting costing and budgeting Further readings on contemporary issues related to business environment

Recommended

learning strategy

Lectures and tutorialsRecommended

assessment

format

Minimum 70% written examination


3/18


Module Title FUNDAMENTALS OF MARKETING (30 hrs)

Module Rationale To introduce to students the basic principles and concepts of marketingLearning

Outcomes


Present the basic principles of marketing and the importance of a market-led approach to doing business

Identify the major elements of a customer-led marketing mix

Describe the technological aspects of marketing a product Demonstrate the legality, ethics and social responsibility of marketing a

product

Key Content Area 1. Marketing and the marketing process, including difference betweenproduct and services marketing, and the role of marketing within the whole

organization

2. The basic concepts of the marketing and extended marketing mix3. The marketing environment and management of marketing information4. Introduction to product, services and branding strategy, new product

development and PLC changes, test marketing

5. Pricing, managing marketing channels6. Introduction of marketing communications, advertising and publicity, sales

promotion, personal selling and direct marketing

7. Overview of the marketing planning process, implementation and control8. Basic concepts of laws and regulations relating to consumer rights and

intellectual property rights, CSR and business ethics

Recommended

Texts

G. Armstrong, P. Kotler,Marketing: An Introduction, Prentice Hall, latestedition

Further readings on contemporary issues related to marketingRecommended

learning strategy


assessment

format



4/18


Module Title SALES AND SELLING PRACTICES (30 hrs)

Module Rationale To provide students with an understanding of different selling skills and toapply these skills to effective selling

Learning

Outcomes


Explain the importance of selling, and the needs of customers Describe and identify the basic selling skills and techniques

Describe the basic theories of buyer behaviour Describe the legal requirements for conducting a sale Describe effective sales management

Key Content

Areas

1. Understanding buyers and sellers2. Basic concepts of buyer behaviour3. Value creation in buyer-seller relationships4. Ethical and legal issues in relationship selling5. Planning a sales call6. Communicating the sales message7. Negotiating for win-win solutions8. Closing the sale and follow-up9. Appreciate sales management10. Legal aspects of selling including contracts and sales of goods, agency laws

Recommended

Texts

M.W. Johnston, G.W. Marshall, Relationship Selling and Sales Managementw/ ACT! CD-ROM, Mc-Graw Hill Professional, latest edition

Supplementary notes on areas related to legal aspects of sellingFurther Readings I. Worthington, C. Britton, The Business Environment, Financial Time Press,

latest edition (on chapters relating to agency law, sales contracts)

Selling and Sales Management, 2008, Vol. 28 p167-184 B. Janet, Superior Sales, Dealerscope, April 2008, p26

Recommended

learning strategy


assessment

format



5/18


Module Title RESEARCH AND INFORMATION FUNDAMENTALS (45 hrs)

Module Rationale To provide students with an understanding of the tools and techniques formarketing research, planning and analysis

To allow students to appreciate information technology and its impacts tobusinesses

Learning

Outcomes


Identify marketing research tools and techniques

Make contributions to the process of collecting information for marketingplanning

Describe marketing intelligence system and the decision support systems Execute various marketing research methods and develop skills in research

design, data collection, and data analysis

Identify elementary quantitative methods and applications in the marketingprocess

Key Content

Areas

1. The marketing research process2. Information management3. Customer relationship management4. Marketing decision support systems5. Types of data: primary and secondary6. Collecting qualitative data and designing interviews, focus groups7. Questionnaire design and issues8. Sampling methods9. Data analysis and presentation10. Current issues in marketing research

Recommended

Text

J.F. Hair, R.P. Bush, D.J. Ortinau, Marketing Research: Within a ChangingInformation Environment, McGraw Hill, latest edition

Further Readings A. Wilson,Marketing Research: An Integrated Approach, Prentice Hall, latestedition

Recommended

learning strategy


assessment

format



6/18

L4 Professional Diploma in Marketing (pitched at HKQF Level 4)

Programme Aim

Targeting at senior marketing operations executives and junior marketing managers, this programme

is aimed at training them to design, plan and manage pre-defined marketing related activities.

Pre-requisite Learning

Evidence of pre-requisite knowledge and understanding at foundation level (HKQF Level 3) of the

general business environment, introductory marketing concepts, sales and operations, the collection

and use of data.

Modules Core

1. Marketing I (Planning and Management)2. Marketing II (Sales and Customer Management)3. Marketing III (Communication and Relationship Management)4. Case Study IModules Electives (select 3)

1. Brand Management2. Events Management3. International Marketing Management4. China Marketing5. Marketing Research ManagementL4 Professional Diploma in Marketing (pitched at HKQF Level 4)

Module Title MARKETING I PLANNING AND MANAGEMENT (CORE)

(45 hrs)

Module Rationale To be able to use the analytical techniques and tools for decision making inthe preparation of marketing plans for both product and services markets

To appreciate the need to design marketing mixes to achieve specificstrategic and tactical objectives in both products and services markets

Learning

Outcomes


Design appropriate marketing plans for particular marketing segments andmarketing contexts

Identify the marketing and services marketing functions as an integral partof the broader concepts of human resources planning and management of

an effective organisation.

Specify marketing information requirements to formulate effectivemarketing plans

Undertake and select suitable performance measures for monitoring andcontrol

Key Content

Areas

1. Concepts of tools for assessing external environments and internalresources

2. Implementation and management of marketing plans, promotion andpublicity programmes

3. Concepts of innovation, new product development, branding, repositioningand rationalisation

4. Service design, positioning, dimensions of service quality, new servicedevelopments, service blueprints

5. Pricing, price setting, competitive advantage pricing, price discrimination inboth product and services market

6. Marketing communications: designing and managing IMC, includingadvertising, sales promotion, events & public relations, direct marketing,

sales force

7. Managing distribution channels, channel evolution and new channels.


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Intermediaries in service delivery, franchising, agents and electronic

channels; use of physical evidence of service

8. Internal marketing, service quality, role of personnel and customers indelivery, employee training and management, productivity. Human

resources, employee relations

9. Concepts of monitoring and evaluating marketing plans for both productsand services markets

10. Current issues in marketing; ethical and environmental concerns; productliability, children and minorities

Recommended

Texts

P. Kotler, K.L. Keller,Marketing Management , Prentice Hall, latest edition Topics include: connecting with customers, building strong brands,

shaping the market offerings, delivering and communicating values

Supplementary notes on marketing aspects of HRM, internal marketing,ethics

Further Readings M.B. Wood, The Marketing Handbook, Pearson Prentice Hall, latest edition M. McDonald,Marketing Plans How to prepare them, how to use them,

Oxford, Butterworth-Heinemann, latest edition

Pricing and Positioning for Entrepreneurial Marketers, Knowledge@Wharton,March 2005

The Hard Sell - How to Market Products That Are No Longer Popular,Knowledge@Wharton, April 2008

D. Sini, N.P. Voki (2007), Integrating internal communications, humanresource management and marketing concepts into the new internal marketing

philosophy, Working Paper Series, Paper No. 07-12, Faculty of Economics

and Business, University of Zagreb, downloaded from

http://ideas.repec.org/p/zag/wpaper/0712.html.

Recommended

learning strategy


assessment

format



8/18


Module Title MARKETING II SALES AND CUSTOMER MANAGEMENT (CORE) (45

hrs)

Module Rationale To build on the foundation on Business Operations and Selling, thismodule allows students to consider selling from a management perspective

To enable students to appreciate good planning, organisation andmanagement of the sales force and the importance of sales to the overall

performance of an organisation

To equip with the fundamental concepts of consumer behaviourLearning

Outcomes


Plan and manage sales force, apply managing techniques in leading,monitoring, evaluating and motivating performance

Identify the range of economic, social, cultural and behavioural factors thatinfluence consumer purchasing decisions

Analyse consumer behaviour so as to apply effective influence,persuasiveness and communication

Key Content

Areas

SALES MANAGEMENT

1. Managing sales territory and time effectively2. Salesperson performance: behaviour, role perception, and motivation3. Training and developing salespeople4. Salesperson compensation and incentives5. Evaluating salesperson performanceCONSUMER BEHAVIOUR

6. Consumer motives and values7. Consumer response to marketing actions8. Consumer demographics and psychographics9. Influences on social groups, culture and subculture10. New product buying11. Repeat, loyal and relational buying12. Consumer attitudes development in the Asia region

Recommended

Texts

M.W. Johnston, G.W. Marshall, Relationship Selling and Sales Management w/ACT! CD-ROM, Mc-Graw Hill Professional, latest edition

M. Evans, A. Jamal, G. Foxall, Consumer Behaviour, Wiley, latest editionFurther Readings R. Blackwell, Consumer Behaviour:An Asia Pacific Approach, Cengage

Learning Australia, latest edition

J. Moutot, G. Bascoul, Effects of Sales Force Automation Use on Sales ForceActivities and Customer Relationship Management Process , Journal of Personal

Selling and Sales Management, Vol. 28, No. 2, pp. 167-184 'Influentials' and 'Imitators' - How to Better Forecast the Sale of New Products,

Knowledge@Wharton, September 2006

Recommended

learning strategy


assessment

format



9/18


Module Title MARKETING III COMMUNICATION AND RELATIONSHIP

MANAGEMENT (CORE) (45 hrs)

Module Rationale To provide a sound understanding of different approaches of marketingcommunications mix

To build on the foundation of different methods of communications means,so as to allow students to further investigate the importance of managing

relationships with customers

To understand the principles and tools of customer relationshipsmanagement

Learning

Outcomes


Demonstrate sound knowledge of different promotional tools Plan and manage communications programmes Describe the importance of maintaining customer relationships and the

tools of managing customer relationship management

Identify the relationship between technological developments and theprocesses of relationship marketing

Key Content Area 1. Introduction to IMC2. Advertising management3. Media selection4. IMC promotional tools: PR and sponsorship programmes5. IMC promotional tools: trade and consumer promotions6. Crisis management and emergency marketing7. Evaluating an integrated marketing programme8. Relationship marketing and CRM9. CRM and data management10. Database and customer data development11. Marketing strategy and CRM12. CRM programme measurement and tools13. Privacy, ethics, and global considerations

Recommended

Text

K.E. Clow, D.E. Baack, Integrated Advertising, Promotion, and MarketingCommunications, Prentice Hall, latest edition

R.J. Baran, R. Galka, D.P. Strunk, Principles of Customer RelationshipManagement, latest edition

Additional

Readings

V. Kumar, W. Reinartz, Customer Relationship Management: A DatabasedApproach, Wiley, latest edition

Recommended

LearningStrategies

Lectures and tutorials

Recommended

Assessment

Format



10/18


Module Title CASE STUDY I

Module

Rationale

This is a case-oriented analysis to examine the role of the senior marketingexecutive/ junior marketing management. The case calls for application of

marketing principles learned from the four compulsory modules of this

level. Operational marketing functions and associated skills and knowledge

will be emphasized.

Candidates are expected to demonstrate the ability to make criticalevaluation of information provided and make comments, relating them to

knowledge gained from the modules.

Pre-requisites The modules of this Advanced Diploma programme, or their recognisedequivalence.

Learning

Objectives

To reinforce learning from the modules and to apply various conceptsholistically to a practical scenario.

Learning

Outcome


1. Relate theories to practice and apply them for effective marketing2. Critique on the relevance of theories and concepts and learn about

applications, suggest solutions or judge whether a practice could improved3. Identify the current trends in marketing practices and developments and

how these trends could apply to real-life marketing strategies

Examination

Rubrics

The Case will be distributed to candidates one month before examination. Examination will be in open book format. Students will have a selection of 3 questions out of 6.


11/18


Module Title SERVICES MARKETING (ELECTIVE) (30 hrs)

Module Rationale To provide an overview of the services industries and their characteristicsin distinction to producers of tangible goods and to understand the needs of

their customers

To apply marketing concepts to the services industries.LearningOutcomes Upon completion of the module, students will be able to: Distinguish the differences between services and products marketing

Identify the role and contribution of internal operations and support tomarketing

Plan and manage marketing strategies for services Define strategies for increasing marketing competitiveness

Key Content

Areas

1. Introduction to services2. Consumer behaviour, expectations and perceptions in services3. Understanding customers and building customer relationships4. Service recovery5. Service development and design, defining standards and physical evidence6. Employees and customers roles in service delivery7. Managing intermediaries and electronic channels8. IMC and pricing for services

Recommended

Texts

V.A. Zeithaml, M.J. Bitner, D.D. Gremler, Services Marketing, McGraw-HillEducation, latest edition

Recommended

Learning

Strategies


Recommended

Assessment

Format



12/18


Module Title BRAND MANAGEMENT (ELECTIVE) (30 hrs)

Module Rationale To allow students to understand the process of brands management To allow students to appreciate the importance of brand to their marketing

mix

Learning

Outcomes


Explain the importance of branding as a marketing tool

Recommend appropriate basic brand elements for a chosen product for agiven target market

Propose basic strategies for sustaining and building brand equity Suggest and describe methods for measuring brand equity

Key Content

Areas

1. Brands and brand management2. Customer-based brand equity3. Brand positioning and values4. Choosing brand elements to build brand equity5. Designing marketing programmes to build brand equity6. Developing a brand equity measuring and management system: measuring

sources and outcomes7. Designing and implementing brand strategies8. Introducing and naming new products and extensions

Recommended

Texts

K.L. Keller, Strategic Brand Management, Prentice Hall PearsonInternational Edition, latest edition

Further Readings From Teen Fashion to Hershey Kisses - New Ways to Sell the Brand, January2006, Knowledge@Wharton,

(knowledge.wharton.upenn.edu/article.cfm?articleid=1344) J. Kapferer, The roots of brand loyalty decline: An international comparison, Ivey

Business Journal, March/April 2005

When a Black Tee Shirt Is More than a Black Tee Shirt: Why Brands Aren't LosingTheir Luster, Knowledge@Wharton, December 2007,

(knowledge.wharton.upenn.edu/article.cfm?articleid=1798)

Recommended

Learning

Strategies


Recommended

Assessment

Format



13/18


Module Title EVENTS MANAGEMENT (ELECTIVE) (30 hrs)

Module Rationale Introduce to students the concept of managing promotional and publicityevents management

To allow students to understand about planning, designing, and staging anexposition, convention or meeting as part of an overall public relations

strategy

Learning

Outcomes


Show the understanding of events as part of the marketing strategy andevaluate the value of different approaches to marketing

Describe and identify different types of events including meeting,exhibition, and conventions.

Consider/ develop campaigns and options for effective marketing Discuss the current and future trends that impact meeting, convention, and

event management

Key Content

Areas

1. Introduction of planning, organising, directing and control in MEEC2. Meeting, exhibition, event and convention sponsors3. Meeting and convention venues, exhibition4. Special events management5. Food and beverage6. Destination management companies and service contractors7. Programme planning8. International issues of MEEC, including current related issues and trend in

HK and Asia

9. Legal issues, and future outlook of MEEC industryRecommended

Text

G.G. Fenich,Meetings, Expositions, Events and Conventions: An Introduction tothe Industry, Prentice Hall, latest edition

Further Readings L. Wagen, B.R. Carlos, Event Management, Prentice Hall, latest edition C. Lakshman, Conditions for Hosting Mega-Sporting Events in Asia: Comparing

Japan and India, Asian Business & Management, June 2008, pp181-200

Recommended

Learning

Strategies


Recommended

Assessment

Format



14/18


Module Title GLOBAL MARKETING MANAGEMENT (ELECTIVE) (30 hrs)

Module Rationale This module is an extension of the Marketing Management module(compulsory) and examines the application of concepts and principles on

an international context and also the implications of international trade and

globalisation.

Appreciate the impact of the global environment on choice of marketingstrategy and the extent to the global strategy

An understanding of the constraints imposed on strategic decisions:environmental, technological, economic and political.

Understand the factors determining global competition.Learning

Outcomes


Explain the application of marketing principles and operational techniquesin an international context

Evaluate factors which determine the implementation of marketing mixesin global markets

Demonstrate the understanding of overseas markets to be able to evaluatethe suitability of specific international marketing strategies

Key Content

Areas

1. The economic and financial environment2. Political and legal environment3. Global marketing research4. Global segmentation and positioning5. Global marketing strategies6. Global market entry and sourcing strategies7. Developing new products for global markets, marketing products and

services, branding issues

8. Global pricing and communications9. Global logistics, distribution, import and export10. Planning, organisation, control of global marketing operations

Recommended

Text

M. Kotabe, K. Helsen, Global Marketing Management, Wiley, latest editionFurther Readings P.R. Cateora, J. Graham, International Marketing, McGraw-Hill, Irwin, latest

edition

J. Johannson, Global Marketing, Foreign Entry, Local Marketing, and GlobalManagement, McGraw-Hill/ Irwin, 2005

Brand Managers' High-wire Act: Going Global and Staying Local,Knowledge@Wharton, October 2007,

(knowledge.wharton.upenn.edu/article.cfm?articleid=1835) Managing Brands in Global Markets - One Size Doesn't Fit All,

Knowledge@Wharton, June 2005

Recommended

Learning Strategy


Assessment

Format



15/18


Module Title CHINA MARKETING (ELECTIVE) (30 hrs)

Module Rationale To provide an understanding of the nature of China markets and theirdistinguish features

To provide an appreciation of the cultural, political, legal and social systemsof China

To provide a framework for understanding and conducting business in theregion

To understand the relationship between Hong Kongs system and those ofthe other China communities

Learning

Outcomes


Identify the salient features of the China economies Explain the political and legal environments in China and how they affects

strategies formulation

Identify cultural differences with the Chinese environment Develop appropriate marketing strategies for the Chinese market

Key Content

Areas

1. Current situation of marketing in China, including DemographicInformation, Economy information, Imports and exports, Global economy

2. Global and china business environment3. Cultural and regional culture impacts on marketing4. Business customs and practices in Chinas markets5. Chinas political and legal forces6. Branding, new product brand management and innovations in China7. Distribution channels in China8. Advertising and promotions in China9. Ethical issues in Chinas marketing10. Interrelationships between HK and China markets

Recommended

Texts

* Recommended materials will be updated frequently to reflect latest situation in China

marketing.

P. Kotler, K.L. Keller, T. Lu,Marketing Management in China , Pearson Education,

2008

Current Situation of Marketing in China

J. Reuvid, Business Insights: China, Kogan Page, 2008 China Business Forecast Report, 2008 3rd Quarter, Business Monitor

International Limited

Global and Chinas Business Environment

E. Tse, Chinas Five Surprises, Strategy+Business, Winter 2005 R. Chen, Effective Public Affairs in China: MNC Government Bargaining

Power and Corporate Strategies for Influencing Foreign Business PolicyFormation, Journal of Communication Management, 2004, Vol. 8 pp395-413

J. Agarwal, T. Wu, China's entry to WTO: global marketing issues, impact, andimplications for China, International Marketing Review, 2004, Vol. 21 pp279-

300

Cultural impacts on marketing

M. Goldsmith, Crossing the Cultural Chasm, Businessweek, 30 May 2007 Breaking through the Great Wall: Doing Business with the Chinese,

Knowledge@Wharton, 28 March 2001,

(knowledge.wharton.upenn.edu/article.cfm?articleid=337)Business Customs and Practices in Chinas Markets

P. Wattanavitukul, Lessons from the Chinese Marketing Battlefield, AwakeningDragon-Doing Business in China, Feb./Mar.2003

One Billion, Three Hundred Million: The New Chinese Consumer,Knowledge@Wharton, 16 October 2003,


16/18


Y.H. Wong, Key to Key Account Management: Relationship (Guanxi) Model,International Marketing Review, 1998, Vol. 15 pp215-230

Y.H. Wong, J. Tam,Mapping Relationships in China, A Guanxi DynamicApproach, Journal of Business and Industrial Marketing, 2000, Vol. 15 pp57-

70

'What Are You Giving Away' The Challenges of Marketing in Asia,Knowledge@Wharton, January 2008,


Chinas Political and Legal Environment

C. Thompson, Googles China Problem (and Chinas Google Problem), NewYork Times, 23 April 2006

Branding in China

Sourcing From China: No longer Just for Shoes, toys and Clothes,Knowledge@Wharton, 01 June 2005,

(knowledge.wharton.upenn.edu/createpdf.cfm?articleid=1166) Quality Fade: Chinas Great Business Challenges, Knowledge@Wharton, 25

July 2005, (knowledge.wharton.upenn.edu/article.cfm?articleid=1776)

TCLs Dongsheng Li: We Should Control and Own OurBrands,Knowledge@Wharton, 01 June 2005,


High Risks and High Rewards: Chinas Fast-changing Luxury Market,Knowledge@Wharton, May 2008

Distribution Channels in China

P. Wattanavitukul, Why Distribution is key to Marketing in China, AwakeningDragon-Doing Business in China, December 2002

Navigating the Labyrinth: Sales and Distribution in Todays China,Knowledge@Wharton, 16 October 2006,

(knowledge.wharton.upenn.edu/mobile/article.cfm?articleid=1573) China is Trying to Cope with its Logistics Challenges but Gaps Persist,

Knowledge@Wharton, 01 June 2005,

(knowledge.wharton.upenn.edu/article.cfm?articleid=1167) S. Samiee, L. Yip, S.T.K. Luk, International Marketing in Southeast Asia:

Retailing Trends and Opportunities in China, International Marketing Review,

2004, Vol. 21 pp247-254

Shopping Centers in China: Consumers Are Going to Them, but Which Ones AreLooking to Buy?, Knowledge@Wharton, July 2007,

(knowledge.wharton.upenn.edu/article.cfm?articleid=1572) The Value of Chinas Emerging Middle Class, The Mckinsey Quarterly,

2006 Special Edition pp61-69Advertising and Promotion in China

Y. Wang, X. Zhang & R. Goodfellow, Effective Marketing, China BusinessCulture Strategy for Success, Talisman 2003, pp201-237

How and Why Chinese Firms Excel in The Art of Price War,Knowledge@Wharton, December 2006

M. Forney, D. Fonda, N. Gough, How Nike Figured Out China, Time SouthPacific, Issue 43 pp54-58, November 2004

Online Campaigns: The New Way Marketers Can Reach Out to ChineseConsumers, Knowledge@Wharton, March 2007

Ethical Issues in Chinas Marketing

A. Blyth, Corporate responsibility in China a cross section of business issues andpractices, Ethical Corporation magazine - March 2004

Intellectual Proprety Rights Protection for e-Commerce in China: A Work inProgress, Knowledge@Wharton, July 2007


17/18

D.A. Pitta, Ethical Issues Across Cultures: Managing the Differing Perspectives of

China and the USA, Journal of Consumer Marketing, 1999, Vol. 16 pp24.25

D. Warren, Is Guanxi Ethical? A Normative Analysis of Doing Business inChina, Journal of Business Ethics, 2001, pp191-204

Interrelationships between HK and China markets

Guide to Doing Business in China, TDC Publications, latest editionFurther Readings P.R. Cateora, J. Graham, International Marketing, McGraw-Hill, Irwin, latest

edition

D.S. Davis (ed), The Consumer Revolution in Urban China, University ofCalifornia Press, 2000

E.A. Langenberg, Guanxi and Business Strategy: Theory and Implications forMultinational Companies in China , Physica-Verlag Heidlberg, 2007

R.L. Edmonds,Managing the Chinese Environment, Oxford University PressUSA, 2000

E.R. Gamer, Understanding Contemporary China, Lynne Rienner Publishers,2003

K.L. Ho, S.C.Y. Ku, H.K. Leong, China and Southeast Asia: Global Changes andRegional Challenges, Institute of Southeast Asian Studies, 2005

S. Cochran, Chinese Medicine Men: Consumer Culture in China and SoutheastAsia, Harvard University Press, 2006

Pierre Xiao Lu, Elite China, Luxury Consumer Behaviour in China, Wiley, 2008Recommended

Learning Strategy


Assessment

Format



18/18


Module Title INTERNATIONAL MARKETING RESEARCH MANAGEMENT

(ELECTIVE) (30 hrs)

Module Rationale To provide students with the skills in international research design andanalysis, necessary for making sound marketing decisions

Given the diverse economic, educational, and cultural characteristics in aninternational setting, marketing researchers will be sensitized to cross-

cultural differences that may impact their approach and results

Provides a range of practical research methods; applications and drawbacksof each approach will be discussed

Learning

Outcomes


Describe the different scope of an international marketing research Design a marketing research project taking account into primary data and

secondary data collection in an international scale

Evaluate data using appropriate methods for international setting Assess the major challenges of marketing research industry in the future

Key Syllabus

Areas

1. Designing international marketing research2. The use of secondary data source3. Structuring primary data collection4. Multicountry scales and the analysis of multicountry data5. The international marketing information systems6. Challenges facing international marketing research7. Future directions in international marketing research8. Marketing research in China and Asia Pacific

Recommended

Texts

C.S. Craig, S.P. Douglas, International Marketing Research, Wiley, latestedition

Further Readings S.T.K. Luk, The Use of Secondary Information published by the PRC Government,Journal of Marketing Research Society, 1999, Vol. 41, pp355-365

Roy, P.G.P. Walters, S.T.K. Luk, Chinese Puzzles and Paradoxes: ConductingBusiness Research in China, Journal of Business Research, 2001, Vol. 52,

pp203-210

M. Carrigan, S. Marinova, I. Szmigin, Ethics and International MarketingResearch Background and Challenges, International Marketing Review, 2005,

Vol. 22 pp481-493

Getting Close to the Customer: Quantitaitve vs. Qualitative Approaches,Knowledge@Wharton, May 2004

R.B. Young, R.G. Javalgi, International Marketing Research: A Global ProjectManagement Perspective , Business Horizons, 2007, Vol. 50 pp113-122

A. Rialp, J. Rialp, International Marketing Research Opportunities andChallenges in the 21st Century, Advanced in International Marketing, 2006,

Vol. 17 pp1-13

Tag Team - Tracking the Patterns of Supermarket Shoppers,Knowledge@Wharton, June 2005

Recommended

Learning Strategy


Assessment

Format


hkim qualifying scheme

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