BU311 Introduction to Marketing (Online)
Instructor
Information
Home Institution: Shanghai Maritime University
Email: eurogent@163.com
Office Hours: Determined by Instructor
Term
June 26, 2023-July 21, 2023
Monday through Friday
Course Delivery
The class will be delivered in the format of online. Other than recorded
lecture videos, the instructor will arrange 2.5 hours’ real-time interactions
with students per week (via Zoom meeting, Tencent Meeting or Wechat).
Contact Hours
(Lecture Hours)
66 contact hours Credits 4 units
Self-study
15 extra hours per week * 4 weeks are required for independent reading and
research
Required Texts
(with ISBN)
Marketing: Real People, Real Choices, by Solomon, Marshall, and Stuart,
published by Pearson （ISBN 9780132948937）
Prerequisite N/A
2 / 5
Course Overview
Marketing is the revenue-generation part of business. It may not be your major, but without marketing
to generate revenue, your business would not last long! Marketing’s fundamental concepts permeate
virtually all areas of business and, on a personal level, can help you navigate your career. Introduction
to Marketing is a core marketing course in the business school. This course features a decision-oriented
overview of marketing in modern organizations, presents a general introduction to marketing concepts,
the various factors that influence marketing decision-making, and the role of marketing in society and
in the firm.
This course is designed to provide students with a broad background on the nature and scope of
marketing concepts used in business. Students will learn about the basic components of marketing, its
methods and uses to business firms. The study of this course provides students an overview of the
marketing theories and practices, which could help develop students’ understanding of value proposition
and value delivery.
Course Goals
After learning this course, you will be able to:
 Utilize a working vocabulary of the “language of marketing” (that is, terms, concepts, and
frameworks) used by marketing managers while conducting marketing management.
 Describe the major decision areas under marketing responsibility and the basic interrelationships of
those decision areas.
 Apply key frameworks and tools for analyzing customers, competition, and marketing strengths and
weaknesses.
 Select target markets and make strategic decisions related to product, price, promotion, and place
(i.e., the marketing mix) to meet the needs of a target market, and then organize those decisions into
a marketing plan.
Exams
There will be four exams which will have a multiple-choice format. Test questions emphasize topics
that are covered both in the text and in class. You must be present for all exams at their scheduled time.
In the event that you miss one exam, a makeup exam day will be held during the last week of classes.
You must email me and TA at least 2 weeks before the last day of class to schedule your makeup exam,
otherwise, you will receive a zero for that exam.
Personal Marketing Plan (in form of presentation or written hand-out)
You will apply what you’re learning with a course project where you create a personal marketing plan.
The Personal Marketing Plan Assignment asks you to use the marketing planning process to make
yourself attractive to prospective employers. You may indeed use the information you develop here
when you apply for jobs and participate in the interview process.
Content includes whether your presentation or hand-out was complete, specific, detailed, and error free.
Were appropriate analytical tools included? Were they correct? Were your recommendations specific?
Did you show clearly how your recommendations could be implemented? You need to be specific and
tell exactly when, how, where, and why your recommendations are appropriate.
Delivery includes whether your presentation or hand-out was interesting, lively, special, upbeat, and
clear. Regarding presentation, you should consider the questions: Did you use state-of-the-art
presentation technology? Were your visual aids readable from the back of the class? Did you use color
to highlight points? Were your nonverbal communication such as voice tone, eye contact, posture, and
3 / 5
appearance good? Were transparencies, handouts, slides, the blackboard, or flip charts used to make
your oral presentation as interesting and informative as possible?
You will then turn in a completed, final personal marketing plan (10% of total grade). Each deliverable
for the marketing plan must be turned in at the very beginning of class on the day that it is due. Any
assignments turned in late will be penalized 10% per day, including weekends and holidays.
Assignments must be typed and stapled. Points will be deducted for assignments that are not professional.
Quizzes, Homework, and In-class Exercises and Activities
Throughout the 4-week course, we will complete quizzes, homework assignments, and in class activities.
These exercises are tailored towards helping you further understand the key concepts covered in the
textbook. There is much more material in your reading assignments than we have time to discuss in
class. Homework and in-class activities will delve into the most important issues. No makeup
assignments will be allowed.
The final arrangement for presentations or hand-outs is subject to changes by the enrolment.
Grading Policy
Exam (1) Individual 15%
Exam (2) Individual 15%
Exam (3) Individual 15%
Final Exam Individual 25%
Hand-out or presentation Individual 10%
Attendance and participation Tutorial engagement 20%
Grading Scale is as follows
Number grade Letter grade GPA
90-100 A 4.0
85-89 A- 3.7
80-84 B+ 3.3
75-79 B 3.0
70-74 B- 2.7
67-69 C+ 2.3
65-66 C 2.0
62-64 C- 1.7
60-61 D 1.0
≤59 F (Failure) 0
4 / 5
Class Schedule
Date Lecture Online Teaching Arrangement
Day 1
Intro to the Course, Chapter 1:
Welcome to the World of Marketing
Approximately 100 minutes’ recorded
video lecture plus 20 minutes’ online
material learning (videos, Presentations,
addition texts)
Day 2
Chapter 2: Global, Ethical, and
Sustainable Marketing
Approximately 100 minutes’ recorded
video lecture plus 20 minutes’ online
material learning (videos, Presentations,
addition texts)
Day 3 Chapter 3: Strategic Market Planning
Approximately 100 minutes’ recorded
video lecture plus 20 minutes’ online
material learning (videos, Presentations,
addition texts)
Day 4 Chapter 4: Market Research
Approximately 100 minutes’ recorded
video lecture plus 20 minutes’ online
material learning (videos, Presentations,
addition texts)
Day 5 Chapter 5: Marketing Analytics
Approximately 100 minutes’ recorded
video lecture plus 20 minutes’ online
material learning (videos, Presentations,
addition texts)
Day 6 Exam (1) ( or presentation 1)
Day 7
Chapter 6: Consumer & Business
Markets
Approximately 100 minutes’ recorded
video lecture plus 20 minutes’ online
material learning (videos, Presentations,
addition texts)
Day 8
Chapter 7: Segmentation, Target
Marketing, and Positioning
Approximately 100 minutes’ recorded
video lecture plus 20 minutes’ online
material learning (videos, Presentations,
addition texts)
Day 9
Chapter 8: Innovation and New
Product Development
Approximately 100 minutes’ recorded
video lecture plus 20 minutes’ online
material learning (videos, Presentations,
addition texts)
Day 10
Chapter 9: Product Strategy and
Branding
Approximately 100 minutes’ recorded
video lecture plus 20 minutes’ online
material learning (videos, Presentations,
addition texts)
Day 11 Chapter 10: Price
Approximately 100 minutes’ recorded
video lecture plus 20 minutes’ online
material learning (videos, Presentations,
addition texts)
Day 12 Exam (2) (or presentation 2)
5 / 5
Day 13 Chapter 11: Deliver the Goods
Approximately 100 minutes’ recorded
video lecture plus 20 minutes’ online
material learning (videos, Presentations,
addition texts)
Day 14
Chapter 12: Deliver the Customer
Experience
Approximately 100 minutes’ recorded
video lecture plus 20 minutes’ online
material learning (videos, Presentations,
addition texts)
Day 15
Chapter 13: Advertising and Sales
Promotion
Approximately 100 minutes’ recorded
video lecture plus 20 minutes’ online
material learning (videos, Presentations,
addition texts)
Day 16
Chapter 14: Social Media, Direct
Marketing, Personal Selling, and PR
(I)
Approximately 100 minutes’ recorded
video lecture plus 20 minutes’ online
material learning (videos, Presentations,
addition texts)
Day 17
Chapter 14: Social Media, Direct
Marketing, Personal Selling, and PR
(II)
Approximately 100 minutes’ recorded
video lecture plus 20 minutes’ online
material learning (videos, Presentations,
addition texts)
Day 18 Exam (3) (or presentation 3)
Day 19
Course Review and Feedback to
Students
Day 20
Final Exam (covering all chapters
learned)