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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
ModulesNotional Contact
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)
ModulesNotional Contact
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
8/4/2019 HKIM Qualifying Scheme
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
L3 Diploma in Marketing (pitched at HKQF Level 3)
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
8/4/2019 HKIM Qualifying Scheme
3/18
L3 Diploma in Marketing (pitched at HKQF Level 3)
Module Title FUNDAMENTALS OF MARKETING (30 hrs)
Module Rationale To introduce to students the basic principles and concepts of marketingLearning
Outcomes
Upon completion of the module, students will be able to:
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
Lectures and tutorialsRecommended
assessment
format
Minimum 70% written examination
8/4/2019 HKIM Qualifying Scheme
4/18
L3 Diploma in Marketing (pitched at HKQF Level 3)
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
Upon completion of the module, students will be able to:
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
Lectures and tutorialsRecommended
assessment
format
Minimum 70% written examination
8/4/2019 HKIM Qualifying Scheme
5/18
L3 Diploma in Marketing (pitched at HKQF Level 3)
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
Upon completion of the module, students will be able to:
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
Lectures and tutorialsRecommended
assessment
format
Minimum 70% written examination
8/4/2019 HKIM Qualifying Scheme
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
Upon completion of the module, students will be able to:
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.
8/4/2019 HKIM Qualifying Scheme
7/18
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
Lectures and tutorialsRecommended
assessment
format
Minimum 70% written examination
8/4/2019 HKIM Qualifying Scheme
8/18
L4 Professional Diploma in Marketing (pitched at HKQF Level 4)
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
Upon completion of the module, students will be able to:
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
Lectures and tutorialsRecommended
assessment
format
Minimum 70% written examination
8/4/2019 HKIM Qualifying Scheme
9/18
L4 Professional Diploma in Marketing (pitched at HKQF Level 4)
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
Upon completion of the module, students will be able to:
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
Minimum 70% written examination
8/4/2019 HKIM Qualifying Scheme
10/18
L4 Professional Diploma in Marketing (pitched at HKQF Level 4)
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
Upon completion of the module, students will be able to:
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.
8/4/2019 HKIM Qualifying Scheme
11/18
L4 Professional Diploma in Marketing (pitched at HKQF Level 4)
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
Lectures and tutorials
Recommended
Assessment
Format
Minimum 70% written examination
8/4/2019 HKIM Qualifying Scheme
12/18
L4 Professional Diploma in Marketing (pitched at HKQF Level 4)
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
Upon completion of the module, students will be able to:
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
Lectures and tutorials
Recommended
Assessment
Format
Minimum 70% written examination
8/4/2019 HKIM Qualifying Scheme
13/18
L4 Professional Diploma in Marketing (pitched at HKQF Level 4)
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
Upon completion of the module, students will be able to:
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
Lectures and tutorials
Recommended
Assessment
Format
Minimum 70% written examination
8/4/2019 HKIM Qualifying Scheme
14/18
L4 Professional Diploma in Marketing (pitched at HKQF Level 4)
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
Upon completion of the module, students will be able to:
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
Lectures and tutorialsRecommended
Assessment
Format
Minimum 70% written examination
8/4/2019 HKIM Qualifying Scheme
15/18
L4 Professional Diploma in Marketing (pitched at HKQF Level 4)
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
Upon completion of the module, students will be able to:
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,
8/4/2019 HKIM Qualifying Scheme
16/18
(knowledge.wharton.upenn.edu/article.cfm?articleid=1572)
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,
(knowledge.wharton.upenn.edu/article.cfm?articleid=1872)
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,
(knowledge.wharton.upenn.edu/article.cfm?articleid=1168)
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
8/4/2019 HKIM Qualifying Scheme
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
Lectures and tutorialsRecommended
Assessment
Format
Minimum 70% written examination
8/4/2019 HKIM Qualifying Scheme
18/18
L4 Professional Diploma in Marketing (pitched at HKQF Level 4)
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
Upon completion of the module, students will be able to:
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
Lectures and tutorialsRecommended
Assessment
Format
Minimum 70% written examination