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✔ Includes detailed diagrams and explanations that deliver all essence from lectures and textbook readings, from Week 1 to 12. Well-organised with headings and subheadings by weekly contents.
✔ Also include some Chinese annotations that helps to facilitate understanding for Chinese students.
✔ Topic list
Week 1 – Marketing concept, Value creation & Market-oriented firm
Week 2 – Relationship marketing & Customer loyalty
Week 3 – Consumer behavior
Week 4 – Market segmentation & Targeting + Branding & Positioning
Week 5 – Product lifecycle & Product development
Week 6 – Marketing communications (Promotion)
Week 7 – Pricing
Week 9 – Distribution channels(Place)
Week 10 – Service marketing
Week 11 – Marketing ethics
NOTE: Week 8 focuses on group assignment while Week 12 has a review session, thus no contents are available.
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