| MKT 5010 Marketing Management
This course is designed to illustrate how marketing management varies the marketing mix (price, product, promotion, and place) to achieve maximum consumer satisfaction. Emphasis is placed on the basic marketing concept that a firms long-run market position is enhanced by the creation of a differential advantage while following consumer desires. Also discussed are marketing strategy (formulation and implementation) and the role of the firm vis-a-vis its various environments (socio-political-economic). Short cases are used to illustrate the various concepts and to provide the student with decision--making experiences in a complex environment.
MKT 6010 Strategic Marketing
Prerequisite: MKT 5010 or equivalent
This course covers major marketing decisions in a problem oriented setting. the in-depth study of general marketing management, and the development of marketing plans and strategies. Emphasis is placed on integrating and applying analytical techniques. and interfunctional aspects of marketing.
MKT 6030 Managing the Sales Force
Prerequisite: MKT 5010 or equivalent
Sales Force Management is the art of motivating ones own salespeople through an insightful blend of management procedures: both “system”-driven and “human”-oriented. Topics will include: determining the nature and amount of personal sales effort, territory design, quota and other performance assessments. and other control measures. Special emphasis will be placed on the discussion of contemporary practices in selecting. training, motivating, and directing of salespeople.
MKT 6040 Marketing Research
Prerequisite: MKT 5010 and DSE 5110 or equivalent
This course deals with the systematic and objective search for, and analysis of, information relevant to major classes of marketing management problems. There will be a focus on applications of problem structuring and marketing data collection, processing, and analysis.
MKT 6050 Buyer Behaviour
Prerequisite: MKT 5010 or equivalent
Integrated selected topics in buyer behaviour with marketing applications. Topics include: the sociological and psychological aspects of buyer behaviour, product adoption and diffusion, and the process of buyer behaviour, including search, motivation, influence, and interaction, and examination of normative behaviour models.
MKT 6060 Integrated Marketing Communication Strategy
Prerequisite: MKT 5010 or equivalent
Two major tools of the “promotion mix” - advertising and sales promotion - will be discussed in terms of their nature and relative advantages and disadvantages. With respect to “advertising”, topics will include: setting of advertising objectives, budget determination, creative decisions, media decisions, and measuring of advertising effectiveness. With respect to “sales promotion”, emphasis will be placed on the establishing of sales promotion objectives and the selecting of sales promotion tools. Special attention will also be focused on how the two major tools can work together effectively in the context of the total marketing process.
MKT 6080 Seminar in Marketing
Prerequisite: MKT 5010 or equivalent
This course provides students with an opportunity to further their knowledge in selected areas in marketing such as market forecasting. retails marketing. pricing and marketing channels. Topics and issues of current interest will be discussed as well. Throughout this series of seminars. Students' initiation and participation in discussion and projects related to the selected topics will be emphasized.
MKT 6090 Global Marketing Management
Prerequisite: MKT 5010 or equivalent
In this electronic age, multinational marketers will face a fast changing marketing environment. Globalization of business activities will no longer be the privilege of firms in the advanced countries. Existing concepts and theories in international marketing are being challenged for their abilities in solving problems in this electronic era. This course is designed to link theories with business practices. Topics include analyses of the underlying forces in international business, and the recent development of theoretical concepts and theories in the area of international marketing. Marketing strategies will be discussed for operations in both advanced and emerging economies.
MKT 6100 Internet Marketing
Prerequisite: MKT 5010 or equivalent
This course deals with a new paradigm of marketing management in modern enterprise. It primarily explores the marketing implications of fascinating developments including computer networking, artificial intelligence, interactivity, and multimedia in the electronic age of the internet. In addition to acquiring basic skills for navigating this newly developed mass medium, students are required to understand and master the skills of marketing in this new virtual marketplace.
MKT 6110 Customer Relationship Management (CRM)
Prerequisite: MKT 5010 or equivalent
This course is designed with the objectives to provide essential marketing concepts, enhance students' ability to analyze contemporary business issues, apply the latest development in internet marketing/CRM tools, and develop professional skills in doing business in this changing and competitive market environment. Specifically, the course aims at providing students with an understanding on what customer relationship management (CRM) is, why it is so important in the contemporary business world, and how it is implemented using recent information technology. It will cover topics such as relationship marketing, customer lifetime value, and CRM-based marketing strategies. As a result, students will learn to develop their own skills and build up specific capabilities that will enhance the strength of their enterprises and improve the marketing effectiveness and efficiency in the competitive market place.
MKT 6120 Marketing in China
Prerequisite: MKT 5010 or equivalent
The purpose of this course is to provide students with the basic understanding of marketing practice and issues in China. The course will introduce some non-traditional and innovative approaches of marketing strategies in China. It will help develop students' marketing and management skills for doing business in China. Topics include: changing environment of the China market; the impact of WTO accession on China; market entry strategies and key success factors; Chinese consumer characteristics and behavior patterns; marketing mix management in China; competition between international firms and the local ones; and adaptation and the relationship building process in China.
MKT 6130 Strategic Brand Management
Prerequisite: MKT 5010 or equivalent
One of the most important assets of any business is tangible: its brands. As industries become increasingly competitive, it is clear that strong brand-building skills are needed to survive and prosper. The Strategic Brand Management course is designed to provide conceptual background as well as practical approaches (i.e., relevant research techniques) to manage brands as a strategic asset as well as a primary source of competitive advantage. Topics include new product development process, brand creation, brand building, managing brand equity, and revitalizing brands. Although brands are one of the most important assets for any business, it is found that managers generally do not have very clear idea how to successfully manage their brands. Far too few managers really understand the concept of brand equity and how it must be implemented. In other words, managers need to learn the basic brand building concepts as well as the research techniques that can be used to collect data for brand planning. The objective of this course is to provide students with understanding regarding brand building concepts as well as to equip students with research techniques that can be used to build and manage a successful brand.
MKT6150 Service Marketing
Prerequisite: MKT 5010 or equivalent
This course reviews the important concepts in service marketing. It addresses the issues involved in the effective marketing of services taking into account the unique characteristics of services. The issues which are covered include: the interactive nature of the service provider, the consumer and the physical environment in the service provision process; the importance to maintain high quality; and special problems related to the growth and internationalization of services.
MKT6160 Business Negotiation
Prerequisite: MKT 5010 or equivalent
This course introduces current research and thought on the negotiation process, and gives opportunities to course participants to apply the concepts and skills in simulations of actual negotiations. Strategic lessons are learned from different actual cases. The objective is to enable course participants to appreciate the art and science of negotiation, and understand how to resolve conflicts and derive the most from our bargaining.
MKT6170 Selected Topics in Marketing
Prerequisite: MKT 5010 or equivalent
This course will focus on special issues selected by the Marketing faculty. Discussion of current marketing thought, the rationale associated with contemporary marketing strategies, and issues and problems drawing current attention in the marketing literature. |
