MKT 2010
Marketing Management
Both terms
This course is devoted to the study of the management of marketing functions, the analysis of external forces affecting marketing decision making, the implementation and control of marketing activities, and an examination of the global impact of marketing. Course objectives include the development of students¡¦ understanding of the fundamental concepts underlying the selection and assessment of markets and the development and delivery of products, an investigation of the role and contribution of marketing to the conduct of successful business operation and to society, and to develop student abilities in identifying marketing opportunities and viable marketing strategies.
MKT 3010
Marketing Research
1st and/or 2nd term
A practical survey of contemporary systematic procedures and tools of research available to the marketing researcher, as well as the uses of such information in managerial decision making. Prerequisite: DSE 2010.
MKT 3020
Consumer Behaviour
1st and/or 2nd term
This course is designed to focus on the behavioural concepts and theories that have been found useful for understanding consumer behaviour and their potential applications in the development of marketing strategy. Concepts and theories in the social sciences, particularly social psychology, cognitive psychology, sociology and cultural anthropology will be emphasized throughout this course with special reference to selected consumer topics. These topics include attitude formation and change, information processing, learning, group influences, choice behaviour and cross-cultural consumer behaviour. Prerequisite: MKT 2010.
MKT 3030
Integrated Marketing Communication
1st and/or 2nd term
This course is designed to provide students with a theoretical and practical appreciation of the role of “integrated marketing communication” (IMC) in today’s business environment. IMC differs from traditional advertising and promotion programs by using zero-based planning, data-driven communication and brand touch points. The program focuses on using strategic mix of advertising, sales promotion, public relations, event marketing and direct response promotions along with mass and two-way communication. Prerequisite: MKT 2010.
MKT 3040
Salesmanship and Sales Management
1st and/or 2nd term
Salesmanship and Sales Management is the art of developing salespeople’s selling skill and motivating one’s own salespeople through an insightful blend of training and management procedures: both “system”-driven and “human”-oriented. Topics will include: sales straining, 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 performance assessments, and other control measures. Special emphasis will be placed on the discussion of contemporary practices in salesmanship and the selecting, training, motivating, and directing of salespeople. Prerequisite: MKT 2010.
MKT 3050
Global Marketing Management
1st and/or 2nd term
This course is designed to expose students to the complexities and challenges related to multinational marketing activities. Topics include an analysis of the underlying forces in international trade, opportunities and threats in the world market, estimation of market potential, formulation of multinational marketing strategies, organization and coordination of global marketing activities. Prerequisites: MGT 2510 and MKT 2010.
MKT 4010
Organizational Marketing
1st and/or 2nd term
The major objectives of this course are to develop an understanding of the unique features, behaviour and problems of organizational marketing as compared to consumer marketing and to show how to apply the marketing managerial process (e.g., market segmentation, target market selection, development of the marketing mix) to the field of organizational marketing. This course is concerned with the application of modern marketing principles to organizational customers, including profit and non-profit organizations such as industrial buyers, government and social service institutions. Prerequisite: MKT 2010.
MKT 4020
Retail and Channel Management
1st and/or 2nd term
The major objective of this course is to enable students to become a good decision maker in retail and channel management. It focuses on the highly dynamic nature of the sector and emphasizes on its adaptation ability to changes. Apart from introducing students to the evolution pattern of major retail institutions, this course also discusses in depth the general retail and channel management concepts and practices such as trading areas, locational and site analysis, merchandising, store positioning and transfer of retail technology. Prerequisite: MKT 2010.
MKT 4030
Service Marketing
1st and/or 2nd term
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. Prerequisite: MKT 2010.
MKT 4040
Strategic Marketing
1st and/or 2nd term
The purpose of this course is to reinforce and build upon previous studies of marketing and develop a comprehensive and integrated framework for the direction and management of the marketing function in a company. The approach of this course is broad, with marketing being examined from the viewpoint of the enterprise rather than using a business perspective. While this course necessarily includes reference to strategic management issues, major emphasis is placed upon the distinctive conceptual perspectives that are wholly within the domain of the firm? marketing strategy. This course will build skills in such areas as: market opportunity analysis, the assessment of competitive advantages, forecasting patterns of market evolution, and developing marketing strategies consistent with these assessments. In addition, through case studies and other means, understanding is enhanced of the methods and concepts of marketing strategy analysis and how these can be applied in practice. Prerequisite: MKT 2010. [for final year students (final two terms) only]
MKT 4050
Seminar in Marketing
1st and/or 2nd term
Discussion of current marketing thought, the rationale associated with contemporary marketing strategies, and issues and problems drawing current attention in the marketing literature. Thus, specific topics will vary from term to term. Prerequisite: MKT 2010.
MKT 4052
Seminar in Marketing (Marketing Challenges in the 21st Century)
1st and/or 2nd term
This course provides students with the opportunity to further their knowledge in selected areas of marketing. Issues of current and emerging interest are discussed and explored. Topics include new paradigms in marketing, customer relationship management, strategic brand management, creativity in marketing and others. Prerequisite: MKT 2010.
MKT 4070
Marketing in China
1st and/or 2nd term
The major objective of this course is to prepare students to become a good decision maker in China marketing. Students will become aware of the strategies, skills and attitudes that are essential for effective and efficient marketing practices in China. Topics include: analysing the marketing environment in China; understanding Chinese consumer behaviour; conducting marketing research in China; developing and implementing marketing strategies in China. Prerequisite: MKT 2010.
MKT 4080
Internet Marketing
1st and/or 2nd term
The internet is having a profound effect on the conduct of marketing as we move towards the new millennium. The Internet presents a fundamentally different environment for marketing, and new paradigms will have to be developed to take account of marketing activities in the electronic age. This course focuses primarily on the impact of the Internet on marketing, Internet marketing research, consumer behaviour on the Internet, and marketing strategies in the Internet age. Prerequisite: MKT 2010.
MKT 4090
Database Marketing
1st and/or 2nd term
In the information age today, most companies have their customer databases. Database allows marketers to reach customers at a lower cost and enhance customer relationship more effectively and efficiently. Database marketing is about capturing, storing, analyzing and using customer information to support key marketing decisions ( e.g., acquisition, cross-selling , retention). Owing to its importance and popularity in many industries ( e.g., financial industry, telecommunication industry, retail industry ..etc ), big companies today have already set up the Business Intelligence Unit (BIU) or database marketing department within the marketing division. In response to the demand of database marketers from these industries, the course objective is to provide basic database marketing training to students so that they can work in this growing field in both Hong Kong and China after graduation.
The course will cover three major aspects of database marketing :
a. Database Technology
b. Data Mining Techniques
c. Campaign planning, execution and evaluation
Selected industry, such as the financial industry will be used as an example to illustrate the practice of database marketing in Hong Kong and China. Prerequisite: MKT 2010. |
