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| Message From The Director |
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Marketers in the 21st Century |
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| Entering 2000s, Hong Kong's economic and business
environment are turning into a new chapter, shaped by
two powerful forces - globalization and technology.
The explosive growth of global trade and international
competition has led to the liberalization of existing
markets and the emergence of new markets.
Globalization has forced many companies, especially
companies in Asian countries, to undergo rapid and often
wrenching transformation in marketing as well as other
business functions.
Another major force is technology. One revolutionary
technological change is the emergence of the
information age. The successor to the Industrial Society
- the Information Economy - is now penetrating and
changing almost every aspect of our daily life. This
revolution has fundamentally altered our concepts of
time and space. Internet, E-commerce and Cyberspace
have become the key words in doing business.
As the pace of change accelerates, companies can no
longer rely on their former practices to sustain prosperity.
Yesterday's winning strategy may become today's losing
strategy. In the coming decade marketing will be
reengineered from A to Z. There is little doubt that
markets and marketing will operate on quite different
principles in the coming years of the twenty-first century.
Meanwhile, marketers in the new era will need to rethink
the marketing process by which they identify,
communicate, and deliver customer value in this
changing business environment. To be a successful
and outstanding marketer in the twenty-first century, one
needs to have the following competencies:
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Professional Knowledge.Good decision making in marketing cannot rely purely
on luck or common sense. A professional marketer
needs to be one who has a good understanding of
marketing concepts, principles, theories and
applications. |
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Learning Ability. To be a marketer in the twenty-first century, the ability
to learn faster than major competitors may be the only
sustainable advantage. However, learning for learning's
sake will not provide a competitive edge. The real
challenge to a 21st century marketer is to learn
strategically, that is, to learn new and important things
continuously and translate them into breakthrough
insight and strategy. |
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Insight. In a world of increases speed, complexity, and
uncertainty, one needs a superior ability to make sense
of the ever changing business environment. To create
a winning strategy for a firm or business, a marketer
must understand better than his competitors the forces
driving the economy, how they affect his company's
competitiveness, and how he can use them to his
advantage. |
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Innovation. The rule of the business game is constantly changing.
A marketer needs to have an ability to generate creative
solutions for unexpected problems. Without creativity,
one can only act as a copycat, a follower, or even a
loser. |
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Execution. A marketer needs the ability to implement his company's
strategy at the right time and right pace. The impact of
an excellent strategy on business performance can only
be achieved by proper implementation. |
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| Being one of the leading business schools in the Asia-
Pacific region, the Faculty of Business Administration
at The Chinese University of Hong Kong has a longterm
commitment in pursuing academic and teaching
excellence. The Master of Science Programme in
Marketing is designed to help local and international
marketing executives to maintain an edge on competition
through a solid, innovative and well-designed curriculum.
Are you a creative and intelligent person who like to
face challenge and have a commitment to improve the
marketing excellence of Hong Kong? If you are, we
welcome you to join our programme. I am sure the next
two years you spend at The Chinese University of Hong
Kong will ultimately prove to be well worthwhile.
Leo Sin, PhD
Programme Director |
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