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Master of Science in Marketing 2012/2013. Department of Marketing. Course Introduction (Subject to changes). Course Summary. 7 Core Courses 8 Electives. Part-time (Normally two years duration). Year 1 Semester A MKT5610 Marketing Strategy and Planning (3 CUs [Credit Units])

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master of science in marketing 2012 2013

Master of Science in Marketing2012/2013

Department of Marketing

Course Introduction

(Subject to changes)

course summary
Course Summary
  • 7 Core Courses
  • 8 Electives
part time normally two years duration
Part-time (Normally two years duration)

Year 1 Semester AMKT5610 Marketing Strategy and Planning (3 CUs [Credit Units])

MKT5612 Applied Marketing Research (3 CUs)

Year 1 Semester B

MKT6613 Brand Marketing: A Chinese Perspective (3 CUs)

MKT6614 Database Marketing: Models and Analysis (3 CUs)

One Elective (3 CUs)

Year 2 Semester A

MKT5611 Consumer/Buyer Behavior (3 CUs)

MKT5616 Marketing Consulting Skill & Project (3 Cus – Year Long)

One Elective (3 CUs)

Year 2 Semester BMKT6615 Marketing Engineering (3 CUs)

MKT5616 Marketing Consulting Skill & Project (3 Cus – Year Long)One Elective (3 CUs)

Total credits required for graduation: 30 CUs

full time normally 12 months duration
Full-time (Normally 12 Months duration)

Semester A

MKT5610 Marketing Strategy and Planning (3 CUs)

MKT5611 Consumer/Buyer Behavior (3 CUs)

MKT5612 Applied Marketing Research (3 CUs)

MKT5616 Marketing Consulting Skill & Project (3 CUs – Year Long)

Semester B

MKT6613 Brand Marketing: A Chinese Perspective (3 CUs)

MKT6614 Database Marketing: Models and Analysis (3 CUs)

MKT6615 Marketing Engineering (3 CUs)

MKT5616 Marketing Consulting Skill & Project (3 CUs – Year Long)

One Elective (3 CUs)

Summer

Two Electives (6 CUs)

Total credits required for graduation: 30 CUs

core course
Core Course

MKT5610 - Marketing Strategy and Planning

  • Course Aims
  • familiarize the students with marketing concepts and application
  • in real business situations.
  • enable students to develop and implement successful marketing
  • planning for a real business company.
  • Assessment Tasks
  • Class Discussion (20%)
  • Individual Case Analysis and Planning (25%)
  • Group Project Presentation (15%)
  • Case Study (40%)
  • Equivalent Courses
  • FB5601 Principles of Marketing
  • MKT5601 Principles of Marketing
slide6
MKT5611 - Consumer/Buyer Behavior
  • Course Aims
  • provide students with the knowledge and understanding of the
  • theories in Psychology, Sociology and Anthropology to study
  • consumer behavior.
  • introduce prevailing techniques of understanding consumers’
  • buying behaviors and business applications of consumer
  • behavior principles.
  • business cases are analyzed to apply consumer behaviour
  • theories in real world settings..
  • Assessment Tasks
  • In-class Participation and Case Study (30%)
  • Group Project (40%)
  • Final Examination (30%)
  • Equivalent Courses
  • FB6603 Consumer Behavior
  • MKT6603 Consumer Behavior
slide7
MKT5612 – Applied Marketing Research
  • Course Aims
  • improve students’ problem definition skills.
  • introduce students to different stages of the marketing research
  • process.
  • demonstrate the use of marketing research information in
  • managerial decision making.
  • enable students to become an effective decision maker.
  • Assessment Tasks
  • Class Participation (15%)
  • Individual Case Study (20%)
  • Group Project Presentation (10%)
  • Group Projects (25%)
  • Final Examination (30%)
slide8
MKT5616 – Marketing Consulting Skill and Project
  • Course Aims
  • provides a hands-on experience to students in tackling real-world
  • consulting projects in marketing and related topics to achieve an
  • organization’s goals
  • enhance the student’s skills in solving problems in collaborative
  • environments.
  • prepare the student for managing projects with demanding
  • deadlines in a complex organization. managerial decision making.
  • Assessment Tasks
  • Project Statement of Work and Gantt Chart (15%)
  • Project Progress Reports (15%)
  • Mid Term Review (10%)
  • Final Project Presentation (10%)
  • Final Deliverable (10%)
  • Peer Review and Instructor Evaluation (40%)
mkt6613 brand marketing a chinese cultural perspective
MKT6613 – Brand Marketing : A Chinese Cultural Perspective

Course Aims

  • familiarize the students with the important knowledge, frameworks and concepts of brand marketing from a Chinese cultural perspective.
  • involve the students in applying the knowledge, frameworks, and concepts to real world situation.

Assessment Tasks

Class Discussion (10%)

Group Project Report and Presentation (40%)

Individual Project Report and Presentation (50%)

Prerequisites

MKT5610 Marketing Strategy and Planning

mkt6614 database marketing models and analysis
MKT6614 – Database Marketing: Models and Analysis

Course Aims

  • orient students to the theory and concepts associated with using database to enhance marketing programs.
  • build stronger relationship with customers.
  • applications of database marketing concepts and tools to real world cases will be covered.

Assessment Tasks

In-Class Discussions & Exercises (20%)

Group Project Report (20%)

Group Project Presentation (20%)

Final Examination (40%)

Prerequisite

MKT5610 Marketing Strategy and Planning

Precursor

MKT5612 Applied Marketing Research

mkt6615 marketing engineering
MKT6615 – Marketing Engineering

Course Aims

  • provide students with an understanding of the role of analytical techniques and computer models in enhancing marketing decisions in modern enterprises.
  • foster and enhance students’ skills in making IT-intensive marketing decisions. Ethics in marketing decision making will be emphasized.

Assessment Tasks

Group Term Project Report (40%)

Group Term Project Presentation (10%)

In-class Participation (10%)

Final Examination (40%)

Prerequisites

MKT5610 Marketing Strategy and Planning

MKT5612 Applied Marketing Research

mkt5640 strategic retail management
ElectivesMKT5640 – Strategic Retail Management

Course Aims

  • provide students with key concepts of retail management and marketing including roles of retailing business, consumer behaviour in retailing, retailing marketing environments and the retail marketing mix.
  • equip students with essential retailing management and marketing skills in analyzing and solving business issues in retailing context.
  • familiarize students with marketing concepts in developing strategies and brands in retailing context.

Assessment Tasks

Class Discussion (20%)

Group Project (50%)

Final Examination (30%)

mkt5641 chinese culture and marketing
MKT5641 – Chinese Culture and Marketing

Course Aims

  • prepare students for the realities and complexities of cultural diversity.
  • provide students better understanding on how the firm can manage marketing challenges in cross-culture and Chinese culture settings.
  • develop students’ capacity to apply marketing strategies to a given situation involving specific culture background.

Assessment Tasks

Class Discussion (10%)

Individual Case Study (30%)

Group Case Study (20%)

Group Project (40%)

mkt5642 financial services marketing
MKT5642 – Financial Services Marketing

Course Aims

  • provide a comprehensive understanding of the nature and key concepts of financial services marketing.
  • provide knowledge about designing effective marketing strategies on financial products and services.

Assessment Tasks

Class Participation (10%)

Short Case Presentation (20%)

Group Project and Presentation (35%)

Final Exam (35%)

mkt5643 global marketing
MKT5643 – Global Marketing

Course Aims

  • provide students with an understanding of marketing concepts and analytical processes in international marketing operations.
  • foster and sustain students’ skills as professional international marketing analysts and problem solvers.

Assessment Tasks

Class Discussion and Assignments (20%)

Group Case Study (20%)

Term Project (30%)

Final Examination (30%)

mkt5644 electronic marketing
MKT5644 – Electronic Marketing

Course Aims

  • provide students with advanced knowledge of the fundamental and critical impacts of Internet and how it changes traditional marketing.
  • prevailing techniques in understanding e-marketing opportunities, challenges, and strategies and design of e-marketing plan will be included.

Assessments Tasks

Individual Task (40%)

Group Case Analysis (20%)

Group Project (40%)

mkt5645 customer relationship management
MKT5645 – Customer Relationship Management

Course Aims

  • provide students with the knowledge of the fundamental aspects of developing and managing customer relationships.
  • introduce students to the tools commonly used for developing and implementing CRM programs.

Assessment Tasks

In-Class Discussions & Exercises (45%)

Individual Assignments (15%)

Group Project Report (32%)

Group Project Presentation (8%)

mkt5647 game theory and strategic marketing
MKT5647 – Game Theory and Strategic Marketing

Course Aims

  • teach students how to apply game-theoretic analysis to develop effective marketing/business strategies
  • Strengthen students’ abilities to think strategically in business situations

Assessment Tasks

Group Term Project and Presentation (40%)

In-class Participation (10%)

Case Analysis (20%)

Final Exam (30%)

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