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Master of Science in Marketing 2012/2013

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

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  1. Master of Science in Marketing2012/2013 Department of Marketing Course Introduction (Subject to changes)

  2. Course Summary • 7 Core Courses • 8 Electives

  3. 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

  4. 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

  5. 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

  6. 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

  7. 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%)

  8. 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%)

  9. 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

  10. 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

  11. 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

  12. Electives MKT5640 – 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%)

  13. 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%)

  14. 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%)

  15. 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%)

  16. 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%)

  17. 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%)

  18. 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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