MSMK7001 - Strategic Marketing Management
The course is designed to expose, involve and challenge participants in the complexities of managing key marketing processes for better firm performance. It pays special reference to firms in Hong Kong, Asia, and China with their unique marketing strategies and practices. Cutting-edge knowledge and up-to-date insights with USA and European firms will be shared in the course. It covers fundamental concepts in marketing strategy as well as cutting-edge marketing concepts, tools and strategies in today’s marketplace. The course will reinforce the need for corporate marketing ethics including product safety and the issue of sustainability.
MSMK7002 - Consumer Insights
The course focuses on harvesting and applying insights from consumers searching, purchasing and consuming product and services. It centers on the consumer psychological states at the moment of their judgement and decision-making. Seemingly minor incidents and the subtle contextual cues in daily life can trigger these psychological states and exert substantial impacts on purchase, consumption, and investment. This course appreciates key trendy consumption phenomena in Hong Kong and China consumer market (e.g., microphilanthropy, experiential consumption, anthropomorphism), analyze these phenomena from the perspective of in-depth psychological mechanisms, and explore the impact of marketing efforts on consumer reaction using the new technical tool of eye-tracking. The course covers consumer goods, business products, and services. It offers insights to improve firm competitiveness by developing unique consumer-focused strategy and tactics.
MSMK7003 - Applied Marketing Research and Metrics
The course is to provide a cutting-edge understanding of marketing research methods in today’s marketplace. It will focus on how both qualitative and quantitative aspects of marketing research can help managers to address substantive marketing problems. The course emphasizes the basic methodologies (survey, experiments), as well as introduces a variety of techniques (eye-tracking and digital analytics), and demonstrates how research results can be used to develop innovative marketing strategies. In sum, it combines insights of conventional marketing research with the cutting-edge development in our digital era.
MSMK7004 - Marketing on the Internet
The internet has become a central part of modern societies and has significantly altered the shape and scope of individual consumer behavior and business practices. This course covers topics in applied internet marketing including classic e-commerce, internet advertising, digital consumer behavior, mobile marketing, social media strategies, and network platforms. The goal of this course is to provide an understanding of consumer behavior and marketing strategy in the digital space that stresses theory and fundamental concepts and goes beyond simple tactics. It covers conceptual insights and empirical toolkit so students can development innovative and cutting-edge internet marketing strategies.
MSMK7005 - Business Model Design and Marketing Innovation (Capstone Course)
This course is the capstone course for the Master of Science in Marketing programme. As such, it holistically integrate all marketing assets and resources a firm has and examine how it can better redesign its business model and how innovative thinking affects the competitive dynamics of its markets. By anchoring on how consumers perceive brand stature and innovations of firms, and how firms can create and implement various price, product and distribution strategies to maximize its success. It explores how firms can continuously innovate be successful in new strategic position in the marketplace. The course applies to all firm types with special emphases for those interested in consulting in strategic marketing.