By the end of this course, students will be able to:
• Reach strategic decisions via research, analysis, thought and informed judgment.
• Create, analyze, and apply basic forms of consumer research.
• Demonstrate basic market segmentation, target audience profiling, and brand positioning skills.
• Create a basic advertising strategy statement, creative brief and positioning statement.
• Analyze and discuss the communication strengths and weaknesses of major media and the concept of a “media neutral” approach.
• Evaluate, present, and discuss the strengths and weaknesses of various advertising strategies and plans in a professional manner
By the end of this course, students will be able to:
• Reach strategic decisions via research, analysis, thought and informed judgment.
• Create, analyze, and apply basic forms of consumer research.
• Demonstrate basic market segmentation, target audience profiling, and brand positioning skills.
• Create a basic advertising strategy statement, creative brief and positioning statement.
• Analyze and discuss the communication strengths and weaknesses of major media and the concept of a “media neutral” approach.
• Evaluate, present, and discuss the strengths and weaknesses of various advertising strategies and plans in a professional manner
By the end of this course, students will be able to:
• To develop an understanding and appreciation of the key theoretical concepts and tools in the domain of services,
• To enhance decision-making skills related to multiple facets of marketing services.
• Analyze how consumers form service expectations
• Enumerate the issues in creating the service product
• Create appropriate communication strategies for marketing services
• Analyze various pricing strategies
• Explain the different distribution methods
• Examine the design of service processes
• Devise strategies to balance demand and capacity
• Create an appropriate strategy for managing service providers
By the end of this course, students will be able to:
• To develop an understanding and appreciation of the key theoretical concepts and tools in the domain of services,
• To enhance decision-making skills related to multiple facets of marketing services.
• Analyze how consumers form service expectations
• Enumerate the issues in creating the service product
• Create appropriate communication strategies for marketing services
• Analyze various pricing strategies
• Explain the different distribution methods
• Examine the design of service processes
• Devise strategies to balance demand and capacity
• Create an appropriate strategy for managing service providers
By the end of the course, students will be able to:
• Understand the implications of the Internet, mobile and information technological advances on the traditional dynamics of business, commerce and marketing and their impact on product, pricing, distribution channels and on advertising
• Understand the differences and similarities in online consumer behaviour with respect to traditional offline consumer behaviour and how increasing consumer control is changing the marketing landscape
• Understand state of the art academic research in the area of digital marketing, and how it can be practically applied in the Internet and mobile worlds
• Analyse and assess technological advances in digital media and how they affect our decisions as Marketing Managers
• Formulate and persuasively communicate rigorous and practical solutions to commonly faced online marketing problems across industries
• Understand how to integrate online marketing into an overall marketing strategy
• Understand commonly used quantitative techniques to evaluate digital marketing Return on Investment (ROI) for various online customer acquisition tools (e.g. paid search and SEO) and engagement channels (e.g. social media) to best engage with target audiences and achieve your marketing objectives
By the end of this course, students will be able to:
• Explain the key concepts and frameworks used in brand management decisions
• Understand the elements that comprise brand equity and how brand equity is built and managed
• Describe the key stages of the brand management process
• Apply the use of brand audits to evaluate brands
• Understand the behavioural dimensions of brand relationships with customers
• Analyze and evaluate brand strategies used in different contexts covering consumer, business-tobusiness, services and non-profit organizations.
• Understand the challenges and opportunities of extending the brand in international marketing environments
By the end of this course, students will be able to:
• Explain the key concepts and frameworks used in brand management decisions
• Understand the elements that comprise brand equity and how brand equity is built and managed
• Describe the key stages of the brand management process
• Apply the use of brand audits to evaluate brands
• Understand the behavioural dimensions of brand relationships with customers
• Analyze and evaluate brand strategies used in different contexts covering consumer, business-tobusiness, services and non-profit organizations.
• Understand the challenges and opportunities of extending the brand in international marketing environments
By the end of this course, students will be able to:
• Explain and examine the idea generation processes involved in new product development.
• Create and evaluate new ideas that tap into market opportunities.
• Create, analyse, and evaluate the financial potential and risk of their ideas.
• Develop a flair for effectively presenting their ideas.
By the end of this course, students will be able to:
- Assess a business problem and/or opportunity from the current business environment, including new and untapped markets
- Design interdisciplinary solutions to address the business challenge or future opportunities by considering strategy, marketing, operations, organization, finance, and communication
- Reason critically through the solution process with appropriate modes of analysis
- Describe the solution’s implementation plans and processes with regard to the firm’s existing strategy, market, and organization
- Apply a variety of approaches to engage with busy business executives to obtain guidance and information, as well as, secure their buy-in to your ideas
By the end of this course, students will be able to:
- Assess a business problem and/or opportunity from the current business environment, including new and untapped markets
- Design interdisciplinary solutions to address the business challenge or future opportunities by considering strategy, marketing, operations, organization, finance, and communication
- Reason critically through the solution process with appropriate modes of analysis
- Describe the solution’s implementation plans and processes with regard to the firm’s existing strategy, market, and organization
- Apply a variety of approaches to engage with busy business executives to obtain guidance and information, as well as, secure their buy-in to your ideas
