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Curricular information is subject to change
By the end of the semester, you should have fundamental knowledge to:
* Understand key marketing concepts and their implementations
* Analyze market situation and identify marketing problems by applying analytical frameworks and techniques
* Develop and implement marketing strategies aimed at solving marketing problems
* Understand how new technologies (e.g., Artificial Intelligence, voice agent, novel payment methods) are reshaping consumer behavior and market operations
In addition, the course also helps you develop the following skills:
* Make and defend marketing decisions in the context of real-world problem situations based on incomplete information (through case studies)
* Practice critical thinking
* Collect market information from reliable sources and extract meaning insights from it
* Improve your skills in group problem-solving and in written communication
Module 1: Core Marketing Concepts and Frameworks
Module 1.1 What is Marketing
* What Is Marketing
Module 1.2 Understanding the Market
* Situation Analysis
* Gathering Market Insights
Module 1.3 Understanding Consumers
* Consumer Behavior Along Decision Journey
* Customer Lifetime Value
* Case Study: Blue Apron
Module 2: Developing a Marketing Strategy
Module 2.1 Developing a Customer Value Proposition
* Identifying Target Customers (Segmentation & Targeting)
* Developing a Customer Value Proposition (Positioning)
Module 2.2 Designing the Market Offering
* Managing Products
* Case Study: Pokemon Go
* Managing Brands
*Managing Price
* Case Study: Netflix
Module 2.3 Communicating and Delivering the Market Offering
* Managing Distribution Channels, Service, and Retail
* Case Study: Amazon Personal Shopper
* Managing Communication
Student Effort Type | Hours |
---|---|
Lectures | 24 |
Autonomous Student Learning | 76 |
Total | 100 |
Not applicable to this module.
Description | Timing | Component Scale | % of Final Grade | ||
---|---|---|---|---|---|
Examination: (final quiz) This course has two quizzes, which will include multiple-choice questions and essay questions. The two quizzes are weighted differently using a 2:1 ratio. | 1 hour End of Trimester Exam | No | Graded | No | 30 |
Continuous Assessment: In-class Participation: You should come prepared for class by reading the assigned material. This is particularly important on days when we have business case discussions. | Throughout the Trimester | n/a | Graded | No | 10 |
Group Project: A key aspect of the learning experience will come through a market analysis exercise. | Throughout the Trimester | n/a | Graded | No | 30 |
Class Test: (Week7, mid-term quiz) This course has two quizzes, which will include multiple-choice questions and essay questions. The two quizzes are weighted differently using a 2:1 ratio. | Week 8 | n/a | Graded | No | 30 |
Resit In | Terminal Exam |
---|---|
Autumn | Yes - 2 Hour |
• Group/class feedback, post-assessment
• Peer review activities
Not yet recorded.