Learning Outcomes:
From successful completion of each module, students will be able to acquire knowledge on the factors below.
Module 1: Core Marketing Concepts and Frameworks
“What is marketing and how are marketing problems analyzed?”
* The definition and scope of marketing
* Marketing as a value-creation process
* A wide range of analytical frameworks
* The objective, process, and importance of marketing research
* Consumer behavior and decision making process based on the latest findings from consumer psychology
Module 2: Strategic Marketing Management
“How are marketing strategies developed and implemented?”
* Segmentation, Targeting, and Positioning: How to assess market potential
* Branding: How to develop, measure, and capitalize on brand equity
* Pricing: How to set prices that capitalize on value to customer and capture value for the firm
* Communications: How to develop an effective mix of communication efforts
* Marketing across geographic boundaries
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
* Practice critical thinking
* Collect market information from reliable sources and extract meaningful insights
* Problem-solving
Indicative Module Content:
Module 1 Core Marketing Concepts and Frameworks
Module 1.1 Marketing as a Value Creation Process
Class 1. What is marketing
Class 2-1. The scarcity principle in marketing
Class 2-2. The psychology of persuasion
Class 3. Brand equity
Module 1.2 Environment Analysis
Class 4. Gathering market insights
Class 5. Situation analysis
Class 6. Marketing and technology
Module 2 Strategic Marketing Management
Module 2.1 Customer Value Proposition
Classes 7&8. Identifying target customers (segmentation & targeting) and developing a customer value proposition (positioning)
Module 2.2 Customer Value Management
Class 9. Product: Customer lifetime value
Class 10. Price: Value pricing
Class 11. Distribution