Marketing Management and Planning (6371.7)

CLOSED FOR FUTURE ENROLMENT.

Availability

Unit Outlines

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• HKBU Trimester 3, 2018, ON-CAMPUS, HKBU (182796) - View
• Semester 2, 2018, ON-CAMPUS, BRUCE (179586) - View
• Semester 2, 2017, ON-CAMPUS, BRUCE (167224) - View
• UC Term 2, 2017, ON-CAMPUS, HKBU (173454) - View
• Semester 2, 2016, ON-CAMPUS, BRUCE (156866) - View
• UC Term 3, 2016, INTENSIVE, HKBU (156869) - View
• Semester 2, 2015, ON-CAMPUS, BRUCE (140901) - View
• UC Term 2, 2015, INTENSIVE, HKBU (143592) - View

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Syllabus

This unit focuses on the marketing planning process, strategic market management, and implementation. The models and methods covered include scenario analysis, impact analysis, strategic information scanning systems, the key success factor/competitive environments, customer-based competitor identification and the capital asset pricing model. The uses of various marketing research techniques are examined and applied to real world situations. Students will gain practical experience through participation in marketing exercises, simulation games and computer modelling in the application of analytical tools for market analysis and measurement profitability and productivity analysis, pricing decision analysis, sales forecasting, the development of marketing, plans and budgets, physical distribution management and channel management.

Learning Outcomes

DESCRIPTION:

1. conduct an external marketing evaluation/audit of an organisation.

2. conduct an internal marketing evaluation/audit of an organisation.

3. address key strategic questions.

4. Explain, discuss and implement strategic market segmentation and positioning.

5. Formulate a marketing strategy, with particular emphasis on the evelopment of product, distribution, promotion and pricing strategies and tactics.

Assessment Items

Contact Hours

Normally thirty nine hours per semester.

Prerequisites

6357 Introduction to Marketing OR 9521 Foundations of Marketing