- 课程范例 学分
The module considers fundamentals underlying contemporary marketing, focusing both on theories and practices of marketing. The module deals with marketing on a strategic level.20
This module aims to introduce students to the core concepts and models underlying contemporary strategic management, their theoretical and empirical foundations, their limitations, the arguments surrounding them and their practical application to real issues facing real companies. This module provides students with an understanding of the conceptual and analytical tools of strategic management and economics.
- Theories, frameworks and introduction
- Internal resources and competencies of firms
- External environment in which firms operate
- The process of internationalisation
- Globalisation and regional integration
- Collaborative behaviour and strategic alliances
- Integration/responsiveness framework and strategy
Generating a deep understanding of contemporary consumers is a challenge for every organisation and marketing professional because of the constant evolution of consumer behaviour. This module aims to provide a theoretical basis and practical tools to help modern marketers to better understand contemporary consumers. Moving from a macro view of consumer behaviour, this module will discuss contemporary approaches to understand group and relational consumption, social processes and communication. ‘Word of Mouth’ influence and social marketing metrics will be examined in light of this sociological evolution of the connected consumer. Additionally, the impact of digital technology and its impact on consumer behaviour will be discussed. Using such technologies in social media has created a virtual space where consumers can meet up and discuss their needs and wants (ultimately about goods and services) without space and time boundaries.
Consumers are continuously, interacting with each other and with brands/organizations on different devices and with different media. Forward looking companies and contemporary marketing professionals need to be able understand contemporary social phenomena and tap into these (digital) discussions to generate a critical understanding of the connected consumer and to engage with them in an agile and meaningful way.20
The pressure to measure marketing performance is as high as never before, reported by a number of practitioner and academic sources. The more senior roles in marketing, such as Marketing Manager, Marketing Director and CMO, would in one way or another require to deal with measuring marketing performance. Yet marketers are struggling to justify their value for a number of reasons.
Measuring marketing performance has in fact been a daunting task to both practitioners and academics alike and remains so still. More efforts are needed to tackle this problem and prepare for the jobs in marketing.
This module provides the essentials of what someone in a role of a marketing manager or similar needs to know and, importantly, be able to do, about measuring marketing performance.20
This module provides students with the skills needed to understand how market research is used as a tool for generating business insights and informing business decisions. Businesses increasingly rely on a range of research methods to provide answers to key business problems. This module is designed to acquaint the students with commonly used methods of data collection and analysis, as well as issues around reliability, validity and research ethics.20
This module is designed to provide students with an understanding of the psychological and social factors that influence consumer behaviour before, during and after purchase and consumption in contemporary consumer markets. The purpose of the module is to explore and apply current consumer behaviour theories and models, which have been developed to identify and measure the purchase and consumption process.
- Consumer drive and motivation
- Consumer response to marketing actions
- Consumer decision-making process
- Consumer demographics and psychographics
- Sociological and cultural influences
- Relational consumption
在以合格分数或更高分数毕业后，学生将在Accredited Prior Learning (APL)的基础上豁免L4专业营销证书的”应用营销和活动策划“模块。在此基础上，学生需要再通过一门选修课获取L4专业营销证书或专业数字营销证书资质。
在以合格分数或更高分数毕业后，学生将在Accredited Prior Learning（APL）的基础上豁免L6专业营销文凭 “营销与数字战略 “模块。在此之后他们需要通过 “营销创新（必修）“外加一个选修模块，以获得L6专业营销文凭资质，或通过“数字优化“和”数字客户体验“模块以获得CIM专业数字营销文凭。