Marketing for Managers

• Topics

  • The role of Marketing
  • Marketing Environment
  • Marketing Research
  • Services Marketing
  • Marketing Segmentation, Targeting, and Positioning
  • Consumer and Business Behaviour
  • Product Strategy
  • Integrated Marketing Communications (IMC) and Social Media
  • Pricing Strategy
  • Distribution Strategy
  • International Marketing
  • Course Overview

• Study resources

  • Instructional Methods

    • Blog
    • Discussion forum/Discussion Board
    • Web links
    • Online assignment submission
    • Podcasting/Lecture capture
    • Online Quizzes/Tests
    • Standard Media
    • Wikis

  • Online Materials

    • Printable format materials

Entry Requirements

You are recommended to have completed the following subjects(s) or have equivalent knowledge before starting this unit:

• RMI-BUSM4536-Design Thinking for Business
• RMI-OMBA770

Others

Please note: the listed pre-requisite is for MBA students only who must have successfully completed or currently be enrolled in OMBA770/BUSM4536; or enrol to study BUSM4536 and OMBA820 concurrently.

Special requirements

No special requirements

This subject seeks to develop understanding of the marketing function, to observe current marketing practice and to examine key issues currently challenging the profession. The subject stresses the relationship between the customer /client and the organisation as a producer or service provider. Ethical or responsible marketing as a strategy for building trust is also identified. The primary subject objective is to enable students to understand and utilise marketing tools, techniques and processes towards better organisational outcomes. This enables students to better manage the marketing issues. Theoretical concepts such as segmentation, targeting, positioning, among others are presented and applied in a series of cases and activities that reflect the use of these concepts in real practice. Marketing strategy is related to the environmental opportunities and constraints that must be addressed. A feature of this subject is to consider the relevance of marketing practices in different organisational contexts.

• Reflection (30%)
• Marketing Analysis & Plan (50%)
• Online participation (20%)

Textbooks are subject to change within the academic year. Students are advised to purchase their books no earlier than one to two months before the start of a subject.