MMBA1054 Marketing Analysis and Decision Making
Synopsis
Market dynamics and its evolutionary changes force firms to gain strategic insights in order to develop intelligence to survive the intense competition hence it is imperative to study strategic marketing management. This course focuses on formulating and implementing strategic measures. Although it is taken at the business level, it contributes to the overall management decision making. Topics covered include corporate business strategies, marketing management process, understanding consumer behaviour, developing strategic marketing programmes that include marketing communications and the increasing importance of e-marketing.
Credit
4
Course Learning Outcomes
On completion of the course, the learners should be able to:
1. Describe the dynamism of the marketing environment and its impact on organization's marketing strategies.
2. Apply relevant marketing theories and models to various marketing contexts.
3. Relate the environmental impact on the firm's planning, strategies and practices.
4. Construct appropriate customer driven marketing strategies for an effective and efficient marketing programme.
MMBA1064 Managing Digital Business
Digital technologies are reshaping many traditional industries, and many companies need to reinvent their business to survive in this dynamic environment. This course aims to provide insight knowledge to managing business in the digital age. Rising to the digital challenge often involves creating new business models, finding new ways to innovate, leveraging digital platforms and social marketing tools to engage with consumers, and designing new organizational structures to spark entrepreneurship. Using a diverse set of global case studies from digital companies such as Amazon, Apple and Uber, as well as legacy companies like the New York Times and Comcast, this module provides a framework to understand digital disruption, crafting and driving digital business strategy.