Strategic Marketing

Home Admissions   Course Information   Strategic Marketing  

MKT B462

More information: Course Guide
Strategic Marketing

MKT B462

More information: Course Guide

Strategic Marketing

Course Start Date
N/A
Course Level
N/A
Length in Terms
N/A
Credits
N/A
Language
N/A
Fees ($) (including lab fees)
N/A
Future Terms
Quota and Schedule
Course Start Date
Course LevelLength in TermsCredits
Language
Fees ($) (including lab fees)
Future Terms
N/A
N/AN/AN/A
N/A
N/A

Course Coordinator: Irene Ho, MBA (Birmingham)

Course Developer: Dr Canice Kwan Man-ching, OUHK

Advisory prerequisite(s)
You are advised to have already studied MKT B250.

Aims
MKT B462 Strategic Marketing aims to provide you with a broad range of theories, tools, and practices in the context of marketing strategy. You will learn how to formulate marketing strategies in a competitive marketing environment.

Contents
The course covers the following topics:

  • Introduction to strategic marketing
  • Market analysis
  • Strategic segmentation, targeting and positioning
  • Strategy formulation
  • Strategy implementation

Learning support
There will be five two-hour tutorials and one two-hour surgery.

Assessment
There are two assignments and one compulsory oral presentation. Students must use word processing software (such as Microsoft Word) to prepare the assignments, and submit the assignments via the Online Learning Environment (OLE).

Set book(s)
A custom textbook will be provided.