Course Coordinator: To be announced
Course Developer: Dr Canice Kwan Man-ching, HKMU
You are advised to have already studied MKT B250.
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.
The course covers the following topics:
- Introduction to strategic marketing
- Market analysis
- Strategic segmentation, targeting and positioning
- Strategy formulation
- Strategy implementation
There will be five two-hour tutorials and one two-hour surgery.
There are two assignments and one examination. Students must use word processing software (such as Microsoft Word) to prepare the assignments, and submit the assignments via the Online Learning Environment (OLE).
A custom textbook will be provided.