Global marketing addresses global issues that challenge today’s international marketer and describes the concepts relevant to all international marketers regardless of the extent of their international involvement. This course aims at students to keep pace with the changes facing businesses now and into the future. As global economic growth occurs, understanding marketing in all cultures is increasingly important. Progress toward the single market in Europe has continued, the former communist countries have continued to embrace free markets, a number of symptoms including major declines in currency values and wide spread bankruptcy of highly leveraged firms that had taken on an enormous burden of dollar debt to finance of dubious expansion projects. These are not simply news reports but changes that affect the practice of business worldwide.

This course introduces students to the theories and practices of marketing research. This course covers: (1) the role, importance and limitations of marketing research; (2) basic procedures of marketing research; (3) various research techniques commonly used in marketing research; (4) applications of marketing research.

The purpose of this course is to study the overall consumer decision-making process. Consumer decision pattern determines the formulation of marketing strategy. Students are able to develop consumer behaviour preference marketing tactic to enhance marketing mix functions. Major areas covered are: the consumer as an individual, consumers in their social and cultural settings, the consumer’s decision-making process and developing relevant and effective marketing strategies for consumers.

This course has the following aims: (1) to examine the impact of Internet on planning of marketing strategies and practices; (2) to develop a general framework to enable the design of internet marketing programmes; (3) to introduce the concepts of ethical marketing and socially responsible marketing decision for today’s organisations; (4) to design a marketing strategy that put corporate social responsibility first and utilise it to improve competitiveness and achieve long term sustainability; (5) to make use of internet to fulfil and perform corporate social responsibility that expected by stakeholders.

This course focuses on providing students with the knowledge and experience of planning and executing marketing strategy. Marketing strategy is part of the overall strategic management planning process with a specific mission on delivering value to customers. This course balances theories and practices. Apart from lectures and tutorials, it also utilises other means, such as case studies, guest talks, to enhance students’ critical thinking abilities, problem solving capabilities and effective communication skills. To familiarise students with current marketing situation, marketing issues in Hong Kong and China are examined.

The primary objectives of this course are: (1) to provide students with a basic understanding of the theories and concepts of international business; (2) to discuss the economic, cultural and political factors in shaping the international business environment; (3) to introduce different functional areas of international corporations management with reference to problems and issues of doing business with developing countries and centrally planned economies' and (4) to familiarise students with the international business activities of Hong Kong companies.

The purpose of this course is to study the overall customer decision-making process by analysing the customer's behaviours in an e-commerce environment. Web analytics is for understanding e-customer behaviour through analysing the spectrum of data from web sites, social media platforms, blogs, RSS feeds, and mobile devices in order to derive the most relevant insights from the available data. Major areas covered are: the customer behaviour analysis and customer data management and customer knowledge management, customer data collection methods, web data collection tools and techniques, measurement and analysis of customer data, evaluation of online marketing campaigns which enable companies to acquire, convert, and retain customers. Learning in this course will be accomplished through lectures, case studies, in-class exercises, group project and presentations, and research papers.

This course provides students with an opportunity for active learning and enables them to build a sense of social responsibility and commitment that are essential when they apply their business and professional skills to their careers. This is a community-based instruction course intended to promote students’ civic responsibility and to strengthen their problem-solving and decision making skills by acquiring hands-on experience in community projects provided by NGOs and not-for-profit organisations in Hong Kong, Mainland China and other countries. It is a reciprocally beneficial course, with meaningful service being provided to the community and meaningful learning experiences being provided to the student.

This course aims to provide students with the knowledge of the fundamental and critical impacts of Internet and how it changes traditional marketing. Prevailing techniques in understanding digital marketing opportunities, challenges, and strategies and design of digital marketing plan will be included.

This course introduces students to the theories and practices of customer relationships management. Students are learned how to translate the Customer Relationship Management (CRM) business strategy into marketing and how to build analytical CRM and enable organisational processes. Emphasis is placed on customer profiling, buyer motivation, customer communications, customer service centre operations, customer databases, different CRM strategies, and the role of measuring and managing customer satisfaction and loyalty

This course focuses on providing students with the knowledge and experience of brand building and management. On successful completion of this course, students should understand the nature and importance of branding building in marketing practice. In addition, they should also possess the strategic thinking and techniques in developing and managing brands that enhance an organisation’s marketing competence.

This course aims to provide students an opportunity to gain real-life working experience related to the various issues and activities associated with an organisation’s marketing function. Under the guidance of both faculty and workplace supervisors, students will work in an organisation as interns and complete work assignments that are primarily related to the organisation’s marketing activities. The internship assignment is expected to take up no less than 120 hours to complete, and it may or may not be paid

This course aims to equip students with the necessary knowledge, skills and independence of thought so that they can appreciate the role of marking communication within its broader context, and critically evaluate marketing communication theories and models before applying them to practical marketing situations.

The marketing and communication landscape has changed dramatically in the past years. Recent development of social media, such as social networking sites, has resulted in creation of large volumes of structured and unstructured data. This course provides students with a solid understanding of the principles, methods, and technologies for digital marketing analytics. It places special emphasis on working through applications and examples of analytics in the real world, while offering an accessible overview on some of the fundamental techniques in digital marketing analytics. Particularly, this course uses analysis to craft experiences that profoundly reflect each online user’s needs, expectations, and behaviors, measures real social media ROI (sales, leads, and customer satisfaction), leverages online data way beyond PR and marketing, implements advanced tools, processes, and algorithms for accurately measuring influence, and enables students to identify and understand most important audiences across the digital ecosystem.

This course introduces students to the evolution of the fashion industry, fashion media consumption, and fashion consumer behaviors as a result of digital disruption, and the importance of digital marketing to fashion brands and products. Students will also learn about various common techniques and strategies in fashion digital marketing, and how to measure the impact of these strategies.

This course will provide students with an opportunity to learn in great detail about practices of digital media content production and management. This course aims to accomplish three objectives. First, to develop students’ ability to generate creative digital contents for marketing purposes. Second, to equip students with knowledge in evaluating the performance and improving the quality of such contents. Third, to develop skills in managing the technical and social aspects of such creative processes for a successful end result. Through discussions with and lectures by instructors, studio executives, producers, publicity and advertising specialists, students will further appreciate the need for a diversity of expertise needed to complete a digital content project or product successfully

This course will introduce the core principles, concepts and marketing strategies specific to the services sector. An overview of the services marketing process and its differences from the marketing of customer products will be presented. Topics will include quality control, customer satisfaction and customer loyalty in a variety of service industries.

This course aims at providing students with marketing management theories and skills, particularly an understanding of the marketing environment, marketing mix and practices in China. Emphasis will be placed on combining marketing concepts with practical business requirements in China business. The current developments, problems and issues of doing marketing in China will also be examined.

This course aims at providing students with the understanding of the critical role that retailing plays in the business world and how retailing can be coordinated with the other marketing mix elements to further enhance the marketing functions. Both the current retailing practices and the general retailing theories are described in order to provide students with the necessary insight to operate a retail establishment successfully.

Effective management of a company’s sales force is essential to the successful implementation of its overall marketing plan. This course provides students with overall understanding of the roles of sales management in a corporation and the theories as well as the empirical practices in managing a sales force effectively. The course also aims to study the sales management process from personal selling point of view and managerial point of view. This course will cover three main areas in Sales Management (1) the nature and scope of sales management; (2) the essence of the selling process; and (3) sales promotion and sales channel.

The business-to-business arena entails a complex market of commercial enterprises, public organisations and government institutions. This course aims to teach the students to market products or services to other companies, government bodies, institutions, and other organisations. It also provides the student an overall understanding of the different components in the B2B market. Last but not least, it enables the students to learn the theories and practical skills in designing and managing the B2B marketing strategy effectively.