This module acquaints students with the marketing planning and marketing management process. Building on the knowledge acquired under MKT1705 Principles of Marketing, students are encouraged to apply in an in-depth manner marketing concepts, tools, and techniques in the analysis of marketing situations and problems, and in the development of marketing strategies.

The objectives of this course are to (i) provide students with practical, decision-making experience; (ii) integrate skills learned in other business courses, in particular, marketing courses, and apply that knowledge to marketing situations; (iii) develop strong logical and quantitative analysis skills; and (iv) expand communication skills by learning to present information and recommendations in a clear and concise manner.

Topics covered include customer lifetime value analysis, customer segmentation and positioning methods, perceptual mapping, brand equity, branding strategies, pricing methods, designing advertising messages, and big data.

This module is taught with a practical and applied orientation, with the objective of sharpening students’ analytical skills. Cases are used for class discussion, and may be supplemented with other pedagogical tools such as simulated marketing games, projects, exercises, and lectures. The use of these tools varies by instructor.

By the end of this module, students should be able to have a deeper appreciation of the role marketing plays in businesses; and be able to employ a more strategic perspective regarding marketing practices.

This module focuses on consumer insights which affect the buying process which a consumer takes, from pre-purchase motivations, cognition, evaluations to characteristics of decision contexts. The module provides a comprehensive coverage of the key theoretical frameworks to gain customer insights. They will be delivered from three aspects. First, relevant theories and research in behavioural science to understand different aspects of consumer behaviour such as motivation, attitude, and decision making will be covered; second, under each topic, the research tools to understand consumers will be introduced. Third, relevant examples, cases, or projects will be employed to relate the theories and research tools to the key marketing decisions.

The pedagogical tools used vary by instructor. Lecture, assignments, cases, projects, and/or readings may be used for learning purposes.

By the end of this module, students should be able to understand consumer behaviour better and learn how to apply such social science theories to develop more effective marketing strategies. Students who intend to go into marketing are strongly encouraged to take this module.