GSB3005F - Marketing Management

Course Outline:

The marketing course focuses on three broad topics: understanding the nature and scope of marketing, analysing marketing opportunities (to facilitate identifying and selecting target markets), and developing and implementing marketing strategies in a particular context. This course introduces fundamental and advanced analytical approaches, tools and techniques that marketers use in their work. Students are required to draw systematically from the body of knowledge and to apply their learning to a complex problem or organisation. Hence the course emphasises conceptual and practical issues, primarily through the use of case study discussions and interactive lectures.