Postgraduate Courses Offered in Winter 2024

MARK 5120 Marketing Strategy and Policy (2 units)

Strategic marketing objectives and implementation of strategies through pricing, distribution channels, promotion and new-product decisions. This is a core course for MBA. Exclusion: IMBA 5050.

INTENDED LEARNING OUTCOMES
On successful completion of the course, students will be able to:
1. Conduct a marketing environmental analysis and identify market opportunities that will be strategically fit with the company or organization.
2. Identify and evaluate segments, and decide on the appropriate target(s) within a given market.
3. Construct a persuasive value proposition and positioning statement for a given offering.
4. Formulate marketing strategies and make strategic marketing decisions, including specific marketing mix strategies.
5. Monitor and control strategic marketing plans.
6. Make effective presentations of a company’s or organization’s marketing plan.

Instructors: L1 Prof HONG, Jiewen