Marketing is embedded at the core of an organisation. It is an centred on consumer behaviour and insights. Students will learn the "how" and "why" factors as to customer decision-making, creating new and successful brands and using market data and business analytics to make marketing decision. This is coupled with knowledge in social media for marketing, risk management in marketing, design, creativity, and product marketing, social responsibilities and competitive economics. This course will equip students with marketing knowledge to work in multinational corporations or start their own business.
Students will learn contemporary marketing theories in both local and international contexts via modern learning methods; research articles, videos and experiential learning.
Students will learn marketing theory and practice, exposing them to various managerial and strategic decisions relating to advertising, public relations, sales promotion, direct marketing and digital marketing. Topics covered in this module include structure of the marketing communication industry, management of relationship between agency and client, creative communication strategy, media developments, budgeting, international advertising considerations, marketing communication research techniques and ethical issues in marketing communication.
This course provides the students with a comprehensive view of marketing management and the application of marketing concepts in a marketing environment. The course focuses on marketing strategy development, understanding consumer insight, brand building and delivering value to create long-term company growth.
This course provides the students with a comprehensive view of retailing and the application of marketing concepts in a practical retail managerial environment. Through the analysis of retail marketing, students learn about retail marketing environments, consumer behaviour in retail, retail segmentation, targeting and positioning, retail location, merchandise selection, retail pricing, promotion, advertising, branding and electronic retailing.
This course introduces several unique characteristics of services that require a distinctive approach to marketing strategy - in both development and execution. Students will be exposed to organisational efforts in improving service quality, increasing and maintaining customer satisfaction levels, generating customer loyalty, managing service demands and creating a healthy service culture within the firm. Students will learn the 8 P's of the 'Services Marketing Mix' comprising the traditional 4 P's and the additional 4P's; people, processes, physical evidence and productivity & quality.
This course is designed to introduce students to advanced marketing concepts and practices in a global business environment for multicultural audiences. Students gain a comprehensive overview of the international marketing include trends, market analysis, strategic planning, market selection and entry strategies, product positioning, integrated marketing communications, distribution and pricing. Students who take this specialisation will work with an actual Malaysian firm to develop international marketing plans.
This module provide students an in-depth understanding of contemporary issues in marketing, changing global business environments and challenges faced by global firms within commercial, cultural and ethical contexts.
This course focuses on studying consumer behaviour via concepts and theories borrowed from fields such as psychology, sociology and economics. Students learn how to apply this analysis to develop effective marketing strategies. Students also learn how various social and cultural factors influence consumers decisions regarding selection, purchase and usage of products and services.
This subject reintroduces marketing concepts backed by financial data. The modules cover a wide range of marketing problems whereby students use custom software to develop solutions and decisions. Metrics related to marketing are paired with data to form sound marketing-related decisions. Students will also gain understanding of the impact or consequences of marketing decisions.
Students can pursue diverse careers in Marketing that involves developing new products to generate revenue for companies, developing and managing brands, producing communication and promotional content, market-research related jobs and careers in retail services. Entrepreneurial-minded graduates also have the option of starting their own business.
This specialisation is offered as an option as part of the Bachelor of Business (Hons) degree.
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