Core Course for Marketing Programme Graduate School of Management
GSM 5210: Marketing Research (3 Credits)
This course emphasises marketing research as an aid to management decision-making. The course assists in planning, analysing of strengths and weaknesses and implementing research designs.
Pre-requisite(s): GSM 5200: Marketing Management
Core Course for Marketing Programme Graduate School of Management
GSM 5230: Consumer Behaviour (3 Credits)
This course examines individual and environmental factors such as motivation, learning, attitude, culture, social class and family that will influence consumer behaviour, consequently the decision-making process.
Pre-requisite(s): GSM 5200: Marketing Management
Elective Course for Marketing Programme Graduate School of Management
GSM 5292: Current Issues in Marketing (3 Credits)
This course introduces the most contemporary issues in marketing, marketing strategies and the most current development and thinking in line with globalisation era.
Pre-requisite(s): GSM 5200: Marketing Management
Elective Course for Marketing Programme Graduate School of Management
GSM 5281: Global Marketing (3 Credits)
This course This course develops understanding of the theories and justification of free trade of the environments, which vary across international markets, and of the management and marketing across those environments for both large firms and small medium sized businesses. Special topics include globalisation and global strategies, international services marketing and marketing in the developing world.
Pre-requisite(s): GSM 5200: Marketing Management
Elective Course for Marketing Programme Graduate School of Management
GSM 5280: International Marketing (3 Credits)
This course emphasises on the international marketing aspects such as identifying the external environment characteristics i.e. the economic, social, culture, legal, financial and production environment.
Pre-requisite(s): GSM 5200: Marketing Management
Elective Course for Marketing Programme Graduate School of Management
GSM 5271: E-Marketing (3 Credits)
This course explores the influence of the Internet, the World Wide Web and the digital world of marketing. The important topics to be covered in the course include: business to customer, business-to-business, business models, agents, trust, advocacy, customization, technology, branding, privacy, the shopping experience, bricks-and-mortar and Web coordination, and venture capital.
Pre-requisite(s): GSM 5200: Marketing Management
Elective Course for Marketing Programme Graduate School of Management
GSM 5270: Technology Marketing (3 Credits)
This course emphasises customer analysing as the foundation for all good marketing and covers ideas and tools (such as segmentation and marketing research) that help with customer analysis. Topics related to product policy, pricing, distribution and promotion of marketing high technology products are discussed.
Pre-requisite(s): GSM 5200: Marketing Management
Elective Course for Marketing Programme Graduate School of Management
GSM 5260: Promotion Management (3 Credits)
This course emphasises on the factors that affect promotional decisions and that mould managerial strategy with emphasis on the development of a promotional programme for a business or non-profit enterprise.
Pre-requisite(s): GSM 5200: Marketing Management
Elective Course for Marketing Programme Graduate School of Management
GSM 5250: Services Marketing (3 Credits)
This course introduces two components of services marketing: the quality of services marketing and the management of services marketing applicable to the services sector. At the end of the course, students should understand the services marketing differs from product marketing, and be able to plan, organise, and implement marketing efforts in the services context.
Pre-requisite(s): GSM 5200: Marketing Management
Elective Course for Marketing Programme Graduate School of Management
GSM 5243: Retail Management (3 Credits)
This course is to build on introductory marketing and introduce students to the significant concepts and analysis frameworks of 21st century retailing strategy and management, including retailing over the Internet, or ‘etailing’. Course topics include: building competitive advantage in retailing/etailing; strategic thinking and strategic planning; market structure analysis and segmentation and positioning; situation assessment; financial and productivity analysis; category management and assortment planning; consumer and competitive research and data analysis, transformation strategies.
Pre-requisite(s): GSM 5200: Marketing Management