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This is a specialist course that focuses on marketing strategy and strategic customer management. It integrates knowledge of market and competitor analysis with strategic business considerations, to achieve superior performance in sales growth, market share and profit contribution. Topics include: organisational strategy; strategic marketing planning; value proposition development; defensive strategies; … For more content click the Read More button below.This is a specialist course that focuses on marketing strategy and strategic customer management. It integrates knowledge of market and competitor analysis with strategic business considerations, to achieve superior performance in sales growth, market share and profit contribution. Topics include: organisational strategy; strategic marketing planning; value proposition development; defensive strategies; competitive and life-cycle strategies at the level of the business unit; marketing portfolio analysis, diversification and differentiation; social, ethical, technological and global issues as they impact on marketing performance. The course will include topics that will assist managers to manage and segment their market appropriately, to identify target markets, and to best reach those markets. Topics include: strategic customer management, key frameworks in strategic marketing, key concepts in marketing relationships, value proposition deconstruction, acquisition and retention strategies, co-creation strategy, stakeholder management, customer relationships, performance assessments, and integrating corporate strategy, business unit strategy and marketing strategy. This is a marketing course with an emphasis on techniques to help market managers understand marketing from a strategic perspective.Exclusions: MARK6017, MARK6024, MARK6110Read More

The strategic management of customer relationships is a critical activity for all enterprises. The means of effectively managing relationships with customers is addressed under the headings of relationship marketing and customer relationship management (CRM). Over the last two decades, CRM has become an increasingly important topic. Organisations have learned that … For more content click the Read More button below.The strategic management of customer relationships is a critical activity for all enterprises. The means of effectively managing relationships with customers is addressed under the headings of relationship marketing and customer relationship management (CRM). Over the last two decades, CRM has become an increasingly important topic. Organisations have learned that building relationships and sustaining them is usually more important than activities focused on customer acquisition. This course first examines the key principles of relationship marketing including: the shift from a functional to a cross functional orientation; the emphasis on business processes; the integration of customer service and quality with marketing; trust, commitment, satisfaction and loyalty as building blocks of relationships; the drivers and scope of relationships, and a focus on multiple stakeholders beyond the enterprise-customer relationship. The course then addresses customer relationship management, which involves an enterprise-wide customer-centric approach to maximising customer value. It is aimed at creating long-lasting and profitable relationships with individual customers - in both B2B and B2C contexts. Developments in technology have allowed organizations to look at their customers as individuals and to gather, store and analyse customer-based information. An outcome is an increase in the use of direct marketing techniques such as those for designing and managing consumer databases and customer service centres. Topics include: CRM strategy development; value creation through CRM; multichannel integration; information and technology management; and CRM performance assessment. Participants will be exposed to a range of relationship-building strategies and techniques, as well as software and CRM technologies. Exclusions: MARK5985, MARK6006Read More

Participants are equipped with the business skills and techniques necessary to operate in marketing. There are three modules to the course: (a) Market opportunity analysis. Considered are basic types of quantitative and qualitative data for assisting in marketing analysis, environmental scanning, opportunity analysis, forecasting and decision-making. (b) Marketing due diligence. … For more content click the Read More button below.Participants are equipped with the business skills and techniques necessary to operate in marketing. There are three modules to the course: (a) Market opportunity analysis. Considered are basic types of quantitative and qualitative data for assisting in marketing analysis, environmental scanning, opportunity analysis, forecasting and decision-making. (b) Marketing due diligence. Dealt with in this module are brand assets, trademarks, intangibles, intellectual property, trade practices, compliance and ethics. (c) Marketing performance analysis. Themes include: customer costs and profitability analysis, measuring marketing assets (brand equity, customer satisfaction), measuring ROI of marketing programs (eg "real time" metrics for mid-program corrections versus detailed "report cards" at the end of the program), measuring promotion and advertising effectiveness. For managers to assess and demonstrate the impact of investments in marketing, they need accurate measurement tools and systems that link non-financial measures (such as customer satisfaction, brand equity, market orientation, and market share) to the financial measures used by CEOs and CFOs.Exclusion: MARK5932, Mark6001Read More

Advertising is one of marketing's key communication activities. In today’s data-rich environment, big data analytics, and information technology have increased the effectiveness of advertising dramatically. This course will cover new technologies to (1) reach the customers being targeted, (2) measure the effect of ad, and (3) improve the delivery of … For more content click the Read More button below.Advertising is one of marketing's key communication activities. In today’s data-rich environment, big data analytics, and information technology have increased the effectiveness of advertising dramatically. This course will cover new technologies to (1) reach the customers being targeted, (2) measure the effect of ad, and (3) improve the delivery of ad content. It will also illustrate how the advance of data analytics makes it possible to analyse complex types (i.e. picture ad, video ad) of ad content using text, speech, picture, and video analytics. Students will exercise hands-on data analytics and then tackle real-world advertising problems. No prior knowledge of Python is needed because this course will go through Python step-by-step.Read More

To understand consumers and build up a relationship with customers is the first step of every marketing decision. To be effective, marketing managers should know how to identify what target customers need, where they go for shopping and how to interact with them in a marketplace. This course integrates customer … For more content click the Read More button below.To understand consumers and build up a relationship with customers is the first step of every marketing decision. To be effective, marketing managers should know how to identify what target customers need, where they go for shopping and how to interact with them in a marketplace. This course integrates customer relationship management (CRM) and big data analytics in applications ranging from attracting new consumers, retaining customers, and encouraging referrals to re-inviting infrequent or lost customers using prediction, recommendation, and natural language processing. In tutorials and labs, students will exercise hands-on data analytics and then tackle real-world customer problems. No prior knowledge of R is needed because this course will go through R step-by-step. Read More

Marketers make considerable use of interactive electronic technologies: the Internet, interactive TV, SMS communications, electronic kiosks, etc. They do so to achieve a variety of goals: information provision, advertising and promotion, building customer profiles, direct and interactive communications, placing goods with customers through virtual stores, and working with customers to … For more content click the Read More button below.Marketers make considerable use of interactive electronic technologies: the Internet, interactive TV, SMS communications, electronic kiosks, etc. They do so to achieve a variety of goals: information provision, advertising and promotion, building customer profiles, direct and interactive communications, placing goods with customers through virtual stores, and working with customers to develop innovative new products and services. These activities present management with exciting opportunities, reveal new sources of competition, and also demand a re-evaluation of core competencies. Topics include: integrating e-marketing with traditional forms of marketing (such as the use of the Internet alongside radio, magazine and television media), customer service and fulfilment challenges, global connectivity, adaptive and accountable marketing planning, and specific implications for intermediaries and business-to-business marketers.Read More

The development and commercialisation of new products and services is a core business function for most organisations. The purpose of this course is to develop a solid understanding of new product and service development from a strategic marketing and management perspective. The topics cover a) the strategic basis for product … For more content click the Read More button below.The development and commercialisation of new products and services is a core business function for most organisations. The purpose of this course is to develop a solid understanding of new product and service development from a strategic marketing and management perspective. The topics cover a) the strategic basis for product development including sources and types of innovation, market entry timing, product market structure and competition, disruptive and entrepreneurial innovation, and the development of new services and service bundles; b) marketing research techniques for new product development including user and lead user analysis, conjoint analysis, and pre-market forecasting; and c) the management of the new product development process including collaboration and networks as well as strategies for launching and marketing new products and services.Read More

This course presents an integrated approach to distribution strategy, retail channel management, and related aspects of logistics. Distribution involves the creation of product and service availability through marketing channels, retailing involves the management and marketing of assortments of merchandise for direct sale to the consumer, and logistics involves the creation … For more content click the Read More button below.This course presents an integrated approach to distribution strategy, retail channel management, and related aspects of logistics. Distribution involves the creation of product and service availability through marketing channels, retailing involves the management and marketing of assortments of merchandise for direct sale to the consumer, and logistics involves the creation of targeted levels of customer service through the distribution system. Students will examine a) distribution activities involved in getting consumer and business goods and services to market, b) the unique characteristics associated with retail marketing of merchandise assortments, and c) the strategic aspects of logistics as a marketing tool. In marketing management, quality products and good promotion efforts are not enough. Product and service assortments and availability levels must competitively match the wants of target market customers. Logistics decisions in marketing concern setting and managing appropriate levels and allocations of stock, levels of delivery service, and levels of associated physical distribution services to achieve marketing and distribution objectives.Read More

The PhD in Marketing is the School of Marketing's main research degree program. After completing qualifying courses and/or concurrent prescriptions, research students undertake original research and prepare a research thesis. This must meet the highest of academic standards and be of a quality that would be publishable in leading international … For more content click the Read More button below.The PhD in Marketing is the School of Marketing's main research degree program. After completing qualifying courses and/or concurrent prescriptions, research students undertake original research and prepare a research thesis. This must meet the highest of academic standards and be of a quality that would be publishable in leading international refereed journals.Read More

The PhD in Marketing is the School of Marketing's main research degree program. After completing qualifying courses and/or concurrent prescriptions, research students undertake original research and prepare a research thesis. This must meet the highest of academic standards and be of a quality that would be publishable in leading international … For more content click the Read More button below.The PhD in Marketing is the School of Marketing's main research degree program. After completing qualifying courses and/or concurrent prescriptions, research students undertake original research and prepare a research thesis. This must meet the highest of academic standards and be of a quality that would be publishable in leading international refereed journals.Read More