|
Strategic Brand Management |
0352222 |
|
This course provides students with theoretical and practical knowledge of the role that branding and brand management play in helping today's organizations achieve their marketing and corporate objectives, focusing on how brands create value for consumers, organizations and society, and introduces the concept of brand equity - the differential impact that a brand has on the marketing of goods and services. |
|
Principle of Marketing |
0352110 |
This course focuses on introducing the basic concept of marketing, external and internal environment forces, marketing mix, marketing research, international marketing, pricing process, promotional campaign, distribution, customer relationship management, service marketing, which are related to understanding customer needs and desires.
|
Principle of digital marketing |
0352200 |
|
The course provides a comprehensive introduction to the basic concepts of digital marketing. Students will explore various online marketing strategies, including search engine optimization (SEO), social media marketing, email marketing, and paid advertising. |
|
Online Distribution Channels |
0352334 |
|
This course provides an in-depth understanding of marketing channels as a strategic tool for gaining a competitive advantage. Topics include marketing channel design, management, logistics, multi-channel strategies, electronic marketing channels, franchise marketing, international channel perspectives, and evaluating channel member performance. The course integrates theoretical concepts with real-world applications and case studies. |