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as of 7/3/2020

MARKETING MANAGEMENT
Country - Partner Institution - Programs: Hong Kong - Hong Kong University of Science and Technology (HKUST) - 'Hong Kong University of Science and Technology (HKUST)'
UC Course SubjectBusiness Administration
Number & Suffix: 127
Full UC Title: MARKETING MANAGEMENT 
Transcript Title: MARKETING MGMT 
UC QTR Units - Division: 4.5 - Upper Division 
Course Description: This course introduces the concepts and skills essential in marketing strategy. Marketing strategy involves two basic sets of activities. The first set starts with identifying consumer needs and ends with positioning a product or service to satisfy those needs and differentiate it from competition. In between, there is rigorous analysis of the customer, the competition, the environment, and the company’s own capabilities. The second set of activities revolves around the “marketing mix”, commonly referred to as the 4 P’s (product, placement, price and promotion). Marketing mix activities include: letting the consumer know about the product in an attention-getting, convincing and motivating way, getting it to the consumer through the best combination of distribution channels, pricing it effectively, and offering incentives to try, purchase, and re-purchase. 
Language of Instruction: English
 
Partner Title: MARKETING MANAGEMENT 
Partner University Department: Marketing 
Partner University Course Number: MARK2120