Strategic Marketing

MKT B462

Course Guide

Strategic Marketing

MKT B462

Course Guide

Strategic Marketing

Course Start Date

N/A

Course Level

N/A

Length in Terms

N/A

Credits

N/A

Language

N/A

Fees ($) (including lab fees)

N/A

Future Terms

Quota and Schedule

Course Start Date	Course Level	Length in Terms	Credits	Language	Fees ($) (including lab fees)	Future Terms
N/A	N/A	N/A	N/A	N/A	N/A

Quota and Schedule

Course Coordinator: To be announced
Course Developer: Dr Canice Kwan Man-ching, HKMU

Advisory prerequisite(s)
You are advised to have already studied MKT B250.

Aims
MKT B462 Strategic Marketing aims to provide you with a broad range of theories, tools, and practices in the context of marketing strategy. You will learn how to formulate marketing strategies in a competitive marketing environment.

Contents
The course covers the following topics:

Introduction to strategic marketing
Market analysis
Strategic segmentation, targeting and positioning
Strategy formulation
Strategy implementation

Learning support
There will be five two-hour tutorials and one two-hour surgery.

Assessment
There are two assignments and one examination. Students must use word processing software (such as Microsoft Word) to prepare the assignments, and submit the assignments via the Online Learning Environment (OLE).

Set book(s)
A custom textbook will be provided.