Mr. Gary Leung (Programme Director) Tel: 2836 1822 Ms. Natalie Yau (Programme Secretary) Tel: 2919 1515 Fax: 2891 5707
(此课程内容只提供英文版本)
Module Intended Learning Outcomes:
On completion of the module, learners are expected to be able to:
explain the interrelationship between managing marketing programmes and marketing environment in building consumer relationships;
analyse marketing information using relevant marketing tools and theories for effective market positioning;
identify the characteristics and applications of the marketing mix components for various targeted segments; and
formulate and evaluate marketing strategies for business organisations.
Learning Contents:
1. The marketing basics 2. The marketing environment 3. Consumer behaviour 4. Analyzing the marketing opportunities 5. Selecting the target markets 6. The product strategy 7. The placing strategy 8. The promotion strategy 9. The pricing strategy 10. Direct and On-line marketing 11. CRM for marketing
Medium of Instruction English supplemented with Cantonese
Entry Requirements:
Five HKDSE subjects at Level 2 including English Language and Chinese Language, plus 2 years’ relevant full-time work experience; OR
Five HKCEE subjects at Grade E / Level 2 including English Language# and Chinese Language, plus 3 years’ relevant full-time work experience; OR
Equivalent; OR
Mature applicants, i.e. those aged 23 or above with 2 or more years of relevant full-time work experience, may also be admitted subject to a satisfactory admission interview.
#HKCEE English Language taken in 2006 or before should be at Grade E or above (Syllabus B) / Grade C or above (Syllabus A)
Continuing Education Fund
This is a CEF-Approved course. This course has been added to the list of reimbursable courses for the Continuing Education Fund (Continuing Education Fund No.: 33Z110567). Applicants must complete this course and meet at least 70% attendance requirements and 50% or more of the course assessment.
This course has been included in the list of reimbursable courses under the Continuing Education Fund. The mother course (Professional Diploma in Business Management) of this module is recognised under the Qualifications Framework (QF Level 4).
Graduates of Professional Diploma in Business Management (PDBM)* will be eligible to enter the final year of the BA (Hons) Business Administration# co-offered by the Coventry University and SHAPE. The study location is PEAK.
Coventry University, UK (http://www.coventry.ac.uk) – Coventry University is a forward-looking University with a tradition as a provider of high quality education and a focus on multidisciplinary research. In the recent teaching quality assessments conducted by the Quality Assurance Agency (QAA) of the UK, the teaching in the Coventry University was rated in the ‘excellent’ range for a wide range of their provision.
* All candidates must have 3 years of relevant full-time work experience or above and finish one designated elective module in the program, please call us for more details.
# Registration No. (Non-Local Higher and Professional Education (Regulation) Ordinance): 251732 # It is a matter of discretion for individual employers to recognize any qualification to which this programme may lead.