Marketing and Social Media (3cr)

Objective

The purpose of this course is to have a contemporary review of marketing practice and strategies by a range of different businesses. It will focus on strategies and campaigns used by global companies including newly emerging players from Asian including companies from ASEAN, China and India. Students will be able to analyze case studies and discuss learning concepts as applied specifically to marketing management. In this context, the growing role of social media and how modern day marketers leverage on this emerging and very important channel will be covered in the course.
Competences: Ability to read and discuss case studies and work collaboratively in groups
Be able to do effective and focused internet research to gather key information about brands and companies
Be able to draft outline marketing plans and do campaign planning
Undertake confidently a short presentation in class

Content

The topics to be covered in this course are as follows:
• Key changes and challenge in the business environment impacting on marketing organizations globally
• Newly emerging strands of marketing discipline in response to environmental challenges
• Theories and concepts of marketing strategies
• Case studies of global brands across sectors such as consumer goods, retail organizations, services, technology, business-to-business, and government sector and non-profit agencies. The purpose of the review is to identify best practices and evaluate the differences in the way in which companies plan and execute marketing strategies
• Role of social media in terms of integration with marketing communications, product development and customer relationship marketing

Qualifications

Preferable for students for this course to have a basic foundation (Principles of Marketing) course undertaken in your college or undergraduate program. This course will be more applied in nature and use a global perspective in marketing management.

Assessment criteria, satisfactory (1)

The students will be assessed based on the capability they show in understanding the key concepts and tools covered by the course, and on their participation and commitment to the course activities