22
the emergence of what is widely termed the global economy. Knowledge in this global economy is
rapidly transferred given technological developments in communications. The emergence of new
economies particularly in Asia has transformed the centre of gravity of the global economy.
International managers operate in this dynamic global environment whether in large multinational
firms or SMEs/Born Globals with an international orientation. This course aims to guide the student in
understanding the arena in which international business is conducted. It ranges from micro issues of
staffing and strategic management to macro issues of globalisation, political, economic and socio-
cultural analysis. It further attempts to build on the knowledge gained in previous or complementary
courses by extending the consideration of subject matter to embrace the considerations present in an
international environment. By the end of the course, students should be able to identify, analyse, and
understand the organisational impact of a wide variety of global management issues. In addition,
students should be able to develop broad, strategic solutions and/or plans of action in response to
any combination of market, political, socio-cultural, and /or competitive global force.
Markeng Management Stream
The following are the obligatory modules for the stream:
MK3101 Cases in Marketing Strategy 5 Semester I
This course focuses on business level marketing strategy. It builds on concepts introduced in previous
marketing courses and focuses on the development and application of value-enhancing strategies
utilised by marketing managers. Students will acquire an understanding of the tools that strategists
use to assess business situations and will have the opportunity to use these tools to diagnose
situations and generate information from which strategies are formulated and marketing plans are
prepared. Much of the course is based on case-based learning situations. This approach helps you to
develop diagnostic, critical and communication skills. The course will cover a variety of strategic
marketing topics such as, the role of marketing in corporate; business strategy, market research and
forecasting, segmentation, targeting & positioning, product planning, pricing, selling,
communication, distribution, services delivery, and e-commerce of an organisation including B2B
issues.
MK3104 Marketing Research 5 Semester I
This module introduces the student to the fundamentals of Marketing Research theory and practice.
The course covers all aspects of qualitative and quantitative marketing research for marketing
decision making in business and organisational settings.
MK3105 Marketing Analytics 5 Semester II
This module provides the students with an introduction to Marketing Analytics. Various tools for
generating marketing insights from empirical data in areas such as segmentation, targeting and
positioning, customer lifetime analysis, customer choice, and product and price decisions will be
studied. This module has a hands-on group component where students apply the tools studied to
actual business and organisational situations.
MK3103 Digital Marketing Planning 5 Semester II
This module builds upon marketing principles and investigate where the internet and other
technologies provide opportunities for applications in marketing and business. The module provides
an overview of the rapidly changing world of business and technology by addressing what is unique
about digital marketing. It explores how these technologies are creating value for customers, as well
as the benefits for companies, their products and brands.
MK303 Global Marketing 5 Semester II