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SPECIALISATION
PATHS
MARKETING
MBA – 711 RELATIONSHIP MARKETING
Students develop skills in planning, constructing
and organising one-to-one client
marketing activities as part of organisational
strategic marketing. Included in
these activities are collaborative relationships
between consumers and sellers that
can be applied by both small and large
organisations. New technologies in interactive
marketing and in database creation
and implementation are studied through
case analysis and application.
MBA – 712 MARKET RESEARCH
Students are taught theories and techniques
of planning, conducting and presenting
market analyses, sales and market
potential, sales forecasts, distribution
options, marketing cost and profit projections,
and major market product and
advertising studies. The course helps the
MBA student develop and practice through
appropriate case studies an understanding
of how to apply theory to specific marketing
problems.
MBA – 713 CONSUMER BEHAVIOUR
The course promotes an understanding
of consumer decision processes developed
through appropriate applications of
behavioural sciences. Consumer decision
making processes are further considered
in the context of environmental and cultural
dimensions. The implications of these
processes are also considered in relation
to product position planning, marketing
organisational strategies, and decisionmaking
in strategic market planning.
MBA – 716 MARKETING OF SERVICES
The course is designed to deepen the conceptual
and practical understanding of
the broad range of issues challenging the
marketing manager of a service organisation;
to sharpen the understanding of
the strategic differences, both of theory
and application, of service marketing; to
broaden the appreciation of initiatives
and experiences in the service sector; to
encourage critical evaluation of these experiences
and initiatives in the light of
conceptual issues in both home-country
and global conditions; and to appreciate
and utilise the considerable relative weight
of people as a primary factor of success
in the majority of service organisations.
MBA – 717 CORPORATE SOCIAL
RESPONSIBILITY
The course aims to provide the students
with a comprehensive understanding of
the Societal Concept of Marketing. Major
emphasis is placed on corporations’ stakeholders,
ethics and public policy. Strategies
like Corporate Social Responsibility,
Corporate Citizenship, Green Marketing
and Corporate Philanthropy are analysed
through a critical theoretical approach,
case studies and other means of developing
the required knowledge and understanding
of the subject. Students will understand
the need for Marketing Managers
to create marketing strategies which can
integrate stakeholder interests, respect
personal values, support community development
and at the same time to be
economically successful.
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