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6. Strategic Marketing |
3 |
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Strategic Marketing provides learners with basic knowledge about the process of forming and implementing a viable marketing strategy. The course content focuses on the role and processes related to marketing to create and maintain sustainable competitive advantage in the business environment. Learners will be provided with knowledge about two key issues in forming a marketing strategy, which are identifying the target market and creating a distinct advantage. Learners will apply knowledge to implement marketing strategies through strategic customer management, strategic sales organization, building networks and strategic alliances, implementing internal marketing and corporate social responsibility. Finally, learners will develop a marketing strategy and a marketing plan for a specific business. |
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7. Brand management |
3 |
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This course is designed for graduate students. This course introduces the knowledge of designing, managing, building and promoting brands from the perspective of businesses or organizations. Students are provided with the practical analytical skills needed to engage in consumer-focused brand management. The module will help students raise awareness of the necessity of brand management in business activities of enterprises; have the necessary skills in building and promoting brands in the context of current economic integration. On that basis, students can effectively plan and organize this activity at enterprises when they graduate. |
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8. Consumer Behavior, Digital Buyers |
3 |
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In this course, students will understand human behavior from an economic and marketing perspective. This course will help students gain an in-depth understanding of consumer behavior to prepare them with the foundational knowledge and skills for management or consulting positions in the marketing industry. Students will be able to understand, analyze, evaluate and apply consumer behavior research to solve specific company problems. |
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- I. Marketing |
9 |
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- Elective: select 1 out of 2 |
3 |
|
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9. Service Marketing |
3 |
|
Service Marketing module provides students with theoretical basis and methods of marketing management in the service business. Through the analysis of practical cases and research topics to understand the nature of services and service marketing. The course also focuses on specific issues related to service marketing, providing knowledge about the service delivery process, service pricing methods, communication in service marketing, management of service elements, etc. physical aspects of the service business, managing employees and customers in service marketing, performance management, measuring service quality, ethical issues in service marketing, and developing strategies marketing in accordance with the goals and orientation of the service business organization. |
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10. Social Marketing |
3 |
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This course introduces students to the principles, concepts, theories and applications of social marketing, explaining how to think strategically, critically and systematically, using theory and insight into social marketing. Research and use techniques such as market segmentation, design and planning, and social marketing mix can be used to address social and health issues. Students will learn to analyze real-world behavioral and social problems and develop innovative and creative solutions using social marketing frameworks. |
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- Elective: select 1 out of 2 |
3 |
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11. Global Marketing |
3 |
|
This course focuses on introducing learners to international markets and how to apply marketing in international markets with different characteristics of business environments and customers. In addition, the course takes an application-oriented approach to the subject topics by the situations encountered by multinational companies or global brands with specific lessons on market differentiation, customers and marketing solutions to penetrate the market in terms of human capacity and different marketing management models. The course is divided into three parts; The first is to study the theory in different scenes in the international market, adapting products/prices/sales channels/communications and international brands. The second part is an international marketing case study and lessons learned from global brands when entering the international market. Finally, there is a research and synthesis project at the master's level to explore new research topics as well as the ability to synthesize and apply real knowledge after studying. |
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12. Integrated Marketing Communication |
3 |
|
This module focuses on the concepts and issues involved in formulating marketing communications (IMC) strategies and focuses on its application and role in the marketing mix. Emphasis is placed on understanding the role of advertising and other promotional tools in an organization's IMC program to achieve effective marketing campaigns based on clear objectives, market segmentation and marketing. target market, within established time and cost parameters. Students will also be introduced to other aspects of IMC. Developing an IMC program requires an understanding of the overall marketing process, communication theory and processes, marketing communication tools, consumer behavior, and the structure and operations of marketing communications organization. This course will examine the process by which integrated marketing communications programs are planned, developed, implemented, and measured. |
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- Elective: select 1 out of 2 |
3 |
|
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13. Product and Service Innovation |
3 |
|
The development and implementation of new products and services is a core business function for many organizations. The aim of this course is to develop a clear understanding of products and services from a strategic management and marketing perspective. This subject builds on knowledge of fundamental marketing concepts and adds to it by developing a deeper understanding of the strategic management and marketing aspects of product/service innovation. It involves not only the application of basic marketing concepts in the context of product/service innovation management, but also the further development of consumer and market analysis skills in the fields of innovation. from which to research and practice product/service innovation |
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14. Creativity, Innovation and Change in Marketing |
3 |
|
Creativity and innovation are key drivers of the success of many of today's leading companies. Some companies have been able to increase their value over the past few years thanks to the impact of a culture of innovation. A culture of creativity and innovation is often recognized as the only sustainable competitive advantage. This course focuses on developing new ways of thinking and will discuss in depth the intricacies of innovation, customer experience, developing solutions, and the problems that managers in the industry face. this has to face. Classroom projects provide additional opportunities to apply new ways of thinking, and develop innovative concepts for a marketing subject. Students will gain experience in applying different tools and approaches such as People-Centered Design, ten types of innovation, community resource innovation, lean entrepreneurship, etc. to the solution. decide on a subject project. |
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- II. Digital Marketing |
12 |
|
|
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- Elective: select 2 out of 4 |
6 |
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15. Digital Content Creation in Advertising |
3 |
|
Digital content creation in advertising is a strategic approach that focuses on the creation of content to help further an organization’s brand. It focuses on the creation of content that is useful for a clearly defined target audience, which attracts and retains customers loyal to an organization’s brand, and ultimately driving the organization’s profitability. This course introduces you to the concepts of content marketing and helps you develop the skills needed to develop and executive a successful content marketing plan. |
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16. Business Simulation |
3 |
|
The Business Simulation module provides students with the opportunity to learn how to assess prospects in the market, establish competitive strategies, and make strategic business decisions. In this module, students will practice simulation of managing a company on the web by making strategic business decisions for the business year. Students will make decisions in each stage regarding the production of company-branded and private-label footwear, the addition of production facility space and production equipment, and production improvement options, Paying and training the workforce, operations of distribution and shipping centers, pricing and marketing of footwear, contracts providing celebrities to endorse footwear brands, social responsibility association of the business, and finance the operation of the company. Students will have to apply different business strategies to compete with competitors in a simulated virtual competitive environment. In addition, the course also helps students practice & improve soft skills such as: communication skills, personal relationship building skills, teamwork skills, problem solving skills, leadership and report analysis. |
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17. Global business in the digital era |
3 |
|
The content of this course deals with the global business environment and the basic operations of businesses when expanding their business activities to the world market. In addition, the course also introduces contemporary management issues in global business operations. This is also a prerequisite course that students need to complete to be able to apply for the Global Strategic Management module. |
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18. Sales Management and e-business |
3 |
|
Sales Administration & Digital Business helps students gain basic and advanced knowledge about sales management. Students will learn to recognize and capitalize on today's ever-changing market opportunities while effectively solving sales management problems with a diverse customer and sales force. The course also helps students improve communication skills, develop sensitivity and ethics in management and negotiation, problem-solving, etc., improve planning, organizing, forecasting and planning skills. budgeting, recruiting and training as well as leading the sales force and evaluating their performance. In addition, students learn how to build long-term relationships and cooperation with potential customers, existing customers and other stakeholders. |
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- Elective: select 1 out of 2 |
3 |
|
|
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19. Social Media Analytics |
3 |
|
The rapid growth of social media has provided mass consumers with a powerful tool for generating knowledge and communicating opinion. At the same time, social media has created unprecedented opportunities for companies to interact in real time with consumers. In addition, the scale and abundance of social media data has provided companies with an endless pool of deep consumer insights to transform their business and marketing activities. The Social Media Analytics course enables students to master the analytical tools to dig through and maximize and optimize social media data. The course will introduce tools such as engagement analysis, sentiment analysis, topic modeling, social network analysis, and identifying influencers, and social media strategy assessment. It will involve a lot of practice exercises. |
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20. Data Visualization |
3 |
|
The course aims to equip students with fundamental knowledge and practice skills related to exploiting large Data warehouse (DW) in an intuitive and diverse way. |
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- Elective: select 1 out of 2 |
3 |
|
|
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21. AI, Big data in Marketing Analysis |
3 |
|
The course Artificial Intelligence and Big Data in Marketing Analytics at the graduate level aims to provide students with a comprehensive view of connecting AI technology and using Big data to increase the value in management, planning and decision making in the marketing of the business. In addition to the knowledge gained from the textbook, students will have access to practical cases, international articles (reviewed papers) with many new trends in the application of AI technology and Big data. aims to help students gain in-depth knowledge and understanding of customer behaviors and business marketing activities in the digital era. |
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22. Digital marketing |
3 |
|
Information technology development has a direct impact on all business activities, from research and development activities for new products, sales promotion, the process of providing products and services, to business activities. marketing action. This course provides theoretical knowledge about the marketing environment in the digital age. Besides, it also helps students understand and identify the important issues of marketing practice in the digital environment. From theoretical knowledge, the course creates opportunities for students to apply that knowledge to solve real-life case studies, in order to help students understand and practice building marketing strategies. in the digital environment for future application. |
