curricula
Foundations of Marketing Practice | Decision-Making
in Global Markets | Advanced Merchandising
Applications
Foundations of Marketing Practice (MKTG 3650)
Survey of marketing concepts and practices and overview of the range of activities performed by marketing managers. Topics include the identification of market opportunities, strategic marketing planning, product/service development and management, price setting and management, establishing and managing distribution channels, and structuring promotional programs. A special emphasis on the multicultural and multiracial world from
a marketing perspective, this course is an overview of managing
marketing mix variables – product, pricing, promotions and
distribution – while addressing the diversity of markets and
market segments. The Hong Kong, Macau and Pearl River Delta provide
students a hands-on opportunity to examine how cultural norms and
standards impact contemporary marketing tactics and strategies.
T.O.P.
Decision-Making in Global Markets (MKTG 4280)
The first half of the 21st-century will be characterized by significant
shifts in the manufacturing, distribution and consumption of products
and services. As transitional and emerging economies mature, foreign
entry, local marketing and global management become compelling issues
in the design and implementation of marketing strategies. In this
course, there is an emphasis on the rapidly changing nature of global
markets and implications for the desirability and potential profitability
of these markets. Significant sources of threats and opportunities,
along with those internal resources necessary for coping with the
external environment will form the core material of the course.
Hong Kong/Macau and the Pearl River Delta provide an ideal setting
to explore global marketing practices in an ever-changing market
environment. An African proverb counsels that “No one tests
the depths of a river with both feet.” Yet, there are countless
examples of organizations who literally dive in to new markets,
exploring the depths of market opportunity while attempting to stay
afloat in the perilous waves of socio-cultural, economic and political
uncertainty. In this course, you will explore the depths of market
opportunity cast against a backdrop of macro-marketing challenges.
T.O.P.
Advanced Merchandising Applications (SMHM 4660)
The fashion industry thrives on change. This is clearly demonstrated
in the increasing importance of product development for both apparel
manufacturers and retailers engaged in producing private label merchandise.
Product development combines trend and market research, design,
merchandising, and technical processes to create the final product.
Hong Kong is a major sourcing and marketing hub for the apparel
industry, as well as one of the world’s largest apparel exporters.
U.S. apparel companies and virtually every retail store that offers
private label merchandise has offices in Hong Kong to coordinate
manufacturing to its specifications. Leading international apparel
designers depend on the Hong Kong apparel industry, which is noted
for its superior workmanship and ability to accommodate style changes
and superior workmanship. Students will tour manufacturing facilities
in both Hong Kong and China, opportunities that are rarely available
in the U.S. Hong. Kong executives will provide unique perspectives
on product development, sourcing, buying, and retailing in this
dynamic marketplace. Students will interact with local business
leaders, which can lead to an understanding of the diverse perspectives
required for success in the international apparel and retail industries.
T.O.P.
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