Business Management (Marketing)

Course Objective

This course is designed to enable students to acquire the necessary knowledge and understanding of fundamental concepts, theories, methodologies, procedures, practices and strategies in the various fields of Marketing. In addition, students in this course will be encouraged to explore the opportunities and challenges encountered by marketers relating to the constantly changing political, legal, economic, social-cultural and technological environments both in the domestic and international contexts.


Entry Requirements

• EASB Diploma in Business Management OR
• Diploma of related discipline OR
• Equivalent qualification from a recognised higher learning institution
• Proficiency in English language
  

Duration

This is a 12-months programme, comprising 4 terms. Each term is of 12 weeks duration, including 11 weeks of formal class time and independent study. Formal class time will consist of 3 hours of lectures and 3 hours of tutorials per week. Examinations will be held on week 12.

Students will take 2 modules per term.


Structure

The Bachelor Year 2 (EASB Advanced Diploma) Business Management (Marketing) consists of 8 compulsory modules:

Assessment & Awards

Assessment for each module comprises coursework (30%) and a written examination (70%). The coursework may include case study analysis, review of published journals or conference articles, laboratory assignments, research reports and tutorial participation.

Upon successful completion of all 8 modules, the student will be awarded the EASB Advanced Diploma in Business Management (Marketing).

Modules Synopsis

AC 2011 Financial Accounting II
This module provides students with an understanding of the supporting theories and assumptions underpinning financial accounting and an analysis of contemporary financial accounting issues. Topics covered include the conceptual framework of accounting, alternative theories for explaining accounting behaviour and accounting choice, the regulatory process, recognition and measurement issues and controversies and emerging issues in accounting.

BM 2050 Management Information System
The focus of this module is on providing the business students with a fundamental knowledge of management science applications and management information systems development and implementation in business. It covers the basic concepts of linear programming, network analysis, decision theory, and simulation and their applications to a range of business decisions. It looks at the basic tools and techniques for analyzing, designing, implementing, and reviewing information systems as well as the management challenges of e-Business. Most of all, it aims to produce students with an understanding of mathematical and systems modeling techniques.

BM 2080 Marketing Management
This module aims to develop students’ understanding of and skills in the formulation of marketing strategies across many various industries so as to equip them with a broad introduction to the mechanics of commercial competition and strategic thinking. Topics covered include the Four Ps of Marketing, market segmentation, market positioning and target marketing.

BM 2120 Consumer Behaviour
The purpose of this module is to introduce the fundamental concepts, principles and theories of consumer behaviour, as well as their marketing implications. Topics covered include the consumer purchase decision-making process, social and cultural effects, public policy issues and the influence of marketing activities on the decision-making process of buyers and consumers.

BM 2180 Marketing Research
The module is designed to develop the students’ skills in identifying marketing research problems, determining research designs, designing the data collection method and forms, designing the sample and collection of data, analysing and interpreting the data and preparing a research report.

BM 2130 Services Marketing
This module provides students with an understanding of the unique aspects of services and the implications these unique features have on services marketing strategies. It also aims to enable students to appreciate the importance of the customers’ service experience, service quality, customer satisfaction, customer focused practices and other strategic issues and challenges confronting service marketers in today’s competitive global environment.

BM 2140 Marketing Communications
This module introduces students to the fundamental principles and theories of integrated marketing communications (IMC). Topics covered include various promotional aspects of the marketing mix such as principles of communication, models of how advertising and sales promotions work, basic steps of developing communication strategies, planning and implementing promotional campaigns, media selection and scheduling, direct marketing, public relations and electronic marketing.

BM 2150 International Marketing
This module introduces students to the conceptual framework and practice associated with marketing in the international and global environment. Topics covered include an examination of the special environmental and organisational factors, assessing foreign markets, international pricing, international promotions and marketing policies and strategies pertaining to international marketing.