Lecture on "Marketing Management"

Professor Yang conducted a lecture on Marketing Management, a mandatory module for Global MBA students. The objective of this course is to facilitate understanding of the conceptual framework of marketing and its applications in decision making under various environmental constraints. This course is designed to give students a clear understanding of the function of marketing, introduce students to the elements of marketing mix, and demonstrate how today’s managers employ these tools to gain a competitive edge in the global economy.

Prof. Yang highlighted the importance of positioning and placement while discussing some global case studies related to retailers and well-known coffee & beverage brands. He discussed independent pricing while explaining situation analysis for assessing market opportunities, and how global firms expand their brand value and share using positioning strategies. He used video contents & learning aids to explain retail marketing globally while highlighting the concept of the marketing mix and pricing strategies.

The goal of the course is to endow participants with a solid understanding of key marketing concepts and skills to perform situational analysis for assessing market opportunities by gathering, analysing and drawing conclusions from market and environmental data.