Research Seminar

Seminar Coordinators: Prof. Wenxi JIANG and Prof. Yizhou XIAO


Study Plan
Students are required to complete one pre-requisite course in the pre-term, five required courses, three concentration required courses and three elective courses offered in three regular terms within one year. Each course equals to three credit units. To graduate, students must successfully complete 36 units.

Students are compulsory to attend a pre-term course (pre-requisite course) in August before the first term commences.
Concentration Options
Students may choose one of the concentration options. Each concentration requires completion of three particular required courses and three elective courses.
Managerial Marketing
The "Managerial Marketing" concentration prepares students to work in marketing management of consumer and business good and services in general, and in specialized areas such as branding, advertising, and multinational marketing.
Big Data Marketing
The "Big Data Marketing" concentration prepares students to work in areas, such as digital marketing, marketing engineering and database marketing.
Recommended Course Pattern
Managerial Marketing
Big Data Marketing
1st Trimester
2nd Trimester
3rd Trimester
  • The sequence of core and elective courses may be changed if necessary.
  • Availability of electives depends on the offerings of each academic year, and is subject to change in different trimesters.
  • To enhance flexibility, students may choose at most six units of courses offered by the Master of Accountancy (MAcc) Program, other Master of Science (MSc) Programs of the Faculty of Business Administration, and the Master of Social Science (MSSc) Program in Advertising counting towards elective course requirement, subject to the approval of the Program Directors concerned.
  • Students may be granted exemption from core courses if they have taken similar or equivalent courses in their postgraduate studies within five years before admission and with satisfactory academic performance. Supporting documents such as academic transcripts and course syllabus must be provided. Upon exemption from core courses, students will be required to replace the exempted courses with electives of equal units.
Structure and Courses (2017-2018)
Pre-requisite Course (3 credits)
MKTG5011 Marketing Management
This course is designed to illustrate how marketing management varies the marketing mix (price, product, promotion, and place) to achieve maximum consumer satisfaction. Emphasis is placed on the basic marketing concept that a firm's long-run market position is enhanced by the creation of a different advantage while following consumer desires. Also discussed are marketing strategy (formulation and implementation) and the role of the firm vis-a-vis its various environments (socio-political-economic). Short cases are used to illustrate the various concepts and to provide the student with decision-making experiences in a complex environment.
Required Courses (Total 5 courses / 15 credits)
MKTG5012 Marketing Research
This course deals with the systematic and objective search for, and analysis of, information relevant to major classes of marketing management problems. There will be a focus on applications of problem structuring and marketing data collection, processing, and analysis.
MKTG5013 Buyer Behavior
Integrated selected topics in buyer behavior with marketing applications. Topics include: the sociological and psychological aspects of buyer behavior, product adoption and diffusion, and the process of buyer behavior, including search, motivation, influence, and interaction, and examination of normative behavior models. Special emphasis will be placed on Asian consumer behavior.
MKTG5018 Big Data Strategy in China Market
The purpose of this course is to provide students with a deep understanding of current big data approaches and marketing applications in China. The topics include basic features of the China market, Chinese consumer evolution in the digital age, big data insights, Web search data and Internet marketing, social network and social media marketing, mobile marketing, customer relationship management (CRM) strategics, and behavioral economics. Methodologies and techniques, including text mining, Web crawling, logistic regression, and social network analysis, will be introduced and their business applications will be explained. This course aims to help students develop quantitative skills and abilities combined with innovative business ideas to create effective big-data marketing strategies in China.

Strategic Marketing
This course covers major marketing decisions in a problem oriented setting, the in-depth study of general marketing management and the development of marketing plans and strategies. Emphasis is placed on integrating and applying analytical techniques, and interfunctional aspects of marketing.

# CEF Reimbursable course

MKTG6013 Customer Relationship Management
The course aims at providing participants with a basic understanding on what customer relationship management (CRM) is, why it is so important in the contemporary business world, and how it is implemented using recent information technology. In addition to the traditional lecturing method, this course will include a lot of case analyzes, small group discussions, and/or presentations. Specifically, the following topics will be covered:
  1. customer heterogeneity,
  2. customer lifetime value,
  3. customer dynamism,
  4. CRM-based marketing strategies,
  5. and one-to-one marketing.
The implementation of CRM via Internet marketing, data warehouse, data mining, and database marketing will also be discussed.
Concentration Required / Elective Courses (Total 3+3 courses / 9+9 credits)
MKTG5014 Service Marketing
This Course reviews the important concepts in service marketing. It addresses the issues involved in the effective marketing of services taking into account the unique characteristics of services. The issues which are covered include: the interactive nature of the service provider, the consumer and the physical environment in the service provision process; the importance to maintain high quality; and special problems related to the growth and internationalization of services.
MKTG5015 Organizational Marketing
The major objectives of the course are to develop an understanding of the unique features, behavior and problems of organizational marketing as compared to consumer marketing and to show how to apply the marketing managerial process (e.g. market segmentation, target market selection, development of the marketing mix) to the field of organizational marketing. The course is concerned with the application of modern marketing principles to organizational customers, including profit and non-profit organizational such as industrial buyers, government and social service institutions.
MKTG6012 Integrated Marketing Communication
Theoretical and practical appreciation of the role of “integrated marketing communication” (IMC) in today’s business environment. IMC differs from traditional advertising and promotion programs by using zero-based planning, data-driven communication and brand touch points. The program focuses on using strategic mix of advertising, sales promotion, public relations, event marketing and direct response promotions along with mass and two-way communication.
MKTG6014 Global Marketing Management
In this electronic age, multinational marketers will face a fast changing marketing environment. Globalization of business activities will no longer be the privilege of firms in the advanced countries. Existing concepts and theories in international marketing are being challenged for their abilities in solving problems in this electronic era. This course is designed to link theories with business practices. Topics include analyzes of the underlying forces in international business, and the recent development of theoretical concepts and theories in the area of international marketing. Marketing strategies will be discussed for operations in both advanced and emerging economies.
MKTG6015 Salesmanship and Sales Management
Salesmanship and Sales Management is the art of developing salespeople's selling skill and motivating one's own salespeople through an insightful blend of training and management procedures: both “system”-driven and “human”-oriented. Topics will include: sales training, determining the nature and amount of personal sales effort, territory design, quota and other performance assessments, and other control measures. Special emphasis will be placed on the discussion of contemporary practices in salesmanship and the selecting, training, motivating, and directing of salespeople.
MKTG6017 Strategic Brand Management
One of the most important assets of any business is its brands. As industries become increasingly competitive, it is clear that strong brand-building skills are needed to survival and prosper. The Strategic Brand Management course is designed to preview conceptual background as well as practical approaches to manage brands as a strategic asset as well as a primary source of competitive advantage. Topics include brand creation, brand building, managing brand equity, and revitalizing brands.
MKTG6019 E-Marketing
This course deals with a new paradigm of marketing management in modern enterprise. It primarily explores the business implications of fascinating developments including computer networking, artificial intelligence, hypermedia, and visual arts of the emergence of electronic commerce in the electronic world. In addition to acquiring basic skills for navigating this newly developed mass medium, students are required to create personal and business electronic presence on the World Wide Web, and to develop a new perspective about marketing in 21st century.
MKTG6027 Marketing Engineering
The course objective is to equip students with quantitative and analytical skills to solve problems associated with data driven marketing. Students will learn how to formulate marketing problems as mathematical and statistical models and solve them with data mining and statistical techniques.
MKTG6029 Social Media Marketing
More than three-quarter of the top 100 companies are using at least one social media platform (i.e., Facebook, Twitter, YouTube, etc). Definitely, social media marketing has emerging as a tectonic shift from traditional marketing.
This course introduces concepts, theories and applications of social network and social media analysis. Through lecture, discussion, guest speakers, case studies and team project, students will come to evaluate how social media has changed the marketing paradigm and practices and many companies are struggling with it. This course helps students implement social media strategies which involve different aspects of marketing and hone their network analytical skills. Due to a strong need for marketing professionals who are attuned to this area, this course is specifically for students who are planning to enter digital/social media marketing, consulting and brand management roles.
MKTG6030 Practicum in Managerial Marketing
The objective of this course is to give students advanced practical marketing research techniques as well as hand-on experience in solving marketing problems in the real-world environment. The course consists of some lectures on advanced but practical marketing research techniques and a group project. In the group project, students will work closely with the marketing manager of a firm to solve his or her marketing problem(s) by using primary marketing research. Students will need to do presentation to the firm's marketing and/or management team as well as submitting a detailed written report or marketing plan.
MKTG6031 Practicum in Big Data Marketing
The objective of this course is to provide students hand-on experience to solve big data marketing problems in the real-world environment. The course consists of lectures on big data software, big data group projects, meetings, reports and presentations. The big data project can be a data mining project or a text mining project or a voice mining project. Student work on the real world data and collaborate closely with the staff of the Marketing Engineering Center to deliver joint solutions to the big data marketing problems in the industry.

Last update: 28 September 2016

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