The Marketing Management course is designed to help students understand how marketing creates value, and describes the key elements of the marketing mix, so that the nature and strategic role of marketing in business are comprehended. The course topics of marketing management include strategic planning, marketing research, buyer behavior, product and service management, pricing, retail management and integrated communications. Through the course, students are expected to build up strategic thinking and implementation ability in face of a competitive marketing environment.

The Marketing Management course is designed to help students understand how marketing creates value, and describes the key elements of the marketing mix, so that the nature and strategic role of marketing in business are comprehensive. The course topics of marketing management include strategic planning, marketing research, buyer behavior, product and service management, pricing, retail management and integrated communications. Through the course, students are expected to build up strategic thinking and implementation ability in face of a competitive marketing environment.

Gary Armstrong, Philip Kotler and Marc O. Opresnik (2023), Marketing: An Introduction, 15th edition,
Upper Saddle River, NJ: Prentice Hall

Gary Armstrong, Philip Kotler and Marc O. Opresnik (2023), Marketing: An Introduction, 15th edition,
Upper Saddle River, NJ: Prentice Hall