Detailed Syllabus

 

 

CPM005                         Asia Pacific Marketing Management

Objective:

To enhance candidates’ knowledge and skills by integrating the concepts and strategic frameworks taught in

previous courses towards analyzing specific marketing cases on the Asia Pacific region. Such a process

would enable candidates to understand the relationships between specific functional strategies, appreciate

that strategies are dependent on one another and adopt a longer term and more bird’s eye view of the

strategies recommended within the Asia Pacific context.

At the end of this course, candidates should be able to:

1.    Identify and define key problems in marketing case studies;

2.    Conduct comprehensive situational analyses relevant to the problems, including internal analyses of a

       company’s strengths and weaknesses and external analysis of its environmental threats and

       opportunities;

3.    Formulate and evaluate appropriate courses of action to solve the problems;

4.    Forward specific recommendations with regard to marketing objectives, strategies, plans, budgets and

       time horizon for implementation of these recommendations;

5.    Substantiate their positions with pertinent qualitative and quantitative analyses; and

6.    Prepare and present appropriate marketing case reports.

Contents:

Candidates will be given one strategic marketing case on the Asia Pacific to analyze. They will be given the

case a month before the examination to analyze. The unseen questions will only be given in the three-hour

examination. Candidates are reminded to answer only those questions asked about the case.

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