ISS 5095-0

Brief

Marketing strategies aim to increase both customer and firm value. Examples of customer value are customer satisfaction, customer experience, and consumer well-being. Examples of firm value are revenues/sales and Tobin’s q. However, the business environment is complicated and dynamic. Thus, developing proper and effective marketing strategies is challenging. The scope of marketing strategies is extensive, which could not be completely covered in one course. This course will focus on the B2C (business to consumer) market, particularly in customer management and multi-channel management. Customer management aims to understand/connect customers and create value to customers, which hopefully subsequently improves firm value. In addition, while firms nowadays use different channels (e.g., offline and digital) to reach customers, understanding effective multi-channel management is critical to increase firms’ value.

Description

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Timetable

Scores

Average Percentage 86.5

Std. Deviation 4.55

Remarks

Restrictions

排除大學部

Compulsory

Elective

Cross Discipline

First Specialization

Second Specialization