Asia-Pacific Marketing Management

This module aims to enhance participants' knowledge and skills by integrating the concepts and strategic frameworks taught in previous modules to help participants analyse specific marketing cases on the Asia-Pacific region. Such a process would enable participants to understand the relationships between specific functional strategies, appreciate that strategies are dependent on one another and adopt a longer term and broader view of the strategies recommended within the Asia-Pacific context.
At the end of this course, participants should be able to:

1. 1. Identify and define key problems in marketing case studies;
2. 2. Conduct comprehensive situational analyses relevant to the problems, including an internal analysis of a company's strengths and weaknesses, and an external analysis of its environmental threats and opportunities;
3. 3. Formulate and evaluate appropriate courses of action to solve the problems;
4. 4. Forward specific recommendations with regard to marketing objectives, strategies, plans, budgets and time frame for the implementation of these recommendations;
5. 5. Substantiate their position with pertinent qualitative and quantitative analyses; and
6. Prepare and present appropriate marketing case reports.

This is a case based module and will, therefore, involve hands-on practice in analysing and recommending appropriate courses of action for specific marketing case studies.