Marketing: Exploration on Innovative Marketing Management and Strategic Marketing Innovation

Course 15: Marketing: Exploration on Innovative Marketing Management and Strategic Marketing Innovation

I. Course Description

At some point in their career, almost everyone needs to stage a marketing hat. Whether you are an accountant, consultant, programmer, banker or museum curator, understanding the market management will help you. In todays business world, understanding customer needs and how to mobilize organizational resources to meet these needs are critical skills.

The goal of this course is to help students have a comprehensive understanding of the important concepts, principles and theories of marketing and customer management. It highlights the key role of effective market and customer management in shaping business strategy and improving profitability. Students will develop practical skills in marketing management, creating customer value, and developing marketing plans, strategies and strategies. In addition, the course explores the strong connection between marketing and other functions of the organization, and the important link between marketing and innovation. The course covers a variety of marketing strategies applicable to different environments, including the mass market, luxury brands, and the arts and entertainment industry. Through the study, students will improve their critical thinking and communication skills, and improve their expertise in the field of marketing.

II. Professor Introduction

Omar Merlo – Professor at Imperial College London

Omar Merlo Professor is currently the Associate Dean of the School of Business (External Relations) and the Academic Director of the Master in Strategic Marketing. Prior to that, he was a professor of marketing at Judge Business School of Cambridge. Professor Omar has won numerous awards for his outstanding teaching and research achievements, including teaching awards from various universities, the EU Excellence Award, the Swiss Research Foundation Fellowship, and the Best Paper Award from the American Marketing Association. His research has been published in many academic and professional journals, including MIT Sloan Management Review, Journal of Marketing Sciences, Industrial Marketing Management and other journals. As a consultant and executive educator, Professor Omar has worked with many organizations around the world, such as McKinsey, Samsung, Airbus, Audi, HSBC, Laing ORourke, the University of Hong Kong, Tsinghua University and so on.

III. Syllabus

1. Basic principles of marketing
2. Strategic marketing planning process
3. Market segmentation, target market selection and positioning
4. Consumer behavior
5. Marketing portfolio I: Product and distribution
6. Marketing portfolio II: Pricing strategy
7. Marketing and communication
8. Brand management
9. Service management
10. Customer relationship management