Graduate Diploma in Global Marketing Management

Course Outline

CPM 001 MARKETING RESEARCH

• The module aims to provide the theoretical and applied knowledge of multivariate statistical techniques for data analysis and the introduction of qualitative and quantitative research methods to provide students with an appreciation of the contribution of each method to social science research in a business and marketing environment. The Asia region is rich in diverse economic, political-legal, and social-cultural characteristics offers marketing researchers a gamut of challenges and generate greater awareness of cross-cultural differences that has an impact on business approaches, and consequential results.

CPM 002 INTEGRATED MARKETING COMMUNICATIONS (MIC)

• The module examines a variety of marketing communications theories and practices to equip students with knowledge and skill to craft and communicate an effective marketing communication plan. It will also assess the impact of digital technology on marketing communications in a global markets landscape. Marketing communications are explored, studied, and understood within the framework of economic, political-legal, and social-cultural dimensions of various Asian markets.

CPM 003 MARKETING STRATEGY

• Students will have a clear understanding, supported by a portfolio of actual examples, of how enterprises approach various aspects of marketing strategy analysis and formulation. Students will become familiar with tools, frameworks and processes deployed by businesses to analyse and formulate a marketing strategy.

CPM 004 ASIA BUSINESS

• Given that Asia is a vibrant and significant part of the global economy in the 21st century and is a major trading partner with almost every country in the world, this module aims to deliver a deep understanding of Asian history, economic, political-legal, social-cultural factors required to successfully engage in business relations throughout Asia ranging from government to commercial and even not-for-profit entities.

CPM 005 ASIA MARKETING MANAGEMENT

• This module aims to enhance candidates’ knowledge and skills by integrating the concepts and strategic frameworks taught in previous modules to help candidates analyse specific marketing cases on the Asia region.

CPM 006 GLOBAL BUSINESS STRATEGY

• This module introduces the foundational and functional tools to better prepare students for the global business landscape. The objective of this module is to provide students with the necessary skills and knowledge about global strategy. It aims to enable students to identify and use key conceptual tools necessary to understand and work effectively in the global business environment. Students are expected to integrate their learnings and knowledge gained in prior modules in this final project.