Page 71 - FBA UG PROGRAMME HANDBOOK 2017

CIF2003 ELECTRONIC MARKETING 3 Credits
Synopsis :
This course covers several main aspects in electronic marketing (e-marketing). The first part explains the
foundations of online marketing while the second part expands further on e-marketing and planning
strategies. This part covers the comparison of traditional electronic tool with e-marketing tools where
appropriate examples are provided for online execution. The final part integrates e-marketing in the context of
marketing strategy specifically, investigating how (Product, Price, Promotion, Distribution and Customer
Relationship Management) can create value for consumers and businesses.

Course Pre-requisite(s) : None
Assessment Methods : Continuous Assessment : 50%, Final Examination : 50%

CIF3001 GLOBAL MARKETING 3 Credits
Synopsis :
This course offers a comprehensive analysis of the environmental forces that influence the global marketing
function. Students will acquire and develop knowledge of how the marketing mix is adapted to identify or
recognize and satisfy the needs of global and/or regional customer segments. The course covers four broad
topics: global marketing concept and issues, global environmental analysis, global marketing research and
strategic analysis, approaches of international market entry by firms, and design and management of a global
marketing mix.

Course Pre-requisite(s) : None
Assessment Methods : Continuous Assessment : 50%, Final Examination : 50%

CIF3002 HOSPITALITY MANAGEMENT 3 Credits
Synopsis :
This course provides an overview of the hospitality industry in terms of what constitutes the industry and the
functional departments involved in the management of hospitality organisations. It deals with the major
components that serve as the backbone ofthe industry which includes tourism, lodging/accommodation,
restaurants as well as non-commercial food services. The sub-components of hospitality industry will also be
presented such as clubs, theme parks and entertainment and catering and event management. The traditional
functions of management and how they can be applied in hospitality management situations are discussed.
Students will be exposed to trends/current issues in the industry and analyse situations related to hospitality.

Course Pre-requisite(s) : None
Assessment Methods : Continuous Assessment : 50%, Final Examination : 50%

CIF3003 INTEGRATED MARKETING COMMUNICATIONS 3 Credits
Synopsis :
This course introduces students to the concept and practices of integrated marketing communications,
analysis of the situations that are relevant to integrated marketing programmes and the communication
process. In addition, students will be exposed to the different types of marketing communication tools.
Monitoring, evaluation and control sum up the whole course.

Course Pre-requisite(s) : None
Assessment Methods : Continuous Assessment : 50%, Final Examination : 50%

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