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APPENDIX - Details of Elective Courses

COURSE TITLE Digital Marketing
COURSE CODE CQC7060
At the end of the course, students are able to:
1. Determine the role and importance of digital marketing in a rapidly
changing business environment.
LEARNING 2. Analyse the various strategic approaches to digital marketing.
OUTCOMES 3. Measure the effectiveness of digital marketing campaign on
company’s strategy.
4. Form a marketing campaign using digital platforms such as social
media, blogs/vlogs and content marketing.
This course introduces digital media marketing by covering all the major
SYNOPSIS digital platforms including social media. Students will also learn how the
effectiveness of digital media marketing campaigns can be measured.

COURSE TITLE Services Marketing

COURSE CODE CQC7025
At the end of the course, students are able to:
1. Compare the characteristics of services and their impacts on
marketing strategies for services.
LEARNING 2. Demonstrate the elements of services marketing mix and relevant
OUTCOMES
tools in developing strategies for service organisations.
3. Identify the challenges faced by service organisations/professionals.
4. Develop a situational analysis of contemporary issues in services.
Understanding the field of services marketing is a pre-requisite for those
who want to pursue careers in both private and public sectors. Since
services possess several unique characteristics that require a distinctive
approach to its marketing strategy, this course provides students the
understanding of service offerings, their customers and markets. The
SYNOPSIS
rapid diffusion of technology has also created new forms of services that
offer opportunities for organisations to engage with customers. Therefore,
this course extends the marketing concepts and models and adapts them
in the context of services. It also discusses the application of services
marketing mix and the relevant tools in developing strategies.

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