This course is designed to help students acquire the necessary knowledge and skills to achieve service excellence in an organization. The course materials are equally applicable to organizations in service industries (e.g., banks, transportation companies, hotels, hospitals, educational institutions, professional services, telecommunication, etc.) and to organizations that depend on service excellence for competitive advantage. It considers service excellence as a corporate strategic vision and views effective service strategy from an integrative perspective that covers customers, employees, and operations. The course covers: understanding and managing customer expectations and evaluations of services; designing services that meet or exceed customer expectations; delivering and performing quality services through people and operations; pricing of services; managing customer complaints and service recovery; and building & managing customer relationship. Students will also learn effective services marketing and management tools such as service audit through gap analysis, service quality survey, customer satisfaction survey, and service blueprinting.

This course aims to help students gain an overall understanding of how to develop and manage innovations and new products. The course introduces theories of diffusion of innovations, determinants of successful and unsuccessful new products, and consumer perceptions of innovations and new products at different levels of innovativeness. Building on these theoretical perspectives, the course further introduces a systematic new product development (NPD) process from idea generation to concept testing. Students will learn and apply qualitative and quantitative techniques related to innovation and new product development and management in this course.

This course is aimed at bridging the academic world and the business world. Indeed, “branding” is an extensively researched topic and also a day-to-day management subject. Throughout the course, the concept of branding will be thoroughly examined in a holistic manner. The contemporary literatures on branding strategy will be frequently referenced, balanced by an interpretation of the instructor’s practical experience. Case studies from a global as well as Asian perspective will be cited in order to provide students with relevant insights to brand management in their work place. This course combines the most critical theories as well as the most current marketing topics including “branding in the digital age” and “brand management during economic turmoil” and “CSR and sustainability”.

This course approaches the integrated marketing communication (IMC) as a cross-functional process for creating profitable relationships between customers and corporations. It focuses on how firms can strategically design and execute messages to consumers and general public. It also examines ways for firms to engage and encourage dialogues with consumers through different digital media. Participants will learn how best to integrate marketing communication elements (advertising, social media, public relations, sales promotion, event marketing, direct marketing, and selling) to enhance brand loyalty and advance firm successes. It will cover theoretical framework, firm practices as well as cases to help participants learn how to develop effective IMC plans.

This course provides students with a systematic and step-by-step guide to the application of theoretical frameworks to the effective design and implementation of global marketing activities across national boundaries and within foreign countries. The course shows students how they can easily make use of publicly available databases to understand different markets in a global context. Without the requirement of any prior sophisticated knowledge in statistics, students will learn how they can gain deep insights into global marketing decision making through easy-to-implement data search and basic data analysis. Real-world marketing cases and examples will be discussed to help students understand how they can make theory-inspired and data-informed decisions regarding market selection and marketing mix design.

Entrepreneurship is both an exciting and a big topic. This course aims to provide an overview of the entrepreneurship process by focusing on new venture creation from idea generation, building compelling business model and entrepreneurial marketing. While traditional marketing is defined by customer orientation, entrepreneurial marketing is defined by customer development and innovation orientation. Students will learn how entrepreneurs should interact with potential customers with activities like designing minimum viable products and conducting customer development and validation process.

The FinTech movement is considerably changing the financial sector. In particular, there has been considerable disruptions in retail banking & consumer finance coming from technology companies, the “TechFins”, and from traditional financial institutions, the “FinTech”. These efforts have helped to give access to financial services in un- and under-banked consumers, provided novel products and services to mature markets, and helped build financial access across borders. This course looks at how technological advances and regulatory policies have created opportunities in different markets, with an emphasis in China, Asia, ASEAN, and the region. We will discuss how retail banking & consumer financial products and services including microfinance, peer-to-peer lending, crowd-funding, digital payments, digital banking, and insurance are being affected, and, at times, disrupted, by Big Data, AI, blockchains/cryptocurrencies, and smartphones. Furthermore, the course looks at how these omni-channel and technology-based approaches are fundamentally changing consumer behavior of banked, un-bankable, and under-banked consumers. We will also look at the direct and unexpected societal and economic impact of these innovations. Students will get hands-on experience with credit scoring using non-traditional data. Finally, teams will create their own blockchain of their own design.

The strategic management of customer relationships is a critical activity for all enterprises. In this course, an understanding of customer equity in various parts of the enterprise will lead to customer management strategy development incorporating elements of segmentation and differential marketing (data-driven marketing), key measurement areas such as churn rate, the use of customer satisfaction survey and Net Promoter Score (NPS), and determining Customer Lifetime Value (CLV). Further sessions will explore the profitability of customer retention, the effectiveness of win-back, and modern customer management methods and tools with the associated data privacy and security requirements. This course will also include the leadership elements required to develop an enterprise-wide customer-centric approach to maximising customer value.

More than ever, corporations are engaging the larger community with policies and procedures in pursuit of corporate social responsibility (CSR) and environmental, social and corporate governance (ESG). Using a case-based approach, this course will focus on the experiences of companies that have used such strategies successfully – and unsuccessfully. Students will analyse different models of social purpose, examine case studies to test assumptions and find the winning solutions for companies’various stakeholders. By studying the criteria and standards of evidence developed to measure the true social impact of an organization, they will identify the Sustainable Development Goals (SDGs) and Environmental Social and Governance Criteria (ESG) to accurately assess an organisation’s inputs, outputs, and impact. Students completing this course will have a clearly defined understanding of purpose in an organization and how to contribute to successful implementation.

This course examines the opportunities and challenges that contemporary managers confront when conducting business across national borders. It addresses the complex environment of international business with respect to economic, social, cultural, political, and legal institutions. Special attention will be given to examine how these institutions shape business operations in the global market. Throughout this course, we will also highlight some of the drivers of global macroeconomic development and its impact on international business.

This course focuses on marketing strategies and emerging issues in platform business models and the sharing economy. It covers the special features, pricing, customer acquisition and management, trust building, ecosystem and governance of such business models. The course also analyzes the business models of representative firms in several key sectors — lodging, ride-hailing, e-commerce, office sharing, and online travel — and the future trends of platform business models and the sharing economy. In addition to qualitative analysis, this course also discusses how data analytics are applied in these businesses and the special skills needed for such business models. This course combines lectures, HBS case studies, hands-on exercises, and student group project presentations.

This course provides a comprehensive understanding of B2B marketing strategies and tactics for MSc Marketing students. Through a mix of lectures, case studies, discussions, and assignments, students will gain the knowledge and skills to develop and implement effective B2B marketing campaigns.

Corporate Communications has become an indispensable function of modern organizations. Developed and conducted by an award-winning industry veteran, this Corporate Communications course is designed to provide students with both a strategic framework and hands-on understanding in what it takes to manage an organisation’s corporate reputation.

Through a combination of case analysis, readings, discussions and scenario responses, students would be able to gain a solid understanding of the latest Corporate Communications function and build the essential corporate communications skills relevant to the 21st century world.

This course is designed to equip students with the knowledge and skills necessary to navigate the complex landscape of public affairs and corporate communications within the public sector. It emphasizes the critical role of effective communication in areas such as policy influence, public service operations, reputation management, and crisis management during fast-paced situations.

Sport not only can boast international mass appeal drawing global audiences and participants, but also foster cultural exchange and business collaborations among people or organizations of diverse culture and business nature. While many organizations have integrated ‘sport’ or ‘athlete’ in their strategic marketing/ branding strategies or ESG programmes, sports world provides a perfect platform for students to put their marketing knowledge into practice. This course will share numerous examples and cases of sports marketing and business collaboration aiming to provoke insights and creative ideas for the development of marketing strategies when students are working with local or multinational corporations.

This course dives deep into the increasing important creative and entertainment business. We will explore the marketing strategy contributing to the success of creative products, including effective marketing, a unique selling proposition, and psychology of consuming entertainment products. More importantly, we will reveal the blockbuster strategy that have been widely used in creative industries (e.g. music and films), discuss in depth how the technology and innovations have shaped and challenged the global creative business, and generalize the insights into other industries, such as retailing and social media.