Marketing for Leaders 高管营销 (MBA516)

MBA516 Marketing for Leaders offers a comprehensive exploration of marketing, seamlessly integrating traditional strategies with emerging trends to address the demands of the modern business landscape. Beginning with an in-depth study of the foundational 6Ps and the segmentation, targeting, and positioning (STP) framework, it then examines consumer behaviour and the intricacies of social media marketing. Students will learn to build and manage a thriving social media ecosystem and tackle the unique challenges presented by digital transformations. The course will also introduce latest developments in marketing such as navigating the 'Phygital' spaces—where physical and digital experiences converge—and deploying strategic innovations for the burgeoning metaverse. Designed for executives, this course equips students with the necessary skills to lead marketing efforts that are both effective today and sustainable into the near future. MBA516高管营销课程全面探讨了市场营销的核心理念，结合传统策略与新兴趋势，以应对现代商业环境的多样化需求。课程从对基础的“6Ps”和“市场细分-目标市场选择-市场定位（STP）”框架的深入研究开始，逐步引导学生理解消费者行为及社交媒体营销的复杂性。学生将学习如何构建并管理一个蓬勃发展的社交媒体生态系统，以及如何应对数字化转型所带来的挑战。课程还将介绍市场营销领域的最新发展，如融合线上与线下体验的“物理+数字（Phygital）”空间，以及在元宇宙中进行策略创新的方法。本课程专为高管与未来领导者设计，旨在培养学生领导市场营销工作的能力，使其既能满足当下需求，又具备未来可持续发展的视野。

• Foundations of the 6Ps of Marketing 市场营销的6P基础
• Relevancy of the STP framework STP框架的当代表达与适用性
• Understanding Consumer Personality and Self-concepts 消费者人格与自我概念的理解
• Consumer Decision Making 消费者决策过程
• Foundations of Social Media Marketing 社交媒体营销基础
• Importance of a Social Media Ecosystem 社交媒体生态系统的重要性
• Challenges for Marketers in a Digital World 数字时代下营销者面临的挑战
• Strategies for Technology-Enabled Marketing 技术驱动型营销策略
• “Data is the New Oil” “数据即新石油”
• Foundations of Metamarketing 元营销基础
• Rise of the Phygital Natives “Phygital原住民”的崛起
• The Future of Marketing 市场营销的未来趋势

• Compose advanced marketing strategies that incorporate both foundational concepts and innovative practices to enhance market effectiveness and consumer engagement. 融合基础概念与创新实践，制定提升市场效果与消费者参与度的先进市场营销策略。
• Formulate dynamic approaches for segmenting and targeting markets that adapt to the changing digital landscape and consumer behaviours. 构建适应数字环境与消费者行为变化的市场细分与目标设定方法。
• Design analytical frameworks that enhance understanding of consumer decision-making processes in technology-driven environments. 设计分析框架，加强对技术驱动环境中消费者决策过程的理解。
• Propose methods for integrating emerging marketing technologies with traditional practices to meet contemporary challenges and opportunities. 提出方法整合新的营销技术与传统实务，应对当代挑战与机遇。
• Evaluate the impact of various digital marketing tools and techniques on achieving comprehensive marketing objectives. 评估各类数字营销工具和技术对实现整体营销目标的影响。
• Critique the balance between data utilisation in marketing and ethical considerations, emphasising consumer privacy and trust. 批判性分析数据在市场营销中的应用与伦理考量，强调消费者隐私与信任。
• Assess the effectiveness and challenges of new marketing platforms and technologies in creating immersive and engaging consumer experiences. 评估新型营销平台和技术在营造沉浸式、互动式消费体验中的成效与挑战。