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MARKETING

The Marketing competency is a critical component in the success or failure of business organisations. Amidst the dynamism of economics, political and the business landscape, it is imperative for business organisations to adopt, adapt and be adept in the latest trends and contemporary developments in the marketing discipline. Under the Executive Development Programme(EDP), participants will be exposed to current and latest issues as well as development in marketing relating to areas such as globalization, hospitality and tourism, technology, social media and supply chain, amongst others.

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For these EDP series, the three modules being offered under the Marketing competency are reflective of current topics, namely Global Marketing Strategies, Hospitality and Tourism Marketing and Digital and Social Media Marketing.

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Global Marketing Strategy

This executive education programme is designed to provide managers and executives with an overview of international marketing. It deals with aspects of marketing from an international perspective and prepares working professionals in dealing with foreign competitive situations and international opportunities. Topics include contemporary matters such as e-commerce and internet marketing as well as provide for practical hands-on exposure to marketing challenges faced by small and medium-sized businesses in undertaking international marketing.

Session 1 : Tuesday, 24 January 2017
Session 2 : Wednesday, 25 January 2017

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Hospitality and Tourism Marketing

This programme discusses the concepts and marketing strategies in the context of the hospitality and tourism industry. The unique features of marketing relating to Hospitality and Tourism Marketing are discussed in depth to facilitate development of the ideal marketing plan featuring conventional as well as contemporary products and services related to the sector. Focus is given to marketing the hotel and transportation industries as well as tourist attractions. The differences between the behaviour and the concepts of hospitality as an industry will also be discussed to ensure delivery of excellent customer service.

Session 1 : Tuesday, 31 January 2017
Session 2 : Wednesday, 1 February 2017

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Digital and Social Media Marketing

The challenge of generating traffic or attention through social media sites is the focus of the programme. Social media marketing centres on efforts to create content that attracts attention and encourages readers to share across social networks with the challenge being how to stand out amidst all the volume and clutter. The programme will also look into recording and measuring the resulting electronic word of mouth (eWoM) such as statements about an event, product, service, brand or company that consumers share via their Internet channels such as web sites, social networks, instant messages, news feeds.

Session 1 : Tuesday, 7 February 2017
Session 2 : Wednesday, 8 February 2016

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FACILITATOR

Assoc. Prof. Dr. Tih Sio Hong
Global Marketing Strategy

Tih Sio Hong (Dr.) is an Associate Professor at UKM-Graduate School of Business. She received her BBA from Universiti Kebangsaan Malaysia and MBA from Keele University, and Ph.D in marketing from University of Strathclyde, Scotland. She is involved in teaching, research and consultancy projects. She is a member of the Japan-ASEAN entrepreneurship development research team on entrepreneurship education and SME development in the ASEAN region.

Tuan Syed Uzair Syed Othman
Hospitality and Tourism Marketing

Master in International Business Administration, San Diego, USA in 1988. He began his career at the Institute of Strategic and International Studies(ISIS) before joining Malaysia Airlines in 1989 which include tenures as the Area Manager of Spain and Portugal as well as Northern Territory, Australia. Resigned in pursuit of an entrepreneurship career, he established and managed businesses in various industries including printing, publishing, retailing, trading, logistic management, information technology, advertising and marketing services. Currently, he is attached with Universiti Kebangsaan Malaysia as a consultant to the Graduate School of Business.

Dr. Wan Mohd Hirwani Wan Hussain
Digital and Social Media Marketing

Dr Wan Mohd Hirwani Wan Hussain Ph.D is a lecturer at Graduate School of Business, UKM as well as internet marketing entrepreneur. He specialises in technology transfers, commercialization of technology and law. He has practical exposes in technology transfer activity and commercialization of technology from university to the industry over recent years.

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