Page 301 - 2024.2025 - 澳門理工大學學士學位課程手冊 (電子書)

ENGLISH

Code Module Credits Duration Prerequisite(s)
YEAR 4 (Cont.)

MRKT4115 Web Marketing and E-Commerce 2 30 hrs ---
Attending this course will enable students to understand the differences between

traditional marketing and digital marketing; know the particularities of digital marketing
and e-commerce; understand and evaluate the efficiency of strategies used in developing
a web page; establish online communication strategies; be familiar with different digital
marketing and e-commerce tools; use, describe, and explain the various elements that
make up e-commerce infrastructure; and highlight the importance of the internet as an
essential tool for relational marketing.
MRKT4112 Market Research 2 30 hrs ---
This course aims to demonstrate the importance of market research as a tool for decision

making. In doing so it will analyse the major stages of market research: definition of the
problem and identifying objectives of the research; choice of method for data collection;
development of a questionnaire; sample selection; and the treatment and analysis of
results. This course aims at developing the following skills: knowing how to relate the
process of decision-making to the research; know about the design of market research;
understand the processes of data collection; know how to draft a questionnaire;
understand sampling techniques; and know and understand the basic processing and
analysis of data together with the application of statistical techniques.
MRKT4113 International Marketing 3 45 hrs ---
This course aims to raise students' awareness of the challenges of globalisation and the
importance of managing international marketing. In a globalised and "flat" world, the
competitiveness of companies, both nationally and internationally, requires adequate
knowledge and mastery of international marketing tools. Throughout the course, the
reasons for companies' internationalisation and the risks and obstacles to their
international expansion will be examined. The stages and procedures in the analysis and
selection of international markets will be analysed, as well as the possible modes of entry
into target markets. Simultaneously, the course addresses the process of defining and
implementing internationalisation strategies in their various aspects. Students will
become familiar with the management of international marketing in the domains of
planning, organisation, implementation, and control of strategies in foreign markets.
MGMT4112 Strategic Management 2 30 hrs ---
Well-executed strategic planning can enable organisations to foresee significant changes
in the environment and anticipate problem resolution. Throughout this module, the
following competencies are developed: being able to identify the needs of all
stakeholders and the best methodology for planning, developing, and evaluating strategy;
being able to translate strategic and operational objectives into plans and activities, and
then carry out the implementation of the strategic plan.
MGMT4113 Entrepreneurship and Innovation 2 30 hrs ---
Management

Innovation drives economic growth, societal well-being, and business competitiveness.
The introduction of new technologies, goods, services, new marketing, and organisational
strategies are essential for the survival and growth of new businesses. This course
provides comprehensive coverage of key topics in entrepreneurship and innovation
management. Students will be introduced to basic concepts in the field of
entrepreneurship and will become familiar with existing frameworks, tools, and best
practices for designing and implementing innovations.

294