Professional Diploma in Business Management

CEF Registered Course Code: 21F065421
CEF Registered Institution Code: 561

Marketing Management (12 hours)

Course Objective
Through this course, the students should cultivate their consciousness of Marketing
Management. Through studying theories and discussion cases, students should
develop their ability to formulate and apply Marketing strategies from the viewpoint of
Managers. Further, they should attain the basic ability to design Marketing activities,
work out Marketing strategies, organize and allocate Marketing staff, and coordinate
and control Marketing activities.

Course Outline

Part 1	Overview;
Part 2	Customer Value and Satisfaction Strategies;
Part 3	Marketing Strategy Planning;
Part 4	Competitive Strategy of Marketing;
Part 5	Marketing Management Process and Marketing Plan;
Part 6	Marketing Opportunity Analysis;
Part 7	Market Division and Selection of Target Markets;
Part 8	Product Positioning and Differentiation;
Part 9	Product Life Cycle and New Product Development;
Part 10	Decisions on Prices;
Part 11	Marketing Channel Management;
Part 12	Communication and Promotion Combination.

Strategic Management (12 hours)

Course Objective
The objective of this program is to provide a knowledge framework integrating various
management knowledge and skills for substantial decision-making for the students
who take all other courses covered by the training program.

Course Outline

Part 1	Introduction of Strategic Management;
Part 2	Strategic Management and Strategic Competitiveness;
	The External Environment: Opportunities, Threats, Industry Competition and Competitor Analysis;
Part 3	The Internal Environment; Resources, Capabilities and Core Competencies;
	Business-Level Strategies.
Part 4	Competitive Dynamics;
	Corporate-Level Strategy;
Part 5	Acquisition and Restructuring Strategies;
Part 6	Cooperative Strategy;
Part 7	Corporate Governance;
Part 8	Strategic Leadership.

Human Resource Management (12 hours)

Course Objective
This course is designed in compliance with the training targets of MBA and the actual situation of local students, as well as the current status of HR Management in local enterprises. It emphasizes the cultivation of comprehensive analysis and problem solving abilities. Students should learn HR Management is a business activity and its final aim is to realize the targets of enterprise. Students should be capable of using the learnt knowledge and skills in solving the actual human problems encountered when seeking existence and development by organizations.

Course Outline

Part 1	Overview;
Part 2	Job Analysis;
Part 3	HR Planning;
Part 4	Recruitment;
Part 5	Employee Training and Development;
Part 6	Manager Evaluation;
Part 7	Performance Assessment and incentive;
Part 8	Stress Management over Employees.