Postgraduate Courses

Undergraduate courses marked with [BLD] or [SPO] may be offered in the mode of blended learning or self-paced online delivery respectively, subject to different offerings. Students should check the delivery mode of the class section before registration.

• MARK 5120

  Marketing Strategy and Policy

  [2-0-0:2]
  Exclusion(s)

  IMBA 5050

  Mode of Delivery

  [BLD] Blended learning

  Description

  Strategic marketing objectives and implementation of strategies through pricing, distribution channels, promotion and new-product decisions. This is a core course for MBA.

  Intended Learning Outcomes

  On successful completion of the course, students will be able to:

  • 1.
    Conduct a marketing environmental analysis and identify market opportunities that will be strategically fit with the company or organization.
  • 2.
    Identify and evaluate segments, and decide on the appropriate target(s) within a given market.
  • 3.
    Construct a persuasive value proposition and positioning statement for a given offering.
  • 4.
    Formulate marketing strategies and make strategic marketing decisions, including specific marketing mix strategies.
  • 5.
    Monitor and control strategic marketing plans.
  • 6.
    Make effective presentations of a company’s or organization’s marketing plan.
• MARK 5220

  The Art of War and Eastern Wisdom in Business Competition

  [1-0-0:1]
  Previous Course Code(s)

  MARK 6900E

  Description

  This course aims to explore and integrate the ancient Eastern wisdom into modern Western management science and apply to modern business competition. To achieve this goal, this course will use Sun Tzu's "The Art of War" as a vehicle to introduce the foundation of Eastern wisdom (Confucianism, Taoism, Buddhism) to management executives. Sun Tzu's "The Art of War " has proved to be a classic work on strategy, applicable to both military and business situation. This course is to crystallize some concepts and ideas put forth in "The Art of War" into a few business strategic principles and an innovative framework of 4Stop so that these can be more easily understood and applied.
• MARK 5260

  Luxury Strategy

  [2-0-0:2]
  Previous Course Code(s)

  MARK 6900K

  Description

  This intensive block week course addresses the unique properties, opportunities, and challenges of the luxury industry by studying issues relevant to the field in the various aspects of the business, from production and management to distribution and promotion. Students will have the unique opportunity to interact with senior executives from a renowned luxury brand as they feedback on students' research and recommendations, and guide them to understand their brand strategy and implementation.

  Intended Learning Outcomes

  On successful completion of the course, students will be able to:

  • 1.
    Recognize the unique properties, opportunities and challenges of the luxury industry
  • 2.
    Identify and analyze key issues specific to the luxury industry
  • 3.
    Apply marketing knowledge and strategy to solve issues at hand
• MARK 5275

  Retailing

  [2-0-0:2]
  Description

  This course discusses the retailing strategies that aim to foster a long-term win-win situation that benefits all players in the marketplace - consumers, retailers and manufactures. The primary focus of this course will be on understanding customers’ shopping behavior and developing retailing strategy with the understanding of why and how consumers buy. The topics we will cover provide a firm foundation in many dimensions of retailing, including merchandising, pricing, promotion and customer relationship management.
• MARK 5280

  Doing Business in China

  [2-0-0:2]
  Previous Course Code(s)

  MARK 528

  Prerequisite(s)

  MARK 5120

  Exclusion(s)

  MARK 6900B, MGMT 5520 (prior to 2016-17)

  Description

  This course will provide a high level overview on the operating environment in the China market today, and to underscore the challenges and solutions faced by company executives whose aim is to capture market opportunities in China. The course will begin with an overall understanding of the cultural background of today's Chinese consumers, address market entry obstacles peculiar to China, and focus on executional elements ranging from sales team management to distribution and supply chain options. The instructor will use case studies to facilitate learning from mistakes and best practices, and will draw on the instructor's personal experience and insights to enhance knowledge sharing.

  Intended Learning Outcomes

  On successful completion of the course, students will be able to:

  • 1.
    Apply practical knowledge of China specific management challenges, and build up a correct sense of balance between east and west value systems.
  • 2.
    Make responsible managerial decisions while adapting to local cultural environment.
  • 3.
    Perform effective evaluation of real world marketing and managerial issues, and solve problems with holistic solutions.
  • 4.
    Work in teams with a diverse background, and construct and present ideas under time pressure.
• MARK 5290

  Understanding Consumers

  [2-0-0:2]
  Prerequisite(s)

  MARK 5120

  Exclusion(s)

  MIMT 5310

  Description

  This course combines an in-depth exploration of consumer psychology with elements of advertising and marketing research, with the goal of enhancing students' understanding of marketing tactics and strategy.
• MARK 5300

  Pricing Strategy

  [2-0-0:2]
  Previous Course Code(s)

  MARK 6900W

  Description

  Students can learn practical tools to design pricing strategies from a marketing perspective and considers economic, strategic and psychological inputs in pricing decisions that are sustainable and generate profitable revenue streams. Through examples and case studies, it discusses the tools to assess consumer’s willingness to pay, and how this information can be used to improve pricing strategies. Other popular and innovative pricing tactics, such as customization, bundling, subscriptions, versioning, freemium, online auctions and revenue management will also be covered.
• MARK 5310

  Applied Marketing Research for Managers

  [2-0-0:2]
  Prerequisite(s)

  MARK 5120

  Exclusion(s)

  MIMT 5010

  Description

  Methods of structuring, analyzing and measuring major classes of marketing problems; quantitative aspects of demand, consumer reaction to product characteristics, advertising effectiveness, effectiveness of competitors' strategies.

  Intended Learning Outcomes

  On successful completion of the course, students will be able to:

  • 1.
    Translate management problems into tangible research questions
  • 2.
    Evaluate marketing research and identify the opportunities and potential limitations of it
  • 3.
    Design and implement a marketing research project
• MARK 5330

  Brand Management

  [2-0-0:2]
  Description

  The course provides students with an understanding of what brand equity is and then uses a structured approach for managing and leveraging it to gain competitive advantage. The emphasis is on actual decisions a manager makes and the long-term effects of these marketing actions on brand equity. Cases are used to demonstrate common types of pitfalls that must be avoided in order to build brand equity.
• MARK 5380

  Leveraging Digital/ Direct Marketing for Customer Acquisition and Retention

  [2-0-0:2]
  Previous Course Code(s)

  MARK 6900Y

  Description

  This course will present an in-depth analysis of digital/direct marketing, focusing primarily on the scientific foundations upon which this marketing discipline is built. Attention will be on various formulae that are used to predict probability of response, forecast potential profit, and inform testing and campaigning. Students will also learn the critical ingredients for success within developing creative positions and creating offers. The specific differences between digital/direct marketing and general marketing/advertising will also be highlighted.
• MARK 5390

  Global Marketing

  [2-0-0:2]
  Background

  Basic knowledge of marketing principles.

  Description

  We live in a dynamic, global marketplace. This course aims to introduce students to the essentials of global marketing management. We look at how global customers and firms behave and operate in the global marketplace as well as the strategies and tactics marketers can use to operate successfully in this global environment.
• MARK 5400

  Marketing Analytics

  [2-0-0:2]
  Background

  Basic understanding of marketing management, marketing research, and statistics

  Description

  The course will introduce the foundation of marketing analytics. It will first draw upon economics and marketing theories to understand why and where analytics are needed to solve marketing problems, and then introduce major applications, including customer analytics, product analytics, pricing analytics, and advertising analytics. The focus will be on the business logics and methodological principles behind the common applications.
• MARK 5410

  Seminar in Quantitative Modeling

  [3-0-0:3]
  Description

  Overview of the literature on modeling marketing phenomena.
• MARK 5420

  Behavioral Decision Theory

  [3-0-0:3]
  Previous Course Code(s)

  MARK 6900H

  Description

  This course is designed to familiarize students with a wide variety of issues related to consumer judgment and decision making. In addition to providing students with basic knowledge on behavioral decision theory, this course will provide rigorous training to students to generate their own research ideas that lead to projects that are doable and worth doing. The readings will be from Consumer Behavior/Marketing as well as the basic disciplines of Economics and Psychology.
• MARK 5430

  Digital Marketing

  [2-0-0:2]
  Description

  This course is designed to introduce students to the concepts and skills essential in digital marketing. This course focuses on the decisions that managers make and the tools that they use to support an effective digital marketing strategy. We try to answer questions such as the following: What is digital marketing? What makes for a good digital marketing strategy and what new tools can be used in digital marketing practice?
• MARK 5460

  Seminar in Consumer Behavior

  [3-0-0:3]
  Description

  Overview of selected topics in psychology and consumer behavior. Topics include perception, information processing, and attitude theory.
• MARK 5470

  Seminar in Consumer Behavior II

  [3-0-0:3]
  Description

  Overview of advanced topics in psychology and consumer behavior research. An information processing approach is used to help students develop expertise on a range of diverse topics such as attitude formation and change, culture, information processing, motivation and goals, emotion, consumer decision making.
• MARK 5500

  Sustainable Marketing

  [2-0-0:2]
  Background

  A basic grasp of marketing principles plus an interest in sustainability

  Description

  These days a critical question in companies’ boardrooms is no longer whether to become a good corporate citizen but how. Corporate social responsibility and sustainability have never been more prominent on corporate agendas than today. Marketing plays a vital role in sustainability. In this course, we explore the meaning of sustainability in a marketing context and how marketing can create value in such endeavors.
• MARK 5520

  Experimental Design and Analysis for Behavioral Research

  [3-0-0:3]
  Description

  This course is aimed at PhD students who intent to conduct experimental and quasi-experimental research in business (e.g., marketing, organizational behavior). The primary objective is to master the concepts and tools needed for collecting and analyzing behavioral data. In addition, the course provides an introduction to SAS, one of the most widely used statistical programming languages for manipulating and analyzing data.
• MARK 5530

  Smart Business Experiments and Causal Inference

  [2-0-0:2]
  Background

  Elementary knowledge of mathematics and statistics (including regression analysis)

  Description

  This course aims to teach students basic conceptions and methods for conducting causal estimations in business problems. The course will cover classical causal inference framework, and different methodologies that could be used in various settings, including randomized, quasi-, and natural experiments, and observation data.
• MARK 5560

  Marketing Communication

  [2-0-0:2]
  Description

  Marketing communication is a part of the marketing mix that establishes and builds relationships with the market through directly or indirectly --- informing, persuading, and reminding customers about their offering. This course is designed to help students develop an integrated marketing communication plan and evaluate its effectiveness.
• MARK 5577

  Business to Business Marketing

  [2-0-0:2]
  Description

  A comprehensive approach to Business to Business (B2B) marketing that includes specific practical applications as well as theoretical constructs necessary for successful outcomes in the B2B space. The course includes case studies, outside reading, and a group project requiring students to submit a B2B marketing plan for approval, giving students a real-world experience. Throughout the course, the emphasis is on current global best practices.
• MARK 5588

  Entrepreneurial Marketing

  [2-0-0:2]
  Background

  Either basic knowledge of marketing principles; and/or basic knowledge of entrepreneurship

  Description

  In the last decade, we have seen a significant increase in the number of startups being founded globally with their biggest challenges being growth and expansion. In this course, students will learn how to think entrepreneurially when it comes to marketing. The course will discuss topics such as business planning, building brand awareness and growth using strategic and innovative marketing approach. Whether students are looking to start their own business, join a startup, or join a corporation that values an intrapreneurial spirit, this course will teach them the essentials/basics they need to succeed.
• MARK 5688

  Marketing Strategy Simulation

  [2-0-0:2]
  Description

  This course draws upon knowledge participants acquired from various marketing courses. The course adopts an experiential learning approach using a marketing business simulation, a learning-by-doing mindset. Students will come as close to a real-world business environment as they can get in a classroom setting. Students will play the role of a marketing team of a firm and compete against other teams making a variety of marketing strategic and tactical decisions. Teams will have to develop a comprehensive, workable and successful marketing strategy, making use of a wide variety of marketing analytical tools to guide their environmental analysis and decision making. The simulation will stretch over several rounds. The course will be complemented with case analyses related to the topics covered in the simulation.
• MARK 5700

  Artificial Intelligence in Marketing

  [2-0-0:2]
  Previous Course Code(s)

  MARK 6901A

  Description

  This course will give students a high-level overview of Artificial Intelligence technologies, concepts, and business use cases related to Marketing. After the course, students will be able to identify and leverage AI to enhance and/or disrupt business models both within marketing functions and on a larger organizational level. We will also devote part of the course to explore how careers of marketing professionals may change in the future because of AI and get students to think about their professional development in a world where AI and human beings will inevitably work together.
• MARK 5710

  Analytical Modeling in Marketing

  [3-0-0:3]
  Previous Course Code(s)

  MARK 6900Z

  Description

  This course provides Marketing MPhil/PhD students with foundational knowledge in quantitative marketing, with a focus on analytical modeling. It will cover a range of theoretical topics including pricing, advertising, two-sided markets, consumer search and learning, and information design.
• MARK 6510

  Current Topics in Consumer Research

  [2-0-0:2]
  Description

  Advanced seminar covering current research and theory in consumer behavior and marketing. Topics will vary with the term, but may include areas related to consumer judgment and decision processes, attitude formation and change, reactions to advertising, consumer information procession, affective, motivational and cognitive determinants of consumer behavior, and cultural and individual differences in consumer behavior. May be repeated for credit. Graded P or F.
• MARK 6900-6910

  Special Topics

  [1-4 credit(s)]
  Description

  Study of selected areas in marketing knowledge and thought; topics may vary by term; individual projects and reports.
• MARK 6950

  Marketing Action Learning Project

  [2 credits]
  Description

  A team project that focuses on analyzing and solving a real-world marketing challenge within an organization (e.g., company, NGO). Students will develop marketing consulting experience, collaborate to produce a marketing report, and present their in-depth insights and recommended solutions to the sponsor.
• MARK 6960-6970

  Independent Study

  [1-4 credit(s)]
  Description

  Study of selected marketing issues under the supervision of a faculty member. (Special permission from the Associate Dean is required for MBA students to take this course.)
• MARK 6990

  MPhil Thesis Research
  Description

  Master's thesis research supervised by a faculty member. A successful defense of the thesis leads to the grade Pass. No course credit is assigned.
• MARK 7900

  Doctoral Seminar

  [2-4 credits]
  Description

  This seminar focuses on special topics in marketing; possible topics are measurement and structural equation modeling, agency theory, channel structures, diffusion modeling, group decision making, information processing, attribution theory, philosophy of science and categorization theory.
• MARK 7990

  Doctoral Thesis Research
  Description

  Original and independent doctoral thesis research. A successful defense of the thesis leads to the grade Pass. No course credit is assigned.