Undergraduate Courses 2017-18

Firms today have access to more data about the environment and consumer behavior than ever before. Managers then are in a better position to improve marketing decision making. The goal of this course is to help students develop the expertise to analyze market data, identify marketing opportunities, and develop marketing operational plans. Using market simulations and related exercises tied to PC-based computer software, students will develop problem-solving skills for various marketing problems.

Introduction to marketing from the perspective of the decision-maker; controllable variables (product, price, promotion and distribution), uncontrollable variables (competition, law, society, technology, and economy), consumer behavior and marketing research.

Basic research tools and procedures used in marketing research, and strategic uses of marketing research information in managerial decision making.

Major aspects of promotion, with emphasis on advertising: setting of advertising objectives, strategies, tactics, choice of media, budget determination and measuring advertising effectiveness.

Psychological concepts such as perception, learning and motivation, sociological concepts such as reference groups, family and culture and theories of purchase decision processes underlying consumer buying behavior.

Understanding the formulation of international/multinational marketing strategy; factors influencing international trade, assessment of market potential, threats and opportunities in the international market environment, global marketing activities.

The development of marketing strategy for a variety of service businesses including: the traditional marketing mix (4 P's) and the management of the service encounter, i.e., the interface between the service firm and the consumer.

This course is designed to deepen understanding of pricing issues which marketing managers may face under some degree of market power. The course will develop basic pricing theories and concepts from economics and marketing and present managerial implications for decision making.

The fundamental character of business markets and the decision-making nature of organizational customers; different approaches to business marketing, as typified in the relationships between buyers and sellers, and built around the concept of value; current trends changing the face of business-to-business marketing; critical analysis and problem-solving with respect to business market management.

Developing a comprehensive and integrated framework for directing and managing the marketing functions of a company; methods to analyze marketing opportunities, assess competitive advantages and forecast market changes.

For year 3 students only. This course covers both normative and psychological aspects of decision making with specific reference to marketing decisions. The topics include utility and value assessment, and biases in choices and judgments.

Selected topics in current marketing thought and practices; topics vary from semester to semester.

The concept of CRM becomes more and more popular in the business world. This course introduces students to the basic theories and methodology of customer relationship management. Special emphasis is placed on customer life value and technological tools for enhancing customer relationships. Topics will cover the methodological issues in the customer life cycle: market segmentation, customer acquisition, basket analysis and cross-selling, customer retention and loyalty. Students will have hands-on experience on popular analytical CRM and data mining tools which are widely used in the industry. With the help of the state-of-the-art and easy-to-use tools, no technical or statistical background is required to take this course.

This course is designed to help students develop a practical understanding of the tools, rules, and strategies of brand management. By the end of the semester, students will be able to assess critical aspects of a branding strategy such as: how to introduce and name new products; how to interpret brand performance; and how to manage a brand over time, product categories, and geographical markets. MARK 345 is intended for individuals considering careers at senior levels of corporate management or as consultants in strategy firms, ad agencies, and market research companies.

Directed study of selected problems in marketing not covered in other courses.