Postgraduate Courses
MARK
Marketing
- MARK 5120Marketing Strategy and Policy[2-0-0:2]Previous Course Code(s)MARK 512Exclusion(s)IMBA 5050Mode of Delivery[BLD] Blended learningDescriptionStrategic 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 5220The Art of War and Eastern Wisdom in Business Competition[1-0-0:1]Previous Course Code(s)MARK 691L, MARK 6900EDescriptionThis 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.Intended Learning Outcomes
On successful completion of the course, students will be able to:
- 1.Identify the profound wisdom of the East and the competitive edge strategic thinking.
- 2.Integrate the ancient Eastern Wisdom into modern Western management science.
- 3.Apply the wisdom of the East into daily life and into any competitive environment.
- MARK 5260Luxury Strategy[2-0-0:2]Previous Course Code(s)MARK 6900KDescriptionThis 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 5270Pricing and Revenue Management in Asia[2-0-0:2]Previous Course Code(s)MARK 6900MDescriptionMuch of a firm's profit is determined by how it sets price and manages pricing. A company can create goods and services with tremendous economic value but fail if it sets price incorrectly and does not capture that economic value. Through relevant case studies and examples drawn from different parts of the world, this course will introduce students the concepts around setting the best price: economic value analysis, price elasticity, and pricing models and willingness to pay.Intended Learning Outcomes
On successful completion of the course, students will be able to:
- 1.Recognize different pricing models for setting the best price in a competitive environment.
- 2.Identify and avoid pricing pitfalls such as channel conflict, price wars, legal issues, etc..
- 3.Apply pricing techniques such as price segmentation and discrimination, pricing incentives and promotions to maximize profits.
- MARK 5280Doing Business in China[2-0-0:2]Previous Course Code(s)MARK 528Prerequisite(s)MARK 5120Exclusion(s)MARK 6900B, MGMT 5520 (prior to 2016-17)DescriptionThis 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 demonstrate 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 5290Understanding Consumers[2-0-0:2]Previous Course Code(s)MARK 529Prerequisite(s)MARK 5120Exclusion(s)MIMT 5310DescriptionThis 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.Intended Learning Outcomes
On successful completion of the course, students will be able to:
- 1.Identify key principles and concepts relating to consumer behavior.
- 2.Examine the available theory and research concerning the psychology of the consumer.
- 3.Design and develop an effective marketing mix for a product or service relying on in-depth knowledge of the consumers.
- MARK 5300Pricing Strategy[2-0-0:2]Previous Course Code(s)MARK 6900WDescriptionStudents 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.Intended Learning Outcomes
On successful completion of the course, students will be able to:
- 1.Apply the basic pricing frameworks in a competitive environment.
- 2.Design to derive consumers' willingness to pay and its role in pricing decisions.
- 3.Explain the impact of psychological factors on consumers' willingness to pay.
- 4.Recognize the role of ethics and legal issues in pricing decisions.
- MARK 5310Applied Marketing Research for Managers[2-0-0:2]Previous Course Code(s)MARK 531Prerequisite(s)MARK 5120Exclusion(s)MIMT 5010DescriptionMethods 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 5380Leveraging Digital/ Direct Marketing for Customer Acquisition and Retention[2-0-0:2]Previous Course Code(s)MARK 6900YDescriptionThis 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.Intended Learning Outcomes
On successful completion of the course, students will be able to:
- 1.Apply the various scientific formulae that form the foundation for digital/direct marketing, including predicting the probability of response.
- 2.Analyze and plan media in a marketing environment.
- 3.Create a strategic marketing plan for a digital/direct marketing campaign.
- 4.Gain insight into this functional specialty of marketing.
- 5.Lay a solid foundation of critical knowledge to pursue a career in marketing.
- 6.Gain a broad, and deep understanding of the power generated by media alone to change behavior, particularly as it relates to customer acquisition and retention.
- 7.Objectively critique digital/direct marketing campaigns/executions and judge their probability of success/failure.
- 8.Understand the best application of market research to digital/direct marketing campaigns.
- MARK 5410Seminar in Quantitative Modeling[3-0-0:3]Previous Course Code(s)MARK 541DescriptionOverview of the literature on modeling marketing phenomena.Intended Learning Outcomes
On successful completion of the course, students will be able to:
- 1.Demonstrate a broad based knowledge of problems in the field of marketing in order to propose solutions.
- 2.Integrate functional knowledge to solve marketing-related problems.
- MARK 5420Behavioral Decision Theory[3-0-0:3]Previous Course Code(s)MARK 6900HDescriptionThis 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.Intended Learning Outcomes
On successful completion of the course, students will be able to:
- 1.Recognize a wide variety of issues related to consumer judgment and decision making.
- 2.Generate students’ own research ideas that lead to projects that are doable and worth doing.
- 3.Generate interesting questions about consumer decision making.
- MARK 5430Digital Marketing[2-0-0:2]DescriptionThis 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 5460Seminar in Consumer Behavior[3-0-0:3]Previous Course Code(s)MARK 546DescriptionOverview of selected topics in psychology and consumer behavior. Topics include perception, information processing, and attitude theory.Intended Learning Outcomes
On successful completion of the course, students will be able to:
- 1.Demonstrate an ability to explain specific areas in the marketing literature in order to differentiate and critique the literature.
- 2.Design research to solve marketing-related problems in an innovative fashion that applies their specialized knowledge.
- MARK 5470Seminar in Consumer Behavior II[3-0-0:3]DescriptionOverview 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.Intended Learning Outcomes
On successful completion of the course, students will be able to:
- 1.Demonstrate an ability to explain specific areas in the marketing literature in order to differentiate and critique the literature.
- 2.Design research to solve marketing-related problems in an innovative fashion that applies their specialized knowledge.
- MARK 5520Experimental Design and Analysis for Behavioral Research[3-0-0:3]Previous Course Code(s)MARK 552, MARK 690VDescriptionThis 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.Intended Learning Outcomes
On successful completion of the course, students will be able to:
- 1.Demonstrate an ability to explain specific areas in the marketing literature in order to differentiate and critique the literature.
- 2.Design research to solve marketing-related problems in an innovative fashion that applies their specialized knowledge.
- 3.Present their discipline knowledge, teach independent courses, and/or lead discussion sessions effectively.
- 4.Present their discipline knowledge clearly to layman.
- MARK 5710Analytical Modeling in Marketing[3-0-0:3]Previous Course Code(s)MARK 6900ZDescriptionThis 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.Intended Learning Outcomes
On successful completion of the course, students will be able to:
- 1.Understand basic marketing theories.
- 2.Develop intuitions for important models.
- 3.Evaluate research papers with analytical models.
- MARK 6510Current Topics in Consumer Research[2-0-0:2]Previous Course Code(s)MARK 651DescriptionAdvanced 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.Intended Learning Outcomes
On successful completion of the course, students will be able to:
- 1.Demonstrate an ability to explain specific areas in the marketing literature in order to differentiate and critique the literature.
- 2.Demonstrate a broad based knowledge of problems in the field of marketing in order to propose solutions.
- MARK 6900-6910Special Topics[1-4 credit(s)]Previous Course Code(s)MARK 690-691DescriptionStudy of selected areas in marketing knowledge and thought; topics may vary by term; individual projects and reports.Intended Learning Outcomes
On successful completion of the course, students will be able to:
- 1.Demonstrate an ability to explain specific areas in the marketing literature in order to differentiate and critique the literature.
- 2.Demonstrate a broad based knowledge of problems in the field of marketing in order to propose solutions.
- MARK 6950Marketing Action Learning Project[2 credits]DescriptionA 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.Intended Learning Outcomes
On successful completion of the course, students will be able to:
- 1.Identify marketing opportunities and challenges
- 2.Gather in-depth consumer and market insights
- 3.Come up with effective marketing recommendations
- 4.Sharpen their team-work and communication skills
- 5.Develop marketing strategies and tactical solutions based on market intelligence
- MARK 6960-6970Independent Study[1-4 credit(s)]Previous Course Code(s)MARK 696-697DescriptionStudy 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.)Intended Learning Outcomes
On successful completion of the course, students will be able to:
- 2.Demonstrate a broad based knowledge of problems in the field of marketing in order to propose solutions.
- MARK 6990MPhil Thesis ResearchPrevious Course Code(s)MARK 699DescriptionMaster's thesis research supervised by a faculty member. A successful defense of the thesis leads to the grade Pass. No course credit is assigned.Intended Learning Outcomes
On successful completion of the course, students will be able to:
- 1.Demonstrate an ability to explain specific areas in the marketing literature in order to differentiate and critique the literature.
- 2.Demonstrate a broad based knowledge of problems in the field of marketing in order to propose solutions.
- 3.Design research to solve marketing-related problems in an innovative fashion that applies their specialized knowledge.
- 4.Present their discipline knowledge and lead discussion sessions effectively.
- 5.Present their discipline knowledge clearly to layman.
- MARK 7900Doctoral Seminar[2-4 credits]Previous Course Code(s)MARK 790DescriptionThis 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.Intended Learning Outcomes
On successful completion of the course, students will be able to:
- 1.Demonstrate an ability to explain specific areas in the marketing literature in order to differentiate and critique the literature.
- 2.Demonstrate a broad based knowledge of problems in the field of marketing in order to propose solutions.
- MARK 7990Doctoral Thesis ResearchPrevious Course Code(s)MARK 799DescriptionOriginal and independent doctoral thesis research. A successful defense of the thesis leads to the grade Pass. No course credit is assigned.Intended Learning Outcomes
On successful completion of the course, students will be able to:
- 1.Demonstrate an ability to explain specific areas in the marketing literature in order to differentiate and critique the literature.
- 2.Demonstrate a broad based knowledge of problems in the field of marketing in order to propose solutions.
- 3.Design research to solve marketing-related problems in an innovative fashion that applies their specialized knowledge.
- 4.Present their discipline knowledge and lead discussion sessions effectively.
- 5.Present their discipline knowledge clearly to layman.
