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MARK

Marketing

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.
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 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.
Intended Learning Outcomes
On successful completion of the course, students will be able to:
- 1.
  Identify the needs of consumers based on an in-depth understanding of their buying behavior.
- 2.
  Develop the market positioning of the retailer based on the analysis of the market environment and the preferences of target consumers.
- 3.
  Develop skills to build retailer brands that will prosper in the global marketplace.
- 4.
  Develop and implement retailing strategies in the digital marketplace.
- 5.
  Develop sustainable retailing strategies and develop a sense of social responsibility as a future market leader.
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.
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 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.
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 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.
Intended Learning Outcomes
On successful completion of the course, students will be able to:
- 1.
  Understand why brands matter
- 2.
  Develop successful brand development strategies
- 3.
  Measure and track brand performance
- 4.
  Configure brand architectures
- 5.
  Implement branding strategies through the marketing mix
- 6.
  Design strategies to grow and sustain brands
MARK 5380
Mastering D2C Marketing
[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.
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 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.
Intended Learning Outcomes
On successful completion of the course, students will be able to:
- 1.
  Assess market opportunities and challenges in the global marketplace.
- 2.
  Assess and address needs of global consumers.
- 3.
  Develop global marketing mix strategies.
- 4.
  Understand the nuances of marketing in emerging markets.
- 5.
  Comprehend the role and impact of sustainability on global marketing operations.
- 6.
  Appreciate the importance of being sensitive to the marketing environment of the host country.
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.
Intended Learning Outcomes
On successful completion of the course, students will be able to:
- 1.
  Understand why and where marketing analytics are needed.
- 2.
  Learn basic and some advanced regression methods.
- 3.
  Understand basic principles of predictive models.
- 4.
  Learn the principles of experimental method.
- 5.
  Understand basic applications like customer analytics, advertising analytics, product analytics, and pricing analytics.
MARK 5410
Seminar in Quantitative Modeling
[3-0-0:3]
Description
Overview 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 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.
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 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?
Intended Learning Outcomes
On successful completion of the course, students will be able to:
- 1.
  Gain digital consumer insights and solve real life digital marketing problems by analyzing digital marketing data, applying digital marketing tools, and developing a holistic digital marketing framework.
- 2.
  Provide segmentation, targeting, positioning, and branding strategy as a manager of digital marketing. Develop digital marketing plans based on the marketing environment.
- 3.
  Build brands that will prosper in the digital global marketplace. Skills include brand communication, social media planning, digital message strategy, public relations, crisis management, and brand research.
- 4.
  Develop and implement digital marketing strategies, including various pricing tools, product decisions, digital promotion strategy, online and offline channel coordination.
- 5.
  Create sustainable digital marketing strategies and develop a sense of social responsibility in the digital environment. Topics include consumer welfare, data privacy, online marketing fraud, digital green marketing.
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.
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 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.
Intended Learning Outcomes
On successful completion of the course, students will be able to:
- 1.
  Understand what constitutes environmental and social sustainability.
- 2.
  Comprehend why sustainable marketing is vitally important both to society and to a successful business strategy.
- 3.
  Understand how sustainability can drive a successful marketing strategy from the mission statement down to the strategy development and implementation.
- 4.
  See what drives consumer activism and what strategies companies can deploy to cope with consumer boycotts.
- 5.
  Grasp how sustainability can inform and improve marketing practices as an integral part of a competitive marketing plan.
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.
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 5530
Navigating Business Decisions with Data and Causality
[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.
Intended Learning Outcomes
On successful completion of the course, students will be able to:
- 1.
  Understand some common applications of causal inference in business problems.
- 2.
  Evaluate the validity and value of an experiment for causal analysis.
- 3.
  Collect appropriate observational data sets for causal analysis.
- 4.
  Design rigorous experiments to properly measure the causal impact of a given policy.
- 5.
  Identify appropriate methodology for conducting causal estimates using a given dataset and context.
- 6.
  Avoid expensive mistakes in their research work by using appropriate experimental design or methodologies.
- 7.
  Derive valuable insights from their causal research to improve business decision making.
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.
Intended Learning Outcomes
On successful completion of the course, students will be able to:
- 1.
  Explain the importance of marketing communication in marketing strategy.
- 2.
  Discuss the communication process to the core customers by establishing points of parity and points of differentiation for the brand.
- 3.
  Present the important issues in planning and evaluating integrated marketing communication.
- 4.
  Apply the appropriate marketing framework, theories and tools to plan, develop, and evaluate marketing communications.
- 5.
  Propose a complete marketing communication campaign.
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.
Intended Learning Outcomes
On successful completion of the course, students will be able to:
- 1.
  Enumerate and explain fully the key differences between Business to Consumer (B2C) and Business to Business (B2B) marketing.
- 2.
  Describe in detail the functions and roles of each actor in the Decision-Making Unit (DMU).
- 3.
  Quantify the importance and placement of ESG/DEI in B2B marketing.
- 4.
  Evaluate and quantify the role and significance of personal selling in B2B markets.
- 5.
  Create targeted communications strategy and tactics.
- 6.
  Execute pricing strategies and practices in B2B marketing.
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.
Intended Learning Outcomes
On successful completion of the course, students will be able to:
- 1.
  Understand what is entrepreneurship: launching and working at a startup – the opportunities and challenges.
- 2.
  Assess market opportunities and challenges in the global marketplace.
- 3.
  Build a strategic, scalable and sustainable marketing journey.
- 4.
  Use technology to build a sustainable and eco-friendly footprint.
- 5.
  Understand how marketing software (AI and data analytics) can enable quicker growth.
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.
Intended Learning Outcomes
On successful completion of the course, students will be able to:
- 1.
  Understand and know how to use marketing analytical tools.
- 2.
  Develop marketing strategies.
- 3.
  Realize the importance and possible impact of the external environment.
- 4.
  Develop a long-term thinking mindset.
- 5.
  Look at the “big picture” instead of being short-sighted.
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.
Intended Learning Outcomes
On successful completion of the course, students will be able to:
- 1.
  Build an understanding of the fundamental branches of AI and their applications in marketing.
- 2.
  Gain the ability to select what type of AI may be applicable to specific business use cases.
- 3.
  Develop an appreciation for the potential risks and ethical issues involved with the proliferation of AI in marketing and business in general.
- 4.
  Identify business skillsets and personal development goals which will allow them to adapt to jobs of the future in marketing.
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.
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 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.
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 6900-6910
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.
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 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.
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 6960-6970
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.)
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 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.
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 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.
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 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.
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.

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