Undergraduate Courses 2018-19

The dynamics of marketing within a social and ethical context; exploration and analysis of social issues affecting marketing managers' decision making; approaches to business marketing success in line with social accountability and relevance of the business firm.

Historical, cultural, psychological and economic perspectives on consumerism; the role of advertising and branding in influencing self-identity and consumerism; money, materialism, and happiness; managing personal finances.

The course provides an introduction to the logic and dynamics of mass media communications, with an emphasis on deconstructing the impact of traditional and emerging media on society and on marketing practice. Special attention is devoted to the digital revolution in challenging and transforming the principles and practices of mass media communication.

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.

This course deals with marketing of new product and product management. The topics include concept generation, concepts testing, and test marketing.

This course introduces the basic concept of retailing and its application in various retailing context. It will cover the major blocks of retailing, such as site-selection, display analysis, pricing and advertising strategies.

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.

Analysis of the environment and competitive market space; value analysis, creation, and development of value proposition; strategic options for the creation of a sustainable competitive advantage; attack, counter-attack, and defensive marketing strategies; direct-competitive marketing simulation used as a medium for exposure to the competitive nature of the marketing environment.

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.

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

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 4450 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. May be repeated for credits if different topics are taken.