Undergraduate Courses 2024-25
MARK
Marketing
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 1220Marketing and Society3 Credit(s)Exclusion(s)CORE 1360DescriptionThis course will challenge the dynamics of marketing and the role it now plays within a social, sustainable and/or ethical context, in industries like Fashion, Food, Cigarettes and Alcohol, Social Media, NFT’s, E-Sports and Recycling. We explore and analyze current social issues affecting marketing decisions within the context of business strategy. This course aims to help students understand the dynamics of marketing decision-making and the impact these decisions have on society's well-being/"bad-being". Students should be able to: (i) appreciate the variety of social, political and economic forces affecting marketing organizations at the global and local level; (ii) identify/analyze current public issues in the interplay between marketing and society, such as advertising to children, junk food, and climate change; (iii) critically evaluate the debates around the ethical responsibilities of marketers; (iv) apply the above learning to real world cases. Students will gain the ability to apply basic theoretical and analytical frameworks to real world marketing problems and cases and reflect on their own behavior and experiences as consumers.
- MARK 1230Consumerism and Happiness3 Credit(s)Exclusion(s)CORE 1361DescriptionWe live in an age where consumption seems to be increasing without bounds, resulting in a consumeristic lifestyle. However, the question on whether increasing consumption results in happiness has remained very relevant with the passage of time. This course will examine the historical, cultural, psychological, religious, and economic perspectives on consumerism and the role of marketing in influencing a person’s self-identity and consumption attitudes. It will also examine how consumerism affects things that are important to many-- including personal finances, time with family and friends, the environment, and economic growth. The course will also look at how business, government and non-governmental organizations attempt to manage consumerism in their policies and strategies.
- MARK 2120Marketing Management3 Credit(s)DescriptionIntroduction 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.
- MARK 3220Marketing Research4 Credit(s)Prerequisite(s)MARK 2120DescriptionBasic research tools and procedures used in marketing research, and strategic uses of marketing research information in managerial decision making.
- MARK 3410Promotion and Advertising Management4 Credit(s)Prerequisite(s)MARK 2120DescriptionMajor aspects of promotion, with emphasis on advertising: setting of advertising objectives, strategies, tactics, choice of media, budget determination and measuring advertising effectiveness.
- MARK 3420Consumer Behavior4 Credit(s)Prerequisite(s)MARK 2120DescriptionPsychological 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.
- MARK 3430Global Marketing4 Credit(s)Prerequisite(s)MARK 2120Mode of Delivery[BLD] Blended learningDescriptionUnderstanding 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.
- MARK 3460Retailing4 Credit(s)Prerequisite(s)MARK 2120DescriptionThis 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.
- MARK 3470Services Marketing4 Credit(s)Prerequisite(s)MARK 2120Exclusion(s)ISOM 3740DescriptionThe 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.
- MARK 3480Pricing Strategy4 Credit(s)Prerequisite(s)MARK 2120DescriptionThis 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.
- MARK 3510Business to Business Marketing4 Credit(s)Prerequisite(s)MARK 2120DescriptionThe 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.
- MARK 3520Competitive Positioning4 Credit(s)Prerequisite(s)MARK 2120Corequisite(s)MARK 3220 AND MARK 3420Mode of Delivery[BLD] Blended learningDescriptionAnalysis 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.
- MARK 3610Digital Marketing4 Credit(s)Prerequisite(s)MARK 2120DescriptionDigital Marketing has reshaped the consumer landscape, and it is offering business new challenges and opportunities. In this course, students will learn important concepts related to digital marketing, factors that facilitate effective digital marketing initiative, and a consumer-centric approach to develop marketing plans. Students will also have hands-on experiences with web analytics and other real-life examples.
- MARK 3620Marketing Analytics4 Credit(s)Previous Course Code(s)MARK 4290IPrerequisite(s)MARK 2120 AND ISOM 2500DescriptionThis course develops the foundation and integrated framework for understanding marketing analytics. It introduces major applications of data analytics in marketing, including customer analytics, product analytics, pricing analytics, and advertising analytics.
- MARK 4210Strategic Marketing4 Credit(s)Prerequisite(s)MARK 2120, MARK 3220 and MARK 3420DescriptionDeveloping 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.
- MARK 4290Special Topics0-4 Credit(s)Prerequisite(s)MARK 2120DescriptionSelected topics in current marketing thought and practices; topics vary from semester to semester.
- MARK 4450Brand Management4 Credit(s)Prerequisite(s)MARK 2120DescriptionThis 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.
- MARK 4980Independent Study2-4 Credit(s)DescriptionDirected study of selected problems in marketing not covered in other courses. May be repeated for credits if different topics are taken.
