Undergraduate Courses 2025-26

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 1220

  Marketing and Society

  3 Credit(s)
  Exclusion(s)

  CORE 1360

  Description

  This 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.

  Intended Learning Outcomes

  On successful completion of the course, students will be able to:

  • 1.
    Identify and analyze current public issues in the interplay between marketing and society, such as fast fashion, junk food, and climate change
  • 2.
    Identify, explain and evaluate the variety of social, political and economic forces affecting marketing organizations at the global and local level
  • 3.
    Critically evaluate the debates around the ethical and social responsibilities of marketers
  • 4.
    Apply the above learning to real world cases and situations
• MARK 1230

  Consumerism and Happiness

  3 Credit(s)
  Exclusion(s)

  CORE 1361

  Description

  We 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.

  Intended Learning Outcomes

  On successful completion of the course, students will be able to:

  • 1.
    Identify and explain key societal and behavioral issues related to consumerism and happiness
  • 2.
    Explain consumerism from different social scientific approaches
  • 3.
    Make better decisions related to material possessions and personal finances
  • 4.
    Explain how organizations may address the issue of consumerism in the conduct of their business
• MARK 2120

  Marketing Management

  3 Credit(s)
  Description

  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.

  Intended Learning Outcomes

  On successful completion of the course, students will be able to:

  • 1.
    Acquire an understanding of basic marketing concepts.
  • 2.
    Understand the strategic role of marketing.
  • 3.
    Describe elements of the marketing mix and explain how they contribute to marketing strategy.
  • 4.
    Identify and address the key decisions facing marketing managers.
  • 5.
    Analyze market data to identify opportunities, Formulate market strategy, and interpret their implications for strategic planning.
  • 6.
    Demonstrate a global outlook and an understanding of cultural diversity.
  • 7.
    Apply business concepts and theories to make proper business decisions in real-life settings.
• MARK 3220

  Marketing Research

  4 Credit(s)
  Prerequisite(s)

  MARK 2120

  Description

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

  Intended Learning Outcomes

  On successful completion of the course, students will be able to:

  • 1.
    Evaluate the effectiveness of marketing research in improving marketing outcomes and explain the role of marketing research in segmentation, targeting, positioning, and other marketing functions.
  • 2.
    Describe the process of conducting a marketing research project.
  • 3.
    Develop research skills to conduct common types of market research.
• MARK 3410

  Promotion and Advertising Management

  4 Credit(s)
  Prerequisite(s)

  MARK 2120

  Description

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

  Intended Learning Outcomes

  On successful completion of the course, students will be able to:

  • 1.
    Acquire an understanding of the marketing communication process.
  • 2.
    Understand the role of promotion and advertising in strategic marketing.
  • 3.
    Analyze and evaluate the key issues involved in planning and assessing integrated marketing communications strategies.
  • 4.
    Apply the appropriate theories and tools to plan, develop, and evaluate marketing communications.
  • 5.
    Design and implement a strategic marketing communication campaign through applied, hands-on experience.
  • 6.
    Apply business concepts and theories in making proper business decisions in real-life Settings.
• MARK 3420

  Consumer Behavior

  4 Credit(s)
  Prerequisite(s)

  MARK 2120

  Description

  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.

  Intended Learning Outcomes

  On successful completion of the course, students will be able to:

  • 1.
    Demonstrate a thorough understanding of the mental processes that guide consumer perceptions, attitudes, memory, and choices.
  • 2.
    Analyze how these processes might differ as a consequence of social, cultural, and group influences.
  • 3.
    Apply this knowledge to generate integrated and effective marketing strategies and tactics.
  • 4.
    Forumulate recommendations if needed for public policy to protect consumer rights.
• MARK 3430

  Global Marketing

  4 Credit(s)
  Prerequisite(s)

  MARK 2120

  Mode of Delivery

  [BLD] Blended learning

  Description

  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.

  Intended Learning Outcomes

  On successful completion of the course, students will be able to:

  • 1.
    Analyze the global business environment—including economic, cultural, and legal-political factors—and apply these insights to the development of effective marketing strategies and tactics.
  • 2.
    Assess and address the needs of global consumers.
  • 3.
    Demonstarte an ability to prepare go-to-market strategies for new markets.
  • 4.
    Develop targeting and positioning strategies in a global environment.
  • 5.
    Develop and formulate global marketing mix strategies and tactics.
  • 6.
    Understand the challenges of marketing operations in emerging markets.
  • 7.
    Comprehend the role and impact of sustainability on global marketing operations.
• MARK 3460

  Retailing

  4 Credit(s)
  Prerequisite(s)

  MARK 2120

  Description

  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.

  Intended Learning Outcomes

  On successful completion of the course, students will be able to:

  • 1.
    Understand the concept of retailing from a customer-centric perspective.
  • 2.
    Analyze customers’ shopping behavior to inform retail strategies.
  • 3.
    Develop effective retailing strategies based on consumer buying motivations.
  • 4.
    Evaluate key topics such as in-store space management, pricing, and promotion.
  • 5.
    Gain insights relevant to careers in retail, wholesaling, manufacturing, advertising, and logistics. Explain and evaluate career opportunities in retail, wholesaling, manufacturing, advertising, and logistics.
  • 6.
    Build a foundational knowledge of merchandising, pricing, promotion, and site selection in retailing. Describe and explain the fundamental concepts of merchandising, pricing and promotion in retailing.
• MARK 3480

  Pricing Strategy

  4 Credit(s)
  Prerequisite(s)

  MARK 2120

  Description

  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.

  Intended Learning Outcomes

  On successful completion of the course, students will be able to:

  • 1.
    Apply the Value Based Pricing Framework to formulate pricing decisions.
  • 2.
    Understand how to estimate consumers’ willingness to pay and its role in pricing decisions.
  • 3.
    Explain the impact of psychological factors on consumers’ willingness to pay.
  • 4.
    Understand the role of price segmentation in developing pricing strategies, such as promotions, versioning, bundling, and subscriptions.
  • 5.
    Understand the role and effectiveness of innovative pricing strategies, such as revenue management, freemiums, and online auctions.
  • 6.
    Understand the role of ethics and legal issues in pricing decisions.
• MARK 3510

  Business to Business Marketing

  4 Credit(s)
  Prerequisite(s)

  MARK 2120

  Description

  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.

  Intended Learning Outcomes

  On successful completion of the course, students will be able to:

  • 1.
    Understand the nature, structure, and distinguishing characteristics of business-to-business markets.
  • 2.
    Develop and apply a framework to analyse organizational buying behavior across commercial, enterprises (large and small) as well as government, and institutional buyers.
  • 3.
    Apply demand analysis and segmentation techniques to the business market.
  • 4.
    Develop effective sales and marketing strategies and tactics in product and service management, pricing, promotion, distribution, and sales to take advantage of business marketing opportunities.
• MARK 3610

  Digital Marketing

  4 Credit(s)
  Prerequisite(s)

  MARK 2120

  Description

  Digital 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.

  Intended Learning Outcomes

  On successful completion of the course, students will be able to:

  • 1.
    Develop theoretical basis for digital consumer behavior.
  • 2.
    Understand the key characteristics digital environment to develop insights for yourself as a marketer, but also as a consumer.
  • 3.
    Acquire hands-on experience using web analytics tools for data-driven marketing.
  • 4.
    Develop skills to visualize and present analytical results.
  • 5.
    Learn how to develop a digital marketing strategy based on real-life examples.
  • 6.
    Familiarize yourself to opportunities and challenges offered by new marketing channels.
  • 7.
    Utilize generative AI and latest technology for marketing campaigns.
• MARK 3620

  Marketing Analytics

  4 Credit(s)
  Previous Course Code(s)

  MARK 4290I

  Prerequisite(s)

  MARK 2120 AND ISOM 2500

  Description

  This 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.

  Intended Learning Outcomes

  On successful completion of the course, students will be able to:

  • 1.
    Understand why and where marketing analytics are needed
  • 2.
    Understand basic and some advanced regression methods
  • 3.
    Understand basic principles of predictive models
  • 4.
    Understand principles and practices of field experiments
  • 5.
    Familiarize basic applications related customer, advertising, product, and pricing
• MARK 4210

  Strategic Marketing

  4 Credit(s)
  Prerequisite(s)

  MARK 2120, MARK 3220 and MARK 3420

  Description

  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.

  Intended Learning Outcomes

  On successful completion of the course, students will be able to:

  • 1.
    Apply the key concepts and theoretical frameworks, and practical knowledge, to solve marketing problems using both qualitative and quantitative analyses.
  • 2.
    Criticially think and evaluate the challenges to make strategic marketing decisions.
• MARK 4290

  Special Topics

  0-4 Credit(s)
  Prerequisite(s)

  MARK 2120

  Description

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

  Intended Learning Outcomes

  On successful completion of the course, students will be able to:

  • 1.
    Equip with broad and useful knowledge to various topics which are not covered by existing courses.
  • 2.
    Each offering under the umbrella will have specific learning outcomes.
• MARK 4450

  Brand Management

  4 Credit(s)
  Prerequisite(s)

  MARK 2120

  Description

  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.

  Intended Learning Outcomes

  On successful completion of the course, students will be able to:

  • 1.
    Assess critical aspects of brand management.
  • 2.
    Design brand positioning strategies.
  • 3.
    Generate brand resonance.
  • 4.
    Evaluate appropriate brand elements.
  • 5.
    Leverage secondary brand associations.
  • 6.
    Manage a brand over time and across various geographical markets.
• MARK 4980

  Independent Study

  2-4 Credit(s)
  Description

  Directed study of selected problems in marketing not covered in other courses. May be repeated for credits if different topics are taken.

  Intended Learning Outcomes

  On successful completion of the course, students will be able to:

  • 1.
    Demonstrate an in-depth and substantial knowledge and understanding on the topic chosen for the independent study.
  • 2.
    Apply suitable business theories and framework to analyze and evaluate data relevant to the topic chosen for the independent study.
  • 3.
    Develop and demonstrate critical thinking skills.