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. Exclusion: ISMT 369G Prerequisite: MARK 112

[Previous Course Code: MARK 329H]  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. Prerequisite: MARK 112

For year 3 students only. This course covers both normative and psychological aspects of decision making with specific reference to marketing decisions. The topics include utility and value assessment, and biases in choices and judgments. Background: MARK 242 Prerequisites: MARK 112 and ISMT 111

The course is designed to provide tools for generating new ideas, based on systematic analytic methods (e.g. creative templates).  It demonstrates the use of creative templates in variety of products/services, especially within the advertising domain. Prerequisite: MARK112

This course deals with concepts, methods, and applications of decision modeling to address important marketing issues like sales forecasting, segmentation, targeting and positioning (STP), new product design and diffusion, advertising budgeting and allocation, and promotion planning. This course aims to provide students with skills to translate marketing concepts into specific operational plans-a skill in increasing demand in the business world today. Using market simulations and related exercises tied to PC-based computer software, students will develop problem-solving skills for various marketing problems. Prerequisites: MARK112 and MARK222

The Course deals with the recent dramatic developments in retailing (Technologies, formats, strategies, and management methods) and in retailers' position in distribution channels. Special attention is given to retail internationalization and to retailing in China and in other Asian countries. Prerequisite: MARK112

The concept of CRM becomes more and more popular in the business world.  This course introduces students to the basic theories and methodology of customer relationship management. Special emphasis is placed on customer life value and technological tools for enhancing customer relationships. Topics will cover the methodological issues in the customer life cycle: market segmentation, customer acquisition, basket analysis and cross-selling, customer retention and loyalty. Students will have chance to have hands-on experience on popular analytical CRM and data mining tools which are widely used in the industry. With the help of state of art and easy-to-use tools, students do not require having any technical or statistical background to take this course.  Prerequisite: MARK112 Exclusions: ISMT300N, ISMT 527