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. Prerequisite: MARK112

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: MARK242 Prerequisites: MARK112 and ISMT111
 

As firms possess much more information about consumers' choices and reactions to marketing campaigns than ever before, it becomes increasingly important to intelligently act on such information to improve marketing decision making. The goal of this course is to help students develop the expertise to analyze market information and to translate marketing concepts into specific insights and operational plans. Using market simulations and related exercises tied to PC-based computer software, students will develop problem-solving skills for various marketing problems. Prerequisite: MARK112 Exclusions: MARK329C, MARK329K

[Previous Course Code: MARK329I] 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 hands-on experience on popular analytical CRM and data mining tools which are widely used in the industry. With the help of the state-of-the-art and easy-to-use tools, no technical or statistical background is required to take this course. Exclusions: ISMT300N, ISMT527 Prerequisite: MARK112