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.  Exclusion: IEEM 300E

Major aspects of promotion, with emphasis on advertising: setting of advertising objectives, strategies, tactics, choice of media, budget determination and measuring advertising effectiveness.  Prerequisite: MARK 112

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. Prerequisite: MARK 112

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: MARK 112

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.  Prerequisites: MARK 112, MARK 222 and MARK 242

Combining marketing concepts, computer models and analytical techniques to address specific marketing operational issues, with an emphasis on data analysis, problem solving, and learning by doing.
Prerequisites: MARK112 and MARK222

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

Brand equity: intangibles as company name, brands, and their underlying associations, perceived quality, and proprietary resources; how brand equity contributes value; a well-defined structure for developing, managing, and leveraging brand equity for competitive advantage.  Prerequisite: MARK 112