Posgraduate Courses Offered in Fall 2019

MARK 5120 Marketing Strategy and Policy (2 units)

Strategic marketing objectives and implementation of strategies through pricing, distribution channels, promotion and new-product decisions. This is a core course for MBA. Exclusion: IMBA 5050. Previous course code: MARK 512.

Instructors:

L1-L4 Prof SALVACRUZ, Joseph

L5 Prof HONG, Jiewen

MARK 5220 The Art of War and Eastern Wisdom in Business Competition (1 unit)

This course aims to explore and integrate the ancient Eastern wisdom into modern Western management science and apply to modern business competition. To achieve this goal, this course will use Sun Tzu's "The Art of War" as a vehicle to introduce the foundation of Eastern wisdom (Confucianism, Taoism, Buddhism) to management executives. Sun Tzu's "The Art of War " has proved to be a classic work on strategy, applicable to both military and business situation. This course is to crystallize some concepts and ideas put forth in "The Art of War" into a few business strategic principles and an innovative framework of 4Stop so that these can be more easily understood and applied. Previous course code: MARK 691L, MARK 6900E.

Instructor: L1 Prof ZHAO, Oliver

MARK 5310 Applied Marketing Research for Managers (2 units)

Methods of structuring, analyzing and measuring major classes of marketing problems; quantitative aspects of demand, consumer reaction to product characteristics, advertising effectiveness, effectiveness of competitors' strategies. Pre-requisite: MARK 5120. Exclusion: MIMT 5010. Previous course code: MARK 531.

Instructor: L1 Prof VAN DER LANS, Ralf

MARK 5420 Behavioral Decision Theory (3 units)

This course is designed to familiarize students with a wide variety of issues related to consumer judgment and decision making. In addition to providing students with basic knowledge on behavioral decision theory, this course will provide rigorous training to students to generate their own research ideas that lead to projects that are doable and worth doing. The readings will be from Consumer Behavior/Marketing as well as the basic disciplines of Economics and Psychology. Previous course code: MARK 6900H.

Instructor: L1 Prof MUTHUKRISHNAN, A V

MARK 5460 Seminar in Consumer Behavior (3 units)

Overview of selected topics in psychology and consumer behavior. Topics include perception, information processing, and attitude theory. Previous course code: MARK 546.

Instructor: L1 Prof MUTHUKRISHNAN, A V

MARK 6900W Pricing Strategy (2 units)

Students can learn practical tools to design pricing strategies from a marketing perspective and considers economic, strategic and psychological inputs in pricing decisions that are sustainable and generate profitable revenue streams. Through examples and case studies, it discusses the tools to assess consumer’s willingness to pay, and how this information can be used to improve pricing strategies. Other popular and innovative pricing tactics, such as customization, bundling, subscriptions, versioning, freemium, online auctions and revenue management will also be covered.

Instructor: L1 Prof VAN DER LANS, Ralf

MARK 6900Y Leveraging Digital/Direct Marketing for Customer Acquisition and Retention (2 units)

This course will present an in-depth analysis of digital/direct marketing, focusing primarily on the scientific foundations upon which this marketing discipline is built. Attention will be on various formulae that are used to predict probability of response, forecast potential profit, and inform testing and campaigning. Students will also learn the critical ingredients for success within developing creative positions and creating offers. The specific differences between digital/direct marketing and general marketing/advertising will also be highlighted.

Instructor: L1 Prof RAITT, Gene