Undergraduate Courses Offered in Fall 2019

MARK 1220 Marketing and Society (3 units)

The dynamics of marketing within a social and ethical context; exploration and analysis of social issues affecting marketing managers' decision making; approaches to business marketing success in line with social accountability and relevance of the business firm.

Instructor: L1   Prof PUIG, Coral

MARK 2120 Marketing and Management (3 units)

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.

Instructors:

L1 & L4  Prof FAN, Sophie

L2, L3 & L5  Prof WANG, Wenbo

MARK 3220 Marketing Research (4 units)

Basic research tools and procedures used in marketing research, and strategic uses of marketing research information in managerial decision making. Prerequisite: MARK 2120

Instructor: L1 - L3  Prof LIN, Song

MARK 3420 Consumer Behavior  (4 units)

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 2120

Instructor:  L1 Prof SALVACRUZ, Joseph

MARK 3430 Global Marketing  (4 units)

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 2120

Instructor: L1 - L2  Prof HELSEN, Kristiaan

MARK 3510 Business to Business Marketing (4 units)

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 2120

Instructor: L1 - L2  Prof RAITT, Gene

MARK 3520 Competitive Positioning (4 units)

Analysis of the environment and competitive market space; value analysis, creation, and development of value proposition; strategic options for the creation of a sustainable competitive advantage; attack, counter-attack, and defensive marketing strategies; direct-competitive marketing simulation used as a medium for exposure to the competitive nature of the marketing environment. Prerequisite: MARK2120 Co-requisite: MARK3220 AND MARK3420

Instructor: L1  Prof SALVACRUZ, Joseph

MARK 4290F Brand Activism in Strategic Marketin (4 units)

The objective of this Marketing Elective is to help students to get the necessary skills and tools to be able to differentiate and therefore to design a Corporate Social Responsibility Program, a Sense-of-Mission Marketing Strategy or an Activist Marketing Strategy. This Course is aiming to help future Marketing Directors and Leaders to navigate different business management trends in an environment where the simultaneous creation of Social Added-Value from Brands keeps increasing. It will provide students with an in-depth understanding of how marketing principles can be applied to create short-term impact or long-term genuine change and how this can lead to increase loyalty and market share. Students will explore dimensions of product brand-based and corporate “purpose-led” marketing and learn to analyze and develop successful marketing and organizational strategies that deliver mutual benefits for business and society. Areas of study include: greenwashing, cause-related marketing/purpose marketing strategy and brand activism. Prerequisite: Grade B or above in MARK2120

Instructor: L1  Prof PUIG, Coral

MARK 4290G Leveraging Media for Customer Acquisition and Retention (4 units)

This course offers an in-depth examination of all media and its importance in the marketing equation across history. There is a heavy emphasis on digital media analysis, with a focus on how media drives behavior change, particularly consumer behavior. Media is dissected and examined within the direct marketing equation, and within the greater general marketing sphere. The objective of this course is to provide the student with a deep and thorough understanding of the most powerful variable available to marketers, whether practicing traditional marketing, digital/direct marketing, or general advertising. The course includes selected readings, online blog reading assignments, case studies, videos, and may include one or more guest lecturers. The instructor is a recognized industry expert and a leading proponent of media studies. Prerequisite: MARK2120

Instructor: L1  Prof RAITT, Gene