Postgraduate Courses Offered in Fall 2021

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.

INTENDED LEARNING OUTCOMES
On successful completion of the course, students will be able to:
1. Conduct a marketing environmental analysis and identify market opportunities that will be strategically fit with the company or organization.
2. Identify and evaluate segments, and decide on the appropriate target(s) within a given market.
3. Construct a persuasive value proposition and positioning statement for a given offering.
4. Formulate marketing strategies and make strategic marketing decisions, including specific marketing mix strategies.
5. Monitor and control strategic marketing plans.
6. Make effective presentations of a company’s or organization’s marketing plan.

Instructors:

L1-L2 Prof TSE, David

L3-L6 Prof SALVACRUZ, Joseph

MARK 5380 Leveraging Digital/ Direct Marketing for Customer Acquisition and Retention (2 unit)

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. Previous course code: MARK 6900Y.

INTENDED LEARNING OUTCOMES
On successful completion of the course, students will be able to:
1. Apply the various scientific formulae that form the foundation for digital/direct marketing, including predicting the probability of response.
2. Analyze and plan media in a marketing environment.
3. Create a strategic marketing plan for a digital/direct marketing campaign.
4. Gain insight into this functional specialty of marketing.
5. Lay a solid foundation of critical knowledge to pursue a career in marketing.
6. Gain a broad, and deep understanding of the power generated by media alone to change behavior, particularly as it relates to customer acquisition and retention.
7. Objectively critique digital/direct marketing campaigns/executions and judge their probability of success/failure.
8. Understand the best application of market research to digital/direct marketing campaigns.

Instructor: L1 Prof RAITT, Gene

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.

INTENDED LEARNING OUTCOMES
On successful completion of the course, students will be able to:
1. Recognize a wide variety of issues related to consumer judgment and decision making.
2. Generate students’ own research ideas that lead to projects that are doable and worth doing.
3. Generate interesting questions about consumer decision making.

Instructor: L1 Prof MUTHUKRISHNAN, A V

MARK 6510I Current Topics in Consumer Research (2 units)

Advanced seminar covering current research and theory in consumer behavior and marketing. Topics will vary with the term, but may include areas related to consumer judgment and decision processes, attitude formation and change, reactions to advertising, consumer information procession, affective, motivational and cognitive determinants of consumer behavior, and cultural and individual differences in consumer behavior. May be repeated for credit. Graded P or F.

Instructor: L1 Prof HONG, Jiewen

MARK 6901A AI in Marketing (2 units)

This course will give students a high-level overview of Artificial Intelligence technologies, concepts, and business use cases related to Marketing. After the course, students will be able to identify and leverage AI to enhance and/or disrupt business models both within marketing functions and on a larger organizational level. We will also devote part of the course to explore how careers of marketing professionals may change in the future because of AI and get students to think about their professional development in a world where AI and human beings will inevitably work together.

Instructor: L1 Prof PEREIRA, Kevin Charles

MARK 6901B Marketing Analytics (2 units)

The course will introduce the foundation of marketing analytics. It will first draw upon economics and marketing theories to understand why and where analytics are needed to solve marketing problems, and then introduce major applications, including customer analytics, product analytics, pricing analytics, and advertising analytics. The focus will be on the business logics and methodological principles behind the common applications. The main objective is to prepare students with the foundational knowledge of marketing analytics necessary for learning and applying more advanced applications in future career. Pre-requisite: ISOM 5510

Instructor: L1 Prof LIN, Song