Undergraduate Courses Offered in Fall 2021

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 & L2   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 - L3  Prof FAN, Sophie

L4 - L6  Prof SHI, June

L7  Prof PUIG, Coral

L8  Prof SALVACRUZ, Joseph

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  Prof SALVACRUZ, Joseph

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 TSE, David

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 4210 Strategic Marketing (4 units)

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. Prerequisite: MARK2120, MARK3220 & MARK4210

Instructor: L1  Prof RAITT, Eugene

MARK 4290F Brand Activism in Strategic Marketing (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 4290H Judgment and Decision Making for Marketers (4 units)

This course covers both normative and psychological aspects of decision making with specific reference to marketing and consumer decisions. The course will introduce the building blocks of decision making such as belief and utility assessment and will contrast the economic models of decision making with psychological models that take into account various biases in judgments and choices. The course will also introduce experimental design and analysis relevant for marketing decisions and will discuss the marketing applications of behavioral decision research. Prerequisite: MARK2120

Instructor: L1 - L2   Prof MUTHUKRISHNAN, A V

MARK 4290I Marketing Analytics (4 units)

This course develops the foundation and integrated framework for understanding marketing analytics. It introduces major applications of data analytics in marketing, including customer analytics, product analytics, pricing analytics, and advertising analytics. Prerequisite: MARK2120 & MARK3220

Instructor: L1 - L3  Prof LIN, Song