Postgraduate Courses Offered in Spring 2020

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.

Instructor: L1 Prof HELSEN, Kristiaan

MARK 5280 Doing Business in China (2 units)

This course will provide a high level overview on the operating environment in the China market today, and to underscore the challenges and solutions faced by company executives whose aim is to capture market opportunities in China. The course will begin with an overall understanding of the cultural background of today's Chinese consumers, address market entry obstacles peculiar to China, and focus on executional elements ranging from sales team management to distribution and supply chain options. The instructor will use case studies to facilitate learning from mistakes and best practices, and will draw on the instructor's personal experience and insights to enhance knowledge sharing. Pre-requisite: MARK 5120. Exclusion: MARK 6900B, MGMT 5520 (prior to 2016-17). Previous course code: MARK 528.

Instructor: L1 Prof CHEUNG, Cassian

MARK 5290 Understanding Consumers (2 units)

This course combines an in-depth exploration of consumer psychology with elements of advertising and marketing research, with the goal of enhancing students' understanding of marketing tactics and strategy. Pre-requisite: MARK 5120. Exclusion: MIMT 5310. Previous course code: MARK 529.

Instructor: L1 Prof SENGUPTA, Jaideep

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 6970F Independent Study (2 units)

Study of selected marketing issues under the supervision of a faculty member. (Special permission from the Associate Dean is required for MBA students to take this course.)

Instructor: L1 Prof ZHAO, Ying