Curriculum

This course provides students with an understanding of what brand equity is and how a structured approach can be used to manage and leverage brand equity to gain a competitive advantage. The course emphasizes the actual decisions made by managers and the long-term effects of their marketing actions on brand equity. Case studies are used to demonstrate common pitfalls that must be avoided to build brand equity.

This course introduces students to essential digital marketing concepts and skills. The course focuses on the decisions that managers make and the tools that they use to develop and support effective digital marketing strategies. The course focuses on the following questions. What is digital marketing? What makes a good digital marketing strategy? What new tools are used in digital marketing practice?

This course introduces students to the essentials of global marketing management. It looks at how customers and firms behave and operate in the global marketplace and the strategies that marketers can use to operate successfully in this global environment.

The course introduces the essential of marketing analytics. It first draws upon economics and marketing theories to explain why and where analytics are needed to solve marketing problems. Next, it introduces major analytics applications, including customer analytics, product analytics, pricing analytics, and advertising analytics. Emphasis is placed on the business logic and methodological principles behind these common analytics applications.

This course provides students with an understanding of the strategic and tactical decisions made and challenges faced by a firm’s marketing operations manager. Students look at how firms and customers behave and the strategies and policies that marketers can use to operate successfully in today’s dynamic global environment.

This course focuses on the customer as an individual, with an emphasis on how individual consumers react to marketing information about products and brands. Students examine basic psychological processes (e.g. motivation, attention, perception, and memory) and how they are affected by consumers’ level of engagement. The course deepens students’ understanding of consumer behavior by examining the roles of personal factors (e.g. self-esteem) and social factors (e.g. peer groups and other important referents) on consumer behavior and the nature and importance of cultural differences in consumer behavior around the world. Thus, students are exposed to both a micro and a macro perspective on the factors influencing customer behavior.

This course gives students a high-level overview of artificial intelligence (AI) technologies, concepts, and business use cases related to marketing. Through this course, students learn how to identify and leverage AI to enhance and/or disrupt business models both within marketing functions and at the larger organizational level. We also devote part of the course to exploring how the careers of marketing professionals may change in the future because of AI and help students to think about their professional development in a world where in which AI and humans will inevitably work together.

Data play an increasingly important role in business decision-making. This course introduces the key concepts and applications of big data in relation to business analytics. Aspects of business analytics that can be addressed using big data include customer relationship management, financial trading, social media marketing, and search engine strategies. Hands-on experience of widely used data analytics tools is provided.

This course covers the scientific and technological principles of informed decision-making, with a focus on optimizing business processes. Spreadsheet decision modeling in Excel is used throughout. There is an emphasis on problem formulation, spreadsheet-based solution methods, and managerial insights. Applications to managerial decision-making problems in diverse industries and functional areas, including finance and accounting, human resources, marketing, and operations, are explored.

This course is designed to provide students with a comprehensive understanding of Customer Relationship Management (CRM) and its uses, benefits, and Implementation. It will cover three key areas: strategic, operational, and analytical. Through case illustrations, students will gain an understanding of CRM in practice, along with images of CRM software currently available to "demystify" the technicalities. 

This course examines how firms can use digital marketing and social media to reach, acquire, and engage customers. Topics include search and display ads, viral marketing analytics, online word-of-mouth, social media data, and mobile ads and apps.

In the last decade, we have seen a significant increase in the number of startups being founded globally with their biggest challenges being growth and expansion. In this course, students will learn how to think entrepreneurial when it comes to marketing. The course will discuss topics such as business planning, building brand awareness and growth using strategic and innovative marketing approach. Whether students are looking to start their own business, join a startup, or join a corporation that values an intrapreneurial spirit, this course will teach them the essentials/basics they need to succeed.

This course addresses the unique properties, opportunities, and challenges encountered in the luxury industry by studying various related aspects, from production and management to distribution and promotion. Students have the unique opportunity to interact with senior executives from a renowned luxury brand, who give feedback on their research, provide recommendations, and guide them to understand brand strategies and their implementation.

This team project focuses on analyzing and solving a real-world marketing challenge faced by an organization (e.g. a for-profit company or non-governmental organization). Students develop marketing consulting experience by analyzing the challenge, collaborating to produce a marketing report, and presenting their in-depth insights and recommended solution(s) to the sponsor.  

Marketing communication is a part of the marketing mix that helps firms to establish and build relationships with the market by directly or indirectly informing, persuading, and reminding customers about their products or services. In this course, students develop an integrated marketing communication plan and evaluate its effectiveness.

This course draws upon knowledge participants acquired from various marketing courses. The course adopts an experiential learning approach using a marketing business simulation, a learning-by-doing mindset. Students will come as close to a real-world business environment as they can get in a classroom setting. Students will play the role of a marketing team of a firm and compete against other teams making a variety of marketing strategic and tactical decisions. Teams will have to develop a comprehensive, workable and successful marketing strategy, making use of a wide variety of marketing analytical tools to guide their environmental analysis and decision-making.

This course provides an introduction to the management of business processes that produce goods or services. Topics include operations strategy, process analysis, queuing systems, inventory management, quality management, and process improvement.

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.

This course discusses retailing strategies designed to achieve a long-term win-win situation that benefits all players in the marketplace — consumers, retailers, and manufacturers. The focus of this course is on exploring customers’ shopping behaviors and developing retailing strategies based on an understanding of why and how consumers make purchases. The course provides solid foundational knowledge of many dimensions of retailing, including merchandising, pricing, promotion, and customer relationship management.

This course teaches students the basic principles and methods of conducting causal estimations related to business problems. The course covers the classical causal inference framework as well as different methodologies that can be used in various settings, including randomized trials, quasi-experiments, natural experiments, and observational data collection.  

Today, a critical question in company boardrooms is no longer whether to become a good corporate citizen, but how to do so. Corporate social responsibility and sustainability have never been more prominent on corporate agendas. Marketing plays a vital role in sustainability. In this course, students explore the meaning of sustainability in the marketing context and how marketing can create value in sustainability agendas.