Undergraduate Courses Offered in Fall 2017

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.


L1  Prof RAITT, Gene

L2  Prof SALVACRUZ, Joseph

L3  Prof MUKHOPADHYAY, Anirban

L4 - L5  Prof PUIG GARRIGO, Coral

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 Song Lin

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

Instructor:  L2 - L3 Prof GIANNINI, Roberta

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 VALENZUELA, Ana

MARK 3470 Services Marketing  (4 units)

The development of marketing strategy for a variety of service businesses including: the traditional marketing mix (4 P's) and the management of the service encounter, i.e., the interface between the service firm and the consumer.   Prerequisite: MARK 2120. Exclusion: ISOM 3740.

Instructor: L1  Prof LEE, Bernard

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  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 4290D Customer Acquisition and Retention (4 units)

Marketing is about customers. Products come and go, but if you have a customer, you have a business. So how do businesses attract customers? How do they keep them? How do they extract maximum value from the customer relationship? This course focuses on the new marketing tools and techniques—targeted marketing, databases, data mining and modeling, CRM, testing and measurement, and integrated marketing communications—that businesses use to attract the most productive new prospects, convert them to buyers, and gain their loyalty over the long term. This kind of marketing is targeted, measurable and ROI-driven. With these approaches, marketing can be fully accountable to shareholders and stakeholders. Strategies covered in this course include: data capture and data modeling, segmentation by customer value and behavior, buying process analysis, direct response communications, customer contact management, customer experience marketing, and marketing metrics and testing. This course introduces the business, decision-making, strategic, tactical and operational skills essential to managing the customer base as an asset. Prerequisite: MARK2120

Instructor: L1  Prof RAITT, Gene