Postgraduate Courses Offered in Fall 2018

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.


L1-L4 Prof HELSEN, Kristiaan

L5 Prof HONG, Jiewen

MARK 5220 The Art of War and Eastern Wisdom in Business Competition (1 unit)

This course aims to explore and integrate the ancient Eastern wisdom into modern Western management science and apply to modern business competition. To achieve this goal, this course will use Sun Tzu's "The Art of War" as a vehicle to introduce the foundation of Eastern wisdom (Confucianism, Taoism, Buddhism) to management executives. Sun Tzu's "The Art of War " has proved to be a classic work on strategy, applicable to both military and business situation. This course is to crystallize some concepts and ideas put forth in "The Art of War" into a few business strategic principles and an innovative framework of 4Stop so that these can be more easily understood and applied. Previous course code: MARK 691L, MARK 6900E.

Instructor: L1 Prof ZHAO, Oliver

MARK 5270 Pricing and Revenue Management in Asia (2 units)

Much of a firm's profit is determined by how it sets price and manages pricing. A company can create goods and services with tremendous economic value but fail if it sets price incorrectly and does not capture that economic value. Through relevant case studies and examples drawn from different parts of the world, this course will introduce students the concepts around setting the best price: economic value analysis, price elasticity, and pricing models and willingness to pay. Previous course code: MARK 6900M.

Instructor: L1 Prof NASTANSKI, Craig Andrew

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: IMBA 5010. Previous course code: MARK 531.

Instructor: L1 Prof VAN DER LANS, Ralf

MARK 5520 Experimental Design and Analysis for Behavioral Research (3 units)

This course is aimed at PhD students who intent to conduct experimental and quasi-experimental research in business (e.g., marketing, organizational behavior). The primary objective is to master the concepts and tools needed for collecting and analyzing behavioral data. In addition, the course provides an introduction to SAS, one of the most widely used statistical programming languages for manipulating and analyzing data. Previous course code: MARK 552, MARK 690V.

Instructor: L1 Prof MUTHUKRISHNAN, A V

MARK 6510H 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. Pre-requsite: MARK 6500 (prior to 2012-13).

Instructor: L1 Prof MUTHUKRISHNAN, A V

MARK 6900V Marketing Competition in Dynamic Emerging Economies (2 units)

This course focuses on competition in dynamic, volatile emerging market places. Topics to be covered include managing marketing objectives, assessing market opportunities, estimating market potential, competitive positioning strategies, surmounting marketing challenges, marketing competition between new champions and established MNCs, luxury marketing, targeting strategies, frugal innovation and developing new products etc. The course will be a mixture of lectures, case studies and a team-based business simulation. Students should have strong analytical skills and a solid grasp of basic marketing concepts and tools.

Instructor: L1 Prof HELSEN, Kristiaan