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Undergraduate Courses Offered in Fall 2018
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:
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 LIN, Song
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
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 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 NASTANSKI, Craig
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 Retention & Acquisition (4 units)
This course offers an in-depth examination of all media and its importance in the marketing equation across history. There is a heavy emphasis on digital media analysis, with a focus on how media drives behavior change, particularly consumer behavior. Media is dissected and examined within the direct marketing equation, and within the greater general marketing sphere. The objective of this course is to provide the student with a deep and thorough understanding of the most powerful variable available to marketers, whether practicing traditional marketing, digital/direct marketing, or general advertising. The course includes selected readings, online blog reading assignments, case studies, videos, and may include one or more guest lecturers. The instructor is a recognized industry expert and a leading proponent of media studies. Prerequisite: MARK2120
Instructor: L1 - L2 Prof RAITT, Gene
MARK 4450 Brand Management (4 units)
This course is designed to help students develop a practical understanding of the tools, rules, and strategies of brand management. By the end of the semester, students will be able to assess critical aspects of a branding strategy such as: how to introduce and name new products; how to interpret brand performance; and how to manage a brand over time, product categories, and geographical markets. MARK 4450 is intended for individuals considering careers at senior levels of corporate management or as consultants in strategy firms, ad agencies, and market research companies. Prerequisite: MARK2120
Instructor: L1 Prof LIU, Joyce
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