Undergraduate Courses Offered in Fall 2020

MARK 1220 Marketing and Society (3 units)

The dynamics of marketing within a social and ethical context; exploration and analysis of social issues affecting marketing managers' decision making; approaches to business marketing success in line with social accountability and relevance of the business firm.

Instructor: L1 & L2   Prof PUIG, Coral

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 - L3  Prof FAN, Sophie

L4  Prof SALVACRUZ, Joseph

L5 - L7  Prof WANG, Wenbo

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 - L2  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 - L3  Prof HELSEN, Kristiaan

MARK 3480 Pricing Strategy (4 units)

This course is designed to deepen understanding of pricing issues which marketing managers may face under some degree of market power. The course will develop basic pricing theories and concepts from economics and marketing and present managerial implications for decision making. Prerequisite: MARK2120

Instructor: L1  Prof VAN DER LANS, Ralf

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 - L2  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 4210 Strategic Marketing (4 units)

Developing a comprehensive and integrated framework for directing and managing the marketing functions of a company; methods to analyze marketing opportunities, assess competitive advantages and forecast market changes. Prerequisite: MARK2120, MARK3220 & MARK4210

Instructor: L1  Prof HONG, Jiewen