Postgraduate Courses Offered in Fall 2022

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.

INTENDED LEARNING OUTCOMES
On successful completion of the course, students will be able to:
1. Conduct a marketing environmental analysis and identify market opportunities that will be strategically fit with the company or organization.
2. Identify and evaluate segments, and decide on the appropriate target(s) within a given market.
3. Construct a persuasive value proposition and positioning statement for a given offering.
4. Formulate marketing strategies and make strategic marketing decisions, including specific marketing mix strategies.
5. Monitor and control strategic marketing plans.
6. Make effective presentations of a company’s or organization’s marketing plan.

Instructors:

L1 Prof SALVACRUZ, Joseph

L2 Prof TSE, David

MARK 5300 Pricing Strategy (2 unit)

This course will present an in-depth analysis of digital/direct marketing, focusing primarily on the scientific foundations upon which this marketing discipline is built. Attention will be on various formulae that are used to predict probability of response, forecast potential profit, and inform testing and campaigning. Students will also learn the critical ingredients for success within developing creative positions and creating offers. The specific differences between digital/direct marketing and general marketing/advertising will also be highlighted. Previous course code: MARK 6900W.

INTENDED LEARNING OUTCOMES
On successful completion of the course, students will be able to:
1. Apply the various scientific formulae that form the foundation for digital/direct marketing, including predicting the probability of response.
2. Analyze and plan media in a marketing environment.
3. Create a strategic marketing plan for a digital/direct marketing campaign.
4. Gain insight into this functional specialty of marketing.
5. Lay a solid foundation of critical knowledge to pursue a career in marketing.
6. Gain a broad, and deep understanding of the power generated by media alone to change behavior, particularly as it relates to customer acquisition and retention.
7. Objectively critique digital/direct marketing campaigns/executions and judge their probability of success/failure.
8. Understand the best application of market research to digital/direct marketing campaigns.

Instructor: L1 Prof VAN DER LANS, Ralf

MARK 5380 Leveraging Digital/ Direct Marketing for Customer Acquisition and Retention (2 unit)

This course will present an in-depth analysis of digital/direct marketing, focusing primarily on the scientific foundations upon which this marketing discipline is built. Attention will be on various formulae that are used to predict probability of response, forecast potential profit, and inform testing and campaigning. Students will also learn the critical ingredients for success within developing creative positions and creating offers. The specific differences between digital/direct marketing and general marketing/advertising will also be highlighted. Previous course code: MARK 6900Y.

INTENDED LEARNING OUTCOMES
On successful completion of the course, students will be able to:
1. Apply the various scientific formulae that form the foundation for digital/direct marketing, including predicting the probability of response.
2. Analyze and plan media in a marketing environment.
3. Create a strategic marketing plan for a digital/direct marketing campaign.
4. Gain insight into this functional specialty of marketing.
5. Lay a solid foundation of critical knowledge to pursue a career in marketing.
6. Gain a broad, and deep understanding of the power generated by media alone to change behavior, particularly as it relates to customer acquisition and retention.
7. Objectively critique digital/direct marketing campaigns/executions and judge their probability of success/failure.
8. Understand the best application of market research to digital/direct marketing campaigns.

Instructor: L1 Prof RAITT, Gene

MARK 6510K 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.

Instructor: L1 Prof HONG, Jiewen

MARK 6900Z Quantitative Marketing (3 units)

This course provides Marketing MPhil/PhD students with foundation knowledge in quantitative marketing, with a focus on analytical modeling. We will cover topics including pricing, advertising, two-sided markets, consumer search and learning, and information design.

Instructor: L1 Prof LIN, Song