Undergraduate Courses Offered in Fall 2023

MARK 1220 Marketing and Society  (3 units)

This course will challenge the dynamics of marketing and the role it now plays within a social, sustainable and/or ethical context, in industries like Fashion, Food, Cigarettes and Alcohol, Social Media, NFT’s, E-Sports and Recycling. We explore and analyze current social issues affecting marketing decisions within the context of business strategy. This course aims to help students understand the dynamics of marketing decision-making and the impact these decisions have on society's well-being/"bad-being". Students should be able to: (i) appreciate the variety of social, political and economic forces affecting marketing organizations at the global and local level; (ii) identify/analyze current public issues in the interplay between marketing and society, such as advertising to children, junk food, and climate change; (iii) critically evaluate the debates around the ethical responsibilities of marketers; (iv) apply the above learning to real world cases. Students will gain the ability to apply basic theoretical and analytical frameworks to real world marketing problems and cases and reflect on their own behavior and experiences as consumers.   Prerequisite: a passing letter grade in LANG 1401 OR LANG 1402 OR LANG 1403 OR LANG 1404 OR LANG 1002 (prior to 2022-23). Exclusion: CORE 1360

Instructor: L1  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.

Instructors:

L1 - L3  FAN, Sophie

L4 - L6  Prof SHI, June

L7 - L8  Prof PUIG, 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 - L2  Prof LIU, Jia

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 RAITT, Gene

MARK 4290H Judgment and Decision Making for Marketers (4 units)

This course covers both normative and psychological aspects of decision making with specific reference to marketing and consumer decisions. The course will introduce the building blocks of decision making such as belief and utility assessment and will contrast the economic models of decision making with psychological models that take into account various biases in judgments and choices. The course will also introduce experimental design and analysis relevant for marketing decisions and will discuss the marketing applications of behavioral decision research. Prerequisite: MARK2120

Instructor: L1 - L2   Prof MUTHUKRISHNAN, A V

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 - L2  Prof CHEN, Qihui