Postgraduate Courses Offered in Fall 2024

MARK 5120 Marketing Strategy (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.

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, L3 Prof RACH, Sean

L2, L4 Prof HONG, Jiewen

MARK 5290 Understanding Consumers (2 unit)

This course combines an in-depth exploration of consumer psychology with elements of advertising and marketing research, with the goal of enhancing students' understanding of marketing tactics and strategy. Pre-requisite: MARK 5120. Exclusion: MIMT 5310.

INTENDED LEARNING OUTCOMES
On successful completion of the course, students will be able to:
1. Identify key principles and concepts relating to consumer behavior.
2. Examine the available theory and research concerning the psychology of the consumer.
3. Design and develop an effective marketing mix for a product or service relying on in-depth knowledge of the consumers.

Instructor: L1 Prof DALTON, Amy

MARK 5300 Pricing Strategy (2 unit)

Students can learn practical tools to design pricing strategies from a marketing perspective and considers economic, strategic and psychological inputs in pricing decisions that are sustainable and generate profitable revenue streams. Through examples and case studies, it discusses the tools to assess consumer’s willingness to pay, and how this information can be used to improve pricing strategies. Other popular and innovative pricing tactics, such as customization, bundling, subscriptions, versioning, freemium, online auctions and revenue management will also be covered. Previous course code: MARK 6900W.

INTENDED LEARNING OUTCOMES
On successful completion of the course, students will be able to:
1. Apply the basic pricing frameworks in a competitive environment.
2. Design to derive consumers' willingness to pay and its role in pricing decisions.
3. Explain the impact of psychological factors on consumers' willingness to pay.
4. Recognize the role of ethics and legal issues in pricing decisions.

Instructor: L1 Prof VAN DER LANS, Ralf

MARK 5330 Brand Management(2 unit)

The course provides students with an understanding of what brand equity is and then uses a structured approach for managing and leveraging it to gain competitive advantage. The emphasis is on actual decisions a manager makes and the long-term effects of these marketing actions on brand equity. Cases are used to demonstrate common types of pitfalls that must be avoided in order to build brand equity.

INTENDED LEARNING OUTCOMES
On successful completion of the course, students will be able to:
1. Understand why brands matter
2. Develop successful brand development strategies
3. Measure and track brand performance
4. Configure brand architectures
5. Implement branding strategies through the marketing mix
6. Design strategies to grow and sustain brands

Instructor: L1 - L2 Prof SALVACRUZ, Joseph

MARK 5380 Mastering D2C Marketing (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 5390 Global Marketing (2 unit)

We live in a dynamic, global marketplace. This course aims to introduce students to the essentials of global marketing management. We look at how global customers and firms behave and operate in the global marketplace as well as the strategies and tactics marketers can use to operate successfully in this global environment.Previous course code: MARK 6900Y.

INTENDED LEARNING OUTCOMES
On successful completion of the course, students will be able to:
1. Assess market opportunities and challenges in the global marketplace.
2. Assess and address needs of global consumers.
3. Develop global marketing mix strategies.
4. Understand the nuances of marketing in emerging markets.
5. Comprehend the role and impact of sustainability on global marketing operations.
6. Appreciate the importance of being sensitive to the marketing environment of the host country.

Instructor: L1 - L2 Prof HELSEN, Kristiaan

MARK 5430 Digital Marketing (2 unit)

This course is designed to introduce students to the concepts and skills essential in digital marketing. This course focuses on the decisions that managers make and the tools that they use to support an effective digital marketing strategy. We try to answer questions such as the following: What is digital marketing? What makes for a good digital marketing strategy and what new tools can be used in digital marketing practice?

INTENDED LEARNING OUTCOMES
On successful completion of the course, students will be able to:
1. Gain digital consumer insights and solve real life digital marketing problems by analyzing digital marketing data, applying digital marketing tools, and developing a holistic digital marketing framework.
2. Provide segmentation, targeting, positioning, and branding strategy as a manager of digital marketing. Develop digital marketing plans based on the marketing environment.
3. Build brands that will prosper in the digital global marketplace. Skills include brand communication, social media planning, digital message strategy, public relations, crisis management, and brand research.
4. Develop and implement digital marketing strategies, including various pricing tools, product decisions, digital promotion strategy, online and offline channel coordination.
5. Create sustainable digital marketing strategies and develop a sense of social responsibility in the digital environment. Topics include consumer welfare, data privacy, online marketing fraud, digital green marketing.

Instructor: L1 - L2 Prof WANG, Wenbo

MARK 5530 Navigating Business Decisions with Data and Causality (2 unit)

This course aims to teach students basic conceptions and methods for conducting causal estimations in business problems. The course will cover classical causal inference framework, and different methodologies that could be used in various settings, including randomized, quasi-, and natural experiments, and observation data.

INTENDED LEARNING OUTCOMES
On successful completion of the course, students will be able to:
1. Understand some common applications of causal inference in business problems.

2. Evaluate the validity and value of an experiment for causal analysis.
3. Collect appropriate observational data sets for causal analysis.
4. Design rigorous experiments to properly measure the causal impact of a given policy.
5. Identify appropriate methodology for conducting causal estimates using a given dataset and context.
6. Avoid expensive mistakes in their research work by using appropriate experimental design or methodologies.
7. Derive valuable insights from their causal research to improve business decision making.s include consumer welfare, data privacy, online marketing fraud, digital green marketing.

Instructor: L1 Prof LIU, Jia

MARK 5560 - Marketing Communication (2 units)

Marketing communication is a part of the marketing mix that establishes and builds relationships with the market through directly or indirectly --- informing, persuading, and reminding customers about their offering. This course is designed to help students develop an integrated marketing communication plan and evaluate its effectiveness.

INTENDED LEARNING OUTCOMES
On successful completion of the course, students will be able to:
1. Explain the importance of marketing communication in marketing strategy.
2. Discuss the communication process to the core customers by establishing points of parity and points of differentiation for the brand.
3. Present the important issues in planning and evaluating integrated marketing communication.
4. Apply the appropriate marketing framework, theories and tools to plan, develop, and evaluate marketing communications.
5. Propose a complete marketing communication campaign.

Instructor: L1 Prof KETCHUM, David Pattison

MMARK 5688 - Marketing Strategy Simulation (2 units)

This course draws upon knowledge participants acquired from various marketing courses. The course adopts an experiential learning approach using a marketing business simulation, a learning-by-doing mindset. Students will come as close to a real-world business environment as they can get in a classroom setting. Students will play the role of a marketing team of a firm and compete against other teams making a variety of marketing strategic and tactical decisions. Teams will have to develop a comprehensive, workable and successful marketing strategy, making use of a wide variety of marketing analytical tools to guide their environmental analysis and decision making. The simulation will stretch over several rounds. The course will be complemented with case analyses related to the topics covered in the simulation.

INTENDED LEARNING OUTCOMES
On successful completion of the course, students will be able to:
1. Understand and know how to use marketing analytical tools.
2. Develop marketing strategies.
3. Realize the importance and possible impact of the external environment.
4. Develop a long-term thinking mindset.
5. Look at the “big picture” instead of being short-sighted.

Instructor: L1 Prof HELSEN, Kristiaan

MARK 5700 - Artificial Intelligence in Marketing (2 units)

This course will give students a high-level overview of Artificial Intelligence technologies, concepts, and business use cases related to Marketing. After the course, students will be able to identify and leverage AI to enhance and/or disrupt business models both within marketing functions and on a larger organizational level. We will also devote part of the course to explore how careers of marketing professionals may change in the future because of AI and get students to think about their professional development in a world where AI and human beings will inevitably work together. Previous course code: MARK 6901A

INTENDED LEARNING OUTCOMES
On successful completion of the course, students will be able to:
1. Build an understanding of the fundamental branches of AI and their applications in marketing.
2. Gain the ability to select what type of AI may be applicable to specific business use cases.
3. Develop an appreciation for the potential risks and ethical issues involved with the proliferation of AI in marketing and business in general.
4. Identify business skillsets and personal development goals which will allow them to adapt to jobs of the future in marketing.

Instructor: L1 Prof PEREIRA, Kevin

MARK 5710 - Analytical Modeling in Marketing (3 units)

This course provides Marketing MPhil/PhD students with foundational knowledge in quantitative marketing, with a focus on analytical modeling. It will cover a range of theoretical topics including pricing, advertising, two-sided markets, consumer search and learning, and information design. Previous course code: MARK 6900Z

INTENDED LEARNING OUTCOMES
On successful completion of the course, students will be able to:
1. Understand basic marketing theories.
2. Develop intuitions for important models.
3. Evaluate research papers with analytical models.

Instructor: L1 Prof LIN, Song

MARK 6510M 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 6901F - Public Relations (2 units)

This course introduces students to the role of public relations within the integrated marketing communications (IMC) of an organization. It shares practical IMC strategies which can be applied in the real-world contexts.

Instructor: L1 Prof CHOI, Catherine

MARK 6950 - Marketing Action Learning Project (2 units)

A team project that focuses on analyzing and solving a real-world marketing challenge within an organization (e.g., company, NGO). Students will develop marketing consulting experience, collaborate to produce a marketing report, and present their in-depth insights and recommended solutions to the sponsor.

INTENDED LEARNING OUTCOMES
On successful completion of the course, students will be able to:
1. Identify marketing opportunities and challenges
2. Gather in-depth consumer and market insights
3. Come up with effective marketing recommendations
4. Sharpen their team-work and communication skills
5. Develop marketing strategies and tactical solutions based on market intelligence

Instructors: L1
Prof HELSEN, Kristiaan
Prof HONG, Jiewen