Undergraduate Courses Offered in Fall 2025

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  HAN, Tianyu

L4 - L5  Prof BUECHEL, Eva

L6 - L7  Prof SALVACRUZ, Joseph

L8 - L9  Prof GABRIELE, Francesco

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 3410 Promotion and Advertising Management  (4 units)

Major aspects of promotion, with emphasis on advertising: setting of advertising objectives, strategies, tactics, choice of media, budget determination and measuring advertising effectiveness.  Prerequisite: MARK 2120

Instructor:  L1 - L2 Prof JUNG, Han Young

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 - L2 Prof SALVACRUZ, Joseph

MARK 3620 Marketing Analytics  (4 units)

This course develops the foundation and integrated framework for understanding marketing analytics. It introduces major applications of data analytics in marketing, including customer analytics, product analytics, pricing analytics, and advertising analytics.   Prerequisite: MARK 2120 & ISOM 2500. Previous Course Code: MARK 4290I

Instructor: L1 - L3  Prof LIN, Song

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: MARK 2120

Instructor: L1 - L3   Prof CHEN, Qihui