Postgraduate Courses Offered in Spring 2019

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.

Instructor: L1 Prof HELSEN, Kristiaan

MARK 5260 Luxury Strategy (2 units)

This intensive block week course addresses the unique properties, opportunities, and challenges of the luxury industry by studying issues relevant to the field in the various aspects of the business, from production and management to distribution and promotion. Students will have the unique opportunity to interact with senior executives from a renowned luxury brand as they feedback on students' research and recommendations, and guide them to understand their brand strategy and implementation. Exclusion: MIMT 5010. Previous course code: MARK 531.

Instructor: L1 Prof MAISONROUGE, Ketty Pucci-Sisti

MARK 5280 Doing Business in China (2 units)

This course will provide a high level overview on the operating environment in the China market today, and to underscore the challenges and solutions faced by company executives whose aim is to capture market opportunities in China. The course will begin with an overall understanding of the cultural background of today's Chinese consumers, address market entry obstacles peculiar to China, and focus on executional elements ranging from sales team management to distribution and supply chain options. The instructor will use case studies to facilitate learning from mistakes and best practices, and will draw on the instructor's personal experience and insights to enhance knowledge sharing. Pre-requisite: MARK 5120. Exclusion: MARK 6900B, MGMT 5520 (prior to 2016-17). Previous course code: MARK 528.

Instructor: L1 Prof CHEUNG, Cassian

MARK 5290 Understanding Consumers (2 units)

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. Previous course code: MARK 529.

Instructor: L1 Prof SENGUPTA, Jaideep

MARK 5310 Applied Marketing Research for Managers (2 units)

Methods of structuring, analyzing and measuring major classes of marketing problems; quantitative aspects of demand, consumer reaction to product characteristics, advertising effectiveness, effectiveness of competitors' strategies. Pre-requisite: MARK 5120. Exclusion: IMBA 5010. Previous course code: MARK 531.

Instructor: L1 Prof VAN DER LANS, Ralf

MARK 5410 Seminar in Quantitative Modeling (3 units)

Overview of the literature on modeling marketing phenomena. Previous course code: MARK 541.

Instructor: L1 Prof ZHAO, Ying

MARK 5470 Seminar in Consumer Behavior II (3 units)

Overview of advanced topics in psychology and consumer behavior research. An information processing approach is used to help students develop expertise on a range of diverse topics such as attitude formation and change, culture, information processing, motivation and goals, emotion, consumer decision making.

Instructor: L1 Prof SENGUPTA, Jaideep