Undergraduate Courses Offered in Spring 2020

MARK 1220 Marketing and Society (3 units)

The dynamics of marketing within a social and ethical context; exploration and analysis of social issues affecting marketing managers' decision making; approaches to business marketing success in line with social accountability and relevance of the business firm.

Instructor: L1 Prof PUIG, Coral

MARK 1230 Consumerism and Happiness (3 units)

Historical, cultural, psychological and economic perspectives on consumerism; the role of advertising and branding in influencing self-identity and consumerism; money, materialism, and happiness; managing personal finances.

Instructor: L1 Prof SALVACRUZ, Joseph

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.


L1, L6 & L7  KIM, Christine

L2 - L3  Prof DALTON, Amy Nicole

L4 - L5  SHI, June

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 - L3  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  Prof SALVACRUZ, Joseph

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 - L3 Prof ZHOU, Ronrgong

MARK 3460 Retailing  (4 units)

This course introduces the basic concept of retailing and its application in various retailing context. It will cover the major blocks of retailing, such as site-selection, display analysis, pricing and advertising strategies.   Prerequisite: MARK 2120.

Instructor: L1 - L2  Prof ZHAO, Ying

MARK 3470 Services Marketing  (4 units)

The development of marketing strategy for a variety of service businesses including: the traditional marketing mix (4 P's) and the management of the service encounter, i.e., the interface between the service firm and the consumer.   Prerequisite: MARK 2120. Exclusion: ISOM 3740.


L1  Prof RAITT, Gene

MARK 3480 Pricing Strategy  (4 units)

This course is designed to deepen understanding of pricing issues which marketing managers may face under some degree of market power. The course will develop basic pricing theories and concepts from economics and marketing and present managerial implications for decision making.   Prerequisite: MARK 2120.

Instructor: L1 - L2  Prof VAN DER LANS, Ralf

MARK 4210 Strategic Marketing (4 units)

Developing a comprehensive and integrated framework for directing and managing the marketing functions of a company; methods to analyze marketing opportunities, assess competitive advantages and forecast market changes. Prerequisite: MARK 2120, MARK 3220 and MARK 3420.


L1 - L2  Prof HONG, Jiewen

L3 - L4 Prof RAITT, Gene