Undergraduate Courses Offered in Spring 2022

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 - L2 Prof PUIG, Coral

MARK 1230 Consumerism and Happiness (3 units)

THistorical, 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, L3   SALVACRUZ, Joseph

L2, L6 - L7   KIM, Christine

L4 - L5   Prof DALTON, Amy Nicole

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 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.

Instructors: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 - L3  Prof ZHAO, Ying

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   VAN DER LANS, Ralf

MARK 3610 Digital Marketing  (4 units)

Digital Marketing has reshaped the consumer landscape, and it is offering business new challenges and opportunities. In this course, students will learn important concepts related to digital marketing, factors that facilitate effective digital marketing initiative, and a consumer-centric approach to develop marketing plans. Students will also have hands-on experiences with web analytics and other real-life examples.   Prerequisite: MARK 2120.

Instructor: L1 - L2   PARK, Sang Kyu

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.

Instructor: L1 - L3 Prof RAITT, Gene

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  Prof YANG, Wooyun