Undergraduate Courses Offered in Spring 2023

CORE 1360 Marketing and Society (3 units)

This course will challenge the dynamics of marketing and the role it now plays within a social, sustainable and/or ethical context, in industries like Fashion, Food, Cigarettes and Alcohol, Social Media, NFT’s, E-Sports and Recycling. We explore and analyze current social issues affecting marketing decisions within the context of business strategy. This course aims to help students understand the dynamics of marketing decision-making and the impact these decisions have on society's well-being/"bad-being". Students should be able to: (i) appreciate the variety of social, political and economic forces affecting marketing organizations at the global and local level; (ii) identify/analyze current public issues in the interplay between marketing and society, such as advertising to children, junk food, and climate change; (iii) critically evaluate the debates around the ethical responsibilities of marketers; (iv) apply the above learning to real world cases. Students will gain the ability to apply basic theoretical and analytical frameworks to real world marketing problems and cases and reflect on their own behavior and experiences as consumers.

Instructor: L1 - L2 Prof PUIG, Coral

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   Prof WANG, Wenbo

L4 - L5   Prof DALTON, Amy

L6   Prof PUIG, Coral

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 SHI, Mengze

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 - L2 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 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 - L3   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.

Instructors:

L1 Prof SALVACRUZ, Joseph

L2 - L4 Prof RAITT, Gene