Postgraduate Courses Offered in Spring 2025

MARK 5120 - Marketing Strategy (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.

INTENDED LEARNING OUTCOMES
On successful completion of the course, students will be able to:
1. Conduct a marketing environmental analysis and identify market opportunities that will be strategically fit with the company or organization.
2. Identify and evaluate segments, and decide on the appropriate target(s) within a given market.
3. Construct a persuasive value proposition and positioning statement for a given offering.
4. Formulate marketing strategies and make strategic marketing decisions, including specific marketing mix strategies.
5. Monitor and control strategic marketing plans.
6. Make effective presentations of a company’s or organization’s marketing plan.

Instructors: L1 - L2 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. Previous Code: MARK 6900K.

INTENDED LEARNING OUTCOMES
On successful completion of the course, students will be able to:
1. Recognize the unique properties, opportunities and challenges of the luxury industry.
2. Identify and analyze key issues specific to the luxury industry.
3. Apply marketing knowledge and strategy to solve issues at hand.

Instructor: L1 Prof HELSEN, Oliver Peter

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.

INTENDED LEARNING OUTCOMES
On successful completion of the course, students will be able to:
1. Identify key principles and concepts relating to consumer behavior.
2. Examine the available theory and research concerning the psychology of the consumer.
3. Design and develop an effective marketing mix for a product or service relying on in-depth knowledge of the consumers.

Instructor: L1 - L2 Prof SENGUPTA, Jaideep

MARK 5300 - Pricing Strategy (2 units)

Students can learn practical tools to design pricing strategies from a marketing perspective and considers economic, strategic and psychological inputs in pricing decisions that are sustainable and generate profitable revenue streams. Through examples and case studies, it discusses the tools to assess consumer’s willingness to pay, and how this information can be used to improve pricing strategies. Other popular and innovative pricing tactics, such as customization, bundling, subscriptions, versioning, freemium, online auctions and revenue management will also be covered. Previous course code: MARK 6900W.

INTENDED LEARNING OUTCOMES
On successful completion of the course, students will be able to:
1. Apply the basic pricing frameworks in a competitive environment.
2. Design to derive consumers' willingness to pay and its role in pricing decisions.
3. Explain the impact of psychological factors on consumers' willingness to pay.
4. Recognize the role of ethics and legal issues in pricing decisions.

Instructor: L1 Prof VAN DER LANS, Ralf

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. Prerequsite: MARK5120. Exclusion: MIMT 5010.

INTENDED LEARNING OUTCOMES
On successful completion of the course, students will be able to:
1. Translate management problems into tangible research questions.
2. Evaluate marketing research and identify the opportunities and potential limitations of it.
3. Design and implement a marketing research project.

Instructor: L1-L2 Prof SHI, Mengze

MARK 5400 - Marketing Analytics(2 units)

The course will introduce the foundation of marketing analytics. It will first draw upon economics and marketing theories to understand why and where analytics are needed to solve marketing problems, and then introduce major applications, including customer analytics, product analytics, pricing analytics, and advertising analytics. The focus will be on the business logics and methodological principles behind the common applications.

INTENDED LEARNING OUTCOMES
On successful completion of the course, students will be able to:
1. Understand why and where marketing analytics are needed.
2. Learn basic and some advanced regression methods.
3. Understand basic principles of predictive models.
4. Learn the principles of experimental method.
5. Understand basic applications like customer analytics, advertising analytics, product analytics, and pricing analytics.

Instructor: L1 - L2 Prof LIN, Song

MARK 5410 - Seminar in Quantitative Modeling (3 units)

Overview of the literature on modeling marketing phenomena.

INTENDED LEARNING OUTCOMES
On successful completion of the course, students will be able to:
1. Demonstrate a broad based knowledge of problems in the field of marketing in order to propose solutions.
2. Integrate functional knowledge to solve marketing-related problems.

Instructor: L1 Prof ZHAO, Ying

MARK 5430 Digital Marketing (2 unit)

This course is designed to introduce students to the concepts and skills essential in digital marketing. This course focuses on the decisions that managers make and the tools that they use to support an effective digital marketing strategy. We try to answer questions such as the following: What is digital marketing? What makes for a good digital marketing strategy and what new tools can be used in digital marketing practice?

INTENDED LEARNING OUTCOMES
On successful completion of the course, students will be able to:
1. Gain digital consumer insights and solve real life digital marketing problems by analyzing digital marketing data, applying digital marketing tools, and developing a holistic digital marketing framework.
2. Provide segmentation, targeting, positioning, and branding strategy as a manager of digital marketing. Develop digital marketing plans based on the marketing environment.
3. Build brands that will prosper in the digital global marketplace. Skills include brand communication, social media planning, digital message strategy, public relations, crisis management, and brand research.
4. Develop and implement digital marketing strategies, including various pricing tools, product decisions, digital promotion strategy, online and offline channel coordination.
5. Create sustainable digital marketing strategies and develop a sense of social responsibility in the digital environment. Topics include consumer welfare, data privacy, online marketing fraud, digital green marketing.

Instructor: L1 Prof WANG, Wenbo

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.

INTENDED LEARNING OUTCOMES
On successful completion of the course, students will be able to:
1. Demonstrate an ability to explain specific areas in the marketing literature in order to differentiate and critique the literature.
2. Design research to solve marketing-related problems in an innovative fashion that applies their specialized knowledge.

Instructor: L1 Prof SENGUPTA, Jaideep

MARK 5500 - Sustainable Marketing (2 units)

These days a critical question in companies’ boardrooms is no longer whether to become a good corporate citizen but how. Corporate social responsibility and sustainability have never been more prominent on corporate agendas than today. Marketing plays a vital role in sustainability. In this course, we explore the meaning of sustainability in a marketing context and how marketing can create value in such endeavors.

INTENDED LEARNING OUTCOMES
On successful completion of the course, students will be able to:
1. Understand what constitutes environmental and social sustainability.
2. Comprehend why sustainable marketing is vitally important both to society and to a successful business strategy.
3. Understand how sustainability can drive a successful marketing strategy from the mission statement down to the strategy development and implementation.
4. See what drives consumer activism and what strategies companies can deploy to cope with consumer boycotts.
5. Grasp how sustainability can inform and improve marketing practices as an integral part of a competitive marketing plan.

Instructor: L1 Prof RACH, Sean

MARK 5520 - Experimental Design and Analysis for Behavioral Research (3 units)

This course is aimed at PhD students who intent to conduct experimental and quasi-experimental research in business (e.g., marketing, organizational behavior). The primary objective is to master the concepts and tools needed for collecting and analyzing behavioral data. In addition, the course provides an introduction to SAS, one of the most widely used statistical programming languages for manipulating and analyzing data.

INTENDED LEARNING OUTCOMES
On successful completion of the course, students will be able to:
1. Demonstrate an ability to explain specific areas in the marketing literature in order to differentiate and critique the literature.
2. Design research to solve marketing-related problems in an innovative fashion that applies their specialized knowledge.
3. Present their discipline knowledge, teach independent courses, and/or lead discussion sessions effectively.
4. Present their discipline knowledge clearly to layman.

Instructor: L1 Prof ZHOU, Rongrong

MARK 5588 - Entrepreneurial Marketing (2 units)

In the last decade, we have seen a significant increase in the number of startups being founded globally with their biggest challenges being growth and expansion. In this course, students will learn how to think entrepreneurially when it comes to marketing. The course will discuss topics such as business planning, building brand awareness and growth using strategic and innovative marketing approach. Whether students are looking to start their own business, join a startup, or join a corporation that values an intrapreneurial spirit, this course will teach them the essentials/basics they need to succeed.

INTENDED LEARNING OUTCOMES
On successful completion of the course, students will be able to:
1. Understand what is entrepreneurship: launching and working at a startup – the opportunities and challenges.
2. Assess market opportunities and challenges in the global marketplace.
3. Build a strategic, scalable and sustainable marketing journey.
4. Use technology to build a sustainable and eco-friendly footprint.
5. Understand how marketing software (AI and data analytics) can enable quicker growth.

Instructor: L1 Prof KOC, Joseph

MARK 6901D - Customer Relationship Management (2 units)

This course is designed to provide students with a comprehensive understanding of Customer Relationship Management (CRM) and its uses, benefits, and Implementation. It will cover three key areas: strategic, operational, and analytical. Through case illustrations, students will gain an understanding of CRM in practice, along with images (screenshots) of CRM software currently available to "demystify" the technicalities. Live demos of software in class may also be arranged. The course will take a managerial POV to track the role of CRM throughout the customer journey stages of acquisition, retention, and nurturing/development. The course will be designed to be theoretically sound, but also managerially and practically relevant. It will include many illustrations and examples of technology applications that support marketing, sales, and service teams as they interact with customers. Case studies will be international in scope and will focus on the evolving CRM landscape, including big data, AI in its current form, analytics, social media role, real-time marketing, privacy, and data security issues and solutions.

Instructor: L1 RAITT, Gene

MARK 6901E - Content Marketing (2 units)

Content marketing is a marketing technique of creating and distributing relevant valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action (Content Marketing Institute, 2013). This course is designed to help students learn how to develop “right” content in the “right” channels during the “right” occasion to the “right” consumer.

Instructor: L1 DUAN, Yi

MARK 6901G - Design Thinking for Marketing (2 units)

This course introduces the concept of design thinking in the realm of marketing. It covers the five stages of design thinking - empathy, problem definition, ideation, prototyping, and testing - and their applications in creating user-centric marketing strategies. Students will develop practical skills in designing thinking applied to marketing strategies that are innovative and resonant with target audiences.

Instructor: L1 FISCHER, Fabrice

MARK 6901H - New Product Development Using Design Thinking (2 units)

This course provides an in-depth understanding of how to apply design thinking principles and methodologies to the new product development (NPD) process. Students will learn the NPD process steps and concepts of design thinking including human-centred design, rapid prototyping, and creative problem solving. Through a combination of theoretical knowledge, practical case studies, and industry insights, students will develop the skills and expertise needed to lead new product development projects, navigate global business challenges, and drive sustainable growth through innovation.

Instructor: L1 Prof RACH, Sean

MARK 6901I - Marketing Strategies for Financial Services (2 units)

This course aims to help students understand marketing concepts and practical applications in the financial sector. We will explore a range of marketing strategies and applications in different areas of finance including, but not limited to, fintech, blockchain/crypto, wealth management, payments, capital raising, and retail banking. We will also cover marketing frameworks within topic areas such as B2B marketing, CRM marketing, digital channels, customer retention, and customer value propositions. In addition to the theoretical aspects, students will also learn from practical business strategies and insights shared from industry professionals. This will provide them with a foundation on which to build their potential marketing careers at international companies and/or financial services firms.

Instructor: L1 Prof PEREIRA, Kevin

MARK 6950 - Marketing Action Learning Project (2 units)

A team project that focuses on analyzing and solving a real-world marketing challenge within an organization (e.g., company, NGO). Students will develop marketing consulting experience, collaborate to produce a marketing report, and present their in-depth insights and recommended solutions to the sponsor.

INTENDED LEARNING OUTCOMES
On successful completion of the course, students will be able to:
1. 1. Identify marketing opportunities and challenges
2. Gather in-depth consumer and market insights
3. Come up with effective marketing recommendations
4. Sharpen their team-work and communication skills
5. Develop marketing strategies and tactical solutions based on market intelligence

Instructors: L1 Prof HELSEN, Kristiaan and Prof HONG, Jiewen

MARK 6990 - MPhil Thesis Research (0 units)

Master's thesis research supervised by a faculty member. A successful defense of the thesis leads to the grade Pass. No course credit is assigned.

INTENDED LEARNING OUTCOMES
On successful completion of the course, students will be able to:
1. Demonstrate an ability to explain specific areas in the marketing literature in order to differentiate and critique the literature.
2. Demonstrate a broad based knowledge of problems in the field of marketing in order to propose solutions.
3. Design research to solve marketing-related problems in an innovative fashion that applies their specialized knowledge.
4. Present their discipline knowledge and lead discussion sessions effectively.
5. Present their discipline knowledge clearly to layman.

MARK 7990 - Doctoral Thesis Research (0 units)

Original and independent doctoral thesis research. A successful defense of the thesis leads to the grade Pass. No course credit is assigned.

INTENDED LEARNING OUTCOMES
On successful completion of the course, students will be able to:
1. Demonstrate an ability to explain specific areas in the marketing literature in order to differentiate and critique the literature.
2. Demonstrate a broad based knowledge of problems in the field of marketing in order to propose solutions.
3. Design research to solve marketing-related problems in an innovative fashion that applies their specialized knowledge.
4. Present their discipline knowledge and lead discussion sessions effectively.
5. Present their discipline knowledge clearly to layman.