Undergraduate Courses Offered in Spring 2026

MARK 1220 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.Exclusion: CORE 1360.

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.

Instructors:

L1 - L3   Prof WANG, Wenbo

L4 - L5   Prof DALTON, Amy

L6 - L8   Prof 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 - L2  Prof SHI, Mengze

MARK 3420 Consumer Behavior  (4 units)

PPsychological 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 3430 Global Marketing  (4 units)

Understanding the formulation of international/multinational marketing strategy; factors influencing international trade, assessment of market potential, threats and opportunities in the international market environment, global marketing activities.  Prerequisite: MARK 2120.

Instructor: L1 Prof HELSEN, Kristiaan

MARK 3460 Retail Management in the Digital Age  (4 units)

This course explores the critical concepts and strategies that define the modern retail landscape. It examines the impact of technology on retail operations, consumer behavior, and market dynamics. Students will learn about emerging trends such as e-commerce, mobile shopping, and data analytics, while also gaining insights into effective merchandising, customer engagement, and supply chain management. Through case studies, interactive discussions, and hands-on projects, students will develop the skills needed to thrive in a rapidly evolving retail environment and understand how to meet the demands of today's tech-savvy consumers.   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 - L3 Prof RAITT, Gene