This course aims to provide you with a diagnostic framework to better understand the broader business context confronting a company before one can effectively apply classical marketing tools. It seeks to arm the marketer with the lens of a Business Stakeholders and helps anchor marketing solutions and proposals on solving the top priorities of the company as oppose to pursuing its silo metrics and goals. Just as Market Research help define the consumer, competitive and channel landscape. MPI enable the marketer to map the company’s priorities, pressure points, culture and legacy to incorporate into an impactful marketing proposals and solutions.

This course is an introductory course to pricing as a corporation function. The course will examine the basic concepts of how buyers respond to price stimuli, and how prices are key marketing tools. Students will learn the various dimensions of price and the role price plays in firm/product positioning. The course will explore in-depth the issues of developing and managing effective pricing strategies while questioning existing practices and widespread assumptions. Students will learn how prices present important information, what role the corporate executive must play in designing and implementing pricing strategies and how pricing strategies affect firm survival and sustainability.

To facilitate well-informed marketing analysis and decision making, marketing scholars and practitioners have not only developed but also implemented a large variety of analytic models and tools to facilitate marketing decision making and oftentimes high-level strategic consultation. This course helps you to digest the underlying mathematics details of the most popular analytical marketing models, and more importantly will guide you through the development and use of applicable software and interpretation of results. The aim of course is to build your skills and confidence in undertaking analytics for marketing decision making.

This course follows up on the marketing core courses by operationalizing several critical marketing concepts such as segmentation, targeting, positioning, and marketing resource allocation. By studying this course, you can expect to master key skills that companies increasingly desire for in internet especially mobile era, such as using different ways to segment markets, understanding the data required for segmentation, identifying attractive customers to target, determining the best positioning of your brand in customers’ minds, and developing new products that add value to consumers and firms, among others.

The course is designed for students who have some background in quantitative methods (e.g., probability and statistics), and who are motivated to learn to conduct marketing analysis and decision making with the aid of smart software.

The digital economy has posed new challenges to traditional marketing strategies. Social media, big data and mobile communications have open up new opportunities for businesses to engage with the consumers. Businesses need to have an increasing and stronger presence in the digital world that is facing major disruptions in all industries.

The Digital Marketer needs to nimble, forward-looking and technologically savvy. They need to understand the traditional marketing and their transition to the digital world. They need to go beyond the technologies to have a holistic view of the traditional and digital world in order to be effective and efficient.

The primary objective of this course is to help each student become an incisive discoverer of strategic consumer insights. Discovery is both an attitude and a practical skill. It goes beyond surface-level intuitions, and involves venturing into the unknown and encountering consumers in unchartered territories, examining and analyzing their behavior critically, and uncovering bits of truth that can steer managerial action.

Toward this end, this course is designed to provide participants with a comprehensive coverage of frameworks, concepts, tools, and techniques to get into the minds of consumers, with an emphasis on uncovering, generating, and interpreting business-relevant consumer insights. Relevant theories and research in behavioral sciences will be discussed with the overarching goal of understanding and influencing consumer behavior. Topics include consumer needs analysis, consumer learning and information search, buying process analysis, choices and decision-making, customer satisfaction management, and social influence.

This course is targeted at intellectually motivated students interested in pursuing careers in general management, marketing, entrepreneurship, business consulting, media and advertising, as well as not-for-profit marketing. The format will be action-learning-oriented with many in-class and out-of-class exercises and a group field project, in addition to more traditional lectures, readings, and case analyses.

Behavioural economics is an interdisciplinary field which applies psychological theory and research to economics. Important behavioural economics findings which demonstrate persistent and systematic deviations from the “rationality” assumption in economic decision making will be surveyed. Alternative theoretical accounts departing from the standard rational, self-interested maximization models will be introduced. The implications to business practices will also be discussed.

This module aims to raise the understanding of the significance of Design Thinking and its innovative applications to businesses.

It would provide:

1. insights on the cognitive issues of Design Thinking at the personal level;
2. a broad review of the practice of Design Thinking at organizational level; and
3. an experience of the processes and methodologies needed to take a creative idea all the way to market. It does these through a series of lectures, case studies, and intensive design thinking workshops.

Consumer Culture Theory (CCT) is a synthesizing framework that examines the sociocultural, experiential, symbolic and ideological aspects of consumption. The tenets of CCT research are aligned with consumer identity projects, marketplace cultures, the sociohistorical patterning of consumption, and mass-mediated marketplace ideologies and consumers’ interpretive strategies. In this course, we will explore the dynamic relationships among consumer actions, the marketplaces and cultural meanings.

Many things happened in the global economy since the turn of the 21st century, giving rise to new market opportunities worldwide. This module is designed for students who wish to know more about marketing strategies in reaching out to global customers in the new economy. Through conceptual learning, case analyses, problems solving, and project assignments, this module prepares students for developing and implementing marketing strategies in the face of socio-cultural, legal, political, economic, and technological challenges in the world’s new economic environment.

Corporate sustainability is a balancing act. Companies who are socially and environmentally responsible are facing a conundrum these days. How does one address the needs of the present without compromising the ability of future generations to pay the price of current generation’s misdeeds. When companies engage in corporate sustainability, they create a long term view of implementing a business strategy that looks into cultural, social, environmental, ethical and economic dimensions. The module, Sustainability Marketing aims to show how companies need to calibrate the economic gains of its stakeholders’ value with that of the environment and the community.

This course combines theory with practice, linking the classroom with the consumer marketing workplace. It employs Destiny©, a business simulator that mirrors the buying behaviour of consumers, to give participants the unique experience of running a virtual organization. Based on established analytic techniques and research methodologies that leading consumer marketing firms regularly use, the module is designed to train marketing professionals in the application of market intelligence, analytic techniques and research practices, for taking day-to-day marketing decisions, and developing and executing marketing strategies.

This course examines product management beginning with the process of new brand/product development. It is designed to give students in-depth exposure to the development and management of products using theories and concepts, case analyses, problem sets, class debates and project assignments so that students are prepared for the customer-driven marketing challenges of a product/brand manager.