Faculty : Faculty of International Business and Humanities

School : School of International Business

Course Description :

Rigorous evaluation of elements for the effective development, implementation, and management of advertising and integrated promotion campaigns

Faculty : Faculty of International Business and Humanities

School : School of International Business

Course Description :

Pricing is a critical marketing decision which enables a firm to translate customer value into profit. This course provides a first survey of pricing concepts. Instead of discussing pricing in isolation, we focus on the interplay between pricing and other aspects of marketing, such as positioning, branding and advertising. To this end, we provide a formal treatment of pricing concepts in the framework of game theory. Finally, we also discuss non-pricing tools that firms can use in order to capture customer value. Specifically, we cover cases wherein firms generate a profit while keeping their services free, a phenomenon that is widely observed among Internet firms. This course has no formal prerequisite, but a willingness to study formal (i.e., mathematical) models is assumed. Any previous exposure to microeconomics analysis and game theory will be helpful.

Faculty : Faculty of International Business and Humanities

School : School of International Business

Course Description :

No Courses Description

Faculty : Faculty of International Business and Humanities

School : School of International Business

Course Description :

This course will cover concepts and practices related to marketing in this unique, fast-paced environment, including ; the characteristics of high-technology industries, different types and patterns of innovation, and their marketing implications, the need for (and difficulties in) adopting a customer-orientation, tools used to gather marketing research/intelligence in technology-driven industries, use of strategic alliances and partnerships in marketing technology, adaptations to the "4 p's", regulatory and ethical considerations in technological arenas. Rather than focusing on a specific high-technology industry, the class is designed to explore a range and diversity of industries and contexts. However, because a large majority of such high-tech products are used by business customers (as opposed to consumers in personal households), many of the underlying principles for this course will draw from theories of business-to-business marketing, modifying them as appropriate for the high-tech environment. Issues for both small and big business will be addressed. Finally, the course will provide a balance between conceptual discussions (based on readings of concepts and practices) and applied/hands-on analysis (industry analyses, cases, guest speakers, and a semester project).

Faculty : Faculty of International Business and Humanities

School : School of International Business

Course Description :

This course explores the core principles necessary to create competitive advantages in marketplace by implementing innovative green/sustainability marketing strategies. As business becomes more aware of the need to be sustainable and consumers demand more transparency, marketers need to help companies with this effort. Today’s marketing professional needs to do more than sell products, they need to be part of the cultural shift and move toward a more sustainable marketing practice. Topics include corporate social responsibility, environmental responsibility, green marketing strategies, cause marketing, transparency establishing partnerships, and the dangers of green washing.