Faculty : Faculty of International Business and Humanities

School : School of International Business

Course Description :

This course will provide a comprehensive introduction to the subject of marketing research, and discuss some key concepts, process and techniques, and their application. Starting with an overview of marketing research, research design is discussed including qualitative and quantitative data.

Faculty : Faculty of International Business and Humanities

School : School of International Business

Course Description :

This course investigates the development and management of products and services. Topics in new product development include idea generation and screening, design, planning, and prototyping, and new product roll-out, as well as the development of marketing strategies and implementation plans for new products and services. Management of existing products and services is also covered with an emphasis on integration of new products and services into the product line. Additional topics include, but are not limited to quality management, management of innovation, and new product design and development team management.

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 focus on developing marketing strategies and resource allocation decisions driven by quantitative analysis. Topics covered include market segmentation, market response models, customer profitability, and social media, paid search advertising, product recommendation systems, mobile geo-location analysis, media attribution models, and resource allocation. The course will draw on and extend students’ understanding of issues related to integrated marketing communications, pricing, digital marketing, and quantitative analysis. The course will use a combination of cases, lectures, and a hands-on project to develop these skills.

Faculty : Faculty of International Business and Humanities

School : School of International Business

Course Description :

This course deals with the design and management of the channels through which companies go to market. Channels are analyzed as systems of inter-dependent firms that simultaneously collaborate and compete with other systems to bring a value proposition to the final consumer. The emphasis is placed on understanding the economic and behavioral factors that influence the actions of these firms. It is not intended to be a class in retailing, wholesaling or logistic; rather we will concentrate on the relationships between the firms in a channel and on the strategic role of channels in achieving firm’s objectives.