RELEVANT COURSES
A SHORT LIST OF MARKETING COURSES AND THEIR DESCRIPTIONS
MKT
0IBUSY04
Marketing of the Luxury Sector
The goal of this class is to familiarize the students with luxury codes (specificities) and communication, and to emphasize that luxury marketing is different from the “classic” marketing used for the mass market. After a brief review of fundamental marketing concepts, such as brand, identity and image, we will study the specificities of luxury (the do's and don'ts, the different perceptions, the influence of cultures, the different types of clients) and we will analyze how brands should communicate using various tools (celebrities, products placement, events, digital) in order to share their values and educate their clients on their brands codes. To learn, understand and be able to apply the necessary theory and tools to support strategic decisionmaking and the strategic management process within organizations. This course gives you a perspective on the financial and organizational techniques required for the effective execution of strategic decisions, and the critical role that managerial leadership plays in the viability and growth of a business. The course covers management control and systems used in management control. The starting point for the use of management control systems are that organizations need to plan, implement, monitor, evaluate and adapt organizations with the aim to achieve specified goals. Within the context of the course there will be insights into control methods and control philosophies, responsibilities, production financial and logistical concepts, production processes, forecasts, and the elaboration of balanced scorecards.
MKT
301
Fundamentals of Marketing
This course was designed to introduce you to the activities of marketing and present the principles and strategies needed to successfully perform these tasks. I had to critically analyze the marketing process, the institutions that perform it, the functions they provide, and their operating environments. Additionally, I developed an awareness of the major marketing problems faced by a variety of organizations, with emphasis on sound approaches to addressing and resolving such problems. I cultivated a proficiency in developing customer-oriented, competitive marketing strategies and tactics, as well as made clear the impact and role of the marketing process in society. Finally, this course served to provide a foundation for those students like myself who plan to do advanced work in marketing and related functional areas of business.
MKT
410
Consumer Behavior
The primary objective of this course is conveying the underlying motivations and drivers of marketplace behavior in order to understand why people buy. This course will explore the social and individual forces which influence the buyer/consumer transaction. Additionally, we will revisit activities of marketing and present the principles and strategies needed to successfully perform these tasks. The course is designed to develop an awareness of the major customer-related marketing problems faced by a variety of organizations, with emphasis on sound approaches for addressing and resolving such problems. We will understand how to conduct marketing research to uncover consumer wants and desires; as well as begin to cultivate a proficiency in developing consumer-oriented, competitive marketing strategies and tactics. This course will serve to provide a behavioral foundation for those students who plan to do advanced work in marketing and related functional areas of business.
MKT
412
Marketing Research
The objective of this course is to provide students with an understanding of the planning, execution, and evaluation of marketing research activities. This course will place an emphasis on the techniques and methodology used in collection, analysis, and interpretation of economic, demographic, and sociological data for use in marketing decision making as well as knowledge of theory development and testing processes. Upon completion of this class, students should be able to understand, interpret, and appropriately use marketing concepts, theories, and models listed in the course outline.
MKT
413
Social Media & Marketing Analytics
Technology is at the center of many valuable marketing tools and practices. For example, marketers commonly use social media, such as Twitter, YouTube, Facebook, and Instagram; and with various technologies, new approaches and principles have emerged, such as permission marketing and inbound marketing. New types, and increased amounts, of data associated with consumer use of technologies has made marketing analytics vital to effective decision making and performance diagnostics and evaluation (e.g., ROI). It is extremely important for marketers to understand how to effectively use these technologies, leverage new approaches and principles, and understand how to analyze and leverage associated data.
MKT
422
Advertising & Promotional Strategy
This course is designed to give you an understanding of the advertising process, integrated marketing communications, promotional tools, and new media options such as online and mobile advertising, and social media. We will focus on how consumer behavior, marketing communications theories, and research data can be used to design effective advertising and promotional strategies.