Curriculum

This course links classroom knowledge and real-world applications with an actual work setting opportunity. It provides students with hands-on work experience in the marketing related industry, which are necessary for a successful career path. Students should have some ideas of their job interests, personal skill sets and career path, and then secure a position in line with that. Students should take the initiative to contact the Career Development Centre for assistance and continual feedback. After the internship, students can have a reflection opportunity on the direction of their career paths.

New digital technologies have fundamentally reshaped marketing theory and practice in the last decade alone. Technology has changed the modes of communication through which firms engage with consumers. Moore’s law has made the storage and analysis of consumer data scalable, creating opportunities for fine-grained behavioral analytics. New monitoring tools have fostered precise and personalized customer relationship management practices. This course is about gathering, analyzing, and interpreting data about markets and customers. It has been designed for analysts and managers who will be using market intelligence, and so is intended for students wanting to go into marketing management, consulting, strategy, general management, and entrepreneurship. Students who take this class will learn about the types of digital marketing decision problems in which research information is most useful – fundamentals problems of target market selection, new product or service introduction or modification, customer retention, pricing, etc. that are crucial in the digital age. Throughout the course we will specifically stress the theory and practice of randomized experimentation, A/B testing and the importance of causal inference for marketing strategy.

The objective of this course is to provide students hand-on experience to solve managerial marketing problems in the real-world environment. The course consists of lectures, group projects, meetings, reports and presentations. Student work on the real world data and collaborate closely with professors to deliver joint solutions to the managerial marketing problems in the industry.

Much of the global economy is increasingly dominated by services. This course focuses on challenges of managing service brands and delivering quality service to customers across industry sectors. The attraction, retention, and building of strong customer relationships through quality service (and services) are all at the heart of the course content. This course considers service excellence as a corporate strategic vision and views effective service strategy from an integrative perspective that covers customers, employees, and firm operations. This course is designed to help students recognize the vital role that services play in the economy and its future as well as acquire the necessary knowledge and skills to implement quality service strategies for competitive advantage across industries.

Over the last decades, the concept of brands and branding is increasingly important for companies in almost every industry, from consumer goods markets to business to business (B2B) organizations. In contemporary markets where competition is multifaceted, brands and brand equity are the most valuable strategic assets in developing effective marketing strategies, competitive advantage and long-term profitability.
This course is designed to acquaint students with how strong brands are created and managed, as well as what should be done to sustain and leverage their brands over time. Students learn to build and manage strong brands to help organizations compete in the marketplace. Conceptual theories and case studies will be used to enhance understanding of the application of knowledge in real world situations. Topics will cover from the meanings of brand, building strong brands in the global and digital world to specific categories of branding strategies, such as luxury branding.

Design thinking is an essential tool for simplifying and humanizing. The principles of design thinking include a focus on users’ experiences. It is a multi-step method for understanding users’ needs better, creating innovative solutions for them and iterating quickly to get it just right. In the course, students will learn how to use the physical models such as diagrams and sketches, to explore problems and the use of prototypes to experiment with solutions to create more relevant marketing.

Internet of Things (also referred to as IoT) is an Internet technology that extends Internet connectivity beyond standard devices, such as desktops, laptops, and smartphones, to any range of everyday objects including traditionally non-internet-enabled physical devices. By combining low-power, battery-free hardware with real-time digital analytics, IoT disrupts the traditional retail process and enables retailers to transform their customer service relationships and provide consumers with a seamless shopping experience, while meeting, and surpassing, the expectations of increasingly tech-savvy consumers. This course introduces the key concepts of IoT and its applications in Retail industry.