MARK 432 - Digital Marketing

3 units (fi 6)(EITHER, 3-0-0)

This course introduces the student to the management of the marketing communication mix with an emphasis on the evolving nature of digital marketing communication tools. It focuses on the techniques used for marketing communications in an environment where consumer and cultural influences strongly interact with strategic marketing decisions to impact outcomes. The role of measurement analytics in the implementation of communications strategy is also examined. Prerequisite: MARK 301.

MARK 442 - Seminar in International Marketing

3 units (fi 6)(EITHER, 3-0-0)

Analysis of problems of international marketing; development of marketing strategies in light of world cultural, economic, geographic, legal and political factors. Prerequisite: MARK 301.

MARK 472 - Branding and Marketing Strategy

3 units (fi 6)(EITHER, 3-0-0)

This course examines the analysis, planning and implementation of marketing strategies, with a special emphasis on the role of brands in that process. Important elements of the course include the concept of brand equity (what it is, why it is important, how to develop and manage it, how to measure it), and the applied implementation of marketing strategies. Prerequisite: MARK 301.

MARK 630 - Marketing Communications and Branding

3 units (fi 6)(EITHER, 3-0-0)

This course introduces the student to the management of marketing communications with an emphasis on the evolving nature of marketing communication tools. It also introduces the techniques used in the creation, nurturing and leveraging of brand assets in an environment where consumer and cultural influences strongly interact with strategic marketing decisions to impact brand meaning and value. Prerequisite: MARK 502.

MARK 664 - Product Management and Pricing

3 units (fi 6)(EITHER, 3-0-0)

Development, management and pricing of interrelated goods and services. New product development, pricing strategies for new products, managing a product portfolio, bundling of goods and services and pricing the bundles, and tailoring price and product to different segments. Prerequisites: MARK 502, and BUEC 502 or 503.

MARK 432 - Digital Marketing

3 units (fi 6)(EITHER, 3-0-0)

This course introduces the student to the management of the marketing communication mix with an emphasis on the evolving nature of digital marketing communication tools. It focuses on the techniques used for marketing communications in an environment where consumer and cultural influences strongly interact with strategic marketing decisions to impact outcomes. The role of measurement analytics in the implementation of communications strategy is also examined. Prerequisite: MARK 301.

MARK 442 - Seminar in International Marketing

3 units (fi 6)(EITHER, 3-0-0)

Analysis of problems of international marketing; development of marketing strategies in light of world cultural, economic, geographic, legal and political factors. Prerequisite: MARK 301.

MARK 472 - Branding and Marketing Strategy

3 units (fi 6)(EITHER, 3-0-0)

This course examines the analysis, planning and implementation of marketing strategies, with a special emphasis on the role of brands in that process. Important elements of the course include the concept of brand equity (what it is, why it is important, how to develop and manage it, how to measure it), and the applied implementation of marketing strategies. Prerequisite: MARK 301.