MARKETING

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Basic Courses

Importance of Accounting and accounting information, ethical standard for professional accountants, conceptual framework, double–entry system, analyzing and recording business transactions, flow of accounting data, trial balance, adjusting process, closing the books and completing the accounting cycle, preparation of the financial statements, accounting for merchandising and service organizations, voucher system, fraud, internal controls and Cash.

Purpose and major characteristics of Managerial Accounting, the reporting of manufacturing activities, cost concepts, cost accounting systems, cost-volume-profit analysis, tools for management using in short-term and long-term decision makings, preparation of master budget and Financial Statements analysis.

Theories, concepts and functions of the management process, the organization of business operations, management responsibilities, and different environments.

This course provides an introduction to the basic tools of economics and provides a rigorous framework for understanding how individuals, firms, markets, and governments allocate scarce resources. Students will learn microeconomic concepts relevant to management including; pricing decisions, risk aversion and risk sharing, moral hazard, and adverse selection. The focus of the course is on the application of economic tools rather than a purely theoretical understanding.

The legal system governing business transactions. The legal environment in which businesses operate, relating to general partnerships, limited partnerships, limited liability companies, small closely-held corporations, and large publicly-traded corporations. Topics covered include contracts, sale of goods, insurance, international law, consumer protection legislation, warranties, product liability, and other consumer law subjects.

The meanings, assumptions, concepts, roles and functions of marketing, the marketing structure, along with the processes of segmentation, selecting target markets, analyzing consumer behaviors, conducting marketing research, and preparing the marketing mix are covered in this course.

This course focuses on the effective communication within the business environment where students will learn how to write, talk and behave in entrepreneurial scenarios. The use of polished writing and formal vocabulary, as well as critical thinking, problem solving, leadership and motivational attitude are some of the skills that will be studied in this course.

This course emphasizes data analysis as it relates to business decision-making. Topics include comparisons involving means and proportions, ANOVA, correlation and linear regression, and multiple regression.

This course is designed to provide the student with some foundational ideation/ innovation concepts as well as engaging the student in reality-based ideation. The objective is for the student to develop their awareness and abilities in understanding the role ideation/innovation plays in today’s value creation process. This is an experiential course that explores the student’s creativity and skills to generate business ideas and concepts. Once ideas are developed, the class works on strengthening the ideas and concepts and developing these into prospects for start-ups. Finally, a venture screening filter is introduced and the field is narrowed to high potential business.

Foundation of business finance; goals and function of finance with the tools and techniques of financial analysis for decision making and control; management of assets; financial and dividend policy and financial problem solving.

Major Requirements

Consumer behavior, as well as its role within the company’s marketing strategy; along with an examination of the concepts of motivation, perception, personality, learning and attitudes and impact on the purchasing decisions of consumers are discussed.

The course introduces students to the fundamentals of Integrated Marketing Communications (IMC). Students learn and apply the IMC planning process and examine the role of the marketing mix to confirm consistency of creative strategy and complementary use of various media and channels.

Students in this course will get hands on experience with many of today’s cutting edge social and digital marketing tools, learn to critique and create digital marketing strategies, and participate in exploratory assignments to test out the theories that make these tools work. Students will read about the functional theories related to social media including network theory, game theory, and collective intelligence and will then engage in experiencing these theories in action first hand, concluding with the design of their own digital marketing campaign.

The content covers the responsibility of marketers on branding, emphasizing on the importance of brand development, brand equity, strategy and how to differentiate brands. Additionally, the consideration of related marketing strategies to preserve and add value to the brand for consumers’ impression and future repeat purchase are included.

This course guides the student to learn, discover and appreciate effective sales and sales management activities. The student will cultivate proficiency in skillful selling tactics, negotiations and presentations, and sales management practices. The topics would comprise sales strategies, creating importance in the buyer-seller relationships, sales call preparation, territory design management, communicating messages, negotiating for win-win resolutions, concluding sales, recruitment, motivation, compensation and training and control of sales people.

The global business environment and its impact on international marketing; the topics addressed include market segmentation, target market selection, product positioning, consumer behavior, product development, pricing, distribution, and promotional strategies along with discussions regarding the suitability of each in an international marketing scenario

Introduction to the principles and methods of marketing research including topics like securing respondents, making a test investigation, sampling, collecting data, types and errors of collected data, tabulating and analyzing the information, interpreting the findings and presentation of a final report. A practical orientation to research is strongly emphasized throughout this course

This course teaches students how to use data analytics to learn about and market to different segments of customers. Marketing is evolving from an art to a science. Organizations have extensive information regarding consumers’ choices and their reactions to marketing campaigns. But few organizations have the proficiency to intelligently act on such information. In this course, students will learn the scientific approach to marketing with hands-on use of technologies such as databases, analytics and computing systems to collect, analyze, and act on customer information. This is the significant part of learning how to take advantage of Big Data. The goal is not to produce experts in statistics but to teach students how to competently interact with and manage a marketing analytics team.

This Marketing in Asia course uses a 4 part framework for understanding the Asian marketing environment and global marketing strategy development:

Part I: An Overview.

Part II: The General understanding of business culture in the Middle East, South Asia, South East Asia, China and the Far East Market Environments.

Part III: Assessing current and near future situation, as well as, market opportunities in such region.

Part IV: Developing Marketing Strategies based on such regions and individual country.

This course is designed for students who already have a background understanding of marketing fundamentals. This course focuses on cases and activities which will give students a real life perspective and includes a group project for a realistic marketing experience.

The capstone course for senior students integrating all previous courses; includes topics like how the various parts of marketing can be integrated and the comprehensive marketing plan developed, the practical approach analysis of the situation is discussed and the selection appropriate strategies strongly emphasized.

Major Electives

Select 5 subjects for a total of 20 credits from the following;

Digital Marketing Minor

In this course students will explore and utilize techniques for integrating social media marketing as an integral component of marketing campaigns, serving as listening and outreach tools for building brand awareness and promoting business. Through an investigation of tools which include internet forums, message boards, blogs, wikis, podcasts, picture sharing, video sharing, and social networking, students will have the opportunity to create and present a lan for achieving business goals through the use of a social media marketing campaign.

An introduction to gamification and its implementation in various business and other contexts. The course will cover topics such as games, game design, player motivation, game elements, the gamification process/framework and other topics relevant to the field of gamification.

The role of content management systems (CMS) in managing unstructured digital media in the organization to simplify web content and to make content available throughout the organization. Understand user roles and responsibilities, collaborative workflow, and versioning. Using an available CMS, students will design a database driven website that supports publishing, editing and modifying content through a central interface.

Subject Description

Subject Description

Strategic Marketing Management Minor

In this course, students learn to strategically assess product positioning and the pricing needs. Students learn how to manage and market portfolio strategically. They can learn to disregard competing product silos and continually changing priorities that happen with individual product goals. They learn to accelerate growth through focus on crucial market segments and delivering integrated multi-product solutions that have exponentially more worth than one single product.

Marketing Innovation helps students to learn the art of leveraging marketing concepts and research to better impact the outcomes of new technologies, markets or products and innovations. Students in course learn how to appraise market attractiveness, design and management of distribution channels, and pricing architectures. The course provides a strategic approach which is applied to real-world examples to help marketers learn to identify the right product for the right market opportunity. It includes practical issues, like pricing architectures, building channel relationships and marketing communications decisions. Students learn to explore how to leverage new techniques to optimize marketing outcomes.

The principles and process of strategic management, strategic planning tools, the function, control and evaluation of strategic management in profit and non-for-profit organizations as well as case study analysis

The role of advertising in a company’s marketing program; media management and media’s role in industry encompassing advertising-campaign planning, execution and control; along with a through discussion on the ethical and moral issues in advertising

This course prepares students for the real world marketing challenges. This is an advanced course for undergraduate students. Taken in their final year, this course serves to integrate all strategic concepts and frameworks learned in previous marketing courses. This course will enable students to address critical decision concerns in marketing planning at strategic and tactical levels, including issues with segmentation and positioning, product development, new market entry, marketing innovations and management of the marketing budget. This course not only provides a practical learning environment but also a personal experience for the planning and decision making.

Retail Management Minor

The differences between the products and services along with its strategic implications, characteristics of services segmentation, positioning a service, target market selection for service markets planning and developing of the services marketing mix

This course teaches students entirely in the processes, technologies and trends of retail management. The lecture, practice and training will qualify you to help both large and small retailers to develop and provide world-class service standards in this specialized field.

Gaining knowledge of fashion and luxury market, understanding fashion industry and target customers, including concept theories and marketing techniques for fashion business are covered in this course. Moreover, it presents vision and luxury brand value, appropriate marketing communication for the target customers, and strategies to be applied in luxury brand products for long term profitability.

This course is divided into two parts. The first part teaches students about Retail Merchandising which deals with a diverse range of retail and retail-related business skills. This course has a strong emphasis on industry-relevant requirements in merchandising strategy, consumer behavior, design principles, forecasting, buying, sourcing, planning, allocating, distribution, inventory management, store organization, visual merchandising, and sales. Emphasis is placed on soft goods and fashion-driven products.

In the second half of this course, students learn about the various retail distribution channels and ways to manage them.

The course teaches students not only about negotiation and customer relationship management but about various other important business relationships and ways to negotiate in marketing and sales. The course explains the concepts of various relationship maturity and how these impact the businesses. The students would acquire a better understanding of business environments and the need for proper communication and negotiation skills to succeed in business.

Internship

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