This course introduces the concepts and frameworks of customer-centric marketing. The focus is on developing effective and efficient marketing-mix strategies to deliver superior customer value and organizational performance.
This course integrates scholarly and practical perspectives to help students understand consumer behavior systematically. The focus is on applying conceptual frameworks and tools to improve consumer decision-making and well-being.
This course covers a broad spectrum of customer relationship management (CRM) strategies, practices, and technologies. The focus is on identifying, selecting, acquiring, growing, and retaining desired customers to maximize long-term benefits for an organization and its stakeholders.
This course focuses on creating and disseminating marketing content across digital channels, including display advertising, email campaigns, web pages, search engines, live streaming, online gaming, virtual communities, and mobile devices. Students interested in or responsible for developing major aspects of marketing will find this course beneficial.
This course provides students with the opportunity to co-create a personalized curriculum that explores emerging fields of marketing study and practice (e.g., AI, LLM, digital ethics).
This course provides students with a fundamental understanding of marketing research methods that improve managerial decision-making. The course focuses on integrating problem formulation, research design, questionnaire construction, sampling, data collection, and data analysis to yield valuable market intelligence and planning.
This course focuses on helping managers strategically use digital marketing channels and tools, build an effective workforce that leverages digital technologies, and optimize resource allocation to achieve organizational objectives.