Courses
Marketing Course Introduction
1st year
Subject
Course Introduction
The market area is comprised of marketing
mix - Product, Price, Promotion and Place.
This course (Seminar in Product Strategy and
Management) is the most essential one in the
marketing area. In addition to fundamental
Seminar in Product Strategy and
theories, this course also includes advanced
Management
theories in the marketing and management
areas. This course ends up with the application
of product strategy and management. This
course emphasizes both on theory and
practice.
This course has two main objectives. First, to
introduce students to key theoretical
perspectives concerning consumer behavior and
related empirical work; and second, to allow
students to develop their own ideas concerning
a more specific topic that might be of future
Professional
Required
Courses
research interest. At the end of this course each
student should design a simple study to examine
hypotheses that are relevant and meaningful
in consideration of existing research, and know
the basic theories of consumer behavior.
Consumer Behavior
Marketing Management
Selective
Courses
To understand the consumers’ behavior and
consumers’ mind is very important for the
companies in modern days. Starting with the
psychological terminologies, this course
(Consumer Behavior) views the consumers’
behavior from the perspective of psychology.
Furthermore, this course also studies the
companies’ successful marketing cases that do
understand consumers’ behavior or mind. This
course emphasizes both on theory and
empirical cases.
This course (Marketing Management) is
comprised of marketing mix -Product, Price,
Promotion and Place. This course (Marketing
Management) is the most essential one and is
also a required one for most college students
whose major are business and management. In
addition to fundamental theories, this course
also includes advanced theories in the
marketing and management areas. This course
emphasizes both on theory and practice.
To increase the capability of making success
business decision in the competitive market
place, the way to touch customer’s heart
becomes the critical issue. Today’s marketing
is all creating customer value and building
profitable customer relationships. It starts with
understanding customer behavior, deciding
which target markets the company can best
serve, and developing a marketing mix to
attract, keep and grow targeted customers.
Upon completion of this course, student is
expected to have developed the following
skills:
1. To understand the role of marketing in the
contemporary business activity and hold
essential marketing knowledge.
2. Build up decision-making and analytical
skills for marketing management.
3. Build up independent research ability
through intensive journal paper reading.
The course relies heavily on case materials.
Student preparation, presence, and
participation are essential for this teaching
Seminar in Marketing Cases
method to work. Case preparation must go
beyond descriptive facts, as we will not have
time to explain or reiterate case information in
the classroom. The objective of this course is
to help the graduate students understand what
firms marketing mix strategy, why firms
expand overseas and how foreign operations
differ from domestic ones. It provides the
students with the necessary knowledge to
analyze the specific situation in business.
There are no prerequisites for this course,
although an understanding of basic marketing
management is necessary throughout the
semester.
Learning exclusively only the marketing
theory is not enough for modern students in
the marketing area. Taking this course
(Seminar in Marketing Cases) is important.
The course (Seminar in Marketing Cases)
includes not only marketing theories, but also
the companies’ successful marketing cases
domestically and internationally. This course
also enforces students’ practical capability in
preparing marketing proposals. This course
emphasizes both on theory and empirical
cases.
Brand Management
As many business managers now recognize,
perhaps one of the most valuable assets a firm
has invested in and developed over time. The
course aims to deal with brands- why they are
important, what they represent to consumers,
and what firms should do to manage them
properly. Powerful 4Cs framework and CBBE
model will be integrated. Upon completion of
this combination of an art and science course,
students are expected to hold the concept of
strategic brand management, how to build,
measure, and manage a successful brand.
Through reading selected academic-paper,
student’s ability to deal with brand issue will
also be improved.
Multivariate Analysis
This course is intended to cover research
methods from both academic and applied
points of view and should provide a framework
and skills that the student can draw upon in
planning and carrying out data collection and
analysis for his or her dissertation research.
2st year
Courses
Selective
Courses
Subject
Service Marketing
Course Introduction
This course focuses on service marketing
analysis and planning. As consumers, we
purchase services every day. Many
product-based organizations (e.g., Acer,
Federal Express, Hp) having a strong service
component as well. A central theme of this
course is the services posses a set of unique
characteristics that require a distinctive
approach to marketing strategy. In this course,
Seminar in
International Marketing
Seminar in Internet Marketing
Strategic Marketing
Seminar in
Transportation Management
we discuss the 7 Ps of the ‘Services Marketing
Mix’ (the traditional 4 Ps plus people,
processes, and physical evidence).
This course introduces students to the possible
opportunities and problems that marketing
managers facing in the global marketplace.
Topics include international environment,
culture issue, strategies, product, pricing and
distribution for worldwide markets. Teaching
methods incorporate lecture, case studies,
class discussion, and a project. Upon
completion of this reading-intensive course,
students are expected to hold essential
marketing knowledge with a global view on
identifying and analyzing the international
marketplace, and increase the capability of
making success international marketing
decision.
Most firms are in business to win and
outperform their competitors lastingly.
Internet is new and critical tool helping firms
to operate business with no limitations in time,
space and boarder. The class is about business
model and strategies, Internet transaction
environment, 4Ps in Internet marketing and
what it takes for them to allow firm to gain
competitive advantage in Marketing through
Internet. Upon completion of this combination
of marketing and e-commerce course, students
are expected to hold the concept of Internet
marketing, how to plan, build and manage the
Internet marketing activities. Through reading
the selected academic-papers, students are
able to catch latest Internet marketing issues
regarding both research and practice.
Strategic marketing is an advanced course
helping students to plan the marketing
activities with a strategic view. The course
aims to utilize the framework of strategic
marketing consisting of four costs (4Cs) to
analyze the way of increasing customer value
by reducing some cost existing in a
transaction. The teaching method of this class
emphasizes case study training, applying
company strategy, STP and marketing mix to
scheme all marketing strategies. Upon
completing this systematic course, students
are expected to obtain ability to analyze.
This course aims at introducing theory and
applications for transportation management.
Operation and management for transportation
modes, including urban transit, para-transit,
global logistics, railroads, water carriers, air
carriers, are addressed in the class.
Transportation regulation, public policy,
public-private-partnership, and privatization
are discussed. For each topic, practical cases
are
included
to
enhance
students’
understanding for improving transportation
operations and efficiencies.