The primary focus is on teaching the terminology, concepts and activities of brand management as well as to have the students to develop the knowledge of the brand equity concept, including the general steps that can be taken to create and grow the brands’ value by: Identifying & establishing the brand values & positioning; Planning & implementing brand marketing programs; Measuring & interpreting brand performance; Continuing to grow & sustaining brand equity over the long-term. This course focuses on the basics of building and managing a brand, as well as advanced and special topics of brand management that will provide a well-rounded look at issues in integrating the brand into overall marketing and company activities as a strong competitive advantage.
The course is designed to provide students and professionals with a foundation of a comprehensive understanding of the concepts of business to business marketing, its strategies, and the differences between consumer marketing and industrial (Business to Business) marketing. It aims to help develop critical analysis and problem-solving abilities with respect to business market management and partnership.
The primary goal of this course is to answer this quintessential question by giving an overview of psychological knowledge as it pertains to capturing consumer insights, and by including a consideration of how the brain works, what factors influence consumer choice, and a critical evaluation of psychological assessment tools (including such diverse methods as online surveys, brain imaging, computerized reaction time assessment, and eye-tracking). The course also reviews a range of devices that can influence purchase behavior in unexpected ways and at efficient cost. The course is organized around a model of human cognition rooted to sequential mental processing steps (e.g., awareness, interpretation, and attitude) that intervene between the marketing mix (input) and purchase behaviour (output). Armed with this conceptual framework, the course covers the major topics of consumer behaviour, including attitudes, impulsive vs. deliberative purchase, brand loyalty, experiential marketing, self and identity, and product satisfaction.
This course exposes students to all aspects of modern marketing. It allows your students to develop and execute a complete marketing strategy, including brand design, pricing, ad copy design, media placement, distribution, and sales force management.
This course will cover applied aspects of financial economics with a special focus on derivative instruments. Derivatives have become widely used risk management and investment tools over the last decades. The course develops an understanding of the derivative-related financial instruments (forwards, futures, options and swaps), and their applications in the risk management and investment. Participants will learn to value derivative contracts, set up hedge positions to manage risks, design arbitrage positions based on mispricing and structure firm cash flows in an optimal fashion by using derivatives.
Managers frequently face situations that involve crucial strategic decisions that have a strong impact on the long-term success of their organizations. The aim of this course is to teach the fundamentals of how to formulate, implement and evaluate strategies in organizations. It will require integrating and applying prior knowledge from other classes while learning and applying new strategic management concepts, principles, frameworks and methodologies. Students will also participate in a business simulation that will involve applying their related knowledge and improving their strategic acumen. At the end of the course the students will be able to analyze external environment of an organization as well as its resources and capabilities, identify strategic problems and stakeholders of an organization, assess an organization’s current strategy, and design strategic solutions.