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Marketing Research
Marketing research provides managers with information specially tailored for their decision making. This course is designed to familiarize students with the basics of marketing research so that they will be effective users of research rather than actual doers of research. Through this course, students are expected to understand: (1) Marketing managers’ needs for information that is relevant to daily decision making; (2) The overview of the marketing research process and its relationship with marketing information systems; (3) Theory and practice of data collection techniques, including measurement and sampling; (4) Various analytical techniques to verify the managers’ hypotheses.
The students will conduct group research projects in which they will take on realistic business problems and complete the steps of the marketing research process to give solutions to those problems.
Brand Management
In this course we will emphasize the strategic aspects of building strong brands or what is known as brand “equity.” This is an increasingly important part of any marketing professional’s job, given that a brand name and its associated meanings is one of the crucial ways to differentiate his/her product from a competitor’s products.
Some of the questions that we learn to answer in the course are, among others:
| - | What should my brand mean? What is my brand identity? How do I define or change this identity? What is my brand equity/value? |
| - | Should I re-brand some products? Do I have an umbrella brand or separate brands for different segments and industries? How do I manage my brand across borders? |
| - | How do I turn a product into an experience and win the added value? How do I design an effective brand management team for my brand? How can I work with external communication specialists for the success of my brand? |
In addition to the theoretical aspects of branding, relevant topics from my real-world experience as a communications practitioner will illuminate the key issues in branding and serve as a basis for the discussions.
Marketing Communication
This course takes an integrated approach to the study of the marketing communications of business firms and other types of organizations. Attention focuses on the process and the challenges involved in developing effective communication strategies for organizations. In addition to case analyses, current topics from the instructor’s field are used to illustrate the key issues in developing effective communication strategies and/or creative solutions, and serve as a basis for the class discussions. The major objectives of the course are; (1) To identify the role of advertising as it relates to other marketing functions and other promotional activities in today's business environment. (2) To develop the critical eye necessary for the development, execution and evaluation of marketing communication strategies. (3) To provide students with a forum for presenting and defending their ideas and for critically examining and discussing the ideas of others. (4) To provide an understanding of the advertising industry and their challenges in the context of Integrated Marketing Communications.