Prerequisite: ICMB 221
Introduction to theories of consumer behavioral analysis, consumer decision-making process, consumer psychological processes and their impact on marketing decision, and social and cultural dimension in the consumer purchasing process. ICMK 317 Marketing Research I
Prerequisite: ICNS 104, ICMB 221
Introduction to marketing research, importance and role of marketing research in business decisions, research processes, research methodology and research tools, with an emphasis on qualitative research. ICMK 318 Marketing Research II
Prerequisite: ICMK 317
In-depth study of marketing research with an emphasis on quantitative aspects of marketing research, development of questionnaires, sampling methods, data collection, data analysis and interpretation, and the use of research findings in marketing decisions. ICMK 319 New Product Management
Prerequisite: ICMK 316
Product management policy, strategies in developing and positioning products and product lines throughout the product life cycle, new product introduction, improvements, and deletion strategy. ICMK 323 Integrated Marketing Communication
Prerequisite: ICMB 221
An exploration of the nature and purpose of advertising and sales promotion in accordance with an integrated marketing communications perspective, shows how these activities will fit into the general process of marketing management, and specifically addresses marketing objectives and budget, target audience selection, communication objective, creative strategy, integrated communication strategy and media strategy. ICMK 325 Business Marketing
Prerequisite: ICMB 221
Explore the principles of business management, developing a market strategy in business marketing and business customer relationship management. ICMK 328 Marketing Channel Management
Prerequisite: ICMK 316
Management of the firm’s distribution systems, role of channel members, the impact of marketing channel decisions on marketing strategy, channel design and management, and an overview of supply chain management. ICMK 329 Advertising and Graphic Design
Prerequisite: ICMB 221
Overview of advertising and graphic design, development of ideas in advertising, computer graphic design skills necessary in marketing communication, multimedia, printmaking, editorial design, photography, typography, and information graphics. ICMK 330 Strategic Brand Management
Prerequisite: ICMB 221
Brand management and strategy in creating, leveraging, and preserving brand equity, the use of qualitative and quantitative methods in evaluating brand equity, brand strategy at different stages of the product life cycle, development of brand positioning, managing total brand experience and brand relevancy. ICMK 424 Global Marketing Strategy
Prerequisite: ICMB 221, ICMB 351
Management of international marketing strategy, frameworks for developing international marketing strategy, sources of sustainable competitive advantage, international market source analysis, market entry strategy, and integration of marketing strategy with other functional strategies. ICMK 425 Retail Management
Prerequisite: ICMB 221
Study of retailers’ marketing and operational strategies, strategy development, implementation and control issues, and the use of case studies. ICMK 428 Marketing Strategy
Prerequisite: ICMK 316, ICMB 371, Seniors
Introduction to high-level marketing decision making using several strategic marketing planning frameworks, market analysis and market planning, competitive analysis, long-term marketing advantages, an analysis of return on marketing, profit and other financial considerations.