Business Administration

This course focuses on the development and management of theme parks. It enables students to participate in the design and management of theme parks through classroom reports, and to cultivate their innovation and problem analysis ability. This course covers the development history, trends, macro-strategy and specific operations of theme parks, and analyzes internationally renowned theme park groups and cases, as well as the development status and future trends of theme park management.

The key objective of this course is to provide the students with a comprehensive overview of digital marketing and to discuss its main vehicles such as online banner advertising, search marketing, social media marketing, mobile marketing and emerging topics from both theoretical and pragmatic perspectives. As a team project for the course, students recruit a real business, run search or social media advertising, and submit a final written report.

This course explores the conceptual and theoretical framework surrounding valuation issues and the practical tools to address such topics in real-life situations. The methodologies for corporate valuation are analyzed and the approaches commonly used by practitioners (financial analysts, investment and merchant banks, consulting firms) are discussed with particular regard to the context and to the purposes of the valuation. Valuation of intangibles assets is analyzed with a focus on brands and copyrights. Students discuss topics including theoretical framework and fundamental skills in company valuation, an overview of valuation methodologies, net asset approach, intangible assets valuation, estimating the cost of capital, relationships between leverage and discount rates, discounted cash flow analysis and APV, comparative valuation: stock market and deal multiples approach, income approach, acquisition value, exchange ratios in mergers, and premiums and discounts in company valuation. Knowledge of basic financial accounting and basic corporate finance is encouraged, but not required, as a prerequisite.