Business Administration

This course offers a study of e-branding. Topics include: the concept of an eBrand and typologies; the functions of brands and the functional and emotional attributes of brands; brand personality and identity; monitoring perceptions and associations of brands; online brand crisis management.

This course examines the applications of artificial intelligence, through its various paradigms, in the solution of business-related problems. Topics include: data mining; artificial neuron networks; text mining; web mining; knowledge-based systems; programming languages for AI; ethics and AI.

Prerequisites: Big Data and Business Analytics 

The purpose of this course is to study how investors (both retail and institutional) construct and manage portfolios. The course follows the investment process investors follow in real life. That is from Asset Liability Management to Strategic and Tactical Asset Allocation to Portfolio Management, Security Selection, and finally Trading. Each week the course studies a different asset class. Next to traditional assets like listed stocks we look at the added value of real estate, mutual funds, hedge funds, and private equity in order to build diversified portfolios. Finally the course introduces a new development in professional asset management; Socially Responsible Investing (SRI). The course studies the impact of SRI on portfolio return and risk. All topics are explored via real life cases using actual data.

This course develops students’ conceptual understanding of equity portfolio management issues and their knowledge of the problems and proposed solutions. It considers several areas like portfolio optimization, expected return determination, index models and CAPM, multi-factor models, together with a focus on new markets/ tools associated with private investment. It also focuses on sustainability concerns. The course is applied and excel will be regularly used throughout the course to provide empirical examples. Prerequisites: basic statistics; matrix multiplication; basic Excel; basic finance. 

Accounting Principles is an elective course in the innovation and entrepreneurship sector. The course covers basic knowledge, methods and skills of accounting, and lays the foundation for other finance and other economics related courses. It combines both theory and practice, with the goal of introducing the entire accounting process including accounting methods of double-entry bookkeeping to learn how to deal with practical problems.

This course examines the relationships among marketing organizations and final consumers in terms of production-distribution channels or value chains. It focuses on consumer responses to various marketing decisions (product mixes, price levels, distribution channels, promotions, etc.) made by private and public organizations to create, develop, defend, and sometimes eliminate, product markets. Emphasis is placed on identifying new ways of satisfying the needs and wants, and creating value for consumers. While this unit is heavily based on theory, practical application of the concepts to "real world" situations is also essential. Specific topics of study include: market segmentation strategies; market planning; product decisions; new product development; branding strategies; channels of distribution; promotion and advertising; pricing strategies; and customer database management.