Business Administration

This course covers the basic elements of marketing. The course presents frameworks to analyze marketing problems faced by both for-profit and non-profit organizations. Students study the influence of consumers, the marketplace, and the marketing environment on marketing decision making. The course also provides a conceptual and theoretical toolkit for developing marketing strategies – segmentation, targeting and positioning – and marketing tactics including price, promotion, product and distribution.  

Students create a group project and presentation. Select a firm, brand, or product to study throughout the course to (i) perform some primary customer and market analyses, (ii) identify/infer a firm’s current strategy and propose a revised strategy reflecting  research findings, and (iii) propose a comprehensive set of marketing mix that is consistent with your revised strategy 

Topics include Marketing concept CRM and CLV, Company, Analyzing the marketplace, Understanding the customers, Marketing research, Segmentation, targeting, and positioning, Product, Pricing and break-even analysis, Promotion, Place.  

This course offers a study of the main decision-making processes and evaluation techniques in corporate finance. Topics include: analysis and evaluation of investment projects; business valuation; processes of buying and selling companies.

Strategic management studies why some firms are more successful than others.  As such, this course integrates knowledge and skills gained from prior studies on marketing, management, finance, and accounting. This course focuses on the key theoretical ideas and concepts of strategic management and how to apply them in practice and on business-level, corporate-level, and global-level strategy by analyzing strategic options available to multi-divisional, multi-national firms. In drawing on these tools, students adopt a general management point of view by analyzing strategies in light of the total enterprise.  Moreover, because of the limitations of applying static analysis in the real world, the course underlines the dynamic nature of effective strategy formulation and implementation. This shifts the emphasis from generic strategies of cost leadership and differentiation based on industry analysis (i.e., Porterian approaches) to strategies that managers should develop for resource and knowledge building, entrepreneurship, leadership, innovation, and learning. A key focus in the course is on firm-specific unique resources and competencies and their deployment for improving company performance. The purpose is not to inflict new theories but to enable students to apply their accumulated knowledge to address real-world business problems. This discussion-based course draws heavily on case analyses, simulation, and experiential exercises to develop a deeper understanding of strategic management.

This course examines international business theories underlying the existence and development of international firms.

This course examines the competences and skills that are key to making strategic decisions in an internationally competitive company. Topics include: the globalization of markets and the internationalization process; the international business environment; international business strategies; the organizational structure for the internationalization of a company. Prior coursework in marketing, marketing research, and strategic management is expected. NOTE: This course is the same as BUS A 160 but taught in English

The course provides a comprehensive overview of international marketing issues and instills an appreciation of the international business and marketing environment. It is taught using a combination of lectures, guest speakers, case study analysis and class discussions. To enhance the appreciation of the key challenges in international marketing, major entry modes available to international companies and the issues raised by the management of the marketing mix, formal lectures, mini case discussions, and videos are scheduled. These activities are undertaken in the class in an interactive manner by the lecturer and student groups.