Place marketing is an important field of study and practice which has emerged in the past 15 years. Place Marketing includes ?Destination Marketing? (tourism), Nation Branding (the concept of a country as a brand), as well as the marketing of cities and states. This course is designed to include all these components of place marketing.
MBA Dual Degree
This course covers all the managerial aspects of a well integrated marketing communication plan as it impacts brand building. Students will learn how to design and evaluate integrated communication strategies and programs in a global context. The influence of different cultures is stressed throughout the course as it impacts all the elements of an integrated marketing communication plan, but the course specifically uses advertising as the main vehicle to demonstrate these cultural issues.
Pricing presents managers with one of their most powerful levers for maximizing profits and shareholder value. However, this value often lies untapped within many organizations, with managers lacking a clear understanding of how to improve pricing practices within their companies and industries.
This course focuses on consumer behavior from a
cross-cultural perspective. Topics include the cognitive processes underlying consumer choice (needs, perceptions and attitudes);
descriptive consumer characteristics (demographics, psychographics,
VALS); and environmental influences on behavior
(culture, family, situation). Emphasis is placed on the implications
of consumer behavior for global marketing strategy. Class assignments emphasize the application of these concepts to real marketing problems.
This course focuses on entrepreneurship and new venture creation in transition economies. It will focus on doing business and business opportunities in Hungary and Slovenia exemplifying doing business in transition economies. Students will have seminars from faculty members at the Budapest University of Economics and the University of Ljubljana, executives and managers of business organizations from various industrial sections, government officials of the two countries, and capital providers in each country. Company visits and cultural activities will also occur.
This is a practically oriented course that provides participants with a number of tolls necessary for the successful operation of a business. The course begins with a brief introduction to the risk management process and to commercial insurance concepts. After the introduction, nine specific topics will be addressed. Each topic will require participants to read materials and to access the Internet for additional information. Internet resources will be emphasized not only because of their ease of use but also to identify websites that can be used for years to come.
This course will focus on microfinance and its potential as a tool for economic development within the political, business and cultural context of Northern India. Students will learn from practitioners across the entire breadth of the industry including financing banks, MFI head-offices, field-offices and loan group meetings.
This course focuses on issues that define the scope of the firm and its competitive environment. Organization scope is impacted by a variety of factors such as ownership structure, country context, and firm-specific resource endowments. Consequently, this course will explore these influences within a multi-disciplinary perspective, drawing on research and practice from areas such as finance, industrial organization economics, organization behavior and organization theory.
The effective management of channel relationships
is essential to the marketing manager's ability to create value for customers though the efficient delivery of goods
and services. This course provides the knowledge and skills required to manage channel relationships effectively. Specifically, the course facilitates an understanding of: (1)
alternative channel structures; (2) roles played by channel members in strategy and logistics; (3) effective methods for
negotiating with channel members, and (4)technologies that enable the channel system.
The primary objective of this course is to expand the students? understanding of the process of managing the customer interface. After completion of this course the student should have a basic understanding of sales management, including cross-cultural dimensions of sales force recruitment, selection, training, evaluation and compensation; sales territory design; and the interface between marketing and sales. Students learn from discussions centered on cases, assigned readings; lectures; and interaction with guest speakers as well as an applied project.