Marketing

School of Business Administration        April 3, 2013

-On the Cutting Edge of Marketing-

The primary final goal of a business enterprise is to sell what it produces at a profit in order to ensure its continued existence. Marketing is a means of achieving this corporate goal; at the same time, realizing corporate ideals is a major concern of marketing today. In this course, students learn about a wide range of corporate marketing activities, from strategy development to market research and understanding consumer behavior.
Further, marketers for a particular company work within an environment of competition and cooperation with a number of other companies. The curriculum covers problems of wholesale, retail, and other distribution systems, together with problems of intercorporate systems and networks for transport and physical distribution, enabling students to understand these relationships in an integrated way.

Marketing Management

Keywords: marketing, management, customer analysis, competition analysis, marketing mix
Marketing management means the effective and efficient analysis, planning, implementation, and control of market-oriented activities such as product planning, pricing, selection of distribution channels, and sales promotion. The goal of this course is to study the characteristics of marketing activities and learn practical methods for the analysis of customers and competition and the creation of marketing strategies.

Distribution Systems

Keywords: commerce, system, transaction cost, distribution channel, distribution policy
The aim of this course is to understand the phenomenon of distribution as an exchange system made up of complex relationships among a large number of participants. The subject is examined from multiple perspectives, including channel management, distribution policies, and retail strategies. Issues are explored with the aid of the system concept, transaction costs, exchange theory, etc.

Consumer Behavior

Keywords: cognition and behavior, environment, marketing strategy, dynamics, interaction
This course provides an understanding of the dynamic interactions among cognitive, behavioral, and environmental phenomena that occur in the exchanges in which we engage as consumers. Using case discussions, the course examines the dynamic relationship between marketing strategies and consumer behavior.

Marketing Research

Keywords: decision-making problem, research problem, research hypothesis, research process
Marketing research is the process that provides information to help an organization make decisions in order to resolve its marketing problems. In this course, students attempt to solve actual problems through field studies.

Transportation

Keywords: cost-cutting industry, peak-load pricing, traffic congestion, air pollution
This course analyzes the features of transport services that play a role in our lives as consumers, then discusses the characteristics of the transportation industry, its pricing principles, and related environmental problems. Economic analyses of various problems affecting the sector are performed as an example of applied economics.

Marketing Communication

Keywords: marketing, communication, sales promotion, advertising, sales
As part of a company's marketing activities, it is important to communicate to the market (customers and potential customers) information about the products being offered to satisfy their needs and wants, together with the distribution methods being used. In this course, students learn both the underlying theory and practical methods by which a company can develop efficient, effective communication to the market through advertising, sales representatives, and other promotional channels.

Business Logistics

Keywords: physical distribution service, physical distribution cost, trade-off, physical distribution control, supply chain management
Logistics is the scientific method by which the flow of goods is managed optimally in relation to corporate goals during all operational processes, from procurement and production to sales, waste disposal, and recycling. Students can learn the practical side of logistics by studying the basic theory and examples of its application; however, full understanding requires an interdisciplinary groundwork, including knowledge of economics, business administration, and marketing.

International Business Logistics

Keywords: land bridge, flag-of-convenience vessel, customer satisfaction
This course deals with the two sides of international business logistics: physical distribution and transportation. The former involves analyzing the international logistic systems of corporations of various kinds, including multinationals, together with their mechanisms of production, sales, and procurement. The latter involves analyzing the mechanisms of international transportation, with a particular focus on the competition and complementarity that exist between sea and air transport.

History of Commerce

Keywords: Industrial Revolution, industrialization, distribution revolution, Pax Britannica, Pax Americana
From around the turn of the 19th century, the development of commerce, including the wholesale, retail, financial, transport, and trade sectors, was stimulated by the Industrial Revolution and the industrialization that followed, first in England and then in the rest of Europe and the United States. This course traces the development of commerce as a whole from the Middle Ages to the present, adopting a global perspective with a particular focus on 19th-century England and 20th-century America.