Our expertise and courses
Faculty in our research center have a broad spectrum of expertise, including consumer behavior, marketing strategy, services marketing, and digital marketing. Our faculty members are experts in their respective fields, bringing a wealth of knowledge and experience to our students and collaborators. We are dedicated to leveraging our comprehensive expertise to drive progress and excellence in marketing education.
Digital Marketing
This course equips students with knowledge and tools to execute integrated digital marketing strategies encompassing SEO, SEM, CRM, social media and more. Students assess scenarios and make data-driven decisions on optimal channel mixes to engage consumers, meet business goals, and maximize resources.
Search Engine Marketing and Analytics
This course teaches the fundamentals of both search engine optimization (SEO) and search engine advertising (SEA) strategies. Students learn how to analyze and interpret data collected through these channels. They optimize their pages for search engines (SEO) and run Google Ads campaigns, gaining first-hand experience developing and optimizing a comprehensive search engine strategy. Core tools covered include SEMrush for keyword research, Google Analytics for results analysis, and Google Ads for advertising campaign setup and testing.
Social Media Management
This course builds deeper understanding of owned, paid and earned social media communication strategies. Students get practical experience managing brand presence and engagement on major platforms as they practice developing relevant long and short form content that supports awareness, conversion and relationship-building objectives.
E-Commerce
Students in this course delve into the fundamentals of E-Commerce, acquiring the knowledge and skills to launch and manage their own successful online businesses. They gain a thorough understanding of diverse online channels and strategies for effectively integrating them across the entire customer journey. Through hands-on projects, students gain competencies on influencer marketing, online advertising, and search engine optimization (SEO), and develop expertise in attracting and engaging their target audience.
Marketing Analytics
This course equips students with quantitative tools to approach marketing decision-making in a systemic, analytical way. Techniques help solve challenges like optimal resource allocation, segmentation, sales forecasting, and assessing return on spending across channels. The models we cover include cluster analysis, logistic regression, customer lifetime value, forecasting and diffusion, marketing mix models, and conjoint analysis.
VBA Programming
In this course, students use VBA in Excel to develop decision-support tools and dashboards for a business game, learning coding skills used in finance, consulting, and various analytical roles that require data analysis and understanding.
Data Management
This course teaches the basics of data workflows – how to collect, clean, manage, and visualize data in order to generate practical business insights. Students get hands-on practice with tools while learning value creation opportunities and challenges throughout the data pipeline.
Business-to-Business Marketing
This course focuses on transactions between organizations, which account for over 75% of global transactions. It allows students to understand B2B marketing activities and best practices across contexts like engineering, professional services, e-commerce and more. Students learn relationship-based frameworks that emphasize building networks, personalized buyer interactions, and providing integrated solutions tailored to business customer needs.
Customer Relationship Management
This course emphasizes systematically managing relationships through technology-enabled CRM strategies and mass customization. Different frameworks explore the complexity of personalized interactions across contexts. Students also develop practical skills to collect customer data and implement analytical CRM using IT systems, enriching their thinking in long-term relationship marketing.
Consumer Behavior
This course combines psychology and business theories to better understand the consumer decision process and factors that influence it internally and externally. Students learn how perceptions, attitudes, and social contexts shape buying behavior patterns that marketing teams try to tap into.
Branding Strategy
This course increases understanding of important issues in developing, planning and evaluating brand and product strategies over the long-term through frameworks and models. Students assess brand elements like names, slogans, logos, packaging and more through positioning, analytics, and other lenses.