Business Strategy Integration: Global, known as the Global Immersion Experience (GIE), is designed to increase students’ ability to solve integrated business problems. Building on BA504 Business Strategy Integration: Foundation and other foundational MBA courses, this course further develops skills in critical thinking, analytical decision-making, communication, ethics, and social responsibility. The course brings the added dimension of a global context to these skills, exposing students to issues of international business strategy, inter-cultural fluency, global business practices, and regional business trends and networks.
Consumer behavior is the study of human responses to products and services as well as to the marketing of these products and services. This course adopts the perspective of a marketing scientist/ practitioner who seeks to understand the psychological processes involved when consumers evaluate, choose, purchase, use or dispose of goods, services, and experiences. We will utilize research from psychology, marketing, and other fields to learn why consumers behave in the ways that they do.
This course gives students a strong foundation for critical thinking in the area of sensory perception and emotions research.
This class introduces students to the concepts, analyses, and activities that comprise advertising and promotion management. It provides practice in assessing and solving advertising & promotion challenges. The course focuses on the role of advertising in the marketing mix. Over the course of the semester we canvas research and analysis, communications objectives, creative strategy, media selection, and integration of tactics for maximum effectiveness. In teams, students apply the concepts, frameworks, and skills learned to create an original IMC plan for a real-world client. The class culminates in a formal pitch of this plan.
