Customer Relationship Management

This course hopes to keep our MBA students in the cutting edge of today’s marketing practices. This class will explore the opportunities and challenges presented by a popular business practice - Customer Relationship Management (CRM). CRM is considered the new "mantra" of marketing. Students should be able to show their understanding of CRM concepts and knowledge by applying those in their forum discussion, weekly quizzes, assignments, case studies discussions, presentations, and term projects. At the end of the course student should be able to:
1. Students would be able to exhibit robust conceptual knowledge in the functional area of customer relationship management (CRM).
2. Students will demonstrate effective understanding of relevant functional areas of the foundation for CRM, the meaning of "creating value" for customers, and the key elements of implementing a CRM strategy consistent with the changing legal and ethical parameters in business.

Brand Management

Branding plays the most vital role to create image for an organization. In this course, students will learn the impacts of favourable and memorable brand experiences to compete in the hyper competitive environment. They will also learn about the significance of brand knowledge to increase brand equity. Students will become acquainted with cutting-edge frameworks, concepts and tools of modern branding strategies.

Integrated Marketing Communication

Course Title: Integrated Marketing Communication

Course Code: MKT 6009

Credit Hours: 3

Course Rationale: Integrated marketing communication (IMC) carries a significant part in communicating brand message to target audience. It helps to integrate all essential components of marketing to communicate similar message to potential and existing end-users. In the long run the importance of creating brand awareness and image through IMC process is undeniable. Companies practicing IMC not only successfully promote their brands but also develop trust among target customers, which ultimately leads to a very strong base of customer loyalty.

Course Description: Students examine the promotional mix including advertising, publicity, personal selling and sales promotion from an integrative perspective. Students create and manage these promotional tools to successfully execute a business' strategic plan.

Course Learning Outcome: Create a managerial framework of integrated marketing communications planning

E Marketing

The use of Internet as a global communication medium has been the recent trend in the business. Internet has been treated as the channel for business communications and transactions, and has achieved stature equal to that of traditional print and broadcast media. The increasing prevalence of the Internet and the improving skills of marketers in using this new medium have made the Internet everywhere in the lives of both consumers and business. This course provides an introduction to topics in electronic marketing such as ebusiness model, mobile marketing, and social networking marketing. This course involves acquiring skills and knowledge of current e-business models and applying the e-business concept to develop strategies to enhance customer relationships, competitiveness, and profitability.

Business Research Method

The course provides a framework on quantitative research methods. It examines conditions under which quantitative techniques may be applied in conducting accounting and business research. Topics covered include quantitative research methods, sampling design, data collection procedures, data analysis & reporting, data screening & treatments, descriptive analysis, reliability analysis, exploratory factor analysis, simple regression, multiple regression, independent samples t-tests, and ANOVA. SPSS software will be used to implement the above methods.