Master in Business Administration

The objective of this elective is to further enhance the expertise of the class in evaluating and formulating strategic marketing decisions. It looks in greater detail at the different challenges that firms face in their quest for achieving and sustaining market leadership and profitable growth in competitive, fast-changing, global markets. The course uses a mixture of cases, discussions, lectures and readings to provide integrated concepts and hands-on problem solving. Most importantly, students will have the opportunity to apply the material from the course as well as the knowledge, concepts and tools from your core courses by developing and implementing a growth strategy for your own business using the Markstrat business simulation.

Gain the most important competitive advantage of them all: the ability to understand and influence your customer. This course is brief and intensive with a very practical focus. It examines cutting-edge concepts from psychology and behavioural economics to help you understand, predict and shape your customers’ preferences and behaviour. Classes are highly interactive, blending discussions, exercises, case studies, presentations and project work.

Many firms move from selling products (i.e. ‘pushing boxes’) to providing service(s) across various industries. Students will explore how firms unleash growth opportunities through service(s), develop new service business models, leverage innovation for better service experiences, use new technologies for providing excellent service(s) at lower costs, and differentiate from competition through a truly customer‐centric service culture.

With the highest number of startups per capita of any country, and massive venture capital investments, Israel is one of the world's premier entrepreneurship hubs. In this 5-day fieldtrip, students will visit high tech and entrepreneurial firms, meet and network with remarkable Israeli professionals, and experience cultural and tourist activities.

The course begins with an examination of the role of brand management within the firm and the relation of brand management to product management, marketing and competitive strategy, and corporate strategy. You will learn how brand value is measured, how brands cope with competitive and environmental threats and opportunities and how brand assets are managed for the long term. This course is designed to help general managers learn the tools and rules of brand marketing, or for people interested in a career as a marketing manager or consultant in the field of marketing. The course consists of a rich mix of topical case discussions, conceptual lecture-discussions and a hands-on project.

How can organisations and individuals create value by leveraging digital technologies in their advertising strategy and execution? By utilising both classic and contemporary advertising, with a specific focus on digital and social media, students will understand the rapidly changing advertising and media landscape, with a focus on new media channels.

Understand how neuroscience‐based AI can be leveraged to make better business decisions. This elective is for MBAs who areconsidering founding a start‐up in this new field,  work in the management (but not programming) of this cutting‐edge data science and biotech space, as well as forthose who simply want to better understand the brain, neuro-marketing and neuroscience‐driven artificial intelligence applications.

Customer intelligence is an essential part of any business (established company or start-up) that wants to offer products or services that are focused and well targeted. The last decade has seen an explosion in the quantity and quality of information available to managers and only business decisions that are based on good intelligence and good research can minimise risk and allow you to pursue lucrative growth opportunities in the future. 

Building on cutting-edge economics and marketing research, and organisational and strategic insights on the role of status and style in consumer behaviours and business decisions, this course is designed to provide and hone critical thinking and managerial skills related to planning and executing effective luxury and premium strategies. Students will gain hands-on experience and understanding on the economics of global luxury and fashion markets.

Half of exchanges in the global economy are B2B transactions, and nearly 90% of global ecommerce is B2B. B2B Marketing has its own specificities (e.g. complex purchasing organisations; multiple stakeholders; or highly skilled procurement professionals). This elective helps students build and grow their B2B marketing skills through value‐based marketing concepts and frameworks.

This marketing elective provides participants with the conceptual, analytical, and statistical tools as well as insights in consumer and competitive behaviour to design profit maximizing pricing strategies and set prices accordingly. It focuses on linking pricing to brand strategy, not to issues of capacity utilisation.

Who says the 4th P of the marketing mix (product, price, promotion, place) is the least glamorous? Today, product proliferation, media fragmentation, intermediary power and e-commerce have put a premium on the internal and external “channels” that transmit products and services to the points of consumption and beyond. Using mainly case studies, this course gives you not only in-depth understanding, but also a set of analytical frameworks and tools to optimise channel design, coordination and performance.

This course will look into entrepreneurial opportunities not only in the food and wellness industry, but also in fitness, alternative healthcare, detoxing and mindfulness centres. Students will understand the rules of the body business and how to take better care of their bodies.

What are the differences between human and non‐human intelligence and what is the degree to which these differences matter? This course will introduce, demystify and investigate value creation strategies in eco‐systems relating to AI, machine learning, robotics, and advanced analytics, with an emphasis on value creation opportunities along the way.

Marketing in the biopharmaceutical industry is challenging because the industry faces high societal expectations, rapid scientific, technological and economic change, and marketing elements are heavily regulated. In this course, students will understand the key characteristics of the biopharmaceutical industry, learn how to manage market access and biopharmaceutical brand management.

For any organisation, the salesforce is a major growth engine as well as a critical source for market feedback. It is also one of the most significant capital investments for an organisation. This course provides students with an understanding of what it takes to create and manage a salesforce that generates the right balance between stimulating the salesforce and controlling its cost. More importantly, in a world where innovations in products, pricing and communications are easily copied/replicated by competitors, building an effective salesforce can be a key source of competitive advantage.

This course is designed for students interested in understanding distribution channels and helping organisations leverage these channels for value creation, market differentiation and competitive advantage. Students will examine issues involved in managing the intra and inter‐organisational interactions in a distribution channel primarily through case studies ranging from packaged goods to services to solutions across the B2C and B2B contexts in developed and developing economies.