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Brief Description of Courses

Brand Management

The Bachelors' course on Brand Management is designed to equip students with rigorous frameworks and tools to create, manage, and sustain powerful product and service brands. Building on core concepts such as targeting, segmentation, and positioning strategy, this course will teach students the elements of a brand (brand DNA), how to conceptualize and measure brand equity, understand the unique challenges in building product versus service brands, when and how to reposition brands, and the different ways to extend a brand (brand extensions). Students will work on a “live” business project in collaboration with a real brand as part of the course. This course is a mandatory elective for the Bachelors in Business Administration - Management and Marketing.

Innovation through Design for Customer Experience and Sustainable Solutions

This is a Bachelors' course on innovation, design thinking, customer experience, and sustainability. Today companies of all types and sizes strive to create more innovative and sustainable organizations and provide unique customer experiences. However, some organizations are far superior compared to others in achieving these goals. Can any company boost its potential by improving customer experience through designing innovating products and services, and by being sustainable at the same time? This course aims to compellingly answer this question using frameworks in Innovation, Design Thinking, and Customer Experience. Students will work on a "live" sustainable innovation project in collaboration with a real company as part of the course. This course is a mandatory elective for the Bachelors in Business Administration - Management and Marketing.

Consumer Psychology

This Bachelors' course on consumer psychology delves into the mind of the consumer to uncover processes that influence consumer's behavior. Consumer psychology is the study of the cognitive and social psychological principles that help us understand and predict how we behave as consumers. This course is designed to not only provide you knowledge of consumer psychology, but to also enhance your understanding of how we, as consumers, can make smarter choices in the marketplace, and how we, as marketers, can design and execute successful marketplace strategies. Students will work on a "live" project that investigates a consumer psychology phenomena learned in class.This course is a mandatory elective for the Bachelors in Business Administration - Management and Marketing.

Innovation and Creativity

This Masters' level course will examine an organization’s role in facilitating and fostering innovation, the processes to develop innovations, organizational characteristics that affect the success of innovations, disruptive versus incremental innovations, and effectiveness of innovation teams. Additionally, this course will examine the latest research on creativity to understand what makes individuals and teams more creative than others and how creativity leads to problem solving, and consequently, to innovation. Students will work on a "live" innovation project in collaboration with a real company. This course will be a required course for the Masters in Business Administration - Entrepreneurship and Social Innovation, and an elective in the Masters in Business Administration - MARKT.

Consumer Psychology for a Better World

This Masters' level course focuses on concepts, frameworks, theories, and research in consumer behavior and consumer psychology that help policy makers and organizations design programs for the greater good – i.e., programs and initiatives that focus on individuals’ well-being and aim to help consumers live better lives. Drawing mainly on research on consumer information processing, judgment and decision making, and social and cognitive psychology, this course will expose students to the latest research in these fields and how it can be applied to affect consumer behavior and well-being. This course will count as an elective in the Masters in Business Administration - Entrepreneurship and Social Innovation, and also in the Masters in Business Administration - MARKT.

From Idea to Commercialization: A Complete Blueprint for Innovators and Entrepreneurs

This Masters' level course aims to provide a comprehensive blueprint for students aspiring to join innovation teams in large or medium sized companies and those aspiring to start their own ventures. From idea generation to commercialization, from funding mechanisms to innovation pitches, and from scalability to exit strategies, this course will provide students the opportunity to understand the start-to-end process and work on a “live” capstone project in partnership with either an innovation team in a large or medium sized corporation, or with a startup.This course will count as a mandatory elective in the Masters in Business Administration - Entrepreneurship and Social Innovation, and as an elective in the Masters in Business Administration - MARKT.

Advanced Topics in Consumer Psychology for a Better World

This Master's course is designed for students who want a deep dive into consumer psychology research and are prepared for designing, conducting, analyzing, and reporting original, primary consumer research. The course focuses on advanced theories and current research topics in the field of consumer psychology, such as the factors that influence ethical and moral consumer behavior, how to motivate consumers to behave sustainably and the different dimensions of consumer well-being. In addition, students will learn how to design implementable interventions for a better world using consumer psychology.