Business Courses

• Principles of Marketing Management

  Marketing is of crucial importance to the success of any organization. Organizations today operate in complex and challenging micro and macro environments, which highlight the importance of adopting a holistic marketing concept as the guideline for their management. Marketing should be practices by members of the organization in different departments and at different managerial levels. In this course we will learn the "language of marketing" and present the various theoretical aspects in marketing management and their implementation. Course Goals: To present a framework for analyzing marketing problems and identifying alternatives to solve them. To provide tools for strategic planning and marketing decisions implemented in a variety of case studies and examples from the Israeli and international markets. To present the elements of the marketing plan and learn how to prepare one in a manner which expresses an in-depth understanding of the business environment in which the organization operates and provides the course of action required to achieve marketing objectives
• Business - Advanced English I
• Mathematics I

  Algebraic operations; Equations; Functions and Graphs; Mathematical computations in economics and business; Limits; Continuity; Derivatives and differentiation techniques; Second order derivatives; Linear approximation; Optimization; Graphic description of functions.
• Mathematics II

  • Global minimum and maximum of single variable functions, including optimization problems.

  • Study of logarithmic and exponential functions.

  • Differentiation of functions represented by implicit equations.

  • Multivariable functions, partial derivative (and it's meaning as marginal function), critical points and graphs of double variable functions.

  • Solving optimization problems using Multivariable functions.

  • Using the Lagrange multipliers method to solve constrained problems.

  • Matrices and Gauss-Jordan elimination.
• Statistics & Data Analysis I, II

  Descriptive Statistics: Tabular and graphical description of data (bar diagram, histogram), central location measures (mean, median, mode), variability measures (range, variance, standard deviation), scales of measure. Probability: Probability spaces, additive principle, probability calculation using Venn diagrams, symmetric sample spaces, conditional probability, Bayes’ formula, product law, independent events. Random variables: General distributions (discrete and continuous), special distributions (discrete uniform, binomial, geometric, Poisson, continuous uniform, exponential, normal), expectancy and variance, joint discrete distributions, conditional discrete distributions, co-variance and correlation. Basic learning of the R language.
• Business Economics Micro

  This course acquaints students with basic economic terms and economists’ thinking methodology. We discuss the market interactions between consumers and producers and the underlying decision-making process of the producers’ side, in various market structures: perfect competition, monopoly and monopolistic competition. We also analyze the virtues of each type of market interactions and the consequences of potential government policies.
• Digital Innovation

  Digital Innovation is designed to equip students to initiate, lead, and execute digital innovations and develop new business models for existing organizations and new ventures. The digital revolution is rapidly transforming the fundamental nature of many companies in a wide range of industries. Managers need to understand the economics, technology paradigms, and management practices of innovating in digital-centric businesses to ensure corporate and personal success. By reviewing case studies of successful and unsuccessful companies, we will see how to seize the opportunities brought by the digital revolution and turn challenges into possibilities. Some of the topics to be discussed in the course will be customer-centric approaches in the digital age, how to compete on creativity, applications of data for obtaining business insights, and more. After completing the course, you will be equipped with a diverse set of skills to assist you in developing and managing digital innovations in finance, marketing, strategy, and entrepreneurship. The course will also give students a sense of what the Digital Innovation specialty is all about and how it will lead you to succeed i in the rapidly evolving digital world.
• Management Skills

  This is a basic course in Business Administration aims to instill a number of basic skills in a variety of subjects necessary for managers to understand, advance and succeed in the business world today and of course, to help you during your studies. The course will focus on three clusters of skills: Network and media skills: in this thread, you will be introduced to variety of tools, such as building internet sites for small businesses and working with the networks (e.g., preparing presentations, using Excel as a management tool). Also, you can easily work in a virtual way with people that are physically elsewhere. Communication skills: Communication is the most important skill for managers today. In fact, a manger's success depends on his / her ability to be a leader and communicate a vision, motivate employees, understand them or move them towards your goals. Thus, we will learn to build an argument and express our ideas. Finally, personal skills and interpersonal: the aim is to improve the students' ability to set personal and professional goals. In this context, we will focus on time management. Method of study: lectures will incorporate lessons, experiences, and teamwork. Each module has a different lecturer and different requirements (exam, paper, presentation)
• Fundamentals of Finance

  This course will cover basic concepts and topics in finance, including time value of money, financing in real terms, interest and loans, asset valuation (bonds, stocks and real projects), investment decisions measures (Net present value, Internal rate of return and profitability index), and an introduction to finance and uncertainty.
• Business - Advanced English II

Core Courses

• Fundamentals of Accounting

  Teaching basic concepts of financial accounting and financial reporting rules. learning, understanding and analysis of the primary financial statements: balance sheet, income statement, statement of changes in equity and cash flow.
• Organizational Management

  Organizations are a fact of every-day life. From classrooms to corporations, from social clubs to study teams – we are constantly immersed in formal and informal organizations. This course will provide an opportunity for student to explore the organizational and managerial environment as a whole. We will discuss a variety of topics, including individuals’ communication, motivation, emotions, and perception, group-work dynamics, leadership, power, conflicts, organizational change, organizational design and development, and environmental influences. The goals of this course are: To deepen students’ understanding of individuals’ behavior in organizations; To improve their ability to assess organizational dynamics and identify potential problems and opportunities; To develop interpersonal skills that will enable students to perform better and therefore become more valuable members of organizations; To develop students’ ability to effectively lead others under various organizational situations. Class meetings will involve lectures, videos, analysis of case studies, and exercises. Additionally, students will be expected to assess, explore, and reflect on their own experiences and behavior, and discuss ways in which they might apply the material to their daily lives.
• Critical Thinking

  Almost every decision we make is based on judgments regarding possible consequences and their likelihood. In many instances, we can use statistics to calculate the chances that various events occur. Nonetheless, most of us do not use statistical rules, but, instead, rely on intuitive judgments. Often, such intuitive judgments result in good outcomes, but in many cases, they systematically bias our judgments and choices. In this class, we will discuss the statistical principles that lead us to correct judgments, as well as the intuitive rules that often lead us to biased judgments. We will try to improve our knowledge regarding our own intuitive judgments and promote the use of critical thinking regarding claims and conclusions such that we become more sophisticated and critical consumers of information.
• Business Law

  Introduction to the laws, regulations, and court decisions that regulate business corporations. Among others, we will learn the fundamentals of contract and corporate laws and discuss the legal relations among shareholders, directors, and executives. The examples will include the rules on director appointments, dividend distributions, and self-dealing transactions.
• Business Economics Macro
• Data Analysis for Business

  The course deals with business applications in Excel and the use of advanced tools in Excel for this purpose. Topics to be learned in the course: Time & date functions, financial functions, building a business plan, one-dimensional and two-dimensional sensitivity analyzes, scenarios, dynamic analysis, goal-seek, SOLVER, text functions, data validation, sheet protection, and function like INDIRECT & IFERROR. The students will learn how to program a macro in Excel - the topics to be learned: Introduction to Macro in Excel, Macro programming in Excel, DIM, CELLS, RANGE, FOR-NEXT, IF-END, WHILE-LOOP, MSGBOX, INPUTBOX, CALL. In order to analyze business data, the students will also study: introduction to databases, tables and relationships, ERD, queries, introduction to SQL, introduction to business intelligence, ETL processes, data warehousing, snowflake chart. Performing ETL using PowerQuery, extract data from various sources. Manipulate data using PowerPivot and DAX language Building DASHBOARDS, Key Performance Indicators (KPI) Implementing these tools with Power BI Desktop and Visualization.
• Business & Culture

Digital Innovation

• Introduction to Digital Technology

  In the digital era, understanding the information technology components used by applications and digital services is essential to understand the challenges and the opportunities created by the digital transformation. In the course, we will discuss, digital data representation, the computer and its main components, the operation system and its services, the internet network and the protocols used for digital communication. In parallel to the technical discussion we will discuss the opportunities generated due to the changes in the technology.
• Selected Topics in Digital Innovation

  Selected Topics in Digital Innovation is designed to equip students with the required tools to compete in the rapidly evolving digital world, which is transforming the way companies operate, solve problems and innovate. We will analyze different digital business trends and discuss how innovation is achieved through new business models, use of data and other digital technologies. Another important tool that will be presented and practiced in the course, challenges the common belief that creative people are born, not made. According to this common approach, the stroke of genius or inspiration of born innovators may occur once in ten years, yet the organization will benefit by waiting patiently to reap the fruits of its creative managers. This approach is not sufficient in gaining the competitive advantage your business must own facing the rapid digital developments. Supported by recent studies, this course reflects a completely different approach to creativity, and is grounded in the assumption that creative thinking is not different from other cognitive processes used in the best professional reasoning. Creative thought processes simply differ in the distinct orientation they establish to problem definition: Creative problem solving directs the solver to search in areas that are potentially richer in creative solutions. Creativity, then, is a skill which can be acquired and improved by practice; It can be part of the manager’s toolbox, and it can be applied on demand. We will learn how to develop creative ideas for existing digital trends. The course is considered a hybrid course, consisting of class lectures, class exercises, online video lectures and drills and a final group project.
• Informatics in the Digital World

  The course's goal is to acquire a tool kit that will help identify business and marketing information that will help support business decisions and strategies. The course will focus on various search tools and smart search strategies in order to Retrieve the most relevant, up-to-date and reliable information. At the end of the course, the students be able to find, analyze and characterize the market, identify and assess business opportunities in the competitive environment focusing on the target consumers.
• UX in the Digital Era
• Introduction to Data Science

  The course introduces the fundamental principles of data science in a "soft" fashion (i.e. with minimal use of formal/mathematical representation). It walks the students through the "data-analytic thinking" process, which underlies the extraction of useful information and knowledge from data in general, and business data in particular. The course utilizes real-world business problems to illustrate the fundamental principles of data science and introduce some widely used data-mining techniques in use today. By doing so, the course demonstrates how data science methods can be applied to support business decision-making.
• Introduction to Programming

  In today’s digital business world, computer applications are everywhere, and we constantly interact with them as consumers, managers, entrepreneurs and content creators. Gaining knowledge in computational thinking and abilities to communicate with application developers is a must-have skill for any manager. In this course, we will learn to program using Python, among the most popular and in demand multi-purpose programing language. Python is a language with a simple syntax and a powerful set of libraries. While it is easy for beginners to learn, it is widely used by many companies to accomplish tasks like building and communicating with websites, data analysis, machine learning, and natural language processing. In this course, we’ll be learning the basics of programming: computational thinking, building blocks of a computer program, data types, functions and other fundamentals. In addition, we will also look at real-life business use cases and applications like interacting with popular websites, turning data to insights and more. The course is considered a hybrid course, consisting of class lectures, class exercises, online video lectures and drills and a final group project.

Marketing

• Business Entrepreneurship

  The course will expose you to some of the challenges that entrepreneurs face and teach you the theoretical and practical tools and skills needed to setup a business or startup. The purpose of the course is to give you the knowledge, tools and practical experience to deal with the various challenges. For example, students will be required to submit a short business plan, experience the initial stages of setting up a business, and pitch their ideas to the class (and possibly other representatives). Some of the class assignments will be done as individuals, and others as teams.
• Marketing Research

  This course provides a Theoretical and practical understanding of the methods of marketing research. Marketing research is a tool for the collection, development, and analysis of data for decision making. Course objectives: 1. provide tools for systematic analysis of problems, and translation of management challenges to appropriate marketing research questions. 2. Develop a critical eye toward marketing research, and the ability to evaluate its contribution and limitations. 3. Provide practical experience with the marketing research process as a whole, the articulation of the research question, study design, data collection methods, building surveys, sampling, and data analysis. The course focuses on both qualitative and quantitative aspects of marketing research, and on how they assist managers in dealing with marketing challenges, such as market segmentation assessment of market potential, forecasting, development of advertising and pricing policy, and the design and positioning of new products.
• Integrated Marketing Communications

Finance

• Investment Theory

  In the first part of the course we will perform a quick review of the fundamentals behind pricing securities under conditions of uncertainty and present the basic intuition of the Capital Asset Pricing Model (CAPM). We will elaborate about implementing this model on investment decisions within a firm, including considerations of leverage and taxes, and will learn the principles of the Modigliani and Miller (M&M) Models for valuations of levered firms and projects. In the second part of the course, we will revert back for discussions about capital markets: we will present the methodology for analysing the performance of portfolio managers, and discuss the risk analysis and pricing of fixed income products such as bonds. The 3rd part of the course will provide the students with a basic background of derivative products such as Forwards, Futures, SWAP contracts and options
• Business Entrepreneurship

  The course will expose you to some of the challenges that entrepreneurs face and teach you the theoretical and practical tools and skills needed to setup a business or startup. The purpose of the course is to give you the knowledge, tools and practical experience to deal with the various challenges. For example, students will be required to submit a short business plan, experience the initial stages of setting up a business, and pitch their ideas to the class (and possibly other representatives). Some of the class assignments will be done as individuals, and others as teams.
• Quantitative Methods of Finance

  The course goal is to provide students quantitative and rigorous tools for empirical research and business analytics problem solving, with a specific emphasis on applications in Finance. The students will learn statistical theory and implementations using Excel, such as: Data analysis in Excel and visualization, advanced statistics, linear and nonlinear regression, financial modeling and event study. Eventually the course will provide the students with the knowledge, tools and experience necessary to conduct empirical research in the fields of financial markets and corporate finance and use financial data to critically evaluate econometric analysis presented by others.

Digital Innovation

• Digital Marketing Technologies

  Online marketing is becoming more and more dominant in companies' business plans. Successful marketing managers and high-ranking executives have to be fluent in all online sales & marketing channels, in order to properly manage marketing professionals, set goals and execute marketing plans. By examining each marketing channel to its depth, and by practicing a "hands-on" approach, the student will learn the "language of online marketing", and will be able to better define and communicate his objectives to online marketing professionals.
• Social Media Workshop

  A significant number of business initiatives in recent years have included innovation in the dimension of the connected social world in which we have lived for the past decade. This multidisciplinary domain of knowledge, used in Marketing, Computer Science, Psychology and Sociology, is rather new, and in part has not been published yet. The goal of this course is to expose the students and discuss the most recent findings in the field of social influence, specifically among consumers, and the impact it has on business, mostly Marketing wise. We will map the various types of social influence, discuss how and why consumers are influenced by others and how trends and new markets are formed. We will examine different forms of social networks, how information or new products spread on those networks and learn about innovative business models used by companies to intervene in these social influences among customers. In addition, we will discuss trends of new technologies and the impact of the connected world on innovation and technology. The course will combine student presentation, class lectures, and guests speakers.
• Customer Monetization

  One of the most significant developments in the marketing thinking of recent years is the move from the product to the individual customer as the unit of analysis. Firms aim to structurally maximize the long terms profitability of different customers by managing both the value customers provide the firm and the value the firm gives to its customer. In this course we discuss the main questions and tools associated with customer monetization. Among the issues we examine are the measurement of customer long range profitability, the business implications that stem from the difference among customers, the use of customer long range profitability for valuation, the management of customer acquisition and retention, the use of social value of the customer, the analysis of value to customers, and the relationship between customer satisfaction and firm profitability.
• General Elective Courses
• Final Project: Planning & Marketing of a Network Application
• Advanced Topics in Data Science
• Digital Product Architecture and Design

  The internet and the smartphones have changed completely the way we develop and use software applications. The WWW enabled the development of browser-based apps that can be accessed from any browser connected to the internet, and most traditional applications (like the office suite) has been transformed into cloud-based services. In addition, the smartphones which are hand-held computers with internet connectivity had created the world of mobile apps (the current estimation (2019) is that there are more than 5 million mobile apps) and these mobile apps are integral part of cloud-based services. In the course we will discuss the design and architecture of these apps (mobile and browser-based), and will review the main infrastructure components used to develop these apps (including cloud based components), and how the architecture is using these infrastructure components to enable quick development and to address the applications’ non-functional requirements (quality attributes). In addition, we will learn how to secure the data managed by mobile apps and digital services.
• Digital Product Characterization

  Whether we’re communicating online, using a navigation app, shopping online, ordering food or booking a reservation, we’re all now using digital products and services on a daily basis. Designing such product or services requires blending multiple perspectives and disciplines – from strategy and business insight, to user experience design, to engineering of software and sometimes hardware. In this course, we’ll learn how to characterize digital products and services, focusing on analyzing use-case scenarios and turning them into functional specifications. We’ll learn to think of some of the unique aspects of products made of bits, as well as about some things they have in common with products made from atoms. We shall also discuss product/service offerings that blend virtual and physical experiences (e.g. AirBnB, Uber).
• Digital Product Development
• Practicum in Entrepreneurship
• Strategic Management

  This course provides an introduction to strategic management and combines both theory and practice. During the course, we will focus on understanding the illusive but desired "competitive advantage" which is known for its importance for both organizational resilience and success. The course provides fundamental tools for analyzing strategic situations, defining and selecting a suitable competitive advantage as well as describing tools that allow the strategy chosen to assist the company in its mission to reach (financial and other) success. The aim of the course is to provide an overview of strategic management, a field which deals with diverse questions concerning business planning and implementation. We will also discuss tools to achieve the strategic goals of the firm while determining its long-term goals, diagnosing relevant internal and external factors and assessing the choices for the conservation and enhancement of the firm's business achievements. Course schedule will be in the course website before the beginning of the semester.
• Digital Product Seminar

Marketing

• Consumer Behavior

  One of the key success factors for a firms’ business is understanding consumers motivation, perception and decision making. Knowing the different stages of consumers behavior and the factors affecting them is vital in the digital age, in which consumers are subjected to a wide range of information and alternatives. In the "New Consumer" course we will analyze the different cognitive and behavioral processes that affect the individual as a consumer and the different stages he passes in his journey. The course deals with theories and models originated from behavioral science (psychology, sociology and anthropology), economics and marketing and focuses on subjects such as motivation, Involvement, perception, memory, decision making, learning, consumer behavior in the physical and digital arena, attitudes formation and post purchase behavior.
• Marketing Strategies

  This course deals with strategic decision making in marketing. The course method is an unique computer simulation game, which is taught at top business schools around the world. The course integrates all the knowledge from diverse marketing courses and provides students with tools to plan, analyze, and understand all marketing aspects. Further, the course provides hands-on experience as a company’s marketing manager. This computer simulation is an effective tool in developing managerial skills, while focusing on strategic issues, such as:

  • Market segmentation and targeting

  • Competitor analysis

  • Analysis of marketing research studies

  • Managing and expanding product lines

  • Pricing strategy decisions

  • Budget allocation to advertising and promotions

  • Distribution channel decisions

  • Decision making in a dynamic long-term environment, based on the product’s life cycle and inflation In the course we shall work in teams; each team is in charge of a company.

  Companies are competing against each other in a dynamic environment. Every step in the simulation represents a period that groups compete on consumers and profits. Every team will need to make strategic Marketing decisions. You shall decide how to “fight” your competitors – in the sense of new products, segmentation, positioning, price wars and more. Your decisions will be based on (among other tools) marketing research studies that will have information on consumer preferences, market trends, competitors and more. Marketing decisions are conducted throughout the semester. This course is very applied. For the course we use a computer program.
• Retail Marketing
• Marketing Project Seminar

  One of the Following

  Brandstorm of L'Oreal Seminar - Mercedes Marketing Seminar - Mercedes Seminar - Marcomm Seminar - Film Marketing in the Global Arena Seminar
• Marketing & Advertising Law
• Customer Management in the Digital Era
• Business Elective Courses
• General Elective Courses
• Branding Strategy

  Creating a strong brand and managing it enables the company to have a long and deep relationship with its consumers leading to preference and loyalty for its products. In our new media era, the company's brand is increasingly established through the human brand of its business leader. How did the "Apple" brand become a globally desired brand? Through the values and vision of its CEO brand, Steve Jobs. Would the "Tesla" brand have become such a valuable brand without Eilon Musk's clear and unique brand positioning? Probably not. Can a corporation manage hundreds of companies in different and diverse categories under just one single brand? If the brand is "Virgin", which relies on the human brand of its CEO "Richard Branson" - definitely yes. This course offers an innovative approach: We will explore branding strategies, through the analysis of test cases of human brands from the business world alongside those from the fields of entertainment, sports and politics. By exploring case studies of prominent human brands, we will get to know the brand's components: identity, image, reputation and positioning and the key tools for building a winning brand; examine the key approaches of creating brand equity; explore methodologies of brand personality; discuss the ways in which human brands deal with crises and their contribution to managing the company's crisis and more. Finally, we will expand our knowledge to another field of branding: countries and places. The course includes applied and practical aspects and guest lectures.
• Integrated Marketing Communications

  The communication plan has a crucial role in the success of companies and brands. The communication arena today is extremely challenging. In the course we will learn the concept of integrated marketing communications (IMC) and its impact on a company's marketing decisions. The course deals with various issues related to determining the communication mix at both strategic and tactical levels and examines the practical implementation of the stages of developing an effective communication plan. Special emphasis will be given to the advertising component of the communication mix and the development of a complete successful advertising plan In addition, we will study a number of issues related to social influence, word-of-mouth communication and consumer generated media.
• Strategic Management

  This course provides an introduction to strategic management and combines both theory and practice. During the course, we will focus on understanding the illusive but desired "competitive advantage" which is known for its importance for both organizational resilience and success. The course provides fundamental tools for analyzing strategic situations, defining and selecting a suitable competitive advantage as well as describing tools that allow the strategy chosen to assist the company in its mission to reach (financial and other) success. The aim of the course is to provide an overview of strategic management, a field which deals with diverse questions concerning business planning and implementation. We will also discuss tools to achieve the strategic goals of the firm while determining its long-term goals, diagnosing relevant internal and external factors and assessing the choices for the conservation and enhancement of the firm's business achievements. Course schedule will be in the course website before the beginning of the semester.
• Entrepreneurial Innovation
• Practicum in Entrepreneurship

Finance

• Finance Seminar

  The goal of this course is twofold. First, familiarize students with the process of conducting empirical research in finance with some degree of academic rigor. Second, provide a hands-on experience with implementation of empirical research on a current topic in finance. To obtain this goal, the course will expose students to central areas of research in finance, familiarize them with tools needed to conduct rigorous empirical investigations, and guide them in the process of identifying and addressing a research question on a current topic in finance. After an introductory lecture, the course will consist of office meetings of the instructor with groups of students that work together on a research project. This course will be particularly useful for undergraduate students with career aspirations in financial consulting, investment banking, and capital markets research.
• Futures and Options Markets

  This course introduces finance students to derivatives, specifically forward contracts, futures and options. The markets for these instruments have grown enormously, and derivatives have become one of the most important tools of modern finance, from both the academic and the practical standpoint. Students will learn about the different aspects of these instruments, including risk profile, pricing, and uses in active investing and hedging.
• Company Valuations and Financial Statement Analysis

  *Only for those who take the Finance Seminar

   

  This course will focus on the theory and practice of corporate and business valuation, by using practical and "real-life" examples. In this course the acceptable methods for corporate valuation will be introduced, and we will discuss to advantages and disadvantages of each one of these method. The course will focus on the Discounted Cash Flows (DCF) valuation method, by relating to its different components: analyzing the financial statements and the economic balance sheet, forecasting the future cash flows, analyzing the Return On Capital (ROC), estimating the appropriate risk-adjusted discount rate for the operation and estimating the equity value
• Financial Risk Management
• Introduction to Project Financing
• Business Elective Courses
• General Elective Courses
• Strategic Management

  This course provides an introduction to strategic management and combines both theory and practice. During the course, we will focus on understanding the illusive but desired "competitive advantage" which is known for its importance for both organizational resilience and success. The course provides fundamental tools for analyzing strategic situations, defining and selecting a suitable competitive advantage as well as describing tools that allow the strategy chosen to assist the company in its mission to reach (financial and other) success. The aim of the course is to provide an overview of strategic management, a field which deals with diverse questions concerning business planning and implementation. We will also discuss tools to achieve the strategic goals of the firm while determining its long-term goals, diagnosing relevant internal and external factors and assessing the choices for the conservation and enhancement of the firm's business achievements. Course schedule will be in the course website before the beginning of the semester.
• Entrepreneurial Innovation
• Practicum in Entrepreneurship
• Fixed Income Securities

  This course constitutes an introduction to fixed income securities and markets. It provides a global overview and a review of basic concepts, along with tools for valuation and risk management. We will discuss interest rate models, the term structure of interest rates and managing both interest rate and credit risk. The course will focus on fixed-income bonds, but will also explore other instruments whose value depends on the level of interest rates and the credit worthiness of the underlying entity, such as bond options and futures, interest rate swaps, credit default swaps and mortgage-backed securities.
• International Finance

  The purpose of this course is to provide an overview of International Finance. Various issues will be discussed, including: - The Foreign exchange market - Foreign Exchange derivatives - Management of foreign exchange exposure - Financial management in multi-national corporations - Corporate governance in multi-national firms
• Advanced Topics in Corporate Finance