Amitava Biswas

Introduction to Business and Enterprise
This course provides students who have little to no background in business with a broad overview of business and enterprise in the economy. Students will learn about types of enterprises and a functional framework for understanding a business, including strategy, finance, production, and marketing. This framework will be used to analyze various businesses and non-profits, exploring the advantages and disadvantages of various structures. The course will give overviews of accounting and entrepreneurship, and explore policy and philosophical debates about the morality of for-profit business and the need for corporate responsibility. 3 hrs. lect.

Marketing: Formulation, Methods, and Research
Marketing is both a qualitative and a quantitative discipline. It is one of the rare business fields that actively draws upon and integrates the creative and analytical components of the liberal arts tradition. In this course students will be exposed to a broad overview of marketing principles, focusing on the application of marketing theory to for-profit, not-for-profit, and the public sectors. Cause marketing and social marketing techniques will also be discussed to determine their utility in combating social ills and promoting favorable public health behaviors and outcomes. As the implementation of marketing programs is undergoing a massive transformation from conventional to digital media, students will be exposed to digital designing and marketing, which are driven by a sound understanding of consumer segmentation, brand positioning, distinct product benefits, and relevant in-market executions. (INTD 0120) Introductory statistics course recommended. 3 hrs. lect.

Management, Enterprise, and Business
What does it mean to lead or manage a business, non-profit or any other enterprise, and how does one go about doing it? Drawing on different management theories, this course will explore games and "tactics" deployed by organizations. We will leverage basic industrial organization frameworks from economics (eg. hold-outs, switch costs, network effects, economies of scope, etc) to decipher organizational behavior. In addition, we will review case studies of organizations facing serious management challenges and explore how those challenges could be addressed (INTD0120 or by waiver).