MARKETING MANAGEMENT*

概要

The course introduces Marketing as both a professional and an academic discipline. As a profession, marketers identify consumer needs, determine which target markets to serve, and develop an optimal product, pricing, promotion, and distribution strategy that best satisfies consumer needs, relative to competition. Marketers serve a vital role in the long-term success of all organizations, profit-oriented as well as not-for-profit, small as well as large. Academically, marketing is a multi-disciplinary field involving the concepts, theories and methods used to understand exchanges and long term relationships between buyers and sellers. Through a combination of lectures, discussions, videos, individual and group assignments and case analyses, the course is designed to cover the basic concepts and principles of this challenging field.

目標

By the end of this course, students will be able to: •Make basic marketing decisions, confidently and based on a proper process. This is the primary objective of the course. They should leave the course with the ability to analyze the marketing and business environment in which an organization operates, determine the major opportunities and problems facing the organization, develop a creative set of alternative marketing strategies, select the most appropriate one for the organization, and convert the chosen strategic alternative into an actionable plan. •Explain and apply some major marketing concepts, such as market segmentation, positioning, customer satisfaction, value creation, etc. •Discuss institutional marketing knowledge, practice, and terminology. They should be able to converse intelligently with managers and understand the marketing situation in a variety of organizational environments. Much of this will be achieved by the analysis of case studies. •Create a marketing plan that can be put into practice. •Identify ethical issues that underlie many marketing decisions

授業外の学習

●Preparation of class materials and reading assignments (60 minutes). ●Work on class assignments including group project (60 minutes) ●Review class lecture and do quizzes (70 minutes)

所要時間: 190 minutes per lecture.