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Infomation of Course

Program Master/Doctorate [석/박사과정] Course Type Elective(Graduate) [ 선택(석/박사) ]
Course Code 42.536 Course No MSB536
Section English English
L:L:C(AU) 3:0:3.0(0) Exam time
Course Title Marketing Management [ 마케팅관리 ]
Class time
Mon: 16:00~17:30 / (N22)Alumni Venture Bldg. [ (N22)동문창업관 ] (101)
Mon: 17:30~19:00 / (N22)Alumni Venture Bldg. [ (N22)동문창업관 ] (101)

Information of Professor

Name 이의훈(EueHun, Lee)
Department 기술경영학부(School of Business and Technology Management)
Phone 042-350-6319

Plan of Lecture

Syllabus File
Syllabus URL
Summary of Lecture a. To facilitate the student's understanding of the nature, structure, and distinguishing characteristics of Business- to Consumer and the industrial or Business-to-Business market.

b. To provide a framework for understanding and analyzing buyer buying behavior in all sectors of the market?consumers, commercial enterprises, government, and institutions.

c. To enhance the student's ability in applying demand analysis and segmentation techniques in the market.

d. To develop the student's ability for managing the firm's marketing efforts directed to the market; specifically, the course should provide a framework for understanding marketing strategy development and, thereby, provide the student with decision-making capabilities in the field.

e. To make the acquisition of knowledge in this area an enjoyable experience.
Material for Teaching - Main textbook : Hut and Speh (2014), Business Marketing Management
- Auxiliary textbook : Mohr, Sengupta, and Slater (2010), Marketing of high-technology products and innovations
Evaluation Criteria * The followings evaluation criteria may change:
A. Attendance: 10 % B. Midterm exam: 25 % C. Final exam: 35 % D. Case/Quiz: 10 %
E. Project: 20 %
* Limitations on course retaking, if any:
Lecture Schedule Week #1, 2 The Marketing Environment

Week #3 Buyer Buying Behavior and Relationship Marketing Strategies

Week #4 Assessing Market Opportunities

Week #5 Hi-tech marketing

Week #6 Marketing: Strategic Perspectives

Week #7 Presentation of term projects

Week #8 Mid-term exam

Week #9 Managing Products and Innovation

Week #10 Managing Products and Innovation

Week #11 Managing Services
Channel Strategies

Week #12 Pricing Strategies
Advertising Strategies

Week #13 Personal Selling Strategies
Controlling Marketing Strategies

Week #14 Emerging Issues

Week #15 Presentation of term projects

Week #16 Final Exam

Schedule is subject to change.