|Program||Master/Doctorate [석/박사과정]||Course Type||Elective(Graduate) [ 선택(석/박사) ]|
|Course Code||42.536||Course No||MSB536|
|Course Title||Marketing Management [ 마케팅관리 ]|
Mon: 16:00~17:30 / (N22)Alumni Venture Bldg. [ (N22)동문창업관 ] (101)
Mon: 17:30~19:00 / (N22)Alumni Venture Bldg. [ (N22)동문창업관 ] (101)
|Department||기술경영학부(School of Business and Technology Management)|
|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
Week #12 Pricing 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.