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College of Business Administration

◎ Syllabus

Title of Course Marketing Management
Credits : 3
Professor Name Kim, Kye-jeong
Department School of Business, Business management
Contact (Mobile)010-3435-3721/(e-mail)kyesunamu77@hanmail.net


1. Introduction and Objectives of Course

Outline The course aims to point out the aspects of marketing and their applications in practice. Marketing can be classified into several fields depending on the type of product being exchanged. This course focuses on the marketing of consumer products. The activities that companies undertake in order to maximize profits through facilitating exchanges and their strategies for changes in the environment will be discussed.
Objectives The objectives of this course include the comprehension of marketing principles and a variety of relevant techniques. One of the main goals is broadening students’ perspectives so that theories can be applied in practice, and to acquire and practice marketing strategies basically applicable in the field of business.

2. Teaching Method and Assessment

Teaching method Online lectures & discussions
Assessment Mid-term exam: 50% Final exam: 50% (can be replaced by report) sum : 100%

3. Textbooks

Textbooks Main textbooks: Gwangho An, Young-won Han, Heungsu Park, 『Marketing Principles』, 2017 : Gwangho An, Ikhyeon Kwon, Byeonghun Yim, 『Marketing』, Booknet, 2017 Sub-textbooks: Woojin Ju, Cheol Park, Hyeongsik Kim, 『Marketing Management』, Hongmunsa, 2017 : Philip Kotler et al., 『Marketing An Introduction』, Pearson, 2014

4. Teaching Topics & Contents

Weeks Teaching Topics Teaching Contents
Week1 Course Outline
The concept of marketing
Course outline The definition of marketing The development of marketing management philosophy The significance of marketing and its application marketing function and marketing management
Week2 Strategic market plan Marketing environment analysis Strategic market plan Marketing plan on the level of product External environmental factor
Week3 Marketing information system and marketing survey Marketing information marketing survey
Week4 Purchasing behavior of consumer goods and industrial goods Types of consumer buying behavior Purchase decision Factors Affecting Buying Decisions Purchasing Behavior in B2B Market
Week5 Market Segmentation, Target Market Selection and Positioning Product management Market Segmentation Selection of Target Markets Product Decision Making Product concepts and components Classification of products Service Marketing Positioning
Week6 The concept and management of brand assets The significance and Importance of Brand Assets Systematic management of brand assets The application of strong brands
Week7 New Product Development and Product Lifecycle Management New product development Product Life Cycle Theory
Week8 Mid-term Exam
Week9 Promotion (marketing communication) strategy Process of Marketing Civilization Promotion Budget Decision Determination of Promotion Mix Integrated Marketing Communications Management
Week10 Promotional means: advertising, PR Advertising PR Sales promotion Human sales
Week11 Distribution management: Design of Distribution Channels Physical distribution Structure of distribution channels Distribution route design process Management of path conflicts Physical distribution
Week12 Distribution management Definition and Function of Retailers Type of retail business retailers
Week13 Network Marketing The significance and characteristics of Network Marketing The problems of Network Marketing의 문제점 The prospects and future direction of Network Marketing
Week14 Determination and management of price Key factors affecting price Goals of price How to Determine the Price Execution of pricing strategy and final price determination
Week15 Final Exam