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◎ 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

Description Marketing is the sum of the activities undertaken by a company to stimulate sales of its product or services with its customers. The marketing objective is to create, promote and distribute products or services, at a price and quality deemed valuable by the company’s customers, in order to create value and profit for the company. Maintaining a strong and compelling value proposition and long-term relationship with the company’s customers is vital for the company’s continued success and requires constant monitoring of market, environmental, technological and competitive forces. Marketing is therefore integral to establishing a company’s strategic direction. This course provides an introduction to the elements of marketing and practical applications of it. This course specifically focuses on consumer markets.
Objectives Students would be able to develop an in-depth understanding of the concepts and framework for Marketing management, and further be able to apply them in a more practical setting. Students will be able to make marketing decisions backed by solid reasoning based on the in-depth understanding the contents of the course as well.

2. Course Format & Grading

Course Format Online lectures & discussions
Grading Mid-term: 50% (Assignments)
Final-exam: 50%
Total : 100%

3. Required Textbooks and Readings

Textbooks #1: 안광호외, 『Principles of Marketing』, 2015 
#2: Philip Kotler외, 『Marketing An Introduction』, Pearson, 2015.
#3: 주우진 외, 『Marketing Management』, 홍문사, 2014.

4.Course Calendar and Weekly Topics

Weeks Major Topics Contents
Week1 Introduction
Understanding the concept of Marketing
• Defining marketing 
• History of marketing theory and practice 
• The Importance of Marketing 
• Functions of Marketing 
• Creating customer value and relationships
Week2 Strategic Market Planning: organization’s strategic positioning of marketing and marketing strategy • Strategic Market Planning
• Product Marketing Planning 
• Developing a Marketing Plan: Building Customer Relationships
Week3 Marketing Environment Analysis • Internal factors 
• External factors 
• Micro environment 
• Macro environment
Week4 Marketing information systems and marketing research • Marketing Information System 
• Marketing research 
• Managing marketing information to gain customer insights
• Analysis and use of market research
Week5 Understanding consumer buying behavior • Purchase decision making process 
• Factors influencing consumer purchasing behaviors 
• New product purchase behaviors 
• Consumer behaviors in the industrial market
Week6 Consumer focused marketing strategy • Market segmentation 
• Target market 
• Niche and positioning
Week7 Brand, service, product management • Defining products 
• Decision making process regarding products and services 
• Service marketing 
• Branding strategy: Building a strong bran
Week8 Mid-term Exam
Week9 New product development and life cycle strategies • New product development and life cycle strategies
Week10 Promotion – marketing communication strategy • Process of marketing communication 
• Promotion budget 
• Promotion mix 
• Integrated marketing communication
Week11 Promotion • Advertising, Public Relations (PR), Sales promotion, Personal sales
Week12 Distribution channels • Concept of distribution channels 
• Distribution Channel Structure 
• Developing a distribution channel strategy 
• Distribution Channel Conflict Management
• Product distribution
Week13 Pricing decision and cost management • Factors influencing pricing decisions 
• Purposes of pricing policy 
• Pricing methods 
• Pricing strategy implementation and final pricing principles 
• Public Policy and pricing decisions
Week14 Direct marketing and online marketing 
Global market
• Benefits and growth of direct marketing
• Customer database and direct marketing 
• Types of direct marketing 
• Analysis of global marketing environment
• Decision making process before going global 
• Selection of target market
Week15 Final Exam