PRINCIPLES OF MARKETING

The meaning, assumption, concepts, roles and functions of marketing, marketing structure, process, segmentation, target markets, consumer behaviors, marketing mix, marketing research, and marketing environment.

We all have many experiences with marketing from the viewpoint of the consumer. In this course, we will take the perspective of the marketing decision maker. I hope you will learn that there is much more to marketing than you might have expected. From the textbook, participation assignments/homework, and our class discussions, you will learn about the decisions that marketers must make and tools/frameworks that will assist you in making those decisions effectively. By the end of the course, you should understand the complexity and challenges associated with making marketing decisions as well as ways to design effective marketing strategies.
On the practical side, this new understanding of marketing should make each of you a more knowledgeable consumer.
1) To analyze the role of marketing within the firm and society.
2) To expose you to the two parts of a marketing strategy: the target market and the marketing mix.
3) To study the four basic variables in the marketing mix: product, promotion, price, and distribution.
4) To exercise analytical, communication, and presentation skills (through use of technological aids, such as Microsoft Word, PowerPoint, and the Internet) - the basic tools of marketing

Class discussions are an important and integral part of this course. Active participation in discussion is also very important. You are expected to read all assigned materials before coming to class and be prepared to discuss them regardless of whether you were present or absent during the previous class. You are strongly encouraged to attend all the class sessions. At the beginning of each class there will be attendance call and if you come in late, it is your responsibility to approach and let me know you were there to make sure you were no marked absent. During the class hours in-and-out not allowed without permission.

과제는 case study로 평가하며, 참여도는 수업참여도, 과제제출로 평가함

Each team will submit the final report (about 15~20 pages) and make a presentation (P.P.T) on a Marketing plan for a selected product or company by your group. The details will follow by the professor during the lecture hour. No more than four students are in a group work together to complete the final assignment.