MARKETING MANAGEMENT

이 수업은 새로운 마케팅 환경에 대응하기 위해 개인, 집단, 기업이 마케팅을 현대화할 수 있는 정보와 전략에 초점을 맞추고 있다. 또한 이 수업은 마케팅 이론의 필수적인 내용을 정리하고, 체계적으로 마케팅 문제를 확인하고, 이해하고, 해결할 수 있는 체계적인 접근 방법을 제시한다. 학생들은 이 수업을 통해 제품과 서비스 디자인, 브랜딩, 가격 설정, 세일즈 프로모션, 커뮤니케이션, 유통 등과 관련된 경영 결정에 도움이 되는 심도 있는 마케팅 전술을 고안하기 위한 포괄적인 안목을 키울 수 있다. 이 교과목 학습 내용은 다양한 분야의 마케팅에 적용할 수 있다.

This course is intended to introduce you to the essentials of marketing: the creation of value for customers and firms and the strategies and methods marketers use to successfully operate in today's dynamic environment. Specifically, the course goals are: •To define the strategic role of marketing in the firm. •To introduce students to the key elements of marketing analysis. •To provide a sound conceptual and theoretical “tool kit” for analyzing marketing problems. •To advance your understanding of the marketing process as a framework of looking at the world. This course is appropriate for majors in all functional areas of business. While marketing managers develop and implement marketing strategy, managers in other functional areas (finance, management, accounting, and operations) need to understand how marketing strategies impact their own operations.

There are three main components of this course: • Class sessions: Classes will involve a blend of lectures and case discussions. Students are expected to contribute to the class discussions based on their own business experiences and their preparation of the required readings. • Teamwork: A significant amount of the work for this course will be done in teams. Although this work is done entirely outside the classroom, students’ contributions to these efforts are considered an integral aspect of the course. Groups of students will be assigned during the first week of class, by the instructor. To ensure equal participation in group projects, team members are requested to evaluate each other's performance using the Team Evaluation Form. This form is to be submitted on the last day of class. • Individual work: In addition to preparing for class sessions and group activities, students will complete several assignments on an individual basis.

Hands-on business experience