3. 강의목표
This course will present the fundamental concepts of marketing. In addition, it will focus on the management of the marketing function within the current corporate and economic environment. The goal of marketing is to provide superior satisfaction of customer needs and wants. The marketing concepts are applicable to small, large, private, public sector, profit and non-profit organizations. The marketing of both goods and services are applicable to the concepts presented in this course.
5. 성적평가
Case study analysis: 30%; Final exam: 60%, Participation: 10%
6. 강의교재
| 도서명 |
저자명 |
출판사 |
출판년도 |
ISBN |
|
Principles of Marketing, Kotler and Armstrong
|
Kotler and Armstrong
|
|
0000
|
|
8. 강의진도계획
Week / Topics, Assignments, Required Studies / Readings
1 / Intro to Marketing / Ch 1
/ The Marketing Environment and Secondary Research / Ch 2, Case study
2 / Consumer Behavior: Decision Influencers / Ch 3
/ Consumer Behavior: Decision Making Process / Ch 5, Case study
3 / Marketing Research I / Ch 4
/ Marketing Research II / Case study
4 / STP: Segmentation Strategy / Ch 7
/ STP: Targeting and Positioning / Case study
5 / Branding I / Ch 8, 15
/ Integrated Marketing Communications / Ch 14, Case Study
6 / Wrap-up
/ Final exam
9. 수업운영
Classes will be held online via Zoom.
11. 장애학생에 대한 학습지원 사항
- 수강 관련: 문자 통역(청각), 교과목 보조(발달), 노트필기(전 유형) 등
- 시험 관련: 시험시간 연장(필요시 전 유형), 시험지 확대 복사(시각) 등
- 기타 추가 요청사항 발생 시 장애학생지원센터(279-2434)로 요청