Marketing is no longer limited to selling products; it is a strategic discipline that creates customer value through data, technology, and innovation. This course introduces the fundamental principles of marketing while emphasizing their application in technology-driven industries.

Designed primarily for engineering students, the course bridges technological innovation and business strategy by helping students understand customer needs, develop market-oriented solutions, and communicate technological value effectively.

Students will learn how successful firms identify market opportunities, design customer value propositions, build strong brands, develop pricing strategies, manage distribution channels, and implement integrated marketing communications. Throughout the semester, students will analyze real-world business cases and work in teams to evaluate the marketing strategies of domestic and global companies.

Upon successful completion of this course, students will be able to:
1. Understand the fundamental concepts and frameworks of modern marketing, including customer value creation, STP (Segmentation, Targeting, Positioning), and the marketing mix (4Ps).
2. Analyze customer needs, buying behavior, and market environments using qualitative and quantitative information.
3. Develop customer-oriented marketing strategies for technology-based products and services.
4. Evaluate branding, pricing, distribution, and marketing communication strategies from a managerial perspective.
5. Apply marketing concepts to engineering and technology commercialization.
6. Critically analyze the marketing strategies and competitive advantages of real companies.
7. Improve teamwork, presentation, and business communication skills through group projects and discussions.

None

군 e-러닝(군 학점)으로 수업을 이수하시는 경우에는 군 부대 내 학습의 어려움을 고려하여 일반 수강생과 다른 평가기준(온라인 중간고사 + 온라인 기말고사 + 출석 + 개인별 과제)으로 평가를 할 예정입니다.
나라사랑포털에서 수강신청 후 정덕종(djjeong@postech.ac.kr)으로 연락을 부탁드립니다.

Additional reading materials, business cases, journal articles, and current marketing news will be provided throughout the semester.

- This course is conducted in a hybrid format, combining (1) conceptual learning and (2) a team project.
- An orientation session will be held during the first class meeting (in the classroom).
- During the course add/drop period, classes will proceed as scheduled; however, attendance records will be counted only after the add/drop period.
- Students may register for this course during the add/drop period. Please note that it may take several hours after registration on POVIS for the course to appear on PLMS. During this time, you can access the recorded lecture (uploaded after the in-class session) and study online.
- The weekly schedule and course contents may be adjusted slightly based on the instructor’s discretion and student feedback to enhance learning effectiveness.

(1) Conceptual Learning

PART 1: DEFINING MARKETING AND THE MARKETING PROCESS
Chapter 1. Marketing: Creating Customer Value and Engagement
Chapter 2. Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships

PART 2: UNDERSTANDING THE MARKETPLACE AND CONSUMER VALUE
Chapter 3. Analyzing the Marketing Environment
Chapter 4. Managing Marketing Information to Gain Customer Insights
Chapter 5. Consumer Markets and Buyer Behavior
Chapter 6. Business Markets and Business Buyer Behavior

PART 3: DESIGNING A CUSTOMER VALUE-DRIVEN STRATEGY AND MIX
Chapter 7. Customer Value-Driven Marketing Strategy: Creating Value for Target Customers
Chapter 8. Products, Services, and Brands: Building Customer Value
Chapter 9. Developing New Products and Managing the Product Life Cycle
Chapter 10. Pricing: Understanding and Capturing Customer Value
Chapter 11. Pricing Strategies: Additional Considerations
Chapter 12. Marketing Channels: Delivering Customer Value
Chapter 13. Retailing and Wholesaling
Chapter 14. Engaging Consumers and Communicating Customer Value: Integrated Marketing Communications Strategy
Chapter 15. Advertising and Public Relations
Chapter 16. Personal Selling and Sales Promotion
Chapter 17. Digital Marketing


(2) Team Project
- Team formation will take place in Week 3.
- During Weeks 6, 9, and 12, each team will meet with the instructor to conduct brainstorming sessions, select a topic, and refine their project ideas. These meetings will help teams develop and elaborate their project under the instructor’s guidance.
- In Weeks 14(2)–15, teams will present their final projects, which will be evaluated through both peer review and instructor assessment.

- Lecture and Discussion
- Project/Assignment/Presentation
Active participation in discussions and team activities is expected.