Marketing starts with understanding customer behavior to meet the customer’s needs and their surrounding environment. Then marketers create products and services through which they can satisfy their customer. To reach customer with the product, market segmentation, targeting, positioning, and other activities around the marketing mix (product, distribution, promotion, and price) are required.
In this course, students will be introduced to an overview of marketing concepts, theories, and various topics that comprise marketing management. In addition, students will have a chance to apply their marketing knowledge to solve the marketing problem facing a company through case analysis and team project. This course will provide students with a systematic structure of marketing management that is the foundation of not only marketing but also other business decision-making.

This course combines class session which includes lectures, discussion, and cases, team project work, and individual work.

Individual Assignment 10%
Mid-Term Exam(Take-Home) 10%
Case Study Report & Presentation 20%
Team Project: Marketing Research 10%
Team Project: Marketing Plan 30%
Participation 20%

Reference:
Philip Kotler & Kevin Lane Keller, Marketing Management 14th ed. Pearson [MM]
Malcolm McDonald & Hugh Wilson, Marketing Plans: How to Prepare Them, How to Use Them,
김상훈, 하이테크 마케팅 ,박영사

W1
9/8 Course Overview & Orientation
9/10 WS#1. Marketing Practice : AD Copy/Message (SERIF TV)

W2
9/15 L1. What is Marketing & Marketer
9/17 L2. Marketing Strategy & Plan

W3
9/22 Case Study #1 Starbucks-Delivering Customer Service
9/24 L3,4. Marketing Research: Environment & Consumer Behavior

W4
9/29 WS#2 Marketing Research Methodology
10/1 추석 (No Class)

W5
10/6 L5. Customer-Driven Marketing Strategy
10/8 Case Study #2 Pepsi Refresh Project

W6
10/13-15 Mentoring Day: Individual team consultation

W7
10/15-17 Presentation & Feedback: Marketing Research

W8
10/27-29 Mid-Term Exam(No Class)

W9
11/3 Discussion : Individual Assignment & Mid-Term Exam
11/5 L6. Products, Services and Brands +New Product Development

W10
11/10 L7. Pricing Strategies
11/12 Case Study #3 (TBA)

W11
11/17 L8. Marketing Channel
11/19 WS#3 Marketing Strategic Planning

W12
11/24 L9. Communication, Promotion Strategies
11/26 Case Study #4 : Final Competition

W13
12/1 L10. Extending Marketing
12/3 Mentoring Day #1: M-M Meeting with Marketer

W14
12/8 L11. Finalizing the Marketing Plan
12/10 Mentoring Day #2: Individual team consultation

W15
12/15 Presentation & Feedback: Marketing Plan #1 * Due: Final Marketing Plan
12/17 Presentation & Feedback: Marketing Plan #2 Course Wrap up

W16
12/21 Marketing Plan Contest with Firm

I will announce the changes verbally if it needs to be changed.

This course combines class session which includes lectures, discussion, and cases, team project work, and individual work.