Numbering Code	P-MGT75 50025 LE44	Year/Term	2022 ・ First semester
Number of Credits	2	Course Type
Target Year		Target Student
Language	English	Day/Period	Thu.3 every 2 weeks
Instructor name	HAN, Hyun Jeong (Graduate School of Management Associate Professor)
Outline and Purpose of the Course	This course provides marketing principles toward a marketing-oridented view of business and integrating concepts in relation to consumer needs and marketing information. The purpose of this course is to provide clear understanding the in-depth and real-world examples of modern marketing and to prepare students for building professional skills with various case studies from different business sectors.
Course Goals	The following learning goals and objectives will be achieved by the completion of the course: - Understand the core contribution of marketing to the business enterprise - Define basic principles, theories, concepts and dynamics of Marketing - Apply these principles and tools in case analyses and to practical business decision-making situations - Identify the roles of marketing communications and discuss integrated marketing communications approach to the promotional mix
Schedule and Contents	Week 1. Part Ⅰ. Defining Marketing and the Marketing Process 1. Marketing: Creating and capturing customer value 2. Company and Marketing Strategy: Partnering to Build Customer Relationships Week 2. Part Ⅱ. Understanding the Marketplace and Consumers 3. Analyzing the Marketing Environment 4. Managing Marketing Information to Gain Customer Insights Week 3. 5. Consumer Markets and Consumer Buyer Behavior 6. Business Markets and Business Buyer Behavior Week 4. Part Ⅲ. Designing a Customer-Driven Strategy and Mix 7. Customer-Driven Marketing Strategy: Creating Value for Target Customers Week 5. 8. Products, Services, and Brands: Building Customer Value Week 6. 9. New Product Development and Product Life-Cycle Strategies Week 7. 10. Pricing: Understanding and Capturing Customer Value 11. Pricing Strategies Week 8. 12. Marketing Channels: Delivering Customer Value Week 9. 13. Retailing and Wholesaling 14. Communicating Customer Value: Integrated Marketing Communications Strategy Week 10. 15. Advertising and Public Relations 16. Personal Selling and Sales Promotion Week 11. 17. Direct and Online Marketing: Building Direct Customer Relationships Week 12. Chapter Ⅳ. Extending Marketing 18. Creating Competitive Advantage Week 13. 19. The Global Marketplace 20. Sustainable Marketing: Social Responsibility and Ethics Week 14, 15 Final project presentations
Evaluation Methods and Policy	1. Attendance and Active Participation in Class (30%): You are required to attend at least 80%, or 12 out of 15 classes, to obtain 25% points, and if your attendance is lower than that, a 3% point will be deducted for every class you miss. If you miss 5 or more classes, without justifiable reasons such as severe sickness or job interviews, you will automatically fail. Your continuous active participation will add up to 15% points. 2. Research Project and Presentation (20%): You conduct a research project and give a presentation in class to share your findings on “An excellent marketing case of my choice.” It is a team of two assignments. Further instructions will be given in class. 3. Term paper (20%) 4. Final exam (30%)
Course Requirements	None
Study outside of Class (preparation and review)	Students are required to read the case studies designated and book chapters before coming for the class. More detailed instructions, together with the agenda for case preparation, will be given in Class 1.
Textbooks	Textbooks/References	Principles of Marketing, 17th Edition, Kotler and Armstrong, (Pearson), ISBN:9780134492513, We will use this textbook in class so make sure you obtain a copy.
References, etc.	Recommended Books (not required) Kotler, P. and K. L. Keller (2016), "Marketing Management" (Global Edition), 15th revised Ed., Pearson Education. Kotler, P., H. Kartajaya, and I. Setiawan (2010), "Marketing 3.0: From Products to Customers to the Human Spirit", John Wiley & Sons, Inc. Kotler, P., Kartajaya, H. & Setiawan, I. (2016). Marketing 4.0: Moving from Traditional to Digital. Wiley. ISBN: 978-1119341208