• 수업계획서 (Syllabus)

주별 강의주제 및 내용 (Teaching Topics & Contents)

Title of Course
Marketing Management
Credits : 3
NameKim, Kye-jeong
DepartmentSchool of Business, Business management
Contact(Mobile) 010-3435-3721 / (e-mail) 


1. Introduction and Objectives of Course

Marketing is the sum of the activities undertaken by a company to stimulate sales of its product or services with its customers. The marketing objective is to create, promote and distribute products or services, at a price and quality deemed valuable by the company’s customers, in order to create value and profit for the company. Maintaining a strong and compelling value proposition and long-term relationship with the company’s customers is vital for the company’s continued success and requires constant monitoring of market, environmental, technological and competitive forces. Marketing is therefore integral to establishing a company’s strategic direction. This course provides an introduction to the elements of marketing and practical applications of it. This course specifically focuses on consumer markets.
Students would be able to develop an in-depth understanding of the concepts and framework for Marketing management, and further be able to apply them in a more practical setting. Students will be able to make marketing decisions backed by solid reasoning based on the in-depth understanding the contents of the course as well.

2. Course Format & Grading

Course Format
Online lectures & discussions
Mid-term: 50% (Assignments)
Final-exam: 50%
Total : 100%

3. Required Textbooks and Readings

#1: 안광호외, 『Principles of Marketing』, 2015
#2: Philip Kotler외, 『Marketing An Introduction』, Pearson, 2015.
#3: 주우진 외, 『Marketing Management』, 홍문사, 2014.

4. Course Calendar and Weekly Topics

Major Topics
Understanding the concept of Marketing
• Defining marketing
• History of marketing theory and practice
• The Importance of Marketing
• Functions of Marketing
• Creating customer value and relationships
Strategic Market Planning: organization’s strategic positioning of marketing and marketing strategy
• Strategic Market Planning
• Product Marketing Planning
• Developing a Marketing Plan: Building Customer Relationships
Marketing Environment Analysis
• Internal factors
• External factors
• Micro environment
• Macro environment
Marketing information systems and marketing research
• Marketing Information System
• Marketing research
• Managing marketing information to gain customer insights
• Analysis and use of market research
Understanding consumer buying behavior
• Purchase decision making process
• Factors influencing consumer purchasing behaviors
• New product purchase behaviors
• Consumer behaviors in the industrial market
Consumer focused marketing strategy
• Market segmentation
• Target market
• Niche and positioning
Brand, service, product management
• Defining products
• Decision making process regarding products and services
• Service marketing
• Branding strategy: Building a strong bran
Mid-term Exam

New product development and life cycle strategies
• New product development and life cycle strategies
Promotion – marketing communication strategy
• Process of marketing communication
• Promotion budget
• Promotion mix
• Integrated marketing communication
• Advertising, Public Relations (PR), Sales promotion, Personal sales
Distribution channels
• Concept of distribution channels
• Distribution Channel Structure
• Developing a distribution channel strategy
• Distribution Channel Conflict Management
• Product distribution
Pricing decision and cost management
• Factors influencing pricing decisions
• Purposes of pricing policy
• Pricing methods
• Pricing strategy implementation and final pricing principles
• Public Policy and pricing decisions
Direct marketing and online marketing
Global market
• Benefits and growth of direct marketing
• Customer database and direct marketing
• Types of direct marketing
• Analysis of global marketing environment
• Decision making process before going global
• Selection of target market
Final Exam