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MKT-IB Department | Frank G. Zarb School of Business
| Hofstra
University
Dr. Boonghee Yoo, Associate Professor
of Marketing
An intensive
analysis of the concepts, structure and operation of the domestic and
international marketing system, the development and evaluation of marketing
plans, industrial and final consumers, product planning, agencies and functions
of distribution, promotion and publicity, pricing, legislation, ethics, social
responsibility and environmental issues.
PREREQUISITE: Sophomore class standing (24 credits and above).
COURSE OBJECTIVES:
¨
To study important
marketing terms and principles.
¨
To describe the macro-
and micro-environments within which marketing operates (including the
international environment).
¨
To integrate concepts
from the applied behavioral sciences (psychology, anthropology, sociology,
social psychology, etc.) into a marketing framework that provides an
understanding of consumer and organizational buying behavior.
¨
To discuss the
marketing mix and the options available when making marketing decisions.
¨
To examine a variety of
both successful and unsuccessful marketing strategies.
¨
To apply the concepts
learned in the course to current events actually occurring this semester.
¨
To consider the
societal and ethical effects of marketing actions.
¨
To foster an
appreciation of the key role of marketing and the interdependence of marketing
and other functional areas.
¨
To show the relevance
of marketing for all students, regardless of major.
¨
To encourage class
participation.
REQUIRED TEXT: Joel R. Evans and Barry Berman, Marketing.
TOPICS/READING ASSIGNMENTS
An overview of
marketing
The marketing
environment & marketing ethics
Global aspects of
marketing
Marketing information
and marketing & the internet
Understanding final
consumers & organizational consumers
Developing a target
market strategy
An overview of
product planning
The product
planning process
An overview of
distribution planning and logistics
Wholesaling &
retailing
Integrated marketing
communications
The promotion mix
Pricing
COMPETITIVE TEAM PROJECTS (Example):
o
Competition 1: Opening a
New Restaurant at Hofstra: Location, Menu, and
o
Competition 2: Marketing
Activities to Revive GM Car Brands
o
Team Formation: This
competition is team-based. Find team members of your choice. The maximum number
of members per team is 5.
o
Report Submission: You
should submit your report through Turnitin by the
due. The report should be three single-spaced pages with one-inch margins in
the MS Word format. Type in 14-font size Arial for the title only and all the
rest of the report should be 12-font size Times New Roman. Write the title and
names of the team members on the first page and start the content right after
them on the first page. The format of the content is up to you. The report will
be distributed to the class on the presentation date. If you submit the report
late, the class will be informed of it and will consider it in evaluations.
o
Presentation: The format
is free except all team members should participate. If you want to use the
PowerPoint, you should email the file to the instructor one day before the
presentation date. Otherwise, the time spent to open the file on the podium
will be part of your presentation time. See the time limit allowed at the table
below.