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MKT-IB Department | Frank G. Zarb School of Business
| Hofstra
University
Dr. Boonghee Yoo, Associate Professor
of Marketing
Examination of the environment in which the firm operates
and the impact of these conditions on marketing strategy decisions. Student's analytical skills and decision-making abilities in
marketing are enhanced through a combination of high level reading assignments,
class discussions and participation, term projects and/or assignments, and
written examinations. Prerequisites: MKT 101, 124, senior class standing,
and 6 additional semester hours of marketing electives.
REQUIRED TEXTS
Boyd, Walker, Mullins and Larréché, Marketing
Management: A Strategic Decision-Making Approach, McGraw-Hill Irwin.
OBJECTIVES AND METHODS OF ACHIEVING
THE OBJECTIVES
This course is to exposure you to a broad overview of contemporary
marketing problems and applications, provide you with
an opportunity to apply marketing concepts and practices in a wide variety of
industry settings, and make you exercise thoughtful analysis over marketing
problems as a marketing manager.
Thus, the objective of this course is to help you handle each element of
the marketing mix - product, place, price, and promotion - to design a
marketing strategy and to solve marketing problems.
A class will be a subset of videotape, lecture, discussion, review of
important concepts, and project analysis with a presentation. Please read the
assigned text BEFORE the class and ask the instructor and the class whatever
you have difficulty understanding. Such a study habit will enhance your class
performance significantly.
After completion of this course, you should be able to:
·
Explain
the steps in the marketing strategy development process,
·
Understand
how to incorporate three major components of marketing strategy,
·
Analyze
situation, define problems, develop alternatives, and offer recommendation when
given a marketing management case, and
·
Learn
how to develop mission statement, marketing objectives, strategies, critical
success factors (CSF), and key performance index (KPI).
TOPICS
Chapter 2 Market-Oriented
Perspectives
Chapter 6 Organizational
Markets and Buying Behavior