MKT-IB Department | Frank G. Zarb School of Business | Hofstra University

MKT 207

Marketing Management

Dr. Boonghee Yoo, Associate Professor of Marketing

COURSE DESCRIPTION:

Managerial decisions in the marketing area and approaches to making those decisions. Included are identification of opportunities and threats in a global environment; ethical and environmental considerations in marketing; analytical techniques in developing, implementing and controlling marketing plans; integration and coordination of the planning process with other functions; and market plan auditing.

PREREQUISITE: Marketing 201 or equivalent. Open only to matriculated MBA students.

REQUIRED TEXT:

1. Philip Kotler, Marketing Management: Analysis, Planning & Control (Englewood, Cliffs, N.J.: Prentice Hall).

2. Case packet

GENERAL COURSE OBJECTIVES:

This course is designed to examine marketing and its components from a middle-management perspective. There is particular emphasis on describing, analyzing, and applying the elements of strategic marketing that are essential for managers to plan and function effectively. Marketing activities are also examined from international, ethical, ecological, competitive, consumer, and other perspectives.

SPECIFIC COURSE OBJECTIVES:

1. To provide a thorough understanding of the contemporary nature of marketing decision-making.

2. To analyze the applicability and limitations of strategic marketing tools.

3. To examine marketing decision making in a complex environment.

4. To explore various marketing research and marketing issues.

5. To study the development, enactment, and analysis of marketing strategy.

6. To examine marketing decision-making with respect to final consumers versus organizational consumers.

7. To look at marketing decision making in terms of international markets.

8. To discuss marketing decision making with respect to goods vs. services.

9. To assess the ethical and societal aspects of marketing decision-making.

CASES

A packet of 5 cases is available at Hofstra’s bookstore. All cases will be done as group projects. The groups will be assigned by the faculty member on the basis of balancing the backgrounds of group members. While a group grade will be assigned for each case, an individual grade will be assigned to each student on the basis of his/her fellow group member evaluations.

TOPICS

1. Conceptualizing Marketing (Ch. 1, 2, 3)

2. “Managing” the Marketing Environment (Including the Role of Ethical Decision Making) (Ch. 6, 9)

3-4. Devising Strategic Marketing Plans and Market Research (Ch. 4, 5)

5. Appraising Market Segments and Selecting Target Markets (Ch. 10)

6-7. Examining Final and Organizational Consumer Buying Behavior (Ch. 7, 8)

8. Developing a Positioning Plan (Goods And Services) (Ch. 11)

9. Developing a Global Marketing Plan: Special Considerations (Ch. 13)

10. Developing a Product Plan (Including Services) (Ch. 12, 14, 15)

11. Developing a Pricing Plan (Ch. 16)

12. Developing a Channel Plan (Ch. 17, 18)

13. Developing a Communications Plan (Ch. 19, 20, 21)

14. Evaluating and Controlling Marketing Efforts (Ch. 22)