강의계획서
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마케팅관리
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수업목표

To prepare to be marketers, you need to understand what marketing is, how it works, what is marketed, and who does the marketing. This required course aims to learn the principles of marketing in the face of increasingly fierce competition. The course is divided into eight parts. That is, ① understanding marketing management ② capturing marketing insights ③ connecting with customers ④ building strong brands ⑤ shaping the market offerings ⑥ delivering value ⑦ communicating value ⑧ creating successful long-term growth. Besides a series of lectures, we will have opportunities to discuss some real cases.



주별 수업내용
제 1 주   Defining Marketing for the 21st Century
제 2 주   Understanding Marketing Mgt.
제 3 주   Gathering Information and Scanning the Environment
제 4 주   Understanding Consumer Behavior
제 5 주   Analyzing Business Markets
제 6 주   Developing Marketing Strategies and Plans
제 7 주   Identifying Market Segments and Targets
제 8 주   " Mid - Term "
제 9 주   Crafting the Brand Positioning)
제 10 주   Setting Product Strategy
제 11 주   Developing Pricing Strategy
제 12 주   Designing and Managing Integrated Marketing Channels
제 13 주   Designing and Managing Integrated Marketing Communications
제 14 주   Creating Successful Long-term Growth
제 15 주   " Final - Term "
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평가계획
Attendance and Participation(10%), Mid-term(30%) and Final Examinations(30%), Report(30%)
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주요교재
마케팅의 이해와 활용, 박주영 외, 인플로우, 2018
마케팅원론, 안광호, 하영원, 유시진, 박흥수, 학현사, 2018
Marketing Management, Kotler & Keller, Prentice Hall, 13ed. 2009
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참고자료

마케팅원리, 박찬수, 법문사, 2018
Principles of Marketing(Kotler, Prentice Hall, 2012)
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