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Call number 82753

Fall 2011
Meeting Time: T 7:00 pm - 9:45 pm Classroom: SOM 1.110 Office Hours: T 6:00 pm 7:00 pm Prof. Ernan Haruvy Email:

Recommended Text: Philip Kotler and Kevin Lane Keller, Marketing Management, 14th ed. Required: Case Packet for Haruvy. Course Description This core course in marketing management will provide students with an overview and understanding of the role of marketing in organizations. Special attention will be given to the way in which consumer wants, needs, perceptions, and attitudes impact firms strategies. Topics will include marketing strategy, planning and control, segmentation, consumer behavior, promotion, advertising, branding, new product management, pricing, distribution, and retailing. Students in this course will learn marketing terminology, develop an understanding of the basic principles of marketing and their applications and learn to recognize their significance and scope in marketing management. The lectures will be interspersed with case discussions. Students are expected to actively participate in constructive class discussions. Learning Objectives Following the completion of this course, students are expected to: 1. Show the ability to apply marketing principles to business settings, such as analyzing the strengths, weaknesses, opportunities and threats facing the strategic business unit, explaining with examples how marketing actions can influence the consumer decision making process 2. Develop an overall understanding of the principles of marketing, in the significant areas of product management, pricing, promotions, distribution, consumer behavior, etc. 3. Demonstrate the ability to solve numerical problems in the areas of break-even analysis, price elasticity, market research, media planning, etc. 4. Identify ethical and legal issues facing businesses in relation to their employees, products/services, the environment, government, and society, and lead by modeling ethical behavior. Course Policy Participation grade is based on class discussion, leadership in the group, and preparedness. Late submissions will be penalized. Peer Evaluation: Your share in the groups grade will be determined by your peer evaluation score. Please abide strictly by the Academic Honor Code.

Course Evaluation and Grading Course Evaluation and Grading Project Assignments Project Write-up Case Report Participation First Exam Second Exam 10% 20% 15% 15% 20% 20% Each group will submit portions of the project periodically Each group will submit a final written project report. Each group will submit one case report Based on involvement in the case discussions. Closed book Closed book

Dates Aug 30 Sep 6 Sep 13 Sep 20 Sep 27 Oct 4 Oct 11 Oct 18 Oct 25 Nov 1 Nov 8 Nov 15 Nov 22 Nov 29 Dec 6 Topics Introduction, Project Description, Segmentation The four 4 Ps, Case 1-- Dove Focus on Consumers Strategy, Case 2 New Beetle Marketing Research New Product Development, Ethics Marketing Plan, Buyer Behavior Midterm Exam Case 3Nestle, Product Life Cycle Pricing, Case 4-- Omnitel Promotion Mix, Case 5 -- Schwab Advertising, Sales promotion, personal selling, direct mkt, PR, Case 6 -- Citibank Channels, Case 7 -- Google Group Project presentations, Exam Group Project presentations 2