This course aims to introduce the theories and concepts of marketing management to enhance students’ analytical thinking ability and widen their conceptualization skills. Students are required to review, analyze, and discuss in-class and self-learning case studies and real-world models. 

This course introduces students to the world of marketing, consumer behavior theory and marketing strategy/development against a backdrop of increasing globalization and consumer sophistication. The course will overview theories and practices of market analysis, brand communication, and marketing mix management.

At the completion of this course, students should be able to…

1. Comprehend the content of marketing management core concepts

2. Apply the analytical tools of marketing management to analyze situational issues

3. Project tactile thinking around marketing strategizing (i.e. the 4Ps, STP, etc.)

4. Create a winning marketing strategy via marketing plan with real-world applications

5. Demonstrate the functional aspects of managerial thinking for profit and innovation as a benefit source to the organization via tactile analysis and solution design.

Required Text 

Marshall, G., & Johnston, M. (2019). Marketing Management, 3rd Edition. McGraw-Hill Education. ISBN-10: 1260157792  |  ISBN-13: 9781260157796

Recommended Readings 

Craig, C. S., & Douglas, S. P. (2005). International Marketing Research. West Sussex, England: John Wiley & Sons, Ltd. ISBN: 0-470-01095-9

Churchill, G. A., & Iacobucci, D. (2006). Marketing Research: Methodological Foundations. New York: Dryden Press. ISBN: 978-1-439-08101-3

Keller, P. & Pysdek, T. (2014). The Six Sigma Handbook. New York City, NY: McGraw-Hill Education. ISBN: 978-0-071-84053-8