New York Institute of Technology School of Management
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NEW YORK INSTITUTE OF TECHNOLOGY
SCHOOL OF MANAGEMENT
Manhattan Campuses
MBA Program
Fall 2011
Dr. Angela Poulakidas, DBA, MBA
E-mail: [email protected]
Office Hours: Tuesdays, 8:45-9:15PM
Course Number and Title:
MKT 601- Marketing Management
Course Description:
Reviews concepts and techniques from the behavioral sciences (psychology, sociology, anthropology, economics and marketing research) to marketing management. Case studies are used to develop application skills for consumer and commercial buyer behavior.
Course objectives and purpose:
The course is designed to provide the student with an integrated framework useful
for understanding the role of marketing in a modern corporation, as it impacted by
economic and social factors. The emphasis will be on the tactical and strategic
decisions, as related to the marketing problems and opportunities facing a modern
corporation. Successful completion of the course should enable the student to understand
the process of development of the major components of marketing strategy:
Segmentation strategy, based on understanding of consumer behavior and
cultural, social, demographic, technological, competitive and legal-political
trends
2. Product Portfolio Strategy
3. Pricing Strategy
4. Promotional strategy
5. Distribution Strategy
This course will prepare students for in-depth study of specialized areas in
advanced marketing courses, such as: Product Management, Marketing Communication
and Promotion, Marketing Research, etc., as well as understanding of the interaction
between marketing strategy with other functional strategies, such as: Financial and
Operational.
Class Preparation and Participation Activities:
Required readings must be prepared prior to the Session they are assigned for, to
facilitate class discussion. Lectures are based on the material contained in the text,
assigned articles, as well as the instructors own research and readings. Furthermore,
students are strongly encouraged to identify and analyze any relevant outside material
and bring it to the attention of the group.
Prerequisites:
Undergraduate business degrees are assumed to include Principles of Marketing.
Course Requirements:
It is expected that each student will have read the required text chapters in completing the individual and group projects and prior to scheduled discussion in class. Lectures will provide a brief review of the materials, supplemented by industry insights and experiences by the instructor.
1. Class Preparation and Participation Activities (10%):
Required readings must be prepared prior to the Session they are assigned for, to facilitate class discussion. Lectures are based on the material contained in the text, assigned articles, as well as the instructors own research and readings. Furthermore, students are strongly encouraged to identify and analyze any relevant outside material and bring it to the attention of the group.
2. Homework Assignments (10%)
Each week, you will turn-in answers to questions from your book assigned to you in the assignment manager. Your efforts to provide an on-target, thorough review of the answers to homework and case study questions.
3. Individual Case Study Presentation (20%): You will select a case study from the Marketing Management textbook for individual review. You will develop a marketing campaign for the company in this case study. This presentation will be 15-20 minutes long and must refer to the major concepts from the Marketing Management book. You may supplement your presentation with articles you source from the internet, proquest and other electronic databases. Your successful presentation of this marketing campaign will contribute 20% toward your final grade for the course.
3. Examinations (40%)
There will be two (2) in-class examinations: Midterm and Comprehensive Final.
Both exams are multiple-choice. You are encouraged to prepare for the exam in groups. I will not provide the answers, of course, but you ought to ask me to clarify the topical areas of the question, during the office hours.
4. Group Project (20%)
You will work with at least one other student to develop a presentation which describes marketing management. Your analysis should be grounded in theories related to psychology, sociology, anthropology, amongst other fields of knowledge that can be used to explain and predict buyer behavior. You will be responsible as a group to write-up your analysis,