MKTG 6215 Marketing Management Syllabus (Fall 2015)_Updated

MKTG 6215 Marketing Management Syllabus (Fall 2015)_Updated...

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California State University, East Bay College of Business and Economics MKTG 6215 Marketing Management (4 Units) Fall 2015 Wed 6:30 – 10:00 PM AE- 360 Instructor: Lan Wu Ph.D. Office: VBT 323, Hayward campus Email: [email protected] (the best way to reach me) Phone: 510-885-4176 Office Hours: MW 12-1:30pm. You do not need a prior appointment to see me during my office hours. Just drop in. Also available at other times by appointment. Faculty Support: Ms. Paula Trujill-Reinhardt @ (510)-885-3326. Her office is VBT 440, Hayward campus Course Description This course examines core marketing management issues in a changing business environment. It introduces the conceptual knowledge, analytical tools, and problem solving skills applicable to marketing. Topics include marketing research; target marketing process; customer relationship management; managing product, price, distribution, and promotion; and marketing control. Prerequisites: All CBE and University proficiencies, including the UWSR, and all MBA fundamental courses. Course Objectives This course is intended to provide you with an understanding of the conceptual realm of marketing strategy and knowledge of the factors to be considered in marketing decisions. From the textbook, cases, reading materials, and our class discussions, you will improve the ability to identify marketing problems and to come up with reasoned solutions. You will also develop an expanded appreciation and understanding of the relationship among marketing decision variables (i.e., the 4Ps) and the significant role that marketing plays within an organization. Finally, you will be exposed to the ethical challenges and opportunities faced by marketing decision makers. Course Materials 1) Recommended textbook : Kotler, Philip and Kevin L. Keller (2012), Marketing Management (14th Edition). Prentice Hall ( ISBN-10: 0-13-210292-7). 1
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California State University, East Bay College of Business and Economics 2) Blackboard site for the class is accessible at . Blackboard will be used for lecture notes, assignments, reading materials, and your grades. If you need Technical Assistance and/or Blackboard training, please call the CSUEB Learning Commons (LI 2011) at 510-885-4152; and/or contact the CSUEB Service Desk at The Service Desk also responds to messages at 510-885-4357 (5-HELP) during normal business hours. 3) Three Harvard Business Cases through . Please refer to appendix 1 for instructions of using the web service. 4) Other required reading articles that are listed in the class schedule. You can download all the articles from the CSUEB library database, Business Source Premier . Please refer to appendix 2 for a step-by-step guide to download the articles.
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