Pearo HA241 Syllabus Fall 2007 - HA 241 FALL 2007 MARKETING...

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HA 241 FALL 2007 MARKETING PRINCIPLES Tuesday and Thursday, 1:25 – 2:40 Statler Hall Room 165 Professor: Dr. Lisa Klein Pearo E-mail: lkp22@cornell.edu Phone: 255-9163 Office : 545C Statler Hall Office Hours: Live: Tues. 3:00 – 4:00 p.m. Virtual: Wed. 9:00 – 10:00 p.m. Teaching Assistant : Alison Fields akf9@cornell.edu Office Hours: TBA Welcome to HA241. This course is designed as a broad introduction to the principles of marketing, focused on the service industries in general, and hospitality in specific. As I will demonstrate during the course of the semester, these principles are widely applicable to a broad range of what we generally call “products” and “services” especially during the transition of our economy to a service-oriented one. This course will serve as your introduction to the world of marketing: its roles, its responsibilities and its impact on consumers and other organizational stakeholders. This syllabus includes most of the important structural and procedural information you will need for the course. Additional supporting materials will be available on Blackboard (Bb). I encourage you to read this syllabus thoroughly and refer to it often during the course. If you have any questions that aren’t answered here, please raise them in class, post them on Bb, stop by my office hours, or contact me directly via e-mail. COURSE LEARNING OBJECTIVES Upon completion of this course, you should be able to: Explain the core marketing concepts and their interaction with other business functions. Explain the role of strategic marketing management in the organization. Apply the fundamental marketing concepts, tools and frameworks to marketing decision- making . Estimate marketing program and customer profitability.
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HA 241 Marketing Principles Professor Lisa Klein Pearo, Fall 2007 Develop market research solutions to help organizations understand their target customers. Critically judge the quality and applicability of primary and secondary market research. Create and communicate viable recommendations to improve the marketing strategy and tactics of a service-oriented organization. I do not expect that you will know everything you need to know about marketing when you have completed this class. However, I do want you to leave this class with the knowledge of what questions you need to ask and how to evaluate the answers to those questions in order to make informed marketing decisions. COURSE DESCRIPTION Marketing is the creation of value – for the organization and for the consumer. The premise of this concept is that creating value for an organization entails providing superior value to customers; only a firm with a true market orientation can consistently deliver this value to its customers. Attracting and retaining customers through value creation is at the heart of the marketing concept. It is a dynamic process whereby the firm must continually look forward and outward to discover how to maximize value. Marketing encompasses all of the organization’s
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Pearo HA241 Syllabus Fall 2007 - HA 241 FALL 2007 MARKETING...

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