MKTG500 syllabus - Summer 2011

MKTG500 syllabus - Summer 2011 - California State...

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California State University Long Beach Marketing Concepts – MKTG500 Summer 2011 Instructor: Dr. Hieu P. Nguyen Office : CBA 338 Office Number: 562-985-7132 E-Mail : Office Hours: by appointment only Class Location : CCPE classroom Class Meeting Times : 2:00-6:00pm Tue Required text: Principles of Marketing , 13 th ed. by Kotler & Armstrong. Publisher: Prentice Hall. ISBN-13: 978-0-13-608072-5 Required cases: Course Objectives: The course introduces graduate students to marketing principles with a focus on hands-on, practical issues facing marketing professionals in a culturally and ethnically diverse business environment. Topics covered in the course investigate marketing from a managerial perspective, including the critical analysis of functions of marketing opportunity assessment, marketing planning, marketing implementation, and evaluation of marketing efforts. The major objective of this course is to give the student a solid foundation to appreciate the significance of marketing in an organization and to implement successful marketing strategies in order to create maximum company and customer values. Course format: The class consists of lectures, HBS cases, in-class readings, video cases, and a group project (marketing plan). Regarding the group marketing plan , each group will develop a marketing plan for a local company/organization. Groups are encouraged to select their own companies/organizations. A marketing plan format will be posted on Beachboard under “Course document”. Teams will present their work on assigned dates listed below. All teams will turn in a written marketing plan no longer than 30 pages, including all appendices, tables, charts, and references (double spaced, one-inch margins, 12-point Times New Roman font) on the date listed. Business attire is required for the presentation. Grading:
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MKTG500 syllabus - Summer 2011 - California State...

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