STRATEGY AND MANAGEMENT IN MARKETING SCIENCE
- Course
- BUSN604 - STRATEGY AND MANAGEMENT IN MARKETING SCIENCE
- Department
- Business Administration - English - PhD
- Course Type
- Course
- Status
- Required
- Language
- English
- Credit
- 3
- ECTS
- 8
- T+P+L
- 3 + 0 + 0
- Course Coordinator(s)
- -
- Prerequisite
- -
Course Description
This course examines the classic and current topics and debates in marketing strategy field. The fundamental objective of this course is trying to expose each student to some of the thinking in marketing and in related disciplines like production and operational management, management and organization, finance and accounting from the business perspective. The course aims to enable students to understand the development of marketing thinking as well as discussing the basic theories used to explain marketing phenomena and their application areas. One of the most important contribution of this course to the students is to integrate strategic management theories with marketing theories. The course also address the development of students' ability and skills to critically discuss and evaluate recent published research.
STRATEGY AND MANAGEMENT IN MARKETING SCIENCE
Evaluation Tools (Active Term)
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Course outcomes
No course outcomes have been defined yet.
Course Syllabus
| Week | Topic |
|---|---|
| Week 1 | Introduction |
| Week 2 | Part 1: Understanding Marketing Management (Chapter 1& 2) |
| Week 3 | Part 1: Understanding Marketing Management (Chapter 1& 2)/Article discussions |
| Week 4 | Part 3: Connecting With Customers (Chapter 5&6&7&8) /Article discussions |
| Week 5 | Part 3: Connecting With Customers (Chapter 5&6&7&8) /Article discussions |
| Week 6 | Part 4:Building Strong Brands (Chapter 9&10&11&12)/ Article discussions |
| Week 7 | Part 4:Building Strong Brands (Chapter 9&10&11&12)/ Article discussio |
| Week 8 | Mid-term week |
| Week 9 | Part 5: Creating Value (Chapter 13&14&15&16)/Article discussions |
| Week 10 | Part 5: Creating Value (Chapter 13&14&15&16)/Article discussions |
| Week 11 | Part 6: Delivering Value (Chapter17) / Article discussions |
| Week 12 | Part 7: Communicating Value/ Article discussions |
| Week 13 | Part 7: Communicating Value/ Article discussions |
| Week 14 | Presentations |
| Week 15 | Presentations |
Reference Books & Course Materials
- 01 Kotler and Keller. (2016). Marketing Management 15E
Learning Outcomes
No learning outcomes have been defined.
Program Outcomes
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Po-Lo Matrix
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