NCC 5030 - Marketing Management

Fall. 2.5 credits. Letter grades only (no audit).

Limited enrollment. Johnson School core course. Non-Johnson students, see NCC 5530.

S. Kim, K. Woolley.

The course is designed to introduce you to the fundamental concepts of marketing that are relevant not just to marketers but to all business managers. After taking the course, you should be well prepared to formulate and communicate rigorous and practical solutions to commonly faced marketing problems across industries. A summary of the course goals is as follows:

1. To introduce marketing strategy (market segmentation, targeting, and positioning) and the basic quantitative methods that support it.

2. To introduce the elements of the marketing mix (product, pricing, promotion, and channels), and to demonstrate how each is used in a strategic manner.

3. To introduce the basic principles of marketing research, marketing math, and consumer behavior required to formulate marketing strategy and to plan the elements of the marketing mix.

4. To improve your problem solving and decision-making abilities, as well as your ability to communicate your recommendations and solutions in both oral and written formats.

Though the course will introduce you to a number of key marketing theories, our emphasis will be on how to apply these theories to solve real-world marketing problems. The course will use a mix of classic and recent articles from the business press, case discussions, in-class examples, and guest speakers as means to illustrate and apply the principles learned during lectures.