Maketing

Satisfactory Essays
Syllabus as of October 10, 2012

NYU/Stern Executive MBA Program B01.2310.87: Marketing Spring, 2013 Professor Priya Raghubir Office: Tisch 809; Phone: 212.998.0727; Fax: 212.995.4006 e-mail: raghubir@stern.nyu.edu; Web: www.stern.nyu.edu/~raghubir Course Objectives As the core Marketing course in the EMBA program, the objectives of this course are: 1. To introduce you to the role of marketing in organizations; 2. To teach the basic concepts and tools used in marketing, including: - Elements of marketing analysis: customers, competition, company - Elements of the marketing mix: the 4 P’s; 3. To assist in learning how to apply these concepts and to practice making decisions through: - In-class case analyses (exposing you to examples of successful and unsuccessful marketing applications in the first part of the course) - Final Project 4. To improve presentation and writing skills and provide opportunities to articulate and defend positions via written individual assignments and a group project and presentation. The overall theme of the course is to emphasize the process of thinking: qualitatively, quantitatively, and strategically, using concrete, real-life practical examples as specific exemplars, drawing from both traditional areas of marketing as well as newer areas including online social media and pharmaceutical marketing. Course Materials Text: Winer and Dhar, Marketing Management, 4th ed., Prentice Hall (2010). The course consists primarily of case discussions and lectures. The cases and lectures will complement the

Syllabus as of October 10, 2012 text and will not attempt to cover all points raised in the reading. Course Grading Case write ups (4 x 10%) Mid Term Final group project Class participation 40% 25% 25% 10%

Guidelines for Case Analyses and the Group Project are appended. Participation enriches the quality of our classroom and your learning experience, and also makes up a significant portion of your grade. For effective class participation

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