Ugba 106 Syllabus
Instructors
Marketing
UGBA 106
Prof. Ming Hsu
Email: mhsu@haas.berkeley.edu
Shubhranshu Singh
Email: shubhranshu_singh@haas.berkeley.edu
Scott Roeder
Email: scott_roeder@haas.berkeley.edu
Overview
Course Materials
This is the core marketing course for the Haas Undergraduate Program and it also appeals to non-majors who have had at least one previous business course. The aim of the course is to provide a rigorous and comprehensive introduction to contemporary marketing practice.
§༊
This course is taught in an unusual format—a large lecture on Mondays and a
Case Class on Wednesday. The smaller Wednesday session is not an optional review section led by a TA but is an integral part of the course, taught by a member of the instructional team. To motivate your learning this semester, we have two broad aims for you as students: (1) thinking like a manager to assess all possible options in a situation and not be afraid to make choices, (2) focus on implementation and ask what would a manager actually do to achieve results given the strategy you propose?
To achieve these two aims, we will teach you to: (1) understand marketing management, (2) generate insights from analysis and research, and (3) communicate these insights and work in teams to implement these insights.
Goals n༆ Understanding Marketing Management: Understand key concepts and terminology of modern marketing management. Analyze complex business situations in real time and to teach you the tools used by marketing managers. n༆
Generating Insights: Improve your skills in problem identification including the ability to determine what is most important. Introduce you to the techniques of marketing research. Teach you to make immediate decisions under conditions of uncertainty or incomplete knowledge.
n༆
Communication and Teamwork: This is aimed to improve your professional skills of oral presentation and concise writing. In addition, you will be
Marketing
UGBA 106
Prof. Ming Hsu
Email: mhsu@haas.berkeley.edu
Shubhranshu Singh
Email: shubhranshu_singh@haas.berkeley.edu
Scott Roeder
Email: scott_roeder@haas.berkeley.edu
Overview
Course Materials
This is the core marketing course for the Haas Undergraduate Program and it also appeals to non-majors who have had at least one previous business course. The aim of the course is to provide a rigorous and comprehensive introduction to contemporary marketing practice.
§༊
This course is taught in an unusual format—a large lecture on Mondays and a
Case Class on Wednesday. The smaller Wednesday session is not an optional review section led by a TA but is an integral part of the course, taught by a member of the instructional team. To motivate your learning this semester, we have two broad aims for you as students: (1) thinking like a manager to assess all possible options in a situation and not be afraid to make choices, (2) focus on implementation and ask what would a manager actually do to achieve results given the strategy you propose?
To achieve these two aims, we will teach you to: (1) understand marketing management, (2) generate insights from analysis and research, and (3) communicate these insights and work in teams to implement these insights.
Goals n༆ Understanding Marketing Management: Understand key concepts and terminology of modern marketing management. Analyze complex business situations in real time and to teach you the tools used by marketing managers. n༆
Generating Insights: Improve your skills in problem identification including the ability to determine what is most important. Introduce you to the techniques of marketing research. Teach you to make immediate decisions under conditions of uncertainty or incomplete knowledge.
n༆
Communication and Teamwork: This is aimed to improve your professional skills of oral presentation and concise writing. In addition, you will be