COURSE NUMBER: EWMBA 206.31B

COURSE TITLE: Marketing Management

UNITS OF CREDIT: 2 units

INSTRUCTOR: Zsolt Katona

E-MAIL ADDRESS: zskatona@haas.berkeley.edu

CLASS WEB PAGE LOCATION: bCourses

PREREQUISITE(S): None

CLASS FORMAT: Case studies

REQUIRED READINGS: No required textbook. Readings can be found on study.net.

BASIS FOR FINAL GRADE: Class participation (25%), case analysis (15%), group project (20%), final exam (40%).

ABSTRACT OF COURSE'S CONTENT AND OBJECTIVES:
This introductory course is designed to provide students with an understanding of the basic marketing management concepts. The course treats marketing from the perspective of strategic analysis and provides a framework for the decisions associated with the management of the marketing function in the modern organization focusing on marketing process, customer analysis, segmentation, targeting and positioning, competitive analysis, designing marketing strategy, tactical implementation and the analysis of marketing investments.