Marketing Management

Spring of 2019
ㅠ10008 – 01
박정은 교수 (Professor Jeong Eun Park)
Office Phone: 3277-6654
Email: jepark@ewha.ac.kr
Office: 이화신세계관 408호
Class Hour: Monday(5-6), class room: 이화신세계관 602
Office Hour: Monday/Wednesday: 4:00-5:00 P.M. or by appointment

ESB Mission:
To generate and disseminate knowledge to advance the understanding, practice and
management of business while seeking to be a recognized leader in a high-quality business
education.
 To play a leading role in the development of ideas that shapes the world of business and
management.
 To prepare future women leaders of business, education and public services by delivering
the quality education.

ESB AoL Learning Goals and Traits:

- Communication skills
- Management Knowledge (Marketing)

Purpose of the Class

The main purpose of this class is to make students understand the basic principles of
marketing and have a framework of marketing thought. To achieve this purpose,
professor will introduce the roles of marketing in our society and explain the methods
and tools of marketing and its concepts.
During the semester, students will study basic marketing concepts including marketing
research, consumer behavior, marketing mix (4Ps), and relationship marketing. With the
understanding these basic principles of marketing, student will practice the marketing
concepts and apply those concepts for actual marketing works in the companies.

Text book and Articles

- Principles of Marketing, Kotler and Armstrong, Pearson. Global edition, 17th

Class Method
- Lecture and Discussion
- Team Working
- Case Analysis and Presentation
Personal and Team Work
- Team Project (Company Marketing Plan Development)
- Personal work for article summary

Grading
- Mid-term exam: 40% - Final Exam: 40%
- Team Project: 10% - Class Participation: 10%

Team Project will be evaluated for final report and final presentation. Team will be
formed with 2~3 team members. Team project will be evaluated by final report which is
a 5 ~10pages report.

*Grading portion could be changed by professor

Class Schedule

Date Topic 교과서 Note

Week 1 Introduction
Welcome to the world of Marketing
Week 2 The Concept of Marketing and Chapter 1 & 2
Marketing process
Week 3 Understanding the Marketplace Chapter 3 & 4
Week 4 Understanding Customer Value Chapter 5 & 6
Week 5 Customer Value Driven Strategy1 Chapter 7
Week 6 Customer Value Driven Strategy2 Chapter 7
Week 7 Midterm Exam Chapter 1~7
Week 8 Product Chapter 8
Week 9 New Product Development Chapter 9
Week 10 Pricing Strategy Chapter 10&11
Week 11 Place Strategy Chapter 12&13
Week 12 Promotion Strategy 1 Chapter 14&15
Week 13 Promotion Strategy 2 Chapter 16&17
Week 14 Final Exam Chapter 8-17
Week 15 Other issues in marketing Chapter 18-20
Week 16 Team Project Presentation

ESB Code of Ethics:

To promote the growth of ethically responsible women leaders at ESB through adherence to the
highest standards of academic integrity and overall ethical conduct, and to develop a sense of
individual responsibility to maintain such standards.
 Code of Ethics for Faculty: ESB faculty must teach students with good faith, maintain
transparency in grading, and faithfully conduct student counseling.
 Code of Ethics for Students: ESB student is expected to represent her academic product
honestly and fairly, and to respect the individual rights of others.