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HU Credits:
3
Degree/Cycle:
1st degree (Bachelor)
Responsible Department:
Business Administration
Semester:
1st and/or 2nd Semester
Teaching Languages:
Hebrew
Campus:
Mt. Scopus
Course/Module Coordinator:
Dr. Yaniv Dover
Coordinator Office Hours:
upon appointment
Teaching Staff:
Dr. YANIV DOVER,
Dr. Osnat Cottan Nir
Course/Module description:
This course addresses the design and implementation of the best combination of marketing efforts to carry out a firm's strategy in its target markets.
The course deals with defining value to the customer and value to the firm, consumer and market research. We study techniques for Segmentation, Targeting, and Positioning. We review basic concepts of the marketing mix elements: product, distribution, pricing and marketing communication.
Course/Module aims:
* Introduce basic marketing concepts and terminology.
Introduce planning and analytic tools for marketing research and decision making.
*Review the information sources used for managerial decision making in marketing.
* Understand how firms integrate the outcomes of research and analysis into a coherent and comprehensive marketing plan.
Learning outcomes - On successful completion of this module, students should be able to:
(1) understand how the firm can benefit by creating and delivering value to its customers, and stakeholders.
(2) develop skills in applying the analytical concepts and tools of marketing to such decisions as segmentation and targeting, branding, pricing, distribution, and promotion.
(3) Make and defend marketing decisions in the context of stylized real-world
problem situations with incomplete information (case studies).
(4) Improve skills in written and oral
communication (case write-ups and class discussions).
(5) Make cross-functional connections between marketing and other areas of
business.
Attendance requirements(%):
80%
Teaching arrangement and method of instruction:
The course uses lectures and case discussions, case write-ups, marketing plan, and a comprehensive final examination to achieve these objectives.
Course/Module Content:
Vale to the customer
Consumer Behavior
B2B marketing
Competitive analysis
CLV and customer equity
Segmentation
Targeting
Positioning
Product and Brand management
Pricing
Distribution channels
Marekting communications
Required Reading:
Chapters from the course text book. A detailed list will be provided.
Harvard case studies.
Additional Reading Material:
NA
Course/Module evaluation:
End of year written/oral examination 70 %
Presentation 15 %
Participation in Tutorials 0 %
Project work 15 %
Assignments 0 %
Reports 0 %
Research project 0 %
Quizzes 0 %
Other 0 %
Additional information:
The reading pack of Harvard case studies will be purchased by the students directly from HBSP web silte. Estimated cost 15$.
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