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HU Credits:
3
Degree/Cycle:
1st degree (Bachelor)
Responsible Department:
Environmental Economics & Management
Semester:
1st Semester
Teaching Languages:
Hebrew
Campus:
Rehovot
Course/Module Coordinator:
Mrs. Revital Benami
Coordinator Office Hours:
Wednesday 14:00-14:45
Teaching Staff:
Ms. revital benami
Course/Module description:
In this course, you will learn how to plan and execute marketing strategies and tactics for a variety of products, services, and organizations.
The course covers topics such as market analysis, strategy, segmentation, positioning, Differentiation, product development, and marketing mix.
This course aims to present the principles of marketing management from an economic point of view.
Course/Module aims:
The course aims at acquiring knowledge and understanding of marketing from economic perspective. Students will expertise in understanding optimization of marketing mechanism
Learning outcomes - On successful completion of this module, students should be able to:
Students are expected to understand and be able to perform basic analysis of firms and markets that results in development of marketing strategy. Perform market analysis
Determine the optimal marketing mix
Design product policy, communication, pricing policy and physical distribution policies
Attendance requirements(%):
100
Teaching arrangement and method of instruction:
Frontal lectures
solution and presentation of Case studies followed by class discussion.
Course/Module Content:
Managerial approach to marketing. Marketing concepts. Supply and Value chains. Marketing mechanisms. The effect of marketing mechanisms on demand, uncertainty and risk reduction. Product policy. Adoption of innovations. Marketing strategy. Pricing. Advertising and promotions. Segmentation, positioning and targeting. Sales force. Measuring marketing performances.
Sustainable marketing
Required Reading:
Kotler and Keller, Principles of MArketing Management, The open University Press, 2020.
or
Kotler Keller and Hornik, (2012) Marketing Management, The open University Press.
Additional Reading Material:
Marketing Management (16th Editions) by Philip T. Kotler and Kevin Lane Keller
Grading Scheme :
Written / Oral / Practical Exam 50 %
Submission assignments during the semester: Exercises / Essays / Audits / Reports / Forum / Simulation / others 30 %
Presentation / Poster Presentation / Lecture 20 %
Additional information:
None
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