MKTG 4825 - Marketing Management
Fall 2026 Syllabus, Section 02, CRN 40075,
Credit hours: 3
Course Meeting Times
Log in to view more
Instructor
Doori Song
Email: dsong@ysu.edu
Course Description
4825. Marketing Management. Comprehensive study of the management functions in marketing including organization, planning, research, merchandising, sales, advertising and promotion, marketing channels, and control related to corporate policies and objectives. Management practices covering recruiting, selection, training, equipping, compensating, and supervising. Prereq.: MKTG 3703, MKTG 3726, 2.5 GPA. Prereq. or Coreq.: MKTG 4815. 3 s.h.
Course Readings
| Group | Title | Author | ISBN |
|---|---|---|---|
| Optional | Marketing Management | Kotler, Keller, & Chernev | 9780138076276 |
Required Case
Quest Nutrition: Growing the Nutritional Snacking Category by Wilson & Chartrand. Harvard Business Publishing *Link is provided on Blackboard Course Page
The course readings are subject to change in the event of extenuating circumstances, research developments, current events, and/or to ensure better learning.
Assignments/Assessments
Log in to view more
Schedule of Topics and Assignments
| Week of | Proposed Topic | Due/To Prepare for Class |
|---|---|---|
| 8/24 | Course Overview How Marketing Works? (1): Evolution of Marketing |
Reading Assignment: (HBR) Beyond the 4Ps: A New Paradigm Emerges |
| 8/31 | How Marketing Works? (2): Marketing Mix Marketing Planning |
Bio Form Due |
| 9/7 | Understanding Consumers | Reading Assignment: (HBR) Framework for Marketing Strategy Formation |
| 9/14 | Customer Experience and Value | |
| 9/21 | Test 1 | |
| 9/28 | Competitive Analysis & SWOT Analysis | |
| 10/5 | STP Strategy | Reading Assignment: (HBR) Market Research, Analysis, and Segmentation |
| 10/12 | Understanding Consumer Behaviors | |
| 10/19 | Integrated Marketing Communications Concepts of Triple Media |
|
| 10/26 | Brand Management | |
| 11/2 | Portfolio Analysis | Opinion Paper Due |
| 11/9 | Test 2 | |
| 11/16 | Digital Media | |
| 11/23 | Distribution Channels | Individual Case Analysis Due |
| 11/30 | Test 3 | |
| 12/7 | Make-up Test |
The course schedule, policies, procedures, and assignments in this course are subject to change in the event of extenuating circumstances, by mutual agreement, and/or to ensure better learning.