13003 Marketing

Credits: 3 graduate credits in Business Administration or in Educational Administration, Policy and Leadership

Prerequisite for the MBA: Admission to the graduate program in Business Administration

Prerequisites for Educational Administration: Research Methods in Education, Theories of Learning and Instruction, Economic Aspects of the Education System, and Evaluation in Education: Theory and Practice or Technology and Learning

The course is based on a translation and adaptation of Marketing Management (13th ed.), by P. Kotler and K.L. Keller (Prentice Hall, 2009).

Objectives: To acquaint students with marketing theories and processes. To present a framework for identifying marketing challenges and analyzing problems in marketing management; to provide tools for strategic planning and decision-making in marketing and to apply them to a variety of case studies and examples from the Israeli and the international market.

Topics: Basic concepts and approaches in marketing management; Strategic planning and developing the marketing offering; The marketing information system and the market research system; The marketing environment; Analyzing competitors; Consumer behavior; Market segmentation, differentiation and positioning; Product policy; Pricing policy, distribution policy; The marketing communication mix; Global marketing.

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