Marketing Management (302-0-20)
Instructors
Ginger L. Pennington
847/467-3041
Swift Hall, 2029 Sheridan Road, Evanston
Office Hours: By Appointment
Professor Ginger Pennington is Assistant Professor of Instruction in Northwesterns Business Institutions Program and the Department of Psychology. Professor Pennington earned her Ph.D. in Social Psychology from Northwestern University and her B.A., magna cum laude, in Psychology and Sociology/Anthropology from Knox College. Dr. Pennington¿s academic research focuses on human motivation and self-regulation and has been published in journals including Journal of Consumer Research, Journal of Personality and Social Psychology, and Journal of Experimental Social Psychology. In addition, she conducts applied research as a marketing consultant, specializing in brand strategy, consumer perceptions, and non-profit organizations.
Meeting Info
555 Clark B03: Tues, Thurs 9:30AM - 10:50AM
Overview of class
*INFORMATION IS SUBJECT TO CHANGE*
The instructor of "Marketing Management" is: Ginger Pennington.
This course introduces students to the basic principles and framework of strategic marketing, with an emphasis on analytical skills useful in a business environment. Market segmentation, target marketing, brand positioning, consumer behavior, marketing research, basic quantitative analyses, distribution channels and internet/mobile marketing are among the topics discussed. You will gain experience applying the core concepts through short assignments and case studies. Small group case work will give you the opportunity to work collaboratively -- putting skills to use analyzing situations confronted by real managers. By the end of this term, you will have acquired a sound conceptual and theoretical "tool kit" for marketing analysis and gained experience analyzing real-world marketing problems.
Registration Requirements
Prerequisites: ECON 201 & 202
Learning Objectives
By the end of this course, you will understand the basic processes involved in marketing management -- how to determine which customers your organization should serve, which products and services it should offer them, and how. You will know how to read and interpret marketing case studies, and have experience applying strategic frameworks to analyze business situations.
Class Materials (Required)
The textbook (open source) can be viewed online or downloaded as a pdf. We will also be using a coursepack from Harvard Business School that you can purchase online for about $30.
Class Notes
There are no waitlists for BUS_INST courses. If the class closes before your registration time, please check back.
For more information, please view sample syllabus: https://businessinstitutions.northwestern.edu/courses/course-descriptions/index.html
Class Attributes
Attendance at 1st class mandatory
Enrollment Requirements
Enrollment Requirements: Prerequisite: Any combination of ECON 201/ECON 311/AP-IB Macro AND ECON 202/ECON 310/MMSS 211-1/AP-IB Micro credit is required to register for this course.