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Marketing Management (302-0-21)

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 12:30PM - 1:50PM

Overview of class

*INFORMATION IS SUBJECT TO CHANGE*

The instructor of "Marketing Management" is: Ginger Pennington.

This class is geared toward students who have not previously taken a marketing course. You will learn basic principles and key marketing concepts, develop the ability to critically analyze & solve marketing-related problems, and gain experience formulating strategy. We will examine how organizations go about deciding which customers to serve, which products and services to offer, and how to effectively deliver and promote their offerings through strategic communications. In addition to learning core marketing principles, we will explore ethical issues related to marketing practices and consider the social impact of marketing.

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.


  1. Develop familiarity with fundamental marketing concepts and processes.

  2. Understand the role marketing plays in business operations, its impact on organizations' performance, and its influence over consumer decisions.

  3. Learn how to identify and locate information needed to make sound strategic marketing decisions.

  4. Be able to do basic calculations necessary to evaluate potential marketing actions and assess marketing performance.

  5. Diagnose marketing-related business problems and devise solutions.

  6. Become a more critical consumer of marketing communications and identify factors that influence your consumption choices.

  7. Think more deeply about the ethical implications of marketing practices.

  8. Creatively generate ideas for marketing campaigns.

  9. Communicate findings and recommendations in a manner appropriate for a business-oriented audience.

  10. Demonstrate ability to work collaboratively with others and develop habits of professional accountability.

Evaluation Method

  • Weekly Questions 25%

  • Exams (20% each) 40%

  • Group submission 1 15%

  • Group submission 2 20%

Class Materials (Required)

  1. Open source text: https://openstax.org/details/books/principles-marketing

  2. Business case studies from Harvard Business School (cost of about $20), accessible at: https://hbsp.harvard.edu/import/1162048

  3. Materials on Canvas

Class Notes

There are no wait lists 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

*FINAL EXAM WILL TAKE PLACE ON LAST DAY OF CLASS

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.