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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 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 without prior coursework in marketing. You will learn basic principles and key marketing concepts, develop the ability to critically analyze marketing-related problems, and gain experience formulating strategy. We will examine how businesses and 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 important marketing principles, we will explore ethical issues related to marketing practices and consider the social impact of marketing.

Registration Requirements

Prerequisites: ECON 201-0 (Macroeconomics) and ECON 202-0 (Microeconomics) or equivalents.

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.

  • Learn core marketing principles, frameworks, and terminology

  • Deepen your understanding of the role & scope of marketing in organizations

  • Think critically about the impact of marketing activities on individuals & society

  • Develop your strategic thinking & problem-solving skills, including:
    • Diagnosing business problems

    • Finding the information needed to make sound strategic decisions

    • Generating creative ideas for effective marketing campaigns

    • Using data & basic calculations to plan & evaluate marketing actions

  • Develop habits of professional accountability and team collaboration

  • Strengthen business communication skills (comms that are persuasive, succinct, & clear)

Evaluation Method

  • Weekly Questions 15%

  • Class Participation 15%

  • Midterm and Final Exam 36%

  • Group Project / Strategic Marketing Plan 34%

Class Materials (Required)

Open-source textbook: Albrecht, M.G., Green, M., & Hoffman, L. (2023). Principles of Marketing. OpenStax. https://openstax.org/books/principles-marketing/pages/1-unit-introduction

Class Notes

This class does not have a wait list and we do not issue permissions to exceed enrollment capacity. If the class fills up before your registration time, we suggest checking CAESAR regularly for an available seat. Roster changes frequently occur during the first two weeks of registration and just before the start of a new quarter.

For more information about the course, please refer to the sample syllabus on the Kapnick Center website: https://businessinstitutions.northwestern.edu/courses/course-descriptions/index.html

*SPRING 2025: Final Exam (in-person) is scheduled for Tuesday, June 3. Please plan accordingly, as the exam date cannot be rescheduled. If you cannot be at the exam, you may take the course in a different quarter.

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.