| COURSE #: 430 |
SECTION: 71 |
COURSE NAME: Marketing Management |
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| INSTRUCTOR: Randall J. Voorn |
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| CASEPACK (YES or NO?): Yes |
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| First Assignment: Per the course syllabus, read the appropriate pages in Chapter 1 of the textbook. Read the ‘Zenon Diagnostics Case’ and prepare answers (for class discussion) to the questions at the end of the case. ATTENDANCE IN THE FIRST CLASS SESSION IS MANDATORY – NO EXCEPTIONS! |
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| 1. TEXT -- REQUIRED or RECOMMENDED?: Required |
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| AUTHOR: Philip Kotler and Kevin Keller |
PUBLISHER: Pearson-Prentice-Hall |
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| TITLE: Marketing Management |
ED./DATE: 12th edition/2006 |
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| COURSE #: 450 |
SECTION: 61 |
COURSE NAME: Research Methods in Marketing |
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| INSTRUCTOR: Eyal Maoz |
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| CASEPACK (YES or NO?): Yes |
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| FIRST ASSIGNMENT: Attending the first class is advised, but not mandatory. No first assignment with the exception of reading the syllabus. Download the first batch of slides from the web page. Reading List 'Backward' Market research Cost Conscious marketing research The importance of Client Participation in research An Example of the use of .... An Application of Focus Groups ... Qualities of a Master Moderator Focus Pocus Seven Rules for observational Research Metaphor Marketing Group Dynamics The fourfold path to Figuring out What Your Customers Really Want Telephone Survey Methods: The state of the art This is not a Sales Call Asking the Right Questions in telephone interviews Statement of Intent and key Tenets The Exploratory open-ended question Comment Cards and Rating Scales. The Numbers game: refining multi-point scales How polls are conducted Increasing survey accuracy Should the Census use Sampling? Confidence-Intervals and Sample size Case: Omnibus Polls Advertising Experiments at the Campbell Soup Company The Marketing Blunder of the Century How TV advertising works: A meta-analysis of 389 Real World… Case: Short Cases on Experimental Design Case: Tulsa Central Business District |
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| 1. TEXT -- REQUIRED or RECOMMENDED?: Recommended |
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| AUTHOR: Gilbert A. Churchill, Jr. |
PUBLISHER: Harcourt College Publishers |
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| TITLE: Marketing Research – Methodological Foundations |
ED./DATE: 9th edition |
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| 2. TEXT -- REQUIRED or RECOMMENDED?: Recommended |
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| AUTHOR: G. Jarboe |
PUBLISHER: South-Western College Publishing |
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| TITLE: The Marketing Research Project Manual |
ED./DATE: 4th Edition |
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| COURSE #: 450 |
SECTION: 71 |
COURSE NAME: Research Methods in Marketing |
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| INSTRUCTOR: Eyal Maoz |
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| CASEPACK (YES or NO?): Yes |
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| FIRST ASSIGNMENT: Attending the first class is advised, but not mandatory. No first assignment with the exception of reading the syllabus. Download the first batch of slides from the web page. Reading List 'Backward' Market research Cost Conscious marketing research The importance of Client Participation in research An Example of the use of .... An Application of Focus Groups ... Qualities of a Master Moderator Focus Pocus Seven Rules for observational Research Metaphor Marketing Group Dynamics The fourfold path to Figuring out What Your Customers Really Want Telephone Survey Methods: The state of the art This is not a Sales Call Asking the Right Questions in telephone interviews Statement of Intent and key Tenets The Exploratory open-ended question Comment Cards and Rating Scales. The Numbers game: refining multi-point scales How polls are conducted Increasing survey accuracy Should the Census use Sampling? Confidence-Intervals and Sample size Case: Omnibus Polls Advertising Experiments at the Campbell Soup Company The Marketing Blunder of the Century How TV advertising works: A meta-analysis of 389 Real World… Case: Short Cases on Experimental Design Case: Tulsa Central Business District |
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| 1. TEXT -- REQUIRED or RECOMMENDED?: Recommended |
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| AUTHOR: Gilbert A. Churchill, Jr. |
PUBLISHER: Harcourt College Publishers |
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| TITLE: Marketing Research – Methodological Foundations |
ED./DATE: 9th edition |
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| 2. TEXT -- REQUIRED or RECOMMENDED?: Recommended |
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| AUTHOR: G. Jarboe |
PUBLISHER: South-Western College Publishing |
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| TITLE: The Marketing Research Project Manual |
ED./DATE: 4th Edition |
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| COURSE #: 458 |
SECTION: 71 |
COURSE NAME: Models of Consumer Behavior |
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| INSTRUCTOR: Bobby Calder |
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| CASEPACK (YES or NO?): No |
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| Mandatory First Class Attendance: No |
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| FIRST ASSIGNMENT: No First Assignment |
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| 1. TEXT -- REQUIRED or RECOMMENDED?: None |
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| 2. TEXT -- REQUIRED or RECOMMENDED?: |
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| COURSE #: 465 |
SECTION: 71 |
COURSE NAME: Introduction of New Products and Services |
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| INSTRUCTOR: Eyal Maoz |
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| CASEPACK (YES or NO?): Yes |
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| FIRST
ASSIGNMENT: Through internet and other data sources try to research
the Toilet paper market in the Reading List Why some new products are more successful than others Matching the Process of Product Development to its context Case: Dow Chemical Concept Testing Case: Techsonic Industries Inc.: Hummingbird-New Products Seeing Red Case: Optical Distortion Inc. (A) Positioning Your Product Note 4 - Conjoint Analysis: A Manager's Guide Case: Ring Medical When, Where, and How to Test Market Test Marketing in New Product Development Pretest Market Models: A Critical Evaluation Case: Yoplait Custard-Style Yogurt (A) Case: Sealed-Air |
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| 1. TEXT -- REQUIRED or RECOMMENDED?: Recommended |
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| AUTHOR: Glen L. Urban & John R. Hauser |
PUBLISHER: Prentice Hall |
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| TITLE: Design and Marketing of New Products |
ED./DATE: 2nd edition |
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| 2. TEXT -- REQUIRED or RECOMMENDED?: |
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