Advanced Marketing

Code:

LGE509

Acronym:

AMARK

Keywords
Classification	Keyword
OFICIAL	Business Sciences

Instance: 2006/2007 - 2S

Active?	Yes
Responsible unit:	Department of Management
Course/CS Responsible:	Business Administration

Cycles of Study/Courses

Acronym	No. of Students	Study Plan	Curricular Years	Credits UCN	Credits ECTS	Contact hours	Total Time
ECO	49	Official Curricular Structure since 2004	4	2		-

Objectives

The objectives of this class are to introduce students in more depth to special topics in different fields of Marketing. The different fields from which topics will be chosen are Internet Marketing (including new media available through the internet, how the internet affects demand), Services Marketing (with a strong concentration on Health Care Marketing and a discussion of choice behavior), and Social Marketing.

Program

Topics in Internet Marketing
Topics in Services Marketing (Focused on Health Care Marketing)
Topics in Social Marketing

Main Bibliography

Internet Marketing
The Long Tail by Chris Anderson (see also http://longtail.typepad.com/)

Economist Survey on New Media
(http://www.economist.com/surveys/displayStory.cfm?story_id=6794156)

Chaffey, D., Mayer, R., Johnson, K. and Ellis-Chadwick, F. (2003). Internet Marketing. Strategy, Implementation and Practice. Prentice-Hall.

Services Marketing
The Paradox of Choice: Why More is Less by Barry Schwartz

Essentials of Health Care Marketing by Eric N. Berkowitz

Social Marketing
Kotler, P., Roberto, N. and Lee, N. (2002). Social Marketing. Improving the Quality of Life. SAGE publications.

Complementary Bibliography

Teaching methods and learning activities

An effort has been made to use new and interesting sources for instruction. The class format will be lecture-based in part, however other media will be used. In particular, students will listen to interviews/podcasts on relevant topics. Further, students will be strongly encouraged to participate in discussions where applicable (see evaluation methods). For some classes, students will be required to read short passages in preparation for class or prepare a short discussion on a topic.

Evaluation Type

Distributed evaluation without final exam

Examinations or Special Assignments

Class attendance and participation: Your class participation score is based on attendance, active participation in class discussion, and a short individual presentation.

Attendance: Attendance signals your commitment to the course.
Participation: Each of you can improve the quality of the course by sharing your own thoughts about the readings or from observations in the real world. Class is more interesting for all of us if it is discussion-based instead of lecture-based.
Short Presentation: Each student will be required to prepare a short discussion for one of the classes. Different topics will be suggested by the instructor. These can be a discussion of a research paper (suggested by the instructor), showing different websites on a topic of relevance to the class, or presenting a newspaper article of relevance to the class.

Finally, try not to arrive late or have your cell phone ringing in class.

Group Presentation: Students will make a presentation of a case-study on a company that has adopted creative uses of new media and internet technology. You will be required to analyze how this use of the media can help the company. Discuss the position of the company among its competitors. What problems or challenges remain?

Research paper: Students will be required to write a research paper that shows an understanding of important concepts covered in class, and that requires reading materials from the web and scholarly journals. Possible topics will be provided by the instructor. Suggested length 5-10 pages.

Observations

A note on English: I recognize that English is not the first language for most of you, I will not be evaluating you on your command of the language, but on your understanding of the concepts covered in class.

A note on plagiarism: Copying word-for-word from any source is not permitted. Paraphrasing a correctly cited source is permitted.