Dongguk Business School
Dongguk University
Curriculum Overview
Introduction
Marketing is the business area students are likely most in touch with in their every day lives, yet marketing is much more than advertising and public relations. Brand management, product design and development, routes to market, service quality, pricing, and understanding clients and consumers is also the heart of marketing. Through marketing, companies attempt to identify and fulfil the express and hidden needs of the marketplace. Effective marketing leads the way in driving competitiveness. Students learn about marketing theories in their historical and industry context, and study cases of marketing successes and failures. Students further analyze marketing trends and apply them to their own projects and presentations. Advanced topics include brand management, marketing communications, services marketing, consumer behavior, marketing research, marketing channel strategy, and new product development and pricing strategy.
Completion guide
nitially students complete an introductory course in marketing, followed by major courses in the areas of Brand Management, Marketing Communication, Services Marketing, Consumer Behavior, Marketing Research, Marketing Channel Strategy, and New Product Development and Pricing Strategy. Students interested in taking marketing research should first complete Business Statistics.
PD Professor
- Professor Yeo Jun Sang
- Marketing
- L522
- marnia@dongguk.edu
| DBA2003 | 마케팅원론 (Principles of Marketing) |
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| (Prerequisite: Principles of Management) The course aims to explore the primary components, principles, and practices of the marketing processes. It is designed to examine how marketing functions as an important part in firms, organization, and society. In the course, students will have an opportunity to be exposed to the major areas of marketing including consumer behavior, marketing research, marketing strategies, product development, marketing channel distribution, and marketing communication strategies. |
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| MGT4038 | 브랜드관리 (Brand Management) |
| (Prerequisite: Principles of Marketing) The purpose of this course is to explore important considerations in the understanding, developing, and managing brand strategies. The course examines all dimensions of brand management including defining brands, brand building strategies, brand architecture and extension issues, and brand repositioning. The goal of this course is to help students understand global financial markets and operations of multinational firms. Topics to be covered are key economic theories, foreign exchange markets, various financial instruments for risk management, international financial markets, international financing, and investment decisions in the global marketplace. | |
| MGT4040 | 마케팅커뮤니케이션 (Marketing Communication) |
| (Prerequisite: Principles of Marketing) This course aims to understand the field of advertising and promotion from an integrated marketing communications perspective. The followings are examined, in particular: advertising, direct and interactive marketing, use of the Internet and new media, public relations, trade promotion, and consumer promotion. | |
| MGT4041 | 서비스마케팅 (Service Marketing) |
| (Prerequisite: Principles of Marketing) This course has two main objectives. First, the course examines how service organizations differ from goods organizations in terms of the development and execution of marketing plans. Secondly, goods organizations need to acknowledge the service aspects of their organizations and how service can be used as a source of competitive advantage. The focus will be on identifying the various components of the service marketing mix and appreciating the concepts of service delivery, customer satisfaction and dissatisfaction, and service quality. |
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| MGT4043 | 소비자행동론 (Consumer Behavior) |
| (Prerequisite: Principles of Marketing) The course examines the psychological, economic, and socio-cultural aspects of consumer behavior. These theoretical foundations are discussed in relation to various managerial marketing issues. |
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| MGT4063 | 마케팅리서치 (Marketing Research) |
| (Prerequisite: Business Statistics, Principles of Marketing) The course is designed to explore how to develop successful market research studies. The followings are examined, in particular: the setting of marketing research objectives, the design of marketing research techniques, data collection and interpretation methods, and the preparation and presentation of research reports. |
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| MGT4064 | 유통전략 (Marketing Channel Strategy) |
| (Prerequisite: Principles of Marketing) This course examines the fundamental concepts and theories in marketing channel management. The focus will be on designing sound channels, managing them effectively, and evaluating their |
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| MGT4068 | 신상품개발 및 가격전략 (New Product Development and Pricing Strategy) |
| (Prerequisite: Principles of Marketing) The course places emphasis on developing specific marketing strategies to support the creation and launch of new products and to successfully manage new products for long-term success. Specifically, this course addresses the following questions. How to manage the entire new product development process, how can the voice-of-the-customer be “heard” and then “translated” into actual product, and how can product design be used to enhance the value proposition. In addition, by understanding theoretical and practical methods for optimal pricing decisions, this course offers important managerial tools for pricing strategies. |
