Cornell Marketing

In: Business and Management

Submitted By yashmalhotra
Words 4865
Pages 20
CORNELL

Prof. Michael Giebelhausen School of Hotel Administration Office: 607-255-8362 545 Statler Hall Cell: 217-689-1318 Ithaca, NY 14853-6902 E-mail: mdg234@cornell.edu

HADM 2430: MARKETING MANAGEMENT FOR SERVICES
Section 1: Mon Wed 11:40-12:55, 398 Statler Hall
Section 2: Mon Wed 2:55-4:10, 196 Statler Hall
Office Hours: Monday – Friday from 9:00 a.m. to 4:30 p.m., no appointment necessary

Course Objectives / Outcomes

The mission of this course is to provide you with an introduction to the business discipline of marketing (and services marketing in particular). Marketing, more than any other business activity, links companies to their customers. Even if you don’t pursue a career in marketing, it is useful for you to understand how marketing works. Upon successfully completing this course, you should be able to:

1) Speak the language – In your daily life, you have probably encountered many of the phenomena we will discuss in class. However, if you want to pursue a career in business, you need to be fluent in the terminology, frameworks, and models related to marketing and corporate social responsibility (see service learning project).

2) Apply the concepts learned in class – Knowing the terminology, framework, and models is important. It is more important, however, that you are able to combine and apply them across different contexts in order to make justifiable recommendations.

3) Critique current practice – You will develop the ability to evaluate current marketing practice, not only in terms of its effectiveness, but also in terms of ethical implications.

4) Conduct marketing research – Millions of dollars are lost every day due to poorly executed marketing research. During this course you will learn how to create effective market surveys and to analyze the results in such a way…...

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