What This Document Is
This is the official syllabus for Marketing Management (EWMBA 206) at the University of California, Berkeley’s Haas School of Business. It outlines the expectations, structure, and key components of a graduate-level course focused on the principles and practical application of marketing research. This syllabus serves as a foundational guide for students preparing to engage with advanced marketing concepts and data analysis techniques.
Why This Document Matters
This syllabus is essential for anyone enrolled in, or considering enrolling in, this specific Marketing Management course. It clarifies the course’s objectives, prerequisites, and grading breakdown. Prospective students can use it to assess their preparedness and understand the course workload. Current students will rely on it throughout the semester as a central reference for assignments, exam dates, and participation expectations. Understanding the course framework detailed within is crucial for academic success.
Topics Covered
* Foundational Marketing Research Principles
* Application of Statistical Analysis to Marketing Problems
* Primary & Secondary Research Methodologies
* Research Design & Implementation
* Data Collection Techniques (e.g., surveys, interviews)
* Sample Selection & Size Determination
* Questionnaire Development
* Data Analysis & Interpretation
* Utilizing Research for Managerial Decision-Making
* The Role of Market Research in Various Business Functions
What This Document Provides
* A detailed overview of course prerequisites and recommended prior knowledge.
* A list of required course materials, including textbooks and case readers.
* A comprehensive breakdown of the course’s learning objectives.
* A clear outline of the grading criteria, including the weight of each assessment component (exams, participation, projects, assignments).
* Information regarding the format and expectations for examinations.
* Policies regarding class participation and contribution to discussions.