Course Code: 30513, Lectures: 2, Credits: 2

The course surveys the field of marketing form a management view, with the objective of developing knowledge and skills in the management aspects of marketing. During the course, the “Marketing Language” will be presented through a review of modern terminology. The tools and the theories that constitute the foundation for making management decisions and building the marketing plan that is appropriate for the business. A large part of the course will deal with the aspect of “Market Education” that is required in the penetration of a new technology.

The essence of marketing, strategic planning, analysis of the market environment, segmenting the market, the marketing information systems and market research, segregation and positioning, strategy of products and labels, pricing strategy, management of distribution channels, formulation of marketing communications. Market education, use of business analysis tools and “digging out” marketing knowledge.


  • Acquaintance and internalization of terminology and theories.
  • Development of knowledge and comprehension of the contribution of marketing activity to firms, including calculations of investment return on marketing activity.
  • Development of the skills to implement and analyze marketing activity, by using a range of tools and theories.
  • In-depth acquaintances with the methodology and tools for market education.

Compulsory Reading

  1. Kotler, Phillip and Kevin Keller (2012), Marketing Management, The Israeli Edition. Two volumes, The Open University.

Recommended Reading

  1. Kotler, Phillip and Kevin Keller (2012), Marketing Management, Harlow, England; New York: Prentice-
  2. Shuv – Ami. Avihai (2011), Modern Marketing Strategy, Published by Agam.
  3. Chan Kim and Renée Mauborgne, (2006), Blue Ocean Strategy: how you can create new market space and make the competition irrelevant. Matar, Tel Aviv
  4. Shuv – Ami. Avihai