Curriculum
Marketing Management
科目概要
This subject focuses on providing students with an understanding of the principles of marketing and marketing management. It is designed to develop analytical and decision-making skills in marketing. Students will learn the marketing concept and be introduced to frameworks with which to analyse: product markets; marketing tools and strategies such as segmentation, differentiation and targeting; and positioning tactics using the marketing mix (product, price, promotion and distribution channels). Once you develop “marketing mind”, your way of viewing the world, thinking, and interacting with people will change. At the end of this subject, you will find yourself at the start line for entering the chaotic business world.
主な講師陣
Craig Davis
Associate Professor E.W. Scripps School of Journalism/Athens, Ohio University
EDUCATION:
Certificate of Internet Technologies, New York University (New York, NY)
M. A. Corporate Communications, Duquesne University (Pittsburgh, PA)
B.S. Journalism and B.S.B.A. Marketing, West Virginia University (Morgantown,WV)
ACADEMIC APPOINTMENT:
9/14-present, Ohio University, E.W. Scripps School of Journalism/Athens, OH
Associate Professor
Undergraduate: Strategic Communication Management for Advertising and PR
Professionals, Strategic Communication Research and Theory, Strategic Communication
Capstone, Freshman Learning Community, What’s Your Idea
Graduate: Case Writing Scholarship
9/09-8/14, Ohio University, E.W. Scripps School of Journalism/Athens, OH
Assistant Professor
Undergraduate: Principle of Advertising, Advertising Management, Advertising Campaigns
“capstone,” Strategic Communication Research and Theory, Strategic Communication
Capstone, Strategic Communication Management for Advertising and Public Relations,
Strategic Communication Global Branding Practicum, Freshmen Learning Community
9/07-9/09, Ohio University, E.W. Scripps School of Journalism/Athens, OH
Visiting Professor
Undergraduate: Principles of Advertising, Advertising Management, Advertising Research,
Advertising Campaigns
Graduate: Principles of Advertising, Advertising Management, Advertising Research,
Advertising Campaigns
ADJUNCT ACADEMIC APPOINTMENTS
5/14-7/14, Ohio University, College of Business/Athens, Ohio
Part-time instructor
Undergraduate: Marketing Management Cluster Course
Graduate: Research Methods
8/04-6/06, Pace University, Lubin School of Business/New York, NY
Adjunct Professor
Graduate: Introduction to Marketing
1/95-6/95, West Virginia University, Parkersburg Campus/Parkersburg, WV
Instructor
Undergraduate: Marketing Management
EXPERIENCE:
With over 15 years experience, Craig Davis has held integrated and interactive roles for
agencies like Fahlgren Martin, Denstu Corporation of America, Poppe Tyson,
USWeb/CKS, Jordan McGrath Case and Partners, Arnold Worldwide and Saatchi &
Saatchi NYC. Craig has worked on high profile CPG brands such as Procter and
Gamble’s Bounty brand, GlaxoSmithkline brands Nicorette, NicoDerm CQ, Commit, and
Tums. For Hershey’s he was responsible for the interactive launch of the new Take 5
candy bar. He also has extensive experience working on technology and business-tobusiness
accounts like Canon USA, Millipore Corporation, Avaya and most recently Pay
By Touch.
Craig was an adjunct professor at Pace University in New York City, where he taught
graduate level marketing courses before accepting his role as a full-time visiting, assistant
and now, associate professor at Ohio University.
Craig is a native of West Virginia and has Bachelor’s degrees in both Journalism and
Business from West Virginia University and a Master’s degree in Corporate
Communication from Duquesne University. He also holds a Certificate of Internet
Technologies from New York University.