Business Administration – Third Year

Semester I

1. Seminar – Marketing Project – Dr. Talia Rymon

No books are required

2. Seminar – Business Administration – Prof. Eli Berkovitz

No books are required

3. Basics of Economics Measurement – Ms. Orly Arav

Basic Econometrics 4th Edition – Danmor n. Gujarati McGraw Hill

4. Consumer Behavior – Dr. Arie Rotem

Schiffman and Kanuk (2004) Consumer Behavior International Edition (required)

Mowen and Minor (1999) Consumer Behavior 5th Edition (recommended)

5. Marketing Communication – Dr. Yaron Timmor

  1. Advertising Promotion and Supplemental Aspects of Integrated Marketing Communications/ Terence A. Shimp/ Dryden Press 1997
  2. Advertising Management / David A. Aaker ; John G. Myers ; Rajeev Batra /Prentice-Hall Fifth Edition
  3. Integrated Advertising Promotion & Marketing Communications/ Kenneth E Clow & Donald Baack/Prentice Hall 2002
  4. .ניהול הפרסום /הורניק, ליברמן /האוניברסיטה הפתוחה 1996 כרכים א'+ב'.

6. Social and Political Market – Mr. Romey Hassman

A. Required Reading

Social Marketing/ Philip Kotler, Ned Roberto, Nancy Lee/

SAGE Publications, 2002; Second Edition/ ISBN 0-7619-2434-5

  1. Recommended Reading
  2. No Place For Amateurs/ Dennis Johnson/ Routledge, 2001/

ISBN 0-415-92836-2 {on political marketing}

  1. SOFT Power/ Joseph S. Nye/ Public Affairs, 2004/ ISBN 1-58648-225-4

{on public diplomacy}

  1. The Crisis Counselor/ Jeffery Caponigro/ Contemporary Books, 2000/ ISBN 0-8092-2490-9 {on crisis management}

7. Financial Statements Analysis – Prof. Amir Ziv

To be announced on a later date

8. Analysis of Business Processes – Dr. Eyal Moshe

1) Managing Business Process Flows / Anupindi, Chopra, Deshmukh, Van Mieghem and Zemel (ISBN #: 0-13-907775-8), first edition, 1999, Prentice Hall.

2) The Six Sigma Revolution / George Eckes (ISBN: 0-471-38822-X), first edition, 2001, WIELY.

9. B to B Marketing – Dr. Ron Berger

To be announced on a later date

10. Marketing Strategy – Dr. Sharon Horski

“MARKSTRAT3, The Strategic Marketing Simulation”, Jean-Claude Larréché & Hubert Gatignon, 1999

11. Retail Marketing – Mr. Izhak Sidi

1. Retail Management by Berman & Evans 9th edition, international edition, Prentice Hall

2. Retail Marketing Management by David Gilbert 2nd edition, Prentice Hall

Semester II

1. Seminar – Marketing Project – Dr. Talia Rymon

No books are required

2. Seminar – Business Administration – Prof. Eli Berkovitz

No books are required

3. Global Marketing – Mr. Gali Michael

Keegan Warren J. Global Marketing Management Seventh Edition, Prentice Hall

4. Direct Marketing – Mrs. Ofrit Kol

Mary Lou Roberts and Paul D. Berger (1999), Direct Marketing Management, 2nd ed. Upper Saddle River, N.J.: Prentice Hall.

5. Business Entrepreneurship – Mr. Shally Tshuva

Measuring and managing the value of companies McKinsey & Company: Tom Copland, Tim Koller, Jack Murrin

Tools and Techniques for determining the value of any asset By Aswath Damodaran

6. Global Management – Dr. Orly Yehezkel

To be announced on a later date

7. Tourism and Hotel Management – Dr. Danny Abramovitz

1. Buttler, F. (1994). Hotel and food service marketing. 6th ed., London: Cassell.

2. Gunn, C. (1994). Tourism planning: basics, concepts, cases. 3rd ed.,

Washington DC: Taylor & Francis.

3. Heath, E. & Wall, G. (1992). Marketing tourism destinations, a strategic

planning approach. New York: John Wiley & Sons.

4. Kotler, P., Bowen, J. & Makens, J. (1999). Marketing for hospitality & tourism.

2nd ed., New Jersey: Prentice-Hall.

5. Seaton, A. V. & Bennett M. M. (1996). Marketing tourism products, concepts,

issues, cases. International Thomson Business Press.

8. Sales Management – Mr. Tamir Gado

  1. Robert J. Calvin : Sales Management .McGraw-Hill, 2000, 1 edition
  2. William Miller: Proactive Sales Management: How to Lead, motivate and stay ahead of the game. American Management Association , 2001, 1 edition
  3. Jeffrey Pfeffer: Managing with Power. HBS Press Book , 1992, 1 edition
  4. Dan Ciampa; Michael Watkins: Right from the start. HBS Press Book , 2005 , 1 edition
  5. Sun-Tzu: The Art of War. Penguin Book, 2003 , Second Revised Edition
  6. Arnold David: Seven Rules of international Distribution. Harvard Business Review, November – December , 2000,
  7. Garvin, A., David & Roberto, A., Michael: Change Through Persuasion. Harvard Business Review, February, 2005,
  8. Nicholson, N.: How to Motivate Your Problem People. Harvard Business Review, January, 2003,

9. Product Policy – Dr. Ron Berger

To be announced on a later date