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. .'‫ב‬+'‫ כרכים א‬6991 ‫האוניברסיטה הפתוחה‬/ ‫ ליברמן‬,‫הורניק‬/ ‫ניהול הפרסום‬.
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
B. Recommended Reading
1. No Place For Amateurs/ Dennis Johnson/ Routledge, 2001/
ISBN 0-415-92836-2 {on political marketing}
2. SOFT Power/ Joseph S. Nye/ Public Affairs, 2004/ ISBN 1-58648-225-4
{on public diplomacy}
3. 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