2-108-97%20MARKETING%20MANAGEMENT

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2-108-97MARKETING MANAGEMENT

• Corinne Berneman
• École des HEC

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WHATS ON TODAYS AGENDA?

• Presentations
• professor
• students
• course
• Discussion of course outline
• Introduction to marketing
• definitionS
• role of marketing in the firm

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Corinne Berneman

• Room 4.420 (4th floor, blue area)
• Secretary Lise Collette (Room 4.715)
• Telephone [phone] (voice mail active 24 hours
  per day)
• E-Mail Corinne.Berneman_at_hec.ca
• Fax [phone]

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WHO ARE YOU?

• Semester/year at HEC
• Intended major
• Career plans
• Specific interests, hobbies, travel, sport
• Why the ? in English????

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WHY ENGLISH?

• Why did you choose an English section?
• Why did you choose marketing?
• Link culture-language

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USE OF ENGLISH IN THIS COURSE

• This is NOT a language course
• It is a marketing course given in English
• Key point understand and be understood
• Put emphasis on participation

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COURSE OUTLINE(also available on the
Web)www.hec.ca/Berneman/marketing_management/Outl
ine.html
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OBJECTIVES

• Give a general introduction to marketing
  management
• Understand the role and functions of marketing
  within the firm and in society
• Understand the key concepts in the discipline
• Understand basic elements of marketing strategy

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REQUIRED MATERIAL

• Kotler, Philip, Gary Armstrong and Peggy H.
  Cunningham, Principles of Marketing, Fourth
  Canadian Edition, Prentice Hall, 1999
• Accompanying Website
• www.prenticehall.ca/kotler

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EVALUATION

• Case report 15
• Case presentation 15
• Mid-term 25
• Final 25
• Quizzes 20

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COFFEE TIME!
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TOPICS COVERED

• Part I Basic Concepts
• definition of marketing, role in firm, society
• basic elements of marketing strategy and planning
• Part II Analysis
• market research
• consumer behaviour

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TOPICS COVERED

• Part III Strategic Decisions
• Segmentation
• Targeting
• Positioning
• Part IV Implementation
• product planning
• distribution and retailing
• pricing decisions
• promotional aspects

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DEFINITIONS OF MARKETING

• Marketing as a learning discipline
• Marketing as a function of a company
• Marketing as a way of doing business

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FUNCTIONAL DEFINITION
Process of planning and executing the
conception, pricing, promotion, and distribution
of ideas, goods and services to create exchanges
that satisfy individual and organizational
goals. (AMA)
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FOCUS ON

• Consumer goods
• products and services
• Managerial approach
• analysis
• decision-making

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NEXT CLASS

• Read chapters (1, 20, 2)
• Key concepts
• the marketing process
• marketing strategy
• marketing mix