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MARKETING:GENERAL INTRODUCTION

Alex Seret

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Percentage of English speakers

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Outline• Introduction• Agenda• Activities• Key References• Contact

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Bio: Alex Seret• Education

• Ph.D. Applied Economics: Decision Sciences and Information Management, KU Leuven, 2015

• MA Commercial Engineering in Management Informatics, KU Leuven, 2011

• BA Commercial Engineering in Management Informatics, UNamur, 2009

• Academic appointment• Profesor Investigador, Facultad de

Ingeniería y Ciencias Aplicadas, Universidad de los Andes

• Director of MEM• Invited researcher of ISCI (Institute

Complex Engineering Systems)

• Research interests• Applied data mining• Quantitative marketing• Business analytics

• Personal• Belgian, married and young

father• Hobbies: Squash, football and

sharing (Belgian) beers

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Introduction• What is Marketing?

Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners,

and society at large.

The American Marketing Association

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Introduction• What is Marketing Management?

Marketing management takes place when at least one party to a potential exchange thinks about the means of

achieving desired responses from other parties.

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Introduction• What can be marketed?

1. Goods

2. Services

3. Events

4. Experience

5. Persons

6. Places

7. Properties

8. Organizations

9. Information

10. Ideas

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Introduction I am marketing an idea

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Introduction• Why teaching marketing to engineers?• What can be marketed?

1. Goods

2. Services

3. Events

4. Experience

5. Persons

6. Places

7. Properties

8. Organizations

9. Information

10. Ideas

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IntroductionWhen you say

Marketing, you say…

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Introduction

These guys will always be better

than me in marketing, how could I

make an impact?

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Introduction

• How to make an impact?• Step 1: Understand them and speak their language

Part 1: Marketing Management

• Step 2: Create value thanks to your engineering skillsPart 2: Database Marketing

• Step 3: Market your ideasMMRs, DMTs, contributions and evaluations

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Part 1: Marketing Management

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Part 2: Database Marketing

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Activities• Marketing Management Report (MMR)

• Apply the theoretical concepts of Marketing Management to the Chilean reality

• How?• Choose a Chilean business in your network and describe it in minimum

half a page and explain why you selected it• Show me you understood the concepts labeled MMR

• Describe the concept with your words• Apply it in the context of your business

• Not applicable in your business?• Explain why and apply it to another business

• Market your understanding of the concept in the report

• When?• 17/08/2015 (MMR1) – 07/09/2015 (MMR2) – 28/09/2015 (MMR3)

MMR

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Activities• What can be marketed?

1. Goods

2. Services

3. Events

4. Experience

5. Persons

6. Places

7. Properties

8. Organizations

9. Information

10. Ideas

MMR1.1

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Activities• Database Marketing Task (DMT)

• Solve a data-driven problem and report your approach and results• How?

• Use your common sense and/or the tools you learned to solve a real problem

• Describe your methodology• Describe the results• Tell me how you generated value

• When?• 19/10/2015 (DMT1) – 02/11/2015 (DMT2) – 16/11/2015 (DMT3)

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Activities• Contributions

• Be there and be an actor of the class• When?

• Every day

• Collective intelligence to face a foreign language• How?

• You know a keyword in both languages?• Check on SAF if it is already in the Dictionary• If not, put everything in a .txt file and label it your name-date.• When you have at least 5 words, submit it.• I will compile all your keywords in a document that all of you can then access.

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Activities• Evaluations

• During the class (Knowledge and feeling)• When?

• 14/09/2015 and 09/11/2015 (Room C-23)

• Final exam• When?

• 30/11/2015 (Room C-23)

• Final score• 70% for MMRs, DMTs, contributions and evaluations during the

class• MMRs = 30%, DMTs = 30%, contributions = 5% and evaluations during

the class = 35%

• 30% for final exam

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Key References• P. Kotler and K. Keller (2012), “Marketing Management“.

Pearson.• R.C. Blattberg, B.D. Kim, Neslin S.A. (2009), “Database

Marketing: Analyzing and Managing Customers”. Springer.

• http://www.rdatamining.com/• https://cran.r-project.org/manuals.html• https://www.rstudio.com/

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Contact• Alex Seret

• aseret@uandes.cl• Use the word marketing in your subject, please… (ex: “I love

Marketing”)• For questions, planning meetings, talking business or sharing ideas• You are welcome!