2-108-97MARKETING

MANAGEMENT

Corinne Berneman

École des HEC

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WHAT’S ON TODAY’S 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: 340-6417 (voice mail active 24 hours per day)

• E-Mail: Corinne.Berneman@hec.ca

• Fax: 340-6975

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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

COURSE OUTLINE(also available on the Web)

www.hec.ca/Berneman/marketing_management/Outline.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%

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, goodsand 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