2-108-97
MARKETING
MANAGEMENT
Corinne Berneman
École des HEC
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?
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•
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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
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•
•
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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/Outline.html
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
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Case report
Case presentation
Mid-term
Final
Quizzes
15%
15%
25%
25%
20%
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COFFEE TIME!
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
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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
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