2. 2-108-97 MARKETING MANAGEMENT Corinne Berneman École des HEC

3. 2 WHAT’S ON TODAY’S AGENDA? Presentations: –professor –students –course Discussion of course outline Introduction to marketing: –definitionS –role of marketing in the firm

4. 3 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

5. 4 WHO ARE YOU? Semester/year at HEC Intended major Career plans Specific interests, hobbies, travel, sport Why the $%?# in English????

6. 5 WHY ENGLISH? Why did you choose an English section? Why did you choose marketing? Link culture-language

7. 6 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

8. COURSE OUTLINE (also available on the Web) www.hec.ca/Berneman/marketing_management/Outline.html

9. 8 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

10. 9 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

11. 10 EVALUATION Case report15% Case presentation15% Mid-term25% Final25% Quizzes20%

12. COFFEE TIME!

13. 12 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

14. 13 TOPICS COVERED Part III: Strategic Decisions –Segmentation –Targeting –Positioning Part IV: Implementation –product planning –distribution and retailing –pricing decisions –promotional aspects

15. 14 DEFINITIONS OF MARKETING Marketing as a learning discipline Marketing as a function of a company Marketing as a way of doing business

16. 15 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)

17. 16 FOCUS ON Consumer goods –products and services Managerial approach –analysis –decision-making

18. 17 NEXT CLASS Read chapters (1, 20, 2) Key concepts: –the marketing process –marketing strategy –marketing mix