Introduction to Marketing Introduction to Marketing
Unit 1 – i Introduction to Marketing
1
About Me… b Professor Mark Runge
markrunge.rmit@gmail.com k it@ il Cell # by request
Office hours are by appointment
2
Class Structure
The course will be structured as follows –
I will lecture for the first part of class
I will then assign discussion questions for groups to answer. You will have 20min to formulate your answers. You will then share these answers with the class.
3
Assessment
Assignment 1: A mid-term closed book exam mid term
of 1.5 hours (40%) March 19 & 20 2013
Assignment 2: One group presentation and written report (60%)
Presentations are to be 15 minutes in length with
use of PPT slides. I will provide each group the slides topic. Presented April 30 & May 1, 7 & 8 2013
I will provide the topic and guidelines after the
Tet holiday.
4
Unit 1: Objectives b Understand the role of marketing
Describe key organizational orientations
U d t d k marketing concepts and
Understand key k ti t d
definitions
Analyze the impact of major environmental forces y p j like technology, globalization and de-regulation on organizations and their approach to marketing.
Discuss the sources of competitive advantage and the bases from which organizations compete.
Understanding the difference between marketing of goods and the marketing of services. f d d h k f
5
How d does Marketing f in? k fit
There are four key management
disciplines
Fi
Finance/Accounting
/A
ti
Information Technology
Human Resources Management
Marketing
6
What is Marketing?
7
What is Marketing? h k
Simply put: Marketing is the delivery of customer satisfaction d li f t ti f ti at a profit.
Goals: Attract new customers b ne c stomers by promising superior value and keep and grow current customers by delivering satisfaction.
8
The Role of Marketing
“Marketing is so basic that it cannot be
1
About Me… b Professor Mark Runge
markrunge.rmit@gmail.com k it@ il Cell # by request
Office hours are by appointment
2
Class Structure
The course will be structured as follows –
I will lecture for the first part of class
I will then assign discussion questions for groups to answer. You will have 20min to formulate your answers. You will then share these answers with the class.
3
Assessment
Assignment 1: A mid-term closed book exam mid term
of 1.5 hours (40%) March 19 & 20 2013
Assignment 2: One group presentation and written report (60%)
Presentations are to be 15 minutes in length with
use of PPT slides. I will provide each group the slides topic. Presented April 30 & May 1, 7 & 8 2013
I will provide the topic and guidelines after the
Tet holiday.
4
Unit 1: Objectives b Understand the role of marketing
Describe key organizational orientations
U d t d k marketing concepts and
Understand key k ti t d
definitions
Analyze the impact of major environmental forces y p j like technology, globalization and de-regulation on organizations and their approach to marketing.
Discuss the sources of competitive advantage and the bases from which organizations compete.
Understanding the difference between marketing of goods and the marketing of services. f d d h k f
5
How d does Marketing f in? k fit
There are four key management
disciplines
Fi
Finance/Accounting
/A
ti
Information Technology
Human Resources Management
Marketing
6
What is Marketing?
7
What is Marketing? h k
Simply put: Marketing is the delivery of customer satisfaction d li f t ti f ti at a profit.
Goals: Attract new customers b ne c stomers by promising superior value and keep and grow current customers by delivering satisfaction.
8
The Role of Marketing
“Marketing is so basic that it cannot be