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    M650 Introduction

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    rozmin
    This document provides an overview and introduction to a marketing management course. It outlines the course objectives, description, learning outcomes, evaluation components, class schedule, and expectations. The key points are that the course will help students develop a deeper understanding of marketing through practical problem solving exercises using cases, lectures, and a major field project. It will be evaluated based on participation, a group case submission, and an individual case write-up. Students are expected to actively participate in class discussions and fully prepare their case analyses.

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    M650 Introduction

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    rozmin
    9 views19 pages
    This document provides an overview and introduction to a marketing management course. It outlines the course objectives, description, learning outcomes, evaluation components, class schedule, and expectations. The key points are that the course will help students develop a deeper understanding of marketing through practical problem solving exercises using cases, lectures, and a major field project. It will be evaluated based on participation, a group case submission, and an individual case write-up. Students are expected to actively participate in class discussions and fully prepare their case analyses.

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    This document provides an overview and introduction to a marketing management course. It outlines the course objectives, description, learning outcomes, evaluation components, class schedule, and expectations. The key points are that the course will help students develop a deeper understanding of marketing through practical problem solving exercises using cases, lectures, and a major field project. It will be evaluated based on participation, a group case submission, and an individual case write-up. Students are expected to actively participate in class discussions and fully prepare their case analyses.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pdf or txt
    9 views19 pages

    M650 Introduction

    Uploaded by

    rozmin
    This document provides an overview and introduction to a marketing management course. It outlines the course objectives, description, learning outcomes, evaluation components, class schedule, and expectations. The key points are that the course will help students develop a deeper understanding of marketing through practical problem solving exercises using cases, lectures, and a major field project. It will be evaluated based on participation, a group case submission, and an individual case write-up. Students are expected to actively participate in class discussions and fully prepare their case analyses.

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    of 19

    Marketing

    Management

    Introduction to
    M650
    Marketing – What is it?
    Why study Marketing?

    Review the course outline

    Outline class expectations


    3 Things I need to know about YOU:

    - Name

    - Work Experience
    - Undergraduate degree
    - MBA Focus & Career Aspirations

    - Something Memorable
    The discipline of marketing

    Strategic planning, execution, and management of activities


    aimed at changing what people think feel and do.
    The discipline of marketing
    Strategic planning

    What is strategy?
    Marketing Strategy Relies On:
    Data-driven insights
    Consumer behavior analysis
    Market & Competitive Analysis

    Highly Analytical Function


    Marketing Involves

    The Creation of Value: Product, Service, Experience

    AGAINST A DEFINED FINANCIAL GOAL


    ROOTED IN MARKET OPPORTUNITY
    Marketing Involves

    The utilization of various channels and tactics to


    communicate with and influence target audiences
    MARKETING IS NOT ADVERTISING

    BUT GOOD MARKETING LEADS TO GOOD ADVERTISING


    MORE IMPORTANTLY … GOOD BUSINESS RESULTS
    Bing Videos
    Why Choose to study Marketing in an MBA program?

    •Marketing is a fundamental business function.

    •Essential skills: Strategic Thinking, Analytical Process, Overall business


    management.

    •Wide range of career opportunities.

    •Enhances overall business understanding & career progression.


    REVIEW COURSE OUTLINE
    M650 Course
    Objective
    This course will help students develop a deeper understanding of marketing
    and its applications primarily through practical problem solving exercises.

    The students will learn how to use marketing principles to make better
    decisions, from high level strategic decisions to more granular, tactical ones
    centered on the effective deployment of the marketing mix elements.

    The course will be taught using cases, lectures, and a major field project which
    has student teams working with companies.
    M650 Course
    Description
    The purpose of this course is to explore practical applications of marketing
    concepts in business situations.

    Case studies are used to give practice in analyzing opportunities, solving


    marketing issues, and preparing implementation plans.

    This course is taught primarily through the casemethod but might also include
    readings, lectures, videos, and workshops.
    M650 Learning
    Outcomes
    The course will help you to:
    1) understand the application of basic marketing concepts;
    2) develop basic skills in marketing analysis, decision and strategy formulation;
    3) test your skills in communicating analysis, conclusions, and
    recommendations; and
    4) understand the environmental, global, and ethical dimensions of marketing
    decision making given the dynamics of business markets and customer need

    LINK TO COURSE PACK AVAILABLE NOW ON AVENUE


    M650 Evaluation

    Components and Weights

    A. Participation and Class Contribution 25%


    B. Group Case Submission: 40% (Write-up: 25% Presentation: 15%)
    C. Final Individual Case Write-up: 35%

    TOTAL: 100%
    PARTICIPATION
    25% of total grade
    10% Case Lead 10% Case Discussion 5% Evaluating

    Lead or Co-Lead 1 Case Select Case to Lead Discussion Evaluations


    1 case if you select to Lead one
    2 cases if you do not

    Role: Role:
    Facilitate Discussion Play a key role in the discussion
    Ask Questions Ask questions
    Challenge Opinions Challenge Opinions
    CLASS SCHEDULE – SEE
    COURSE OUTLINE
    Attendance is required

    Participate actively in class

    Prepare your cases fully

    Class
    Prepare to discuss your point of view
    Expectations
    This is a learning environment – it’s ok to make mistakes

    Be organized

    Ask questions

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