Marketing_L1(2013)

Content for today

•Practicalities

-Coordinates

-Course introduction

•Introduction

Defining Marketing and the Marketing Process

Coordinates

•Yana Shigina

•Office 405 (Radionova str.)

•E-mail yshigina@hse.ru

•Contact hours: upon appointment

General course introduction

1.Course objectives

2.Course content

3.Grading & evaluation

4.Course material

5.Structure & timing

1.Course objectives

•Explain and exemplify the most important marketing concepts;

•Recognize the role of marketing in both a business and consumer context;

•Apply the theoretical concepts to practice-based cases in an adequate fashion;

•Correctly analyse and assess a real marketing situation;

•Defend and discuss your train of thought in relation to these problems within a group of peers.

2.Course content

Lectures on marketing (12 lectures)

•download slides/ material for every session on group’s e-mail

 Practical classes

•download/follow-up presentation material for different sessions on group’s e-mail

•summary & ppt presentations = exam material

3.Grading & evaluation

•Examination:

Written without oral presentation

Closed book

Multiple-choice

Open-question

•Continuous assessment:

Case studies & Multiple-choice Participation in classroom activities

•Presentation:

Team presentation & summary (evaluation of the integration of conceptual knowledge)

4. Course material

Required reading

•Handbook: Philip Kotler, Gary Armstrong (2011). Principles of Marketing 14th Edition.

•Syllabus, slides, additional course material (articles on marketing, external links) access through e-mail

Optional reading

•Pride, William M., and O. C. Ferrell. Marketing. Mason, OH:

Cengage Learning, 2012.

•Grewal, Dhruv, and Michael Levy. Marketing, 1st Edition. New York, NY: McGraw-Hill/Irwin, 2007 (2012).

Defining Marketing and the

Marketing Process

I.What Is Marketing?

II. Understanding the Marketplace and Customer Needs III. Designing a Customer-Driven Marketing Strategy

IV. Preparing an Integrated Marketing Plan and Program V. Building Customer Relationships

VI. Capturing Value from Customers