Introduction

Welcome to Introduction to Marketing Management. I look forward to meeting you in our first class on February, 2017 and getting to know you during the spring semester. Here is the preliminary course syllabus. Almost all of the details you need on the course are here. It contains helpful information on the course objectives, what you will learn in the course, your responsibilities, how the course is conducted, and the course assignment.

This course on Marketing Management takes place over an intensive 11 weeks period. Both time limitations and the relative complexity of the issues to be tackled will present a number of challenges that everyone must be aware of in order to make it a worthwhile learning experience. These notes will provide some hints on how to make the most out of this experience as well as provide an overview of the path that we are going to travel together.

In that designing virtual environments is a program on Marketing Management issues, all materials, together with a set of some supplementary readings which will be handed out in class. Please contact the instructor for additional details and copies of slides will be made available. For the sake of structure, each day will center around a particular theme, helping participants to focus on the issues being analysed.

The word “intensive” must be taken in a literal sense. Timing considerations will require us to “hit the ground running“ rather quickly in order to make the most out of the available number of classroom hours. In order to optimise the learning experience, a practive level of class (case) preparation is of the essence.

Learning Outcomes

Having completed this course you will be able to:

• Define the process and function of marketing.
• Describe how the marketing process works.
• Discuss core marketing concepts.
• Discuss examples of good and bad marketing.
• Discuss how marketing of services differs from marketing of goods.
• Discuss how marketing theory has evolved up until today.
• Discuss limitations and criticisms of marketing theory.