Ajay K. Kohli ajay.kohli@scheller.gatech.edu Agenda
• Introduction
• Course overview
• What is marketing?
• Marketing management framework
• The evolving landscape
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Agenda
• Introduction
• Course overview
• What is marketing?
• Marketing management framework
• The evolving landscape
3
Introduction
• Tent cards
• Index cards
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Name + phone number
Interest area if any (e.g., marketing, finance . . .)
Degrees: universities + majors
Current employer + responsibility
One interesting “factoid” about you!
• Next class - a photograph 3-5 inches diagonal (optional)
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Agenda
• Introduction
• Course overview
• What is marketing?
• Marketing management framework
• The evolving landscape
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Course description and components
• A survey course
• Multiple pedagogical approaches
– Lecture-discussions
– Case discussions – restrict ourselves to information in the cases
– Three case write-ups (two Group, one Individual) – 4 pages max
– One simulation + write-up (Group) – 3 pages max
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Some specifics
• Email me if you will have to miss a class
• Insightful contributions are valued, not mere “talking”
• What is a good contribution?
• Same seat if you can, please
• Let me know at the beginning of class if an emergency makes it impossible for you to engage in class discussion
• Peer evaluations of class contributions and group projects
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Honor code and logistics
• Simulation access
• Familiarize yourself with the GT honor code, expectations
• Electronic devices in class
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Agenda
• Introduction
• Course overview
• What is marketing?
• Marketing management framework
• The evolving landscape
9
What is marketing?
• Marketing is not selling people things they don’t really want
It is not just . . .
• Advertising
• Telemarketing
• Running promotions in retail stores
• E-mailing offers . . .
• Creating neat brochures
& websites
• Events
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What is marketing?
• Marketing is not selling people things they don’t really want
It is not just . . .
• Advertising
Which customer segments?
What value proposition?
Product design, product line choices
Go-to-market (channel) strategy
Which media and what message?
Demand estimation/forecasting
Pricing structure . . .
