Marketing Management - Detailed Course Outline Week 1

Marketing Management Detailed Course Outline
Week 1 (Thursday, February 28)

Marketing is not the art of finding clever ways to dispose of what you make. Marketing is the art of creating genuine customer value. It is the art of helping your customers become better off. The marketer’s watchwords are quality, service and value.”

— Philip Kotler

Topics	Course Introduction Developing a Market Orientation
Read	Best: Chapters 1 & 2 Course Syllabus Course Outline "Case Analyses" "Tips on Participating"
In-Class Activities	In-Class Exercise: Computron Video Case: Hi-Bred International Discussion Questions: How does Pioneer identify its prospective and current customers? How did Pioneer's market research practices (type of research, use of research) evolve over a decade of technological and market change? Can other companies use these same methods? What are the key "take-aways" about the market research process? About problem formulation?
Other	The instructor will provide a Team Preference form that you must submit by the end of today's class. Your completed form must provide names, student identification numbers and preferred email addresses for all team members. These email addresses will be used for LINKS correspondence. The form must also indicate your team's preferences for the Case Presentations.