1. INTRODUCTION

The Marketing Management course is a second year BAA course. It is offered as an alternative to Marketing 2-100-96, which is the required introductory marketing course, taken by all students in the BAA program. HEC places great emphasis on globalization and the opportunities it represents for its students. In this context, Marketing Management is offered in English in order to provide students with an opportunity to apply their knowledge of that language and to assist them in preparing for the ever increasing internationalization of business at home and abroad.

For some students this is their only marketing course. For them a key objective is to gain an understanding of the key principles of marketing and of its role within the firm or organization. For those who choose to major in marketing, the course serves as an introduction to the field.

2. COURSE OBJECTIVES

Students are expected to acquire a solid understanding of the following dimensions of marketing:

1) its role and functions within the firm and in society;
2) key marketing concepts and their application to various real life situations;
3) marketing strategy and its adaptation to different market conditions.

3. TEACHING STRATEGY

Every course requires three components: teacher, reading materials and students. There is no short-cut to knowledge. It is essential do the readings and cases assigned and to participate actively in class and group discussions. The teacher's role is to stimulate exchange and encourage the development of independent thinking on the subjects covered in the readings.

Each class will combine lectures reviewing essential points from the readings with exchanges between teacher and students (and among students). Case discussions will be held regularly to apply the theoretical concepts to real-life situations.

Lectures will also be illustrated with relevant video tapes and guest lecturers (practitioners), who will talk about their daily concerns relating to marketing issues.

4. PEDAGOGICAL MATERIAL

Kotler, Philip, Gary Armstrong, and Peggy H. Cunningham, Principles of Marketing, Fourth Canadian Edition, Scarborough, Ont.: Prentice Hall Canada, 1999.
(Available at the COOP-HEC)

Case package

Companion website:
http://www.prenticehall.ca/kotler

Course website:
http://www.hec.ca/Berneman/marketing_management/Outline.htm