BAB 303

Marketing: An Introduction

Outline

• Class Syllabus

• Schedule

• Role of Marketing in Business

Class Syllabus: Leverage the TA’s!

• All questions and issues are to be directed through the TA’s

• Course TA’s contact info:– Peter Sashin (pas164@psu.edu):

• Room 423 Bus Bldg

• Office Hours Monday 1pm-5pm

– Steve Christensen (slc320@psu.edu):• Room 423 Bus Bldg

• Office Hours Friday 8am-12pm

• Class Syllabus - Exams

• Three online tests taken in 210 & 211 Keller each worth 33% of your final grade

• BRING YOUR PSU ID!!!!

• Register online via the junior core website

• Make-up requests filed at the junior core office at 202 Business Building

• E-testing review – Wednesday, Sept. 7th 6:30pm at 100 Thomas Building

Class Syllabus - Other

• Opportunity to earn up to 2 extra credit points – 1 point awarded for each successfully

completed study (1% added to final grade)

• Lectures posted to Angel prior to class

MARKETING: AN INTRODUCTION 7/E by Armstrong & Kotler

Course: BA 303, Principles of Marketing

Professor: John Liechty

This text is a crucial resource for:• Test Preparation• Homework assignments• Reading assignments

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Role of Marketing

• Delivering Value to customers

• Figuring out what customers need and meeting that need – Feel they have good value– Economically Viable

Role of Marketing

• Products – Developing new products

• Placement – Distribution, how to get products to customers

• Price – What can you charge?

• Promotion – Communicating the Value Proposition

Other Areas

• Finance

• Accounting

• Information Systems

• Management

• Logistics/Supply Chain Management

• Manufacturing/Engineering

Finance

• Getting the money (capital/resources) to run various projects – capital budgeting, equity and debt issues

• Dealing with the pension problem

• Secondary Markets – raising money and buying and selling financial securities

Accounting

• Keeping track of assets and liabilities

• What do you own and what do you owe?

• Tax Accounting – assets, liabilities and income from the Government’s perspective

• Managerial Accounting – assets, liabilities and income from the perspective of managing the company.

Information Systems

• Creating and effectively using the computer systems (computers, networks, databases, …)

• Underlying and connecting every aspect of the business

Management

• Leading people and making strategic decisions

• Recruiting, hiring, assessing and firing.

• Motivating – providing direction, vision, resources and incentives

• Deciding where to place resources and where to not place resources

Logistics

• Transportation, scheduling, inventory management

• Keeping track of lots of things and getting them to where they are supposed to go in an optimal fashion

Manufacturing

• Physically creating the product

• Design and Engineering