Course Summary

Welcome to the Marketing component of Fall ICE!

This website includes an outline for your midterm project and a daily schedule for our class sessions.

During our time together, we will focus on improving your ability to honor the marketing discipline’s first law:

“Don’t sell what you happen to make; make what the consumer wants to buy” (Fennell 1978, p. 38).

Our class sessions will hone your ability to apply critical thinking skills to the managerial decisions being asked of marketers in today’s information-based economy. Oftentimes these decisions pertain to how a company should go about designing its marketing mix, which is composed of the 4 Ps (product, price, promotion, and place).

Conceptualizing marketing as the act of generating, disseminating, and responding to market intelligence (Kohli and Jaworski 1990) will allow us to discuss how marketing can be practiced organization-wide to help companies attain a market orientation and optimize their triple bottom lines for profits, people, and the planet (Elkington 2018).

If asked the question “what is marketing?” during our first class session, you might define marketing similar to how you would define advertising. In contrast, by the time our last class session hits on Thursday, December 1, you should find that your view of marketing has broadened and deepened, no matter your starting point.

I hope you will find the lessons we cover together to be valuable no matter your career interests (e.g., accounting, finance, marketing). Indeed, marketing is a shared responsibility and everyone in the organization needs to perform the role of marketing on a continuous basis, whether they “sit” in the marketing department or not. The reason being is that learning is at the core of the marketing process, so everything employees do to “embrace reality and deal with it” (Dalio 2017, p. 132) falls into the realm of marketing.

I look forward to the time we will spend together. Please feel welcome to get in touch with me at any point if you have questions or a desire to talk about something we cover in detail.

Sincerely,
Prof. Boichuk

References

Dalio, Ray (2017), Principles: Life and Work, New York, NY: Simon & Schuster.
Elkington, John (2018), “25 Years Ago I Coined the Phrase ‘Triple Bottom Line.’ Here’s Why It’s Time to Rethink It.” Harvard Business Review.
Fennell, Geraldine (1978), “Consumers’ Perceptions of the Product-Use Situation,” Journal of Marketing, 42 (2), 38–47.
Kohli, Ajay K. and Bernard J. Jaworski (1990), “Market Orientation: The Construct, Research Propositions, and Managerial Implications,” Journal of Marketing, 54 (2), 1–18.