Thursday, October 7

Topic

• Course Outline and Midterm Launch

Objectives

• To outline how our subsequent sessions will cover the broad discipline of marketing, a discipline that at its core is about processing information and making decisions to optimize the triple bottom line
  • To define goals, objectives, requirements, and expectations for this course
    
  • To outline how this course’s assignments (e.g., exercises, papers, reports) contribute to achieving this course’s goals and objectives
    
  • To explain why the instructional methods (e.g., cases, lectures, readings, projects) were chosen to serve as this course’s subject matter
    
  • To establish a learning environment that respects differences and diverse perspectives and makes all students feel welcome
    
• To establish a clear set of goals, requirements, and performance standards (i.e., grading criteria, grading system) for the midterm project

Readings

• Market Orientation: The Construct, Research Propositions, and Managerial Implications (Kohli and Jaworski 1990)
  • Focus on the section titled “Explicating the Market Orientation Construct” on pages four through six
• Midterm Project Outline

Discussion Questions

1. What major constituents make up a company’s external environment?
   
2. What does the term “market orientation” mean?
   
3. Describe the three types of information-processing activities that market-oriented companies engage in.

Assignments Due

• Answers to today’s discussion questions
  • After signing into Blackboard, submit your answers to this folder
    
  • By way of submitting your answers you are pledging on your honor that you neither gave nor received help while answering the discussion questions. You are expected to work alone on all aspects of them and the analysis you present should be your own.
    
  • You will earn one point toward your in-class participation grade for marketing every time you submit your answers on time and to a satisfactory degree. Late submissions will receive zero points without exception.
    
• Print the readings for each class session of marketing and organize them in a binder

Assignments Made

• Answers to the discussion questions for our next session of marketing
  
• Discuss your analysis of the Hubspot case before our next session of marketing. As you prepare for and engage in your group discussion, you might find it helpful to consider the following guidelines that Haywood-Farmer (2008) suggests adhering to:
  • Develop a thorough understanding of the case prior to your group meeting
    
  • Participate actively in the discussion and take your own notes (consensus is neither necessary, nor expected)
  • Set a time limit, say 30 minutes, for your discussion and stick to it

References

Haywood-Farmer, John (2008), An Introductory Note on the Case Method, London, ON: Ivey Publishing.

Kohli, Ajay K. and Bernard J. Jaworski (1990), “Market Orientation: The Construct, Research Propositions, and Managerial Implications,” Journal of Marketing, 54 (2), 1–18.