Leecture 1

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Lecture

1

Welcome to

Strategic Marketing
MKTG1275

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Copyright © 2012 McGraw-Hill Australia Pty Ltd
PowerPoint Slides t/a M arketing Strategy 2e: A Decision-Focused Approach by Walker

About the team
• Dr Ingo Karpen: ingo.karpen@rmit.edu.au
Course coordinator
Researcher
Business consultant

• Mr Sherman Chin: shermanchin@yahoo.com
Lecturer and local contact

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Copyright © 2012 McGraw-Hill Australia Pty Ltd
PowerPoint Slides t/a M arketing Strategy 2e: A Decision-Focused Approach by Walker

RMIT in Melbourne…

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Copyright © 2012 McGraw-Hill Australia Pty Ltd
PowerPoint Slides t/a M arketing Strategy 2e: A Decision-Focused Approach by Walker

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Teaching philosophy
• Linked to practice (cases), based on theory
– Foundation for your job
– Learn in context

• Interactive enjoyment
– Participation; active and passive;
– Having fun together

• Doing our best effort
– Effort pays off
– Transparency/fairness

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Copyright © 2012 McGraw-Hill Australia Pty Ltd
PowerPoint Slides t/a M arketing Strategy 2e: A Decision-Focused Approach by Walker

Success factors to pass:
• Assignment 1:

20%

(due week 6, August 17)

• Assignment 2:

20%

(due week 11, September 21)

• Exam:

60%

100%

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Copyright © 2012 McGraw-Hill Australia Pty Ltd
PowerPoint Slides t/a M arketing Strategy 2e: A Decision-Focused Approach by Walker

Success factors to pass:
• What we discuss in class is more important
than what is written in the book
• Focus on the lecture slides and other offered readings
such as articles; the book is simply an add-on

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Copyright © 2012 McGraw-Hill Australia Pty Ltd
PowerPoint Slides t/a M arketing Strategy 2e: A Decision-Focused Approach by Walker

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Formalities

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Copyright © 2012 McGraw-Hill Australia Pty Ltd
PowerPoint Slides t/a M arketing Strategy 2e: A Decision-Focused Approach by Walker

Formalities:
• Contact Sherman if you have any questions regarding
course content and assignments as he is locally
accessible for you
• Contact me if you have any administrative questions,
but be aware that I might not be able to respond
immediately given that I am traveling a lot

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Copyright © 2012 McGraw-Hill Australia Pty Ltd
PowerPoint Slides t/a M arketing Strategy 2e: A Decision-Focused Approach by Walker

Assignment Submission:
• Word documents must first be submitted to
Turnitin
• Then attach the results (eg screenshot) to the
report and submit through myRMIT/Learning Hub
• Provide a hardcopy of the assignments
• Always include an assignment cover sheet

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Copyright © 2012 McGraw-Hill Australia Pty Ltd
PowerPoint Slides t/a M arketing Strategy 2e: A Decision-Focused Approach by Walker

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Turnitin:
• Class ID / Class Name:
– 5248856 / MKTG1275

• Enrolment Password:
– 1275RMIT

• Use the Class ID and Enrolment Password to
register for this class on the Turnitin website
– www.turnitin.com

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Copyright © 2012 McGraw-Hill Australia Pty Ltd
PowerPoint Slides t/a M arketing Strategy 2e: A Decision-Focused Approach by Walker

The assignments will be discussed on
Wednesday after having covered the
core concepts of strategic marketing.

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Copyright © 2012 McGraw-Hill Australia Pty Ltd
PowerPoint Slides t/a M arketing Strategy 2e: A Decision-Focused Approach by Walker

Fasten your seatbelts
and focus!

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Copyright © 2012 McGraw-Hill Australia Pty Ltd
PowerPoint Slides t/a M arketing Strategy 2e: A Decision-Focused Approach by Walker

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Copyright © 2012 McGraw-Hill Australia Pty Ltd
PowerPoint Slides t/a M arketing Strategy 2e: A Decision-Focused Approach by Walker

What is marketing?
“Marketing is the activity,
set of institutions, and processes for
creating, communicating, delivering and
exchanging offerings that have value for
customers, clients, partners, and society
at large.”

AMA, 2007

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