January 7th

Professor is a second-year adjunct at Northeastern University.
Graduated from graduate school of business in 1998; attended Bentley University in 1991.
Passionate about teaching and helping students understand the discipline of marketing.

Professional experience spans 35 years, focusing on coaching and mentoring.
Left Bose Corporation two years ago to pursue teaching and consulting business.
Extensive experience across various industries: restaurant, retail, consumer electronics, high-tech, automotive, and consulting.
Admits to having a weakness in digital marketing, emphasizing the need to learn continuously.

Models an engaging and participatory classroom environment.
Encourages students (aged 18-23) to be active participants in discussions, overcoming anxieties related to public speaking.
Established objective: To help students find their voice and confidence in a safe classroom setting.
Highlights importance of marketing as the voice of the consumer within corporations.

Defines marketing beyond creativity and advertising.
Identifies key functions of marketing including:
- Target Audience: Understanding who they are trying to reach.
- Customer Attraction: Techniques to attract and persuade consumers towards a product.
- Storytelling and Emotion: Importance of emotional connection in marketing communications; reference to an Uber holiday ad.
- Profitability and Business Viability: Marketers must understand costs, revenues, and how marketing contributes to profitability and corporate value.

Understanding customer preferences drives marketing efforts.
Emphasizes the necessity of demographic data (e.g., income, age, hobbies) and psychographics (e.g., emotions, preferences) in shaping marketing strategies.
Introduces the concept of segmentation, targeting, and positioning (STP) for effectively reaching and engaging desired consumer groups.

Defines marketing as a science that applies across various sectors (e.g., B2B, B2C).
Illustrates the importance of frameworks in marketing decision-making.
Identifies four P's of marketing: Product, Price, Place, and Promotion, which are foundational to developing marketing strategies.

Class sessions focus on discussion rather than lecture.
Engages students with regular participation to foster critical thinking.
Introduces experiential learning through case studies and potential guest speakers.

Emphasis placed on coursework that includes a thorough review of marketing theories, consumer behavior, strategic planning, and marketing analytics.
Primary textbook:
- Marketing: An Introduction (16th edition by Gary Armstrong, Bill Cutler); mentions minor updates from previous editions.
Financial expectations: Renting the textbook is appropriate for student needs.

Total available points in the course is approximately 464.
Breakdown of course evaluation:
- Quizzes: 5 quizzes + a final exam (20 points each).
- Homework: 13 assignments worth 5 points each.
- Marketing research experience (MRE) participation required for completion.
Importance of attendance and engaged participation for full credit.
- Attendance is monitored and allows for graded participation on an individual basis.
- Participation in class discussions aids grading significantly.
Marketing simulation game introduces practical application of marketing principles and includes team-based and individual performance evaluations.

Discusses the necessity of ethical behavior and ongoing self-awareness for successful marketing practices.
Highlights the significance of networking and relationship-building in achieving high levels of performance at work, beyond grades.

Encourages students to view grades as less critical than the experience, skills, and networking opportunities they gain during their education.
Final remarks stress maintaining a healthy perspective on academic performance, sustaining student engagement, and preparing effectively for participation in the business world.