1

MARKETING:
GENERAL INTRODUCTION
Alex Seret

Percentage of English speakers

Outline
Introduction
Agenda
Activities
Key References
Contact

Bio: Alex Seret

Education
Ph.D. Applied Economics: Decision
Sciences and Information Management,
KU Leuven, 2015
MA Commercial Engineering in
Management Informatics, KU Leuven,
2011
BA Commercial Engineering in
Management Informatics, UNamur,
2009
Academic appointment
Profesor Investigador, Facultad de

Ingeniera y Ciencias Aplicadas,

Universidad de los Andes
Director of MEM
Invited researcher of ISCI (Institute
Complex Engineering Systems)

Research interests
Applied data mining
Quantitative marketing
Business analytics
Personal
Belgian, married and young

father
Hobbies: Squash, football and
sharing (Belgian) beers

Introduction
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.
The American Marketing Association

Introduction
What is Marketing Management?

Marketing management takes place when at least one

party to a potential exchange thinks about the means of
achieving desired responses from other parties.

Introduction
What can be marketed?
1. Goods
2. Services
3. Events
4. Experience
5. Persons
6. Places
7. Properties
8. Organizations
9. Information
10. Ideas

Introduction

I am marketing
an idea

Introduction
Why teaching marketing to engineers?
What can be marketed?
1. Goods
2. Services
3. Events
4. Experience
5. Persons
6. Places
7. Properties
8. Organizations
9. Information
10. Ideas

10

Introduction
When you say
Marketing, you say

11

Introduction
These guys
will always
be better
than me in
marketing,
how could I
make an
impact?

12

Introduction
How to make an impact?
Step 1: Understand them and speak their language
Part 1: Marketing Management

Step 2: Create value thanks to your engineering skills

Part 2: Database Marketing
Step 3: Market your ideas
MMRs, DMTs, contributions and evaluations

13

Part 1: Marketing Management

14

Part 2: Database Marketing

15

Activities
MMR

Marketing Management Report (MMR)

Apply the theoretical concepts of Marketing Management to the
Chilean reality
How?
Choose a Chilean business in your network and describe it in minimum

half a page and explain why you selected it

Show me you understood the concepts labeled MMR
Describe the concept with your words
Apply it in the context of your business
Not applicable in your business?
Explain why and apply it to another business

Market your understanding of the concept in the report

When?
17/08/2015 (MMR1) 07/09/2015 (MMR2) 28/09/2015 (MMR3)

16

Activities
What can be marketed?
1. Goods
2. Services
3. Events
4. Experience
5. Persons
6. Places
7. Properties
8. Organizations
9. Information
10. Ideas

MMR1.1

17

Activities
Database Marketing Task (DMT)
Solve a data-driven problem and report your approach and results
How?
Use your common sense and/or the tools you learned to solve a real

problem
Describe your methodology
Describe the results
Tell me how you generated value
When?
19/10/2015 (DMT1) 02/11/2015 (DMT2) 16/11/2015 (DMT3)

18

Activities
Contributions
Be there and be an actor of the class
When?
Every day

Collective intelligence to face a foreign language

How?

You know a keyword in both languages?

Check on SAF if it is already in the Dictionary
If not, put everything in a .txt file and label it your name-date.
When you have at least 5 words, submit it.
I will compile all your keywords in a document that all of you can then access.

19

Activities
Evaluations
During the class (Knowledge and feeling)
When?
14/09/2015 and 09/11/2015 (Room C-23)

Final exam
When?
30/11/2015 (Room C-23)

Final score
70% for MMRs, DMTs, contributions and evaluations during the
class
MMRs = 30%, DMTs = 30%, contributions = 5% and evaluations during

the class = 35%

30% for final exam

20

Key References
P. Kotler and K. Keller (2012), Marketing Management.

Pearson.
R.C. Blattberg, B.D. Kim, Neslin S.A. (2009), Database
Marketing: Analyzing and Managing Customers.
Springer.
http://www.rdatamining.com/
https://cran.r-project.org/manuals.html
https://www.rstudio.com/

21

Contact
Alex Seret
aseret@uandes.cl
Use the word marketing in your subject, please (ex: I love
Marketing)
For questions, planning meetings, talking business or sharing ideas
You are welcome!