Marketing Introductory lecture based on the notions of the triad: consumer, brands, and value...contextual elements of familiarity with instructors and other ideas are introduced here...

1. ENMN 315
Marketing Management
Course Introduction

2. Dr. Salvador Trevino Career
Highlights
 Born In the Northern City of Monterrey (1), in Mexico, professor Salvador Trevino dedicates his
entire professional life to the study of business practice from the perspective of the strategy and
marketing disciplines.
 A professor, consultant and researcher, Prof. Trevino’s main interests are the notions of
innovation, technology, strategy and the social impact of these areas in individual and collective
behaviours…
 Educated in Mexico and the US, he got a PhD in Business Administration from The University of
Memphis, where papers derived from his dissertation were awarded in Mexican and American
academic venues.
 His MBA is from State University of New York (SUNY) at Buffalo and his bachelor in Science in
Marketing from his long-time base university, Tecnologico de Monterrey, also known as Monterrey
Tech(2).
 Currently consulting for companies in industrial, banking and technology sectors, Prof Trevino has
lectured in several Latin-American countries, France, and the US. A College of Business and also an
EGADE Business School professor, he currently lectures in the GlobalMBA and ONEMBA programs
in partnership with Thunderbird, that is the American School of Global Management and a consortia
of Five universities led by The University of North Carolina at Chapel Hill. He also teaches
extensively at the Virtual University of Monterrey Tech.
 Relevant recognitions include the (2007-2009) best professor award granted three consecutive times
by graduating MBA cohorts at the GlobalMBA program, the teaching fellow award from the
university of Memphis, and a research fellow award and two best paper awards.
 He believes that universities should be learning communities, where professors and students work
together on the refinement and evolution of management and business activities.
 A visiting professor at RRU for the next academic year, Dr.Trevino has its permanent residence in the
city of Monterrey, located in north-eastern Mexico, where he lives with his wife, Rosi, and their three
children. All of them with him in Canada, sharing his enjoyment of living this year in this wonderful
country and society
 (1) http://www.vec.ca/english/10/consulate-monterrey.cfm
2 salvador.trevino@royalroads.ca
 (2) http://www.itesm.mx

3. About me
 I Teach, Consult and
Perform Research in
Marketing and Strategy
 My base University is
Tecnologico de Monterrey
(Monterrey tech)
Me, my children, my www.itesm.mx
morning coffee, and my  Part of a cohort of
country’s real color: Mexican “ Tec” Faculty
fuchsia terminally educated in the
USA in late 80‟s and early
90‟s. Teaching abroad
ever since…
 Currently visiting
professor at RRU for the
academic year of fall
My wife, Rosi (left), and her friend 2010-spring 2011
3
on her fuchsia blouse..
salvador.trevino@royalroads.ca See?

4. A world of BRANDS
ME
YOU
US
THEM

5. A world of PEOPLE
ME
YOU
US
THEM

6. In common VALUE
Attitudinal
Monetary
Social
Utility

7. Course Description
Welcome to ENMN 315 Strategic Marketing!
 centered in strategic business planning and
implementation for
 attainment of a competitive advantage.
 a practical business-toolkit for the strategic
planning and implementation of a product offering,
and markets served.
 everything can be marketed, a product offering
includes physical objects, services, places,
organizations, and ideas.
 marketing insights, connect with customers, build
strong brands, shape, deliver and communicate
the marketing offerings, and manage the
marketing function for an organization.
7 salvador.trevino@royalroads.ca

8. THE MARKETING PLAN
 Your team is to act as a team of marketing
consultants that provide strategic marketing
planning services.
 The „client‟ is the organization that would
potentially offer the product the team has chosen
to investigate.
 The client organization has requested your team
investigate a marketing opportunity, and develop
a marketing plan report for a product offering
(good or service) that would generate revenue.
 The client organization is the teams' choice and
can be a real, existing organization or
entrepreneurial opportunity.
8 salvador.trevino@royalroads.ca
 The product offering to be investigated is the

9. Local Client Projects
 The Rustic Tiffin (Catering)
http://therustictiffin.com
 Saunders Subaru
http://www.saunders.subarudealer.ca/WebPage.asp
x?WebSiteID=166
 Garry Oak Ecosystems Recovery Team
Society
www.goert.ca
9 salvador.trevino@royalroads.ca

10. COURSE DELIVERABLES
You will be graded on the following
assignments and activities:
 Participation (15%)
 Assignment 1 (Team): Marketing Plan Proposal
(Pass/Resubmit)
 Assignment 2 (Team): Macroenvironment
Analysis (5%)
 Assignment 3 (Individual): IKEA invades America
(20%)
 Assignment 4 (Team): Strategic Marketing Plan
Project (15% report and 10% presentation)
10 salvador.trevino@royalroads.ca
 Final Exam (35%)

11. WELCOME!
11 salvador.trevino@royalroads.ca