One of my major tasks has been to lay the groundwork for the seminar and devise the
reading list. My role is primarily as a discussion moderator, commentator, facilitator, and
evaluator. Every so often, I may share some personal views, but I do not intend to lecture or
tell you what marketing strategy is about. This is intended to leave you with enough room to
discover what a given topic means to you through an interactive process of linking your prior
knowledge and beliefs to a set of scholarly ideas, as expressed in the readings, within a
collective context.