marketing strategy l1-2014 (2) blackboard

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18/04/23 1

Dr Chrysostomos Apostolidis c.apostolidis@northumbria.ac.uk

Marketing Strategy

Lecture 1

Introducing the Module/Strategic Marketing Planning

Objectives•To explain the teaching and assessment structure;•To identify the available study resources;To explore:•Marketing as a process of value creation and not just a department.•A framework for developing a marketing strategy.Reading: Hooley et.al (2012) Chapters 1 & 2

Copyright © 2012 Pearson Education 1-2

Module team

Dr Chrysostomos ApostolidisEmail: c.apostolidis@northumbria.ac.ukRoom 340Tel: 0191 227 3484

Dr Chen RenEmail: Chen.ren@northumbria.ac.ukRoom 415

Module Structure

UK: 10 lectures /4 seminars;Singapore: slightly different.

10 credit module.

Module Objectives

To provide a broad understanding of…•Marketing’s many varied functions;•Its huge importance within business;

•Its societal potential•Concepts, theories and techniques of marketing

strategy•The theoretical foundations on which you can build

for academic and commercial success.

Assessment Structure

Group Assessment of Posters and Presentations (25% of module marks).-Case Study 1: Apple (practice/ not marked)-Case Study 2. Zanzibar (assessed)

Marketing strategy report (75% of marks).

Module Coursebook

Hooley et al. (2012). Marketing Strategy and Competitive Positioning . (5th ed.), Prentice Hall.

Resources‘Blackboard’ e-Learning Portal:

Teaching & Learning Plan;Lecture slides;Seminar slides;

Required seminar preparation tasks;

Directed study material;

University Library:Books and journals;

Staff;Training courses.

NORA.

Library Online Marketing Resources

Skills Plus

NORA

Housekeeping

•Attendance & Punctuality;– Electronic monitors;

•Preparation•Team work

Group formationCHEUNG, MAN YEE 14034461DANG, LY TUONG VY 13030849DUONG, THI THANH TRUC 13031412KAEWSOMBUT, SUDARAT 14037232Ketwattha, Wikaada 14031819KUI, Yiwen 14027946Li, Ning (Michelle) 14011383LI, XIAOXI 14035093LI, XIAOYAN 12025104LOH, GUO JIET 13027756NGUYEN, THU THAI THUY 13033007PATEL, SUMEET 14042846PHAN, VU 13035453PONGWICHAI, NALIN 14022450PREECHAVITH, CHAYANEE 14037621QU, XUEYI 14030523REN, XI 14036673SUNGUR, DIDEM 14043264WANG, XUEQIAO 14036920

Avoiding the ‘Hangover effect’

•Participation;•Collegiality;•Self-sufficiency.

Marketing &Marketing Strategy

Defining Marketing

• Many definitions.• Chartered Institute of Marketing's Definition

of Marketing:"Marketing is the management process

responsible for identifying, anticipating and satisfying customer requirements profitably"

What is Marketing?“A corporate state of mind that exists on the integration and co-ordination of all the marketing functions which, in turn, are melded with all other corporate functions, for the basic objective of producing long-range profits” (Felton, 1959)

“The marketing concept holds that achieving organisational goals depends on determining the needs and wants of target markets and delivering the desired satisfactions more effectively and efficiently than competitors do” (Kotler et al., 1996)

“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, 2008).

The 6 principals of Marketing 3.0

• Principle 1 : focus on the customer• Principle 2: only compete in markets where you can

establish a competitive advantage• Principle 3: customers do not buy products• Principle 4: marketing is too important to leave to

the marketing department• Principle 5: markets are heterogeneous• Principle 6: markets and customers are constantly

changing

‘Marketing strategy’ Encompasses…

Sales Promotions

P.R. C.R.M.

Lobbying C.S.R.

Word of Mouth

Managing Distribution

Training & Recruitment

Badge Engineering

Branding & Positioning

Pricing

Advertising

N.P.D.

Personal

Selling

Web Design

Ethics

Events & Hospitality Management

Market / Marketing Research

Sponsorship & Endorsements

Digital Marketing

Product Placement

Merchandising

Strategy Networking

Internal Communications

Strategic Planning-Building a strong story

1. What is the business doing now?2. Where can by business be in the future?3. How can we get there? What should the

business be doing?4. How can I implement my strategy and evaluate

its progress?• Strategy is ‘doing the right things’

(effectiveness) rather than ‘doing what you do well’ (efficiency).

Strategic Fit – What story should I tell?

Deciding the marketing mission

Organisational resources

The Marketing Strategy Process

Summary:

•Marketing as a process of value creation and not just a department.•A framework for developing a marketing strategy.Reading: Hooley et.al (2012) Chapters 1 & 2Next week:Market Environment & Competitor AnalysisReading: Hooley et.al (2012) Chapters 3 & 5

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