marketing strategy l1-2014 (2) blackboard
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Marketing Strategy L1-2014 (2) BlackboardTRANSCRIPT
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18/04/23 1
Dr Chrysostomos Apostolidis [email protected]
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: [email protected] 340Tel: 0191 227 3484
Dr Chen RenEmail: [email protected] 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
Copyright © 2012 Pearson Education 1-28