TRAIN FOR FUTURETRAIN FOR FUTUREMALTA, 21-24 April 2008MALTA, 21-24 April 2008

MODULE:MODULE:PROMOTION AND MARKETING PROMOTION AND MARKETING

Assoc.prof. Todorka Kostadinova, Ph.D.

dora_kostadinova@yahoo.com

Goals and Methods

EURAXESS TrainingEURAXESS TrainingModul: Promotion and MarketingModul: Promotion and Marketing

Main goals of the module: 1. To improve our knowledge in the field of promotion and

marketing

2. To promote the new image, logo and policy of Euraxess

3. To empower the people from the Euraxess network with contemporary marketing tools for achieving higher quality

and efficiency in their activities.

Methods, tools and results

EURAXESS TrainingEURAXESS TrainingModul: Promotion and MarketingModul: Promotion and Marketing

Expected results at the end of the module:1. Better understanding and preparation for promoting the

Euraxess network, as well as for improving the image of the network

2. Acquired knew knowledge and ability to use 5 new marketing tools

3. Developed 2 marketing products:

- a “Marketing Plan” for the centers where the participants work

- an “Integrated Marketing Communication Strategy” 4. Improved skills for team working.5. Achieved higher level of self-confidence and satisfaction.

Content of the presentation

EURAXESS TrainingEURAXESS TrainingModul: Promotion and MarketingModul: Promotion and Marketing

Main methods:Marketing managementTransformational marketingInteractive lecturingCoachingTraining for adults

Our leading principles:

“From Talk – to Action”“Enjoy what are you doing and you do it well”

Content of the presentation

EUREAXESS TrainingEUREAXESS TrainingModul: Promotion and MarketingModul: Promotion and Marketing

Tools:1. Marketing Plan2. “Getting on the balcony”3. “Sun game” – Segmentation4. Marketing – Mix tool5. CRM – Customer Relationship Marketing

Expected products

EUREAXESS TrainingEUREAXESS TrainingModul: Promotion and MarketingModul: Promotion and Marketing

Products:

1. “Marketing Plan” for the centers where the participants work

2. “Integrated Marketing Communication Strategy”

Content and rules

EURAXESS TrainingEURAXESS TrainingModul: Promotion and MarketingModul: Promotion and Marketing

Presentation Short discussion about schedule of the day Rules and consensus

Definitions and basic terms in promotion and marketing Main differences between trade marketing and social

marketing Marketing strategies and opportunities for the research

Centers and Euraxess network Marketing Plan as a main tool

EURAXESSEURAXESS TRAINING TRAINING

MALTA, 21-24 April 2008MALTA, 21-24 April 2008

Main topics

• Clients and stakeholders/interested groups – matrix and positioning (Blair and Fottler Matrix)• How to communicate with clients and partners• How to measure performance• Communication strategies: Moving from the “information society" of 20- century to the new “knowledge society" of 21-st century•Tools and approaches within EURAXESS network

EURAXESSEURAXESS TRAINING TRAININGMALTA, 21-24 April 2008MALTA, 21-24 April 2008

1-st day agenda

Results and discussion

Collective conclusions

Lessons learned

“Brain Container”

Evaluation of the day

EURAXESSEURAXESS TRAINING TRAININGMALTA, 21-24 April 2008MALTA, 21-24 April 2008

1-st day agenda

More than 3000 definitions Macro marketing, Meso marketing, Micro marketing Political marketing Social Marketing Trade marketing “The core marketing concept includes optimization of

exchange relationships with the markets where the focus is on the customer (different customers and clients for different markets) and the the desired result is their satisfaction”.

“Pro” and “Con”

Marketing is not only advertising and is not the equivalent of PR

Marketing includes a broad field of activities connected with planning, facilitating and conduction of voluntаry exchange of products, ideas, services and information.

EURAXESSEURAXESS TRAINING TRAININGMALTA, 21-24 April 2008MALTA, 21-24 April 2008

1-st day agenda

Marketing includes also decisions:

- What kind of products to offer (product policy)

- To Whom and How to offer the services (markets, choice and

positioning)

- How to assure access to the services and information about them

Marketing – Management approach

Marketing Management

Market Organization

EURAXESSEURAXESS TRAINING TRAININGMALTA, 21-24 April 2008MALTA, 21-24 April 2008

1-st day agenda

Marketing strategies:

- Product strategy - Production strategy - Trade strategy - Marketing strategy - Social marketing strategy – to promote new

behavior, to sale attitude,

Communication mix

2. Price

3. Distribution

4. Promotion(Image making)

1. Product

Communication program

Main elements:

– Developing a message – what kind of message and how to provide it ,

– Choosing the channels and tools – where, how and from whom to be send, to which target groups.

Marketing communication system( Kotler, Armstrong, 2006)

Organization

• Advertising

•Special promotions

• Public relationsMediators Customers

Communication “face

to face”

Advertising

Special promotions

Public relations•

Target groups

and society

Direct communication

– Personal meetings, – Presentations, – Working meetings and

workshops, – Seminars, – Courses, – Telephone calls, – Internet contacts.

Advertising

Personal and non personal (with sponsors).

Working with media:– News papers– Direct post– Radio– TV– External advertising– Internet

Marketing plan

Where are we now

Marketing environment

Step 1

Focus of the plan

Defining goals

Environment analysis

SWOT analysis

Where we want to go?

Markets,

goals and tasks

Step 2 Choice of selected groups

Step 3 Setting of goals and tasks

Step 4 Market analysis and competitors analysis

How we go there?

Marketing strategies

Step 5

Product – definition of the market offer

Price – focus on the cost

Access (Distribution)

Promotion – developing messages and choosing of communication channels

How we stay there?

Management of marketing

programs

Step 6 Development of plan for evaluation and monitoring

Step 7 Defining the budget and finding of sources (financing)

Step 8 Development of the action plan

Stakeholders/Interested Groups MatrixBlair and Fottler Matrix)

high Supportive groups Mixed

Potential for

collaboration

Neutral Non - supportive

low low high

Potential for Threats

CommunicationCommunication

ConsensusConsensus