Transcript Marketing
MARKETING MANAGEMENT Session 1 Course Facilitator Kashif Mahmood WHY BCS/BSIT/BSSE My Expectations Contact Details +92-321-7707702 [email protected] www.facebook.com/wisdom.pk [email protected] @ kashigee2005 What we are going to do today? Introduction to the module Introduction to Marketing Introduction to the Module Key Aims Key Learning Outcomes Understand the fundamentals and core concepts of business marketing. To understand the major elements of marketing process, including the influence of external environment. Understanding the difference between theory and practice of marketing activities. Understand the concept of marketing mix and its application in traditional and novel environments characterized by emerging information and communication technologies Understand the difference of application of marketing Create a blend of customer driven marketing strategies tools while working in local and global markets. including new product development, customized pricing, and integrated marketing communication and distribution management system in order to create and implement a cohesive solution with holistic perspective. Understand, develop and execute a marketing plan. Understand the use of marketing activities for improved business performance and firm’s profitability Comprehend and apply the concept of business portfolio analysis through GE Matrix, BCG Matrix, Ansoff Model, Porter Five Forces Model and Value Chain Model. Teaching learning methodologies Teaching cum training sessions (action learning) Presentations Assignments Reflective logs Meeting the Marketing Managers Field trips Assessments Assessments Evaluation Criteria MIDTERM Case Study Writing 20% FINAL TERM Marketing Plan 70% Presentation 10% Do’s and Don’ts Do’s When giving feedback use affirmative and not negatives Don’ts Critique but do not criticize Thank everyone at the end of the day be afraid to try something new Have absolute fun underestimate your self Say when you do not understand Allow time for people to speak out and express themselves Responsible attitude Class attendance 100% prepare learning logs MARKETING? Guess the Brand Nestle Mazda McDonals Shell Adidas Walls Audi Nike Kodak Mercedes-Benz What is Marketing? Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. What is Marketing Management? Marketing management is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value. Class Task 01 What is Marketing? Why Marketing? • Importance of Marketing • Scope of Marketing What is Marketed? Goods Places and properties Services Organizations Events and experiences Information Persons Ideas Google Re-Union Core Concepts Needs, wants, and demands Marketing channels Target markets, segmentation, positioning Supply chain Competition Offerings and brands Marketing environment Value and satisfaction Marketing planning Key Customer Markets Consumer markets Business markets Global markets Nonprofit/Government markets Marketing Management Philosophies Production Era The Evolution of Marketing Product Era Sales Era Marketing Era Relationship Marketing Era Green Marketing Era Societal Marketing Era Holistic Marketing Era Class Task 02 Understanding Marketing Orientations Societal Marketing Marketing Mix and the Customer Four Ps Product Price Place Promotion Four Cs Customer solution Customer cost Convenience Communication Class Task 03 Rethinking the 4P’s Functions of CMOs Strengthening the brands Measuring marketing effectiveness Driving new product development based on customer needs Gathering meaningful customer insights Utilizing new marketing technology Figure 1.3 Improving CMO Success (cont.) Make the mission and responsibilities clear Fit the role to the marketing culture and structure Ensure the CMO is compatible with the CEO Remember that show people don’t succeed Match the personality with the CMO type Make line managers marketing heroes Infiltrate the line organization Require right-brain and left-brain skills New Consumer Capabilities A substantial increase in buying power A greater variety of available goods and services A great amount of information about practically anything Greater ease in interacting and placing and receiving orders An ability to compare notes on products and services An amplified voice to influence public opinion Marketing Management Tasks Develop market strategies and plans Capture marketing insights Connect with customers Build strong brands Shape market offerings Deliver value Communicate value Create long-term growth