Transcript Chartered Institute of Marketing

BA (Hons) Business, Management
& Communications
Managing Marketing
Activities
Week 1
Normally will be 10am – 12noon
What is your favourite
shopping experience ?
• https://www.youtube.com/watch?v=cern
tvG_3N0
• https://www.youtube.com/watch?v=iAm
6pa9hPKA
• http://news.sky.com/story/1397427/onlin
e-shoppers-to-break-xmas-day-records
• https://www.youtube.com/watch?v=5w7
FjW3QeiQ
Objectives of the course
• Understand the integrated and holistic nature of
delivering customer satisfaction through a range
of marketing activities
• Bring together leading theory and best practice to
provide you with the opportunity to explore
marketing via a live practical project
• Develop your career & use these skills at work
• Pass the assessments and complete your BA
Recommended Reading
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Brassington, F. and Pettitt, S. (2006) Principles of Marketing. 4th ed. Harlow: Financial Times Prentice
Hall
Dibb, S., Simkin, L., Pride, W. M. and Ferrell, O. C. (2006) Marketing: Concepts and Strategies. 5th ed.
Boston: Houghton Mifflin
Burk Wood, M. (2007) Essential Guide to Marketing Planning. Harlow: Financial Times Prentice Hall
Dibb, S., Simkin,L. (2008) Marketing Planning A Workbook for Marketing Managers. London Cengage
Learning
Groucutt, J., Leadley, P. and Forsyth, P. (2004) Marketing: Essential Principles, New Realities. London:
Kogan Page
Lehmann, D. and Winer, R. (2008) Analysis for Marketing Planning. (7th ed.) McGraw Hill Education
Useful Journal Publications:
European Journal of Marketing
Journal of Consumer Marketing
Marketing Intelligence and Planning
Journal of Marketing Management
Journal of Marketing
Students should also read trade journals, such as Marketing and Marketing Week.
Task 1 - Assessment by a
piece of written coursework
Prepare a report in response to a ‘client’
brief.
This ‘live’ project can be undertaken as a
group activity – or on your own. The
assignment must however be an
individual piece of written coursework
(2,500 words +/- 10%)
Hand-in date – Monday 4th May
Task 2 - Assessment by
2 Hour Exam
• One compulsory question related to your live
project (50% of available marks)
• One optional question, from a choice of four
general questions (50% of available marks)
Exam date:
Monday 11th May – 10am - 12 noon
Marketing is …
• …the management process of identifying, anticipating and
satisfying customers’ requirements profitably” – CIM
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… the art and science of choosing target markets and
getting, keeping and growing customers through creating,
delivering and communicating superior customer values” –
The American Marketing Association
• … the whole business seen from the customer’s point of
view” – Peter Drucker
• … the task of seeking to provide customers with superior
value” – Professor Peter Doyle
The evolution of the marketing
concept / orientation
The philosophy of the 5
paradigms [Brassington & Pettit,
Part 1, pp12-23]
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Production orientation
Product orientation
Sales orientation
Market orientation
Societal/Ethical orientation
Production orientation
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Mass production
Cheap goods
Little competition
High sales, limited
range of goods
• 19th Century factories
• Free market economy
• Lasted to mid 1950’s
Product orientation
• Increased competition
• Products designed with
a large number of
features to attract large
number of consumers
• Packaging designed to
protect the product
• Increased costs
• High prices deterred
customers
Sales orientation
• People will only buy if
subjected to highpressure sales pitch
• Sales team were top
dogs in every firm
• Sales era ran from mid
1950’s to 1970’s
• Advent of advertising
Market Orientation
• Strategic decisions
driven by market trends
• Extensive use of
marketing research
• Emphasise product
benefits not features
• High class customer
service adds value
• Their needs + wants at
the heart of all we do
Can you name one of each of
these types of brands …
Societal and Ethical Marketing
• Corporate Social Responsibility has become
more of a concern to large organisations in
particular during the past 10 years. Why is
this? Why should organisations look beyond
their customer needs and their profits? Isn’t
fixing society’s problems the responsibility of
governments and communities?
• Please spend 15 minutes (in pairs) preparing
a short argument in favour of CSR
Societal and Ethical Marketing
Pick your favourite TV advert from Xmas
2014
http://www.tvadmusic.co.uk/2014/12/best-ofchristmas-2014/
Are there any ethical marketing messages
contained in these advertisements?
Four key “roles” of marketing
• Sales support
• reactive, responding to enquiries and reporting to
S&M Manager
• Marketing communications
• proactive, promoting the organisation and its
products – internal and external communications
• Operational marketing
• brand management, new product developm’t,
marketing research
• Strategic marketing
• help with business strategy, co-ordinate specialist
departments
Summary
• Today we have introduced ourselves to the MMA
module and discussed the Principles of Marketing
• We are aware that marketing has an important
strategic role to play in an increasingly
competitive business environment
• Technology and Social pressures are resulting in
changes in the way we communicate with
customers, to discover and meet their needs
Homework
Read the Module Handbook and familiarise
yourself with the client brief (both on Moodle)