Transcript Linking Corporate and Relationship Marketing in

MARKETING INNOVATION :
Linking Corporate and Relationship Marketing in AEC Era
(Education Competitiveness and Ethic Concept)
Presented by :
DR. H.K.Prihartono AH.,Drs.,S.Sos.,S.Kom.,MM.
THE PRESIDENT OF AIC INDONESIA
(Academic International Consortium)
THE PRESIDENT OF IHEC INDONESIA
(Higher Education Consortium Partnership)
Director Politeknik Piksi Ganesha Bandung
Brief Definition
The Changing CONTEXT
INDONESIA Position
Education Strategy Plan in
ASEAN and Ethics Concept
Marketing Innovation
Relationship Marketing
Corporate Strategy Plan
1
BRIEF DEFINITION
BRIEF DEFINITION
1. Marketing is The management process through which goods and services move from
concept to the customer. It includes the coordination of four elements called the 4 P's of
marketing :
(1) identification, selection and development of a product,
(2) determination of its price,
(3) selection of a distribution channel to reach the customer's place, and
(4) development and implementation of a promotional strategy.
2. Innovation is The process of translating an idea or invention into a good or service
that creates value or for which customers will pay. To be called an innovation, an idea
must be replicable at an economical cost and must satisfy a specific need.
MARKETING INNOVATION :
Linking Corporate and Relationship Marketing in AEC Era
(Education Competitiveness and Ethic Concept)
MARKETING INNOVATION
What is the marketing of innovation?
The Marketing of innovation particularises the common marketing concepts into the
innovating process focusing in the decreasing of risks, uncertainty and optimisation of
resources.
The innovation marketing develops the marketing philosophy all across the innovating
process from the stabilising of the climate favourable to the arising of the ideas with the
customer wants and needs satisfaction as an unquestionable goal to the control of the results
of the innovation launching.
MARKETING INNOVATION :
Linking Corporate and Relationship Marketing in AEC Era
(Education Competitiveness and Ethic Concept)
BRIEF DEFINITION
3. Corporation is the most common form of business organization, and one which is
chartered by a state and given many legal rights as an entity separate from its owners. This
form of business is characterized by the limited liability of its owners, the issuance of
shares of easily transferable stock, and existence as a going concern. The process of
becoming a corporation, called incorporation, gives the company separate legal standing
from its owners and protects those owners from being personally liable in the event that
the company is sued.
4. Relationship is An association between individuals or companies entered into for
commercial purposes and sometimes formalized with legal contracts or agreements. Many
senior corporate executives maintain a friendly business relationship with an extensive
network of other executives, business people and contractors that they can call upon for
advice or for other business purposes.
MARKETING INNOVATION :
Linking Corporate and Relationship Marketing in AEC Era
(Education Competitiveness and Ethic Concept)
BRIEF DEFINITION
5. Education is The wealth of knowledge acquired by an individual after studying particular
subject matters or experiencing life lessons that provide an understanding of something.
Education requires instruction of some sort from an individual or composed literature.
6. Competitiveness are Ability of a firm or a nation to offer products and services that meet
the quality standards of the local and world markets at prices that are competitive and
provide adequate returns on the resources employed or consumed in producing them.
7. Ethic is The basic concepts and fundamental principles of decent human conduct. It
includes study of universal values such as the essential equality of all men and women,
human or natural rights, obedience to the law of land, concern for health and safety and,
increasingly, also for the natural environment.
MARKETING INNOVATION :
Linking Corporate and Relationship Marketing in AEC Era
(Education Competitiveness and Ethic Concept)
BRIEF DEFINITION
8. Road
Towards
the
ASEAN
ECONOMIC
COMMUNITY
(AEC)
Since it was founded nearly 50 years ago, ASEAN has envolved into one of the world’s
most dynamic regions with accelerated economic performance in recent years. That has
been attributable to ASEAN’s economic co-operation and integration initiatives taking
concrete shape over the past two decades. Apart from the ASEAN Preferential Trade
Agreement signed in 1977, most regional economic integration initiatives have taken
place only since the 1990s. The Agreement highlighted the importance of co-operation in
the areas of trade; industry, minerals and energy; finance and banking; food, agriculture,
and forestry; as well as transport and communications.
MARKETING INNOVATION :
Linking Corporate and Relationship Marketing in AEC Era
(Education Competitiveness and Ethic Concept)
BRIEF DEFINITION
9. Link and Match
Link : (1) any of the series of loops forming a chain, (2.) a section of something resembling
a chain; (3). anything that connects; (Webster’s New World Dictionary). Or Link means a
relationship between two things or situations, especially where one thing affects the other.
Match : (a) any person or thing equal or similar to another;
So Link and match means relationship and compatibility between World Education and the
World of Work in view of graduates as a result of education. "Link" and "match" is in
itself an improvement of the quality that their competence in accordance with the
challenges of globalization.
"Link" and "match" suggests that graduates have the insight or competitive attitude like;
work ethic, motivation, mastery, competitiveness, money beliefs, attitudes to saving.
MARKETING INNOVATION :
Linking Corporate and Relationship Marketing in AEC Era
(Education Competitiveness and Ethic Concept)
2
THE CHANGING CONTEXT
THE CHANGING CONTEXT
• Climate
C
a
u
s
e
•
•
•
•
Change
Shifting of
Demographic
Landscape
Environmental
Degradation
Depleted
Natural
Resources
Innovation
Technology
Impact,
Yet
Another
Cause
• Globalization
• Local
Autonomy
• Democratiza
tion
• Shifting of
Global
Economy
MARKETING INNOVATION :
Linking Corporate and Relationship Marketing in AEC Era
(Education Competitiveness and Ethic Concept)
Regional Economic Blocks
ASEAN ECONOMIC COMMUNITY (AEC)
Consisting of Economies and
inhabited by about 600 Million
people, AEC reached an intraASEAN trading of about USD 600
Bio with average growth about
17,9% per year and external
trade around USD 1.800 Bio
(2002-2012),
MARKETING INNOVATION :
Linking Corporate and Relationship Marketing in AEC Era
(Education Competitiveness and Ethic Concept)
GLOBALIZATION
Globalization has effected to competition for any sectors including in education.
The
condition of higher education in Indonesia is currently facing competition not only local, but also
regional and global competition. There are 4 indicators in global impact on higher education :
1) The opening of branches of universities in other countries/regions/provinces.
2) The cooperation between the universities of the country with universities in other countries
that offer degree programs,
3) Lecture remotely through both print and virtual media over the internet.
4) The comparative study of the quality of higher education that produces college ranking
compared to some other college.
Competition faced by the private universities will be heavier and tighter. Currently in Indonesia
there are about 3,147 colleges with 15,819 courses. There are 15.6% or 491 colleges/higher
education located in West Java.
MARKETING INNOVATION :
Linking Corporate and Relationship Marketing in AEC Era
(Education Competitiveness and Ethic Concept)
AEC ISSUES
The Association of Southeast Asian Nations (ASEAN) has made extraordinary progress since it
was founded in 1967. It has been transformed into an increasingly well-regulated, dynamic and
creative platform for trade and commerce across what many regard as the world’s fastestdeveloping economic region. ASEAN’s Member States
comprise
Brunei
Darussalam,
Cambodia, Thailand, Laos , Malaysia, Myanmar, the Philippines, Singapore, Indonesia, and
Vietnam.
MARKETING INNOVATION :
Linking Corporate
and Relationship
in AEC Era
ASEAN has become more influential, with widening markets
regionally
and Marketing
globally
(Education Competitiveness and Ethic Concept)
AEC
Milestones
The AEC Blueprint has served as a
comprehensive master plan to chart the
region’s
journey
towards
the
formal
End 2015
Formal Establishment
of the AEC
ASEAN Trade in
Goods
Agreement
(ATIGA)
entry into force
establishment of the AEC.
by Leaders in November 2007 at the 13th ASEAN
has served as a comprehensive master plan to chart
the
region’s
journey
establishment of the AEC.
towards
the
formal
2012
2
2010
0
2007
7
Bali Concord
II (ASEAN
Community)
2003
3
1997
7
summit and culminated in the ASEAN Economic
Community (AEC) Blueprint. It is a Blueprint that
2015
5
AEC Blueprint 2025
ASEAN
Comprehensive
Investment
Agreement
(ACIA) entry into
force
2008
8
Nov 2007
AEC
Blueprint
The joint vision for an integrated future was adopted
2200116622002255
ASEAN
Framework
Agreement on
Services (AFAS)
signed
Agreement on
ASEAN
Preferential
Trading
Arrangements
1995
5
ASEAN
Charter Jan
2007
Cebu Declaration
(accelerate
timeline to 2015)
ASEAN Vision 2020
1993
3
1977
7
1967
7
ASEAN Free
Trade Area
(AFTA)
entry into force
MARKETING INNOVATION :
Linking Corporate and Relationship Marketing in AEC Era
(Education Competitiveness and Ethic Concept)
INDONESIA ISSUES
Unemployment in Indonesia
The Asian Financial Crisis that erupted in the late 1990s, however, reversed these
developments temporarily and caused the country's unemployment rate to reach over
20 percent, with underemployment rising equally rapidly.
With more than 250 million people, Indonesia is the fourth most populous
country in the world (after China, India and the United States). Moreover, the
country has a young population as around half of the total population is below the age
of 30 years. Combined, these two features imply that Indonesia currently contains a
large labor force; one that will grow larger in the future.
MARKETING INNOVATION :
Linking Corporate and Relationship Marketing in AEC Era
(Education Competitiveness and Ethic Concept)
INDONESIA ISSUES
2010
2011
2012
2013
2014
Labor Force
116,527,546
119,399,375
120,320,000
120,170,000
121,870,000
- Working
108,207,767
111,281,744
113,010,000
112,760,000
114,630,000
8,319,779
8,117,631
7,310,000
7,410,000
7,240,000
- Unemployed
2006
200 200 200 201 201 201 201 201
7
8
9
0
1
2
3
4
Unemployment
(% of total labor force)
10.3
9.1
8.4
7.9
7.1
6.6
6.1
6.2
Male Unemployment
(% of male labor force)
8.5
8.1
7.6
7.5
6.1
-
-
-
13.4 10.8 9.7
8.5
8.7
-
-
-
Female Unemployment
(% of female labor force)
5.9
Sources: World Bank and Statistics Indonesia
MARKETING INNOVATION :
Linking Corporate and Relationship Marketing in AEC Era
(Education Competitiveness and Ethic Concept)
INDONESIA ISSUES
2006
2007
2008
2009
2010
2011
Male youth
unemployment
(percentage of male
labor force
15-24 years of age)
27.7
23.8
21.8
21.6
21.1
19.3
Female youth
unemployment
(percentage of female
labor force
15-24 years of age)
34.3
27.3
25.5
23.0
22.0
21.0
2011
2012
2013
2014¹
Agriculture
42.5
39.9
39.2
40.8
Wholesale Trade, Retail
Trade,
Restaurants and Hotels
23.2
23.6
24.1
25.8
Community, Social and
Personal Services
17.0
17.4
Manufacturing Industry
13.7
15.6
18.5 and Statistics Indonesia18.5
Sources: World Bank
15.0
15.4
MARKETING INNOVATION :
Linking Corporate and Relationship Marketing in AEC Era
(Education Competitiveness and Ethic Concept)
NAWA CITA
Joko Widodo as The President of Indonesia designed a nine priorities agenda called “NAWA CITA”
for his presidency in 2014 to 2019 to tackle those problems:
1.
To renew the state’s obligation to protect all people and provide security to all citizens
through the free and active foreign policy, national security and the development of reliable
national defense based on integrated national interests and strengthening national identity as a
maritime nation.
2.
To establish government through a clean, effective, democratic, and reliable governance,
by giving priority and efforts to restore public confidence in democratic institutions and
continue the consolidation of democracy through reform of the political party system, electoral
and representative institutions.
3.
To build Indonesia from its periphery; to strengthening the rural areas within the framework
of a unitary state of Indonesia.
4.
To reject a weak state by reforming the system through corruption-free dignified, and
reliable law enforcement.
MARKETING INNOVATION :
Linking Corporate and Relationship Marketing in AEC Era
(Education Competitiveness and Ethic Concept)
NAWA CITA
5.
To improve the quality of Indonesians by improving the quality of education and
training through “Smart Indonesia” program and increasing Indonesia’s social welfare and
health through the “Healthy Indonesia” and “Prosperous Indonesia” programs. To encourage
land reform and land ownership for the people in Indonesia by 2019.
6.
To improve people’s productivity and competitiveness in the international market so
that Indonesian can move forward and stand up with other Asian nations.
7.
To achieve economic independence by moving the strategic sectors to domestic economy.
8.
To revolutionise the nation’s character through a policy of restructuring the national
education curriculum with advanced civic education; to teach the history of the nation, the
values ​of patriotism and to love the country, as well as to build the passion and character to
defend the state through national education.
9.
To strengthen diversity and social restoration of Indonesia by highlighting the policy of
education for diversity and creating spaces of dialogue among citizens.
MARKETING INNOVATION :
Linking Corporate and Relationship Marketing in AEC Era
(Education Competitiveness and Ethic Concept)
3
INDONESIAN POSITION
Indonesian Performance in
Human Development Index
HUMAN DEVELOPMENT INDEX
0.6/108
GENDER DEVELOPMENT INDEX
0.726/Rank 93 (2007)
GENDER EMPOWERMENT
MEASUREMENT (VALUE)
0.408/ Rank 96 (2009)
GENDER INEQUALITY INDEX
0.680/Rank 100 (2008)
TOTAL POPULATION
237.55 (2010); F: 49.7% (2010)
LABOR
INDICATORS
ADULT
LITERACY
(2010)
TOTAL NO. (MILLION)
107.41 (2010) ; F: 38.5% (2010)
UNEMPLOYMENT RATE
7.87% (2009) ; F: 8.47% (2009)
TOTAL
92.58% (2009); M: 95.65% (2009) ;
F: 89.68% (2009)
MARKETING INNOVATION :
Linking Corporate and Relationship Marketing in AEC Era
(Education Competitiveness and Ethic Concept)
Workforce Distribution
In Million People
IN BUSINESS ENTITIES
Source : BPS
Business
Entities
AEC
2008
2009
2010
2011
2012
2013
Average
102.550.000 104.870.000 108.210.000 108.170.000 113.010.000 112.760.000 2.042.000
MARKETING INNOVATION :
Linking Corporate and Relationship Marketing in AEC Era
(Education Competitiveness and Ethic Concept)
4
EDUCATION PLAN IN ASEAN AND
ETHICS CONCEPT
Education Strategy Plan
Indonesia’s Higher Educational Strategy in Preparation to ASEAN
Community in 2015
According to the long-term framework for higher education Indonesia’s educational
strategies to prepare to enter the ASEAN countries can be classified into the
following 2 strategies :
Strategy 1 To increase the quality of graduates with international standards
Strategy
1. To develop English language usage competency in Indonesian students until they
can use English in working.
2. To develop cross-cultural professional and working competency
MARKETING INNOVATION :
Linking Corporate and Relationship Marketing in AEC Era
(Education Competitiveness and Ethic Concept)
Education Strategy Plan
Possibility of Implementation
1. To promote the effective English teaching and assessment from basic education to higher
education.
2. To promote the production and development of English teachers including the languages
of the member countries both in basic education, vocational, and higher education.
3. To promote the teaching of language and knowledge of ASEAN and ASEAN from basic
education to higher education, including ASEAN research in higher education institutions and
the development of learning and teaching Asian studies using information technology.
4. To promote the student exchange by supporting the credit transfer between Indonesia and
ASEAN higher education institutions.
5. To promote the activities to provide the opportunity to the students to the international level,
particularly ASEAN, including activities to build up awareness of ASEAN citizenship.
MARKETING INNOVATION :
Linking Corporate and Relationship Marketing in AEC Era
(Education Competitiveness and Ethic Concept)
Education Strategy Plan
Strategy 2
To develop the strengthening to higher educational institution for the
development of the ASEAN Community
Strategy
1. To develop the international competency to teachers.
2. To promote the creation of knowledge and innovation concerning ASEAN in
higher education institutions.
3. To develop the curriculum development and teaching in international quality
standard.
4. To develop the infrastructure development in international quality standard.
5. To develop academic and research excellence.
6. To develop higher education system of ASEAN.
MARKETING INNOVATION :
Linking Corporate and Relationship Marketing in AEC Era
(Education Competitiveness and Ethic Concept)
ETHICS CONCEPT
ETHICS CONCEPT
The three important marketing activities to do the efforts are external marketing, interactive
marketing, and internal marketing. The concept shows a linkage group that work
together to develop, promote and deliver services that are referred to as key actors.
MARKETING INNOVATION :
Linking Corporate and Relationship Marketing in AEC Era
(Education Competitiveness and Ethic Concept)
ETHICS PARADIGM
MARKETING INNOVATION :
Linking Corporate and Relationship Marketing in AEC Era
(Education Competitiveness and Ethic Concept)
ENTREPRENEURIAL SKILLS
Skill
Research &
Analysis
Communication
Why needed
Opportunities to develop
At undergraduate and postgraduate levels
Primarily required to help you find information
there are multiple opportunities, though
on your target market, customers, competitors and course work, projects, dissertations and
suppliers and make sense of it. Also useful for research assistantships to develop research
identifying sources of financing, advice and
and analysis skills.
expertise that you will need at the various life
Through part-time and vacation jobs,
cycle stages of your enterprise or organisation.
internships and volunteering these can be
further developed in an applied way.
We are talking here about the higher level
Public speaking, e.g. debating and course or
communication skills, verbal and written, of being work-based presentations. Taking part in
able to inform succinctly, inspire, sell ideas and/or formal meetings, e.g. staff-student liaison
products and services, and persuade a wide range forums, student society committees or in
of audiences.
work situations.
Whether working as an entrepreneur or
Identifying new ways to make money for a
intrapreneur it is not sufficient just to have lots of
Idea generation &
student society or charity.
ideas you also need to be able to evaluate these,
creative thinking
Developing a proposal for a more efficient
clarify the needs they each meet, estimate what
way of working during an internship or
would be required in terms of time, resources and
other work experience.
skills to realise them, and to analyse whether this
would generate sufficient value in return for the
expenditure of time and resources required.
MARKETING INNOVATION :
Linking Corporate and Relationship Marketing in AEC Era
(Education Competitiveness and Ethic Concept)
ENTREPRENEURIAL SKILLS
Skill
Why needed
Networking
Needed to build awareness for your product
or service but also to develop relationships
with people who have knowledge, expertise
or connections that you need to win
agreement and/or to get things done.
Financial
literacy
Commercial
awareness
Opportunities to develop
Actively participating in recruitment fairs, employer
presentations and open days, student societies’ events
by introducing yourself, making a positive impact and
making connections.
Practicing your skills and building your contact list
while doing part-time and vacation jobs, internships
and volunteering, or organising departmental or
student society events.
Whether you plan to be a sole-trader, set-up a
not for profit organisation or a commercial Learn by doing, e.g. manage your own finances, with
enterprise you will need to a basic
a budget and monthly review of expenditure and
understanding of forecasting, budgeting,
income or, take on the role of Treasurer in a student
balance sheets, cash flows and Profit & Loss
society.
statements.
While financiers or funders may require a
business plan a formal business plan may not
be an essential requirement, especially at the
early stages of your organisation or
business’s life cycle.
Through part-time and vacation jobs, internships and
volunteering. Being proactive in learning how the
business, charity or organisation works and the
environment in which it has to operate. Thinking
about how things might be done differently and
opportunities that are not being exploited.
MARKETING INNOVATION :
Linking Corporate and Relationship Marketing in AEC Era
(Education Competitiveness and Ethic Concept)
5
MARKETING INNOVATION
MARKETING INNOVATION
The reasons of this rapid pace of launching new products are:
1. Technology advances: The world’s base of technology and
know-how increases at an exponential rate, making possible
solutions and products not even dreamed of a decade or so ago.
This phenomenon is being increased by the actual growth of
quantity of information.
MARKETING INNOVATION :
Linking Corporate and Relationship Marketing in AEC Era
(Education Competitiveness and Ethic Concept)
MARKETING INNOVATION
The reasons of this rapid pace of launching new products are:
2. Changing customer needs: Market needs and wants, and
preferences are changing regularly. Customers have come to
expect new product with significant improvements. The
company that seemed omnipotent only a few years ago suddenly
falls from favour with the consumer.
MARKETING INNOVATION :
Linking Corporate and Relationship Marketing in AEC Era
(Education Competitiveness and Ethic Concept)
MARKETING INNOVATION
The reasons of this rapid pace of launching new products are:
3. Profesionalisation of consumers: We must take into account the
professionalisation of the consumers: they have more and more
information and they are increasing their exigencies on products
and services.
MARKETING INNOVATION :
Linking Corporate and Relationship Marketing in AEC Era
(Education Competitiveness and Ethic Concept)
MARKETING INNOVATION
The reasons of this rapid pace of launching new products are:
4. Shortening product life cycles: Is the result of the increasing
pace of technological change coupled with changing market
demands. Our new product no longer has a life of 5 to 10 years,
but within a few years, sometimes even months, it is supersede
by a competitive entry, rendering ours obsolete, and necessitating
a new product launch by us.
MARKETING INNOVATION :
Linking Corporate and Relationship Marketing in AEC Era
(Education Competitiveness and Ethic Concept)
MARKETING INNOVATION
The reasons of this rapid pace of launching new products are:
5. Increased world competition: We now have access to foreign
markets like never before, but at the same time, our domestic
market has become someone else’s international one. This
globalisation of markets has created significance opportunities
for the product innovator: the world product targeted at global
markets. It has also intensified competition in every domestic
market.
Both factors have speed up the pace of product
innovation.
MARKETING INNOVATION :
Linking Corporate and Relationship Marketing in AEC Era
(Education Competitiveness and Ethic Concept)
MARKETING INNOVATION
Fifteen Key Lessons for New Product Success :
1. The number one success factor is a unique superior product: a differentiated product that
delivers unique benefit and superior value to the customer.
2. A strong market orientation-a market-driven and customer-focused new product process-is
critical success.
3. Look to the world product: An international orientation in product design, development, and
target marketing provides the edge in product innovation.
4. More predevelopment work (the homework) must be done before product development gets
under way.
5. Sharp and early product definition is one of the key differences between winning and losing at
new products.
6. A well conceived, properly executed launch is central to new product success. And a solid
marketing plan is at the heart of the launch.
7. The right organisational structure, design, and climate are key factors in success.
MARKETING INNOVATION :
Linking Corporate and Relationship Marketing in AEC Era
(Education Competitiveness and Ethic Concept)
MARKETING INNOVATION
Fifteen Key Lessons for New Product Success :
8. Top management support doesn't guarantee success, but it sure helps. But many senior
managers get it wrong.
9. Synergy is vital to success; "step-out" projects tend to fail.
10. Products aimed at attractive markets do better; market attractiveness is a key project-selection
criterion.
11. New product success is predictable and the profile of a winner can be used to make sharper
project-selection decisions to yield better focus.
12. New product success is controllable: More emphasis is needed on completeness, consistency, and
quality of execution.
13. The resources must be in place.
14. Companies that follow a multistage disciplined new product game plan fare much better.
15. Speed is everything! But not at the expense of quality of execution.
MARKETING INNOVATION :
Linking Corporate and Relationship Marketing in AEC Era
(Education Competitiveness and Ethic Concept)
6
RELATIONSHIP MARKETING
RELATIONSHIP MARKETING
RELATIONSHIP MARKETING
The fundamental principles of relationship marketing:
MAXIMISING THE CUSTOMER LIFETIME VALUE IS A FUNDAMENTAL
GOAL and PRINCIPLE OF RELATIONSHIP MARKETING;
Definition of Customer Life Time Value (LTV): The future flow of revenues/or
net profit expected of every customer for defined time period.
MARKETING INNOVATION :
Linking Corporate and Relationship Marketing in AEC Era
(Education Competitiveness and Ethic Concept)
RELATIONSHIP MARKETING
Another approach for calculating the LTV:
According to another concept for the essence of LTV the calculation of the LTV
must include:
(+) The volume of all customer expenses for buying company products during
customer’s live time cycle (S1);
(+) Company revenue from attracted new customers through this customer (S2);
(-) company expenses for the product production for this customer (Epp);
(-) marketing expenses for attracting this customer and for retaining him (Emrk);
(-)company expenses for the discounts offered to this customer (Edisc);
LTV = S1 + S2 – Epp – Emrk – Edisc
MARKETING INNOVATION :
Linking Corporate and Relationship Marketing in AEC Era
(Education Competitiveness and Ethic Concept)
RELATIONSHIP MARKETING
MARKETING INNOVATION :
Linking Corporate and Relationship Marketing in AEC Era
(Education Competitiveness and Ethic Concept)
7
CORPORATE MARKETING
CORPORATE MARKETING
Corporate marketing is the means by which a corporation or
organization attracts potential customers. A corporate marketing
team is responsible for determining how to reach the company’s
desired customers, and determining what kinds of advertising and
messaging tactics will appeal to them.
MARKETING INNOVATION :
Linking Corporate and Relationship Marketing in AEC Era
(Education Competitiveness and Ethic Concept)
CORPORATE MARKETING
Corporation
Corporate Mission
Marketing
Plan
Operational
Plan
•
•
•
•
•
•
•
•
•
•
Goals
Objectives
Strategies
Tasks
Budgets
Goals
Objectives
Strategies
Tasks
Budgets
Personnel
Plan
•
•
•
•
•
Goals
Objectives
Strategies
Tasks
Budgets
Finance
Plan
•
•
•
•
•
Goals
Objectives
Strategies
Tasks
Budgets
Competitive Environment
The Strategic Planning Process
MARKETING INNOVATION :
Linking Corporate and Relationship Marketing in AEC Era
(Education
Competitiveness
Ethic
Concept)
Source: Steven G. Hillestad and Eric N. Berkowitz, Health Care Marketing Plans: From
Strategy
to Action, and
1991:
Jones
and
CONCLUSION
CONCLUSION
Moving Beyond 2016
1. Globalization is a necessity in a global society, the business becomes indefinitely.
2. AEC in this year is a key milestone in the ASEAN integration agenda.
Economically, ASEAN as a region has achieved significant progress and prosperity.
3. The Main of NAWACITA are Health, education, poverty alleviation, infrastructure
development, maritime shaft construction, the construction of energy security,
development of food security, reform of the bureaucracy
4. Linking Business is very important both corporate and relationship marketing to
be business competitiveness.
5. In all business, ethics is a important issue to become business blessing to God.
6. With Business Blessing, we do simultaneously two sides both real world and the
afterlife
MARKETING INNOVATION :
Linking Corporate and Relationship Marketing in AEC Era
(Education Competitiveness and Ethic Concept)
THANK YOU
TERIMA KASIH