managing markerting processes - seminar 1
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Seminar 1
Managing Marketing Processes---Introduction – Understanding Marketing Management
Robin Teigland Master of General ManagementStockholm School of Economics
October 6, 2014
Who am I? (LinkedIn Inmaps)
SSE
Exec Ed
Swedish IndustryResearch
Wharton
Stanford
McKinsey
vonorange.com
Seminar 1 Overview
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Intended Learning Outcomes
Course Description Multi-method
Lectures, Presentations, and External Guests Individual Assignments (55%)
Readings and questions for external guests (P/F) Individual class participation (10%) Final exam (45%) – Open book and note exam
Group Assignments (45%) Seminar hand-ins (P/F) Marketing plan presentations and report (45%)
Active learning and shared responsibility Open dialogue and discussion in and outside of class Information sharing and appropriate use of internet
inside/outside class Slideshare, twitter, etc. www.plagiarism.org
Active groupwork – pull your weight Advise me of challenging situations
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Course Description - Changes Use updated course description – October 6 Class times
Note October 16, 14:15 to 17:00 Questions for lecturers
Piratepad and not google docs Submissions
Make sure you upload under the correct assignment.
Marketing plan submissions and feedback Courseweb and not SSEBox
Presentations PDFs are ok
Submissions for Seminars 4, 6, 7 to be uploaded Still working with the guest lecturers on these
Integration Microeconomics and Marketing Module
November 3, 14:15-16:00 Live Case for all four courses
November 10-146
Marketing Plan Group Assignment Assume role of “marketing manager” and
select company within specified industry Develop marketing plan for product/service
not currently offered by your company to be launched on Swedish market Completely new-to-the-world or new to your
company Write comprehensive marketing plan profiling
competitive strategy to bring that product/service to Swedish market
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?Marketing Plan Teams
• Send me by email (robin.teigland@hhs.se) your first and second choices of the industry, company, offering combination by October 7, 17:00.
• I will assign teams on a “first come, first served basis”.
Suggestions for marketing plan Check out crowdfunding platforms, Fundedbyme,
Kickstarter, Indiegogo, Crowdcube Loan product by Fundedbyme.com, contact Michal
Gromek, email michal@fundedbyme.com Innovative Parking Experience with Crown Nordic
Management and two Executive MBA students (see pdf on Courseweb)
New Uber offering, contact CEO Robin Reznik, email robin@uber.com
Smartups and the sharing economy: www.slideshare.net/DemosHelsinki/smartups-sharing-economy-as-the-first-splash-of-the-next-wave-of-startups
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What is a marketing course about?
11http://gizmodo.com/dhl-pranked-ups-into-advertising-for-them-1526964505
The Marketing Mix
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
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Figure 1.1 A Simple Marketing System
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
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Company Orientations
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
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Production
Product
Selling
Marketing
Evolution of Marketing Concepts
15https://www.inkling.com/read/marketing-3-philip-kotler-1st/chapter-2/figure-2-1
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There will always be need for some selling.
But the aim of marketing is to make selling
superfluous. The aim of marketing is to know and
understand the customer so well that the product
or service fits him and sells itself. Ideally,
marketing should result in a customer who is ready
to buy. All that should be needed is to make the
product or service available.Peter Drucker
Selling is not the most important part
Marketing is about engagement
https://www.youtube.com/watch?v=qngURElbkP4
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19http://techcrunch.com/2014/07/17/nikes-secret-new-york-vending-machine-trades-free-swag-for-fuelband-points/
DHL’s MyWays
Today’s Assignment
What is Marketing Management? (1-2 slides)
Based on the course readings, your previous experience, and potentially other sources, develop your own definition of marketing management.
What are the relationships between marketing management and the concepts of vision, mission, strategy, and business model?
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Today’s Assignment
What is the Marketing Manager’s role? (1-2 slides)
Based on the course readings, your previous experience, and potentially other sources, develop your own understanding of the role of the Marketing Manager.
What core skills does the Marketing Manager need and how do these differ from those of the CEO and other managers in an organization?
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The Strategy Hierarchy
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Where should we compete?
How should we compete?
Core concepts in strategy Mission
Purpose: Why we exist Vision
What we want to be Values
What we believe in and how we behave Strategy
Single precise competitive game plan that will drive the business over the next five years or so
Objective (ends), scope (domain), and advantage (means) that require trade-offs
24Collis & Rukstad, 2008
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Making choices
Strategy is about choosing what NOT to do: Which customers not to serve What products or services not to offer Which activities not to perform
Strategy is about NOT being all things to all people
Porter
Strategy ≠ Business Model
Business model (Magretta, 2002) Describes, as a system, how the pieces of a
business fit together. Does not factor in one critical dimension of
performance: competition Reflection of a realized strategy
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Every organization has a business model . [it] makes some choices, which have consequences. [But] not every organization has a strategy - a
plan of action for different contingencies that may arise. (Casadesus et al. 2010)
What is Marketing?
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
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.
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What is marketed?
What is Marketed?
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
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• Goods• Services• Events• Experiences• Persons
• Places• Properties• Organizations• Information• Ideas
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
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Key Customer Markets
Consumer markets Business markets Global markets Nonprofit/Government markets
What is Marketing Management?
Marketing management is theart and science
of choosing target markets and getting, keeping, and growing
customers throughcreating, delivering, and communicating
superior customer value.
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
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What are the tasks of a Marketing Manager?
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
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What is missing?
Holistic Marketing
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Roleplay
You have just been recruited as the new marketing manager for Stockholm School of Economics.
You decide to take a holistic marketing perspective in your new job.
Which of the four dimensions of the holistic marketing concept would you choose to focus on first and why? (2-3 slides)
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The Marketing Mix
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
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The New Four Ps
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Processes
People
Programs
Performance
For Review
Why is marketing important? What is the scope of marketing? What are some fundamental marketing
concepts? How does marketing fit into the overall
organization? What are the tasks necessary for
successful marketing management?
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
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Seminar 2 Overview
Aligning Strategy and Marketing Planning Process
Guest Speaker, Vanessa Meyer, Loadimpact.com
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