Managing Markerting Processes - Seminar 1

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 ([email protected]) 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 [email protected] Innovative Parking Experience with Crown Nordic

Management and two Executive MBA students (see pdf on Courseweb)

New Uber offering, contact CEO Robin Reznik, email [email protected]

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


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Company Orientations


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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?


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?


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• Goods• Services• Events• Experiences• Persons

• Places• Properties• Organizations• Information• Ideas


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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.


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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


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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?


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Seminar 2 Overview

Aligning Strategy and Marketing Planning Process

Guest Speaker, Vanessa Meyer, Loadimpact.com

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