Marketing application[preview]

www.themarketingconcept.com © Dr. Stephen Fanning

Now that we have studied the philosophy & theory

sections we need to apply our knowledge

Good idea

www.themarketingconcept.com © Dr. Stephen Fanning

www.themarketingconcept.com © Dr. Stephen Fanning

www.themarketingconcept.com © Dr. Stephen Fanning

www.themarketingconcept.com © Dr. Stephen Fanning

In section 3 we will integrate 2 contemporary ‘ideas’design thinking and blue ocean thinking

www.themarketingconcept.com © Dr. Stephen Fanning

empathise define ideate prototype test

A design thinking approach5 interactive tasks

empathise define ideate prototype test

A design thinking approach5 interactive tasks

Empathise: this is about understanding, through asking, listening, & observing what

are the needs of the people I am designing this product for Define: this is about defining the problem from the perspective of the recipient

Ideate: this is about brainstorming and creating a mind map of all ideas

Prototype: this is about designing and creating a prototype that can be tested to

provide feedback Test: this is about returning to the target market and testing the product to

gain feedback and feedforward

A blue ocean thinking approach

Challenges marketing practitioners to seek out uncontested markets and avoid crowded markets

[+ purple and red oceans]

Design ThinkingBlue Ocean Thinking

Strategic marketing

Plan

Tactical Marketing Action

Plans

Marketing Audit[COMP]

Articulate position

Marketingplan

Marketingaction plans

Corrective actions

Organisation’sphilosophy

Organisation’sobjectives priorities &

budget

EVALUATE

IMPLEMENT

ANALYSE

DESIGN

1

Evaluateperformance

Analysedata

Implementaction plans

COLLECT

DEVELOP

Businessplans