STUDYING MARKETING & OPERATIONS

MK1HO2N

Lecture 2Tutor: Debbie

Holley

COMMUNICATION THEORYAdvertising

SOURCE ENCODING TRANSMISSION

Marketer

(sender)

Advertising Agency

Salesperson

Marketer

Media TV

Sales person Direct mail

(channel)

DECODING

Consumer

(receiver)

FEEDBACK

ACTION

Indirect feedback

Direct feedback

Consumer

COMMUNICATION THEORYLearning

SOURCE ENCODING TRANSMISION

Lecturer

(sender)

Lecture/

Textbooks

Lecture/ Seminar/Text (channel)

DECODING

Student

(receiver)

FEEDBACK

ACTION

Indirect feedback

Direct feedback

Writes notes/

Assignments/

essays exams

INFORMATION PROCESSING

COMPREHENSION ( Interpretation)

INFORMATION INPUT

Stimuli – sights, sounds, smells, tastes, textures,

EXPOSURE

ATTENTION

Source: Mowen & Minor Ch 3 p63

INVOLVEMENT

MEMORY

PERCEPTION PROCESS

How we assess learning outcomes

Knowledge: The use of common terms used in marketing business operations. Concepts and principles

Competence: Must be able to recall information (MEMORY)

How are these skills demonstrated by the student? By mastery of the subject matter e.g. define, recall, describe, name, collect order repeat, reproduce.

Example

Can you: Recall all of the elements used in the marketing mix?

Define what marketing is ?

Describe the marketing mix

List the macro environmental factors which affect a business

Define JIT

For degree level students need more….

Comprehension: The ability to grasp the meaning of the material. Going beyond just simply remembering. Translate the material from one form to another. Interpreting material.

Competence: Understands what is being communicated (COMPREHENSION)

How are these skills demonstrated by the student?

The student grasps meaning. Translates knowledge into a new context. Interpret facts, compare and contrasts, associates, discuss, explains ,infers

causes, predicts consequences.

Example: Marks and Spencer

Example:

Marks & Spencer have segmented their market based on lifestyle and demographic segmentation

Which audience? Will this promotion work?

How can you remember the key points of

our discussion?

Informationhow do you know which is most important?

“Marks & Spencer is one of the UK's leading retailers of clothing, foods, homeware and financial services, serving 10 million customers a week in over 300 UK stores. The Company also trades in 30 countries worldwide, and has a Group turnover in excess of £8 billion. We're the first retailer in Europe to trial the use of a virtual sales assistant. 'Lisa' will be able to guide customers through the self-checkout process and answer various questions through the use of a fully interactive touch screenOur innovative Shapewear collection offers customers the all-important combination of comfort and control. By incorporating the control as an integral part of the garment, we have reduced the need for bulky seams, which means that you look as smooth as you feel.” M&S website accessed 12/10/04

• How can you comprehend and recall information?

• Reading and writing notes

• Think about the information – is it:

IMPORTANT? RELEVANT? CREDIBLE?

Note making is the key

Objectives of Note taking

• To understand a theory or concept

• To enhance understanding

• To expand your applied knowledge of a subject

• To find alternative view points

• To act as a future reference

• To enable the retention of information

• To act as a revision aid

notes, notes

and more notes!

Note making in a lecture

This is an active listening process which requires you to be selective

1. Prepare for the lecture

2. During lecture watch for cues from lecturer

e.g. Headings,emphasis on key points

Linear Note taking - Jotting down ideas under headings

Short pattern notes - A diagrammatic approach

A diagrammatic approach

Note taking

TypesHighlighting

DiagramsMarginal notes

Precis

Objective

Organizing thoughts

Notes on

Lecture

Seminar

Textbook

Electronic

Revision

Future reference

Meaning& understanding

Top tip for successful notes

Always review your notes within 24 hours.

Which means: rewriting them in your own words

and supplementing them with additional notes from your reading.

What is Plagiarism ?

Presenting somebody's else work as your own

Good practice

1. Summarise in your own words what somebody else has written – and reference it

2. You can repeat a small section of what somebody else has written providing you use quotation marks and reference it

3. Never use somebody else is work without referencing the source

This includes internet sources.

Cheating is copying another student/ persons words or ideas and passing it off as your own

Source: S. Drew (2000) Learning and teaching Institute Sheffield Hallam University