Title slide

Notes:

• BSB42415 Certificate IV in Marketing

• BSBMKG401 Profile the market

• Session 1 of 12.

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Unit overview

Notes:

• Provide students with description of unit

• This is taken from the Unit of Competency on the training.gov.au site

Reference:

https://training.gov.au/Training/Details/BSBMKG401

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Quote slide

Notes:

• Ask students as a class, what they think this quote means.

• Explore and discuss all responses.

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Learning objectives slide

Notes:

• Review the learning objectives for this part.

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Content slide – Definitions of marketing

Notes: • Marketing is defined as- ‘The process of maximising returns to stakeholders

by developing exchanges with valued customers and creating an advantage for them.’

• Marketing is also defined as - ‘The activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large’. (The American Marketing Association)

• Discuss as a class what each definition means or any common key words in each.

• Marketing is about customers receiving an advantage through exchanges

• Successful marketing is when a customer has received or acquired a meaningful advantage from the seller as a result of the seller’s marketing activity.

• For a customer, the value or benefit received in the exchange need to outweigh the costs paid for a product or service from the seller.

Suggestion: • Have students research other definitions of marketing and

share/discuss as a class • Provide alternative definitions to share with the class.

Reference: • Text: Marketing Principles : Ch. 1– Pg 5

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Discussion – Case studies

Purpose:The purpose of this discussion is for students to discuss examples of effective marketing of current brands. This activity highlights the previous point about customer value received in an exchange.

Resources: NA

Instructions: • Ask students to consider each brand • Ask who has used each/any/all? • In pairs or small groups ask students to discuss what they think of each brand and why each

of them are so popular as a service • Ask about their experience with the brand• Ask why they like the brand/dislike the brand• Share responses from each group, discuss and compare as a class

Notes: • For each brand compare them to their traditional services • Uber versus normal taxis, Airbnb versus Hotels, Istagram versus traditional photo albums • Each is successful marketing, because the customer receives more than just a product or

service. With each brand, users receive much more value in the exchange. • User benefits include – empowerment, interaction, visibility, connectivity, accessibility,

mobile services etc. • Ask students to think of different types of benefits for each.

Additional suggestions:• Ask students to discuss other current brands the value of each.

References: Images sourced from Uber.com, Airbnb.com, Instagram.com

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Content slide – The expanded marketing mix

Notes: • For companies to develop an effective marketing mix, in depth

customer data needs to be collected to identify customer benefits. • Read through each of the 8Ps of the expanded marketing mix:

1. Product 2. Place 3. Price4. Promotion5. People 6. Physical evidence 7. Processes 8. Partnerships.

Suggestion: • Use a brand or product to highlight each P as an example/context. • Have students think of one brand and go through the 8Ps to understand

each P of the mix.

Reference: • Text: Marketing Principles : Ch. 1– Pg. 7-8

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Content slide – Partnership variable

Notes: • Partnership variable is part of the expanded marketing mix • Primary producers supply Woolworths with fresh fruit and vegetables

are important partners in marketing of the Woolworths product.• Beyond supply, partnerships relevant to marketing include with the

media, unions and other groups. Government bodies and with customers and the community such as local sport teams.

• Being sponsored by big name brands are also partnerships • Electronic data plays an important part in determining whether to

increase/decrease inventory and influence when consumers receive products. Valuable data includes customer satisfaction for new product ideas.

• Partnerships can be made across countries and can help enhance a brand’s image.

• Social media facilitates a 2 way dialogue – the business with their customers ie. Twitter and Facebook are used as marketing tools.

Reference: • Text: Marketing Principles : Ch. 1– Pg. 14• Image: source from woolworths.com.au

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Content slide – Segmentation variables (Psychographic)

Notes:• Psychographic variables – personality characteristics, motives and

lifestyles – can be used alone to segment markets or in conjunction with other segmentation variables.

• Personality characteristics can be useful for segmenting markets when a product resembles many competing products and consumers’ needs are not significantly related to other segmentation variables.

• This segmentation approach can be risky. It is difficult to measure personality traits accurately.

• Marketers should choose personality characteristics viewed positively.• When using motives to segment a market, marketers divide the market

based on consumers’ reasons for making a purchase.• Lifestyle segmentation groups individuals on the basis of their beliefs,

values, and how they spend their time, along with some demographic variables such as education.

References:• Text: Marketing Principles : Ch. 5– Pg. 166

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Learning summary slide

Notes:

• Review the learning objectives for this part.

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Content slide – Promotional elements

Notes:

Target Market Characteristics• The size, geographic distribution and demographic characteristics of a firm’s

target market help dictate the ingredients to be included in a product’s promotion mix.

• If the size of the market is limited (and the revenue from each sale is high), personal selling probably will be emphasised because it can be effective for reaching a small number of people. When markets for a product consist of millions of customers, businesses rely more on advertising and sales promotion.

• If a company’s customers are concentrated in a small geographic area, personal selling is more feasible than if the customers are dispersed across a vast area. Advertising may be more practical when the company’s customers are numerous and not concentrated.

• Demographic characteristics such as age, income, or education level may dictate the types of promotional techniques that a marketer selects.

References:• Text: Marketing Principles : Ch. 12-Pg.429-433

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Activity – Code of practice

Purpose:The purpose of this activity is for students to review and research the emarketing code of practice.

Resources: Textbook, paper, pen

Instructions: • Access a copy of the emarketing code of practice 2005• Students review the code specifically the rules and 13 guidelines• Review some examples in the code, discuss and debrief as a class.

Suggestion: • Print out a copy/copies of the code and distribute among students to review • In pairs/small groups, ask students to focus on one guideline and then provide summary of

the guideline to the rest of the class.

References:• Online:

http://www.acma.gov.au/~/media/Unsolicited%20Communications%20Compliance/Regulation/pdf/Australian%20EMarketing%20Code%20of%20Practice.pdf

• Image sourced from www.acma.gov.au

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Reference slide

Notes:

• Advise students of chapters in prescribed text

• Advise students of additional reading.

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Close slide

Notes:

• Advise students of next unit/next session

• Ask each student for at least two things they learnt in this session

• Thank class and close.

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