strategic marketing ebma 3715 unit 1 slides (chapter 1 and chapter 2)

EBMA3715 Strategic Marketing Management

CONTACT SESSIONS CONTACT SESSIONS ENGLISH CLASSES

DAY PERIOD TIME VENUEWEDNESDA

Y5 11:10-12:00 LCT D

WEDNESDAY 6 12:10-13:00 LCT DFRIDAY 2 08:10-09:00 LCT D

AFRIKAANSE KLASSEDAG PERIODE TYD LOKAAL

WOENSDAG 2 08:10-09:00 WD 145WOENSDAG 3 09:10-10:00 WD 145

VRYDAG 4 10:10-11:00 LCT F

NAQUITA FERNANDES

LECTURER LECTURER DETAILS…DETAILS…

MRS. NAQUITA FERNANDES

Office: FGG 144 : 051 – 4013747 E-mail:

AchadinhaNMJ@ufs.ac.za Office Hours: By Appointment ONLY

PRES

CRIB

EDPR

ESCR

IBED

TE

XTBO

OK

TEXT

BOO

K

KNOWLEDGE IS GOOD,EXPERIENCE IS BETTER.

BLACKBOARD Make sure that you have access to

Blackboard Visit Blackboard AT LEAST ONCE a

week for: Important notices Class Assignment Details Tests and exam dates & times

Any problems with Blackboard, visit IT at the back of the FGG building

U1: Marketin

g

“...the process of planning and executing the conception, pricing, marketing communication and distribution of ideas, products or services to create exchange that satisfy individual and organisational goals. “

U4: U4: SegmeSegme

nt, nt, target target positiopositio

nn

U12:

Customer

Value and

retention

U14: Marketing planning,

implementation and control

U15: Marketing

Metrics

ASSESSMENT ASSESSMENT • Semester Test 1: 20%

• Semester Test 2: 20%

• Group Presentation: 30%

• Class Assignments: 30%

• TOTAL: 100%

Semester mark (50%) + Exam mark (50%) = 100%

Review Work Schedule

Date Day # Unit Topic Activity Preparation04-Feb Wed 1 1 & 2 Introduction to Strategic Marketing Thakaneng bridge Chapter 106-Feb Fri 2 2 Marketing Environment Poster making Chapter 211-Feb Wed 3 3 Consumer behaviour Marketing campaign Chapter 313-Feb Fri 4 4 Segmentation, Targeting and Positioning Chapter 418-Feb Wed 5 4 Segmentation, Targeting and Positioning TV Show Chapter 420-Feb Fri 6 5 Marketing Research Current problem Chapter 525-Feb Wed Test 1: 11:00-13:00 on Unit 1-527-Feb Fri 7 6&7 Product and Branding decisions Chapter 6 & 704-Mar Wed 8 6&7 Product and Branding decisions Flipped Classroom Chapter 6 & 706- Mar Fri TATA information session via video conferencing with TATA AFRICA International Brand Manager06-Mar Fri 9 8 Pricing decisions PnP Brand Match Chapter 811-Mar Wed 10 10&11 Marketing Communication Marketing Communication tools Chapter 10 &1113-Mar Fri 11 10&11 Marketing Communication QR codes / Website Analysis Chapter 10 &1218-Mar Wed 12 9 Distribution 20-Mar Fri 13 6-10 Revision of Unit 6-10 Kefir

20 March-30 March: Holiday01-Apr Wed 14 Preparation for TATA presentations03-Apr Fri Good Friday08-Apr Wed Test 2: 11:00-13:00 on Unit 6-1110-Apr Fri 15 12 Customer value and retention Chapter 1215-Apr Wed 16 13 People, processes and physical evidence Chapter 1317-Apr Fri 17 14&15 Marketing plan and metrics Envision Chapter 14 & 1522-Apr Wed 18 15 Marketing metrics Chapter 1524-Apr Fri 19 16 International Marketing Chapter 1629-Apr Wed 20 Preparation for TATA presentations01-May Fri Workersday05-May Tues Alternative test: 10:00-12:00 on Unit 1-11

4 May- 8 May Mon-Fri TATA PRESENTATIONS13-May Wed 23 17 &18 Emerging countries & B2B Chapter 17 & 1915-May Fri 24 ALL Revision for exam ALL

Test 1: 11:00-13:00 on Unit 1-5

Test 2: 11:00-13:00 on Unit 6-11

TATA GROUP PRESENTATIONS

CLASS CLASS ASSIGNMENTSASSIGNMENTS

Group or Individual

Information regarding class activities has been placed in your studyguides and on Blackboard.

Your responsibility KEEP UPDATED and

BE PREPARED

Useful Tips for Survival…

You will need to come PREPARED to class! Read through the chapter and slides on Blackboard before the contact

session

Contact sessions are FOCUSED ON PRACTICAL APPLICATION! If you are not prepared you will feel completely LOST. South African examples are provided to you, in order to equip you

with the knowledge you need for case studies etc.

Participate in class discussions

Learn to APPLY your knowledge!

Job Title: Trade Marketing manager

Duties & ResponsibilitiesThe Trade marketing manager's responsibilities will include but not be limited to the

following:•Develop 4-P strategy and tactics in line with Key Account- and Brand Plan objectives, and present to customer(s) where required.•Increase in-store presence in our categories through finding and filling distribution gaps.•Work with Key Account Managers to recommend in-store actions aimed at strengthening the brand positions within the category and overall market share improvement.•Optimising listings and product ranging.•Develop and implement the Companies’ promotional strategy in line with brand priorities and media plans across all customers•Analyse customer- and market data, using all data available (Aztec/Nielsen, customer data, etc.), draw conclusions, offer recommendations, and develop strategies.•Manage the POS warehouse, including costs – ensure all POS is delivered to the trade on time•Ensuring POS is within customer requirement specifications, deadlines for in-store execution are met and tracked in line with planned marketing and sales booked activities.•Translate Brand Marketing actions into winning Customer/Shopper marketing actions

Campaign Manager - Email Marketing

This manager will support email efforts for all client brands to engage customers with highly relevant email communications. This position will be heavily involved in creating and deploying new email communications and will be responsible for end-to-end email campaign development. This individual will also be responsible for the development of long term relationships with different business units in the agency to maintain a high level of client satisfaction in the production of email marketing.

Responsibilities:• Oversees all email operations• Work with creative development team to provide direction on campaign design. • Creation of all Email marketing and communications calendar• Work with internal resources on copy and content for messages/emails/journeys• Manages third party relationship with email service provider• Testing, reporting and optimisation of campaigns• Work with internal teams to ensure that the campaigns are consistent with company guidelines and goals.• Manages list segmentation and develop customer segmentation strategies to increase

Marketing ManagerDuties: The marketing manager will be responsible for developing and implementing a

comprehensive marketing strategy for alternatives investments. Assume day-to-day management of the marketing function, which includes

implementing measurements for the success of the marketing business plan.

Understand the competitive landscape as well as collate, distribute and provide competitor information.

Identify gaps, needs and opportunities to conquer new market space. Develop specific plans to support targeted client segments (locally and

internationally) Assist and develop marketing presentations. To develop and implement an appropriate media and thought leadership

strategy. Develop and implementing an events strategy, developing signature events

for different client segments. Develop and implement an appropriate advertising strategy. Work closely with other areas of the business and the investment boutiques to

develop and implement elements of the marketing strategy for the broader of the company.

First Group ActivityFriday, 6 February 2015

UNIT 1 The Marketing World- Introduction

PAGE 3-4

Price

Product Development

Marketing Communication

Distribution

The Concept of Exchange (pg. 4)

Exchange is all the activities associated with somebody (customer) giving up something (money/time/goods) in order to receive something in return (product or service) from another.

Exchange does not necessarily require money.

The 5 CONDITIONS required for exchange: At least 2 parties must be involved. Each party must have something that the other party values. Each party must be able to communicate with the other party Each party must be free to accept or reject the other’s offer. Each party must want to deal with the other party.

MARKETING MARKETING PHILOSOPHIES…PHILOSOPHIES…

Page 9-17

IS CUSTOMER SATISFACTION

EASY TO OBTAIN?

GAP

Marketing Gaps Your mission as marketers: Identify and close

these gaps FIVE main types of GAPS in the marketing

process:

Page 5-9

CLOSE THESE GAPS

Close these GAPS= Middleman (pg. 7)

Assignment Unit 1: Individual 10 marks

A group of entrepreneurs want to open their own smoothie store on the

Thakaneng Bridge, situated on the main campus of the University of the Free State.

They have requested your assistance to help them

identify the five main gaps in the marketing process, that their smoothie store will

need to address.

[5x2=10]

Surname, InitialsStudent number

SUBMISSION DATE:

Assignment Unit 1

Next Wednesday, 11 FEBRUARY

2014

The Marketing EnvironmentCHAPTE

R 2

Should we take note of what is happening in the marketing environment?

COMPONENTS OF THE MARKETING ENVIRONMENT (PG. 35)

Micro-Environments

VARIABLES OF THE MARKET-ENVIRONMENT (PG.41)

THESE VARIABLES ARE INTER-

LINKED!

FOR EXAMPLE:

USE CUSTOMER

NEEDS

AS INSPIRATIO

N

MACRO-ENVIRONMENT (pg. 44)

Variables in the macro-environment POLITICAL AND LEGAL ENVIRONMENT

Political stability in a country International laws and regulations

INTERNATIONAL Global market Instant communication Beware of legal and cultural differences

PHYSICAL Availability of natural resources

TECHNOLOGICAL Experiences changes on a daily basis Also impacts on socio-cultural and economic environments

ECONOMIC Includes: inflation; interest rates; unemployment; consumer income;

exchange rate; monetary policy, business cycle SOCIO-CULTURAL

Strongly influenced by technology and economy Includes: demographics; lifestyles, cultural values and subcultural

influences

Environmental Scanning (pg. 47) ...is the careful gathering, processing, analysing and interpreting of

an organisation’s internal and external environments in order to reveal tactical or strategic opportunities, threats, strengths and weaknesses and determine how these may influence the business’s current and future plans.

• It helps the business to capitalise on early opportunities• It provides an early signal of impending problems or

threats• It sensitises a business to the changing needs and wants

of its customers• It provides a base of objective information about the

internal strengths and weaknesses• It improves the image of the business by showing that it is

sensitive and responsive to its environment

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Gold Prices Set Gold Prices Set to Rise.to Rise.

Energy companies are some of the worst offenders in the green sheen game. BP’s redesigned logo is one notorious example. The green stylized flower suggests that BP is a company that is both environmentally friendly and responsible.Sadly, the only thing green about BP is their BS. Even as they claim to be concerned about emissions—they speak frequently about their efforts to develop “clean energy” sources–they continue to pull out of renewable research, even their own previous investments in renewable energy.

GM one example of a company that is proud to be green(washed). Its “Gas-friendly to Gas-free” campaign features a 2010 Yukon Denali Hybrid that tops out at a meager 21 mpg. Moreover, super-efficient vehicles represent a small percentage of GM’s yearly production, while they still engage heavily in the production of gas-guzzling cars and trucks. GM’s green marketing fails to note that the company currently produces fifty-one models that get less than 30 mpg, including thirty-five that get less than 20 mpg.

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