Seminar: Putting Marketing at the Heart of an Organisation

Topic Number:1

Principles of Business: Stage 2 Marketing

Overview

In this first lecture, you are put in the driving seat to help an organisation of your choosing with their marketing strategy. The CEO has hired you to help the company better understand a number of key things relating to marketing. He has asked you to articulate the following:

• Present an overview of the company and strategy.

• The role of the organisation in the wider society.

• Explain how the organisation can become more market oriented and develop products that meet consumers needs.

He would like you to put together a 10 min presentation that you will deliver to the board of directors of the company.

3

• Define the role of marketing within society.

• Describe how they go about using each of the components of the marketing mix.

• Highlight what you believe to be their planning process.

• Be able to make recommendations on how the organisation can be more appealing to their target audience.

Learning outcomes of this seminar

Agenda for this seminar

Describe the role of the organisation in society.

Explain how the organisation can become more market-oriented and develop products that meet consumers needs.

Present an overview of the company, strategy and external operating environment.

Structure for the session

You will have 15 minutes to

discuss each question.

We will have a de-brief at the end of each 15 minutes to hear your thoughts on each area.

Feel free to ask questions but please do not have separate conversations. ‘we are all in

this together’!

Present an overview of the company,

strategy and external operating

environment

Structuring the Problem

Company Strategy

& Structure

Company Operations

Operating Environment

Consider each in turn

External Operating Environment: Killer Questions

What industry does the business operate in? What

are the major trends?

Who are the key competitors? Are there any viable

substitutes?

Who are the target

customers?

What are the typical products and services?

External Operating Environment: Consider key trends

External Operating Environment

Description of Company and Strategy: Killer Questions

What is their mission/vision?

What are their key strategic pillars to

achieve their mission/vision?

Describe their organisation

structure.

How do they gain a competitive

advantage from their competitors?

Description of Company and Strategy: Overview

Description of Company and Strategy: Strategy

Description of Company and Strategy: Organisation Structure

The role the organisation plays in

wider society

Explaining the basic utilities of the organisation

What value add does it bring to society?

What value add does it bring to society?

Source: Communication Director Website and WRSC

Explain how the organisation can

become more market oriented

and develop products that meet consumers needs

Overview of market orientation

Source: Equerry.com

Everyone in the organisation is part of the solution

Creating the right structures in the organisation

Organisational coordination is key

Source: Dilbert.com

Testing the product is also critical

Appendix – Sources for illustrations

Slide 9&10:www.metricstream.com

Slide 12:www.onlineleadsinc.com

Slide 13, 16, 17:www.emeraldinsight.com

Slide 12:www.grameenbank.com & www.wikipedia.org

Slide 21 and 22:www.strategic-planet.com

End of Seminar

Note: This recording is for your personal use only and not for further distribution or wider review.

© Pearson College 2013