MBA Intro

1.

Marketing Management
Class 1
In alliance with
15.10.2024
Internationally accredited by

2.

AGENDA
Introduction and expectations
Course structure and requirements
Introduction to marketing
Marketing concept and marketing mix

3.

AGENDA
Introduction and expectations
Course structure and requirements
Introduction to marketing
Legal and ethical aspects of marketing
Marketing concept and marketing mix

4.

• 15+ year of experience in Management
• 20 years experience in Sales & Marketing
• 10+ years of experience in Teaching
• [email protected]
• 26522832

5.

What about you?
1) A bit about yourself
2) Your experience with marketing
3) What part of marketing would you like to understand the
most?

6.

AGENDA
Introduction and expectations
Course structure and requirements
Introduction to marketing
Marketing concept and marketing mix

7.

Course structure
Lectures & a LOT of practical discussions
Guest lectures
Individual reading
Marketing topic presentation
Written cases
Short quizzes
Final project

8.

Grade composition
1. Short quizzes to test theoretical concept understanding
5 quizes @ 20 points each
100
2. Group Project (Marketing Plan)
400
• Project intro – 50
• written material – 200
• class presentation – 100
• critique - 50
3. 5 individual case write-ups @ 50 points each
250
4. Class participation
150
5. Group presentation on marketing topic
100
Total
1000

9.

Class participation
0 ( not present or keeping silent)
1 (volunteering in opening analysis or answering questions
raised, passive participation)
2 (providing personal knowledge of a similar situation,
encouraging valid discussion, active participation)
The final grade for class participation will be calculated as an
average of your class contributions
You will get grades for the class participation the same day

10.

Marketing topic presentation
Date
Marketing topic
20.01
Psychological experiments that have effect on consumer behavior
27.01
Successful companies with unique targeting
3.02
Always low price strategy - how still get some profit?
10.02
Service companies that changed the way we operate
3.03
Sales driven organizations, what do we need to know
17.03
Personalization: is it possible in all industries
24.03
Gamification in marketing: application, success & failure
31.03
Best employers we can all learn from: how to market one?
7.04
Social dilemma - true or false? New reality of marketing ethics

11.

Marketing topic presentation
Choose your topic
1) Form a group of 3 members, choose your topic
2) You can cotact me for more details on each topic
3) Presentation should be 15 minutes + 5 min for
questions
4) Present during the second part of the class
5) All 3 members should be presenting

12.

Case write - ups
Date
Case Nr Case topic
27.01Case Nr.1 Rimi versus Maxima Consumer
17.02Case Nr.2 Wolt Food Services
3.03Case Nr.3 IKEA retail concept
17.03Case Nr.4 How Netflix uses big data
31.03Case Nr.5 Branded Facebook page analysis
3 questions per case, available in Ortus one week prior
1 A4 page
Submitted through Ortus before 18:00 on the deadline day
No make – ups of case write – ups
Graded in a week, common mistakes discussed

13.

Group project
1) In the same group of 3 members, you would need to write a
Marketing plan for specific brand, company or services
2) Main topics are:
• Audience analysis
• Competitor Analysis
• Description of the product or service
• Marketing mix: price, place, promotion, people
• Marketing KPIs and how you will control them
3) Detail decsription on what neede will follow later
• 20.01 – on Project Intro (submission 03.02)
• 10.02 – on the plan itself (submission 07.04)

14.

Quizes
Date
Quiz Nr
20.01Quiz Nr.1
10.02Quiz Nr.2
10.03Quiz Nr.3
24.03Quiz Nr.4
07.04Quiz Nr.5
Topic to cover
Introduction, competitors
Consumers, Segmentation, Price, Product
Services, Channels & Retail, Sales cooperation
Research, Communication Mix, Advertising & PR
Digital Marketing, Non – traditional marketing,
Employer Branding,
10 questions per Quiz, multiple choice mainly
In the begining of each class in Ortus, 10 minutes time
No make – ups of not submitted quizes
Graded until next class

15.

AGENDA
Introduction and expectations
Course structure and requirements
Introduction to marketing
Marketing concept and marketing mix

16.

What is marketing?
Marketing is helping sell
as many products to as
many customers for as
high price as possible

17.

Understanding Marketing
There is no objective reality. There are no facts. There are no best
products. All that exists in the world of marketing are perceptions
in the mind of the customer or prospect. The perception is the
reality. Everything else is an illusion.
Al Ries and Jack Trout
People believe
what they want
to believe
People buy on
emotions and
explain by
reason
Marketing is not the
battle of products, it
is a battle of
perceptions

18.

Evolution of marketing

19.

Let’s find examples for each theory
What products / brands were / are evolving under each theory?
1) Production orientation
1920s
2) Product orientation
before 1950s
3) Sales orientation
1950s-1990s
4) Marketing orientation
1990s
5) Societal orientation
2010s

20.

AGENDA
Introduction and expectations
Course structure and requirements
Introduction to marketing
Marketing concept and marketing mix

21.

4th Industrial revolution

22.

Why is it important? What can we learn from it?

23.

Evolution of marketing 4ps

24.

25.

Ekselence ice – cream example
1) Product
2) Price
3) Place
4) Promotion
5) People
6) Physical Environment
7) Processes

26.

Previously used marketing theories
Factory
Market
Existing
product
Customer
needs
Selling and
promotion
Profits
through
sales
volume
Integrated
marketing
Profits
through
customer
satisfaction

27.

Holistic Marketing Dimension

28.

Marketing Micro Environment

29.

Discussion in groups
How specific product is being influenced by Environment factors?
1) Nature
2) Politics
3) Technology
4) Demographics
5) Socio - Cultural
6) Economic
7) Legal

30.

What have we learned?
• All you need is in the syllabus or this presentation
• Perception is the key!
• The world is changing very fast
• 4P’s turned into 7p’s
• Holistic marketing
• Environment has an effect on marketing
Don’t forget to choose your presentation topic