Learning Marketing by Asking Better Questions

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An innovative assignment to ensure mastery of basic marketing concepts. Used in the Ateneo Graduate School of Business marketing manageent class of Prof. Remigio Joseph (Bong) De Ungria

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Learning Marketing by Asking Better Questions

  1. 1. LEARNING by ASKINGBETTER Questions Innovative Way of Preparing for the Midterm Concept Exam Prof. Remigio Joseph A. De Ungria Jr., MBA Ateneo Graduate School of Business
  2. 2. Overview4 Steps to Learning Better1. Appreciate Why2. Learn How3. What to Do4. Samples of Improved Questions 2
  3. 3. 1. Why?Objective is enhanced learning!1. Review basic marketing concepts for all 22 chapters of the Kotler textbook.2. Build on work already done by peers3. Score well in midterm exams4. Learn by improving on what is available 3
  4. 4. 2. How? Use class resourcesImprove on marketing concepts & questions developed by your classmates  Each student is assigned 1 chapter to specialize in  Each student has created 10 questions & concepts on that chapter (Be sure that you have sent your assigned chapter questions and concepts to vcoach.share@gmail.com. Access your peers’ submissions using the password to this gmail account.)  Your task: Improve on 20 student questions following the attached format (1 question per chapter for 20 of 22 chapters of the Kotler book). You cannot improve on your own chapter or your own question. 4
  5. 5. 2. How to submit? Be sure to submit on-time1. Send completed assignment via email to vcoach.serves@gmail.com2. Embed in your blog.3. Post link on appropriate facebook discussion board4. Deadlines are posted on the class blog on FB.
  6. 6. 3. What to Do?Create 20 questions intotal (1 question each from 20 chapters)For 20 chapter submissions by your peers1. Choose 1 Question, Concept & Answer series from each chapter2. Improve on the Question & Answer3. Follow this sequence for each of 20 questions  Original Question with Answer  Your Improved Question  Original Concept posted by your peer (maybe more than 1 slide)  Your Improved Answer
  7. 7. 4. What Questions to Improve on?Great questions teach! Create 20 “improved” questions that are: 1. Relevant & interesting 2. Have 5 answer choices that may be “possible answers” 3. When answered, provides a learning experience 4. Answerable based on understanding of the concept rather than memorization
  8. 8. 2 Samples of ImprovedConcept Questions From Chapter 1 From Chapter 2
  9. 9. TOP 10 Learning Questions for Chapter 1: Defining Marketing Keep Original for the 21 st Century Author (Ria)/ Add your name (Bong) to Ria Abendan/ Bong De Ungria show you April 2011 are merely improving on peer’s work
  10. 10. 1. Marketing Management involves ________, __________ & _________ superior customer value.A. Developing, influencing & communicatingB. Creating, influencing & communicatingC. Creating, communicating & deliveringD. Influencing, communicating & Original delivering Question withE. None of the above Answer Indicated
  11. 11. 1. Marketing Management involves ________, __________ & _________ superior customer value.A. Communicating, creating & deliveringB. Capturing, communicating & deliveringC. Creating, communicating & deliveringD. Customizing, communicating & delivering Improved QuestionE. None of the above Only
  12. 12. Original ConceptWhat is Marketing?Marketing Management• The art and science of: C • Choosing target markets C • Getting, keeping, and growing customers D VALUE • Creating, Communicating, and Delivering superior customer VALUE
  13. 13. 1. Marketing Management involves ________, __________ & _________ superior customer value.A. Communicating, creating & deliveringB. Capturing, communicating & deliveringC. Creating, communicating & deliveringD. Customizing, communicating & delivering Improved QuestionE. None of the above with Answer Indicated
  14. 14. 10 QuestionsChapter 2: Developing Marketing Strategies and Plans Steven Michael Y. Andrada/ Bong De Ungria April 15, 2011 www.stevenandrada.blogspot.com
  15. 15. 2. What part of the core business processthat defines the target markets &prospecting for new customers A. Market sensing B. New offering realization C. Customer acquisition D. Customer relationship management Original E. Fulfillment management Confusing Question with WRONG Answer Indicated www.stevenandrada.blogspot.com
  16. 16. 2. What core business process definestarget markets & prospects for newcustomersA. Market sensingB. New offering realizationC. Customer acquisitionD. Customer relationship managementE. Fulfillment management Improved Question Only www.stevenandrada.blogspot.com
  17. 17. Notice how the original conceptsdone by a peer could benefit fromminor reformatting
  18. 18. Professor’s Note 1:Minor reformats only It is not the objective of this assignment to require students to create entirely new concept slides Do minor reformatting only, if this will help in explaining the concept. See the reformatted concept slides that follow and compare vs. original slides
  19. 19. 5 Core Business Processes Market New-offering Customer Sensing realization acquisition Customer Fulfillment relationship Management management Original Concept with Minor Format Improvements www.stevenandrada.blogspot.com
  20. 20. Gather market intelligence1st of 5 Core Business Processes Market New-offering Customer Sensing realization acquisition Customer Fulfillment relationship Management management Original Concept with Minor Format Improvements www.stevenandrada.blogspot.com
  21. 21. Research, develop & launch anew product2nd of 5 Core Business Processes New- New-offering Customer offering realization acquisition realization Customer Fulfillment relationship Management management Original Concept with Minor Format Improvements www.stevenandrada.blogspot.com
  22. 22. Define target markets & prospect for new customers3rd of 5 Core Business Processeses Customer New-offering Customer acquisition realization acquisition Customer Fulfillment relationship Management management Original Concept with Minor Format Improvements www.stevenandrada.blogspot.com
  23. 23. Build deeper understanding, relationship & offerings 4th of 5 Core Business Processes Customer Customer New-offering relationship realization acquisition management Customer Fulfillment relationship Management management Original Concept with Minor Format Improvements www.stevenandrada.blogspot.com
  24. 24. Receive & approve orders, shipgoods & collect payments5th of 5 Core Business Processes Fulfillment New-offering Customer Management realization acquisition Customer Fulfillment relationship Management management Original Concept with Minor Format Improvements www.stevenandrada.blogspot.com
  25. 25. 2. What core business process definestarget markets & prospects for newcustomersA. Market sensingB. New offering realizationC. Customer acquisitionD. Customer relationship managementE. Fulfillment management Improved Question with Answer Indicated www.stevenandrada.blogspot.com
  26. 26. Professor’s Note 2:Reviewing for midterms75% - 100% of the questions for the midterm exam will be taken from the improved questions submitted by all the students in this class.Do you need to review the improved questions of all your classmates? No. Submitting this assignment is already sufficient preparation for the midterms. This assignment already requires your review of 22 chapters. But if you also review the improved questions by your peers, your chances of a better midterm grade is higher!
  27. 27. Summary4 Steps to Learning Better1. Why? This is for You!2. How? Easy, Use your Peer’s work3. What to Do:  Create 20 Improved Questions  If needed, reformat concept slides4. 2 Samples of Improved Questions
  28. 28. LEARNING by ASKINGBETTER Questions Innovative Way of Preparing for the Midterm Concept Exam Prof. Remigio Joseph A. De Ungria Jr., MBA Ateneo Graduate School of Business

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