School of Management Evening Seminar

Developing a new Marketing DNA
Paul Harrigan, Lisa Harris, Maria Jose Serres, Natasha Allden

Natasha Allden MSc Digital Marketing student. E-Commerce Project Manager. SharePoint MI Consultant. E-Recruitment business owner and e-enthusiast.
Presenters
Paul Harrigan
Lisa Harris
Lecturer in Marketing
Programme Director for the BSc in International Marketing
Research on impact of technology on marketing curriculum
Current research project investigating use of Web 2.0 (e.g. social networks, blogs, web analytics) technologies on customer relationships in marketing
Teaches Digital Marketing at the University of Southampton
Programme Director for the MSc in Digital Marketing.
Qualified e-tutor for the University of Liverpool online MBA.
Currently developing workshops encouraging the growth of digital presence for career or business development.
María José Serres MSc Digital Marketing student, IT Engineer. Marketing Manager of an IT Company in Uruguay. Social Media enthusiastic, geek and tech addict.

Structure
Up-to-date subject knowledge and skills
Developing a new Marketing DNA
Discussion
Excellent personal and communication skills
Employability in the Marketing curriculum
Discussion
The student perspective: María José Serres and Natasha Allden
Summary

Up-to-date subjectknowledge and skills

Background
At Southampton our research has focused on how technology is driving marketing theory and practice

Major themes in Marketing practice today:

In academia...
Is marketing theory, and education, reflecting this dominance of technology?
We are not sure that it is.
Where is focused research on these phenomena?
customer insight
social networks
web analytics
search engine marketing
These are the areas in which marketing graduates need to be skilled

Web advertising grows from smallest to largest in 6 years
£ millions
TV Advertising
Web Advertising
Press Display
Direct Mail
Press Classified
Outdoor
Radio
source: IAB (2010) PricewaterhouseCoopers / Internet Advertising Bureau / Advertising Association / Radio Advertising Bureau / WARC , March. N.B. WARC Recruitment data included from 2003

Sources: Our own qualitative research plus www.prospects.ac.uk, IAB Report (2007), Guardian Report (2008), Internet world stats, Inside Careers: Specialist in Graduate Careers
Statistics

Statistics
592,000
530,000
216,000
17,000marketing students graduated last year
Sources: Our own qualitative research plus www.prospects.ac.uk, IAB Report (2007), Guardian Report (2008), Internet world stats, Inside Careers: Specialist in Graduate Careers

Research
Talking to marketing practitioners/academics in UK
2008-2010
Design DNA model
Talking to marketing practitioners/ academics in USA, France and UK
Refining DNA model
Test DNA model by survey – among marketing practitioners in USA, France, UK, Australia and Holland
Report findings from talking to marketing practitioners
2010-2011
Today

Old ‘DNA of Marketing’

Findings....Marketing
‘For us, marketing begins during production. It’s not about ‘selling’ as such – it’s about involving the customer from the off’
‘I think technology has just given marketing the ability to do what it always sought to – understand customers and make business easier’
Marketing education…
‘We are a big fan of employing graduates but unfortunately we aren’t seeing the skills we need in marketing graduates – we’re employing a lot of stats and IT graduates to do our marketing roles’.
‘For us, marketing begins during production. It’s not about ‘selling’ as such – it’s about involving the customer from the off’
‘I think technology has just given marketing the ability to do what it always sought to – understand customers and make business easier’
Marketing education…
‘We are a big fan of employing graduates but unfortunately we aren’t seeing the skills we need in marketing graduates – we’re employing a lot of stats and IT graduates to do our marketing roles’.

‘Marketing is about building customer insight’
‘We track everything a customer does. Yes, that’s to make sure they have a good experience with us, but it’s also to make sure we know everything we can about them to make and save us money in the future!’
‘The Internet has opened up the whole area of managing the customer experience across channels, and it isn’t easy’
‘Marketing is about building customer insight’
‘We track everything a customer does. Yes, that’s to make sure they have a good experience with us, but it’s also to make sure we know everything we can about them to make and save us money in the future!’
‘The Internet has opened up the whole area of managing the customer experience across channels, and it isn’t easy’
Findings... Customer-led Marketing

Findings... Value-driven Strategic Marketing
‘We let customers pick and choose what they want for their money, even within one product – we have to or we’d be left behind’
‘The best way to compete and to make the most money is to build a mutually-beneficial relationship with customers over the long-term. That way you can react to what they want quicker’.
‘Part of our marketing strategy is to work out the value of our different customers and market to them accordingly’.
‘Of course building a brand is important, but we like to try to do that at the individual customer level – just by providing a good service’
‘We let customers pick and choose what they want for their money, even within one product – we have to or we’d be left behind’
‘The best way to compete and to make the most money is to build a mutually-beneficial relationship with customers over the long-term. That way you can react to what they want quicker’.
‘Part of our marketing strategy is to work out the value of our different customers and market to them accordingly’.
‘Of course building a brand is important, but we like to try to do that at the individual customer level – just by providing a good service’

Findings... Channels
‘There are so many ways for customers to get our product now, we don’t know whether we’re coming or going!’
‘Online is one channel and requires certain skills to manage, face-to-face is another that requires different skills, yet we have to present a united front across both’
‘There are so many ways for customers to get our product now, we don’t know whether we’re coming or going!’
‘Online is one channel and requires certain skills to manage, face-to-face is another that requires different skills, yet we have to present a united front across both’

Findings.... Data Driven Marketing
‘Our marketing is built solely on data we have on the market and on customers’.
‘In our business it’s all about the long-term. We just have to track every contact a customer has with us. Technology has helped us to do that and bring it all together. Of course, it’s not perfect, but we know that any slip ups and the customer will feel let down’.
‘Just knowing what customers are doing isn’t enough any more – you need to be able to predict what they’re going to do and we need data mining software skills to do that’.
‘Our marketing is built solely on data we have on the market and on customers’.
‘In our business it’s all about the long-term. We just have to track every contact a customer has with us. Technology has helped us to do that and bring it all together. Of course, it’s not perfect, but we know that any slip ups and the customer will feel let down’.
‘Just knowing what customers are doing isn’t enough any more – you need to be able to predict what they’re going to do and we need data mining software skills to do that’.

Findings.... Online and Offline Integrated Marketing Communications
‘The whole point of us gathering and analysing data on customers is so that we can communicate more effectively and efficiently with them’.
We got some advice on how to make our online presence more ‘social’ and how important that is, and we’re currently thinking about where to go on that’.
‘Online affects offline and offline affects online – we’ve tried hard to makes these different departments in our business talk to each other so that there is a chance for it to feel that way for the customer’.
‘The whole point of us gathering and analysing data on customers is so that we can communicate more effectively and efficiently with them’.
We got some advice on how to make our online presence more ‘social’ and how important that is, and we’re currently thinking about where to go on that’.
‘Online affects offline and offline affects online – we’ve tried hard to makes these different departments in our businesstalk to each other so that there is a chance for it to feel that way for the customer’.

New ‘DNA of Marketing’

Research Outputs - Curriculum

Excellent personal and communication skills

21st Century Careers (JISC, 2009)
Competition for employment in a global knowledge economy
Increased levels of self-employment and portfolio working
Growth of multi-disciplinary teams focused on specific tasks whose members might be physically located anywhere in the world
Life within a networked society
Blurring of boundaries between ‘real’ and ‘virtual’, public and private
Increasingly ubiquitous use of digital technologies.

Employability skills
Employers are seeking high level skills of communication and networking in their potential employees
Today’s students are amenable to the increased use of technology for educational purposes, but the extent of their skills is very variable (Jones and Cross, 2009).
It has been recommended that universities rethink their learning environment to improve digital literacy, among both staff and students (JISC Report, 2009).
Online activities can facilitate a higher level of student participation, creativity and engagement that better meets the needs of employers

Graduate Passport Scheme

Digital Literacy
“Digital literacy is the ability to locate, organise, understand, evaluate, and analyse information using digital technology. It involves a working knowledge of current tools and an understanding of how they can be used”
“The active management of online activities such as collaboration, networking , reviewing, content creation and curation in order to “stand out from the crowd” in today’s job market”
www.lisaharrismarketing.com
www.delicious.com/lisaharris1
www.twitter.com/lisaharris
www.slideshare.net/lisaharris
www.uk.linkedin.com/in/lisajaneharris

Classmates
Friends
Family
Teachers
Experts
Coworkers
Contacts
Video Conferencing
Evaluating Resources
Locating Experts
Microbloging
Scholarly Works
“Life-wide” and “life-long” learning
Synchronous Communication
Information Management
Library/Texts
Instant Messaging
Mobile Texting
Open CourseWare
Subscriptions readers
RSS
Social Networks
Blogs
Wikis
Social Bookmarking
Podcasts
Wendy Drexler (2008)

Southampton PLE Initiatives
Undergraduate Digital Marketing module – development of online communities by student groups using blogs, Twitter, YouTube and Facebook (from 2008, assessed by oral presentation)
Digital Presence Workshops for staff and students from 2009
Student blogs to support personal tutor/tutee relationship from 2009
Integration into Introduction to Marketing and Digital Marketing Communications modules from Sept 2010
Blog, Delicious, Netvibes

Potential scope of the PLE

A student perspective
María José Serres – Natasha Allden

María José Serres
http://www.tinyurl.com/mjserres

María José Serres

Blogs – A Tool for Learning
Ideas
Amalgamation
Sharing
Exploring
Integrating
Natasha Allden
http://www.efolio.soton.ac.uk/blog/na4g10/

Blogs – A Career Gateway
Showcase
History
Future
Networking
An Ongoing Story
Natasha Allden
http://ebusinessjourney.wordpress.com/

#PLE_SOU

Thank you!
Paul Harrigan Lisa Harris
paul.harrigan@soton.ac.ukl.j.harris@soton.ac.uk

School of Management Evening Seminar

by lisa harris on Jan 27, 2011

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