Seminar 9 Managing Marketing Processes

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Ninth and final seminar for my Managing Marketing Processes course in the MGM program at the Stockholm School of Economics, http://www.hhs.se/EDUCATION/MSC/MSCGM/Pages/default.aspx

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  • Tieto Enator Vision: - The world's leading provider of high-value-added IT services in selected vertical markets Strategy: - Global leverage of vertical expertise - Solutions - Partnerships Mission: - Building the Information Society Values: - Customer benefit & Personal growth Banking & Insurance   IT services for banking, finance and insurance  Telecom & Media   IT services for telecom and media industry Healthcare & Welfare IT services for healthcare and welfare Government, Manufacturing & Retail IT services for central and local government, manufacturing, retail and logistics Forest & Energy   IT services for forest and energy industries Processing & Network   End-to-end processing and network services
  • Seminar 9 Managing Marketing Processes

    1. 1. Seminar 9 Managing Marketing Processes --- Project Presentations: Integrating Theory with Practice Robin Teigland Master of General Management Stockholm School of Economics September 26, 2013
    2. 2. Seminar 9 Overview  Presentations  Exam “hints” 2
    3. 3. Presentation Schedule Present Feedback Dragon Mojitos Operation Brahma Transformers Mojitos Peak Performance Orange Dragon Transformers Orange Peak Performance Operation Brahma 3
    4. 4. 4 Final Presentation – 25 minutes max per Project  Each team has 10 min max to present its Change Project  Purpose and rationale for change  Use of tools, e.g., stakeholder analysis, risk analysis, etc.  Measuring impact and preliminary results  Plan for moving forward  Lessons learned  One team leads feedback to Presenting Team for 10 min max  What has the team done well?  What would you have done differently?  How well does the measurement fit the change initiative?  What should the team think about when going forward?  Promote learning and advancing the project: “Assess, Challenge, Support”  Sponsors and faculty will then provide further comments
    5. 5. Feedback  Should add value to Team’s presentation content and preparation of Marketing Plan.  Include a summary of main points made by other students during presentation today.  Focus on both strengths and weaknesses primarily regarding content, and less on communication style.  MS Word Doc (max 3 pages) format – can be in bullet point form.  Can include pictures taken during presentation.  Co-write feedback within your team during presentation.  Upload Feedback to Courseweb and email to respective team by September 27, 17:00. 5
    6. 6. Seminar 9 Overview  Presentations  Exam “hints” 6
    7. 7. 7 Intended learning outcomes  Demonstrate understanding of how marketing theory and practice can benefit an organization by creating and delivering value to its customers and stakeholders.  Demonstrate ability to gather, critically evaluate, and analyze relevant information using marketing frameworks to make decisive recommendations for action in a given marketing situation.  Accurately identify marketing challenges, create strategic solutions, and recommend effective tactical plans that demonstrate your knowledge of integrated marketing concepts and your appreciation for the inherently strategic nature of contemporary marketing and for the role marketing plays in business strategy and performance.  Show awareness and sensitivity for the global and fast-paced nature of marketing and markets.  Demonstrate oral and written communication skills by using persuasive and evidence-based arguments in support of well-grounded management actions.  Demonstrate team management by producing professional reports and presentations developed through team collaboration.
    8. 8. What is Marketing? Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.
    9. 9. What is Marketing Management? Marketing management is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-9
    10. 10. 10 What are the tasks of a Marketing Manager?
    11. 11. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 2-11 What is a Marketing Plan? A marketing plan is the central instrument for directing and coordinating the marketing effort. It operates at a strategic and tactical level. McDonald, M. (2006) Strategic Marketing Planning: Theory and Practice, The Marketing Review, 6, 375-418.
    12. 12. Some core concepts and frameworks  PESTEL  5-forces  Mission, vision, values  Business strategy  Business model  SWOT analysis  Strategy hierarchy  Core competencies  Resources  Capabilities  Value chain  Supply chain  Marketing system  Market orientation  Marketing planning  Market research  Needs, wants, and demands  Segmentation, targeting, positioning  Offerings and brands  Marketing Mix 4 Ps – product, price, promotion, place  Packaging  Product life cycle  Brand  Word of mouth  Direct marketing  Co-creation  Social media

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