Mmi marketing intro


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  • MARKETING PROCESS Within an organization, the marketing process begins at the strategic planning level and then moves to the planning and implementation stages in each area of the company. Analyze market opportunities - Identify target customers, understand their needs, and know your competition Develop a marketing strategy - Brainstorm new product ideas; define their competitive edge (that is, the main reasons customers should buy your products instead of your competitors'), and test-market your ideas Create a marketing plan - Decide how you'll position, price, and promote a product; which distribution channels you'll use, etc Put your marketing strategy into action - Prepare for surprises and disappointments and incorporate feedback and controls into the implementation process. Evaluate the effectiveness of your marketing strategy - Adjust it accordingly.
  • Mmi marketing intro

    1. 1. Marketing and Communication in Media Body of knowledge
    2. 2. Introduction – Course Importance <ul><li>&quot;Because the purpose of business is to create a customer, the business enterprise has two--and only two--basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs. Marketing is the distinguishing, unique function of the business.“ </li></ul><ul><li>Peter Drucker , The Practice of Management </li></ul><ul><li>Marketing Communication is critical to any business optimum functioning, being the most efficient instrument in promoting your company, your products and services. It is the key of understanding that integrates the players of a market (organizations, clients, suppliers, etc) from top to bottom, bottom to top, and side to side. </li></ul>
    3. 3. Introduction – Course Goals <ul><li>After this course, students will be able to: </li></ul><ul><li>Understand the importance of marketing and communication within the media business process </li></ul><ul><li>Create a marketing orientation in your group or firm </li></ul><ul><li>Understand the major marketing techniques and strategies </li></ul><ul><li>Plan effective marketing programs, advertising campaigns, and sales promotions </li></ul><ul><li>Develop an explicit marketing plan as integrated part of the companies business strategic plan </li></ul><ul><li>Understand the importance of marketing communication, as a complex mix between advertising, direct sales, sales promotions, public relations, direct marketing, etc </li></ul>
    4. 4. What is Marketing? <ul><li>… The science ant the art of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individuals' and companies' goals </li></ul><ul><li>Marketing starts with the organization's mission: </li></ul><ul><ul><li>How does it define itself </li></ul></ul><ul><ul><li>What are its goals </li></ul></ul><ul><ul><li>Who are its customers </li></ul></ul><ul><ul><li>How does it intend to fulfill its mission </li></ul></ul>
    5. 5. What is the Mission of Marketing? <ul><li>To sell any and all products of a company, whomever and to everybody </li></ul><ul><li>To create products/services as a response to well defined needs of well defined markets </li></ul><ul><li>To improve the life standards all over the world </li></ul>
    6. 6. Marketing Process Evaluate the effectiveness of your marketing strategy Create a marketing plan Analyze market opportunities Develop a marketing strategy Put your marketing strategy into action
    7. 7. Course Structure <ul><ul><li>Marketing and Communication </li></ul></ul>II. Defining Marketing Orientation III. Develop Marketing Strategy <ul><li>Analyze Market Opportunities </li></ul>V. Marketing Plan Implementation IV. Develop Marketing Plan VI. Controlling Marketing Process