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I love marketing visual model 2.0 with Show and Tell examples

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The I Love Marketing Model is a Visual Interactive Knowledge and Mastery Framework that Helps Students Master Fundamental Marketing Concepts. This Show and Tell version 2.0 shows how the concepts are applied to a particular example, in this case, the Ateneo MBA program

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I love marketing visual model 2.0 with Show and Tell examples

  1. 1. www.josephdeungria.com 6 MARKETING Concepts Student Guide for Show & Tell 2.0 Assignment: Sample for Presenting Marketing Concepts Prof. Remigio Joseph A. De Ungria Jr. Ateneo Graduate School of Business as applied in the Ateneo MBA
  2. 2. www.josephdeungria.com Complex concepts are better explained, understood and mastered when transformed to visual images and illustrated with local, relevant, recent examples. This sample has 6 marketing concepts transformed into images and explained using the Ateneo MBA. Concepts are in while applications are in white Professor’s Note
  3. 3. www.josephdeungria.com Each student will be assigned a chapter. To make it easier, Kotler’s original powerpoints are shared with the students. Also, past student works are available. Student has 3 tasks: 1. Select the top 6 concepts to your assigned chapter 2. Create visual images for the concepts to make it easy to remember. (Follow 21 secrets…) 3. Find local, relevant, recent examples per concept. It would be best if all the examples are from the same product, company or industry (in this sample, all examples are about the Ateneo MBA program) Student Assignment: 6 concepts, 6 examples
  4. 4. www.josephdeungria.com In this presentation See how the 21 secrets are applied in the following slides. Forgot the secrets? Go to “www. josephdeungria.com”. Search for 21 Secrets. Or try to click on this link… http://www.josephdeungria.com/2011/08/21-secrets-of-effective-communications.html Reminder: Use the 21 Secrets
  5. 5. www.josephdeungria.com Each Concept is immediately followed by at least 1 example of that concept Note that each concept can have more than 1 example
  6. 6. www.josephdeungria.com The following slides demonstrate how a student submission should look like Take note of the mandatory elements: cover page, outline, 6 concepts & 6 examples, Summary, cover page
  7. 7. www.josephdeungria.com 6 MARKETING Concepts Prof. Remigio Joseph A. De Ungria Jr. Ateneo Graduate School of Business September , 2013 as applied in the Ateneo MBA
  8. 8. www.josephdeungria.com Marketing… 1. Satisfies Needs, Wants & Demands 2. Delivers on 3 Key Result Areas 3. Seizes Opportunities 4. Considers 5 Company Factors 5. Emphasizes Benefits 6. Uses 1 of 4 Generic Winning Strategies Outline Master 6 Key Concepts
  9. 9. www.josephdeungria.com What is Marketing? System of profitably creating value to Satisfy customer needs, wants and demands Better than competition 9 Concept 1
  10. 10. www.josephdeungria.com The fully employed learner has a very specific need. Need Basic necessity Feel deprived if this is absent Self- actualization Example of Concept 1
  11. 11. www.josephdeungria.com The fully employed learner has many choices Need Basic necessity Feel deprived if this is absent Self- actualization Want Given choices, this is what you prefer AGSB, DLSU, AIM Example of Concept 1
  12. 12. www.josephdeungria.com The final choice is determined by demand. Need Basic necessity Feel deprived if this is absent Self- actualization Want Given choices, this is what you prefer AGSB, DLSU, AIM Demand Want that is backed by capacity to pay, ability to access/ reach and structured for ease of use. Segment specific tuition. Accessible location. Night time and weekends. On-line Example of Concept 1
  13. 13. www.josephdeungria.com 3 Strategic Cs correspond to 3 Key Result Areas Customers Company Competition Repeat Sales Profits Market Share Concept 2
  14. 14. www.josephdeungria.com How is AGSB doing vs. KRAs? You’re with us today. – Are you benefitting from the Ateneo brand? – Are you really better? Key performance indicators (KPI) – Enrollment. Share of market vs. other schools – Repeat enrolles. – Finish or graduation rate The AGSB grad 10, 20 years after. Example of Concept 2
  15. 15. www.josephdeungria.com When is there a market opportunity? When a gap exists for customers needs, wants & expectations Between what the company can supply And what competition offers Concept 3
  16. 16. www.josephdeungria.com Regis MBA answered a new want: faster, more interactive Example of Concept 3
  17. 17. www.josephdeungria.com AGSB satellite campuses eliminate a major entry barrier 1. Makati a) Rockwell b) Salcedo 2. Cebu 3. Sta. Rosa, Laguna 4. Subic 5. Lipa, Batangas 6. In-house (ADB) 7. MBA within ASMPH (School of Medicine) campus 2nd Example of Concept 3
  18. 18. www.josephdeungria.com Consider company when analyzing opportunities Company Objectives Resources 5 factors 1 Vision 2 Mission 4 Business Portfolio 3 Goals and Objectives 5 Strategy Concept 4
  19. 19. www.josephdeungria.com Vision sets the general direction for Ateneo Example of Concept 4
  20. 20. www.josephdeungria.com Mission determines specific businesses 2nd Example of Concept 4
  21. 21. www.josephdeungria.com Professional Courses offered are aligned with vision/mission Yes Businessmen Lawyers Doctors Entrepreneurs No Call Center Culinary Arts Nurses Engineers 3rd Example of Concept 4
  22. 22. www.josephdeungria.com Ateneo is focusing limited resources Yes Businessmen Lawyers Doctors Entrepreneurs No Call Center Culinary Arts Nurses Engineers Limited Resources? Next Priority? 3rd Example of Concept 4
  23. 23. www.josephdeungria.com Mktg Mix communication: emphasize benefits! Features – Specs Advantages – What the specs do Benefits Customer: – What’s in it for me? – Wny should I care? 23 www.josephdeungria.com Concept 5
  24. 24. www.josephdeungria.com Communicating features is good Features AV Equipment in Every Ateneo MBA Classroom Example of Concept 5
  25. 25. www.josephdeungria.com Communicating what features can do (advantage) is better Features AV Equipment in Every Ateneo MBA Classroom Advantage No delay in moving equipment. Encourages high impact class discussions Example of Concept 5
  26. 26. www.josephdeungria.com Communicating benefits is BEST (What’s in it for the customer?) Features AV Equipment in Every Ateneo MBA Classroom Advantage No delay in moving equipment. Encourages high impact class discussions Benefit Enhances learning for all Ateneo MBA students Example of Concept 5
  27. 27. www.josephdeungria.com 4 Generic Winning Strategies in Business Low Cost Producer Differentiate Supply & Distribution Niche Leverage Concept 6
  28. 28. www.josephdeungria.com AGSB campuses & programs for the fully employed learner! Low Cost Producer Differentiate Supply & Distribution Niche Leverage AGSB Example of Concept 6
  29. 29. www.josephdeungria.com For short programs- Ateneo CCE For doctors only- ASMPH Low Cost Producer Differentiate Supply & Distribution Niche Leverage CCE & ASMPH AGSB 2nd Example of Concept 6
  30. 30. www.josephdeungria.com Marketing… 1. Satisfies Needs, Wants & Demands 2. Delivers on 3 Key Result Areas 3. Seizes Opportunities 4. Considers 5 Company Factors 5. Emphasizes Benefits 6. Uses 1 of 4 Generic Winning Strategies Summary Master 6 Key Concepts
  31. 31. www.josephdeungria.com 6 MARKETING Concepts Prof. Remigio Joseph A. De Ungria Jr. Ateneo Graduate School of Business September, 2013 as applied in the Ateneo MBA
  32. 32. www.josephdeungria.com 1. This sample showed a different background for concept (blue) and example (white) just for emphasis. Students don’t need to do this (ie. Don’t need to change backgrounds for concepts & examples) 2. Yes, need to label as concept 1, example of concept 1. 3. The minimum requirement is 1 slide each for each of 6 concepts and each of 6 examples. Using more slides , is ok. Answers to Projected FAQs (Frequently Asked Questions)
  33. 33. www.josephdeungria.com 4. What examples to choose? Good : Use local, relevant, recent examples. Foreign brands (like Toyota or Apple) are ok so long as these are commonly used in the Philippines. Better: If all 6 examples are for the same industry (say, graduate education or car industry or telecoms industry) Best: If all 6 examples are for the same product or company (in this demo, used Ateneo MBA) Answers to Projected FAQs (Frequently Asked Questions)
  34. 34. www.josephdeungria.com 6 MARKETING Concepts Show & Tell 2.0 Assignment: Sample for Presenting Marketing Concepts Prof. Remigio Joseph A. De Ungria Jr. Ateneo Graduate School of Business as applied in the Ateneo MBA

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