I love marketing visual model 2.0 with Show and Tell examples

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

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

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

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

Each Concept is
immediately followed by
at least 1 example of that concept
Note that each concept can have
more than 1 example

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

September , 2013

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

What is Marketing?
System of profitably
creating value to
Satisfy customer
needs, wants and demands
Better than competition
9
Concept 1

The fully employed learner
has a very specific need.
Need Basic necessity
Feel deprived if this is absent
Self-
actualization
Example of Concept 1

The fully employed learner
has many choices
Self-
actualization
Want Given choices, this is what
you prefer
AGSB, DLSU,
AIM

The final choice is determined
by demand.
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

3 Strategic Cs correspond to
3 Key Result Areas
Customers
Company
Competition
Repeat Sales
Profits
Market Share
Concept 2

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.

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

Regis MBA answered a new want:
faster, more interactive

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

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

Vision sets the general
direction for Ateneo

Mission determines specific
businesses

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

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

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
Concept 5

Communicating features is
good
Features AV Equipment in Every
Ateneo MBA Classroom

Communicating what features
can do (advantage) is better
Advantage No delay in moving
equipment. Encourages
high impact class
discussions

Communicating benefits is BEST
(What’s in it for the customer?)
Advantage No delay in moving
equipment. Encourages
high impact class
discussions
Benefit Enhances learning for
all Ateneo MBA students

4 Generic Winning Strategies
in Business
Low Cost Producer
Differentiate
Supply & Distribution Niche
Leverage
Concept 6

AGSB campuses & programs for
the fully employed learner!
Low Cost Producer
Differentiate
Leverage
AGSB

For short programs- Ateneo CCE
For doctors only- ASMPH
Low Cost Producer
Differentiate
Leverage
CCE &
ASMPH
AGSB

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

September, 2013

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)

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)

Show & Tell 2.0 Assignment:
Sample for Presenting Marketing Concepts

I love marketing visual model 2.0 with Show and Tell examples

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Similar to I love marketing visual model 2.0 with Show and Tell examples

Similar to I love marketing visual model 2.0 with Show and Tell examples (20)

More from Ateneo Graduate School of Business

More from Ateneo Graduate School of Business (20)

Recently uploaded

Recently uploaded (20)

I love marketing visual model 2.0 with Show and Tell examples