IMB326 Online Marketing and Social Media

6. Purpose is that sense that we are part of something bigger than
ourselves, that we are needed, that we have something better
ahead to work for. Purpose is what creates true happiness.
6

7. 7

9. Porter’s Five Forces Chart

10. Importance of The 5 Forces
Strategize :
* Competitive advantage
* Cost advantage
* Market dominance
* New product development
* Contraction / Diversification
* Price leadership
* Global
* Re-engineering
* Downsizing
* De-layering
* Restructuring
Measure and monitor
strategy effectiveness
What strategy
to use?
Basic knowledge
of business strategy
& forces that influence
the decision making
Industry analysis :
1) Industry relevance
2) Industry players
3) Industry structure
4) Future changes
How to deal with competition?

13. VALUE PROPOSITIONS
 The bundle of products and services that create value for a specific
Customer Segment

14. CUSTOMER SEGMENTS
 Define the different group of people or organizations an enterprise aims
to reach or serve

15. CHANNELS
 How a company communicated with and reaches its Customer
Segments to deliver aValue Proposition

16. CUSTOMER RELATIONSHIPS
 Describes the types of relationships a company establishes with specific
Customer Segments (Customer Acquisition, Customer Retention, and
Boosting Sales/upselling)

17. REVENUE STREAMS
 The cash a company generates from each Customer Segment (cost
must be subtracted from revenues to create earning)

18. KEY RESOURCES
 The most important assets required to make a business model work

19. KEY ACTIVITIES
 The most important things a company must do to make its business
model work

20. KEY PARTNERSHIPS
 The network of suppliers and partners that make the business model
work (Strategic alliance, Coopetition, Joint venture, and Buyer-supplier
relationships)

21. COST STRUCTURE
 Describes all costs incurred to operate a business model
 Cost-driven/Value-driven
 Fixed costs/Variable costs
 Economies of scale/ Economies of scope

27. EXAMPLE:

28. EXAMPLE: LOVE VS. BUSINESSEXAMPLE:

29. EXAMPLE:

30. EXAMPLE:

36. Unique
Coffee
Experience
Fast Coffee

39. ASSIGNMENT 5 : TESTIMONIAL
• Submission: Oct 27th (Fri), midnight
• Grade: 5 marks
• Type: Individual
• Create a testimonial with #RSUEXPERIENCE
41
ASSIGNMENT 6 : KING’S CONTENT
• Submission: Oct 27th (Fri), midnight
• Grade: 10 marks
• Type: Individual
• Create a content regarding King Bhumibol Adulyadej of Thailand to be published on
your page or social media site during the month of October 2017. Your content can be
in any form (VDO clip, Picture, Text). The grade will be allocated based on the quality
of the content and the engagement that the content receive.
• Submit the link of the content that publically post on your page to the excel file
"IMB326.xls" on http://bit.ly/imb326_submission

41. FINAL PROJECT (40%)
43
• Submission:
• Nov 8 : Demo project presentation (10)
• Nov 15-16 : Exhibit at International Bear Garden Festival (5)
• Nov 29 : Final Presentation (30)
• Type : Group of maximum 8 members
• Create Brand (Name, Logo, Identity: Color, Theme etc.)
• Create Facebook Page
• Content and Engagement of the page
• Present your Business Model and Marketing Plan
• Exhibit at International Bear Garden Festival

42. FINAL PROJECT GROUP
Here are the list of 11 groups that got the most vote from today class and will be the
main group for your final project.
GROUP 0 CROWDFUNDED PARTIES (5)
GROUP 2 FIRST PLASTIC FREE UNIVERSITY (15)
GROUP 5 FUTURE MARKET (13)
GROUP 6 EATABLE PACKAGING (8)
GROUP 7 EMOTION CHANGE OUTFIT (5)
GROUP 8 INFLATABLE FLIGHT SUIT (6)
GROUP 9 OUTFIT TRY ON MIRROR (17)
GROUP 11 NO FREE PLASTIC BAG (7)
GROUP 13 FOLD-ABLE BAG (7)
GROUP 18 MALE CONTRACEPTIVE PILL (5)
GROUP 30 PLASTIC SOCKS (8)