The document outlines a seminar for a principles of business marketing course. The seminar aims to help students understand how to put marketing at the heart of an organization. Students will take on the role of a consultant hired to present recommendations to a company's board of directors. The presentation should include: an overview of the company and its strategy, the role of the organization in society, and how the organization can better meet consumer needs. The seminar will guide students through discussing each topic area and receiving feedback to help structure their recommendations for the board.

1. Principles of Business: Stage 2 Marketing
Seminar:
Putting Marketing at the Heart of an
Organisation
Topic Number:1

2. Overview
In this first lecture, you are put in the driving seat to help an
organisation of your choosing with their marketing strategy. The
CEO has hired you to help the company better understand a
number of key things relating to marketing. He has asked you to
articulate the following:
• Present an overview of the company and strategy.
• The role of the organisation in the wider society.
• Explain how the organisation can become more market
oriented and develop products that meet consumers needs.
He would like you to put together a 10 min presentation that you
will deliver to the board of directors of the company.

3. 3
Learning outcomes of this seminar
• Define the role of marketing within society.
• Describe how they go about using each of the components
of the marketing mix.
• Highlight what you believe to be their planning process.
• Be able to make recommendations on how the organisation
can be more appealing to their target audience.

4. Agenda for this seminar
Present an overview of the company, strategy and external operating
environment.
Describe the role of the organisation in society.
Explain how the organisation can become more market-oriented and
develop products that meet consumers needs.

5. Structure for the session
You will have
15 minutes to
discuss each
question.
We will have a
de-brief at the
end of each 15
minutes to hear
your thoughts
on each area.
Feel free to ask
questions but
please do not
have separate
conversations.
‘we are all in
this together’!

6. Present an overview of
the company, strategy
and external operating
environment

7. Structuring the Problem
Operating
Environment
Company
Operations
Company
Strategy
&
Structure
Consider
each in turn

8. External Operating Environment:
Killer Questions
What industry
does the business
operate in? What
are the major
trends?
Who are the key
competitors? Are
there any viable
substitutes?
Who are the
target
customers?
What are the
typical products
and services?

9. External Operating Environment:
Consider key trends

10. External Operating Environment

11. Description of Company and Strategy:
Killer Questions
What is their
mission/vision?
What are their key
strategic pillars to
achieve their
mission/vision?
Describe their
organisation
structure.
How do they gain a
competitive
advantage from their
competitors?

12. Description of Company and Strategy:
Overview

13. Description of Company and Strategy:
Strategy

14. Description of Company and Strategy:
Organisation Structure

15. The role the
organisation plays in
wider society

16. Explaining the basic utilities of the organisation

17. What value add does it bring to society?

18. What value add does it bring to society?
Source: Communication Director Website and WRSC

19. Explain how the
organisation can
become more market
oriented and develop
products that meet
consumers needs

20. Overview of market orientation
Source: Equerry.com

21. Everyone in the organisation is part of the
solution

22. Creating the right structures in the organisation

23. Organisational coordination is key
Source: Dilbert.com

24. Testing the product is also critical

25. Appendix – Sources for illustrations
Slide 9&10:
www.metricstream.com
Slide 12:
www.onlineleadsinc.com
Slide 13, 16, 17:
www.emeraldinsight.com
Slide 12:
www.grameenbank.com &
www.wikipedia.org
Slide 21 and 22:
www.strategic-planet.com

26. End of Seminar
Note: This recording is for your
personal use only and not for further
distribution or wider review.
© Pearson College 2013