Marketing concepts, as explained by world-renowned marketing guru Philip Kotler, are meaningful only if these are translated and personalized by students. This marketing exercise forces students to think about concepts, transform these so that it becomes understandable to them, and personalize it so that it becomes easy to remember. For marketing management classes at the AGSB of Prof. Remigio Joseph De Ungria

1. Translating &
Personalizing
Philip Kotler
A Marketing Exercise on Communications
Vcoach Bong De Ungria
April 2011

2. Outline:
Personalizing Kotler
1. Why? Professor’s Note
2. What? Student Guide
3. How? The Assignment
Part 1: Sample Execution for 2 concepts
Part 2: Annotations/ Explanations
Recommendation

3. 1. Professor’s Note
Marketing concepts, as explained by world-renowned
marketing guru Philip Kotler, are meaningful only if
these are translated and personalized by students.
This marketing exercise forces students to think about
concepts, transform these so that it becomes
understandable to them, and personalize it so that it
becomes easy to remember.
This exercise also requires student to apply their
learnings from the “21 steps to powerful
communication” lecture.
http://www.slideshare.net/josephdeungria/21-steps-for-effective-communications-v53

4. 2. Guidelines to students
1. Use the downloadable powerpoint template at
http://www.slideshare.net/josephdeungria/top-10-concepts-and-examples-downloadable-template-2011
2. Change bottom logo to your website url.
3. Upload in your blog. Put link in Facebook.
4. Email to vcoach.serves@gmail.com (MUST!)
5. Select 10 concepts slides only from the Kotler
handouts given in the class.
6. Follow this 2 component sequence for each of the
top 10 concepts: (Concept, Concept Examples which
may be 1 or more slides)

5. Outline:
Personalizing Kotler
1. Why? Professor’s Note
2. What? Student Guide
3. How? The Assignment
Part 1: Sample Execution for 2 concepts
Part 2: Annotations/ Explanations
Recommendation

6. TOP 10 Learning Concepts
Ch 17: Designing and Managing
Integrated Marketing Communications
Bong De Ungria
March 2011

7. Outline: Top 10 Concepts of Integrated Marketing Communicaitons
To communicate Effectively:
1. Manage 8 Process Elements
2. Mix 8 Modes to Build Brands

8. Concept 1:
Must Manage 8 Elements
of Communication Process
MESSAGE
SENDER ENCODING MEDIA DECODING RECEIVER
NOISE
FEEDBACK RESPONSE
Reference: Philip Kotler’s, Marketing Management, 13th Edition

9. Concept 1:
Companies need, want to
communicate to customers.
Company Customer
MESSAGE
SENDER ENCODING MEDIA DECODING RECEIVER
NOISE
FEEDBACK RESPONSE
8 Elements in the Communication Process, From Philip Kotler’s, Marketing Management, 13th ed.
9

10. Concept 1:
Companies need to choose the
right media and message
TV, radio,print, Below-the-line
Company Customer
MESSAGE
SENDER ENCODING MEDIA DECODING RECEIVER
NOISE
FEEDBACK RESPONSE
8 Elements in the Communication Process, From Philip Kotler’s, Marketing Management, 13th ed.
10

11. Concept 1:
Competitive clutter is the noise
that interferes with your message
TV, radio,print, Below-the-line
Company
Customer
MESSAGE
SENDER ENCODING MEDIA DECODING RECEIVER
NOISE
Competition
FEEDBACK RESPONSE
8 Elements in the Communication Process, From Philip Kotler’s, Marketing Management, 13th ed.
11

12. Concept 1:
If customers believe your
message, they respond & buy.
TV, radio,print, Below-the-line
Company Customer
MESSAGE
SENDER ENCODING MEDIA DECODING RECEIVER
Customer Decision:
To buy or not to buy
NOISE
Competition
FEEDBACK RESPONSE
8 Elements in the Communication Process, From Philip Kotler’s, Marketing Management, 13th ed.
12

13. Concept 1:
Customer satisfaction can be
measured formally & informally
TV, radio,print, Below-the-line
Company Customer
MESSAGE
SENDER ENCODING MEDIA DECODING RECEIVER
Customer Decision:
To buy or not to buy
NOISE
Competition
Word of
Mouth & FEEDBACK RESPONSE
Surveys
8 Elements in the Communication Process, From Philip Kotler’s, Marketing Management, 13th ed.
13

14. Outline: Top 10 Concepts of Integrated Marketing Communicaitons
To communicate Effectively:
1. Manage 8 Process Elements
2. Mix 8 Modes to Build Brands

15. Concept 2:
4 Modes of Mass Communication=
talking to many
Mass
1. Sales Promotion
2. Advertising
3. Public Relations
4. Events and
Experiences

16. Concept 2:
21st century marketing uses 4
modes of personal communication
Personal
1. Direct Marketing
2. Interactive Marketing
3. Personal Selling
4. Word of Mouth

17. Concept 2: Integrated Marketing Communications
To build brands,
Mix & Match 8 communication modes
Mass Personal
1. Sales Promotion 1. Direct Marketing
2. Advertising 2. Interactive Marketing
3. Public Relations 3. Personal Selling
4. Events and 4. Word of Mouth
Experiences

18. Summary: Top 10 Concepts of Integrated Marketing Communicaitons
To communicate Effectively:
1. Manage 8 Process Elements
from Sender to Receiver
2. Mix 8 Modes to Build Brands
Use Mass & Personal Communication

19. TOP 10 Learning Concepts
Ch 17: Designing and Managing
Integrated Marketing Communications
Bong De Ungria
March 2011

20. Outline:
Personalizing Kotler
1. Why? Professor’s Note
2. What? Student Guide
3. How? The Assignment
Part 1: Sample Execution for 2 concepts
Part 2: Annotations/ Explanations
Recommendation

21. TOP 10 Learning Concepts
Ch 17: Designing and Managing
Integrated Marketing Communications
Note use of elements of a
cover page: name, title,
Picture, date,
Bong De Ungria format elements
March 2011

22. Outline: Top 10 Concepts of Integrated Marketing Communicaitons
To communicate Effectively:
1. Manage 8 Process Elements
2. Mix 8 Modes to Build Brands
Must have descriptive
Outline covering all top 10
Concepts.
This example only shows
2 concepts

23. This is the original Kotler
slide! This is a slide in Kotler handouts
distributed in class. Use only
Slides from the handouts. You don’t
Need to show this in your report.
From Philip Kotler’s, Marketing Management, 13th Edition

24. Concept 1:
Must Manage 8 Elements
of CommunicationtheProcess
This is concept transformed.
following the “21 Steps to Power
Presentations “. Notice (1) Red,
complete headline on top
(2) Citation/ Reference at bottom
MESSAGE
SENDER ENCODING MEDIA DECODING RECEIVER
NOISE
FEEDBACK RESPONSE
Reference: Philip Kotler’s, Marketing Management, 13th Edition

25. Explanation of the
transformed concept
Next series of slides shows how
The previous marketing concept is
explained with pictures and examples
Note how the red headline changes to
narrate what’s happening in each slide

26. Concept 1:
Companies need, want to
communicate to customers.
Company Customer
MESSAGE
SENDER ENCODING MEDIA DECODING RECEIVER
NOISE
FEEDBACK RESPONSE
8 Elements in the Communication Process, From Philip Kotler’s, Marketing Management, 13th ed.
26

27. Concept 1:
Companies need to choose the
right media and message
TV, radio,print, Below-the-line
Company Customer
MESSAGE
SENDER ENCODING MEDIA DECODING RECEIVER
NOISE
FEEDBACK RESPONSE
8 Elements in the Communication Process, From Philip Kotler’s, Marketing Management, 13th ed.
27

28. Concept 1:
Competitive clutter is the noise
that interferes with your message
TV, radio,print, Below-the-line
Company
Customer
MESSAGE
SENDER ENCODING MEDIA DECODING RECEIVER
NOISE
Competition
FEEDBACK RESPONSE
8 Elements in the Communication Process, From Philip Kotler’s, Marketing Management, 13th ed.
28

29. Concept 1:
If customers believe your
message, they respond & buy.
TV, radio,print, Below-the-line
Company Customer
MESSAGE
SENDER ENCODING MEDIA DECODING RECEIVER
Customer Decision:
To buy or not to buy
NOISE
Competition
FEEDBACK RESPONSE
8 Elements in the Communication Process, From Philip Kotler’s, Marketing Management, 13th ed.
29

30. Concept 1:
Customer satisfaction can be
measured formally & informally
TV, radio,print, Below-the-line
Company Customer
MESSAGE
SENDER ENCODING MEDIA DECODING RECEIVER
Customer Decision:
To buy or not to buy
NOISE
Competition
Word of
Mouth & FEEDBACK RESPONSE
Surveys
8 Elements in the Communication Process, From Philip Kotler’s, Marketing Management, 13th ed.
30

31. Outline: Top 10 Concepts of Integrated Marketing Communicaitons
To communicate Effectively:
1. Manage 8 Process Elements
2. Mix 8 Modes to Build Brands
This is a transition slide
That provides visual cue
On what part of the
Presentation is next

32. Here is a 2nd set of original
Kotler slides.
From Philip Kotler’s, Marketing Management, 13th Edition
Note again Citation/ Reference at bottom

33. Translation &
Personalization
Next series of slides shows how
The previous marketing concept is
explained with pictures and examples
Note how the red headline changes to
narrate what’s happening in each slide

34. Concept 2:
4 Modes of Mass Communication=
talking to many
Mass
1. Sales Promotion
2. Advertising
3. Public Relations
4. Events and
Experiences

35. Concept 2:
21st century marketing uses 4
modes of personal communication
Personal
1. Direct Marketing
2. Interactive Marketing
3. Personal Selling
4. Word of Mouth

36. Concept 2: Integrated Marketing Communications
To build brands,
Mix & Match 8 communication modes
Mass Personal
1. Sales Promotion 1. Direct Marketing
2. Advertising 2. Interactive Marketing
3. Public Relations 3. Personal Selling
4. Events and 4. Word of Mouth
Experiences

37. Summary: Top 10 Concepts of Integrated Marketing Communicaitons
To communicate Effectively:
1. Manage 8 Process Elements
from Sender to Receiver
2. Mix 8 Modes to Build Brands
Use Mass & Personal Communication
See original outline slide.
Note how summary slide has
Slightly more details to
Recap what was discussed.

38. TOP 10 Learning Concepts
Ch 17: Designing and Managing
Integrated Marketing Communications
Bong De Ungria Final Slide must
Must:
Be cover page
March 2011

39. Recommendation:
Use the 2011 guide and
template
Go to www.josephdeungria.com
On search box, type “translating Kotler”
Use the 2011 downloadable powerpoint template
posted above or go straight to slideshare
http://www.slideshare.net/josephdeungria/top-10-concepts-and-examples-downloadable-
template-2011

40. Summary:
Personalizing Kotler
1. Why? Make concepts relevant to you
2. What? Use this guide
3. How? The Assignment
Part 1: Sample Execution for 2 concepts
Part 2: Annotations/ Explanations
Recommendation

41. Translating &
Personalizing
Philip Kotler
A Marketing Exercise on Communications
Vcoach Bong De Ungria
April 2011