This document outlines the agenda for a marketing principles and concepts course consisting of 5 modules. Module 1 will focus on key principles of customer acquisition and cover topics like the evolution of marketing, challenges in the 21st century business environment, the marketing audit process, goals of marketing, and analyzing market opportunities through frameworks like PESTLIED, Porter's 5 Forces, and the product lifecycle. It will be the longest module and include homework assignments on analyzing market opportunities.

1. Part 1

2. Module 1
Marketing
Principles and
Concepts

3. Agenda – Full Course
• Module 1: Key principles of customer acquisition.
(Longest module)
• Module 2: Marketing tactics and activities. (The 4 Ps)
• Module 3: Brands and Branding
• Module 4: Customer analysis. Marketing against
competitors
• Module 5: Customer retention, loyalty and growth
• Examination: 2.5 hours, open book
• Assignment: Analyse current marketing situation

4. Agenda: Module 1
• The evolution of marketing and customer management
• Why are we here? The environment of 21st century
business.
• Challenges: 10 broad principles
• The marketing audit
• The marketing process – 5 key goals
• Introduction: definitions and principles
• Why companies market
• B2B and B2C (and P2P?)
Will all
come

5. Agenda: Module 1 (Ctd.)
• Analysing Market opportunities (Lots of Homework)
• Macro environment (PESTLIED)
• Customers, suppliers, competitors, other stakeholders
• Porter’s Model of Industry Competitiveness
• The product life cycle – PLC
• The GE Grid of industry attractiveness and strengths
• Porter’s Model of Generic Strategies
• Analysing buying behaviour
• Segmentation, targeting and positioning (STP).
Differentiation

6. Fast
Recovery?
Slow
Recovery?
No
Recovery?
Where is your business going?
Today
2012 2015 2020 2025
Sept 2008

7. Nouriel Rubini, the world’s
“pessimistic economist”
“We've got a long way to go
through the valley of the shadow
of debt before emerging into
daylight.”

8. Can a good company become a great company at any point in
time, or does it inherit its history?
It is possible to identify a “strategic
inflection point” when this happens.
Some make the change successfully.
Most don’t manage to sustain it
But most importantly, winners share
a number of common characteristics

9. There seems to be a
framework that can be applied
to achieving greatness – but it
must be conscientiously
applied
“Greatness is largely a matter
of conscious choice” (Collins)
But one thing seems to stand up above all others in remarkable
companies

10. The key implication is that there are
no magic cures…
There seems to be no defining
action, no grand programme, no
killer innovation, no solitary lucky
break, no miracle moment, no grand
restructurings.
In fact, many winners only identify
the transformation point when they
look backwards

11. World of
business
in turmoil
today!

13. Why Businesses Decline
Their customers leave them…
or they leave their customers
Leads to a scarcity of customers…
and falling revenues
And why do customers leave?
• Poor quality, high defect rates, deficient service
• Lack of understanding of customers’ needs
• Inadequate/inappropriate marketing/sales effort
• Many more competitors and choices…
Richard Tedlow

14. “We are competing with everyone from
everywhere for everything”

15. But the “new” stuff just doesn’t work anymore!
We thought that the good times would last forever…

16. …All the way to India & China
Very few businesses have not been affected by
the global recession

17. The Economist, 11 February 2011

18. What can Apple
learn from
?

19. Our Iceberg is melting!
And we don’t even know it’s happening!

20. “ All companies
fail. It’s just a
question of
when”

21. What is the 21st Century
Business Environment?
And who are the 21st
Century Customers?

22. •Oil and energy prices
•Power, water & food
shortages everywhere
•Strikes, protest & riots
•Political turmoil, wars
death & destruction
•Inflation, recession and
business failures
•Stock markets in freefall

26. 1998 – 1.44m kids enrolled in school (1.70 m in 1995)
2009 – 580 000 wrote matric
334 000 passed
83 000
U.E.
Just over 5m taxpayers - 17m people on welfare
R28 000 000 000!
(2014)
Spent R60bn+ on arms – but only
R4bn to upgrade schools
That’s about
980 000 000
Happy Meals!

27. “Eskom blackouts cost South Africa R80
billion per month, (March 25, 2015.)
Power cuts implemented by Eskom costs South
Africa's economy between $1.7 billion (R20
billion) and $6.8 billion (R80.1 billion) a
month, Reuters has reported.”

28. The response?
And more
government,
more laws, less
freedoms … and
less money

30. We desperately want More
heroes!
And look where they are coming from!

32. The trust deficit
We don’t even trust the news anymore…

35. Collection and use (“mining”) of data
Big Brother is already watching you!
But a sense of helplessness because we don’t like it that
we don’t understand what’s in “the black box”
installs a cookie on your computer…

36. MWeb also gives faster speeds at the beginning of
the month rather than at the end

37. This is how most citizens &
customers feel today!

38. Which makes this understandable…

39. Corporate complexity…
and stupidity!

42. The Russians used…

43. Who approved this?