MARKETING GEOGRAPHY THROUGH GEOGRAPHY EDUCATION Arkadiusz Głowacz University of Lodz & British International School of the University of Lodz GTE Conference, Manchester, 22-24 January 2016

Geomarketing Marketing Geography RATIONALE GEOGRAPHY Geomarketing Marketing Geography

ASSUMPTION Geography Inc.: a global, multi-national corporation involved in Earth sciences business. Extremely decentralised structure Representatives in every single country in the world (!)

But what about things like vocation, mission, LIMITATIONS If you have money, you can buy anything, including knowledge. Education or teaching is nothing but another service on the market, just like car washing. But what about things like vocation, mission, human subjectivity, common good?

GEOGRAPHY INC. Structure PRODUCT QUALITY Reviewers Journals Commissions CUSTOMERS Pupils Students Parents SALES Teachers PRODUCTION Universities Researchers MARKETING & SALES Teacher educators Educational researchers SOCIETY Curriculum – product specification Textbook – a catalogue Pedagogy – selling techniques

PRODUCTION + … http://www.topuniversities.com

MARKETING & SALES DEPARTMENT The outcomes of research in and relevant to geography education are to: ”provide and distribute evidence and/or conceptually robust arguments and practices that will improve the quality of geography education in national settings and internationally” We need to undertake research in order to improve the effectiveness of our sales? IGU CGE International Declaration on Research in Geography Education

MARKETING & SALES DEPARTMENT The outcomes of research in and relevant to geography education are to: „encourage a ‘research orientation’ among geography teachers and educators that enables reflective and critical engagement with habitual practices and a professional habit of mind that demands improvement in the quality of geography education” We need to make our representatives think critically on what and how they are doing. IGU CGE International Declaration on Research in Geography Education

MARKETING & SALES DEPARTMENT The outcomes of research in and relevant to geography education are to: „strengthen the scientific status of geography education and consolidate it as an area of knowledge by developing and reinforcing working networks among researchers and educators” We need to intensify the cooperation of different marketing departments to make the management appreciate our role in the corporation. IGU CGE International Declaration on Research in Geography Education

FOCUS ON THE PRODUCT F1 F2 F3

NEW SALES STAFF TRAINING Students who are convinced that their choice was good are more motivated Motivated students are more active in their studies and become self-confident professionals Successful graduates are better teachers and transfer positive opinions back to candidates Positive opinions from geography graduates convince candidates & students that their choice was good CYCLE OF SUCCESS

BRAND STRATEGY Brand visibility Demographers Economists Sociologists Climatologists Hydrologists etc. Experts speaking!

SOCIETY THE WEAKES LINK ? CUSTOMERS Pupils Students Parents PRODUCT QUALITY Reviewers Journals Commissions CUSTOMERS Pupils Students Parents SALES Teachers PRODUCTION Universities Researchers MARKETING & SALES Teacher educators Educational researchers SOCIETY Curriculum – product specification Textbook – a catalogue Pedagogy – selling techniques

SALES STUFF INERTIA vs TEACHER`S GEOGRAPHY STUDENT`S EXPERIENCE The salesperson wants the customers to buy the same product as decades ago… …and is trying to sell it in the same way as before

SELLING Cognitive stage Affective stage Behavioral stage Unaware of the product Awareness Knowledge Liking Preference Conviction Purchase Cognitive stage Stages of decision making by a customer Affective stage Behavioral stage Source: Dolan R.J., Integrated Marketing Communications, HBS Note #9-599-087

A PERFECT SALESPERSON TIP of the DAY: You should always hire a good salesperson that understands people and knows how to move your product quickly and efficiently. www.businessdictionary.com Law #1: Keep your mouth shut and your ears open Law #2: Sell with questions, not answers Law #3: Pretend you're on a first date with your prospect Law #4: Speak to your prospect just as you speak to your family or friends Law #5: Pay close attention to what your prospect isn't saying Law #6: If you're asked a question, answer it briefly and then move on Law #7: Only after you've correctly assessed the needs of your prospect do you mention anything about what you're offering Law #8: Refrain from delivering a three-hour product seminar Law #9: Ask the prospect if there are any barriers to them taking the next logical step Law #10: Invite your prospect to take some kind of action http://www.entrepreneur.com

CONCLUSION Geographers and geography teacher educators should take advantage of the know-how possessed by marketing specialists to move their product quickly and efficiently as both the customers and the product deserve it. Thank you for your attention!