STUDYING MARKETING & OPERATIONS MK1HO2C Lecture 1 Updated 10/9/07

Key learning objectives 1. Students at the end of the lecture will have an appreciation of key study skills. 2. By the end of the lecture students will have an appreciation of key graduate skills.

Aim of lecture 1. To introduce students to learning in higher education. 2. To highlight the key skills needed in order to be an effective learner 3. To link learning skills to graduate skills and employability

1. Coca-Cola 2. Microsoft 3. IBM 4. GE 5. Nokia 6. Toyota 7. Intel 8. McDonalds 9. Disney 10. Mercedes 65,324 58,709 57,091 51,569 33,696 32,070 30,954 29,398 29,210 23,568 Top 10 Global brands Source: Interbrand /BusinessWeek 10 September 2007 BRAND BRAND VALUE $millions

What employers want from Graduates Communication and interpersonal skills Organisational skills Self motivation The ability to work as part of a team Problem - solving ability

Employer satisfaction with Graduate skills Source:AC Neilson Research services Feb 2000 Most commonly cited areas of dissatisfaction Lack of communication skills Lack of interpersonal skills Lack of business practice Lack of problem solving ability Lack of creative flair

So how does this relate to studying for my degree? (Source : University of Hertfordshire Graduate skills Menu 1999) Communication Interpersonal Intellectual Practical /applied Marketing/operations Knowledge/ understanding Marketing/ operations specific Generic Self Management

Intellectual skills Intellectual skills : Allow you to make sense of marketing and business operations information you are exposed to and use it for a variety of purposes. EXAMPLE: Problem solving Sales in low fat yogurt have been decreasing in the last two years what might a marketer do about this.? EXAMPLE: Memorising and recalling What do the 4 Ps in the marketing mix stand for ? EXAMPLE: Analysing Using PEST as a tool for analysis explain how they can be used to account for the fall in Marks & Spencer clothing range. EXAMPLE: Questioning Why have Dell been so successful in their distribution of computers ?

Practical /Applied Practical /Applied: This is information gathering, handling and evaluation. These are used to enhance your understanding of marketing and business operations. EXAMPLE: Information gathering and evaluation Information :Research from BMRB International % year olds are high spenders on online shopping year olds with incomes of more than £50,000 are more likely to be internet users. Evaluation: Big internet spenders are time -poor, cash rich group. A highly attractive segment for an e-retailer.

Communication Communication : The process whereby information is shared in the from of knowledge, meaning & feelings. Communication informally/formally requires a range of skills Speaking listening reading writing non-verbal graphic

Interpersonal Interpersonal skills : Involves an understanding & appreciation of individual differences. It also involves using those differences to your best advantage.Usually to achieve an objective. Involves a number of skills Managing people and resources assertiveness teamwork negotiating emphasizing network

Self- management skills Essential skills for an effective learner or marketing/business operations practitioner. Sometimes referred to as ‘Learning to learn skills’ or ‘personal skills’ Self assessment Self reflection self confidence self -discipline engagement adaptability responsibility time management organizing career awareness

Managing your learning Your path to the most effective learning is through knowing yourself your capacity to learn Understanding the processes you have successfully used in the past Interest and knowledge in the subject You need to recognize your own strengths and weakness. You will be more effective if you recognize your strengths and improve on your weaknesses.

Where does teaching and learning take place? Teaching and learning methods Lecture Seminar Group work Personal study time Reading Library research Information gathering and evaluating

So what study skills do I need to be effective? Time management Good note taking & use of notes Working in a groups Reading effectively Academic writing skills Presentation skills Learning from feedback Remembering & understanding Coping with exams and tests

So why worry about study skills? In order to be a successful happy student you need to maximize your learning to be: EFFECTIVE EFFICIENT & ENJOYABLE