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

2. Geomarketing Marketing Geography
RATIONALE
GEOGRAPHY
Geomarketing Marketing Geography

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

4. 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?

5. 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

6. PRODUCTION + …

7. 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

8. 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

9. 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

10. FOCUS ON THE PRODUCT F1 F2 F3

11. 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

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

13. 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

14. 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

15. 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 #

16. 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.
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

17. 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!