2. MARKETING MANAGEMENT
Session 1
Course Facilitator
Kashif Mahmood

4. WHY BCS/BSIT/BSSE

5. My Expectations

6. Contact Details +92-321-7707702 kashif.mahmood@superior.edu.pk
@ kashigee2005

7. What we are going to do today?
Introduction to the module
Introduction to Marketing

8. Introduction to the Module
Key Aims
Key Learning Outcomes
Understand the fundamentals and core concepts of business marketing.
To understand the major elements of marketing process, including the influence of external environment.
Understanding the difference between theory and practice of marketing activities.
Understand the concept of marketing mix and its application in traditional and novel environments characterized by emerging information and communication technologies
Understand the difference of application of marketing tools while working in local and global markets.
Create a blend of customer driven marketing strategies including new product development, customized pricing, and integrated marketing communication and distribution management system in order to create and implement a cohesive solution with holistic perspective.
Understand, develop and execute a marketing plan.
Comprehend and apply the concept of business portfolio analysis through GE Matrix, BCG Matrix, Ansoff Model, Porter Five Forces Model and Value Chain Model.
Understand the use of marketing activities for improved business performance and firm’s profitability

9. Teaching learning methodologies
Teaching cum training sessions (action learning)
Presentations
Assignments
Reflective logs
Meeting the Marketing Managers
Field trips

10. Assessments 20% 70% 10% Assessments Evaluation Criteria MIDTERM
Case Study Writing
20%
FINAL TERM
Marketing Plan
70%
Presentation
10%

11. Do’s and Don’ts Don’ts Do’s
When giving feedback use affirmative and not negatives
Thank everyone at the end of the day
Have absolute fun
Say when you do not understand
Allow time for people to speak out and express themselves
Responsible attitude
Class attendance 100%
prepare learning logs
Don’ts
Critique but do not criticize
be afraid to try something new
underestimate your self

12. MARKETING?

13. Guess the Brand Nestle Mazda McDonals Adidas Shell Walls Nike Audi
Mercedes-Benz
Kodak

14. What is Marketing? Marketing is an organizational function
and a set of processes for creating,
communicating, and delivering value
to customers and for managing
customer relationships
in ways that benefit the
organization and its stakeholders.

15. What is Marketing Management?
Marketing management is the
art and science
of choosing target markets
and getting, keeping, and growing
customers through
creating, delivering, and communicating
superior customer value.

16. Class Task 01
What is Marketing?

17. Why Marketing?
Importance of Marketing
Scope of Marketing

18. Events and experiences Persons Places and properties Organizations
What is Marketed?
Goods
Services
Events and experiences
Persons
Places and properties
Organizations
Information
Ideas

19. Google Re-Union

20. Core Concepts Needs, wants, and demands
Target markets, segmentation, positioning
Offerings and brands
Value and satisfaction
Marketing channels
Supply chain
Competition
Marketing environment
Marketing planning

21. Nonprofit/Government markets
Key Customer Markets
Consumer markets
Business markets
Global markets
Nonprofit/Government markets

22. Marketing Management Philosophies
Production Era
The Evolution of Marketing
Product Era
Sales Era
Marketing Era
Relationship Marketing Era
Green Marketing Era
Societal Marketing Era
Holistic Marketing Era

23. Understanding Marketing Orientations
Class Task 02
Understanding Marketing Orientations
Societal Marketing

24. Marketing Mix and the Customer
Four Ps
Product
Price
Place
Promotion
Four Cs
Customer solution
Customer cost
Convenience
Communication

25. Class Task 03
Rethinking the 4P’s

26. Functions of CMOs Strengthening the brands
Measuring marketing effectiveness
Driving new product development based on customer needs
Gathering meaningful customer insights
Utilizing new marketing technology

27. Figure 1.3 Improving CMO Success (cont.)
Make the mission and responsibilities clear
Fit the role to the marketing culture and structure
Ensure the CMO is compatible with the CEO
Remember that show people don’t succeed
Match the personality with the CMO type
Make line managers marketing heroes
Infiltrate the line organization
Require right-brain and left-brain skills

28. New Consumer Capabilities
A substantial increase in buying power
A greater variety of available goods and services
A great amount of information about practically anything
Greater ease in interacting and placing and receiving orders
An ability to compare notes on products and services
An amplified voice to influence public opinion

29. Marketing Management Tasks
Develop market strategies and plans
Capture marketing insights
Connect with customers
Build strong brands
Shape market offerings
Deliver value
Communicate value
Create long-term growth