1. TRAIN FOR FUTURE MALTA, 21-24 April 2008 MODULE: PROMOTION AND MARKETING Assoc.prof. Todorka Kostadinova, Ph.D. dora_kostadinova@yahoo.com

2. Goals and Methods EURAXESS Training Modul: Promotion and Marketing Main goals of the module: 1.To improve our knowledge in the field of promotion and marketing 2.To promote the new image, logo and policy of Euraxess 3. To empower the people from the Euraxess network with contemporary marketing tools for achieving higher quality and efficiency in their activities.

3. Methods, tools and results EURAXESS Training Modul: Promotion and Marketing Expected results at the end of the module: 1. Better understanding and preparation for promoting the Euraxess network, as well as for improving the image of the network 2. Acquired knew knowledge and ability to use 5 new marketing tools 3. Developed 2 marketing products: - a “Marketing Plan” for the centers where the participants work - an “Integrated Marketing Communication Strategy” 4. Improved skills for team working. 5. Achieved higher level of self-confidence and satisfaction.

4. Content of the presentation EURAXESS Training Modul: Promotion and Marketing Main methods: Marketing management Transformational marketing Interactive lecturing Coaching Training for adults Our leading principles: “From Talk – to Action” “Enjoy what are you doing and you do it well”

5. Content of the presentation EUREAXESS Training Modul: Promotion and Marketing Tools: 1. Marketing Plan 2. “Getting on the balcony” 3. “Sun game” – Segmentation 4. Marketing – Mix tool 5. CRM – Customer Relationship Marketing

6. Expected products EUREAXESS Training Modul: Promotion and Marketing Products: 1. “Marketing Plan” for the centers where the participants work 2. “Integrated Marketing Communication Strategy”

7. Content and rules EURAXESS Training Modul: Promotion and Marketing Presentation Short discussion about schedule of the day Rules and consensus  Definitions and basic terms in promotion and marketing  Main differences between trade marketing and social marketing  Marketing strategies and opportunities for the research Centers and Euraxess network  Marketing Plan as a main tool

8. EURAXESS TRAINING MALTA, 21-24 April 2008 Main topics Clients and stakeholders/interested groups – matrix and positioning (Blair and Fottler Matrix) How to communicate with clients and partners How to measure performance Communication strategies: Moving from the “information society" of 20- century to the new “knowledge society" of 21-st century Tools and approaches within EURAXESS network

9. EURAXESS TRAINING MALTA, 21-24 April 2008 1-st day agenda  Results and discussion  Collective conclusions  Lessons learned  “Brain Container”  Evaluation of the day

10. EURAXESS TRAINING MALTA, 21-24 April 2008 1-st day agenda More than 3000 definitions  Macro marketing, Meso marketing, Micro marketing  Political marketing  Social Marketing  Trade marketing “The core marketing concept includes optimization of exchange relationships with the markets where the focus is on the customer (different customers and clients for different markets) and the the desired result is their satisfaction”.

11. “Pro” and “Con” Marketing is not only advertising and is not the equivalent of PR Marketing includes a broad field of activities connected with planning, facilitating and conduction of voluntаry exchange of products, ideas, services and information.

12. EURAXESS TRAINING MALTA, 21-24 April 2008 1-st day agenda Marketing includes also decisions: - What kind of products to offer (product policy) - To Whom and How to offer the services (markets, choice and positioning) - How to assure access to the services and information about them

13. Marketing – Management approach Marketing Management Market Organization

14. EURAXESS TRAINING MALTA, 21-24 April 2008 1-st day agenda Marketing strategies: - Product strategy - Production strategy - Trade strategy - Marketing strategy - Social marketing strategy – to promote new behavior, to sale attitude,

15. Communication mix 2. Price 3. Distribution 4. Promotion (Image making) 1. Product

16. Communication program Main elements: –Developing a message – what kind of message and how to provide it, –Choosing the channels and tools – where, how and from whom to be send, to which target groups.

17. Marketing communication system ( Kotler, Armstrong, 2006) Organization Advertising Special promotions Public relations Mediators Customers Communic ation “face to face” Advertising Special promotions Public relations Target groups and society

18. Direct communication –Personal meetings, –Presentations, –Working meetings and workshops, –Seminars, –Courses, –Telephone calls, –Internet contacts.

19. Advertising Personal and non personal (with sponsors). Working with media: –News papers –Direct post –Radio –TV –External advertising –Internet

20. Marketing plan Where are we now Marketing environment Step 1 Focus of the plan Defining goals Environment analysis SWOT analysis Where we want to go? Markets, goals and tasks Step 2Choice of selected groups Step 3Setting of goals and tasks Step 4Market analysis and competitors analysis How we go there? Marketing strategies Step 5 Product – definition of the market offer Price – focus on the cost Access (Distribution) Promotion – developing messages and choosing of communication channels How we stay there? Management of marketing programs Step 6Development of plan for evaluation and monitoring Step 7Defining the budget and finding of sources (financing) Step 8Development of the action plan

21. Stakeholders/Interested Groups Matrix Blair and Fottler Matrix) highSupportive groupsMixed Potential for collabora tion NeutralNon - supportive low high Potential for Threats

22. Communication

23. Consensus