Applied Marketing Strategies

1. Lecture 1 MGT 681 Applied Marketing Strategies

2. Instructor Introduction Umar Chaudhry Email umar@vcomsats.edu.pk Contact VLE

3. Instructor Introduction Experience: • Worked as Marketing Consultant, Researcher and academician in Pakistan and United Kingdom. • Experience in both research as well as sales/marketing environments. • Taught marketing at various national and international universities undergraduate and postgraduate levels . • At QMUL he has taught contemporary courses like Social Media and traditional modules like Brand Management. • An active researcher, trainer and marketing consultant for various organizations.

4. Instructor Introduction Education • 6 years specialist education and training in marketing. • Masters Degree with specialization in Marketing Queen Mary University of London. Research Interests • Research Interest social media and probing the dynamics and working of social media at psychological and social psychological levels. • He is an imaginative, creative and curious person with a knack for research. Current Assignment • Currently working as a lecturer at COMSATS Institute of information Technology, Virtual Campus.

5. Learning Strategy/Plan • Review of Pervious Lecture/Concepts/Knowledge • Discussion of Agenda • Delineation of Leaning Goal • Lecture Map • Lecture Proper • Review of Lecture • Point to Ponder

6. Course Essentials • Course Code:MGT681 • Course Title: Applied Marketing Strategies • Credit Hours: 3 (3,0) • Labs/Practical: No • Lectures: 2 per week • Prerequisite: Marketing Theory and Practice (MGT410)

7. Course Overview • A platform to operationalize the already accumulated knowledge • Familiarize students with functional application of marketing • Chance to build upon the understanding and awareness gained from various other disciplines social sciences • Psychology • Economics • Sociology • Anthropology etc. • Fashioned to combine academic discourse and the philosophy of marketing with the practioners’ approach to real time business problems.

8. Learning Objective • Analyse and critique various marketing theories and concept in real world business setting. • Operationalization and integration of marketing knowledge into a systematic market relevant problem solving tool. • Develop critical faculties like problem identification, problem solving and decision making to decipher contemporary marketing issue. • Develop appreciation of internal and external environment to leverage on the opportunities in the business settings.

9. Learning Outcomes • Appreciation of current marketing practices • Develop critical thinking and analytical skills pertinent to current marketing issues • Ability to view marketing problems in their proper theoretical background • Cultivate a multidimensional approach to solve real world marketing issues • A methodical and problems solving attitude

10. Mode of Assessment • The course has following 4 types of assessments. • Exam • Sessional 1 • Sessional 2 • Terminal • Assignment • Quizzes • Graded Discussion Boards.

11. Exams • Accounts for 75% of assessment

12. Assignment • Assignments make up 10% of the total grade. • Different score but equal weightage. • Subjective questions • MCQ based or objective type assignment • All assignment must be completed in the stipulated time framed as defined in LMS. • Late assignment are not acceptable

13. Guidelines for Assignment • Mention your Name and Registration ID on the first page of the assignment including your • course name, • course code, • program (MBA, BSBA etc.), • semester • date of submission. • submit assignment in word document format (.doc or .docx). • Make sure that you save your word file in the following format: • YourRegistrationNo_YourName (example:fa12mba196_UmarChaudhry) • Other file names like Assigment1 or Final are not acceptable.

14. Guidelines for Assignment • Please properly format you assignment • A good presentation leads to better grades. • Define proper heading • Use consistent fonts. • Times New Roman • Calibri • Avoid over embellishments

15. Grading Criteria • Coherence • Structure • Clarity of Ideas • Strength Argument • Identification of Issues • Comprehension of Issue • Academic Rigour • Sources of Ideas

16. Plagiarism • Make an effort not to copy from the internet • Try to write in your own words • Plagiarism is an academic offense • Sophisticated anti-plagiarism software called turnitin has the ability to show source of copied text.

17. Quizzes • Constitute 10% of your total assessment. • Each Quiz may have different score allotted • All quizzes carry equal weightage. • Quizzes will be Computer based • Multiples Choice Questions (MCQs) only. • Time barred • Auto graded. • Must be completed in stipulated time framed.

18. Graded Discussion Board • 5% of your total assessments. • Discussion on the key concepts learned during the course. • Grade based on the student ability to • conceptualize the topic • respond by employing the tools and skills learned during the course.

19. Brief Outline • Review of Concepts • Marketing Ecology • Environment Scanning Techniques • Environment Analysis Tools • Strategy Formulation • Pricing Techniques, Promotion Tools, Distribution Strategy etc • Strategy Implementation • Review of Applied Strategy and Controls • The New Global Paradigm

20. Teaching Methdology • Lectures • Readings • PowerPoint Slides • Visual Media • Scenario Planning • Case Study • Online Moderated Discussions

21. Concept Review

22. Lecture Questions • Why is marketing important? • What is the scope of marketing? • What are some fundamental marketing concepts? • How has marketing management changed? • What are the tasks necessary for successful marketing management?

23. 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.

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

25. What is Marketed? • Goods • Services • Events • Experiences • Persons

26. What is Marketed? • Places • Properties • Organizations • Information • Ideas

27. Negative Nonexistent Latent Declining Irregular Unwholesome Full Overfull Demand States

28. Figure 1.1 Structure of Flows in Modern Exchange Economy

29. Figure 1.2 A Simple Marketing System

30. Key Customer Markets • Consumer markets • Business markets • Global markets • Nonprofit/Government markets

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

32. Types of Needs Stated Real Unstated Delight Secret

33. Target Markets, Positioning & Segmentation

34. Offerings and Brands

35. Value and Satisfaction

36. Marketing Channels Communication Distribution Service

37. Marketing Environment Demographic Economic Socio-cultural Political-legal Technological Natural

38. Major Societal Forces • Network information technology • Globalization • Deregulation • Privatization • Heightened competition • Industry convergence • Retail transformation • Disintermediation • Consumer buying power • Consumer participation • Consumer resistance

39. Company Orientations Production Product Selling Marketing

40. Holistic Marketing

41. Relationship Marketing Customers Employees Marketing Partners Financial Community

42. Integrated Marketing

43. Internal Marketing Internal marketing is the task of hiring, training, and motivating able employees who want to serve customers well.

44. Performance Marketing Financial Accountability Social Responsibility Marketing

45. Types of Corporate Social Initiatives • Corporate social marketing • Cause marketing • Cause-related marketing • Corporate philanthropy • Corporate community involvement • Socially responsible business practices

46. The Marketing Mix

47. The New Four Ps People Processes Programs Performance

48. 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

49. For Review • Why is marketing important? • What is the scope of marketing? • What are some fundamental marketing concepts? • How has marketing management changed? • What are the tasks necessary for successful marketing management?