Marketing for MOST Module 01 – Course Overview

Marketing for MOSTModule 01 – Course Overview 技術経営コンソーシアム開発担当者：Ritsumeikan Asia Pacific University　教授: Takamoto, Akihiro 更新日 October, 2003

Module 01: Course Overview • Welcome • Target Audience • Course Objectives • Course Goals • Approaches • What is MOST • From Technology Push to Market Pull • Is Marketing a Science or an Art? • The need for a Paradigm Shift • The 3 Maxims of Marketing according to Aki Takamoto • References and Further Readings

Module 01: Introduction and Welcome • Welcome to the Exciting World of Marketing • Through learning; practicing; and mastering the art and science of Marketing, your professional career and personal life too, will certainly become all the more successful and satisfying.

Module 01: The Aim of Marketing • The aim of Marketing is: • “to accomplish the objectives of the organization while at the same time… • Meeting the needs and wants of the customer • And • Utilizing the company’s resources most effectively and efficiently.” • Sound Marketing is therefore critical to the success of every organization. • Large, small, for-profit, not-for-profit, domestic or global.

Module 01: Marketing and MOST • This course has been designed to refocus the importance and relevance of MOST • (Management of Science and Technology) • To the successful implementation of Marketing and Vice Versa

Module 01: Marketing and MOST • MOST has always been an integral part of Marketing.

Module 01: Marketing and MOST • Science and Technology however have emerged as the most important driver of future events, unprecedented in its scale and impact.

Module 01: Target Audience • The Main Target Audience: • Main Target Audience: Students with a Masters' Degree or Bachelors' Degree in a Science or Engineering field, with more than several years' work experience. • It is emphasized here that students who do not fit into the main target group can also benefit from this course • You will always find among your colleagues and superiors, managers with a Science and Technology background, whether they have already been trained in Marketing or not.

Module 01: Target Audience • Even if you do not have a Science or Engineering background, you will share the traits of a simplistic, logical, and somewhat deterministic view of the world!! • (somewhat prevalent among scientists, engineers and accountants!!) • Emancipation of students from the straightjacket of such thinking is actually the main objective of this course as you are about to learn!

Module 01: Course Objectives • The objective of this course is not to help students acquire knowledge of basic concepts and jargons of Marketing and MOST! • The objective is much higher! …

Module 01: Course Objectives • The main objective of this course is to assist students to develop: • Creative • Productive • and strategic thinking skills • and the ability to apply these skills in order to deal effectively with a constantly emerging new realities in both the global and local markets, while developing a keen interest in a and good understanding of the roles to be played by existing and emerging science and technology.

Module 01: Course Objectives • In other words, the main objectives of this course is to develop what Levitt(1) calls, "Marketing Imagination". 1.THE MARKETING IMAGINATION by LEVITT, THEODORE; Publisher: SIMON & SCHUSTER; ISBN: 0029190908 Further Reading – See Reference:Levitt.pdf

Module 01: Course Goals • After completing this course, students will be expected to: • Have acquired a good understanding of marketing concepts and methodologies.

Module 01: Course Goals • After completing this course, students will be expected to: • Appreciate the vital importance of marketing for the success of any organisation.

Module 01: Course Goals • After completing this course, students will be expected to: • Clearly understand the place of MOST in the entire marketing management process.

Module 01: Course Goals • After completing this course, students will be expected to: • Appreciate and enjoy the process of developing creative, productive, and strategic thinking skills that are essential for marketing and invaluable for all other human activities.

Module 01: Course Goals • After completing this course, students will be expected to: • Have acquired the skills required to apply marketing concepts and methodologies in combination with their own creative thinking towards the interpretation, evaluation and initiation of marketing and MOST activities in the real world.

Module 01: Approaches • To ensure that this subject is presented in a way that encourages constructive two-way communication between students and lecturer: • Lecture sessions will be structured in an interactive format where students will be encouraged to raise questions and make comments or suggestions either during the class or at a later time. • Students are encouraged to make a short presentation related to the topics being covered in the lecture voluntarily or upon request from the lecturer. • The Case Method will be utilized as much as practically feasible (See reference: casemethod.pdf).

Module 01: What is MOST? • The meaning of MOST: • MOST (Management of Science and Technology) is called by several other names with varying shades of meaning, such as: • MOST (Management of Science and Technology) • Technology Management • Engineering Management • IT Management

Module 01: What is MOST? • MOST can be defined in a number of ways, for example: • MOST is the management of strategic innovations in a science and technology based company tat are essential for continually creating next generation business opportunities for the company. • MOST is maximizing the return on technological investment • MOST is the set of activities associated with bringing high technology products to the marketplace (The Management of Technology Program at UC Berkeley). • MOST is the systematic management of scientific and technological issues and challenges in an organizations whole value chain.

Module 01: MOST in this Course • MOST in this course is given a broader and more comprehensive meaning as follows: • The aim of MOST is to significantly enhance the company's competitiveness in the market through identifying unique values that science and technology can create for the organization and materializing such values in a strategic and tactical way. • Note: Here, the term technology is used in a broad sense and is not limited to any one of the so called "high" or "disruptive" or "emerging" or "established" technologies. • See what Wharton have to say on Managing Emerging Technologies: wharton.pdf

Module 01: MOST in this course • Therefore, in this course: • We use cases drawn from a wide range of businesses, i.e. not limited to so-called science and technology based organisations. • This is because Science and Technology have come to play a very significant role even in the service industry. As a matter of fact, the boundary between Science and Technology based functions and service-oriented operations within a company is disappearing. • For example, SONY is no longer merely an electronics manufacturer - much of their profits are now coming from their entertainment businesses, which in turn is supported by advanced electronics and information technology.

Module 01: Technology Push – Marketing Pull • MOST - Maximising R.O.I • "MOST is maximising the return on technological investment" according to the SRI (Stanford Research Institute). For that, SRI emphasizes, the company's thrust must be shifted from "Technology push" to "Market pull".

Module 01: Maximising ROI • To that end, both the "Technology gate" and the "Market gate" have to be passed through successfully as shown in Figure 3.

Module 01: Technology Push – Marketing Pull • Gateway Models • The SRI gateway model clearly depicts the roles to be played by MOST. • MOST aims to help the company pass both gates. • The role of Marketing however, is much broader in scope. • It is not just limited helping the company pass the Marketing Gate. That is simply because the marketing environment ( both macroscopic and microscopic ... discussed in more detail later) is in constant change. • New realities are emerging constantly and there is a great deal of uncertainty about the future.

Module 01: Technology Push – Marketing Pull • Gateway Models • Consequently, we have to be capable of envisioning a much more complex world with intensive competition, see figure 4 below.

Module 01: Is Marketing Science or Art? • To answer this question, lets think about the following definition of marketing: • Marketing is a way to harmonize the needs and wants of the outside world with the purposes and resources and objectives of the institution. • (Peter Drucker, Managing the Non-profit Organisation, Practices and Principles, Harper Collins Publishing 1990.) • It sounds it is sweet and easy to practice Marketing!

Module 01: Is Marketing Science or Art? • It has to be noted however, that the word "harmonise" in the previous definition is rather a euphemism. • As a matter of fact, marketing is never an easy task! • Why, because it is not easy • to identify and communicate to your prospective customers in the outside world. • To clearly understand their real needs and wants is another challenge. • The resources of your company are not unlimited ... very limited more often than not. • And finally, among all this, you have to compete with many other organizations to win the heart and mind ... (and wallet) of your customer.

Module 01: Is Marketing Science or Art? • Is there a Recipe for Success? • There is, unfortunately, no recipe for success in marketing. • No how-to books can lead you to success. • You have to differentiate yourself from your competitors in your own unique way. • The way that brought you to success yesterday may not work tomorrow. • That's why Marketing is more art than science. • Art in the sense that it takes a great deal of training and practice and creativity.

Module 01: Is Marketing Science or Art? • On the other hand, Zyman says "marketing is more science than art". Lets see what he has to say: • On "The End of Marketing" by Sergio Zyman (Former CMO of Coca-Cola). • Marketing itself is not an art, and it's not mysterious. In reality, marketing is more science than art, and any marketer who wants to succeed in the future is going to have to approach it in a systematic and logical way. Like a scientist, Zyman collects data, and analyzes it, and then changes his activities to reflect what he learnt. This is a crucial point: you've got to constantly collect information, and you have to be willing to change your mind. When you refuse to change your mind, you miss the opportunity to capitalize on your learning's and do a better job of whatever you are trying to accomplish. The reality is that marketing, like science, isn't about knowing all the answers when you start out. It's about experimenting, measuring the results, analyzing them, and then making adjustments based on what you find out. Scientific principles - assume, experiment, review, and revise. "Old-style marketers can talk all they want about how alchemy can do the job and produce the gold. As for me, I am going to keep digging systematically for ore, assaying it carefully, and trying new veins to find those that are the richest".

Module 01: Is Marketing Science or Art? • Thought and Imagination • Experimenting, measuring, assessing, evaluating are all important elements of Marketing. • It takes however, a lot of thinking and imagination to design a good experiment and evaluate the results appropriately. • How to translate the outcomes into an effective marketing strategy is another challenge.

Module 01: Is Marketing Science or Art? • SCIENCE DEFINED: • knowledge about the structure and behaviour of the natural and physical world, based on facts that you can prove, for example by experiments: new developments in science and technology "...the advance of modern science", "...the laws of science". • the study of science: science students / teachers / courses • a particular branch of science: to study one of the sciences (compare with "ART", "HUMANITIES") • [sing.] a system for organizing the knowledge about a particular subject, especially one concerned with aspects of human behaviour or society: ..."Is there an adequate basis for a science of international politics?" see also DOMESTIC SCIENCE, EARTH SCIENCE, LIFE SCIENCES, NATURAL SCIENCE, POLITICAL SCIENCE, SOCIAL SCIENCE Oxford Advanced Learner's Dictionary

Module 01: Is Marketing Science or Art? • Lateral Thinking Defined • Lateral Thinking is a way of solving problems by using your imagination to find new ways of looking at the problem. • Our thinking traditions are very firmly based on logical thinking in which we start off with a certain way of looking at things and then see what we can deduce from that. • This can be called vertical thinking since it involves building on what is accepted as traditional. • Most of our thinking does not take place at a logical state but at the perceptual stage that precedes this. • Lateral thinking is to do with changing perceptions and finding new ways of looking at things. • Lateral thinking is the practical process of creativity. • Vertical thinking is the selective • Lateral thinking is generative.

Module 01: The Need for a Paradigm Shift • A common denominator... • If we think more about it, Marketing, MOST, and Science have an important common denominator: • The Need for a Paradigm Shift.

Module 01: The Need for a Paradigm Shift • To understand that, first take a look at figure 5 below. Do you see a woman's face? How old do you guess she is? • Further Reading on the paradigm shiftsee paradigm.pdf

Module 01: The 3 Maxims of Marketing • The Three Maxims of Marketing according to Aki Takamoto: • (or Aki’s Words of Wisdom) • Open your mind, observe things from various angles; understand them deeply. • Use your own head to think flexibly, freed from pre-perceptions and common sense. • Just Do it!

Marketing for MOST Module 01 – Course Overview