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TRAIN FOR FUTURE MALTA, 21-24 April 2008

TRAIN FOR FUTURE MALTA, 21-24 April 2008. MODULE: PROMOTION AND MARKETING. Assoc.prof. Todorka Kostadinova, Ph.D. dora_kostadinova@yahoo.com. EURAXESS Training Modul: Promotion and Marketing. Goals and Methods. Main goals of the module:

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TRAIN FOR FUTURE MALTA, 21-24 April 2008

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

  2. EURAXESS Training Modul: Promotion and Marketing Goals and Methods Main goals of the module: • To improve our knowledge in the field of promotion and marketing • 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. EURAXESS Training Modul: Promotion and Marketing Methods, tools and results 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. EURAXESS Training Modul: Promotion and Marketing Content of the presentation 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. EUREAXESS Training Modul: Promotion and Marketing Content of the presentation Tools: 1. Marketing Plan 2. “Getting on the balcony” 3. “Sun game” – Segmentation 4. Marketing – Mix tool 5. CRM – Customer Relationship Marketing

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

  7. EURAXESS Training Modul: Promotion and Marketing Content and rules 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. 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. “Pro” and “Con”

  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 Organization Market Management Marketing

  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

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

  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

  21. Communication

  22. Consensus

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