The 4 weeks journey..

Learning Marketing Management

Learning experience under Professor Sameer Mathur

Module 1

- How to excel in your presentations !

Jesse Desjardins

➲Prepare

➲Design

➲Deliver

The Art and Science of StoryTelling

Why Storytelling Matters?

“The managers of the future will be storytellers.”

Speech analysis

Analysis of TED talks

Amy Cuddy: Your body language shapes who you are

Julian Treasure: How to speak so that people want to listen?

Module 2

Marketing Management, authored by Philip Kotler- the bible of marketing

Overview of Marketing Management:

➥Concepts ➥Marketing Excellence cases

Defining Marketing

for the 21st Century

Developing Marketing

Strategy and Plan

Yahoo's "It's Y!ou" Campaign

✔Scanning the marketing

environment

✔ Forecasting Demand

Marketing Research

Customer Value

Customer Relationships

Analyzing consumer markets

Analyzing Business Markets

Market Segmentation and Brand Positioning

Brand Equity and

Product Strategy

Pricing

Managing services- A shifting customer relationships

and Marketing Channels

Managing Mass Communications

Global Markets

Module 3& 4

Case Analysis - What is a case?

➜Active Reading➜Making Information

1. Situation

2. Questions

3. Hypothesis

5. Alternatives

4. Proof and action

CASE 1

Maximizing Revenues in the Minor Leagues

CASE 2Buying a Legend (A)

CASE 3Bringing the Brand to Light

HBR Article Analysis

Branding in the Digital Age: You’re Spending Your Money in All the Wrong Places

Old Days: The Funnel Metaphor

Now: The Consumer Decision Journey

After purchase- enter into an open-ended relationship with the brand

Touchpoints-

stages of CDJ

1. Consider

Top-of-mind consideration set

70% to 90% of spend

goes to advertising

and retail promotions

2. Evaluate

➜Reviewers➜Retailers➜Peers

most influential

3.Buy

➥placement➥packaging ➥availability➥pricing➥sales interactions

most powerful

impetus to buy is

someone else’s

advocacy- create buzz!

4.Enjoy, advocate, bond

Working Media Spend

Customer Experience Plan

Interactions

with the brand

Manage content to

develop a clearer

sense of the brand

More than ever, marketing data should be under marketing’s control

The CIO lays out options for executing strategy and receives direction and funding

Articulates the strategy

Thank You!

1. https://philpresents.wordpress.com/2011/12/09/beyond-10-20-30/2. http://www.brandautopsy.com/images/old/6a00d8341bf89d53ef0133f4e5e8ad970b-

pi.jpg3. http://www.impact-information.com/impactinfo/newsletter/plwork51.htm4. http://www.duarte.com/5. http://www.southasianparent.com/discover/raising-digital-natives/6. http://theinspirationroom.com/daily/2009/yahoo-all-about-you/7. http://www.coca-colacompany.com/history/we-needed-a-big-idea-the-extraordinary-

story-of-how-diet-coke-came-to-be8. http://cargocollective.com/martintorres/Springfield-Nor-Easters9. http://www.rewaonline.in/city-guide/mobile-shops-in-rewa10. https://www.titan-seo.com/newsarticles/trifecta.html

REFERENCES

Created by: Deepthi Meduri, BITS Pilani, Hyderabad

during an internship by Prof. Sameer Mathur, IIM Lucknow.

www.IIMInternship.com