Date post: | 15-Aug-2015 |
Category: |
Marketing |
Upload: | sameer-mathur |
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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