Post on 01-Jan-2016
Arnhem Business School E-Marketing
E-Marketing Course Outline
Period 11-1 Course Introduction Program 12 weeks
Definitions E-BusinessIntroduction Assignment
1-2 Basics of Marketing Planning & StrategyHow does a computer work
1-3 Marketing Segmentation & TargetingHow does the Internet work
1-4 E-Business Strategy & IntegrationPositioning
1-5 E-Business E-Procurement
1-6 E-Business Customer Relationship Management
Arnhem Business School E-Marketing
Strategic Marketing
Strategic planning:
“The process of developing and maintaining a strategic fit between the organization's goals and capabilities and its changing marketing opportunities”
Arnhem Business School E-Marketing
The Planning process
Analysis, Planning, Implementation and Control
Arnhem Business School E-Marketing
The Planning Process
Analysis Company situation, opportunities, environmental analysis.
Planning Decisions regarding business units, emphasis upon
products and brands.
Implementation Plans actioned
Control Measurement and evaluation of plans and activities. Corrective action where necessary.
Arnhem Business School E-Marketing
Strategic Plan Outline
Establish overall objective and mission
Organisational audit
Competitor analysis
Macro-environmental analysis
SWOT analysis
Marketing plan covering different products and
brands
Operational plans
Arnhem Business School E-Marketing
The Mission (Statement)
A statement of the organisation’s purpose and what
it wants to accomplish and should be market-
oriented. Visions guide the best missions. A mission should be:
• Realistic• Specific• Based on distinctive competencies• Motivating and inspirational
Arnhem Business School E-Marketing
Critical Questions for Mission Development
What Business are we in?
Use market definitions
Who are our customers?
Reseller, decision maker, buyer, user?
What are we in business for?
Profit, continuity, societal purposes, realize the vision?
What sort of business are we?
Cost leadership, differentiators, focused, stuck in the middle?
Arnhem Business School E-Marketing
Mission Statement Examples
Microsoft: To enable people and businesses throughout the world to
realize their full potential. Intel:
Do a great job for our customers, employees and stockholders by being the preeminent building block supplier to the worldwide Internet economy.
Levi Strauss & Co: People love our clothes and trust our company. We will
market the most appealing and widely worn casual clothing in the world. We will clothe the world. (this is their vision actually)
Arnhem Business School E-Marketing
Strategic Objectives
Clearly defined objectives need to be formulated
Objectives should be prioritised into a hierarchy of objectives
Objectives should be measurable
Arnhem Business School E-Marketing
Business Goals
Goals need to be SMART Specific Measurable Achievable Realistic Time-framed
“Our goal is to increase our market share for our LCD TVs SBU from
12 to 18 percent within the next two years, and at the same time lowering the cost price with 25 percent”
Arnhem Business School E-Marketing
Strategic Audit
External Audit Reviews the macro-environment
Internal Audit: Examines all aspects of the company. Michael Porter’s ‘Value Chain’ which includes ‘inbound
logistics’ such as procurement, operations and production and ‘outbound logistics’ such as sales, marketing and customer service
Financial management reports • Profit & Loss Statement and Balance Sheet
Arnhem Business School E-Marketing
The SWOT Analysis
Strengths and Weaknesses List the most critical and grade them
Opportunities Economic climate Demographic changes Market dynamics Technology
Threats Competitive activity Channel pressure Demographic changes Politics
Arnhem Business School E-Marketing
Portfolio analysis
The business portfolio: The collection of businesses and products that make up
the company
Portfolio analysis:
Step 1:
Analyse the current business portfolio
Step 2:
Shape the future business portfolio
Arnhem Business School E-Marketing
Implementation
Turns marketing strategies into marketing actions with five key elements:
The action programme
The organisation structure
The company’s decision-and-reward systems
Human resources planning
The company culture
Arnhem Business School E-Marketing
How does a computer work?
http://computer.howstuffworks.com/pc.htm