APPLIED MARKETING STRATEGIES

Lecture 1

MGT 681

Instructor Introduction

Umar Chaudhry

Contact

Email

VLE

umar@vcomsats.edu.pk

Instructor Introduction

Experience: Worked as Marketing Consultant, Researcher and

academician in Pakistan and United Kingdom. Experience in both research as well as sales/marketing

environments. Taught marketing at various national and international

universities undergraduate and postgraduate levels . At QMUL he has taught contemporary courses like Social

Media and traditional modules like Brand Management. An active researcher, trainer and marketing consultant for

various organizations.

Instructor Introduction

Education 6 years specialist education and training in marketing. Masters Degree with specialization in Marketing Queen Mary University

of London.

Research Interests Research Interest social media and probing the dynamics and working of

social media at psychological and social psychological levels. He is an imaginative, creative and curious person with a knack for

research.

Current Assignment Currently working as a lecturer at COMSATS Institute of information

Technology, Virtual Campus.

Learning Strategy/Plan

Review of Pervious Lecture/Concepts/Knowledge Discussion of Agenda Delineation of Leaning Goal Lecture Map Lecture Proper Review of Lecture Point to Ponder

Course Essentials

Course Code:MGT681 Course Title: Applied Marketing Strategies Credit Hours: 3 (3,0) Labs/Practical: No Lectures: 2 per week Prerequisite: Marketing Theory and Practice

(MGT410)

Course Overview

A platform to operationalize the already accumulated knowledge Familiarize students with functional application of marketing Chance to build upon the understanding and awareness gained

from various other disciplines social sciences § Psychology§ Economics§ Sociology§ Anthropology etc.

Fashioned to combine academic discourse and the philosophy of

marketing with the practioners’ approach to real time business problems.

Learning Objective

Analyse and critique various marketing theories and concept in real world business setting.

Operationalization and integration of marketing knowledge into a systematic market relevant problem solving tool.

Develop critical faculties like problem identification, problem solving and decision making to decipher contemporary marketing issue.

Develop appreciation of internal and external environment to leverage on the opportunities in the business settings.

Learning Outcomes

Appreciation of current marketing practices Develop critical thinking and analytical skills

pertinent to current marketing issues Ability to view marketing problems in their

proper theoretical background Cultivate a multidimensional approach to solve

real world marketing issues A methodical and problems solving attitude

Mode of Assessment

The course has following 4 types of assessments.

Exam1. Sessional 1

2. Sessional 2

3. Terminal

Assignment Quizzes Graded Discussion Boards.

Exams

Accounts for 75% of assessment

Exam Type Weightage Duration (Hour/s)

Sessional 1 10% 1 Hour

Sessional 2 15% 1 Hour

Terminal 50% 3 Hours

Assignment

Assignments make up 10% of the total grade. Different score but equal weightage. Subjective questions

1. MCQ based or objective type assignment

All assignment must be completed in the stipulated time framed as defined in LMS.

Late assignment are not acceptable

Guidelines for Assignment

Mention your Name and Registration ID on the first page of the assignment including your

1. course name,

2. course code,

3. program (MBA, BSBA etc.),

4. semester

5. date of submission.

submit assignment in word document format (.doc or .docx).

Make sure that you save your word file in the following format:

1. YourRegistrationNo_YourName (example:fa12mba196_UmarChaudhry)

2. Other file names like Assigment1 or Final are not acceptable.

Guidelines for Assignment

Please properly format you assignment A good presentation leads to better grades. Define proper heading Use consistent fonts.

1. Times New Roman

2. Calibri

Avoid over embellishments

Grading Criteria

Coherence Structure Clarity of Ideas Strength Argument Identification of Issues Comprehension of Issue Academic Rigour Sources of Ideas

Plagiarism

Make an effort not to copy from the internet

Try to write in your own words

Plagiarism is an academic offense

Sophisticated anti-plagiarism software called turnitin has the ability to show source of copied text.

Quizzes

Constitute 10% of your total assessment. Each Quiz may have different score allotted All quizzes carry equal weightage. Quizzes will be Computer based Multiples Choice Questions (MCQs) only. Time barred Auto graded. Must be completed in stipulated time framed.

Graded Discussion Board

5% of your total assessments. Discussion on the key concepts learned during

the course. Grade based on the student ability to

1. conceptualize the topic

2. respond by employing the tools and skills learned during the course.

Brief Outline

1. Review of Concepts

2. Marketing Ecologya) Environment Scanning Techniques

b) Environment Analysis Tools

3. Strategy Formulationa) Pricing Techniques, Promotion Tools, Distribution Strategy etc

4. Strategy Implementation

5. Review of Applied Strategy and Controls

6. The New Global Paradigm

Teaching Methdology

Lectures Readings PowerPoint Slides Visual Media Scenario Planning Case Study Online Moderated Discussions

Concept Review

Lecture Questions

Why is marketing important? What is the scope of marketing? What are some fundamental marketing

concepts? How has marketing management changed? What are the tasks necessary for successful

marketing management?

What is Marketing?

Marketing is an organizational function and a set of processes for creating,

communicating, and delivering value to customers and for managing

customer relationships in ways that benefit the organization and its

stakeholders.

What is Marketing Management?

Marketing management is theart and science

of choosing target markets and getting, keeping, and growing

customers throughcreating, delivering, and communicating

superior customer value.

What is Marketed?

• Goods

• Services

• Events

• Experiences

• Persons

What is Marketed?

• Places

• Properties

• Organizations

• Information

• Ideas

Demand States

Negative Nonexistent Latent Declining

Irregular Unwholesome Full Overfull

Figure 1.1 Structure of Flows in Modern Exchange Economy

Figure 1.2 A Simple Marketing System

Key Customer Markets

Consumer markets Business markets Global markets Nonprofit/Government markets

Core Concepts

Needs, wants, and demands

Target markets, positioning, segmentation

Offerings and brands

Value and satisfaction

Marketing channels Supply chain Competition Marketing

environment Marketing planning

Types of Needs

Stated

Real

Unstated

Delight

Secret

Target Markets, Positioning & Segmentation

Offerings and Brands

Value and Satisfaction

Marketing Channels

Communication

Distribution

Service

Marketing Environment

Demographic Economic

Socio-cultural

NaturalTechnological

Political-legal

Major Societal Forces

Network information technology

Globalization Deregulation Privatization Heightened competition

Industry convergence Retail transformation Disintermediation Consumer buying power Consumer participation Consumer resistance

Company Orientations

Production

Product

Selling

Marketing

Holistic Marketing

Relationship Marketing

Customers

Employees

Marketing Partners

Financial Community

Integrated Marketing

Internal Marketing

Internal marketing is the task of

hiring, training, and motivating able employees

who want to serve customers well.

Performance Marketing

Financial Accountability

Social Responsibility Marketing

Types of Corporate Social Initiatives

Corporate social marketing Cause marketing Cause-related marketing Corporate philanthropy Corporate community involvement Socially responsible business practices

The Marketing Mix

The New Four Ps

Processes

People

Programs

Performance

Marketing Management Tasks

Develop market strategies and plans Capture marketing insights Connect with customers Build strong brands Shape market offerings Deliver value Communicate value Create long-term growth

For Review

Why is marketing important? What is the scope of marketing? What are some fundamental marketing

concepts? How has marketing management changed? What are the tasks necessary for successful

marketing management?