BPP BUSINESS SCHOOL

BPP BUSINESS SCHOOL

MSc Markets and
Marketing
Topic 1: An Introduction To
Marketing
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BPP BUSINESS SCHOOL
Educational Aims of this module

This module aims to:
Provide a solid foundation in the common language of managerial
economics and marketing.
Provide you with the skills and knowledge to analyse decisions
taken in organisations from a managerial and marketing
perspective.
Enhance your comprehension of the dynamics of market
interactions and regulatory frameworks that form the business
environment.
Strengthen your appreciation of the importance of an economic,
sociological and political analytical lens through which to derive
appropriate strategic responses within a regulated marketplace.
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BPP BUSINESS SCHOOL
Timetable MAY 2014
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Topic Wc Date Content
1 26.05.14 THE MARKETING ENVIRONMENT
2 02.06.14 MARKETING STRATEGY
3 09.06.14 ANALYSING THE MARKETING ENVIRONMENT
4 16.06.14 UNDERSTANDING THE CONSUMER
5 23.06.14 PRICE AND DELIVERING CUSTOMER VALUE
30.06.14 READING WEEK
6 07.07.14 FORMATIVE GROUP PRESENTATIONS
7 14.07.14 BRANDING AND BUILDING CUSTOMER VALUE
8 21.07.14 MARKETING CHANNELS AND DELIVERING VALUE
9 28.07.14 COMMUNICATING CUSTOMER VALUE
10 04.08.14 SUMMATIVE WORKSHOPS
ADVERTISING MANAGEMENT TOPIC 1
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4
The keys to success
Presentation
Evaluation
Application
Concept
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The keys to success
Concept Application Evaluation Format and
presentation
Undergrads
80% 10% 0% 10%
1
st
Yr Grad
45% 30% 15% 10%
2
nd
Yd Grad
30% 30% 30% 10%
Masters
Level
15% 30% 45% 10%
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Course Digital Text book
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Its vital you use the VLE Regularly!
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Research and the Library
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Weekly sessions
Case studies and
discussions
Tasks and group
working
Research
Videos
Weekly Test
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A typical week 6 hours study
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As part of your Formative assessment you are
required to make a group presentation based
on one of the concepts or frameworks from the
course
The presentation should be by use of up to a
maximum of 10 power point slides and last
approximately 10 mins
Date for these presentations to be agreed with
your course tutor


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Formative assessment

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You are a specialist marketing consultant and
have been retained by an organisation of your
choice to carry out an analysis of their
business and to make marketing
recommendations to address the challenges
you have identified.


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The 2500 Word Summative
Assessment:


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Recognise that this is a tough postgraduate
qualification and will require your commitment
Regular attendance
Read around the subject and apply to real life
Get involved in classroom discussions and
activities
Carryout the pre session and post session
tasks.
Enjoy the course


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The keys to success
BPP BUSINESS SCHOOL
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Post Graduate skills
Planning
Thinking strategically
Prioritising
Contingency planning
Evaluating
Decision making

Communicating
Thinking creatively
Balancing options,
competing interests and
needs
Influencing
Leading
Strategic
Implementation


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Digital Distractions
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Timekeeping!
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THE
MARKETING
ENVIRONMENT
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What Is Marketing?
Marketing is a process by which
companies create value for customers and
build strong customer relationships to
capture value from customers in return.
Marketing Myopia is focusing only on
existing wants and losing sight of underlying
consumer needs




BPP BUSINESS SCHOOL 19
What is Marketing?
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The marketing environment includes the
actors and forces outside marketing that affect
marketing managements ability to build and
maintain successful relationships with
customers

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The Marketing Environment
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The Companys Macroenvironment

The Companys Microenvironment
Actors in the Microenvironment

Copyright 2014 by Pearson Education
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Not-for-profit marketing
growth
Rapid Globalization
Sustainable marketing

The Changing Marketing Landscape


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Production
concept
Product
concept
Selling
concept
Marketing
concept
Societal
concept
Marketing Management Orientations

Designing a Customer-Driven
Marketing Strategy
Copyright 2014 by Pearson Education
BPP BUSINESS SCHOOL

Production concept
consumers will favor products
that are available and highly affordable

Marketing Management Orientations


Designing a Customer-Driven
Marketing Strategy
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Product concept
consumers favor products that offer
the most quality, performance, and features.
Focus is on continuous product improvements.
Marketing Management Orientations



Designing a Customer-Driven
Marketing Strategy
Copyright 2014 by Pearson Education
BPP BUSINESS SCHOOL
Selling concept
consumers will not buy enough of the firms
products unless it undertakes a large scale
selling and promotion effort
Marketing Management Orientations

Designing a Customer-Driven
Marketing Strategy
Copyright 2014 by Pearson Education
BPP BUSINESS SCHOOL
Marketing Management Orientations

Designing a Customer-Driven
Marketing Strategy
Societal marketing
make good marketing
decisions by considering
consumers wants and long-
term interests
companys requirements
societys long-run interests

Copyright 2014 by Pearson Education
BPP BUSINESS SCHOOL
Marketing Management Orientations

Designing a Customer-Driven
Marketing Strategy
Marketing concept
knowing the needs and
wants of the target
markets and delivering
the desired satisfactions
better than competitors do

Copyright 2014 by Pearson Education
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Marketing Process
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Internationalisation drivers
Drivers of internationalisation
Source: Adapted from G. Yip, Total Global Strategy II, Financial Times Prentice Hall, 2003, Chapter 2
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Cultural frames of reference
Cultural frames of reference
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The European Marketing Environment
Activity (1)
Working in groups on your case study
What pressures is your organisation
under?
How have these affected their
business?
What changes have they made?
What changes do they need to make?
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SESSION 1-
WEEKLY TASK
In preparation for your session next week familiarise
yourself with Chapter 2 of your course book headed
"Company and Marketing Strategy"
Send your tutor 100 words introducing yourself and the
reasons why you are on the course