First seminar of my Managing Marketing Processes course in the Masters of General Management Program at the Stockholm School of Economics in Sweden: http://www.hhs.se/EDUCATION/MSC/MSCGM/Pages/default.aspx
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Managing Marketing Processes_Seminar 1
1. Seminar 1
Managing Marketing Processes
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Introduction – Understanding
Marketing Management
Robin Teigland
Master of General Management
Stockholm School of Economics
September 4, 2013
2. Who am I? (LinkedIn Inmaps)
SS
E
IFL
Industry
Research
Wharton
Stanford
McKinsey
SSE MBA
5. Course Description
Multi-method
Lectures, Presentations, Cases, and External Guests
Individual Assignments (55%)
Readings and questions for external guests for each class (P/F)
Individual participation (10%)
Final Exam (45%)
Group Assignments (45%)
Seminar Hand-ins and Cases (P/F)
Marketing Plan Presentations and Report (40%)
Live Case Integration Module (5%)
Active learning and shared responsibility
Open dialogue and discussion in and outside of class
Information sharing and appropriate use of internet inside/outside class
Google docs, slideshare, twitter, etc.
www.plagiarism.org
Active groupwork – pull your weight
5
6. Marketing Plan Group Assignment
Assume role of “marketing manager” and select
existing Swedish company within specified industry
Develop marketing plan for product/service not
currently offered by your company to be launched on
Swedish market
Completely new-to-the-world or new to your company
Must be able to access financial data for company in
order to integrate with “Using Accounting Reports”
Write comprehensive marketing plan profiling
competitive strategy to bring that product/service to
Swedish market
6
13. Selling is only the tip of the iceberg
13
There will always be need for some selling.
But the aim of marketing is to make selling superfluous.
The aim of marketing is to know and understand the
customer so well that the product or service fits him and
sells itself. Ideally, marketing should result in a customer
who is ready to buy. All that should be needed is to make
the product or service available.
Peter Drucker
36. Today’s Assignment
What is Marketing Management? (1-2 slides)
Based on the course readings, your previous experience,
and potentially other sources, develop your own
definition of marketing management.
What are the relationships between marketing
management and the concepts of vision, mission,
strategy, and business model?
36
37. Today’s Assignment
What is the Marketing Manager’s role? (1-2
slides)
Based on the course readings, your previous experience,
and potentially other sources, develop your own
understanding of the role of the Marketing Manager.
What core skills does the Marketing Manager need and
how do these differ from those of the CEO and other
managers in an organization?
37
38. Core concepts in strategy
Mission
Purpose: Why we exist
Vision
What we want to be
Values
What we believe in and how we behave
Strategy
Single precise competitive game plan that will drive
the business over the next five years or so
Objective (ends), scope (domain), and advantage
(means) that require trade-offs
38
Collis & Rukstad, 2008
39. 39
Making choices
Strategy is about choosing what NOT to do:
Which customers not to serve
What products or services not to offer
Which activities not to perform
Strategy is about NOT being all things to all people
Porter
40. Strategy ≠ Business Model
Business model (Magretta, 2002)
Describes, as a system, how the pieces of a business
fit together.
Does not factor in one critical dimension of
performance: competition
Reflection of a realized strategy
40
Every organization has a business model . [it] makes
some choices, which have consequences. [But] not every
organization has a strategy - a plan of action for different
contingencies that may arise. (Casadesus et al. 2010)
44. Roleplay
You have just been recruited as the new marketing
manager for Stockholm School of Economics.
You would like to request a 15% increase in the
marketing budget and the President has asked you to
justify this request.
Prepare 3 slides explaining the role of marketing within
your organization and discuss how and why a 15%
increase in the marketing budget would benefit the
organization.
44
Tieto Enator Vision: - The world's leading provider of high-value-added IT services in selected vertical markets Strategy: - Global leverage of vertical expertise - Solutions - Partnerships Mission: - Building the Information Society Values: - Customer benefit & Personal growth Banking & Insurance IT services for banking, finance and insurance Telecom & Media IT services for telecom and media industry Healthcare & Welfare IT services for healthcare and welfare Government, Manufacturing & Retail IT services for central and local government, manufacturing, retail and logistics Forest & Energy IT services for forest and energy industries Processing & Network End-to-end processing and network services
Pick an individual product or service (existing, or one that you have invented), and write a comprehensive marketing plan profiling the competitive strategy that is needed in order to bring that product or service to the market.
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Which objective is most likely to maximize shareholder value over the next several years? (Growth? Achieving a certain market share? Becoming the market leader?) Objectives = goals A firm’s scope encompasses three dimensions: customer or offering, geographic location, and vertical integration. The complete definition of a firm’s competitive advantage consists of two parts. The first is a statement of the customer value proposition. Any strategy statement that cannot explain why customers should buy your product or service is doomed to failure. Activity map