Template for Concept Synthesis and Local Application (COSLA)

www.josephdeungria.com
1
TEMPLATE and SAMPLE for
Chapter CoSLA
Prof. Bong De Ungria
Ateneo Graduate School of Business
UP Virata School of Business
One X to Achieve our Z of Marketing Mastery
Version
2.0

This file aims to guide the learners on:
1. The Value of CoSLA (Concept
Synthesis and Local Application)
2. How CoSLA will be implemented in
the Chapter Reports (using this
template and “Convince Like Steve
Jobs” lecture
Professor’s Note

Concept Synthesis happens when:
1. Key questions answered (learning
objectives at start of each chapter)
2. Using images and diagrams
3. Applied to local examples, from:
a. Learners’ current or past work (preferred)
b. Learners’ passion or hobby
c. A local, recent and familiar example
CoSLA helps mastery

Let’s apply this to Chapter 1
Pls. notice the use of
Cover Page
Outlline
This report template
Put
Your
Brand
Logo
here

5
DEFINING MARKETING for the
21st CENTURY
(Same Differences ?)
Understanding Marketing Management
CoSLA
Version
2.0

Learning objectives= answer
the chapter questions
Kotler’s powerpoint slides

YOUR Top priority for report
is answer chapter questions
Include other content
only if
Deemed important
And will not clutter report

Learning objectives= answer
the chapter questions
Kotler’s powerpoint slides
There are 5 chapter
questions. For this
template, we will
illustrate only 3

3 of the 5 Chapter Questions
using this template…
1. Why is marketing important?
2. What is the scope of marketing?
3. How has marketing management
changed?
But this does not follow the “Convince
like Steve Jobs” lecture.
The next 2 slides help… (and answers the
same 3 questions)

1. Why is It Important?
2. What is the Scope?
3. How has it changed?
Questions and Objectives:
Marketing:

1. Important for business survival &
growth
2. Covers everything and everybody
3. Changing due to increased
competition and demanding customers
Outline:
21st Century Marketing is…

growth
3. Changing due to increased
competition and demanding
customers
Outline:
Marketing is…
Notice the use of a smaller “Segoe Print”
font for the “outline “ and for the questions
in the next slides…

1. Why Is Marketing Important?
Marketing is important for
business success
• Delivers top-line growth (revenue)
• Customer retention/ loyalty
communicating and
creating,
delivering value to
Notice the use of a smaller “Segoe Print”
font for the “outline “ and for the questions
in the next slides…

1. Why Is Marketing Important?
Marketing is important for
business success
• Delivers top-line growth (revenue)
• Customer retention/ loyalty
communicating and
creating,
delivering value to
This is also the numbered guidepost
Mentioned in the feedback to the students

1. Goods
2. Services
3. Experiences
4. Events
5. Persons
6. Places
7. Properties
8. Organizations
9. Information
10.Ideas
2a. What is the Scope of Marketing?
Everything (10) is marketed !

Who
Is
Involved
In
Marketing
(for your company?)
Raise your hands!

1. Marketing
2. Finance
3. Operations
4. HR
2b. What is the Scope of Marketing?
Every employee is a marketer!

1. Marketing
2. Finance
3. Operations
4. HR
Including:
– Delivery personnel
– Security guards
– Secretaries
– Collectors
– Messenger
2c. What is the Scope of Marketing :
Every employee is a marketer!

2d. What is the Scope of Marketing ?
Everything counts!
(All actions are counted, scored by the
customer)

3. How has Marketing Changed?
In 21st Century Marketing
Many Things Changed
(Increased!)

1. Globalization
2. Technology
3. Deregulation
4. Privatization
5. More Competition
6. Industry Convergence
7. Consumer resistance
8. Retail Transformation
3a. How has Marketing Changed?
Competition increased due to

1. Globalization
2. Technology
3. Deregulation
4. Privatization
5. More Competition
6. Industry Convergence
7. Consumer resistance
8. Retail Transformation
The Following changed
or disappeared:
Economic Boundaries
Brick and Mortar
Business Rules
Monopolies & Dinosaurs
Way of Doing Business
3a. How has Marketing Changed?
Competitive Rules changed!

1. Buying Power
2. Choices
3. Information
4. Voice
EASIER
5. Ordering
6. Comparison
Customer is
King!
INCREASED
3b. How has Marketing Changed?
Customers are more powerful
and demanding

1. Internet
1. Social Media
2. Sales Channel
3. Research
4. On and Off-line buzz
5. Blogs
6. Purchasing savings
2. Niche magazines
3. Mobile
3c. How has Marketing Changed?
Companies must use more
capabilities too!

3. How has Marketing Changed?
Heart Attack!
Company does same things it did 5 or 10
years ago (even if these were the key
success factors of the 20th century)

21st Century “Coaching”
Local Application
To Vcoach Bong work
As Marketing Coach

Don’t miss the LOCAL
APPLICATION of CoSLA
Important Reminder

Preferred source of examples:
(ranked highest or most preferred to lowest)
a. Learners’ current or past work (preferred)
b. Learners’ passion or hobby
c. A local, recent and familiar example
For local application, learners
can have 1 to 3 examples

How Marketing Has Changed the Way I Coach
“Powerful” Students have easy access
to information .They are more vocal
and demanding...
Professor
Textbook
Class
Session
Google, Youtube, Student Reviews
Notes and Assignments from Previous / Other Classes

1. Video posts instead of plain text blogs
2. Purposeful social media posting
3. Build Rapport with all students (no one
left behind)
4. Respond quickly and sincerely because it
matters more than technical knowledge...
POWER SHIFT : (Actionable Insight)
Vcoach Bong: Move from 2.0 to 4.0

Need to be digitally present…

While continuously upgrading
my skills and knowledge…

Notice
That the first 2 slides are
1. Cover Page (Exec Summary)
2. Outline
And that the last 2 slides are
3. Summary
4. Cover Page
Professor’s Note on format is
consistent with 3 steps of
communication:

1. Why is It Important?
2. What is the Scope?
3. How has it changed?
Questions and Objectives:
Marketing:
Note that
Questions
Are re-posted here
But follow
The Steve Jobs
principles

growth (Why?)
(Scope?)
3. (Changing!) due to increased
competition and demanding customers
Summary:
21st Century Marketing is…

36
DEFINING MARKETING for the
21st CENTURY
(Same Differences ?)
Understanding Marketing Management
CoSLA
Version
2.0

37
TEMPLATE and SAMPLE for
Chapter CoSLA
One X to Achieve our Z of Marketing Mastery
Version
2.0

Template for Concept Synthesis and Local Application (COSLA)

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