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MARKETING MANAGEMENT
Session 1
Course Facilitator
Kashif Mahmood
WHY
BCS/BSIT/BSSE
My Expectations
Contact Details
+92-321-7707702
[email protected]
www.facebook.com/wisdom.pk
[email protected]
@ kashigee2005
What we are going to do today?

Introduction to the module

Introduction to Marketing
Introduction to the Module
Key Aims
Key Learning Outcomes
Understand the fundamentals and core concepts of
business marketing.
To understand the major elements of marketing process,
including the influence of external environment.
Understanding the difference between theory and
practice of marketing activities.
Understand the concept of marketing mix and its application in
traditional and novel environments characterized by emerging
information and communication technologies
Understand the difference of application of marketing Create a blend of customer driven marketing strategies
tools while working in local and global markets.
including new product development, customized pricing, and
integrated marketing communication and distribution
management system in order to create and implement a
cohesive solution with holistic perspective.
Understand, develop and execute a marketing plan.
Understand the use of marketing activities for
improved business performance and firm’s
profitability
Comprehend and apply the concept of business portfolio
analysis through GE Matrix, BCG Matrix, Ansoff Model, Porter
Five Forces Model and Value Chain Model.
Teaching learning methodologies

Teaching cum training sessions (action learning)

Presentations

Assignments

Reflective logs

Meeting the Marketing Managers

Field trips
Assessments
Assessments
Evaluation Criteria
MIDTERM
Case Study Writing
20%
FINAL TERM
Marketing Plan
70%
Presentation
10%
Do’s and Don’ts

Do’s

When giving feedback use affirmative
and not negatives


Don’ts

Critique but do not criticize
Thank everyone at the end of the day

be afraid to try something new

Have absolute fun

underestimate your self

Say when you do not understand

Allow time for people to speak out and
express themselves

Responsible attitude

Class attendance 100%

prepare learning logs
MARKETING?
Guess the Brand
Nestle
Mazda
McDonals
Shell
Adidas
Walls
Audi
Nike
Kodak
Mercedes-Benz
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 the
art and science
of choosing target markets
and getting, keeping, and growing
customers through
creating, delivering, and communicating
superior customer value.
Class Task 01
What is Marketing?
Why Marketing?
• Importance of Marketing
• Scope of Marketing
What is Marketed?
Goods
Places and properties
Services
Organizations
Events and experiences
Information
Persons
Ideas
Google Re-Union
Core Concepts

Needs, wants, and demands

Marketing channels

Target markets,
segmentation, positioning

Supply chain

Competition

Offerings and brands

Marketing environment

Value and satisfaction

Marketing planning
Key Customer Markets
Consumer markets
Business markets
Global markets
Nonprofit/Government markets
Marketing Management Philosophies
Production Era
The Evolution of
Marketing
Product Era
Sales Era
Marketing Era
Relationship Marketing Era
Green Marketing Era
Societal Marketing Era
Holistic Marketing Era
Class Task 02
Understanding Marketing Orientations
Societal Marketing
Marketing Mix and the Customer
Four Ps
 Product
 Price
 Place
 Promotion
Four Cs
 Customer solution
 Customer cost
 Convenience
 Communication
Class Task 03
Rethinking the 4P’s
Functions of CMOs

Strengthening the brands

Measuring marketing effectiveness

Driving new product development based on customer
needs

Gathering meaningful customer insights

Utilizing new marketing technology
Figure 1.3 Improving CMO Success (cont.)
Make the mission and responsibilities clear
 Fit the role to the marketing culture and
structure
 Ensure the CMO is compatible with the CEO
 Remember that show people don’t succeed
 Match the personality with the CMO type
 Make line managers marketing heroes
 Infiltrate the line organization
 Require right-brain and left-brain skills

New Consumer Capabilities
A substantial increase in buying power
 A greater variety of available goods and services
 A great amount of information about practically
anything
 Greater ease in interacting and placing and
receiving orders
 An ability to compare notes on products and
services
 An amplified voice to influence public opinion

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
