Download STUDYING MARKETING & OPERATIONS MK1HO2C

STUDYING MARKETING &
OPERATIONS
MK1HO2N
Lecture 1
Key learning objectives
1. By the end of the lecture students will have
an appreciation of key study skills.
2. By the end of the lecture students will have
an appreciation of key graduate skills.
Aim of lecture
1. To introduce students to learning in higher
education.
2. To highlight the key skills needed in order to
be an effective learner
3. To link learning skills to graduate skills and
employability
Top 10 Global brands
Source: Interbrand /BusinessWeek 2 August 2004
BRAND
BRAND VALUE
$Billions
1. Coca-Cola
67.39
2. Microsoft
61.37
3. IBM
53.79
4. GE
44.11
5. Intel
33.50
6. Disney
27.11
7. McDonalds
25.04
8. Nokia
24.04
9. Toyota
22.67
10. Marlboro
22.3
Insert job ads
What Employers want from Graduates
• Communication and
interpersonal skills
•
Organisational skills
•
Self motivation
•
The ability to work
as part of a team
•
Problem - solving
ability
Employer Satisfaction with Graduate Skills
Source:AC Neilson Research services Feb 2000
Most commonly cited areas of dissatisfaction
• Lack of communication skills
• Lack of interpersonal skills
• Lack of business practice
• Lack of problem solving ability
• Lack of creative flair
So how does this relate to studying for my degree?
(Source : University of Hertfordshire Graduate skills Menu 1999)
Self
Generic
Management
Generic
Intellectual
Communication
Practical
/applied
Marketing/operations
Knowledge/
understanding
Marketing/
Interpersonal
operations
specific
Intellectual skills
Allow you to make sense of marketing and business operations
information you are exposed to and use it for a variety of purposes.
EXAMPLE: Problem solving
Sales in low fat yogurt have been decreasing in the last two years
what might a marketer do about this .?
EXAMPLE: Memorising and recalling
What do the 4 Ps in the marketing mix stand for ?
EXAMPLE: Analysing
Using PEST as a tool for analysis explain how they can be used to
account for the fall in Marks & Spencer clothing range.
EXAMPLE: Questioning
Why have Dell been so successful in their distribution of computers ?
Practical /Applied:
This is information gathering, handling and
evaluation. These are used to enhance your
understanding of marketing and business operations.
EXAMPLE: Information gathering and evaluation
Information :Research from BMRB International 2004
30% 35-54 year olds are high spenders on online shopping
45-54 year olds with incomes of more than £50,000 are
more likely to be internet users.
Evaluation: Big internet spenders are time -poor, cash rich
group . A highly attractive segment for an e-retailer.
Communication : The process whereby information is
shared in the from of knowledge, meaning & feelings.
Communication informally/formally requires a range of
skills
• Speaking
• Listening
• Reading
• Writing
• Non-verbal
• Graphic
Interpersonal Skills
Involves an understanding & appreciation of individual
differences. It also involves using those differences to
your best advantage.Usually to achieve an objective.
Involves a number of skills
Managing people and resources
Assertiveness
Teamwork
Negotiating
Emphasizing
Networking
Self- management skills
Essential skills for an effective learner or marketing /business
operations practitioner.Sometimes referred to as ‘Learning to Learn
skills’ or ‘Personal Skills’
• Self assessment
• Adaptability
• Self reflection
• Responsibility
• Self confidence
• Time management
• Self -discipline
• Organizing
• Engagement
• Career awareness
Managing your learning
Your path to the most effective learning is through
knowing:
yourself
your capacity to learn
understanding the processes you have successfully
used in the past
Interest and knowledge in the subject
a key part of this is recognising your own strengths and
weakness.
You will be more effective if you recognize your
strengths and improve on your weaknesses
Where does teaching and learning
take place?
At University you will come
across some of these
Teaching and Learning
methods:
Lectures
Seminars
Group work
Personal study time
Reading
Library research
Information gathering and
evaluating
So what study skills do I need to be
effective?
Time management
Good note taking & use of notes
Working in a groups
Reading effectively
Academic writing skills
Presentation skills
Learning from feedback
Remembering & understanding
Coping with exams and tests
So why worry about study skills?
In order to be a successful happy student
you need to maximize your learning to be:
EFFECTIVE
EFFICIENT
&
ENJOYABLE