Download STUDYING MARKETING & OPERATIONS MK1HO2C

STUDYING MARKETING &
OPERATIONS
MK1HO2C
Lecture 1
Updated 10/9/07
Key learning objectives
1. Students at the end of the lecture 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 10 September 2007
BRAND
BRAND VALUE
$millions
1. Coca-Cola
65,324
2. Microsoft
58,709
3. IBM
57,091
4. GE
51,569
5. Nokia
33,696
6. Toyota
32,070
7. Intel
30,954
8. McDonalds
29,398
9. Disney
29,210
10. Mercedes
23,568
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
Intellectual
Management
Communication
Marketing/operations
Knowledge/
understanding
Generic
Practical
/applied
Marketing/
Interpersonal
operations
specific
Intellectual skills
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
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 4554 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
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
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
network
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
You need to recognize 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?
Teaching and learning methods
Lecture
Seminar
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