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Level 5 Diploma in Management and Leadership  Welcome to Unit 5008 Marketing Planning with Katherine Bull  and Brendan Fawcett
Learning objectives ,[object Object],[object Object],[object Object],[object Object]
Review of Introductory Diploma What you already know
Quick presentations ,[object Object]
Quick presentations ,[object Object]
Quick presentations ,[object Object]
Marketing definitions  ,[object Object],[object Object],[object Object],[object Object]
Company Orientations ,[object Object],[object Object],“ I just want things  to work properly.” - James Dyson
Company Orientations ,[object Object],[object Object],“ Our sales people really  know how to get people  to sign on the dotted line.”
Company Orientations ,[object Object],[object Object],“ You can have any  colour you want as  long as its black”
Company Orientations ,[object Object],[object Object],[object Object],[object Object],[object Object]
Difficulties in creating  a marketing culture ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Customers and stakeholders
Your stakeholders The University Your Division   Suppliers Staff Funders Colleges Colleagues Community Customers Students
Stakeholder Classification ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Meeting customer expectations
Customer dissatisfaction gap
Reasons for the gap ,[object Object],[object Object],[object Object],[object Object]
Customer Gaps
Finding out customer  expectations ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Monitoring Gaps
Monitoring Gaps
What is marketing planning?
Starting Point - Analysis Establish mission and goals Set corporate objectives Analyse environment Competitor Information Strengths and weaknesses internally Opportunities  and threats in external environment  Customer requirements
Analysis of environments ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],ANALYSIS
The marketing mix ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Product or service:  what are you offering?
The marketing mix ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The Marketing Mix ,[object Object],[object Object]
 
Initial meeting ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Changing the customer base ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Changing the customer base ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Going for Profit Game ,[object Object],[object Object],[object Object],[object Object],NORTHGATE Going For Profit!
AIDCA ,[object Object],[object Object],[object Object],[object Object],[object Object]
The Situation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],NORTHGATE
Making Decisions   ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Timing 12:50 14:00 14:20 14:40 15:10 15:40 16:00
Tendering Process ,[object Object],[object Object],[object Object],[object Object],[object Object]
Business Strategy ,[object Object],[object Object],[object Object],[object Object],[object Object]
Business Strategy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Business Strategy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Team Strategy ,[object Object],[object Object],[object Object],[object Object]
Final Profits ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
End of Day 1

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UoLCMI Day1

Notes de l'éditeur

  1. Need to quickly introduce ourselves…