Ninth and final seminar for my Managing Marketing Processes course in the MGM program at the Stockholm School of Economics, http://www.hhs.se/EDUCATION/MSC/MSCGM/Pages/default.aspx

1. Seminar 9
Managing Marketing Processes
---
Project Presentations:
Integrating Theory with Practice
Robin Teigland
Master of General Management
Stockholm School of Economics
September 26, 2013

2. Seminar 9 Overview
 Presentations
 Exam “hints”
2

3. Presentation Schedule
Present Feedback
Dragon Mojitos
Operation Brahma Transformers
Mojitos Peak Performance
Orange Dragon
Transformers Orange
Peak Performance Operation Brahma
3

4. 4
Final Presentation – 25 minutes max per Project
 Each team has 10 min max to present its Change Project
 Purpose and rationale for change
 Use of tools, e.g., stakeholder analysis, risk analysis, etc.
 Measuring impact and preliminary results
 Plan for moving forward
 Lessons learned
 One team leads feedback to Presenting Team for 10 min max
 What has the team done well?
 What would you have done differently?
 How well does the measurement fit the change initiative?
 What should the team think about when going forward?
 Promote learning and advancing the project: “Assess, Challenge,
Support”
 Sponsors and faculty will then provide further comments

5. Feedback
 Should add value to Team’s presentation content and
preparation of Marketing Plan.
 Include a summary of main points made by other students
during presentation today.
 Focus on both strengths and weaknesses primarily
regarding content, and less on communication style.
 MS Word Doc (max 3 pages) format – can be in bullet point
form.
 Can include pictures taken during presentation.
 Co-write feedback within your team during presentation.
 Upload Feedback to Courseweb and email to respective
team by September 27, 17:00.
5

6. Seminar 9 Overview
 Presentations
 Exam “hints”
6

7. 7
Intended learning outcomes
 Demonstrate understanding of how marketing theory and practice can benefit
an organization by creating and delivering value to its customers and
stakeholders.
 Demonstrate ability to gather, critically evaluate, and analyze relevant
information using marketing frameworks to make decisive recommendations
for action in a given marketing situation.
 Accurately identify marketing challenges, create strategic solutions, and
recommend effective tactical plans that demonstrate your knowledge of
integrated marketing concepts and your appreciation for the inherently strategic
nature of contemporary marketing and for the role marketing plays in business
strategy and performance.
 Show awareness and sensitivity for the global and fast-paced nature of
marketing and markets.
 Demonstrate oral and written communication skills by using persuasive and
evidence-based arguments in support of well-grounded management actions.
 Demonstrate team management by producing professional reports and
presentations developed through team collaboration.

8. What is Marketing?
Copyright © 2011 Pearson Education, Inc.
Publishing as Prentice Hall
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.

9. 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.
Copyright © 2011 Pearson Education, Inc.
Publishing as Prentice Hall
1-9

10. 10
What are the tasks of a
Marketing Manager?

11. Copyright © 2011 Pearson Education, Inc.
Publishing as Prentice Hall
2-11
What is a Marketing Plan?
A marketing plan is the
central instrument for
directing and coordinating
the marketing effort.
It operates at a strategic and tactical level.
McDonald, M. (2006) Strategic Marketing Planning: Theory
and Practice, The Marketing Review, 6, 375-418.

12. Some core concepts and frameworks
 PESTEL
 5-forces
 Mission, vision, values
 Business strategy
 Business model
 SWOT analysis
 Strategy hierarchy
 Core competencies
 Resources
 Capabilities
 Value chain
 Supply chain
 Marketing system
 Market orientation
 Marketing planning
 Market research
 Needs, wants, and demands
 Segmentation, targeting,
positioning
 Offerings and brands
 Marketing Mix 4 Ps – product,
price, promotion, place
 Packaging
 Product life cycle
 Brand
 Word of mouth
 Direct marketing
 Co-creation
 Social media