Slides from my MGM Managing Markering Processes Course

1. Managing Marketing Processes
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Introduction – Understanding
Marketing Management
Seminar 1
Robin Teigland
Master of General Management
Stockholm School of Economics
October 6, 2014

2. Who am I? (LinkedIn Inmaps)
Swedish
Industry
SS
E
Exec Ed
Research
Wharton
Stanford
McKinsey
vonorange.com

3. Seminar 1 Overview
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4. 4
Intended Learning Outcomes

5. Course Description
 Multi-method
 Lectures, Presentations, and External Guests
 Individual Assignments (55%)
 Readings and questions for external guests (P/F)
 Individual class participation (10%)
 Final exam (45%) – Open book and note exam
 Group Assignments (45%)
 Seminar hand-ins (P/F)
 Marketing plan presentations and report (45%)
 Active learning and shared responsibility
 Open dialogue and discussion in and outside of class
 Information sharing and appropriate use of internet inside/outside class
 Slideshare, twitter, etc.
 www.plagiarism.org
 Active groupwork – pull your weight
 Advise me of challenging situations
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6. Course Description - Changes
 Use updated course description – October 6
 Class times
 Note October 16, 14:15 to 17:00
 Questions for lecturers
 Piratepad and not google docs
 Submissions
 Make sure you upload under the correct assignment.
 Marketing plan submissions and feedback
 Courseweb and not SSEBox
 Presentations
 PDFs are ok
 Submissions for Seminars 4, 6, 7 to be uploaded
 Still working with the guest lecturers on these
 Integration
 Microeconomics and Marketing Module
 November 3, 14:15-16:00
 Live Case for all four courses
 November 10-14
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7. Marketing Plan Group Assignment
 Assume role of “marketing manager” and select
company within specified industry
 Develop marketing plan for product/service not
currently offered by your company to be launched on
Swedish market
 Completely new-to-the-world or new to your company
 Write comprehensive marketing plan profiling
competitive strategy to bring that product/service to
Swedish market
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8. 8
?
Marketing Plan Teams
Industry Company Offering Team
Business-to-Business Fortune 500
Multinational
Product
Business-to-Business Fortune 500
Multinational
Service
Business-to-Business SME (<250 employees) Product
Business-to-Business SME (<250 employees) Service
Business-to-Consumer Fortune 500
Multinational
Product
Business-to-Consumer Fortune 500
Multinational
Service
Business-to-Consumer SME (<250 employees) Product
Business-to-Consumer SME (<250 employees) Service
• Send me by email (robin.teigland@hhs.se) your first and
second choices of the industry, company, offering
combination by October 7, 17:00.
• I will assign teams on a “first come, first served basis”.

9. Suggestions for marketing plan
 Check out crowdfunding platforms, Fundedbyme,
Kickstarter, Indiegogo, Crowdcube
 Loan product by Fundedbyme.com, contact Michal Gromek,
email michal@fundedbyme.com
 Innovative Parking Experience with Crown Nordic
Management and two Executive MBA students (see pdf on
Courseweb)
 New Uber offering, contact CEO Robin Reznik, email
robin@uber.com
 Smartups and the sharing economy:
www.slideshare.net/DemosHelsinki/smartups-sharing-economy-
as-the-first-splash-of-the-next-wave-of-startups
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10. 10
What is a marketing course about?

11. 11
http://gizmodo.com/dhl-pranked-ups-into-advertising-for-them-1526964505

12. The Marketing Mix
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13. Figure 1.1 A Simple Marketing System
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14. Company Orientations
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Production
Product
Selling
Marketing

15. Evolution of Marketing Concepts
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https://www.inkling.com/read/marketing-3-philip-kotler-1st/chapter-2/figure-2-1

16. 16
Selling is not the most important part
There will always be need for some selling.
But the aim of marketing is to make selling superfluous.
The aim of marketing is to know and understand the
customer so well that the product or service fits him and
sells itself. Ideally, marketing should result in a customer
who is ready to buy. All that should be needed is to make
the product or service available.
Peter Drucker

17. Marketing is about engagement
https://www.youtube.com/watch?v=qngURElbkP4
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18. 18

19. http://techcrunch.com/2014/07/17/nikes-secret-new-york-vending-machine-trades-free-swag-for-fuelband-points/ 19

20. DHL’s MyWays

21. Today’s Assignment
 What is Marketing Management? (1-2 slides)
 Based on the course readings, your previous experience,
and potentially other sources, develop your own
definition of marketing management.
 What are the relationships between marketing
management and the concepts of vision, mission,
strategy, and business model?
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22. Today’s Assignment
 What is the Marketing Manager’s role? (1-2
slides)
 Based on the course readings, your previous experience,
and potentially other sources, develop your own
understanding of the role of the Marketing Manager.
 What core skills does the Marketing Manager need and
how do these differ from those of the CEO and other
managers in an organization?
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23. The Strategy Hierarchy
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Where should
we compete?
How should
we compete?

24. Core concepts in strategy
 Mission
 Purpose: Why we exist
 Vision
 What we want to be
 Values
 What we believe in and how we behave
 Strategy
 Single precise competitive game plan that will drive
the business over the next five years or so
 Objective (ends), scope (domain), and advantage
(means) that require trade-offs
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Collis & Rukstad, 2008

25. 25
Making choices
 Strategy is about choosing what NOT to do:
 Which customers not to serve
 What products or services not to offer
 Which activities not to perform
Strategy is about NOT being all things to all people
Porter

26. Strategy ≠ Business Model
 Business model (Magretta, 2002)
 Describes, as a system, how the pieces of a business
fit together.
 Does not factor in one critical dimension of
performance: competition
 Reflection of a realized strategy
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Every organization has a business model . [it] makes
some choices, which have consequences. [But] not every
organization has a strategy - a plan of action for different
contingencies that may arise. (Casadesus et al. 2010)

27. 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
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stakeholders.

28. 28
What is marketed?

29. What is Marketed?
• Goods
• Services
• Events
• Experiences
• Persons • Places
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• Properties
• Organizations
• Information
• Ideas

30. Copyright © 2011 Pearson Education, Inc.
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Key Customer Markets
 Consumer markets
 Business markets
 Global markets
 Nonprofit/Government markets

31. 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.
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32. 32
What are the tasks of a
Marketing Manager?

33. 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
What is missing?
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34. Holistic Marketing
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35. Roleplay
 You have just been recruited as the new
marketing manager for Stockholm School of
Economics.
 You decide to take a holistic marketing
perspective in your new job.
 Which of the four dimensions of the holistic
marketing concept would you choose to focus
on first and why? (2-3 slides)
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36. The Marketing Mix
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37. The New Four Ps
People
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Processes
Programs
Performance

38. For Review
 Why is marketing important?
 What is the scope of marketing?
 What are some fundamental marketing
concepts?
 How does marketing fit into the overall
organization?
 What are the tasks necessary for successful
marketing management?
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39. Seminar 2 Overview
 Aligning Strategy and Marketing Planning
Process
 Guest Speaker, Vanessa Meyer,
Loadimpact.com
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