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  • Planning Campaigns: Mathisha Hewavitharana

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    This document provides an overview of a planning campaign resource person and their qualifications and learning areas that will be covered. The resource person, Mathisha Hewavitharana, has extensive marketing qualifications and experience as a Chief Marketing Officer. The learning areas that will be covered include the campaign planning process, developing and implementing a campaign plan, and monitoring and evaluating campaign success. Key marketing definitions and concepts such as what is marketed, stakeholders, and their impact on organizations are also introduced.

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    01 Introduction

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    This document provides an overview of a planning campaign resource person and their qualifications and learning areas that will be covered. The resource person, Mathisha Hewavitharana, has extensive marketing qualifications and experience as a Chief Marketing Officer. The learning areas that will be covered include the campaign planning process, developing and implementing a campaign plan, and monitoring and evaluating campaign success. Key marketing definitions and concepts such as what is marketed, stakeholders, and their impact on organizations are also introduced.

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    11 views19 pages

    Planning Campaigns: Mathisha Hewavitharana

    Uploaded by

    Pathum Bimsara
    This document provides an overview of a planning campaign resource person and their qualifications and learning areas that will be covered. The resource person, Mathisha Hewavitharana, has extensive marketing qualifications and experience as a Chief Marketing Officer. The learning areas that will be covered include the campaign planning process, developing and implementing a campaign plan, and monitoring and evaluating campaign success. Key marketing definitions and concepts such as what is marketed, stakeholders, and their impact on organizations are also introduced.

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    of 19

    Planning

    Campaigns

    Mathisha Hewavitharana
    Resource Person

    MATHISHA HEWAVITHARANA

    MBA (Col), BBA Sp.Mktng (Col), PPG


    DIP. In Mktng (UK), MCIM (UK), Chartered
    Marketer (UK), ACMA, CGMA (CIMA),
    DBF (IBSL), AIB (IBSL), MSLIM (SL),
    Practicing Marketer (SL).

    Chief Marketing Officer – Siyapatha


    Finance PLC.
    Learning Area Coverage

    Unit 1: Campaign Process

    1: Understand the process of planning a campaign


    2: Know how to undertake an internal and external situational
    analysis

    Unit 2: Planning Campaigns in Action

    3: Know how to develop a successful campaign plan


    4: Understand how to implement a plan in practice

    Unit 3: Campaign Success

    5: Understand the principles of monitoring a marketing campaign


    6: Know how to undertake a post campaign evaluation
    Brief Introduction to PC
    What Is Marketing?

    Is it a Theory ?
    Is it a Concept ?
    Is it Selling Goods & Services ?
    Is it creating unnecessary Needs ?
    Is it Done by You ?
    What Is Marketing?

    Marketing is the activity,


    set of institutions,
    and processes for creating,
    communicating, delivering,
    and exchanging offerings
    that have value for customers,
    clients, partners, and society at large.
    What Is Marketing?

    Marketing is the systematic


    management process
    that is responsible for identifying,
    anticipating and satisfying
    customer needs and wants
    competitively, effectively and profitably
    in a socially acceptable manner.
    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
    stakeholders.
    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.

    Refer : Page 05 ( Marketing Management 14th edition)


    What Is Marketed?

    • Goods

    • Services

    • Events

    • Experiences

    • Places

    Refer : Page 05 - 06 ( Marketing Management 14th edition)


    What Is Marketed?

    • Persons

    • Properties

    • Organizations

    • Information

    • Ideas

    Refer : Page 06 - 07 ( Marketing Management 14th edition)

    V 01
    Who are “S T A K E H O L D E R S” ??
    STAKEHOLDERS
    Definitions . . . . .

    Those persons and


    organizations that have an
    interest in the strategy of the
    organization.

    - (Cima)
    STAKEHOLDERS
    Definitions . . . . .

    Any group or individual who can


    affect or is affected by the
    achievement of the organizations
    objectives.

    - (Freeman 1984)
    STAKEHOLDERS
    Common Definition . . . .
    STAKEHOLDERS
    Types of Stakeholders . . . .

    A) INTERNAL STAKEHOLDERS

    B) RELATED STAKEHOLDERS

    B) EXTERNAL STAKEHOLDERS

    - STRATEGIC STAKEHOLDERS

    - MORAL STAKEHOLDERS
    STAKEHOLDERS
    Impact of Stakeholders. . . . (Freeman’s Map)
    STAKEHOLDERS
    Impact of Stakeholders. . . . (Mandelow Matrix)
    Thank You !

    0773 – 29 20 29
    mathihewa@yahoo.com
    Mathisha Hewavitharana

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