Introduction to Business Management

Block 02

Curso 2020-2021
Feedback + Groups

PCP 1 – Feedback (Best practices)

Class Routine (Break)

Subject Evaluation – Portal (5 minutes)

Group Allocation

Group work (Peer evaluations + Individual based assessment)

CURSO 2020 - 2021

1 GRADO EN INGENIERÍA DE SISTEMAS INDUSTRIALES
BLOCK 2
Road Map

Block 2

Marketing Management
Human Resource Management

PCP2 – Promotion Strategy (Design Thinking)

+ Strategy Presentations

(Potential idea: The top two groups with best strategies and presentations are selected
to share their ideas with Antonio and a panel of directors whose mandate is to
promote the industrial engineering program)

CURSO 2020 - 2021

2 GRADO EN INGENIERÍA DE SISTEMAS INDUSTRIALES
BLOCK 2
 Road Map
(continued) Tentative Plan

11 6 J – 11/03 2 PCP 2 – STEP One Explained

Marketing Management (4Ps)
12 7 M – 16/03 2 Marketing Management (Design Thinking + STP
process)
PCP 2 – STEP Two Explained
13 7 J – 18/03 2 Strategic Marketing Tools (SWOT/TOWS)
14 8 M – 23/03 2 Human Resource Management
15 8 J – 25/03 PCP 2 (First Deliverable) – STEPs 1 and 2
27/03 – 05/04 Semana Santa
16 9 M – 06/04 2 Revision Session
17 9 J – 08/04 2 Guest Speaker/Activity
18 10 M – 13/04 2 PCP 2 (Second deliverable) – STEPs 3 and 4
PCP 3 (Group Presentations)
19 10
CURSO 2020 - 2021 BLOCK 2
J – 15/04 GRADO EN INGENIERÍA
2 PCP 3 (Group Presentations)
DE SISTEMAS INDUSTRIALES 3
 PCP 2 – STEP One Get Started!

You are a group of first year students who plan to create an Integrated Marketing
Communication Strategy (IMC) to promote the Industrial Engineering degrees at UFV.

To carry out this task you need to perform the following steps:

Step 1: Understand your Organization (UFV – Industrial Engineering Degrees)

UFV: Mission and Vision

UFV Brand
Industrial Engineering at MSI Brand
Product offerings: Industrial Engineering
Value Proposition (Current)
CURSO 2020 - 2021 BLOCK 2 GRADO EN INGENIERÍA DE SISTEMAS INDUSTRIALES 4
Block 2

Marketing Management

CURSO 2020 - 2021 BLOCK 2 GRADO EN INGENIERÍA DE SISTEMAS INDUSTRIALES 5

What is Marketing?

The activity and set of

processes for creating,
communicating, delivering, and
exchanging offerings with value
for customers, clients, partners,
and society at large.

CURSO 2020 - 2021 BLOCK 2 GRADO EN INGENIERÍA DE SISTEMAS INDUSTRIALES 6

The Marketing Mix – the 4 Ps

e r,
n ag
ma
i n g
et
a rk Ps?
a m our
, as h e f
you ith t
t do o w
h a od
W ed t
ne

Adapting the Marketing Mix

to
(local + global) Customer Needs

CURSO 2020 - 2021

7 GRADO EN INGENIERÍA DE SISTEMAS INDUSTRIALES
BLOCK 2
Marketing Mix – Product

Product — Any good, service, or idea that satisfies a want or need plus
anything (components, after sales service, packaging) that would enhance
the product in the eyes of consumers.

Tangible and Intangible features ??

(e.g., tangible like design, taste, packaging, vs. intangible like quality, brand
name, country of origin).

CURSO 2020 - 2021

8 GRADO EN INGENIERÍA DE SISTEMAS INDUSTRIALES
BLOCK 2
Marketing Mix – Product Component Model

CURSO 2020 - 2021

9 GRADO EN INGENIERÍA DE SISTEMAS INDUSTRIALES
BLOCK 2
Augmented Product Component: The Brand Name

Brand
Awareness

Brand Brand Brand

Associations Value/Equity Loyalty

Brand
Satisfaction

CURSO 2020 - 2021 GRADO EN INGENIERÍA DE SISTEMAS INDUSTRIALES 10

What’s in a “Brand Name”?

Brand Value (a biggie!!):

It is the financial value of your brand. It is how much your brand is worth
if you were to sell it. It is measured on a 1 to 100 scale

Brand Equity is value of the brand based on the perception of its

customers.

Brand loyalty and Brand Satisfaction are the core of Brand Equity. How?

The more satisfied customers with your product or service, the more
loyal customer base you have, the more committed they are for future
purchases.

CURSO 2020 - 2021 11 GRADO EN INGENIERÍA DE SISTEMAS INDUSTRIALES

 What’s in a “Brand Name”?

Brand Value:

Brand Value can also be strengthened by Brand Awareness and Brand

Association.

Brand Awareness: How quickly or easily a given brand name comes to

mind when a product category is mentioned.

What comes to your mind when you think “soft drinks”?

CURSO 2020 - 2021 12 GRADO EN INGENIERÍA DE SISTEMAS INDUSTRIALES

What’s in a “Brand Name”?

Brand Value:

Brand Association: The

linking of a brand to
favorable images –
responsible brands.

After 37 years of Super Bowls, Budweiser won’t be in this year’s Big Game.
Instead it is donating its advertising dollars to the Ad Council and COVID
Collaborative to raise awareness of the Covid-19 vaccines.
https://www.forbes.com/sites/martyswant/2021/01/25/skipping-the-super-bowl-budweiser-is-donating-its-ad-dollars-to-covid-19-vaccine-awareness-
efforts/?sh=786c68cf3c17

CURSO 2020 - 2021 13 GRADO EN INGENIERÍA DE SISTEMAS INDUSTRIALES

What’s in a “Brand Name”?

Brand Value:

Draw a brand associations map for UFV.

CURSO 2020 - 2021 14 GRADO EN INGENIERÍA DE SISTEMAS INDUSTRIALES

What’s in a “Brand Name”?

Brand Value:

What are some strategic decisions you can consider to increase brand
value based on the following four components?

- Brand Awareness
- Brand Loyalty
- Brand Satisfaction
- Brand Association

CURSO 2020 - 2021 15 GRADO EN INGENIERÍA DE SISTEMAS INDUSTRIALES

What’s in a “Brand Name”?

Brand Value:

Potential Strategies

Increase your brand's promotion spending to raise brand awareness.

Differentiate your brand to create unique brand associations.

Introduce Customer loyalty plans to increase brand loyalty.

Introduce new product features to increase brand satisfaction.

Analyze the perception of your brand from a competition stand-point to

create positive attitudes toward your brand.

CURSO 2020 - 2021 16 GRADO EN INGENIERÍA DE SISTEMAS INDUSTRIALES

Marketing Mix - Continued

CURSO 2020 - 2021 BLOCK 2 GRADO EN INGENIERÍA DE SISTEMAS INDUSTRIALES 17

Marketing Mix – Promotions

What do we mean by Promotions?

What is common in all Promotions?

Communication is one of the major barriers to effective

promotion (to send the right message, you have to use the right
words and images)

Creating appropriate perceptions in

consumers’ minds

CURSO 2020 - 2021

18 GRADO EN INGENIERÍA DE SISTEMAS INDUSTRIALES
BLOCK 2
 Marketing Mix – Promotion

Integrated Marketing Communications

Advertising
Personal selling
Sales promotion
Trade shows and missions
Publicity
Public relations
Blogs
Product placements

CURSO 2020 - 2021

19 GRADO EN INGENIERÍA DE SISTEMAS INDUSTRIALES
BLOCK 2
Marketing Mix – Promotion

Promotions can result in a

terrific waste of money by
those who don't quite
understand what it's all
about...

unclear photo connection to

"emotions" (what relation to
skycrapers and white water
rafting? who / how many
potential visitors will
associate *that* with "500
year old emotions"?)

CURSO 2020 - 2021 BLOCK 2 GRADO EN INGENIERÍA DE SISTEMAS INDUSTRIALES 20

 Marketing Mix – Promotions

... But when done right, marketing (in this

case, advertising) can be brilliant and
effective...

At a time of rising petrol prices – the ad

shows a man holding the nozzle of a petrol
pump against his temple as though suicidal.
The caption: "Or buy a Volkswagen."

The VW campaign became so popular

The VW campaign was voted the best

campaign of all time by Advertising Age
magazine in 1999.
CURSO 2020 - 2021
21 GRADO EN INGENIERÍA DE SISTEMAS INDUSTRIALES
BLOCK 2
•

CURSO 2020 - 2021 BLOCK 2 GRADO EN INGENIERÍA DE SISTEMAS INDUSTRIALES 22

CURSO 2020 - 2021
23 GRADO EN INGENIERÍA DE SISTEMAS INDUSTRIALES
BLOCK 2
Marketing Mix – Promotions

Adapting Advertising to different countries is critical to the success of a business

https://www.youtube.com/watch?v=pMLrVP_E-jA

CURSO 2020 - 2021

24 GRADO EN INGENIERÍA DE SISTEMAS INDUSTRIALES
BLOCK 2
Marketing Mix – Promotions

Adapting Advertising to different countries is critical to the success of a business

CURSO 2020 - 2021

25 GRADO EN INGENIERÍA DE SISTEMAS INDUSTRIALES
BLOCK 2
Marketing Mix – Promotions

While very much needed to succeed in a market, adaptations can have a negative impact on
a company’s global image ….

CURSO 2020 - 2021

26 GRADO EN INGENIERÍA DE SISTEMAS INDUSTRIALES
BLOCK 2
 Marketing Mix – Promotions

Integrated Marketing Communications

Advertising
Personal selling
Sales promotion
Trade shows and missions
Publicity
Public relations
Blogs
Product placements

CURSO 2020 - 2021

27 GRADO EN INGENIERÍA DE SISTEMAS INDUSTRIALES
BLOCK 2
Marketing Mix – Promotions

Publicity – Negative

United Breaks Guitars!!

https://www.youtube.com/watch?v=5YGc4zOqozo

CURSO 2020 - 2021

28 GRADO EN INGENIERÍA DE SISTEMAS INDUSTRIALES
BLOCK 2
 Marketing Mix – Promotions

Trade Shows
The trade show or trade fair is the primary vehicle
for doing business in many foreign countries

• One of the two biggest electronic shows in the

world take place in Vegas (CES) every year.

Trade shows are not intended (normally) to

generate on-the-spot sales

• Contact and evaluate potential agents and

distributors
• Obtain market information about the
show’s host country
• Assess competitors

CURSO 2020 - 2021

29 GRADO EN INGENIERÍA DE SISTEMAS INDUSTRIALES
BLOCK 2
 Marketing Mix – Promotions

Media Channels

Radio and Television

The two major communications media in most countries, but different rules/usage apply:

Variations between national (state) channels and emerging private channels - TV has a huge
audience in Japan and China; In spite the restrictions, more freedom is achieved through Cable
and Satellite channels than state owned channels.

CURSO 2020 - 2021

30 GRADO EN INGENIERÍA DE SISTEMAS INDUSTRIALES
BLOCK 2
 Marketing Mix – Promotions

Media Channels

Radio and Television

Commercial breaks may be between rather than within programmes

In some countries, TV commercials are sandwiched together in a string of 10 to 50 commercials
within one station break
TV scheduling for an entire year must be arranged by the preceding year (timeline and budget.
Advertising is limited to 5% of time, or three minutes an hour, on radio and TVWhat is
“appropriate”?

CURSO 2020 - 2021

31 GRADO EN INGENIERÍA DE SISTEMAS INDUSTRIALES
BLOCK 2
Marketing Mix – Promotions

Media Channels

Newspapers, magazines

Too many or just a few?

- More than 1000 newspapers vs. 6 newspapers published nationally!
-Different restrictions apply (space availability, time lags between the order and actual
placement of ad, political affiliation of the newspaper)
-Few quality foreign magazines, Poor circulation, Many ads squeezed together
-The press in some countries can be highly politicized

-A tricky question: what is “appropriate”?

CURSO 2020 - 2021

32 GRADO EN INGENIERÍA DE SISTEMAS INDUSTRIALES
BLOCK 2
 Marketing Mix – Promotions

Media Channels

Online

Which channels?

Social Media (networking, blogging, tweeting, video sharing) – consumer

generated content
Censorship issues – youtube

CURSO 2020 - 2021

33 GRADO EN INGENIERÍA DE SISTEMAS INDUSTRIALES
BLOCK 2
 Marketing Mix – Promotions

Media Channels

Direct Mail
Important when other media are not available. Its effectiveness depends heavily on the
country’s mail delivery system and the availability of accurate mailing lists
Response rates in some Asian countries are much higher than in North America.
Target customers; who reads the flyers? Coverage, cost

Other Media
Billboard and other forms of outside advertising.

Be careful billboards are banned in São Paulo, Brazil.

Hong Kong is clearly the neon capital of the world, with Tokyo’s Ginza and New York’s
Times Square running close behind.
CURSO 2020 - 2021
34 GRADO EN INGENIERÍA DE SISTEMAS INDUSTRIALES
BLOCK 2
Bibliography

Text books

Nickels, W. G., McHugh, J. M., & McHugh, S. M. (2019). Understanding Business 12th ed. McGraw-Hill Irwin: New York, NY.

Palffy, G. (Ed.). (2015). How Business Works: A Graphic Guide to Business Success. DK Publishing.

Online Sources:

CURSO 2020 - 2021

35 GRADO EN INGENIERÍA DE SISTEMAS INDUSTRIALES
BLOCK 2
¿Preguntas? / Questions?

CURSO 2020 - 2021

36 GRADO EN INGENIERÍA DE SISTEMAS INDUSTRIALES
BLOCK 2