BUSM2412

Marketing for Managers

Topic 1: The Role of Marketing
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Welcome to BUSM2412
Marketing for Managers

• Dr Vicki Little
• Contacts
o Teams chats links here
 Group 1
 Group 2
o Vicki.little@rmit.edu.vn
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Today’s schedule
• 14:00 Introductions & course briefing
• 15:15 Coffee break
• 15:30 Overview of marketing
• 16:30 Close

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Core learning objectives

1. Apply key concepts and tools of marketing theory
and practice Idea
s/ lo
gics
2. Implement the strategic marketing planning process
to develop and manage a marketing plan.
3. Use marketing information and research tools to Rese
a

Marketing practice
perform a marketing situation analysis anal rch,
ysis,
idea
t i on
4. Evaluate design options regarding marketing mix
elements in different business contexts. 
5. Present (quantitative/qualitative) information in a
clear, simple and informative format. SELL
!

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Today and tomorrow

TODAY TOMORROW
• Introductions • Client briefing
• Course & deliverables briefing – You are welcome to work on your own
business
• Tentative teams HOWEVER pitch
must be done in class
• Marketing – a clear and present as a team of 4-6
danger … • Marketing
environment
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Dr Vicki Little

• Background
o Advertising/ marketing
management/ start-up/ consulting
• Teaching & research
o Marketing/ society nexus
o Entrepreneurial / B2B/ marketing
strategy
o Innovation & sustainability

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Team exercise – 10 mins

• Let’s create some social
capital!
• Share your contact details
• Belbin profiles?
• Come back with one or two
fun facts about your team to
share …

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Wanted: 2 class reps!

• Role: Informal voice of the ‘customer’
–Listening
–Advising re any issues
–Providing insight
• Please email:
–Vicki.little@rmit.edu.vn
• THANK YOU!

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COURSE BRIEFING
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You ar
Timetabling to drop
e welc
o me
in
other c to the
lass 

Group 1
Sat 30 Oct Sat 6 Nov Sat 13 Nov Sat 20 Nov Sat 27 Nov
Mornings
Sun 31 Oct Sun 7 Nov Sun 14 Nov Sun 21 Nov Sun 28 Nov
9-11:30am

Group 2
Sat 6 Nov Sat 13 Nov Sat 20 Nov Sat 27 Nov Sat 4 Dec
Afternoons
Sun 7 Nov Sun 14 Nov Sun 21 Nov Sun 28 Nov Sun 5 Dec
2-4:30pm

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Session Date  Topic RMIT
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1  Nov 6 Role & nature of marketing Prepare for client brief (desk
research, question preparation)
Introductions, team formation

2  Nov 7 Marketing environment Client brief, Q&A Learn

3  Nov 13 Marketing research

4  Nov 14 Buyer behaviour

5  Nov 20 Segmentation, targeting

6  Nov 21 Differentiation, positioning A1 Sit analysis 23:00 (30%)

 7 Nov 27 Product strategy/ pricing Client Q&A 
Ideat
8 Nov 28 Distribution/ IMC   e
9 Dec 4 Client pitch in class A2 Client pitch (40%)
Sell
10 Dec 5 CSR/ future marketing  
11  
Refle
ct
12 A3 Marketing solution 23:00 & ref
(30%)
ine
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Assignments
1. Situation analysis (30%)
Learn
– Individual report - 1500-2000 words

2. Client pitch (40%)

Ideat
– Team – 15 minutes - in class session 9
e
& sel
l
3. Specific solution (30%)
Refle
– Individual report - 1000-1500 words ct
& ref
ine

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MARKETING – YESTERDAY, TODAY AND

TOMORROW
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Subtopics

• Importance of marketing
• Scope of marketing
• Marketing concept
• How marketing has changed –
or has it?
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A formal definition of 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.
Source: https://www.ama.org/the-definition-of-marketing-what-is-marketing/

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What can be ‘marketed’?

Products

Places
Ideas

Behaviours

Service People 16
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Definition
Trusted

Marketing management is the art and

science of…
• Choosing target markets
• Getting, keeping, and growing buyers/
customers/ users/ beneficiaries
• Creating, delivering, and
communicating
superior value

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The aim:
• Profitable revenue streams
– OR cost-effective behavioural change/
service provision
• Through
–Superior customer value
–Efficient least cost organisation

• Implications?
–(what does that mean for how
organisations should approach marketing?)
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Needs vs wants vs demands

• Wants backed by buying

Demands power

Wants
• Form that needs take as they are shaped
by culture and individual personality (what
shapes culture?)

• States of deprivation

Needs • Physical—food, clothing, warmth, safety

• Social—belonging and affection
• Individual—knowledge and self-expression

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Importance of Marketing
Marketing • Marketing drives demand and revenue

• Creating ‘Product/Service’ demand

Demand
• Generating revenue, business growth

Revenue • What else does marketing grow?

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The marketing process

Trusted

7Ps: Product, Price,

Macro and Segmentation, Consumer behaviour monitoring,
Place, Promotion;
micro Targeting, customer relationship
Physical, Process,
environments Differentiation management (CRM), marketing
People
analysis, and Positioning analytics, corporate social
4Cs: Co-creation,
SWOT analysis responsibility (CSR) and ethical
Currency, Communal
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Activation and marketing
Conversation
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Marketing revolution

Marketing Marketing 2.0/3.0 Marketing 4.0

1.0 Customer Co-creation
Product solutions Currency Marketing 5.0
Price Customer cost Communal Critique?
Place Convenience activation
Promotion Communication Conversation

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Kotler et al 2017, Moving from Traditional to Digital, Wiley
Marketing 4.0

•
Brand engagement

01/06/2022
01/06/2022
Customer engagement
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Marketing 4.0
Brand engagement

01/06/2022
Customer engagement
25 from Traditional to
Kotler et al 2017, Moving
Digital, Wiley
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Co-creation

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GoPro - Communal activation and conversation

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https://www.youtube.com/watch?v=Gx9ifPTGxnE&ab_channel=Levi%27s%C2%AE
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Social co-creation?
• https://www.youtube.com/watch?v=UbKfNEZMS6g&ab_channel=Unilever

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• To what extent
do you consider
delivering value
to customers
AND maintaining
social well-being
is possible?
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Indra Nooyi, CEO of PepsiCo

Strategic marketer - CMO

–Strategic thinker
–Global orientation
–Analysis then action
–Leadership
–Results oriented
– Metrics
– Financial accountability
Richard Branson, CEO of Virgin Galactic

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Functional marketer
• Contributes to marketing strategy
and marketing plan
–Market research
–Marketing communications
• Builds relationships with customers
• Builds strong and engaging brands
• Communicates brand value
• Creates long-term growth for
company
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In service organisations, what happens if marketing is

not embraced by the entire organization?

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You’re thinking about investing in a

tennis racquet factory …
• Assets:
– Automated equipment
– IT system
– Great production team
• What else would you need to know?
– Quality of product?
– Customisable to customer requirements?
– Customers????
– Price, cost structure of product, current market
share, BRAND???????,
– Long term vision, ethics, org character, / reputation,
– Geographic coverage of sales – exports? Local
market coverage?

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Reflection …

• Importance of marketing
• Scope of marketing
• Marketing concept
• How marketing has changed –
or has it?
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Today and tomorrow

TODAY TOMORROW
• Introductions • Client briefing
• Course & deliverables briefing – You are welcome to work on your own
business
• Tentative teams HOWEVER pitch
must be done in class
• Marketing – a clear and present as a team of 4-6
danger … • Marketing
environment
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Vicki’s recommended eye opening reading list

• Armistead, Claire. "Stories to Save the World: The New Wave of Climate Fiction." The
Guardian online (https://www.theguardian.com/books/2021/jun/26/stories-to-save-
the-world-the-new-wave-of-climate-fiction), Saturday 26 June 2021.
• Avery, Gayle, and Harald Bergsteiner, eds. Sufficiency Thinking: Thailand's Gift to an
Unsustainable World. Crow's Nest, NSW, Australia: Allen & Unwin, 2016.
• Handy, Charles. "The Hungry Spirit: Beyond Capitalism – a Quest for Purpose in the
World." New York, NY: Broadway Books, 1998.
• Hart, Stuart L. Capitalism at the Crossroads. Aligning Business, Earth, and Humanity.
New Jersey: Wharton School Publishing, 2007.
• Klein, Naomi. This Changes Everything: Capitalism Vs. The Climate. New York, NY:
Simon and Schuster, 2015.
• Kotler, Philip. My Adventures in Marketing. 2017.
http://www.marketingjournal.org/welcome-to-the-age-of-demarketing-an-excerpt-fro
m-philip-kotlers-autobiography-philip-kotler/
.
• McDonough, William, and M Braungart. Cradle to Cradle - Remaking the Way We Make
Things. New York: North Point Press, 2002.
• Shove, Elizabeth. Comfort, Cleanliness and Convenience: The Social Organization of
Normality. New Technologies/ New Cultures. Edited by Don Slater. Oxford: Berg, 2003.