train for future malta, 21-24 april 2008 module: promotion and marketing assoc.prof. todorka...
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TRAIN FOR FUTURETRAIN FOR FUTUREMALTA, 21-24 April 2008MALTA, 21-24 April 2008
MODULE:MODULE:PROMOTION AND MARKETING PROMOTION AND MARKETING
Assoc.prof. Todorka Kostadinova, Ph.D.
Goals and Methods
EURAXESS TrainingEURAXESS TrainingModul: Promotion and MarketingModul: Promotion and Marketing
Main goals of the module: 1. To improve our knowledge in the field of promotion and
marketing
2. To promote the new image, logo and policy of Euraxess
3. To empower the people from the Euraxess network with contemporary marketing tools for achieving higher quality
and efficiency in their activities.
Methods, tools and results
EURAXESS TrainingEURAXESS TrainingModul: Promotion and MarketingModul: Promotion and Marketing
Expected results at the end of the module:1. Better understanding and preparation for promoting the
Euraxess network, as well as for improving the image of the network
2. Acquired knew knowledge and ability to use 5 new marketing tools
3. Developed 2 marketing products:
- a “Marketing Plan” for the centers where the participants work
- an “Integrated Marketing Communication Strategy” 4. Improved skills for team working.5. Achieved higher level of self-confidence and satisfaction.
Content of the presentation
EURAXESS TrainingEURAXESS TrainingModul: Promotion and MarketingModul: Promotion and Marketing
Main methods:Marketing managementTransformational marketingInteractive lecturingCoachingTraining for adults
Our leading principles:
“From Talk – to Action”“Enjoy what are you doing and you do it well”
Content of the presentation
EUREAXESS TrainingEUREAXESS TrainingModul: Promotion and MarketingModul: Promotion and Marketing
Tools:1. Marketing Plan2. “Getting on the balcony”3. “Sun game” – Segmentation4. Marketing – Mix tool5. CRM – Customer Relationship Marketing
Expected products
EUREAXESS TrainingEUREAXESS TrainingModul: Promotion and MarketingModul: Promotion and Marketing
Products:
1. “Marketing Plan” for the centers where the participants work
2. “Integrated Marketing Communication Strategy”
Content and rules
EURAXESS TrainingEURAXESS TrainingModul: Promotion and MarketingModul: Promotion and Marketing
Presentation Short discussion about schedule of the day Rules and consensus
Definitions and basic terms in promotion and marketing Main differences between trade marketing and social
marketing Marketing strategies and opportunities for the research
Centers and Euraxess network Marketing Plan as a main tool
EURAXESSEURAXESS TRAINING TRAINING
MALTA, 21-24 April 2008MALTA, 21-24 April 2008
Main topics
• Clients and stakeholders/interested groups – matrix and positioning (Blair and Fottler Matrix)• How to communicate with clients and partners• How to measure performance• Communication strategies: Moving from the “information society" of 20- century to the new “knowledge society" of 21-st century•Tools and approaches within EURAXESS network
EURAXESSEURAXESS TRAINING TRAININGMALTA, 21-24 April 2008MALTA, 21-24 April 2008
1-st day agenda
Results and discussion
Collective conclusions
Lessons learned
“Brain Container”
Evaluation of the day
EURAXESSEURAXESS TRAINING TRAININGMALTA, 21-24 April 2008MALTA, 21-24 April 2008
1-st day agenda
More than 3000 definitions Macro marketing, Meso marketing, Micro marketing Political marketing Social Marketing Trade marketing “The core marketing concept includes optimization of
exchange relationships with the markets where the focus is on the customer (different customers and clients for different markets) and the the desired result is their satisfaction”.
“Pro” and “Con”
Marketing is not only advertising and is not the equivalent of PR
Marketing includes a broad field of activities connected with planning, facilitating and conduction of voluntаry exchange of products, ideas, services and information.
EURAXESSEURAXESS TRAINING TRAININGMALTA, 21-24 April 2008MALTA, 21-24 April 2008
1-st day agenda
Marketing includes also decisions:
- What kind of products to offer (product policy)
- To Whom and How to offer the services (markets, choice and
positioning)
- How to assure access to the services and information about them
EURAXESSEURAXESS TRAINING TRAININGMALTA, 21-24 April 2008MALTA, 21-24 April 2008
1-st day agenda
Marketing strategies:
- Product strategy - Production strategy - Trade strategy - Marketing strategy - Social marketing strategy – to promote new
behavior, to sale attitude,
Communication program
Main elements:
– Developing a message – what kind of message and how to provide it ,
– Choosing the channels and tools – where, how and from whom to be send, to which target groups.
Marketing communication system( Kotler, Armstrong, 2006)
Organization
• Advertising
•Special promotions
• Public relationsMediators Customers
Communication “face
to face”
Advertising
Special promotions
Public relations•
Target groups
and society
Direct communication
– Personal meetings, – Presentations, – Working meetings and
workshops, – Seminars, – Courses, – Telephone calls, – Internet contacts.
Advertising
Personal and non personal (with sponsors).
Working with media:– News papers– Direct post– Radio– TV– External advertising– Internet
Marketing plan
Where are we now
Marketing environment
Step 1
Focus of the plan
Defining goals
Environment analysis
SWOT analysis
Where we want to go?
Markets,
goals and tasks
Step 2 Choice of selected groups
Step 3 Setting of goals and tasks
Step 4 Market analysis and competitors analysis
How we go there?
Marketing strategies
Step 5
Product – definition of the market offer
Price – focus on the cost
Access (Distribution)
Promotion – developing messages and choosing of communication channels
How we stay there?
Management of marketing
programs
Step 6 Development of plan for evaluation and monitoring
Step 7 Defining the budget and finding of sources (financing)
Step 8 Development of the action plan
Stakeholders/Interested Groups MatrixBlair and Fottler Matrix)
high Supportive groups Mixed
Potential for
collaboration
Neutral Non - supportive
low low high
Potential for Threats