NETWORKING, MARKETING,
COMMUNICATION MODULE
Karlovac, 3 – 4 July 2014
LEARNING OBJECTIVES OF THE MODULE




Understand the importance of having a marketing and communication strategy;
Understand the process of its preparation;
Understand the principles of market analysis and target groups definition;
Getting the know-how to plan the process of defining marketing and
communication strategies, measures and tools;
 Understand the importance of time plans, finances and responsibilities for the
marketing and communication strategy
LEARNING OBJECTIVES OF THE MODULE - UNDERSTANDING
Understanding the importance of marketing, communication and networking tools
is essential for their optimum use
Understanding the use value and potential of these tools means that students will
understand how the application of these tools will help them reach their business
goals
Preparation and implementation of marketing, communication and networking
activities is a PROCESS – needs to be upgraded, adjusted in order to meet current
market demands or suply capacity
Understanding that preparation of the marketing, communication and networking
activities is a supporting process to the proces of chosing / implementing your
business
LEARNING OBJECTIVES OF THE MODULE - UNDERSTANDING
Students will learn that they must first know WHAT they want to do (choosing a
business) and then decide HOW to best promote - sell their product, service (using
the most appropriate marketing and communication tools)
They will also understand that the same tools can be also used to further develop
their business via the response they get when implementing their communication
and marketing activities
LEARNING OBJECTIVES OF THE MODULE – KNOWING HOW
Students will learn how to use simple planning tools for marketing and
communication strategy preparation
Also through the practical experience of one of the methods of planning they will
be able to experience, on a case, the use value of the tools used
“CONNECTING THE DOTS”
There are different target groups
Growing your business
BUSINESS MODELS MODULE
Karlovac, 3 – 4 July 2014
LEARNING OBJECTIVES OF THE MODULE
Since legal aspects of opening a business differ from country to country, we will
focus on the CONTENT of the business models not on the legal aspects
To show students that business runs on three principles: FAIRNESS – VALUE FOR
MONEY – CONSTANT IMPROVEMENT the rest if formality
To evoke students to begin and see business as a process of TRANSFORMING A
POTENTIAL INTO VALUE AND CONSEQUENTLY INTO MONEY
To show students that potential lies in your product and IN THE PEOPLE YOU ARE
SELLING TO
PRINCIPLES – THINKING OUTSIDE THE BOX
The only way to discover
someting new, something that
can change the world is to think
without
restraints,
that
everybody else have. You must
think without the superficial
borders
set
by
your
surroundings.
...well actually it was a bit
embarrasing...the only thing I had
was some old, and I mean old
carrots...that was all the veg I
had...so I had nothing else to do I
had to prepare a dish anyway...
-Claus Meyer, cofounder of NOMA
restaurant -
- Steve Wozniak -
My vision on why to grow my
business? Simple, I want a
comupter
sold
in
every
household in the USA...for the
beginning
- Bill Gates -
...never forget that the fact that
never, never is the purpose of a
business to produce picture perfect
products and services, everybody
and everything has flaws. The sole
purpose of a business is to make
people happy...
-Guy Kawasaki -
PRINCIPLES – TAKING THE RIGHT STEPS AT THE RIGHT TIME
Students will understand the importance of the capacity (and competence) to
discovery potential in the environment and in the people for doing business
They will be presented with tasks which will test their ability to put into practice
their capacity to observe, identify, shape and create value for customers on a study
case following the mentioned principles of business and guidelines (see previous
slide)
By analysing a concrete business case (an inovative, cross sectoral / cultural),
students will be tested for their ability to recognise key sucess factors of the
business
By participating in a simple managerial game students will be put to the test on
their competence of “outside of the box” thinking and at the same time the
importance of complex environment perception will be clearly presented