Introduction to
Marketing Practice
Lecture 1
Karen Knibbs and Vesselin Blagoev
Marketing Practice – U14210 S2 09/10
Welcome to Marketing Practice!
Introduction to the Unit
 Syllabus
 Assessment
 Student preparation


Tutor Support & IUC Blackboard
• (replacement for WebCT)

2
So what’s Marketing Practice
all about?
Marketing Practice S2 2010
Unit overview - handbooks

Learning outcomes – you will be able to:
1. Demonstrate an understanding of
operational marketing practices
2. Identify links between marketing
activities and relevant theories and
concepts
3. Recognise and explain the reasons
for success and failure of marketing
programme implementation
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Marketing Practice S2 2010
Syllabus
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
4
Introduction: marketing in practice
Contemporary issues in marketing theory and
practice
Marketing Planning
Market and Marketing Research
Market Information and Analysis
Strategic Marketing Planning – using metrics
Customer relationship management (CRM)
Brand Management
Business-2-Business (B2B) & SME Marketing
Electronic, Mobile & Internet Marketing
Revision
Marketing Practice S2 2010
Assessment

40% of total mark: Group
Presentation
 weeks 7-10, issue analysis and
mini mktg plan on one of the 4 P’s
 plus an individual reflection report
“And now let’s dim the lights
so I can read the exact
contents of each slide to you”
• Fail to turn up=fail

60% of total mark: Short essay
exam
 2 questions from 5, 11/2 hours
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Marketing Practice S2 2010
Student Preparation
Turn up prepared to seminars!
 Do background reading


Core textbook (same as Principles of Marketing)
• Baines, P., Fill, C., & Page, K. (2008).
Marketing. Oxford: Oxford University Press.It

The recommended reading list includes
also
Kotler and Armstrong (2010) and
Kotler and Keller (2009).
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Marketing Practice S2 2010
Tutor Support

Each week in seminars
Extra examples, literature discussion
 Case study review

Week 6 – bring your work-in-progress
for Assessed Presentations
 Discussion boards – prepare for the
discussions

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Marketing Practice S2 2010
So what’s Mktg Pract all about?
Challenging the definition/s of marketing
 Reviewing how marketing is viewed,
used and applied in the “real world”?
 Putting you in the shoes of a Marketing
Practitioner
 Analysing typical marketing research
information
 Finding out what YOU have learned!

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Marketing Practice S2 2010
Marketing in context

Marketing is useful to ALL types
of business
Textbooks often focus on large
“blue chip” companies, typically
consumer oriented, American
and globally operating
 Let’s consider SME’s (account for
99.8% of all UK businesses – ONS, BERR 2006),
B2B, NFP, Dotcoms

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Marketing Practice S2 2010
What do I need to do now?
Read the handbook
 Read the core text
 Agree who you’re going to work
with for the assessed presentation
 Start thinking of a company to
research
 Check out the IUC Blackboard

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Marketing Practice S2 2010