MarketingTheory - Section Three

Marketing Theory
and Management
in the Digital Age
Gabor Bodis
2019
Section One
Section One Road Map
01_Warm-up
02_Course frames
03_Competencies
04_Learning outcomes
05_Assessment
06_Agreement
Section Two
Section Two Road Map
01_Introduction
02_Problem-based approach
03_The strategic context
04_Vision, mission and values
05_Corporate/marketing strategies
06_Strategic marketing goals
Section Three
Section Three Road Map
01_Argument-based approach
02_Policy cycle concept
03_A case study
04_Agenda setting
05_Policy formulation
06_Exploration and research
03_A case study
04_Agenda setting
Pair work
The culture of arguments.
How should we evaluate arguments

that people make to persuade us?
And how should we construct our own
arguments to be the most effective?
What makes an argument good?
5 principles:
1. Structure
2. Relevance
3. Acceptability
4. Sufficiency
5. Rebuttal
5 principles:
1. Structure
2. Relevance
3. Acceptability
4. Sufficiency
5. Rebuttal
Structure.
• Does the communication include at least one

reason to support the conclusion as being true?
• Could any of the key premises be interpreted as
making the same claim as the conclusion?
• Do any of the premises contradict another one?
5 principles:
1. Structure
2. Relevance
3. Acceptability
4. Sufficiency
5. Rebuttal
Relevance.
• If the premise were true, does it make you more

likely to believe that the conclusion is true?
• Even if the premise were true, should it be a
consideration for accepting the truth of the
conclusion?
5 principles:
1. Structure
2. Relevance
3. Acceptability
4. Sufficiency
5. Rebuttal
Acceptability.
• Is the premise provided one that a mature,

rational adult would likely accept?
• What evidence is provided as part of the claim,
and does it conform to the standards of
acceptability or the conditions of unacceptability?
5 principles:
1. Structure
2. Relevance
3. Acceptability
4. Sufficiency
5. Rebuttal
Sufficiency.
• Are the reasons provided enough to drive to

the arguer’s conclusion?
• Is some key or crucial evidence missing that
must be provided in order to accept the
argument?
5 principles:
1. Structure
2. Relevance
3. Acceptability
4. Sufficiency
5. Rebuttal
Rebuttal.
• Does the argument provided address

the strongest counterarguments
effectively?
• Does the arguer anticipate and address
serious weaknesses in the argument?
03_A case study
04_Agenda setting
Politics vs Policies.
What are the differences?

Let us put the above terms
into the following
categories and discuss the
differences together.
Provide good arguments.
Category: STRUCTURE Politics Policies
Part of the government system
Refers to an organisational process
Can be called a plan
A policy making framework
Category: STRUCTURE Politics Policies
Part of the government system •
Refers to an organisational process •
Can be called a plan •
A policy making framework •
Category: DEFINITION Politics Policies
Overall plan embrace general goals
An action proposed by a firm
Refers to a political entity, a nation
The art of governing
Category: DEFINITION Politics Policies
Overall plan embrace general goals •
An action proposed by a firm •
Refers to a political entity, a nation •
The art of governing •
Category: SCOPE Politics Policies
The theory and practice of ruling
Parties adhere to certain policies
Most companies follow them
Individuals have certain of them
Category: SCOPE Politics Policies
The theory and practice of ruling •
Parties adhere to certain policies •
Most companies follow them •
Individuals have certain of them •
Category: ORIGIN Politics Policies
Derives from the Greek word
politicos meaning an official which
has been modelled on Affairs of the
City by Aristotle
Derives from the old French word
policie, the Greek politeia
Category: ORIGIN Politics Policies
Derives from the Greek word
politicos meaning an official which
•
has been modelled on Affairs of the
City by Aristotle
Derives from the old French word
•
policie, the Greek politeia
Policy classification.
1. Distributive
2. Regulatory
3. Constituent
4. Redistributive
Policy classification.
1. Distributive education, health care

2. Regulatory taxation, environment
3. Constituent authorities in system
4. Redistributive civilian rights, migration
The concept.
In political science, the

policy cycle is a tool used
for the analysing of the
development of a policy
item.
The concept elements.
1. Agenda setting
2. Policy formulation
3. Decision-making
4. Implementation
5. Evaluation
The concept elements.
1. Agenda setting problem identification

2. Policy formulation optional alternatives
3. Decision-making course of actions
4. Implementation policy put into practice
5. Evaluation the effectiveness
03_A case study
04_Agenda setting
Team work
03_A case study
Understanding the
Policy Cycle Concept in a practical way
Understanding
policy making stages through a case study
03_A case study
Budapest Party Zone
Brand pillar in tourism

or
ticking timed bomb?
The topic
A Case Study Party Zone
03_A case study
The task:
Issue identification
Policy analysis
Consultation
Programme design
Peer group setting & field work

A Case Study Party Zone
03_A case study
04_Agenda setting
04_Agenda setting Overtourism
Overtourism
(1) AGENDA SETTING
The recognition of the subject of

overtourism in Budapest as a
problem demanding further
government and civilian actions.
AGENDA Peer groups

Overtourism
How would you define it?
Work out a definition in

which you refer to some positive
as well as some negative impacts
on the local communities.
Definition Peer groups

Overtourism
How would you identify it?
Whose problem is it?

Who should come up with some
regulatory policies?
Who should be involved?
Identification Peer groups

Overtourism
How would you contextualize it?
What would be the three pillars

of this phenomenon
if we wanted to put it into a
broader context?
Context Peer groups

Overtourism Problems
Congestion Peace
Success Risks
Turning point – way out
Tourism Branding
Learning Management
Area Revaluation
Overtourism
Congestion
Success
Overtourism
Impact on a destination
Influencing
the quality of life of citizens
Definition
„
as well as the quality of visitor
experiences in a negative way.
UNWTO
Overtourism
Impact on a destination
Where hosts or guests feel

that there are too many visitors
Definition
„
the quality of the experience
has become deteriorated.
UNWTO
Overtourism
Tourism congestion
It is not only about

the number of visitors
Statements
„ but
the capacity to manage them.
UNWTO
Overtourism
Tourism congestion
It is commonly a localized
rather than a citywide issue.
Statements
„
It is not a tourism-only problem.
UNWTO
Overtourism
Tourism congestion
Technology or smart solutions

alone are important
Statements
„
but will not
solve the issue.
UNWTO
04_Agenda A success story
setting Overtourism
without EU or national budget
500 shops: cafés, pubs, etc.
10,000 jobs in the sector
7 billion HUF tax income
stong international demand
NTO campaigns: Spice of Europe
New position New branding

Problems
Peace
Risks
04_Agenda setting Problems
Problems
pollution: noise, rubbish

mass flocks: crime rate
threat: less green area
challenges: cleaning, protest
traffic: parking
depression: security, quality
Problems Challenges
04_Agenda
Thesetting Temporary
temporary peace peace
businesses are booming
local dwellers are
suffering and or accepting
tourism means pub crawl
artisans move away
worse visual image of the area
Temporary Peace
04_Agenda setting The risks
The risks
more demonstrations
by citizens and NGOs
eralier closing hours
for ruin pubs and restaurants
dissaprearance of the
new Budapest Party Zone
Lose—lose? Win—win?
03_A case study
04_Agenda setting
Turning
point –
way out
Overtourism Overtourism
POLICY FORMULATION
Work out a sensible vision

as well as a mission
that we can translate into
a policiy framework later on.
Formulation Peer groups

Vision & MissionVision, Mission
liveable city core

urban rehabilitation
‚Spice of Europe’ guests
satisfied and proud residents
successful businesses
sustainable environment
Vision Mission
03_A case study
04_Agenda setting
06_Exploration & Research
Overtourism
EXPLORATION & RESEARCH
Explore a variation of options

or alternative courses of action
available for addressing the
problem.
FIELD WORK Peer groups

Sustainability
What do you think about some

new values
that could be added to the
services of the ruin pubs and
Airbnb accommodation
providers?

Value community
What do you think about some

old values
that could be expressed by the
local communities as their
heritage
to build the new values upon?

Sustainability
reflexive design
slight retail load
locally managed problems
night time: party zone
day time: cultural hub
long-term brand pillar
New values Design

Value community
creative spots
Jewish memorials
unique environment
smart guiding
consumer-friendly topics
higher price level
Old values Heritage

Tourism
Learning
Area
Tourism Learning Area
boundary-free approach
cross-border destination
involvement of the
real and active stake-holders
green—entertaining—cultural
workshops—experience places
TLA Creation
Tourism Learning Area
tourist information
education
remarketing
traffic management
day time / night time contents
proactive approach
TLA Function
Branding
Management
Revaluation
06_Exploration
Branding & Research
& Rebranding
easy-to-understand
single-tone messages
loveable and flexible
accepted categories
conversion of negative images
working public services
Branding Rebranding
Management
content from the shop-floor

framework from the top-floor
defined tasks and scopes
brand management
visitor—service journey design
authentic community planning
Management Meanings
06_Exploration & &Research
Revaluation Upgrade
feasible project
Hungarian entertainment
management model
market—image—pride
complex government issue
national and local levels
Revaluation Upgrade
Section Four
Section Four Road Map Insight
01_Critical thinking approach
02_Identity vs. Image
03_Corporate Identity vs. Image
04_What type of company?
05_Visual identity
06_Image vs. Branding

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Marketing Theory

How should we evaluate arguments

• Does the communication include at least one

• If the premise were true, does it make you more

• Is the premise provided one that a mature,

• Are the reasons provided enough to drive to

• Does the argument provided address

What are the differences?

1. Distributive education, health care

In political science, the

1. Agenda setting problem identification

Brand pillar in tourism

Peer group setting & field work

(1) AGENDA SETTING

The recognition of the subject of

AGENDA Peer groups

How would you define it?

Work out a definition in

Definition Peer groups

How would you identify it?

Whose problem is it?

Identification Peer groups

How would you contextualize it?

What would be the three pillars

Context Peer groups

Turning point – way out

Where hosts or guests feel

It is not only about

Technology or smart solutions

New position New branding

pollution: noise, rubbish

Work out a sensible vision

Formulation Peer groups

liveable city core

EXPLORATION & RESEARCH

Explore a variation of options

FIELD WORK Peer groups

What do you think about some

FIELD WORK Peer groups

What do you think about some

FIELD WORK Peer groups

New values Design

Old values Heritage

content from the shop-floor

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