Week 3 Tutorial

Agenda: How to Market

your Innovation & Enterprise

1- A preview of ‘Chapter 3 -
Marketing, the Environment..,
An Open Forum, & Team’s
Whiteboard Activity
2- Important Announcements
3- CLO 3.1: Critical Thinking
Part 2- ‘How to Critically
Think & Write’ Workshop!
 1- Chapter 3: Marketing,
the Environment, ……
1- A 5 Minutes Preview of Chapter 3
LO 3.1- What is: Marketing, the Marketing Process, Exchange of value.
Definition of marketing, Understand-Create-communicate….
LO 3.2- What are the forces in the Marketing Environment ?
Internal environment, Micro & Macro environments
LO 3.3- Explain the factors in “Internal Environment”.
Senior/middle management, functional departments, employees, ..
Lo 3.4- List the factors of Micro-environment.
Customers/Clients, Partners, Suppliers & competitors
LO 3.5- Identify the different types of Macro-environment forces.
PESTEL
Lo 3.6- Explain the components of Marketing planning.
Situation analysis, Organisational Objectives, Marketing planning
Remember - You must read the chapter!

 
Chapter 3: Marketing, the
Environment & Market ….
2- An Open Forum:
Time to take a closer look at some of
the theoretical aspects of ‘Chapter 3’.
* The Marketing Process (LO 3.1)
- Understand
- Create
- Communicate
- Deliver

* PESTEL Analysis (LO 3.5)

 
 The marketing process
Understanding the market to create, communicate and
Figure 3.3
deliver an offering for exchange.
LO 3.5 The macro-environment
• The macro-environmental framework has been
called the PESTEL framework.
• Political forces
• Economic forces
• Sociocultural forces
• Technological forces
• Environmental
• Legal forces.
Chapter 3: Marketing, the
Environment & Market ….
3- Online Activity:
‘Cadbury Chocolate’
Let’s pretend it’s Valentine's Day. The Customer isn’t the Consumer, Q1- Agree/Disagree? Post your answer
on Chat

Q 2- Does this occasion impact on the marketing process?

Post your answers for 1-4 on Chat
1- Understand: who - Customer, Consumer or Both ?
2- Create: for whom - Customer, Consumer or Both ?
3- Communicate: with whom -Customer, Consumer or Both ?
4- Deliver: to whom - Customer, Consumer or Both ?
* Let’s argue by explaining How and Why? (LO 3.1)

 
A potential framework for a SWOT analysis
Chapter 3: Marketing, the
Environment & Market ….
3- Breakout Rooms Activity:
Linking Chapters 1 & 2 with Chapter 3
Pretend you are a team of marketing
managers for Aldi, the supermarket chain.

Task - Create a SWOT model for Aldi.

Q1 - List 2S (strengths), 2W, 2O & 2T for Aldi? (LO 3.6)
Q2 - Can SWOT be a source of Creativity/Innovation? Yes/No
Q3 - Briefly Explain how?

* Post your room answers on one Chat

 2- Important
Announcements
1- “Knowledge Test 1” – Due in week 4
•Test opens in Moodle at 8.00am on Tuesday 23 March 2021
•Test closes in Moodle at 10.00pm on Thursday 25 March 2021
•Multiple choice questions - Chapters 1, 2 & 3 of the Textbook.
•Beware of test’s conditions & warnings- Read Learning Guide.
•‘KT 1’ worth 10% of unit’s assessment.

 
3- Part 2 ‘Critical
Thinking’ Module.

How to Critically Think & Critically Write?

This week’s presentation links last week’s ‘Searching for
Information’ with ‘Critical Thinking & Writing’!
Note - CT Module has 3 parts:
1- Searching for information,
2- Critical Thinking & Writing,
3- Apply the ‘Harvard WesternSydU Referencing’ style

* Remember: There are 2 assessments requiring Critical

Thinking; a CT test in Week 6 & ER Project due in Week 12.
PART 2 – INTRODUCING
CRITICAL THINKING &
CRITICAL WRITING
Course learning outcome (CLO) 3.1:
Critical Thinking: Identify logical connections and use of evidence in
well formulated ideas/arguments

200911 Enterprise, Innovation and Markets

 1 - Critical Thinking in your everyday life

Critical thinking is essential

to ask ‘the right questions’
and support your opinions
with logically connected
ideas, arguments and
evidence.
• You already use critical
thinking in everyday life.
• Find more information in the
Critical Thinking resources on
the vUWS site.

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 Critical Thinking in everyday life
Video: ‘Cracked! Rose Gets a New Phone’

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 Critical Thinking in everyday life
How was Rose thinking critically?

WHAT ROSE DID
• Wrote a list of what she does with a phone and
identified the most important.
• Thought about what she and her friends like to do
with their phones together.
• Checked reviews using reputable tech websites.
CRITICAL THINKING
Evaluate information and sources
Investigate different viewpoints and
alternatives
Look at the context (‘big picture’)

• Talked with her friends about their phones. Investigate in detail

• Made a decision on the phone to buy after doing
the actions above. Apply critical thinking to practice
(‘doing’)

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 Critical Thinking in everyday life
HOW WOULD ROSE EXPLAIN HER CHOICE ? Writing My Diary
Using ideas and evidence to make a logically connected argument
My phone broke and I had to pick a new one. Information that gives the context
IDEAS about criteria for phone
My friends and I like photos and videos, so I wanted a good
selection
screen and camera, and plenty of data.
I checked out some reviews from reliable websites and talked
to my friends. According to most reviews, XYZ phone had the EVIDENCE
best mix of screen, camera and data. My friends agreed with Building the ARGUMENT using the
the reviews. XYZ phone was looking like the best choice. EVIDENCE
An opposing IDEA (looking at
Initially I thought that XYZ phone would be too expensive for
more than one side makes an
me, but I figured out how to budget for it so it wasn’t a An IDEA and ARGUMENT that rebuts
argument moreargument
convincing)
problem. the opposing
ARGUMENT that explains LOGICAL
Therefore, based on the evidence of the reviews and friend CONNECTIONS between EVIDENCE
OPINION that the ARGUMENT
opinions, and my budget, I decided that XYZ phone was the and OPINION
supports
best choice for me.

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 2 - Using Critical Thinking in an Enterprise

Watch this video about critical

thinking and its use in a real
café business.
Ask yourself the question below,
while watching the video, and
write some notes.
• How did the business owner
use critical thinking in the
coffee cart innovations?

03/31/2021 PAGE 16
 Imagine the Coffee Cart was your idea!
Use critical thinking by asking the right questions
Ways of thinking and doing Coffee cart Barriers to C.T.
What sources of information
EVALUATE INFORMATION AND What are the strong and
help us make good choices to Using unreliable information
SOURCES weak points?
achieve our goals?

INVESTIGATE DIFFERENT What are different options for Only After evaluating,
seeking form
information that

? ?
VIEWPOINTS AND ALTERNATIVES securely storing the cart? agreesyour
withown
yourconclusions
point of view

LOOK AT THE CONTEXT How can we use the coffee cart Not thinking about relationships
(‘BIG PICTURE’) for ‘social good’? with the wider context

How can we reduce our power

Not considering different aspects
INVESTIGATE IN DETAIL usage? How can people move the
cart to different locations? of the topic

How can we use the answers to

APPLY CRITICAL THINKING our questions to make choices
Making choices without first
TO PRACTICE: ‘DOING’ thinking critically about them
for the business?

03/31/2021

PAGE 17
 Using Critical Thinking for Innovation
CREATIVE THINKING + CRITICAL THINKING INNOVATION
=

INNOVATION
Creative thinking Critical thinking
Generating ideas Evaluating ideas

Pose questions Imagine possibilities Pose questions Consider perspectives

‘Brainstorm’ solutions Elaborate Identify pros and cons Determine causes
Improvise Chase inspiration Predict effects Consider alternatives
Speculate Use intuition Avoid assumptions Look for evidence
Defer judgements Draw conclusions
Mind mapping, Attribute listing

03/31/2021 PAGE 18
 3- Applying critical thinking to Critical Writing
In Assignments, Reports, Case Studies, … etc.

QUESTION:
Real Student Example of Writing What kind of writing is this?
Critical or Descriptive?
In perspective of the cafe industry sector, there is This is Descriptive writing.
a very large market in both volume and value.
The various consumer segments consist of Descriptive writing is a basic first step
writing, not accepted at a University level.
sophisticated university students, business women
VS
and businessmen, people on the way to work Critical writing is based on identifying
more evident in the early hours of the morning, logical connections and use of evidence in
and any other people who enjoy the consumption well formulated ideas and arguments.
of coffee.

03/31/2021 PAGE 19
 Applying critical thinking to writing
This is an opinion (“cafe owners
What are the differences that make this example
should”) based on more
a theoretical IDEA
critical? (consumer segments).

DESCRIPTIVE WRITING CRITICAL WRITING: AN EXAMPLE

Is of
In perspective thetheCritical
cafe industry sector, In perspective of the cafe industry sector, cafe
Writing example
there is a verycomplete?
large market in both volume owners should consider consumer segments in their

and value. The various consumer segments marketing strategies and business decisions.
This is
information
consist of sophisticated university Segments consist of sophisticated university
about
students, business women and students, business women and businessmen, people consumer
segments
businessmen, people on the way to work on the way to work, and any other people who enjoy

more evident in the early hours of the coffee. Because most of these consumer segments

morning, and any other people who enjoy are related to workplaces, a suitable location for a

theThis is an ARGUMENT.
consumption of coffee. It makes a coffee cart would be near or on the way to a
LOGICAL CONNECTION between the
information and the opinion. workplace.
This is an opinion that presents the innovative IDEA
03/31/2021
(coffee cart location) and judges it (“suitable”). PAGE 20
ANSWER - NO
QUESTION: WHAT IS MISSING FROM THE CRITICAL
WRITING?
DESCRIPTIVE WRITING
DESCRIPTIVE WRITING CRITICAL THINKING – AN INCOMPLETE ATTEMPT

In perspective of the cafe industry sector, there is a

How
very large market inNocanvolume
both we know if thisThe
Evidenceandtovalue.
support arguments
In & ideas
In perspective
perspective –cafe
ofofthe
the cafeindustry sector,
industry cafe
sector, owners
cafe must
owners mustconsider
information is credible?
Critical Writing needs:
various consumer segments consist of sophisticated consumer segments in
consider consumer businessindecisions.
segments businessSegments
decisions.consist of
Segments
Where does it come from?
1- Evidence
university students, business women supported
and by in-text citations,
sophisticated university students,
consist of sophisticated universitybusiness women
students, and businessmen,
business women and
AND
businessmen, people on the way to work more
What makes this people on the way
businessmen, to work,
people on theand
wayany
toother
work,people whoother
and any enjoypeople
coffee.
evident in the early2-hours
In-text citations
of the morning, supported
and any by a Reference
argument Because
Because most
most of
of these
these consumer
consumer segments
segments are
are related
related to to
workplaces,
who enjoy coffee. Because most of these consumer segments are
other people who enjoy the unconvincing? List
consumption of coffee. workplaces,
a suitable
related a suitable
location for alocation
to workplaces, coffee for
suitablecart a coffee
would
location becart
for would
anear or on
coffee be near
wayorto
thewould
cart beon
a
the way to the
workplace.
near or on a workplace.
way to a workplace.

PAGE 21
 Using evidenceNoinevidence
critical This
writing
is an opinion
COMPARE thegiven examples
to WITHOUT
about using
segments.
and WITH EVIDENCE
support use
This
CRITICAL is
THINKING – AN INCOMPLETE
of ATTEMPT CRITICAL THINKING – WITH EVIDENCE
This is an argument that uses evidence from the
information
without evidence. segments. unit’s eTextbook to support the opinion about
In perspective of the cafe industry sector, cafe In perspective of the cafe industry sector, cafeusing segments.
owners must consider

owners must consider consumer segments in consumer segments in business decisions. Psychographic segmentation is
PERFECT
business decisions. Segments consist of relevant to the café industry because it combines motives, demographic
Critical
Thinking
sophisticated & business
university students, and lifestyle (Garlin et al. 2018). People who go to cafes and coffee shops

Critical
women and businessmen, people on the way to are typically workers and university students, who buy during their
Writing!
work, and any other people who enjoy coffee. working day, are influenced by coffee culture and see buying coffee as an

Because most of these consumer segments are affordable luxury (Vuong 2018). Also, consumers want convenience and

related to workplaces, a suitable location for a are unwilling to travel far to buy coffee (Vuong 2018). Using this

coffee cart would be near or on the way to a information about key cafe and coffee consumer segments, a suitable

workplace. location for a coffee cart would be near a workplace orThis information uses industry-related
university.
This is an idea about evidence and supports the argument for the
This argument is cart location, with the This is an argument that makes logical business location idea.
not supported by opinion it’s ‘suitable’. connections between the evidence and
03/31/2021
evidence. the idea.
PAGE 22
 Summary: What did you learn about
Critical Thinking and Critical Writing?
As a critical thinker & writer at university, you must
At university, you
1. State your opinion (also called ‘take a position’) must
critically think &
2. Describe the IDEAS that lead to your opinion critically write your
Assignments
Case studies
3. Present EVIDENCE for the ideas
Reports
Essays
4. REFERENCE all evidence In-text citations
Reference list Reflective journals
Class presentations
5. Identify LOGICAL CONNECTIONS and use of
Evidence, in well-formulated Opinions, Ideas, and
Arguments

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