Digital Markets,

Social Innovation and Marketing

Introduction
 COURS GOALS
• Understanding the most important challenges in
marketing today

• Learning how to manage marketing tools in

current market and consumer dynamics.

• Learning how to fit a marketing strategy with the

social and cultural phenomena of consumption.
 EVALUATION

• Active participation in class

• Active work on assignments

• Active work and contribution to the group project work

 EVALUATION
Evaluation criteria:
• Participation                 
• Quality of contribution
• Real understanding of topics and
concepts, and their application
• Quality of your work
 Evaluation

Group work (40% of your grade)

• You will be asked to design a start-up project for a brand.

Individual exam (60% of your grade)

• The exam will consist of an open question about topics

addressed in class.

    
   
 Some definitions of Marketing

« Marketing is the social process by which individuals and groups obtain

what they need and want through creating and exchanging products and
value with others »
Kotler

“The right product, in the right place, at the right time, at the right price”
Adcock

“Marketing is essentially about marshalling the resources of an

organization so that they meet the changing needs of the customer on
whom the organization depends”
Palmer
 Marketing evolutions
1990 2000

High Personalization Customerization

Standardization Mass
customization 1970
Low

1960
Low High
Marketing evolutions
Standardization

People can have the Model T in any color -

so long as it's black.

Firm-oriented strategy
 Marketing evolutions
Mass customization

Using flexible processes and organizational structures to produce

varied and often individually customized products and services at
the price of standardized mass-produced alternatives.
 Marketing evolutions
Personalization

Marketing based on the idea of an enterprise knowing its

customer. Through interactions with that customer the enterprise
can learn how he or she wants to be treated. The company is
then able to treat this customer differently than other customers.
 Marketing evolutions
Customerization

A strategy at both production and marketing flexible oriented.

Generally in customerization the relation with the company is
initiated by the consumer.
 Marketing evolutions
What is marketing today?

• Experiential marketing (sensorial)

• Collaborative marketing
Mama Shelter

Une expérience “de design

et de qualité”

Marseille

Paris

Istanbul
 Metro stations

Naples – Toledo station Moscow – Komsomolskaya station

Stockholm – T-Centralen station Lisbon – Olayas station

Consumers’ collaboration for creating the
brand experience
…and the digital?
Consumers’ collaboration supported by digital technologies to
create the brand experience
Consumers’ collaboration supported by digital technologies
to create the brand experience and shape their life habits
Do you have other examples?

Choose one and write a short presentation of it - PPT 10

slides max.

To present in class
gregorio.fuschillo@kedgebs.com
 The Key Concepts

• Value
• Consumer
• Marketing planning (strategies and operations)
 Value definition

The value of a product is the set of economical,

functional, psychological, social and symbolic
benefits perceived by the consumer.
 Perspective shift
from standardization to collaborative marketing

Offering system

Company Value-in-exchange Consumers

Consumer feedback
Value-in-exchange
 Perspective shift
from standardization to collaborative marketing

Consumers’ competences and skills

Co-creation of value
(Value-in-use)
Company Consumers

Value proposition
(Comapny’s competences and skills)
 Value-in-use

https://www.youtube.com/watch?v=LOcmBKMAcg8
 Definition of consumer

Consumer:
• purchaser
• decision maker
• influencer
• customer
Customer vs. Consumer
Customer vs. Consumer
 Customer vs. Consumer

Customer: is the individual in the pre-purchasing phase.

Marketers are interested in his/her way of choosing
products, selecting advertising messages, attending points
of purchasing.

Consumer: is the individual in the post-purchaising phase.

Marketers are interested in what he/she does with the object
(good and/or brand). The practices, rituals, discourses and
culture individually or collectively created around it.
 Marketing planning

It’s the set of strategical decisions and operational

actions aiming to achieve the company’s objectives, in
terms of sales, share of market, and profit
Marketing management

Environment analysis (internal and

external); swot analysis

Objectives : volumes, growth…

Strategies Market and consumers

Strategies

segmentation, targeting,
positioning

Operations Marketing Mix

Control Control of results

 Marketing strategies

A strategic marketing plans defines specific

actions for acquiring actual and potential
consumers

A strategic marketing plans defines the specific

actions to realize in order to persuade potential
customers to our products and/or services.
 Marketing mix
(Operational marketing)

The mix (variety) of tools used by the company in order to achieve

targeted sales level in the target market. The mix comprises the
product, the price, the distribution (place) and the communication
(promotion) – the 4P’s of Marketing Mix Model.
 Socio-digital dimension of current
Marketing

Marketers look at those phenomena of consumption which increasingly

affect many societies blending with and/or shaping their culture.
Digital developments take place within these phenomena, intertwine with
them, and foster them.
Understanding those phenomena allows marketers to better position their
products, services and brands in current social and cultural dynamics with
the support of digital technologies
…and the digital?
Sharing economy and new businesses
 Assignment

We talk a lot about digital and digitalization in marketing but

also in other areas of social life.
Surf the web (googel.scholar and other sources) to give an
answer to these questions:
•What is digital?
•What is digitalisation?
•What is the relationship with marketing?

Formulate your analysis on a PPT, 10 slides maximum, to

present in class
Case study
 Case study

Founded in 2011, BeMyEye is Europe’s largest and most effective

mobile crowdsourcing DaaS (Data as a Service) solution for
actionable retail intelligence, with more than 400,000 Eyes
subscribing to tasks set by leading companies including Mattel,
Coca Cola, P&G, Nestle, Samsung, Heineken, Lavazza and
Universal. 

BeMyEye leverage the power of our crowd to deliver real-time

business insights of unparalleled accuracy to brands and retailers
of all shapes and sizes whilst ensuring that our ‘Eyes’ have the
potential to earn money in a way that fits in with their lifestyle.  
 Case study

BeMyEye connects the Eyes with businesses looking for location-

specific information, such as checking joint business plan
compliance (such as in-store promotions, product launches and
merchandising compliance), identifying numerical distribution or
optimising the routines of in-house or agency-based field force
teams. The crowdsourced insights uncover reliable, real world
insights,  from any location, at scale.

This method empowers businesses to “see” thousands of locations

within moments, giving them the intelligence to identify new
revenue streams, uphold brand integrity, track joint business plans
and make savings quickly.  

Source: https://www.bemyeye.com/en-about-us
 Case study

https://vimeo.com/105015031
 Group Work
(40% of final grand)

Group work contest

The contest will take place in sessions 8th and 9th as follows:
•Four groups presenting per session.

•A group X will present its marketing strategy to the class

•In turn, each other group through one of its members will
formulate a detailed analysis of the work exposed by
emphasizing its weaknesses, inconsistencies, and gaps.

•The group X will replay to each analysis with precise and

concise arguments.

•The aim is to improve each other’s work!