MBA 7003

Marketing
Why do you want a career in
marketing?
Why do you prefer a career that’s
not in marketing?
What do you think marketing is?
 Lecture 1A

Some introductions
A welcome from me!

Dr Keith Glanfield
Welcome from the teaching team!

Dr Keith Glanfield
Dr Ahmed Almoraish
Dr Lucy Lu
Dr Sharad Gupta
Lets see how experienced in
marketing you are!
How much would you pay for this loaf of bread?
Would you pay any more for this loaf of bread?
What is this Ad about?
What is this Ad about?
So do you need to know any
more!
How can Heinz grow the sales of
baked beans?
 The challenge of moving from
understanding what we see to
understanding what it is possible
to do?
 Lecture 1A

Module introduction
 MBA Marketing: Module Structure
Level 1
Marketing
Putting Marketing into a business context. an
Understanding it’s contribution to business and introduction
the extent of what it is, what it is not and what it (L1 & L2)
could be.

Level 2
Consumer
Marketing Marketing
behaviour &
What activity do we need to do and what environment research
STP
information do we need to collect before we (L3) (L4)
(L5)
can set marketing strategy?

Level 3
Marketing
strategy
What is marketing strategy (L6)
and how is developed?

Level 4
Marketing Price, place
How is marketing strategy Product & promotion Services Branding
mix and B2B (L10) (L11)
operationalised into activity to (L8) (L9)
(L7)
ensure the organisation benefits?
By the end of the module……
On successful completion of this module, students should be
able to:

• Demonstrate a critical understanding of the role and function

of marketing in a variety or market and organisational contexts.
• Critically evaluate and utilise marketing research data and
methods to a given marketing situation.
• Apply and evaluate the principles of organisational and
environmental audits to inform marketing strategies, decisions
and objectives.
• Develop and justify a marketing plan and mix for a given target
market
The structure of each week!
Take a look at the lecture slides before the lecture and read
Preparation around the subject!.

. You must attend the lecture!

Lecture

Attend each week: The focus of the 2 hour seminar is to

Seminar prepare you for the WRIT1 assessment and the exam.
Your view on new product
offerings
From a can of beer to a “proper” pint at home
(the Carlesberg pint in can)!

Customer need: The British pint! A can of beer at 500ml is not a

pint of beer at 568ml. If I can’t get to the pub, I’ll bring the pub
to me.
From floor cleaner to a clean floor in minutes
(the Flash mop and wipes)!

Customer need: Taking the hassle out of a “chore” no one likes

doing (cleaning the kitchen floor)! Simple, fast and effective.
From a café to a cosy coffee at home (the
Costa Coffee capsule)!

Customer need: Making sure a “great coffee at home”

tastes just the same as “a great coffee, in a great café!”.
From an internet provider to “live” sports
entertainment!

Customer need: There’s no choice, there’s SKY Sports or

Sky Sports!
WRIT1 Assessment
The WRIT1 assessment : 50% total marks
You have been asked by your Managing Director to develop a new
market offering for the organisation. Targeting the UK market, you need
to design and deliver a new product* offering into an already cluttered
marketplace. This means that you need to create a specific market
space for your new product with a clear target audience and strategy.
Firstly, you need to research the macro-environment to determine
current trends in the UK market. Then you need to develop the
company’s strategy and positioning. Finally, you must recommend what
your company must do to attract customers and how the customer
experience will be developed.
The report should include:

• A tailored macro-environmental (PESTEL) analysis showing sources of information from

acceptable and reliable sources AND highlighting the key issues facing the company
• Identification and justification of new product/market offering (Ansoff)
• The development of your company’s marketing strategy (think about the
segmentation, targeting and positioning and long-term strategic direction)
• Specific recommendations in relation to the market offering for the proposed target
audience. (What will you be marketing? Think about how you communicate and
distribute your offering. What sort of pricing point will you use given your position in
the marketplace?
1 A tailored macro-environmental (PESTEL) analysis showing sources of 20 marks
information from acceptable and reliable sources AND highlighting the
key issues facing the company
2 Identification and justification of new product/market offering (Ansoff) 15 marks
 
3 The development of your company’s marketing strategy (think about the 30 marks
segmentation, targeting and positioning and long-term strategic
direction)
 
4 Specific recommendations in relation to the market offering for the 30 marks
proposed target audience. (What will you are marketing? Think about
how you communicate and distribute your offering. What sort of pricing
point will you use given your position in the marketplace?)
 
5 Correct use of the Harvard referencing system and at least 10 academic 5 marks
references Systematic, logical approach to writing
 
  Total 100 marks
Grade 70%+ 60-69% 50-59% 49-40% 39-30% ≤ 29%

A tailored macro- Your report provided an
environmental excellent, well-articulated
(PESTEL) analysis summary of your macro-
showing sources of environmental analysis, which
information from included key examples for :
acceptable and reliable
sources AND  PESTLE
highlighting the key
issues facing the Your analysis contained an
company impressive amount of detailed
facts and figures which
(20%) enhanced it credibility.
The various macro-elements and
key issues facing the company
were carefully evaluated to
identify the important factors the
organisation would needs to take
into consideration when
configuring the new market
offering.
Your report provided a very
good, well-articulated summary
of your macro-environmental
analysis, which included key
examples for:
 PESTLE
Your analysis contained
a comprehensive amount of
detailed facts and figures which
enhanced it credibility.
The various macro-elements
and key issues facing the
company were carefully
evaluated to identify the import
factors the organisation needs to
take into consideration when
configuring the new market
offering.
Your report provided a good
summary of your macro-
environmental analysis, which
included some examples for:
 PESTLE
Your analysis contained the
requisite amount of detailed
facts and figures to give it
credibility.
Some evaluation of the various
macro-elements and key issues
facing the company was
undertaken to identify some
factors the organisation needs to
take into consideration when
configuring the new market
offering.
Your report provided a basic but
adequate summary of your
macro-environmental analysis,
which included some generic
examples for:
 PESTLE
Your analysis contain some
factual information but further
facts and figures would have
added value and credibility here.
Limited evaluation of the various
macro-elements and key issues
facing the company was
undertaken; the appraisal was
too descriptive resulting in only
identifying a few factors the
organisation needs to take into
consideration when configuring
the new market offering.
Your report provided a weak and Your report provided a wholly
superficial summary of your inadequate tailored macro-
macro-environmental, which environmental resulting in no
included only a few generic insights being identified as
examples for: factors that will influence the
organisation’s configuration of
 PESTLE the new market offering.
The analysis was descriptive in
nature, it did not have sufficient
facts or figures to give the
analysis credibility, much of the
information provided being
irrelevant to answering the
question – resulting in limited
factors the organisation needs to
take into consideration when
configuring the new market
offering.

Your report provided an
Identification and excellent critical appraisal of the
justification of new possible growth options
product/market offering available to the organisation:
(Ansoff)
 Market penetration
 Market development
(15%)  Product development
 Diversification
Your report provided a very good
critical appraisal of the possible
growth options available to the
organisation:
 Market penetration
 Market development
 Product development
 Diversification
Your report provided a good
critical appraisal of the possible
growth options available to the
organisation:
 Market penetration
 Market development
 Product development
 Diversification
Your report provided a basic but
adequate appraisal of the
possible growth options
available to the organisation:
 Market penetration
 Market development
 Product development
 Diversification
Your report provided an
inadequate appraisal of the
possible growth options
available to the organisation:
 Market penetration
 Market development
 Product development
 Diversification
You report provided a totally
inadequate analysis for the
recommended new market
offering and did not discuss this
to the level required or is missing
entirely.

Your report provided an
excellent evaluation of why one
method was chosen and why
others were not applicable.
Your analysis underpinning your
recommended new market
offering was very clear, well-
articulated, well-argued and
extremely well justified using an
impressive amount of detailed
facts and figures which
enhanced it credibility.
Your report provided a very good
evaluation of why one method
was chosen and why others
were not applicable.
Your analysis underpinning your
recommended new market
offering was clear, well-argued
and well-justified using a
comprehensive amount of
detailed facts and figures which
enhanced it credibility.
Your report provided a good
evaluation of why one method
was chosen and why others
were not applicable.
Your analysis underpinning your
recommended new market
offering was clear and justified
using a sufficient amount of
detailed facts and figures to give
it credibility.
Your report provided a basic
evaluation of why one method
was chosen and why others
were not applicable but it was
too descriptive.
Your analysis underpinning your
recommended new market
offering was reasonably clear
with some justification and some
factual information but further
facts and figures would have
added value and credibility here.
Your report provided an
inadequate evaluation of why
one method was chosen and
why others were not applicable –
it was far too descriptive.
Your analysis underpinning your
recommended new market
offering lacked clarity, was
descriptive in nature, it did not
have sufficient facts or figures to
give the analysis credibility,
much of the information provided
being irrelevant to answering the
question.
The development of Your report provided an
your company’s excellent appraisal of the most
marketing strategy suitable marketing strategy the
(think about the company needed to follow,
segmentation, targeting which included:
and positioning and
long-term strategic  Segmentation analysis.
direction)  Target market selection
 Positioning of the offer
(30%) including positioning map
Your report provided excellent
Specific specific recommendations
recommendations in regarding the proposed market
relation to the market offering for your target customer
offering for the which included:
proposed target
audience. (What will  Levels of the new product
you are marketing? and service offer, including
Think about how you packaging and branding.
communicate and  Given your positioning,
distribute your offering.
what sort of pricing will you
What sort of pricing
employ given the target
point will you use given
audience. Recommending
your position in the
marketplace?) pricing strategy adopted
and actual price for the
(30%) new offer.
 Distribution channels –
how your customer can
buy your offering. Including
recommended mix of direct
and indirect channels.
 Recommended
promotional mix including
mix of push and pull
tactics.
 Marketing communications
to be used to launch the
new offer, taking into
account the AIDA
framework.
Your report provided a very good
appraisal of the most suitable
marketing strategy the company
needed to follow, which
included:
 Segmentation analysis.
 Target market selection
 Positioning of the offer
including positioning map
Your report provided very good
specific recommendation
regarding the proposed market
offering for your target customer
which included:
 Levels of the new product
and service offer, including
packaging and branding.
 Given your positioning,
what sort of pricing will you
employ given the target
audience. Recommending
pricing strategy adopted
and actual price for the
new offer.
 Distribution channels –
how your customer can
buy your offering. Including
recommended mix of direct
and indirect channels.
 Recommended
promotional mix including
mix of push and pull
tactics.
 Marketing communications
to be used to launch the
new offer, taking into
account the AIDA
framework.
Your report provided a good
appraisal of the most suitable
marketing strategy the company
needed to follow, which included
most of the following:
 Segmentation analysis.
 Target market selection
 Positioning of the offer
including positioning map
Your report provided good
specific recommendations
regarding the proposed market
offering for your target customer
which included most of the
following:
. and communication.
 Levels of the new product
and service offer, including
packaging and branding.
 Given your positioning,
what sort of pricing will you
employ given the target
audience. Recommending
pricing strategy adopted
and actual price for the
new offer.
 Distribution channels –
how your customer can
buy your offering. Including
recommended mix of direct
and indirect channels.
 Recommended
promotional mix including
mix of push and pull
tactics.
 Marketing communications
to be used to launch the
new offer, taking into
account the AIDA
framework.
Your report provided a basic but
adequate appraisal of the most
suitable marketing strategy the
company needed to follow,
which included some of the
following:
 Segmentation analysis.
 Target market selection
 Positioning of the offer
including positioning map
Your report provided basic but
adequate recommendations
regarding your proposed market
offering for your target customer
which included some of the
following:
 Levels of the new product
and service offer, including
packaging and branding.
 Given your positioning,
what sort of pricing will you
employ given the target
audience. Recommending
pricing strategy adopted
and actual price for the
new offer.
 Distribution channels –
how your customer can
buy your offering. Including
recommended mix of direct
and indirect channels.
 Recommended
promotional mix including
mix of push and pull
tactics.
 Marketing communications
to be used to launch the
new offer, taking into
account the AIDA
framework.
Your report provided an A totally inadequate appraisal
inadequate appraisal of the most regarding the possible marketing
suitable marketing strategy the strategy that the company needs
company needed to follow, to follow.
failing to include:
 Segmentation analysis.
 Target market selection
 Positioning of the offer
including positioning map
.
Your report provided inadequate Inadequate specific
recommendations regarding recommendations in terms of the
your proposed market offering market offering, lacking in
for your target customer which proposals in terms of levels
on-the-whole failed to include: within the new offering, pricing,
distribution channels, promotion
 Levels of the new product
and service offer, including
packaging and branding.
 Given your positioning,
what sort of pricing will you
employ given the target
audience. Recommending
pricing strategy adopted
and actual price for the
new offer.
 Distribution channels –
how your customer can
buy your offering. Including
recommended mix of direct
and indirect channels.
 Recommended
promotional mix including
mix of push and pull
tactics.
 Marketing communications
to be used to launch the
new offer, taking into
account the AIDA
framework.
Correct use of the The Report incorporated an
Harvard referencing outstanding range of academic
system and at least 10 and/or practitioner credible
academic references sources. The report
Systematic, logical demonstrated an excellent use
approach to writing of these sources (academic
journal, textbooks, Mintel, trade
(5%) magazines and competition
websites) which served to
enhance the credibility of the
points being made.
The Report incorporated a very
good range of academic and/or
practitioner credible sources.
The report demonstrated an
excellent use of these sources
(academic journal, textbooks,
Mintel, trade magazines and
competition websites) which
served to enhance the credibility
of the points being made.
The Report incorporated a good
range of academic and/or
practitioner credible sources.
You demonstrated a reasonable
use of these sources (academic
journal, textbooks, Mintel, trade
magazines and competition
websites) which served to
enhance the credibility of the
points being made.
The Report incorporated some
relevant academic and/or
practitioner credible sources.
However, the use of more
credible academic and
practitioner sources (academic
journal, textbooks, Mintel, trade
magazines and competition
websites) would have enhanced
the credibility of the points being
made.
Your assignment incorporated
an inadequate range of
academic and/or practitioner
credible sources. You
demonstrated a poor use of
these sources (academic
journal, textbooks, Mintel, trade
magazines and competition
websites) which served to limit
the credibility of the points you
were making.
Your report incorporated an
inadequate range of academic
and/or practitioner credible
sources. You demonstrated a
poor use of these sources
(academic journal, textbooks,
Mintel, trade magazines and
competition websites) which
served to limit the credibility of
the points you were making.
An example on Moodle!

The growth of ‘Charlie

Bighams’
a premium ready meal
business.
We cover:
• Background and opportunity
• PESTEL
• ANSOFF
• STP
• Marketing Mix
 WRIT 1

Submission deadline

Thursday 4th May

(by 2pm)
The Exam
The Exam : 50% total marks

On-line exam : 48 hours

Section A: Answer 2 questions from 3 (25 marks each: 50 in total)

Section B: Answer 1 question from 2 (50 marks in total)

The exam: Section A sample question (2019)
There are a number of decisions a marketer manager must make when
deciding where the product should be available for the consumer to
buy. Critically evaluate the differences between direct and indirect
distribution channels, identifying the advantages and disadvantages of
both channels. Suggest ways in which a manager applied in modern
business practice
(25 marks)
The exam: Section B sample question (2019)
• A marketing plan is “A systematic process of analysing a company’s
environment, then developing objectives, strategies, and action
appropriate to the company’s resources” (Palmer, 2012,p.512). In
detail outline the main stages of the marketing planning process,
using relevant examples, critically discuss some of the problems an
organisation could encounter in making planning work. How might
such problems be overcome in the modern business environment?
(50
marks)
 Lecture 1B

Marketing: an introduction
 MBA Marketing: Module Structure
Level 1
Marketing
Putting Marketing into a business context. an
Understanding it’s contribution to business and introduction
the extent of wat it is, what it is not and what it (L1 & L2)
could be.

Level 2
Consumer
Marketing Marketing
behaviour &
What activity do we need to do and what environment research
STP
information do we need to collect before we (L3) (L4)
(L5)
can set marketing strategy?

Level 3
Marketing
strategy
What is marketing strategy (L6)
and how is developed?

Level 4
Marketing mix Price, place & Branding &
How is marketing strategy & B2B Product
promotion Services
operationalised into activity to (L7) (L8)
(L9) (L10)
ensure the organisation benefits?
What marketing is not
• Marketing is not just about selling
• “Selling focuses on the needs of the seller, marketing on the needs of the
buyer” (Theodore Levitt, 1960)
• Marketing is not just about advertising
• Marketing is not just about market research
Back to basics
• Origins of Marketing
• It is not a new thing
• Industrial revolution
• Mass production
• Transport
• Off the peg
 Marketing philosophy and a set of
techniques (Palmer, 2012)

or
Philosophy Techniques

• Business philosophy, marketing puts • A set of techniques for doing

the customer at the centre of the
organisation’s considerations
• Reflected in basic values throughout
the organisation
• Attitudes, beliefs
marketing within the organisation
• Market research
• Design of distribution channel
• Method of doing things

You need both philosophy

and technique
Marketing Defined

• “the management process for identifying,

anticipating and satisfying customer requirements
profitably” (Chartered Institute of Marketing)

• “A social and managerial process by which

individuals and groups obtain what they need and
want through creating and exchanging products and
value with others.” (Kotler, Armstrong, Saunders & Wong,
2001)
Marketing defined

•Marketing is the activity, set of institutions, and processes

for creating, communicating, delivering, and exchanging
offerings that have value for customers, clients, partners,
and society at large (American Marketing Association, 2008)

•The strategic business function that creates value by

stimulating, facilitating and fulfilling customers demand – it
does this by building brands, nurturing innovation,
developing relationships, creating good customer and
communicating benefits
Strategic decisions are concerned with:

• The long term direction of the organisation

• Achieving some advantage
• Scope of an organisation’s activities
• Matching the activities of the organisation to the
environment in which it operates

(Johnson & Scholes,2005)

 A Simple Model of the
Marketing Process
Capture value
Create value for customers and
from customers
build customer relationships
in return

Construct an
Capture value
Understand the Design a integrated Build profitable
from customers
marketplace and customer-driven marketing relationships
to create profits
customer needs marketing program that and create
and customer
and wants strategy delivers superior customer delight
equity
value

(Armstrong & Kotler, 2011)

& marketing……
• Integrated across the organisation to achieve this…
Marketing management orientations
(Masterson et al, 2017)

Business Orientation
• Production orientation: Consumers want products that are available
and highly affordable
• Product orientation: Consumers want products that offer the most
quality, performance and features
• Sales orientation: Consumers will not buy enough products so the
business must engage in large scale selling and promotion
• Marketing orientation: Business success depends on knowing the
needs and wants of the customer better than competitors
• Societal orientation: Business should consider consumer demands,
company requirements and consumers’ and society's’ long term interests
 Business Orientations

Product orientation

How R&D designed it

Table 1.1
 Business Orientations

Production orientation

How production built it

Table 1.1
 Business Orientations

Sales orientation

How sales presented it

Table 1.1 cont.
 Business Orientations

Marketing orientation

How customers wanted it

Table 1.1 cont.
The marketing concept
• The marketing concept embodies the philosophy of marketing
• It explains what marketing does
• And explains the function of marketing
“The marketing concept a philosophy that holds that achieving
organisational goals depends on knowing the needs and wants of target
markets and delivering the desired satisfaction better than competitors
do”
(Kotler et al, 2013, p10)
The marketing concept
• Three elements:
• Customer Focus
• Customer need
• Features & benefits
• Satisfied
• Exchange
• Integrated effort
• Profits

• But does this still stand today

Marketing management orientations
(Kotler et al, 2013)

Business Orientation
• Production orientation: Consumers want products that are available and
highly affordable
• Product orientation: Consumers want products that offer the most quality,
performance and features
• Sales orientation: Consumers will not buy enough products so the business
must engage in large scale selling and promotion
• Marketing orientation: Business success depends on knowing the needs and
wants of the customer better than competitors
• Societal orientation: Business should consider consumer
demands, company requirements and consumers’ and
society's’ long term interests
Societal Marketing Concept
• “The idea that a company’s marketing decisions should consider
consumers’ wants, the company’s requirements, consumers’ long
term interests, and society’s long term interests” (Kotler et al, 2013, p11)

• Task: In groups answer the question

• What can marketers do to be more socially responsible? (2/3 minutes)
 MBA Marketing: Module Structure
Level 1
Marketing
Putting Marketing into a business context. an
Understanding it’s contribution to business and introduction
the extent of wat it is, what it is not and what it (L1 & L2)
could be.

Level 2
Consumer
Marketing Marketing
behaviour &
What activity do we need to do and what environment research
STP
information do we need to collect before we (L3) (L4)
(L5)
can set marketing strategy?

Level 3
Marketing
strategy
What is marketing strategy (L6)
and how is developed?

Level 4
Marketing mix Price, place & Branding &
How is marketing strategy & B2B Product
promotion Services
operationalised into activity to (L7) (L8)
(L9) (L10)
ensure the organisation benefits?