MKT320 - Supporting Managing Marketing

1 Setting the context

� Visit http://olinuris.library.cornell.edu/ref/research/skill28.htm to research the term �annotated bibliography� to ensure you are clear about the meaning of this term. (Note that, for our purposes, the annotation should be 50-60 words, not 150 words, per item.)

� Visit www.citethemright.co.uk to explore some tips and tricks and tools and techniques that can help you with academic referencing.

� OPTIONAL: What are academic referencing and plagiarism? Visit YouTube and use the search term �Mike Webb Worcester referencing� (two clips) to get a view on this question.

2 Getting resources

� Search the LibrariesNI http://www.librariesni.org.uk website to identify books and other resources that may be available in public libraries near you; and reserve or recall any items that you think would be helpful for this assignment.

� Search the University of Ulster online catalogue at the Learning Resource Centre http://library.ulster.ac.uk website; log in and identify the following books and their availability in the e-book section:
� Jim Blythe, 2005, Essentials of Marketing Pearson Education UK
� Philip Kotler, 2009, Marketing Management: First European Edition Pearson Education UK
� Peter Doyle, 2008, Value-based Marketing: Marketing Strategies for Corporate Growth and Shareholder Value
If necessary, ensure your click on CONNECT TO MYLIBRARY RESOURCE to get full access.

� Search the University of Ulster online catalogue at the Learning Resource Centre http://library.ulster.ac.uk website; identify the following articles and their availability:
� K Dychtwald, etc, �It�s time to retire retirement�, Harvard Business Review, March 2004
� M Porter, �The five competitive forces that shape strategy�, Harvard Business Review, January 2008
� T Erickson, etc. �Gen Y in the workforce�, Harvard Business Review; February 2009

3 Marketing  terms and concepts

� Use the term �Define: Marketing� in your search engine to identify a working definition of marketing that best suits the needs of your organisation.

� Visit MarketingTeacher www.marketingteacher.com to explore the following marketing terms:
� SWOT analysis
� PEST analysis
� Marketing mix
 
� Visit the Marketing area of www.provenmodels.com to identify any additional resources that can help you with your understanding of models, concepts and gurus in this area of management.

� Visit www.nisra.gov.uk to explore recent outputs from the Northern Ireland Statistics & Research Agency, so that you can identify some significant trends that are likely to have an impact on the activities of your organisation.

� Visit the Key Note website www.keynote.co.uk: register as a GUEST and then search the catalogue to identify any recent market reports that may be of value for the approach you anticipate taking in your assignment. Note that the full text of each report is available through the University of Ulster portal.

� Visit the Mintel website www.mintel.com: register as a GUEST and then search the catalogue to identify any recent market reports that may be of value for the approach you anticipate taking in your assignment. Note that the full text of each report is available through the University of Ulster portal.

� Visit William Cohen�s presentation at http://www.videojug.com/interview/small-business-market-research. As you watch this (9 minutes) note his comments on: 
� What is "market research"?
� How much does market research cost?
� Is market research worth the cost?
� What is a "target market"?
� What are the different types of market research?
� What are the steps involved in market research?
� What is market research "sampling"?
� What are tips for designing a survey?
 
� Visit http://www.thewritemarket.com/marketing/index.php?marketing=survey-design to identify significant design principles for a market survey.

� Visit SurveyMonkey www.surveymonkey.com to explore the potential value of this resource for questionnaire design.  Then use �surveymonkey how to� in a search engine to identify a video tutorial that will help you to make use of this instrument.

� OPTIONAL TREAT: Who reads these national newspapers?
o Daily Mirror
o The Guardian
o The Times
o Daily Mail
o Financial Times
o Morning Star
o Daily Telegraph
o The Sun
Visit YouTube and use the search term �BBC Yes Prime Minister newspapers� to get a view on this question: �Prime Minister Jim Hacker explains to Sir Humphrey and Bernard the importance of the papers and who reads which one.�

� OPTIONAL TREAT: How reliable are survey results? Visit YouTube and use the search term �BBC Yes Prime Minister survey� to get a view on this question.

� Visit the Chartered Institute of Marketing website and download the 10 minute guide to the marketing mix at http://www.cim.co.uk/resources/plansandstrategy/home.aspx from the related links on the right.

� To find out more about the marketing mix visit the marketing area of Bized at http://www.bized.co.uk/learn/business/marketing/mix/index.htm

� OPTIONAL TREAT: How does an unnamed airline compile its final prices that are charged to customers? Visit YouTube and use the search term �cheap flights subtitles fascinating aida� to get a view on this question.

� Who is Professor Philip Kotler? Visit http://www.thinkers50.com/video/23; then visit    YouTube and use the search term �Philip Kotler marketing� to get more information.

� Use the quiz activities at http://tutor2u.net/quiz/marketing/default.asp to test your knowledge of some of the marketing terms and ideas encountered in this sequence of activities.

4 Marketing in action

� Visit www.thetimes100.co.uk and explore the current portfolio of cases to identify several that deal with operational and strategic issues in marketing. As you work through these cases make a note of evidence and examples of the following:
� Innovation and ideas generation
� Macro environment: STEEP / Stakeholders / SWOT
� Market research: Secondary / Primary
� Marketing mix: 4Ps (or 7Ps) - Product / Pricing / Promotion / Place, etc.
� Marketing strategy
� Marketing and Web 2.0
� Marketing planning.
 
� Visit www.business2000.ie and explore the current portfolio of cases to identify several that deal with operational and strategic issues in marketing. As you work through these cases make a note of evidence and examples of the following:
� Innovation and ideas generation
� Macro environment: STEEP / Stakeholders / SWOT
� Market research: Secondary / Primary
� Marketing mix: 4Ps (or 7Ps) - Product / Pricing / Promotion / Place, etc.
� Marketing strategy
� Marketing and Web 2.0
� Marketing planning.

5 Marketing strategy

� Visit www.ansoffmatrix.com to find out more about Igor Ansoff's ideas and to consider how it can contribute to decisions to be made about the further development of your organisation.

� Visit the Harvard Business Review channel on YouTube to watch the 13 minute interview with Professor Michael Porter speaking about the factors that have an impact on competition in the airline and soft drinks industry: available at http://youtu.be/mYF2_FBCvXw

6 Marketing with Web 2.0

� OPTIONAL TREAT: Consider how fruit and vegetables share some features with Web 2.0. Visit YouTube and use the search term �BBC Corbett blackberry� to get a view on this question.

� Visit www.commoncraft.com to find out more about:
o Social media
o Blogs
o Wikis
o Podcasts.
 
� Visit the Harvard Business Review channel on YouTube to watch the interview with Tamara Erickson speaking about managing generation Y: available at http://youtu.be/rDAdaaupMno

� Find Chris Anderson's presentation about the �long tail� at www.ted.com and consider your organisation�s opportunities for digital delivery of online content.

� OPTIONAL: What are at the annual McKinsey awards? Find out more at http://hbr.org/web/2011/mckinsey-awards-winners-2010

7 � and finally �

� OPTIONAL TREAT: Use your search engine to identify a contribution that you can make to others in the class, in lighter moments:
� �Business marketing cartoon�
� �Business marketing joke�

8 Reflection

� Write your reflection (80-100 words) on this activity.