Introduction to the Strategic Marketing Course and subject as well as the Business Environment.

1. EBMA3715
Strategic Marketing Management

7. CONTACT SESSIONSCONTACT SESSIONS
ENGLISHCLASSES
DAY PERIOD TIME VENUE
WEDNESDAY 5 11:10-12:00 LCT D
WEDNESDAY 6 12:10-13:00 LCT D
FRIDAY 2 08:10-09:00 LCT D
AFRIKAANSE KLASSE
DAG PERIODE TYD LOKAAL
WOENSDAG 2 08:10-09:00 WD 145
WOENSDAG 3 09:10-10:00 WD 145
VRYDAG 4 10:10-11:00 LCT F

8. NAQUITA
FERNANDES

9. LECTURERDETAILS…LECTURERDETAILS…
MRS. NAQUITA FERNANDES
 Office: FGG 144
 : 051 – 4013747
 E-mail: AchadinhaNMJ@ufs.ac.za
 Office Hours: By Appointment ONLY

13. PRESCRIBEDPRESCRIBEDTEXTBOTEXTBO

15. KNOWLEDGE IS GOOD,
EXPERIENCE IS BETTER.

17. BLACKBOARD
 Make sure that you have access to
Blackboard
 Visit Blackboard AT LEAST ONCE a
week for:
 Important notices
 Class Assignment Details
 Tests and exam dates & times
 Any problems with Blackboard, visit
IT at the back of the FGG building

18. U1:
Marketing
U1:
Marketing
“...the process of planning and executing the
conception, pricing, marketing communication and
distribution of ideas, products or services to create
exchange that satisfy individual and organisational
goals. “
U4:U4:
SegmenSegmen
t, targett, target
positionposition
U12:
Customer
Value and
retention
U12:
Customer
Value and
retention
U14:
Marketing
planning,
implementatio
n and control
U14:
Marketing
planning,
implementatio
n and control
U15:
Marketing
Metrics
U15:
Marketing
Metrics

21. ASSESSMENTASSESSMENT
• Semester Test 1: 20%
• Semester Test 2: 20%
• Group Presentation: 30%
• Class Assignments: 30%
• TOTAL: 100%
Semester mark (50%) + Exam mark (50%) = 100%
Review Work Schedule

22. Date Day # Unit Topic Activity Preparation
04-Feb Wed 1 1 & 2 Introduction to Strategic Marketing Thakaneng bridge Chapter 1
06-Feb Fri 2 2 Marketing Environment Poster making Chapter 2
11-Feb Wed 3 3 Consumer behaviour Marketing campaign Chapter 3
13-Feb Fri 4 4 Segmentation, Targeting and Positioning Chapter 4
18-Feb Wed 5 4 Segmentation, Targeting and Positioning TV Show Chapter 4
20-Feb Fri 6 5 Marketing Research Current problem Chapter 5
25-Feb Wed Test 1: 11:00-13:00 on Unit 1-5
27-Feb Fri 7 6&7 Product and Branding decisions Chapter 6 & 7
04-Mar Wed 8 6&7 Product and Branding decisions Flipped Classroom Chapter 6 & 7
06- Mar Fri TATA information session via video conferencing with TATA AFRICA International Brand Manager
06-Mar Fri 9 8 Pricing decisions PnP Brand Match Chapter 8
11-Mar Wed 10 10&11 Marketing Communication Marketing Communication tools Chapter 10 &11
13-Mar Fri 11 10&11 Marketing Communication QR codes / Website Analysis Chapter 10 &12
18-Mar Wed 12 9 Distribution
20-Mar Fri 13 6-10 Revision of Unit 6-10 Kefir
20 March-30 March: Holiday
01-Apr Wed 14 Preparation for TATA presentations
03-Apr Fri Good Friday
08-Apr Wed Test 2: 11:00-13:00 on Unit 6-11
10-Apr Fri 15 12 Customer value and retention Chapter 12
15-Apr Wed 16 13 People, processes and physical evidence Chapter 13
17-Apr Fri 17 14&15 Marketing plan and metrics Envision Chapter 14 & 15
22-Apr Wed 18 15 Marketing metrics Chapter 15
24-Apr Fri 19 16 International Marketing Chapter 16
29-Apr Wed 20 Preparation for TATA presentations
01-May Fri Workersday
05-May Tues Alternative test: 10:00-12:00 on Unit 1-11
4 May- 8 May Mon-Fri TATA PRESENTATIONS
13-May Wed 23 17 &18 Emerging countries & B2B Chapter 17 & 19
15-May Fri 24 ALL Revision for exam ALL

23. Test 1: 11:00-13:00
on Unit 1-5

24. Test 2: 11:00-13:00 on
Unit 6-11

27. TATA GROUP
PRESENTATIONS

28. CLASS ASSIGNMENTSCLASS ASSIGNMENTS
 Group or Individual
 Information regarding
class activities has been
placed in your
studyguides and on
Blackboard.
 Your responsibility
 KEEP UPDATED and
BE PREPARED

29. Useful Tips forSurvival…
You will need to come PREPAREDto class!
 Read through the chapter and slides on Blackboard before the contact
session
Contact sessions are FOCUSEDON PRACTICAL
APPLICATION!
 If you are not prepared you will feel completely LO ST.
 South African examples are provided to you, in order to equip you
with the knowledge you need for case studies etc.
Participate in class discussions
Learn to APPLY yourknowledge!

31. Job Title: Trade Marketing
manager
Duties & Responsibilities
The Trade marketing manager's responsibilities will include but not be limited to the
following:
•Develop 4-Pstrategy and tactics in line with Key Account- and Brand Plan
objectives, and present to customer(s) where required.
•Increase in-store presence in our categories through finding and filling distribution
gaps.
•Work with Key Account Managers to recommend in-store actions aimed at
strengthening the brand positions within the category and overall market share
improvement.
•Optimising listings and product ranging.
•Develop and implement the Companies’ promotional strategy in line with brand
priorities and media plans across all customers
•Analyse customer- and market data, using all data available (Aztec/Nielsen,
customer data, etc.), draw conclusions, offer recommendations, and develop
strategies.
•Manage the POS warehouse, including costs – ensure all POS is delivered to the
trade on time

32. Campaign Manager- Email
Marketing
This manager will support email efforts for all client brands to engage
customers with highly relevant email communications. This position will
be heavily involved in creating and deploying new email communications
and will be responsible for end-to-end email campaign development. This
individual will also be responsible for the development of long term
relationships with different business units in the agency to maintain a
high level of client satisfaction in the production of email marketing.
Responsibilities:
• Oversees all email operations
• Work with creative development team to provide direction on campaign
design.
• Creation of all Email marketing and communications calendar
• Work with internal resources on copy and content for
messages/emails/journeys
• Manages third party relationship with email service provider
• Testing, reporting and optimisation of campaigns
• Work with internal teams to ensure that the campaigns are consistent
with company guidelines and goals.
• Manages list segmentation and develop customer segmentation
strategies to increase

33. Marketing Manager
Duties:
 The marketing manager will be responsible for developing and implementing a
comprehensive marketing strategy for alternatives investments.
 Assume day-to-day management of the marketing function, which includes
implementing measurements forthe success of the marketing business plan.
 Understand the competitive landscape as well as collate, distribute and provide
competitor information.
 Identify gaps, needs and opportunities to conquernew market space.
 Develop specific plans to support targeted client segments (locally and
internationally)
 Assist and develop marketing presentations.
 To develop and implement an appropriate media and thought leadership strategy.
 Develop and implementing an events strategy, developing signature events for
different client segments.
 Develop and implement an appropriate advertising strategy.
 Work closely with other areas of the business and the investment boutiques to
develop and implement elements of the marketing strategy for the broader of the
company.

35. First Group Activity
Friday, 6 February 2015

36. UNIT 1
The Marketing World-
Introduction

40. PAGE 3-
4
Price
Product
Marketing
Communication
Distribution

42. The Concept of Exchange (pg.
4)
 Exchange is all the activities associated with somebody
(customer) giving up something (money/time/goods) in
order to receive something in return (product or service)
from another.
 Exchange does not necessarily require money.
 The 5 CONDITIONS required for exchange:
 At least 2 parties must be involved.
 Each party must have something that the other party values.
 Each party must be able to communicate with the other party
 Each party must be free to accept or reject the other’s offer.
 Each party must want to deal with the other party.

43. MARKETINGMARKETING
PHILOSOPHIES…PHILOSOPHIES…
Page 9-
17

44. IS CUSTOMER
SATISFACTION EASY
TO OBTAIN?

45. GAP

46. Marketing Gaps
 Your mission as marketers: Identify and close these
gaps
 FIVE main types of GAPS in the marketing process:
Page 5-9

48. CLOSE THESE
GAPS

52. Close these GAPS= Middleman
(pg. 7)

53. Assignment Unit 1: Individual 10
marks
A group of entrepreneurs want
to open their own smoothie
store on the Thakaneng
Bridge, situated on the main
campus of the University of
the Free State.
They have requested your
assistance to help them
identify the five main gaps in
the marketing process, that
their smoothie store will need
to address.
Surname, Initials
Student number

54. SUBMISSION
DATE:
Assig nm e nt Unit 1
Next Wednesday,
11 FEBRUARY

56. The Marketing
EnvironmentCHAPTER

57. Should we take note of what is
happening in the marketing
environment?

58. COMPONENTS OF THE MARKETING
ENVIRONMENT (PG. 35)

60. Micro-Environments

62. VARIABLES OF THE MARKET-
ENVIRONMENT (PG.41)

63. THESE
VARIABLES
ARE
INTER-
LINKED!

64. FOREXAMPLE:

65. USE CUSTOMER
NEEDS
AS
INSPIRATION

70. MACRO-ENVIRONMENT (pg.
44)

71. Variables in the macro-
environment
 POLITICALANDLEGALENVIRONMENT
 Political stability in a country
 International laws and regulations
 INTERNATIONAL
 Global market
 Instant communication
 Beware of legal and cultural differences
 PHYSICAL
 Availability of natural resources
 TECHNOLOGICAL
 Experiences changes on a daily basis
 Also impacts on socio-cultural and economic environments
 ECONOMIC
 Includes: inflation; interest rates; unemployment; consumer income; exchange rate;
monetary policy, business cycle
 SOCIO-CULTURAL
 Strongly influenced by technology and economy
 Includes: demographics; lifestyles, cultural values and subcultural influences

72. Environmental Scanning (pg.
47)
 ...is the careful gathering, processing, analysing and interpreting of an
organisation’s internal and external environments in order to reveal tactical
or strategic opportunities, threats, strengths and weaknesses and
determine how these may influence the business’s current and future plans.
• It helps the business to capitalise on earlyopportunities
• It provides an early signal of impending problems orthreats
• It sensitises a business to the changing needs and wants of its
customers
• It provides a base of objective information about the internal
strengths and weaknesses
• It improves the image of the business by showing that it is
sensitive and responsive to its environment

77. 77

81. 81

85. 85

88. 88

89. Gold Prices Set toGold Prices Set to
Rise.Rise.

98. Energy companies are some of
the worst offenders in the green
sheen game. BP’s
redesigned logo is one notorious
example. The green stylized
flower suggests that BP is a
company that is both
environmentally friendly and
responsible.
Sadly, the only thing green
about BP is their BS. Even as
they claim to be concerned
about emissions—they speak
frequently about their efforts to
develop “clean energy” sources–
they continue to pull out of
renewable research, even their
own previous investments in
renewable energy.

99. GM one example of a company that is proud to be green(washed). Its “Gas-friendly
to Gas-free” campaign features a 2010 Yukon Denali Hybrid that tops out at a
meager 21 mpg. Moreover, super-efficient vehicles represent a small percentage of
GM’s yearly production, while they still engage heavily in the production of
gas-guzzling cars and trucks. GM’s green marketing fails to note that the company
currently produces fifty-one models that get less than 30 mpg, including thirty-five

100. 100

106. 106