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Week 1 - Module 1.1

Marketing in Context

What is Marketing
Perspectives on Marketing
Understanding Markets and Consumers
Types of Markets
Consumer Motivation – needs & wants

Learning Facilitator Irene Chumak
Tonight’s Agenda
• Welcome & Introductions
– Hand in student information sheet – sent to you via email
– Self introductions – over next 2 to 3 weeks

• General Issues
– How class will work (12 week course)
– Assessments – Overview & Introduction to Assessment 1
– Other Matters/ Questions

• Module 1 Topics & Class Activity

Preliminary Schedule Marketing T3 2018 –Lecture Week, Modules & Topics

Week 2 Week 3 Week 4

Week 1 Wednesday 26 Sept Wednesday 3 Oct Wednesday 10 Oct
Wednesday 19 Sept Module 1.2 Module 2.1 Module 2.2
Module 1.1 Marketing in Context 2 Marketing Context & Marketing Strategy 2
Industry Analysis Strategy 1 ( Analysis for Strategy Development
Marketing in Context Mapping Growth Options
Understanding Macro (Company Analysis,
Environment Forces Understanding Consumers The Marketing Plan &
Understanding Competitors Business Report Writing

Week 5 Week 6 Week 7

Wednesday 24 Oct Wednesday 31 Oct Week 8
Wednesday 17 Oct Wednesday 7 Nov
Module 3.1 Module 3.2 Module 4.1
Positioning /Introduction to Products and Services Module 4.2
Consumer Segmentation
Branding /Introduction to Branding 2 Promotion = IMC
& Targeting
Marketing Mix Elements Pricing & Value Place = Distribution
Introduction to the
- Assessment 1 Due Sunday 28
Marketing Mix October 11.30pm

Week 9 Week 10 Week 12

Week 11
Wednesday 14 Nov Wednesday 5 December
Wednesday 21 Nov Wednesday 28 Nov
Module 5.1 Module 5.2 Module 6.2
Module 6.1 Group Presentations
Physical Evidence Social & Environmentally Finish Sustainable Marketing
People Future of Marketing
Responsible Marketing Market Research
Process The Art & Skills of Presenting
Assessment 2 Due Assessment 3 Presentation Due
Sunday 25 November 11.30pm
Course Landing Page - Home

Course Landing Page – Lecturer Area

Additional Resource For The Course

Refer to Lecturer Area

– pdf version of the txt
book is at the bottom of
the page.....

Resource – reference for this Topic

Refer to Module1 notes

and Chapter 1 of txt
book (in Lecturer Area)

Your Perception of Marketing

Before we start going

down the marketing
rabbit hole, lets explore
what your perception of
marketing is – what do
you currently think
marketing is about?

The Starting Point - What is Marketing?

Popular understanding of marketing

– It is promotion & advertising of .....
– ‘Something to help sell’ ...

That’s not the full story!

The Starting Point - What is Marketing?

• Way of understanding how markets ‘work’ -

what is necessary to stimulate & manage
response from consumers or the market –
both now & in the future

• Mindset, an orientation i.e. organisation

focuses on a client or customers interests &
external opportunities, while meeting the
organisations objectives e.g. profit
A Marketing Orientation Involves....

• Understanding people & markets ..

considering the customer i.e. customer

• Identifying potential customers & what their

needs & wants are

• Matching the organisation’s goals,

competencies & resources with the relevant
customer’s interests .. an exchange
A Marketing Orientation Involves....

• Thinking strategically, planning

& implementing outcomes

• Using frameworks & models of

markets & consumers behaviour
based on research & science..
psychology, economics, statistics,

• Generating or managing
consumer demand with a set
of controllable, tactical tools...
The 7P’s
A Marketing Orientation Involves....
Managing the way that an organisation ‘interacts’ with its market/ customers
7P (Extended) Marketing Mix
• Product and/
or Service

• Price and
Understanding • Place
Customers, (Access/
Market Place Matching Availability) Customer
& its • Promotion
Opportunities and Selling




Marketing Framework

5C’s STP 7P’s= Marketing Mix

• Context • Segmentation • Product (incl Branding)
• Consumer • Targeting • Price
• Place
• Company • Positioning
• Promotion (IMC)
• Competitors
• People
• Collaborators • Physical Evidence
• Process

Assessments – General Overview

There are 3 assessments:

Assessment 1 (40%)
The first requires student (individual) to prepare Part 1 of a marketing plan –
marketing environment analysis – sometimes called a situational analysis for a
small – medium business in Australia, which is looking to grow its business. Due
end of Week 6

Assessment 2 (40%)
The second assessment (individual) requires you to prepare – Part 2 of a marketing
plan for the same business- which covers strategy issues and marketing (7P’s)
tactics. Due end of Week 10

Assessment 3 (20%)
This requires you in groups to prepare a 10 min presentation on the theme of
issues around socially and environmentally sustainable marketing. Presentation
due Week 12 Lecture and submit PPT into grade-book after the presentation

Introduction & Overview Assessments

Refer to hand-out
“MKT600 Marketing
Assessment T3 2018

Understanding Markets and Consumers

Commercial, Not for Profit, Government




Customer / Client Orientation & Behaviour

• In development of products/ services & effective

marketing campaigns – the marketer needs to
understand why consumers behave as they do

• This helps marketers

– Shape/ adapt/ create product- service offering
– To encourage new consumers to buy a product/
– What to emphasise in communication to a
specific ‘audience’ / group of consumers.

Consumer Needs and Wants

• Marketers aim to know the specific needs & wants

consumers are attempting to satisfy & how they
translate these into purchasing criteria

• Many products/ services consumers purchase

satisfy their wants rather than their basic needs

• Wants are shaped by people’s knowledge,

personality, culture, values, behaviour with the
product/product category

• Changes in peoples lives often result in new needs

and wants

Consumer / Customer Needs and Wants

• Need & Wants are not the same thing, though often
confusing to distinguish

– Needs are the basic motivators or drivers

– Wants or desires are shaped by people’s knowledge,

personality, culture, values. Some of the ‘drivers’ for
wants may be embedded in deep societal or familial
norms that shape the individual as they grow into

Needs and Wants

Needs Wants

Essential to be met Nice to have

Objective, definable Not essential

Obvious , Logical Subjective , not declared

Category generic Emotions based often

Trade off one v another

Most Suppliers do this well Consumer choices are mostly made on these
Customer Value - Introduction
• Creating superior customer value is a core theme in

• Customers make their buying choices based on their

perceptions of the value that various ‘offerings’ will deliver
to them.

• Definition – “CV is the difference between the benefits the

customer gains from having access to or owning the offering
and the price paid in obtaining it.”

Customer Value - Introduction
• Consumers don’t often judge the offer value & price
accurately or objectively

• They act on perceived value

• Its more than the economic benefits & price they

paid- it includes emotional, altruistic or social

Customer Satisfaction- Introduction

Definition: “The extent to which a product or

service’s perceived performance matches a
buyers expectations. If the product performance
falls short of expectations, the buyer is
dissatisfied. If performance matches or exceeds
expectations, the buyer is satisfied or delighted.”

Next Week

– Industry Analysis

– Analysis of a Businesses’
Macro- environment
• Read materials/ resources related
to this

– Aim to have your industry and

SME business selected and
hand in information to me in