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:{{Q|'''Marketing''' is the process of communicating the value of a product or service to [[w:customers|customers]], for the purpose of selling the product or service. It is a critical business function for attracting customers.|Wikipedia|[[w:marketing|marketing]]}} | :{{Q|'''Marketing''' is the process of communicating the value of a product or service to [[w:customers|customers]], for the purpose of selling the product or service. It is a critical business function for attracting customers.|Wikipedia|[[w:marketing|marketing]]}} | ||
:{{Q|'''Marketing''' serves 2 purposes: #1 Keep the consumers informed of prices and offerings and #2 To do brand enhancement and post-sales brand image reinforcement.|jubo-jubo|[[marketing]]}} | :{{Q|'''Marketing''' serves 2 purposes: #1 Keep the consumers informed of prices and offerings and #2 To do brand enhancement and post-sales brand image reinforcement.|jubo-jubo|[[User:Jukeboksi/BBA_studies/Marketing|marketing]]}} | ||
:{{Q|'''Advertising''' (or '''advertizing''')<ref>[http://www.collinsdictionary.com/dictionary/english/advertising advertizing/advertizing]. [[w:Collins English Dictionary|Collins English Dictionary Online]].</ref><ref>[http://dictionary.reference.com/browse/advertize advertize]. [[w:Random House Webster's Unabridged Dictionary]]. Retrieved from [[Dictionary.com]]</ref><ref>[http://www.thefreedictionary.com/advertize advertize]. [[w:Webster's Dictionary|Webster's Revised Unabridged Dictionary]]. Retrieved from [[TheFreeDictionary.com]]</ref> is a form of [[w:marketing|marketing]] [[w:communication|communication]] used to persuade an [[w:audience|audience]] to take or continue some action, usually with respect to a commercial offering, or political or ideological support.|Wikipedia|[[w:advertising]]}} | |||
== GloBBA marketing curriculum == | == GloBBA marketing curriculum == | ||
Courses as of 2014 | Courses as of 2014 | ||
# [[#Services Marketing|Services Marketing]] - [[w:Services marketing]] | For all GloBBA students | ||
# [[#Services Marketing|Services Marketing]] - [[w:Services marketing]] ( fi:palvelumarkkinointi | |||
# [[#Corporate Social Responsibility|Corporate Social Responsibility]] - [[w:Corporate responsibility]] ( [[w:fi:Yhteiskuntavastuu]] ) | # [[#Corporate Social Responsibility|Corporate Social Responsibility]] - [[w:Corporate responsibility]] ( [[w:fi:Yhteiskuntavastuu]] ) | ||
# [[#Customer oriented operations planning (marketing)|Customer oriented operations planning (marketing)]] | # [[#Customer oriented operations planning (marketing)|Customer oriented operations planning (marketing)]] | ||
Sales and marketing specialization track | |||
# [[#Creative Corporate and Marketing Communication|Creative Corporate and Marketing Communication]] | # [[#Creative Corporate and Marketing Communication|Creative Corporate and Marketing Communication]] | ||
# [[#Strategic Business-to-Business Relationship Management|Strategic Business-to-Business Relationship Management]] | # [[User:Jukeboksi/BBA_studies/Innovation Management for Global Competitiviness]] | ||
# [[User:Jukeboksi/BBA_studies/Marketing#Strategic Business-to-Business Relationship Management|Strategic Business-to-Business Relationship Management]] | |||
# [[#Successful Event|Successful Event]] | |||
# [[User:Jukeboksi/BBA_studies/Sales and selling#Business-to-Business Selling and Sales Management|Business-to-Business Selling and Sales Management]] | |||
Marketing#Strategic Business-to-Business Relationship Management | |||
{{Marketing}} | {{Marketing}} | ||
{{Internet marketing}} | {{Internet marketing}} | ||
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* '''[[w:Marketing|M]]'''[[w:Marketing|arketing]] is the process of [[w:communicating]] the value of a product or service to [[w:customers]]. ( Wikipedia ) | * '''[[w:Marketing|M]]'''[[w:Marketing|arketing]] is the process of [[w:communicating]] the value of a product or service to [[w:customers]]. ( Wikipedia ) | ||
=== Customer oriented operations planning (marketing) - | === Customer oriented operations planning (marketing) - Session 1 === | ||
*'''[[w: | * '''[[w:Viral marketing|Viral marketing]]''', '''viral advertising''', or '''[[w:marketing buzz|marketing buzz]]''' are [[w:buzzword|buzzword]]s referring to [[w:marketing|marketing]] techniques that use pre-existing [[w:social networking service|social networking service]]s and other technologies to try to produce increases in [[w:brand awareness|brand awareness]] or to achieve other marketing objectives (such as product sales) through self-replicating [[w:Viral phenomenon|viral]] processes, analogous to the spread of [[w:virus|virus]]es or [[w:computer virus|computer virus]]es (cf. [[w:Internet memes|Internet memes]] and [[w:memetics|memetics]]). ( Wikipedia ) | ||
::* The '''[[w:K-factor (marketing)|K-factor]]''' can be used to describe the growth rate of websites, [[w:Mobile app|apps]], or a customer base.<ref>{{cite web | url=http://www.blissdrive.com/blog/the-k-factor-the-secret-factor-behind-your-companys-growth/ | title=The K-Factor: The Secret Factor Behind Your Company’s Growth | publisher=Bliss Drive | date=17 March 2014 | accessdate=26 May 2014 | author=Fong, Richard}}</ref> ( Wikipedia ) | |||
* '''[[w:Engagement marketing]]''' ( [[w:fi:Engagement-markkinointi]] ), sometimes called "experiential marketing," "event marketing", "live marketing" or "participation marketing," is a marketing strategy that directly engages consumers and invites and encourages [[w:consumer]]s to participate in the evolution of a [[w:brand]]. ( Wikipedia ) | * '''[[w:Engagement marketing|Engagement marketing]]''' ( [[w:fi:Engagement-markkinointi]] ), sometimes called "experiential marketing," "event marketing", "live marketing" or "participation marketing," is a marketing strategy that directly engages consumers and invites and encourages [[w:consumer]]s to participate in the evolution of a [[w:brand]]. ( Wikipedia ) | ||
* '''[[w:Tacit knowledge]]'''( [[w:fi:Hiljainen tieto]] ) (as opposed to formal or '''[[w:explicit knowledge]]''') is the kind of knowledge that is difficult to transfer to another person by means of writing it down or verbalising it. | * '''[[w:Tacit knowledge|Tacit knowledge]]'''( [[w:fi:Hiljainen tieto]] ) (as opposed to formal or '''[[w:explicit knowledge]]''') is the kind of knowledge that is difficult to transfer to another person by means of writing it down or verbalising it. | ||
*'''[[w:Database marketing]] in the 80's and 90's then in the 00's evolved to modern '''[[w:Customer relationship management]]'''. | *'''[[w:Database marketing|Database marketing]] in the 80's and 90's then in the 00's evolved to modern '''[[w:Customer relationship management]]'''. | ||
---- | ---- | ||
=== Customer oriented operations planning (marketing) - | === Customer oriented operations planning (marketing) - Session 2 === | ||
* '''Feature''' - What it is? | * '''Feature''' - What it is? | ||
* '''Advantage''' - What will it do ? | * '''Advantage''' - What will it do ? | ||
* '''Benefit''' - WIIFM ? | * '''Benefit''' - WIIFM ? | ||
=== Customer oriented operations planning (marketing) - | === Customer oriented operations planning (marketing) - Session 3 === | ||
* '''[[w:Market segmentation]]''' ( [[w:fi:Segmentointi]] ) is a '''[[w:marketing strategy]]''' that involves dividing a broad [[w:target market]] into subsets of [[w:consumers]] who have common needs (and/or common desires) as well as common applications for the relevant goods and services. ( Wikipedia ) | * '''[[w:Market segmentation]]''' ( [[w:fi:Segmentointi]] ) is a '''[[w:marketing strategy]]''' that involves dividing a broad [[w:target market]] into subsets of [[w:consumers]] who have common needs (and/or common desires) as well as common applications for the relevant goods and services. ( Wikipedia ) | ||
* A '''[[w:persona]]''' ( [[w:fi:Persoonallisuus]] ) (plural personae or personas), in the word's everyday usage, is a social role or a character played by an actor. | * A '''[[w:persona]]''' ( [[w:fi:Persoonallisuus]] ) (plural personae or personas), in the word's everyday usage, is a social role or a character played by an actor. | ||
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=== Terminology for COOPM marketing exam === | === Terminology for COOPM marketing exam === | ||
* '''[[w:Marketing strategy]]''' is the goal of increasing sales and achieving a sustainable [[w:competitive advantage|competitive advantage]].<ref>Baker, Michael ''The Strategic Marketing Plan Audit'' 2008. ISBN 1-902433-99-8. p.3</ref> | |||
*'''[[w:Marketing | :: Marketing strategy includes all basic and long-term activities in the field of marketing that deal with the analysis of the strategic initial situation of a company and the formulation, evaluation and selection of market-oriented strategies and therefore contribute to the goals of the company and its marketing objectives.<ref>Homburg, Christian; Sabine Kuester, Harley Krohmer (2009): ''Marketing Management - A Contemporary Perspective'' (1st ed.), London.</ref> ( Wikipedia ) | ||
* '''[[w:Marketing mix]]''' a.k.a. the '''[[w:4P's]]''' ( product, price, place, promotion ) | * '''[[w:Marketing mix]]''' a.k.a. the '''[[w:4P's]]''' ( product, price, place, promotion ) | ||
:: The '''[[w:marketing mix|marketing mix]]''' is a business tool used in [[marketing|marketing]] and by marketers. The marketing mix is often crucial when determining a product or brand's offer, and is often associated with the '''four P's''': ''price'', ''product'', ''promotion'', and ''place''.<ref>{{cite book|last=McCarthy|first=Jerome E.|title=Basic Marketing. A Managerial Approach|year=1964|publisher=Irwin|location=Homewood, IL}}</ref> | |||
::::In service marketing, however, the four Ps are expanded to the '''seven P's'''<ref>{{cite journal|last=Booms|first=Bernard H.|author2=Bitner, Mary Jo|title=Marketing Strategies and Organization Structures for Service Firms|journal=Marketing of Services. American Marketing Association|year=1981 |pages=47–51}}</ref> or '''Seven P's''' to address the different nature of services. ( Wikipedia ) | |||
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---- | ---- | ||
== Creative Corporate and Marketing Communication == | == Creative Corporate and Marketing Communication == | ||
=== Creative Corporate and Marketing Communication - | === Creative Corporate and Marketing Communication - Session 1 === | ||
* '''[[w:Brand|Brand]]''' is the "name, term, design, symbol, or any other feature that identifies one seller's product distinct from those of other sellers." ( Wikipedia ) | * '''[[w:Brand|Brand]]''' is the "name, term, design, symbol, or any other feature that identifies one seller's product distinct from those of other sellers." ( Wikipedia ) | ||
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==== FOSS and/or run on GNU/Linux video editors ==== | ==== FOSS and/or run on GNU/Linux video editors ==== | ||
* [[w:Avidemux|Avidemux]] is a [[w:free and open-source|free and open-source]] [[w:video editing software|video editing program]] designed for video editing and [[w:video processing|video processing]] '''available for Linux, OS X, Windows and some BSD flavour'''. ([http://fixounet.free.fr/avidemux/download.html download page]) | * '''[[w:Avidemux|Avidemux]]'''[http://www.avidemux.org/ (.org)] is a [[w:free and open-source|free and open-source]] [[w:video editing software|video editing program]] licensed under the GPL and designed for video editing and [[w:video processing|video processing]] '''available for Linux, OS X, Windows and some BSD flavour'''. ([http://fixounet.free.fr/avidemux/download.html download page]) | ||
* [[w:AviSynth|AviSynth]][http://avisynth.nl/index.php/Main_Page (.nl) (wiki)] | * [[w:AviSynth|AviSynth]][http://avisynth.nl/index.php/Main_Page (.nl) (wiki)] is a video editor for GNU/Linux and is licensed under [[w:GNU GPL]] | ||
* '''[[w:Blender (software)|Blender]][http://www.blender.org/ (.org)]''' - '''[[w:Blender|Blender]]''' is a professional [[w:free and open-source software|free and open-source]] [[w:3D computer graphics software|3D computer graphics software]] product used for creating animated films, visual effects, art, 3D printed models, interactive 3D applications and video games. It is '''available for GNU/Linux, OS X and Windows'''. | * '''[[w:Blender (software)|Blender]][http://www.blender.org/ (.org)]''' - '''[[w:Blender|Blender]]''' is a professional [[w:free and open-source software|free and open-source]] [[w:3D computer graphics software|3D computer graphics software]] product licensed under GNU GPL and is used for creating animated films, visual effects, art, 3D printed models, interactive 3D applications and video games. It is '''available for GNU/Linux, OS X and Windows'''. | ||
:::Blender's features include [[w:3D modeling|3D modeling]], [[w:UV mapping|UV unwrapping]], [[w:Texture mapping|texturing]], [[w:Raster graphics editor|raster graphics editing]], [[w:Skeletal animation|rigging and skinning]], [[w:Fluid simulation|fluid and smoke simulation]], [[w:Particle system|particle]] simulation, [[w:Soft body dynamics|soft body]] simulation, [[w:Digital sculpting|sculpting]], [[w:Computer animation|animating]], [[w:match moving]], [[w:camera tracking]], [[w:Rendering (computer graphics)|rendering]],''' [[w:video editing software|video editing]]''' and [[w:compositing|compositing]]. Alongside the modeling features it also has an integrated [[w:Game Blender|game engine]]. ( Wikipedia ) | :::Blender's features include [[w:3D modeling|3D modeling]], [[w:UV mapping|UV unwrapping]], [[w:Texture mapping|texturing]], [[w:Raster graphics editor|raster graphics editing]], [[w:Skeletal animation|rigging and skinning]], [[w:Fluid simulation|fluid and smoke simulation]], [[w:Particle system|particle]] simulation, [[w:Soft body dynamics|soft body]] simulation, [[w:Digital sculpting|sculpting]], [[w:Computer animation|animating]], [[w:match moving]], [[w:camera tracking]], [[w:Rendering (computer graphics)|rendering]],''' [[w:video editing software|video editing]]''' and [[w:compositing|compositing]]. Alongside the modeling features it also has an integrated [[w:Game Blender|game engine]]. ( Wikipedia ) | ||
* [[w:Cinelerra|Cinelerra]] [http://heroinewarrior.com/cinelerra.php @ heroinewarrior.com] for GNU/Linux | * [[w:Cinelerra|Cinelerra]] [http://heroinewarrior.com/cinelerra.php @ heroinewarrior.com] for GNU/Linux | ||
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* '''[[w:Kdenlive|Kdenlive]] [https://kdenlive.org/ (.org)]''' is a versatile and easy to use editing software available under [[w:copyleft]] ( I have some proficiency in this handy FLGOSS candy ) ( jubo-jubo ) | * '''[[w:Kdenlive|Kdenlive]] [https://kdenlive.org/ (.org)]''' is a versatile and easy to use editing software available under [[w:copyleft]] ( I have some proficiency in this handy FLGOSS candy ) ( jubo-jubo ) | ||
* <s>[[w:Kino (software)|Kino]] was an non-linear video editor.</s> | * <s>[[w:Kino (software)|Kino]] was an non-linear video editor.</s> | ||
* [[w:LiVES|LiVES]] - GNU/Linux and various other *NIX | * [[w:LiVES|LiVES]][http://lives.sourceforge.net/ @ sourceforge.net] - GNU/Linux and various other *NIX | ||
* [[w:OpenShot Video Editor|OpenShot Video Editor]] - written in [[w:python]] ( editors note: python is known to be good to those who speak it )for GNU/Linux | * [[w:OpenShot Video Editor|OpenShot Video Editor]][http://openshot.org/ (.org)] - written in [[w:python]] ( editors note: python is known to be good to those who speak it )for GNU/Linux | ||
* [[w:Pitivi|Pitivi]] also written in python. For GNU/Linux | * [[w:Pitivi|Pitivi]][http://www.pitivi.org/ (.org)] also written in python. For GNU/Linux | ||
* [[w:VirtualDub|VirtualDub]] - for Windows | * [[w:VirtualDub|VirtualDub]][http://www.virtualdub.org/ (.org)] - for Windows, licensed under [[w:GPL|GPL]] | ||
* <s>[[w:VirtualDubMod|VirtualDubMod]] - Defunct</s> | * <s>[[w:VirtualDubMod|VirtualDubMod]] - Defunct</s> | ||
* '''[[w:VLMC#VLMC|VideoLAN Movie Creator]][http://www.videolan.org/vlmc/ @ videolan.org] | * '''[[w:VLMC#VLMC|VideoLAN Movie Creator]]'''[http://www.videolan.org/vlmc/ @ videolan.org] - In early development phase — VLMC is a non-linear editing software for video creation based on libVLC and '''running on Windows, Linux and Mac OS X.''' ( Wikipdia ) Released under GPL ( GNU General Public Licence, one of the leading [[w:copyleft]] licenses. All who have used the [[w:VLC]] know of its high quality on all platforms. | ||
( list from [[w:List_of_free_and_open-source_software_packages#Video_editing|Wikipedia list of free and open-source software packages - Section Video editing]] ) | ( list from [[w:List_of_free_and_open-source_software_packages#Video_editing|Wikipedia list of free and open-source software packages - Section Video editing]] ) | ||
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* '''[[w:Windows Movie Maker]]''' (Ticker symbol: MSFT ) ([http://windows.microsoft.com/fi-fi/windows-live/movie-maker Free download from Microsoft]) runs on Windows7 and WindowsXP | * '''[[w:Windows Movie Maker]]''' (Ticker symbol: MSFT ) ([http://windows.microsoft.com/fi-fi/windows-live/movie-maker Free download from Microsoft]) runs on Windows7 and WindowsXP | ||
=== Creative Corporate and Marketing Communication - | === Creative Corporate and Marketing Communication - Session 2 - Integrated marketing communication === | ||
* '''[[w:Corporate communication|Corporate communication]]''' is a set of activities involved in managing and orchestrating all internal and external communications aimed at creating favourable point of view among stakeholders on which the company depends.<ref name=":0">[[w:Riel, Cees B.M. van|]]; Fombrun, Charles J. (2007). Essentials Of Corporate Communication: Abingdon & New York: Routledge. ISBN [[w:Special:BookSources/9780415328265|9780415328265|]].</ref> | * '''[[w:Corporate communication|Corporate communication]]''' is a set of activities involved in managing and orchestrating all internal and external communications aimed at creating favourable point of view among stakeholders on which the company depends.<ref name=":0">[[w:Riel, Cees B.M. van|]]; Fombrun, Charles J. (2007). Essentials Of Corporate Communication: Abingdon & New York: Routledge. ISBN [[w:Special:BookSources/9780415328265|9780415328265|]].</ref> | ||
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* '''[[w:Advertising|Advertising]]''' is a form of [[w:marketing|marketing]] [[w:communication|communication]] used to persuade an [[w:audience|audience]] to take or continue some action, usually with respect to a commercial offering, or political or ideological support. ( Wikipedia ) | * '''[[w:Advertising|Advertising]]''' is a form of [[w:marketing|marketing]] [[w:communication|communication]] used to persuade an [[w:audience|audience]] to take or continue some action, usually with respect to a commercial offering, or political or ideological support. ( Wikipedia ) | ||
::: In Latin, ''ad vertere'' means "to turn toward". | ::: In Latin, ''ad vertere'' means "''to turn toward''". | ||
::: Commercial advertisers often seek to generate increased [[w:consumption (economics)|consumption]] of their [[w:product (business)|products]] or [[w:service (economics)|services]] through "branding", which involves associating a product name or image with certain qualities in the minds of consumers. ( Wikipedia ) | ::: Commercial advertisers often seek to generate increased [[w:consumption (economics)|consumption]] of their [[w:product (business)|products]] or [[w:service (economics)|services]] through "branding", which involves associating a product name or image with certain qualities in the minds of consumers. ( Wikipedia ) | ||
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:::* A '''[[w:storyboard|storyboard]]''' is a graphic organizer in the form of [[w:illustration|illustration]]s or [[w:image|image]]s displayed in sequence for the purpose of [[w:Previsualization|pre-visualizing]] a [[w:motion picture|motion picture]], [[w:animation|animation]], [[w:motion graphic|motion graphic]] or [[w:interactive media|interactive media]] sequence. ( Wikipedia ) | :::* A '''[[w:storyboard|storyboard]]''' is a graphic organizer in the form of [[w:illustration|illustration]]s or [[w:image|image]]s displayed in sequence for the purpose of [[w:Previsualization|pre-visualizing]] a [[w:motion picture|motion picture]], [[w:animation|animation]], [[w:motion graphic|motion graphic]] or [[w:interactive media|interactive media]] sequence. ( Wikipedia ) | ||
::::::'''See also''' | |||
::::::** [[w:Animation|Animation]] | |||
::::::** [[w:Filmmaking|Filmmaking]] | |||
::::::** [[w:Graphic organizer|Graphic organizer]] | |||
::::::** [[w:Previsualization|Previsualization]] | |||
::::::** [[w:Pre-production|Pre-production]] | |||
::::::** [[w:Screenplay|Screenplay]] | |||
::::::** [[w:Screenwriting|Screenwriting]] | |||
::::::** [[w:Script breakdown|Script breakdown]] | |||
::::::** [[w:List of film topics|List of film-related topics...]] ( [[w:storyboard#See also|Wikipedia article on storyboard see also section]] ) | |||
=== Creative Corporate and Marketing Communication - Session 3 - Introduction to making videos === | |||
'''[[w:Guerrilla marketing|Guerrilla marketing]]''' was originally a [[w:marketing|marketing]] strategy in which low-cost, unconventional means (including the use of [[w:graffiti|graffiti]], [[w:Sticker art|sticker bombing]], [[w:Flyposting|flyer posting]], etc.) were used in a (generally) localized fashion to draw attention to an idea, product, or service. | |||
::Today, guerrilla marketing may also include promotion through a network of individuals, groups, or organizations working to popularize a product or idea by use of such strategies as [[w:flash mobs|flash mobs]], [[w:Viral marketing|viral marketing campaigns]], or [[w:Undercover marketing#Internet marketing|internet marketing]]. ( Wikipedia ) | |||
=== Creative Corporate and Marketing Communication - Session 4 - Branding === | |||
* '''Brand image vs. brand identity''' | |||
::* '''[[w:brand#Brand identity|Brand identity]]''' is the outward expression of a brand – including its name, trademark, communications, and visual appearance ( Wikipedia ) | |||
::* The psychological aspect, sometimes referred to as the '''[[w:Brand#Concepts|brand image]]''', is a symbolic construct created within the minds of people, consisting of all the information and expectations associated with a product, service or the company(ies) providing them. ( Wikipedia ) | |||
* '''[[w:Brand alliances|Brand alliances]]''' is a [[w:brand|brand]]ing strategy used in a [[w:business alliance|business alliance]]. Brand alliances are divided into three types. | |||
:** '''[[w:Cobranding|Cobrands]]''' also called brand partnership,<ref>http://www.schmoozyfox.com/2010/03/brand-partnerships/</ref> is when two companies form an [[w:Brand alliances|alliance]] to work together, creating marketing synergy. As described in ''Co-Branding: The Science of Alliance'':<ref name="customersandcapital.com">{{cite web | url= http://www.customersandcapital.com/book/2007/09/co-branding-tra.html| title= Competing for Customers and Capital| work= Southwest Airlines: Put a Little LUV in Your Logo!| publisher=customersandcapital.com}}</ref> ( Wikipedia ) | |||
:** '''[[w:Brand alliances#Brand licenses|Brand licenses]]''' are a contractual agreement where a company lets another organisation use its brand on other products in exchange for a licensing fee. ( Wikipedia ) | |||
:** '''[[w:Brand alliances#Cross marketing|Cross marketing]]''' is an agreement for mutual promotion between two companies. One company for instance will include coupons for another company in its parcels to its clients if the other company will agree to include a promotion from the other company in its direct mails to its client base. ( Wikipedia ) | |||
* '''[[w:Co-creation|Co-creation]]''' is a management initiative, or form of [[w:economic strategy|economic strategy]], that brings different parties together (for instance, a company and a group of customers), in order to jointly produce a mutually valued outcome.<ref>Prahalad, C.K.; Ramaswamy, V. (2004) "Co-Creation Experiences: The Next Practice in Value Creation". ''[[w:Journal of Interactive Marketing]]''. Volume 18, Number 3.</ref> | |||
* '''[[w:Brand management|Brand management]]''' is the analysis and planning on how that [[w:brand|brand]] is perceived in the [[w:market (economics)|market]]. | |||
::**Developing a good relationship with the [[w:target market|target market]] is essential for brand management. | |||
::**Tangible elements of brand management include the product itself; look, price, the packaging, etc. | |||
::**The intangible elements are the experience that the consumer has had with the brand, and also the relationship that they have with that brand. | |||
:::: A brand manager would oversee all of these things. ( Wikipedia ) | |||
=== Creative Corporate and Marketing Communication - Session 5 - Digital marketing === | |||
* The '''[[w:sociology of the Internet|sociology of the Internet]]''' involves the application of sociological theory and method to the [[w:Internet]] as a source of information and communication. [[w:Sociologists|Sociologists]] are concerned with the social implications of the technology; new [[w:social networks|social networks]], [[w:Virtual community|virtual communities]] and ways of [[w:social interaction|interaction]] that have arisen, as well as issues related to [[w:cyber crime|cyber crime]]. ( Wikipedia ) | |||
* '''[[w:Online advertising|Online advertising]]''', also called '''online marketing''' or '''Internet advertising''', is a form of marketing and advertising which uses the Internet to deliver [[w:promotion (marketing)|promotional]] marketing messages to consumers. It includes email marketing, [[w:search engine marketing|search engine marketing]] (SEM), social media marketing, many types of [[w:display advertising|display advertising]] (including [[w:web banner|web banner]] advertising), and [[w:mobile advertising|mobile advertising]]. ( Wikipedia ) | |||
* '''[[w:Digital marketing|Digital marketing]]''' is [[w:marketing|marketing]] that makes use of electronic devices ([[w:computer|computer]]s) such as [[w:personal computer|personal computer]]s, [[w:smartphone|smartphone]]s, [[w:Cell phone|cellphones]], [[w:tablet computer|tablets]] and [[w:game console|game console]]s to engage with stakeholders. ( Wikipedia ) | |||
* '''[[w:Social media marketing|Social media marketing]]''' is the process of gaining [[w:Web traffic|website traffic]] or attention through social media sites.<ref>{{cite journal|author=Trattner, C., Kappe, F.|url=http://www.austria-lexikon.at/attach/User/Trattner%20Christoph/trattner_kappe.pdf |title=Social Stream Marketing on Facebook: A Case Study|journal= International Journal of Social and Humanistic Computing (IJSHC)|year= 2013|volume=2|issue= 1/2}}</ref> | |||
:'''Types of videos''' according to Lasse Rouhiainen: | |||
:* Tutorial | |||
:* Testimonial ( or case study is a better expression ) | |||
:* Product | |||
:* Story | |||
* '''Lasse advices to maximize your touchpoints''' | |||
::A '''[[w:Touchpoint|Touchpoint]]''' (contact point, customer contact, Moment of Truth, point of contact) describes the interface of a [[w:product (business)|product]], [[w:Service (economics)|service]] or [[w:brand|brand]] with [[w:customer|customer]]s/users, non-customers, employees and other [[w:stakeholder (corporate)|stakeholders|]], before, during and after a transaction. This may be applied in [[w:business-to-business|business-to-business]] as well as [[w:business-to-consumer|business-to-consumer]] environments. ( Wikipedia ) | |||
''"Make many types of videos as well as a series of videos of some type to maximize the touchpoints."'' - Jubo-jubo | |||
* In [[w:Internet marketing|online marketing]] a '''[[w:landing page|landing page]]''', sometimes known as a "'''lead capture page'''" or a "'''lander'''", is a single web page that appears in response to clicking on a [[w:search engine optimization|search engine optimized]] search result or an [[w:Ad serving|online advertisement]]. The landing page will usually display directed sales copy that is a logical extension of the advertisement, search result or link. ( Wikipedia ) | |||
:'''Lasse uses''': | |||
:* '''[[w:Jing (software)]]''' is a [[w:screencast|screencast]]ing [[w:computer program|computer program]] launched in 2007 as Jing Project by the [[w:TechSmith|TechSmith Corporation]].<ref>{{cite news | |||
|title=TechSmith Announces the Jing Project. | |||
|url=http://www.accessmylibrary.com/coms2/summary_0286-33477989_ITM | |||
|work = [[Business Wire]] | |||
|publisher = The Gale Group, Inc. | |||
|location = Okemos, Michigan | |||
|date=28 November 2007 | |||
|accessdate=8 February 2011 | |||
|archiveurl=http://www.webcitation.org/5cyzBYLKM | |||
|archivedate=11 December 2008 | |||
}}</ref><ref name="Riley">{{cite news |last=Riley |first=Duncan |date=2007-07-19 |title=The Jing Project: The 3 Legged Dog Of Screen Captures And Screencasting |url=http://techcrunch.com/2007/07/19/the-jing-project-the-3-legged-dog-of-screen-captures-and-screencasting/ |publisher=[[TechCrunch]] |accessdate=2014-07-22 |archiveurl=http://www.webcitation.org/6RFafqRuZ |archivedate=2014-07-22 }}</ref> ( Wikipedia ) | |||
:* '''http://www.powtoon.com/''' - Create animated videos and presentations | |||
:* '''Snapchat'''[https://www.snapchat.com/ (.com)] is a [[w:Photo sharing|photo messaging]] application ( Wikipedia ) | |||
:* A '''[[w:podcast|podcast]] ''' is a [[w:Digital media|digital medium]] that consists of an episodic series of [[w:digital audio|audio]], [[w:digital video|video]], [[w:digital radio|digital radio]], [[w:PDF|PDF]], or [[w:ePub|ePub]] [[w:Computer file|files]] subscribed to and [[w:download|download]]ed through [[w:web syndication|web syndication]] or streamed on-line to a computer or mobile device. ( Wikipedia ) | |||
=== Creative Corporate and Marketing Communication - Session 6 - Project plan presentations === | |||
== Successful Event == | == Successful Event == | ||
| Line 396: | Line 466: | ||
:* Benchmarking with others / goal, target, purpose | :* Benchmarking with others / goal, target, purpose | ||
=== Successful Event - Session 2 === | |||
'''Event types:''' | |||
* [[w:Seminar|Seminar]] | |||
* [[w:Trade fair|Trade fair]] or other [[w:fair|fair]] | |||
* Internal / staff / [[w:Recreation|recreational]] event. | |||
::** A classic example is the Pikkujoulu | |||
::** [[w:Team building|Team building]] event | |||
::** Workplace [[w:well-being|well-being]] event | |||
::** [[w:Training#Job_training_and_development|Job training event]] ( off-the-job or [[w:On-the-job training|on-the-job training]] ) | |||
* [[w:Cocktail party|Cocktail party]] | |||
* Launch party / [[w:dot com party|dot com party]] (often known as an internet party or more generally, a launch party) is a social and business networking [[w:party|party]] hosted by an Internet-related business, typically for promotional purposes or to celebrate a corporate event such as a product launch, [[w:venture round|venture funding round]], or [[w:mergers and acquisitions|corporate acquisition]]. ( Wikipedia ) | |||
* Press / [[w:News conference|News conference]] | |||
* Charity events / [[w:Fundraising|Fundraising]] | |||
* [[w:Festival|Festival]]s | |||
* [[w:Sponsor (commercial)|Sponsor]] event | |||
=== Successful Event - Session 3 === | |||
Bigger "lines" / principals | |||
* Know your audience | |||
* Know your objectives ( should be measurable ) | |||
Planning the programme | |||
* Fixed points -> derive the starting points from the fixed points | |||
* Theme -> consistency -> brand | |||
* | |||
=== Successful Event - Presentation on customer experience management === | |||
==== Successful Event - Presentation on customer experience management - Key definitions ==== | |||
{{Q|A '''[[w:Touchpoint|Touchpoint]]''' (contact point, customer contact, point of contact) describes the interface of a [[w:product (business)|product]], [[w:Service (economics)|service]] or [[w:brand|brand]] with [[w:customer|customer]]s/users, non-customers, employees and other [[w:stakeholder (corporate)|stakeholders]], before, during and after a transaction. This may be applied in [[w:business-to-business|business-to-business]] as well as [[w:business-to-consumer|business-to-consumer]] environments.|Wikipedia|touchpoints}} | |||
* '''[[w:Customer experience|Customer experience]]''' ('''CX''') is the sum of all experiences a [[w:customer|customer]] has with a [[w:supply chain|supplier]] of [[w:good (economics)|goods]] and/or [[w:Service (economics)|services]], over the duration of their [[w:Customer relationship management|relationship]] with that supplier. | |||
::This can include | |||
:::* awareness, | |||
::::*discovery, | |||
:::::*attraction, | |||
::::::*interaction, | |||
:::::::*purchase, | |||
::::::::*use, | |||
:::::::::*cultivation and | |||
::::::::::*advocacy. | |||
{{Q|'''[[w:Experience design|Experience design]]''' ('''XD''') is the practice of [[w:design|design]]ing products, processes, services, events, and environments with a focus placed on the quality of the [[w:user experience|user experience]] and culturally relevant solutions.<ref>{{cite book|last=Aarts|first=Emile H. L.|author2=Stefano Marzano|title=The New Everyday: Views on Ambient Intelligence|publisher=010 Publishers|year=2003|isbn=978-90-6450-502-7|page=46}}</ref>|Wikipedia|[[w:experience design|experience design]]}} | |||
::{{Q|In its commercial context, '''[[w:experience design|experience design]]''' is driven by consideration of the moments of engagement, or [[w:touchpoint|touchpoint]]s, between people and brands, and the [[w:idea|idea]]s, [[w:emotions|emotions]], and [[w:memories|memories]] that these moments create.|Wikipedia|[[w:Experience_design#Commercial_context|experience design in the commercial context]]}} | |||
* A '''[[w:Touchpoint|Touchpoint]]''' (contact point, customer contact, Moment of Truth, point of contact) describes the interface of a [[w:product (business)|product]], [[w:Service (economics)|service]] or [[w:brand|brand]] with [[w:customer|customer]]s/users, non-customers, employees and other [[w:stakeholder (corporate)|stakeholders]], before, during and after a transaction. This may be applied in [[w:business-to-business|business-to-business]] as well as [[w:business-to-consumer|business-to-consumer]] environments. ( Wikipedia ) | |||
* In its commercial context, '''[[w:experience design|experience design]]''' is driven by consideration of the moments of engagement, or [[w:touchpoint|touchpoint]]s, between people and brands, and the [[w:idea|idea]]s, [[w:emotions|emotions]], and [[w:memories|memories]] that these moments create. | |||
:::Commercial experience design is also known as [[w:customer experience|customer experience]] design. In the domain of [[w:marketing|marketing]], it may be associated with [[w:experiential marketing|experiential marketing]]. | |||
:::::Experience designers are often employed to identify existing touchpoints and create new ones, and then to score the arrangement of these touchpoints so that they produce the desired outcome. ( Wikipedia on [[w:Experience_design#Commercial_context|experience design in the commercial context]] ) | |||
* '''[[w:Customer satisfaction|Customer satisfaction]]''' is a term frequently used in [[w:marketing|marketing]]. | |||
::It is a measure of how products and services supplied by a company meet or surpass customer expectation. Customer satisfaction is defined as "the number of customers, or percentage of total customers, whose reported experience with a firm, its products, or its services (ratings) exceeds specified [[w:Contentment|satisfaction]] goals."<ref name=Marketing_Metrics>Farris, Paul W.; Neil T. Bendle; Phillip E. Pfeifer; David J. Reibstein (2010). ''Marketing Metrics: The Definitive Guide to Measuring Marketing Performance.'' Upper Saddle River, New Jersey: Pearson Education, Inc. ISBN 0-13-705829-2.</ref> ( Wikipedia ) | |||
::* '''[[w:Customer satisfaction research|Customer satisfaction research]]''' is that area of [[w:marketing research|marketing research]] which focuses on customers' perceptions with their shopping or purchase [[w:experience|experience]]. ( Wikipedia ) | |||
* '''[[w:Customer experience transformation|Customer experience transformation]]''' (CxT) is a strategy that uses [[w:business process management]] to enhance [[w:customer service|customer service]] experience from any [[w:customer|customer]] [[w:touchpoint|touchpoint]]. ( Wikipedia ) | |||
==== Successful Event - Presentation on customer experience management - Technological solutions ==== | |||
* '''[[w:Business process management|Business process management]]''' ('''BPM''') is a field in [[w:Operations Management|operations management]] that focuses on improving corporate performance by managing and optimising a company's business processes.<ref name="Panagacos2012">{{cite book|author=Theodore Panagacos|title=The Ultimate Guide to Business Process Management: Everything You Need to Know and How to Apply It to Your Organization|url=http://books.google.com/books?id=AyCQMQEACAAJ|date=25 September 2012|publisher=CreateSpace Independent Publishing Platform|isbn=978-1-4774-8613-9|pages=6–7}}</ref> It can therefore be described as a "[[w:process optimization|process optimization]] process." It is argued that BPM enables organizations to be more efficient, more effective and more capable of change than a functionally focused, traditional hierarchical management approach.<ref>[http://portal.acm.org/citation.cfm?id=1558897.1558901&coll=ACM&dl=ACM&CFID=86325717&CFTOKEN=44883106 Ryan K. L. Ko (2009). A computer scientist's introductory guide to business process management (BPM)], ACM Crossroads 15(4), ACM Press | |||
</ref> These processes can impact the cost and revenue generation of an organization. | |||
* An '''[[w:issue tracking system|issue tracking system]]''' (also '''ITS''', '''trouble ticket system,''' '''support ticket,''' '''request management''' or '''incident ticket system''') is a [[w:computer software|computer software]] package that manages and maintains lists of [[W:Issue (computers)|issues]], as needed by an organization. ( Wikipedia ) | |||
* '''[[w:Customer feedback management services|Customer feedback management (CFM) online services]]''' are [[w:web applications|web applications]] that allow businesses to manage user suggestions and complaints in a structured fashion. | |||
::A 2011 study conducted by [[w:Aberdeen Group|Aberdeen Group]] showed that companies using customer feedback management services and social media monitoring have a 15% better customer retention rate.<ref>{{cite web|last=Omer|first=Minkara|title=Customer Experience Management: Using the Power of Analytics to Optimize Customer Delight|url=http://www.aberdeen.com/Aberdeen-Library/7460/RA-customer-experience-satisfaction.aspx|publisher=[[w:Aberdeen Group|]]|accessdate=2012-02-12|date=2012-01-01|quote=Companies using customer feedback management and social media monitoring have a 15% better customer retention rate. [http://multichannelmerchant.com/crosschannel/four-ways-boost-your-customer-experience-0123-jt1/]}}</ref> ( Wikipedia ) | |||
* '''[[w:Customer experience systems|Customer experience systems]]''' are integrated [[w:Business Support System|business]] and [[w:operational support systems|operational support systems]] (BSS/OSS) for [[w:telephone company|telephone company]] that particularly address [[w:service provider|service provider]]s’ mandate of focusing on the [[w:customer experience|customer experience]]. [...] the remaining differentiator is how well a company can deliver a customer experience that is ''personalized, rewarding, and meets customer needs''. (Peppers & Rogers 2005) <ref>{{cite book|author1=Martha Rogers|author2=Don Peppers|title=Return on Customer: Creating Maximum Value From Your Scarcest Resource|url=http://books.google.com/books?id=wvd4y742XPoC|accessdate=13 October 2012|date=21 June 2005|publisher=Random House Digital, Inc.|isbn=978-0-385-51030-1}}</ref> ( Wikipedia with modifications ) | |||
---- | ---- | ||
== Read more on marketing: == | == Read more on marketing: == | ||
| Line 406: | Line 541: | ||
* [[w:Shopper marketing]] | * [[w:Shopper marketing]] | ||
* [[w:Category:Types of marketing]] | * [[w:Category:Types of marketing]] | ||
* [[w:Category:Types of branding]] | |||
== References == | == References == | ||
<references/> | <references/> | ||
---- | |||
<center>This article '''used to be''' at the address '''<nowiki>https://GloBBA12.si/wiki/Marketing</nowiki>''' from 2012 to 2016 and '''<nowiki>https://wiki.study/regarding/Marketing</nowiki>''' from 2016 to 2020</center> | |||
[[Category:realcontent]] | [[Category:realcontent]] | ||
[[Category:Marketing]] | |||
[[Category:Marketing specialization track]] | [[Category:Marketing specialization track]] | ||