SLIDE 1
Managing Resources for Marketing Effectiveness
2014 Arthur McKeown
Managing Resources for Marketing Effectiveness
2014 BMG159
Arthur McKeown
Arthur McKeown
Business Institute ae.mckeown@ulster.ac.uk www.arthurmckeown.com
Introductions
TEFL -
Teaching English as a Foreign Language
Business and management Online
My Background
When you complete this module you should be better able:
- To identify some current marketing tools and techniques
which can be used in your organisation
- To relate them to the generic marketing planning
process
- To identify potential for better informed decision making
and action in your organisation.
- To introduce / review some key tools and techniques used
in marketing
- To relate these to the particular context of organisations in
a range of different organisations and sectors
- To consider how Web 2.0 - social networks, the world wide
web and the internet - can help those responsible for marketing a range of products and services.
Overview Outcomes
Introduction
Objectives
- PowerPoint-supported inputs, with discussion
- Small group agendas and cases
- Assignment: requirement and guidance.
Generating Ideas Screening Options Selecting the Best Option
INNOVATION
Marketing Research Marketing Mix Marketing Planning
MARKETING
Processes Suppliers Quality Assurance
OPERATIONS
Recruitment and Selection Motivation and Rewards Appraisal and Training
PEOPLE
Cash, Profit and Assets Budgets and Business Plans Business Support Network
FINANCE
Enterprise
The McKeown Model Joseph Schumpeter Five different types of innovation:
- New products
- New methods of production
- New sources of supply
- Exploitation of new markets
- New ways to organise business..