Code of Conduct

Август 20, 2022

Содержание

2. Code of Conduct Respect and support each other! ASK QUESTIONS! No calls or messaging allowed in
3. Dr. Prabha Kiran , Senior Lecturer (Marketing) PhD in (Digital Marketing) MBA (Marketing and Systems) Bachelor
4. Lets Get started!!! What is you expectation from this course??? Do you think digital marketing is
5. Course Work
6. Phone, wallet, keys – Generation Z https://www.youtube.com/watch?v=e9N6_Tj9u2U
7. Origin of Digital Marketing https://www.youtube.com/watch?app=desktop&v=d1kKHRsMm2E
8. What we plan to cover today:
9. https://www.youtube.com/watch?v=rElAv7SJLw8&t=63s 15 Most Valuable company by Market Capitalisation
10. COVID-2019 and Online transformation An athletic apparel retailer https://www.supermonkey.com.cn/#videoPage https://digital.hbs.edu/platform-digit/submission/how-lululemon-legitimized-leggings-as-the-new-business-casual/ https://www.contentspa.com/the-secret-behind-lululemons-marketing-campaigns/ https://daxueconsulting.com/supermonkey-gym-market-strategy/ Community-Based Marketing Strategy High-quality
11. The AIDAA Model
12. New business models Margin disruption Principles: 1. dominance 2. transparency Matching supply and demand Dollar shave
13. New business models Relaxation and scale Collaborative consumption Principles: 1. durability 2. trust https://www.renttherunway.com/
14. The marketing mix refers to the set of actions, or tactics, that a company uses to
15. “A marketer is like a chef in a kitchen . . . a mixer of ingredients.”
16. Gibson’s guitar app https://www.youtube.com/watch?v=4eTOkPYrwFE Product rediscovered
17. Product rediscovered Remember to keep asking, ‘How can I help my customer?’ Bundling is a further
18. NY Central Park QR https://www.youtube.com/watch?v=D7JRfz9Jc_M
19. Price rediscovered Pricing and price models are being turned upside down by the Internet. New buying
20. Place rediscovered Place means the place of purchase, distribution and, in some cases, consumption. Online or
21. IKEA Place Video https://www.youtube.com/watch?v=UudV1VdFtuQ
22. Online executions of different communication tools
23. People rediscovered In services marketing, people, or staff, are considered a crucial element of the marketing
24. People rediscovered How well does your site make use of the following: Autoresponders. These automatically generate
25. Physical Evidence rediscovered As services are intangible, customers look for reassurance that the service is going
26. Process rediscovered Process refers to the internal and sometimes external processes, transactions and internal communications that
27. Old versus digital media From push to pull (TV vs Google) From monologue to dialogue (Social
28. Reach a digital audience- POEM framework
29. Reach a digital landscape
30. Digital Marketing defined Digital Marketing is about using digital technology and devices effectively to reach existing
31. Dave Chaffey, Tanya Hemphill “Digital business and e-commerce management”, 7 th edition, 2019 Dave Chaffey, Fiona
32. Seminar 1 Activity 1: Mind Map- Develop a mind map for starting a digital business. Instructions:
34. Скачать презентацию

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Code of Conduct
Respect and support each other!
ASK QUESTIONS!
No calls or

messaging allowed in the class (respect each other)
Be on time: If late up to 10 min, will count as present, if not just come in and sit, will count as present.
If needed, just leave the class without interrupting the class.
Let us learn from each other!

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Dr. Prabha Kiran , Senior Lecturer (Marketing)
PhD in (Digital Marketing)

MBA (Marketing and Systems)
Bachelor of Engineering (Electrical and Electronics Engineering),
Diploma in Supply Chain Management (DSCM-IIMM Chennai)
I have worked on Government funded projects in the area of Digital Marketing and Food technology.
I have published more than 70 research papers in International Refereed Journals and 10 Scopus indexed journal and presented more than 50 research papers in International and National conferences.
Keynote speaker and session chair are multiple national and international conferences and seminars
My research papers have been awarded with best papers in the year 2015 for her research on “twitter analytics” and “Information credibility analysis of social media content” in the year 2017.
I was also awarded with prestigious award of “Young Scientist” by IRDA group of Journals for my contribution towards research and publication.
ICBM School of Business Excellence, India, Awarded me with the Academic Excellence Award for “Best Professor in Market Research” in December 2018.
I was also awarded the best out going Rashtrapati Guide of KVS 2005

Dr. Prabha Kiran,

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Lets Get started!!!
What is you expectation from this course???
Do you think

digital marketing is mandatory for all businesses???
What are the most common things you carry while you are on the move???

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Course Work

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Phone, wallet, keys – Generation Z
https://www.youtube.com/watch?v=e9N6_Tj9u2U

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Origin of Digital Marketing
https://www.youtube.com/watch?app=desktop&v=d1kKHRsMm2E

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What we plan to cover today:

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https://www.youtube.com/watch?v=rElAv7SJLw8&t=63s
15 Most Valuable company by Market Capitalisation

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COVID-2019 and Online transformation
An athletic apparel retailer
https://www.supermonkey.com.cn/#videoPage
https://digital.hbs.edu/platform-digit/submission/how-lululemon-legitimized-leggings-as-the-new-business-casual/
https://www.contentspa.com/the-secret-behind-lululemons-marketing-campaigns/
https://daxueconsulting.com/supermonkey-gym-market-strategy/
Community-Based Marketing Strategy
High-quality Products
Unique Brand

Image

Leaping Bunny-Certified

Diverse Social Media Content

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The AIDAA Model

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New business models
Margin disruption
Principles: 1. dominance
2. transparency
Matching supply and demand

Dollar shave club

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New business models
Relaxation and scale
Collaborative consumption
Principles: 1. durability
2. trust
https://www.renttherunway.com/

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The marketing mix refers to the set of actions, or tactics, that a

company uses to promote its brand or product in the market.
The marketing mix is the tactical or operational part of a marketing plan.
The marketing mix is also called the 4Ps and the 7Ps. The 4Ps are price, place, product and promotion. The services marketing mix is also called the 7Ps and includes the addition of process, people and physical evidence

Classic Marketing Mix

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“A marketer is like a chef in a kitchen . .

. a mixer of ingredients.”
Bartels (1963)

Classic Marketing Mix

Dave Chaffey, Tanya Hemphill “Digital business and e-commerce management”, 7 th edition, 2019 (pp.366-378)

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Gibson’s guitar app
https://www.youtube.com/watch?v=4eTOkPYrwFE
Product rediscovered

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Product rediscovered
Remember to keep asking, ‘How can I help my customer?’
Bundling

is a further alternative (flight, tours, car hire);
Prosumer – the proactive consumer who participates in the design of products or services;
‘all products become services’ as the after-sales market opens up new opportunities. Cohen, 2016 HBR;
Online opportunities for enhancing product value can also be identified;
The different elements of the extended Product (amplification) can be highlighted or delivered online.

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NY Central Park QR
https://www.youtube.com/watch?v=D7JRfz9Jc_M

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Price rediscovered
Pricing and price models are being turned upside down by

the Internet.
New buying models require new pricing approaches.
As prices are published on the web, buyer comparison of prices is more rapid than ever before.
Different price points: subscription, pay per view, bundling, ad-supported content.
Pricing online creates customer empowerment which leads to further downward pressure on prices (skyscanner.net, moneysupermarket.com)
Prices are complex: basic price, discounts, add-ons (product for cost – service charge), guarantees, refund policy, order cancellation, revoke actions

UK rock band Radiohead: CD price tag online – “pay whatever you want”

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Place rediscovered
Place means the place of purchase, distribution and, in some

cases, consumption.
Online or offline the principle is the same: increase your representation and make it widely and readily available to target customers.
Marketers today need to think of multi-channels for distribution to ensure they make their products and services easily available to as many ideal customers as possible.
New distribution models: disintermediation, reintermediation (www.bizrate.com), affiliation (www.amazon.com), group purchasing (www.groupon.com)

Coca-Cola placement VS Amazon placement

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IKEA Place Video
https://www.youtube.com/watch?v=UudV1VdFtuQ

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Online executions of different communication tools

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People rediscovered
In services marketing, people, or staff, are considered a crucial

element of the marketing mix.
Happy Staff = Happy Customers = Happy Shareholders
Contact strategies should be developed that give customers choice of contact, but minimize costly interactions with staff.
Concept of Co-creation

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People rediscovered
How well does your site make use of the following:

Autoresponders. These automatically generate a response when a company emails an organization, or submits an online form.
Email notification. Automatically generated by a company’s systems to update customers on the status of their order, for example, order received, item now in stock, order dispatched.
Call-back facility. Customers fill in their phone number on a form and specify a convenient time to be contacted.
Frequently asked questions (FAQs). For these, the art is in compiling and categorising the questions so customers can easily find (a) the question and (b) a helpful answer.
On-site search engines. These help customers find what they are looking for quickly and are popular when available. Site maps are a related feature.
Virtual assistants come in varying degrees of sophistication and usually help to guide the customer through a maze of choices.

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Physical Evidence rediscovered
As services are intangible, customers look for reassurance that

the service is going to be alright.
They look for cues such as a well-designed site (as well as endorsements) to give them clues about the quality of the intangible service.
Web sites can provide these in the form of high-quality site design and reassurance – through guarantees, refund policies, privacy policies, security icons, awards, customer lists, customer endorsements, independent reviews, news clippings and more. (carphonewarehouse.com)
Physical evidence should help to integrate the online and offline world.

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Process rediscovered
Process refers to the internal and sometimes external processes, transactions

and internal communications that are required to run a business.
Optimization involves minimizing the people involved with responding to each event and providing them with the right information to serve the customer.
Processes continue beyond the sale with after-sales service, generating customer feedback, upselling, cross-selling, product development and improvement built in as part of the processes.

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Old versus digital media
From push to pull (TV vs Google)
From monologue

to dialogue (Social webs, emails)
From one‑to‑many to one‑to‑some and one‑to‑one (Targeted approach)
From one‑to‑many to many‑to‑many communications (Customer to customer)
From “lean‑back” to “lean‑forward” (How do you spend commercial breaks?)
The medium changes the nature of standard marketing communications tools such as advertising (customer)
Increase in communications intermediaries (ad agencies)
Dave Chaffey, Tanya Hemphill “Digital business and e-commerce management”, 7 th edition, 2019 (pp.405-407)

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Reach a digital audience- POEM framework

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Reach a digital landscape

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Digital Marketing defined
Digital Marketing is about using digital technology and devices

effectively to reach existing and potential customers to engage, inform and communicate

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Dave Chaffey, Tanya Hemphill “Digital business and e-commerce management”, 7 th

edition, 2019
Dave Chaffey, Fiona Ellis-Chadwick “Digital marketing: strategy, implementation and practice”, 6 th edition, 2016
Additional reading
COVID-19 RECOVERY PLANNING FOR BRANDS, SINCLAIR | 16 MARCH 2020

Essential reading

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Seminar 1
Activity 1: Mind Map- Develop a mind map for starting

a digital business.
Instructions:
Create a mind map using the tool – MindMaster or Mindmup
Read through this to help you understand how to create a mind map and why is it important to learn to create a mind map - https://www.mindmapping.com/, https://www.mindmup.com/
Software to use:
Copy this link in web page to start creating the mind map. It is a free software for creating mind maps.
https://www.mindmaster.io/online/create, https://www.mindmup.com/
Youtube Tutorial
https://www.youtube.com/watch?v=8Jyp0cMA7Nk
https://www.youtube.com/watch?v=BtDtAWPJUhA&t=1s
Activity 2: Case study: Bringing a traditional family business to digital landscape.
Activity 3: Wrap-up and Revision

Code of Conduct

Содержание

Code of ConductRespect and support each other! ASK QUESTIONS!No calls or

Dr. Prabha Kiran , Senior Lecturer (Marketing) PhD in (Digital Marketing)

Lets Get started!!!What is you expectation from this course???Do you think

Course Work

Phone, wallet, keys – Generation Zhttps://www.youtube.com/watch?v=e9N6_Tj9u2U

Origin of Digital Marketinghttps://www.youtube.com/watch?app=desktop&v=d1kKHRsMm2E

What we plan to cover today:

https://www.youtube.com/watch?v=rElAv7SJLw8&t=63s15 Most Valuable company by Market Capitalisation

The AIDAA Model

New business modelsMargin disruptionPrinciples: 1. dominance 2. transparencyMatching supply and demand

New business modelsRelaxation and scale Collaborative consumptionPrinciples: 1. durability 2. trusthttps://www.renttherunway.com/

The marketing mix refers to the set of actions, or tactics, that a

“A marketer is like a chef in a kitchen . .

Gibson’s guitar apphttps://www.youtube.com/watch?v=4eTOkPYrwFEProduct rediscovered

Product rediscoveredRemember to keep asking, ‘How can I help my customer?’Bundling

NY Central Park QR https://www.youtube.com/watch?v=D7JRfz9Jc_M

Price rediscoveredPricing and price models are being turned upside down by

Place rediscoveredPlace means the place of purchase, distribution and, in some

IKEA Place Videohttps://www.youtube.com/watch?v=UudV1VdFtuQ