Marketing Global Innovative Leadership Module
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MARKETING GLOBAL INNOVATIVE LEADERSHIP MODULE ERASMUS+ STRATEGIC PARTNERSHIP FOR YOUTH 2015-2-TR01-KA205-022935 | www.eleaderstochange.com TABLE OF CONTENTS Chapter 1. Marketing ................................................................ Hata! Yer işareti tanımlanmamış. What is marketing?................................................................................................................ 3 The market ............................................................................................................................ 3 The Demand .......................................................................................................................... 4 Marketing planning and approach ......................................................................................... 5 Summing-up .......................................................................................................................... 6 Reference ............................................................................................................................... 7 Chapter 2. Entrepreneurial Marketing ...................................... Hata! Yer işareti tanımlanmamış. What is entrepreneurial marketing? ...................................................................................... 8 Summing-up ........................................................................................................................ 11 Reference ............................................................................................................................. 11 Chapter 4.Dıgıtal Marketıng ...................................................... Hata! Yer işareti tanımlanmamış. From entrepreneurial marketing to digital marketing ......................................................... 13 What is digital marketing? .................................................................................................. 14 Digital marketing’s key components ................................................................................... 16 1. Search Engine Optimization (SEO) .............................................................. 17 2. Pay per click (PPC) ....................................................................................... 18 3. Social media Marketing (SMM) ................................................................... 20 4. Content Marketing ........................................................................................ 22 Measuring results in digital marketing ................................................................................ 24 Developing a website or a blog ........................................................................................... 24 Using social media .............................................................................................................. 26 Handling negative comments online ................................................................................... 26 Summing-up ........................................................................................................................ 28 Reference ............................................................................................................................. 28 Chapter 5. Personal Marketıng and Personal Brandıng .............................................................. 30 Personal Branding ............................................................................................................... 32 Brands vs Products .............................................................................................................. 34 The personal-branding mind-set .......................................................................................... 35 Finding the personal brand .................................................................................................. 36 Finding the target audience ................................................................................................. 36 The SWOT approach ........................................................................................................... 38 Making goal SMART .......................................................................................................... 40 Self-brand strategy .............................................................................................................. 42 Building an achievement record .......................................................................................... 44 Interviews ............................................................................................................................ 44 The packaging ..................................................................................................................... 45 Meetings .............................................................................................................................. 49 Presentations ....................................................................................................................... 50 Email etiquette..................................................................................................................... 51 Elevator pitch ...................................................................................................................... 51 Building visibility and connecting with the audience ......................................................... 52 Building networks ............................................................................................................... 54 Some Personal Branding examples in the real world .......................................................... 56 Example 1 – NASA ..................................................................................................... 56 Example 2 – Almabrand .............................................................................................. 57 Example 3 – Soundbite University .............................................................................. 58 Summing-up ........................................................................................................................ 58 Reference ............................................................................................................................. 59 Chapter 6 – Activities .................................................................................................................. 61 Activity 1 ............................................................................................................................. 62 Activity 2 ............................................................................................................................. 64 Activity 3 ............................................................................................................................. 66 Activity 4 ............................................................................................................................. 67 Activity 5 ............................................................................................................................. 70 Activity 6 ............................................................................................................................. 72 Activity 7 ............................................................................................................................. 74 Activity 8 ............................................................................................................................. 78 CHAPTER 1: MARKETING At the end of this section, you should be able to: • Identify the concept of marketing and its related components – product, demand, consumer, market; • Understand marketing as a result of careful planning, instead of an isolated action What is marketing? According to the American Marketing Association, marketing is “an organizational function and a set of processes for creating, communicating and delivering value for customers and for managing relationships in ways that benefit the organizations and its stake holders.” This means that marketing deals essentially with identifying and meeting human and social needs. It’s a societal process, by which not only individuals as well as groups obtain what they need and want, by creating, offering and exchanging products/services of value with others. Virtually everything can be marketed: goods, services, events, experiences, persons, places, properties, organizations, information, ideas… the list goes on and on, as almost everything can be the subject of one’s needs and desires. The market When something is interchangeable, you must find someone to interchange it with. That is the basic premise in the concept of market – the term is used by marketers to cover the wide variety of consumer groups. There are several types of markets, named after their targeted consumer group: • Consumer Markets – dominated by products and services designed for the general consumer; typically this kind of market splits into four categories: consumer products, food and beverage, retail, and transportation. • Business Markets – this is where organizations purchase raw materials, natural resources and components of other products for their resale or for use in manufacturing another product. • Global Markets – when international buyers and sellers are involved; provides good chance of profit, but needs special attention in choosing the right region to penetrate. • Non-profit and Governmental