21GEO22 Strategic Marketing 2024-25 Module 1-2 PDF

Strategic Marketing 2024- 2025 Olivier Schunck [email protected] 21GEO22 – Strategic Marketing - Module 1 1 Source: XXXXXXXXXXXXXXXXXXXXX 21GEO22 – Strategic Marketing - Module 1 2 Source: XXXXXXXXXXXXXXXXXXXXX...

Strategic Marketing 2024- 2025 Olivier Schunck [email protected] 21GEO22 – Strategic Marketing - Module 1 1 Source: XXXXXXXXXXXXXXXXXXXXX 21GEO22 – Strategic Marketing - Module 1 2 Source: XXXXXXXXXXXXXXXXXXXXX 21GEO22 – Strategic Marketing - Module 1 3 21GEO22 – Strategic Marketing - Module 1 4  0$ Advertising/ Marketing 20 ~ million budget bottles per year 1980 1990 2000 2010 21GEO22 – Strategic Marketing - Module 1 6 1980 1990 2000 2010 2020 21GEO22 – Strategic Marketing - Module 1 7  Attracting competitors 21GEO22 – Strategic Marketing - Module 1 8  Supplier dispute 21GEO22 – Strategic Marketing - Module 1 9 21GEO22 – Strategic Marketing - Module 1 10  Changing weather 21GEO22 – Strategic Marketing - Module 1 11 21GEO22 – Strategic Marketing - Module 1 12 21GEO22 – Strategic Marketing - Module 1 13 21GEO22 – Strategic Marketing - Module 1 14 21GEO22 – Strategic Marketing - Module 1 15 Brand differentiation Changing consumers Power of supplier Industry rivalry Climate change impact Digital and Social AI-driven innovation 21GEO22 – Strategic Marketing - Module 1 16  MARKETING DOES MATTER ! 21GEO22 – Strategic Marketing - Module 1 17 Course Outline & Objectives 21GEO22 – Strategic Marketing - Module 1  Course Outline Marketing’s A brief history of Marketing Brand & Brand identity, trust and 1 6 Journey and where it stands today Purpose purpose-driven marketing Strategic Basics of Marketing Strategy Responsible Marketing in times of crisis: 2 7 Marketing explained, step-by-step Marketing Sustainable and Ethical Customer Customers’ behavior & needs Digital & Marketing strategy in the 3 8 Centricity and distinctive experiences Social Digital Era Research & Customer intelligence driven Emerging AI, Gen AI & emerging tech- 4 9 Insights by data/AI & human insights technology led Marketing Reinvention Market & Competitive advantage to Agile Resilient & agile marketing 5 10 Competition stand out and innovate Marketing operating models 21GEO22 – Strategic Marketing - Module 1 19 Courses objectives Understand and master the fundamental key concepts Elevate Identify key trends and their impact on organizations’ marketing strategy your Describe the key elements that are part knowledge of a situation analysis level in Define the constitutive elements of a strategic marketing strategy Describe the major underlying marketing marketing frameworks Develop awareness of the importance of being critical actors towards marketing methods 21GEO22 – Strategic Marketing - Module 1 20 Courses objectives Specific objectives in terms of know-how Run internal & external situation audits Assess a company’s marketing strategy and its effectiveness Design & develop a strategic marketing plan taking the consumer, responsibility & technological factors into account Apply marketing frameworks to situation analysis & strategy formulation Understand how AI/generative AI are transforming Marketing …Enjoy learning new things about Marketing 21GEO22 – Strategic Marketing - Module 1 21 Learning & teaching methods We’ll meet every Tuesday afternoon from 14.00 till 17.00 on campus The course covers 36 hours of class, 3h/week x 12 It is mainly structured around lectures enhanced with a variety of teaching approaches during class: Introduction to theoretical concepts Concrete examples & cases Video’s Guest speaker Polls, quizzes and interactive activities (some may require self-reading/viewing in preparation) Q&A – let’s make this as interactive as possible! 21GEO22 – Strategic Marketing - Module 1 22 Evaluation Written examen at the end of semester (in English) Two parts − Multiple choices questionnaire − One or several open questions Material covered: − Lectures & slides + potentially other support materials − Elements covered during class, incl. examples, videos & case discussions − Presentations/cases by guest speakers − Any assigned readings Class participation Active and relevant class participation may result in added recognition. 21GEO22 – Strategic Marketing - Module 1 23 Top bibliographic references 21GEO22 – Strategic Marketing - Module 1 24 Top bibliographic references Philip Kotler: Principles of Marketing, Marketing Management & Marketing 6.0 2024 Kotler & Keller : Marketing Management, 2019 Raja Rajamannar : Quantum Marketing 2020 Seth Godin : This is marketing 2021 Karen Jan Alsem : Applied Strategic Marketing, 2019 Cédric Cauderlier : La stratégie digitale marketing, 2021 Steven van Belleghem : The offer you can’t refuse, 2020 Larry Weber : Authentic Marketing, 2019 Adèle Sweetwood : The analytical Marketer, 2016 Joris Merks-Benjaminsen : Online brand Identity, 2015 Michael Porter : Competitive Strategy, 2008 HBR: The Five Competitive forces that shape strategy & HBR's 10 Must Reads on Strategy (including featured article "What Is Strategy?" Jean-Jacques Lambin : Marketing stratégique et opérationnel, 2021 Byron Sharp: How brands grow Part 2 revised, 2021 N.K. Malhotra: Marketing Research: An Applied Approach”, 2017 21GEO22 – Strategic Marketing - Module 1 25 Presenting myself… 2 21GEO22 – Strategic Marketing - Module 1 26  Today’s Focus Marketing’s A brief history of Marketing Brand & Brand identity, trust and 1 6 Journey and where it stands today Purpose purpose-driven marketing Strategic Basics of Marketing Strategy Responsible Marketing in times of crisis: 2 7 Marketing explained, step-by-step Marketing Sustainable and Ethical Customer Customers’ behavior & needs Digital & Marketing strategy in the 3 8 Centricity and distinctive experiences Social Digital Era Research & Customer intelligence driven Emerging AI, Gen AI & emerging tech- 4 9 Insights by data/AI & human insights technology led Marketing Reinvention Market & Competitive advantage to Agile Resilient & agile marketing 5 10 Competition stand out and innovate Marketing operating models 21GEO22 – Strategic Marketing - Module 1 27 What is Marketing ? 21GEO22 – Strategic Marketing - Module 1 What is Marketing to you? 21GEO22 – Strategic Marketing - Module 1 29 Today, what is Marketing NOT? It’s not just advertising 21GEO22 – Strategic Marketing - Module 1 30 Today, what is Marketing NOT? It’s not just sales 21GEO22 – Strategic Marketing - Module 1 31 Today, what is Marketing NOT? It’s not just 4 Ps 21GEO22 – Strategic Marketing - Module 1 32 Today, what is Marketing ? EXPERIENCE — It’s is everything …that has to do with customers INSIGHTS PRODUCTS BRANDING 21GEO22 – Strategic Marketing - Module 1 33 Today, what is Marketing ? Etymology The term, marketing, is a derivation of the Latin word, mercatus meaning marketplace or merchant. According to some etymologists, the term 'marketing' first appeared in dictionaries in the 16th century where it referred to the process of buying and selling at a market. But its origins date back much earlier, even though the term 'marketing' emerged later. The history of marketing is closely tied to the evolution of human trade and commerce. Source: en.wikipedia.org/wiki/History_of_marketing 21GEO22 – Strategic Marketing - Module 1 34 Brief history of Marketing 21GEO22 – Strategic Marketing - Module 1 Brief History of Marketing as of 3000-4000 B.C. Agricultural revolution & early civilizations 21GEO22 – Strategic Marketing - Module 1 36 Brief History of Marketing ~1500 B.C. Mesopotamia ~500 B.C. Greece & Middle East 35 B.C. Pompei Source: en.wikipedia.org/wiki/History_of_marketing 21GEO22 – Strategic Marketing - Module 1 37 Brief History of Marketing 1450 Invention of the printing press 21GEO22 – Strategic Marketing - Module 1 38 Brief History of Marketing 1700s –1800s Advertising in books and newspapers 21GEO22 – Strategic Marketing - Module 1 39 Brief History of Marketing 1700s –1800s First department stores 21GEO22 – Strategic Marketing - Module 1 40 Brief History of Marketing 1750s-1900s Industrial Revolution 21GEO22 – Strategic Marketing - Module 1 41 Brief History of Marketing 1800s-1900s Newspaper ads, Leaflets (B2C/B2B) + Public Relations 21GEO22 – Strategic Marketing - Module 1 42  Brief History of Marketing 1850s-1900s Outdoor posters, billboards 1869 First advertising agency 21GEO22 – Strategic Marketing - Module 1 43 Brief History of Marketing 1922 First paid radio ad 1941 First TV ad 21GEO22 – Strategic Marketing - Module 1 44  Brief History of Marketing 1900s Marketing university courses 1937 Professional association 21GEO22 – Strategic Marketing - Module 1 45 Brief History of Marketing 1950-70s Post World War II consumerism & global brand expansion 21GEO22 – Strategic Marketing - Module 1 46 Brief History of Marketing 1987 Nike Source: en.wikipedia.org/wiki/History_of_marketing Video 21GEO22 – Strategic Marketing - Module 1 47 Brief History of Marketing 1984, 2006 and 2018 Nike, the power of partnerships 21GEO22 – Strategic Marketing - Module 1 48 Brief History of Marketing 1990s Internet Revolution 21GEO22 – Strategic Marketing - Module 1 49 Brief History of Marketing 1995: Amazon 1998: Google End ‘90s: Online Banking 21GEO22 – Strategic Marketing - Module 1 50 Brief History of Marketing 2007: Apple iPhone 2008: Airbnb + digital natives 21GEO22 – Strategic Marketing - Module 1 51 Brief History of Marketing 2000s onwards: Intel Inside campaign… …launches ‘Ingredient’ marketing 21GEO22 – Strategic Marketing - Module 1 52 Brief History of Marketing 2014 xxxxxxxxx 2006 Nespresso “What Else?” 21GEO22 – Strategic Marketing - Module 1 53 Brief History of Marketing 2004 Facebook launched 2010 Twitter ads 21GEO22 – Strategic Marketing - Module 1 54  Brief History of Marketing 2008 Obama social media campaign 21GEO22 – Strategic Marketing - Module 1 55 Brief History of Marketing mid 2000s Influencer marketing … … and rising scrutiny 21GEO22 – Strategic Marketing - Module 1 56  Brief History of Marketing 2012 Red Bull ‘Stratos’ Content/experience marketing 21GEO22 – Strategic Marketing - Module 1 57 Brief History of Marketing 2013 Volvo Truck ‘Epic Split’ Video 21GEO22 – Strategic Marketing - Module 1 58 Brief History of Marketing as of 2015 #Climate Action, pressure on brands 21GEO22 – Strategic Marketing - Module 1 59 Brief History of Marketing Video 2011 Patagonia’s audacious ad 2018 Purpose-led brand 21GEO22 – Strategic Marketing - Module 1 60 Brief History of Marketing as of 2013 #BlackLivesMatter Video 21GEO22 – Strategic Marketing - Module 1 61 Brief History of Marketing 2014 ALS ice bucket challenge 21GEO22 – Strategic Marketing - Module 1 62 Brief History of Marketing Video 2014 Always’ #LikeAGirl campaign 2017 Fearless Girl Installed 21GEO22 – Strategic Marketing - Module 1 63 Brief History of Marketing 2013 Netflix and Data/AI driven marketing & experience Source: XXXXXXXXXXXXXXXXXXXXX 21GEO22 – Strategic Marketing - Module 1 64 Brief History of Marketing 2020-21 COVID pandemics 21GEO22 – Strategic Marketing - Module 1 65 Brief History of Marketing 2020 COVID pandemics & Staying Home 21GEO22 – Strategic Marketing - Module 1 66 Brief History of Marketing Video 2022 Stromae media stunt on French TV 21GEO22 – Strategic Marketing - Module 1 67 Brief History of Marketing 2022 Brands’ responding to inflation & energy crisis 21GEO22 – Strategic Marketing - Module 1 68 Brief History of Marketing 2023 Age of AI: Coca Cola’s ‘Masterpiece’ Video 21GEO22 – Strategic Marketing - Module 1 69 Brief History of Marketing Video 2023-24+ Generative AI – New era of co-creation 21GEO22 – Strategic Marketing - Module 1 70 Brief History of Marketing as of 3000 B.C. Agricultural revolution 2008 Airbnb and other digital natives (Uber…) ~1500 B.C. Mesopotamia, usage of logos 2010s Social Media: Facebook, Twitter ads… ~500 B.C. Greek signature seals 2000s Intel Inside: ingredient marketing 35 B.C. Pompei mosaic with wine ‘ad’ 2006 Nespresso’s iconic marketing campaign 1450 Invention of the printing press 2008 Social Media used for Obama’s election 1700s –1800s Book/newspaper advertising 2010s+ Influencer marketing 1750s-1900s Industrial Revolution as of 2015 #Climate Action, pressure on brands 1800s-1900s Newspaper ad, Leaflet: B2C/B2B 2011 Patagonia and purpose-led brands 1850s-1900s Outdoor posters, billboards 2012 Red Bull – Content/experience marketing 1869 First advertising agency is created 2013 B2B Volvo’s ‘Epic Split’ campaign 1900-40s First university marketing courses as of 2013 #Blacklifesmatter – true cause Marketing 1937 First Marketing association (AMA) 2014: ALS Ice bucket challenge (non-profit) 1920-40s: Marketing through radio & tv ads 2014 - 2017 Always #LikeAGirl, societal impact 1950-70s Rising post WWII consumerism 2015+ Netflix, rise of data-/AI-driven marketing 1987 Nike, Just Do It & athletes sponsoring 2020 Covid pandemics and cause marketing 1990s Internet Revolution, rise of mobile 2022 Stromae marketing stunt on French TV 1990-2000 Google, Amazon and digital channels 2022 Brands’ respond to inflation & energy crisis 2007 Apple’s iPhone, ecosystem marketing 2023 Coca Cola & brands using Generative AI 21GEO22 – Strategic Marketing - Module 1 71 Evolution of Marketing Source: Marketing 6.0: The Future Is Immersive, by Philip Kotler, Hermawan Kartajaya, Iwan Setiawan, 2023 21GEO22 – Strategic Marketing - Module 1 72  Evolution of Marketing – Nike as example PRODUCT CUSTOMER PURPOSE DIGITAL AI - DRIVEN IMMERSIVE Few Brands Many Brands Brand Activism Many touchpoints Information Phygital Mass products Target Segment Value to Values Omni-channel Customer data Tech-enabled Moment of Sale Positioning Relevance Personalization Data Privacy Platforms Functionality Gain & Retain Trust Empowerment Real-time Meta-Marketing Product Feature Emotions Responsibility Co-Marketing Predictive New CX More Customer-driven More Tech-enabled 21GEO22 – Strategic Marketing - Module 1 73 Defining Marketing 21GEO22 – Strategic Marketing - Module 1 Defining Marketing Early definitions by academics overemphasized managerial focus… 1935 1985 “ Marketing is the process of “ Marketing is the planning and executing the performance of business conception, pricing, promotion, activities that direct the and distribution of ideas, goods flow of goods and and services to create exchanges services from producers that satisfy individual and to consumers “ organizational objectives ” Source: History of Marketing Theory and Practice, Marketing: A Critical Textbook, Nick Ellis et al. 2010 21GEO22 – Strategic Marketing - Module 1 76 Defining Marketing …today, it’s about value creation ! 2024 “ Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. ” Source: www.ama.org/the-definition-of-marketing-what-is-marketing/ 21GEO22 – Strategic Marketing - Module 1 77 Defining Marketing “Marketing is not the art of finding clever ways to dispose of what you make.” “Marketing is the art of creating genuine customer value. It is the art of helping your customer become better off. ” — Philip Kotler 21GEO22 – Strategic Marketing - Module 1 78 Defining Marketing “Marketing is about values. It’s a complicated and noisy world, and we’re not going to get a chance to get people to remember much about us. No company is. So, we have to be really clear about what we want them to know about us.” — Steve Jobs Source: cambridgetricia.medium.com/ 21GEO22 – Strategic Marketing - Module 1 79 Defining Marketing “Marketing is the generous act of helping others become who they seek to become. It involves creating honest stories—stories that resonate and spread.” — Seth Godin 21GEO22 – Strategic Marketing - Module 1 80 Defining Marketing Science + Art Data, Appeal, Analytics, Creativity, Technology,... Storytelling... 21GEO22 – Strategic Marketing - Module 1 81 Marketing, today 21GEO22 – Strategic Marketing - Module 1 Marketing, today Sizable sector of activity… Marketing & 1.6+ advertising 560k+ Marketing professionals trillion $ spend globally in US 430k+ Advertising 9.5% Marketing spend as % of revenue agencies highly varied by globally sector/size (on average) Source: Statista (2023); Gartner (2023) 21GEO22 – Strategic Marketing - Module 1 83  Marketing, today … and ever-evolving sector From Products B2C Commercial to Products B2C Commercial + + + Services B2B Non Commercial 21GEO22 – Strategic Marketing - Module 1 84  Products Marketing, today + Services Rise of Services: the “intangible product” Services are non-physical economic activities. Evolution of Services industries as % of GDP They range from a haircut, a car servicing to education or financial services Commonly, key differences from products are… Intangible Inseparable Impossible to see, touch...before sale Delivery requires customer presence Variable Perishable Developed countries: 60-80% of services Quality depends on who provides it Can’t be stored for later use/sale Developing countries: 30-50% of services Note Services include value added in wholesale & retail trade, hotels, …but digital technology can alter those e.g. restaurants, transportation, education, financial/professional and personal services such as health care and real estate services. variability of a digital service can be controlled. Source: www.gapminder.com based on data.worldbank.org/indicator/ 21GEO22 – Strategic Marketing - Module 1 85  Products Marketing, today + Services Rise of Services: the “intangible product” Company Service delivery has historically been highly dependent on people. Internal External Digital technology is altering this as Marketing Marketing it augments (e.g. script for call Enabling the Service Making the center agent) or replaces (e.g. promise Marketing promise automated store checkout) the Triangle humans involved. Not only for information and mental* Employee + Interactive Customer services (e.g. online banking) but partner Marketing also for physical and object* New Delivering services (e.g. healthcare robots). the promise technologies Note: The Service Marketing triangle was first developed by Philip Kotler in 1994 * As defined by Prof. Christopher Lovelock, Services Marketing pioneer 21GEO22 – Strategic Marketing - Module 1 86  B2C Marketing, today + B2B Different types of customers: B2C and B2B Buyer = companies, institutions, Buyer = individuals or reseller, government… households ► Fewer buyers ► Many buyers ► Larger purchases ► Smaller purchases ► Lengthy, complex cycles ► Shorter buying cycles ► Many decision makers ► Often 1 decision maker ► More personal selling ► More mass marketing ► Often concentrated by areas ► Distributed globally 21GEO22 – Strategic Marketing - Module 1 87  B2C Marketing, today + B2B Different types of customers: B2C and B2B Trend: “Mixed models” Trend: B2B consumerization Guests + Hosts 94% of B2B buyers compare goods online prior to making purchasing decisions. Artist or Music labels + free/premium users + advertisers 86% 86% of B2B buyers prefer using self-service tools for reordering, rather than talking to a salesperson Direct-to-Consumer (D2C or DTC) 98% of B2B buyers look for the Ingredient marketing/ same purchasing experience Ingredient branding across channels Source: B2B consumerism with SAP solutions, Accenture, 2022 21GEO22 – Strategic Marketing - Module 1 88  Commercial Marketing, today + Non Commercial Commercial vs. Non Commercial Place Person Social Fundraising Political Marketing Marketing Marketing Marketing Marketing Source: Classification based on a collaboration of Philip Kotler and Sidney Levy, professor in Marketing & Behavioral Science 21GEO22 – Strategic Marketing - Module 1 89 Marketing in turbulent times 21GEO22 – Strategic Marketing - Module 1 Agenda Constant change Rising complexity: CMO External Chief Internal Marketing Officer 21GEO22 – Strategic Marketing - Module 1 91 Forces shaping Marketing - External Firms now face a permanent state of change at an unprecedent pace Economic Social Geo-political Climate Consumer Technology Marketing teams are at the forefront of navigating these challenges... Source: Accenture Global Disruption Index (GDI), 2023 – Note: The GDI is calculated by averaging the six sub-components 21GEO22 – Strategic Marketing - Module 1 92 Forces shaping Marketing External: Economic Marketing impacts Consumer spend shifts Consumer confidence Pricing pressures Reputation backclash (shrinkflation, cheapflation…) Budget constraints... Resilient, Trusted Responsive, Responsible 21GEO22 – Strategic Marketing - Module 1 93 Forces shaping Marketing External: Social Marketing impacts Inclusion & diversity Ethical leadership Cause-related marketing Risk of ‘cancel culture’ Viral backclash Brand positioning.... Transparent, Authentic, Inclusive, Purpose-led 21GEO22 – Strategic Marketing - Module 1 94 Forces shaping Marketing External: Geo-political Marketing impacts Market access Supply chain disruptions Brand reputation Pricing strategy New strategic alliances.... Adaptive, Proactive 21GEO22 – Strategic Marketing - Module 1 95 Forces shaping Marketing External: Climate Marketing impacts Changing consumers Product & Supply chain Regulatory compliance Brand trust Greenwashing backclash.... Sustainable, Compliant, Environment-focused 21GEO22 – Strategic Marketing - Module 1 96 Forces shaping Marketing External: Consumers Marketing impacts Phygital natives (cf. Kotler) Empowered consumers Co-Marketing Conditional loyals/light buyers Noise saturation... higher engagement rate than 38% past campaigns for Heinz’ co-created AI Ketchup campaign Customer-centric, Relevant, Co-creative 21GEO22 – Strategic Marketing - Module 1 97 Forces shaping Marketing External: Technology Marketing impacts Immersive Marketing Regulatory impact Responsible AI Digital/AI talent gap Accelerated change.... Tech-forward, Real-time Data/AI-driven, Agile 21GEO22 – Strategic Marketing - Module 1 98 Forces shaping Marketing - Internal Internally, Marketing interacts with many functions & stakeholders CEO Finance IT/Digital HR & Talent Sales & Service R&D/Strategy … CMO and Marketing teams need to manage these interactions… 21GEO22 – Strategic Marketing - Module 1 99 Forces shaping Marketing Internal: Strategic Alignment Marketing impacts C-Suite presence of CMOs Overlapping roles emerge Reduced accountability Impact on business strategy “Voice of customer”.... Outcome-focused, Innovative, Strategic Source: Wall Street Journal 2023; EcommerceBytes, 2023 21GEO22 – Strategic Marketing - Module 1 100 Forces shaping Marketing Internal: Effectiveness Marketing impacts Tracking ROI Financial risk management End-to-end view From cost to productivity AI automation.... “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” John Wanamaker (1838-1922) Accountable, Efficient, Effective Source: CFO.com 21GEO22 – Strategic Marketing - Module 1 101 Forces shaping Marketing Internal: Collaboration Marketing impacts Convergence of functions Scale customer touchpoints Build connection Partner up externally New metrics.... Orchestrating, Holistic, Consistent Source: Accenture, 2023 21GEO22 – Strategic Marketing - Module 1 102 Forces shaping Marketing Internal: Talent squeeze Marketing impacts Skill shortage Employee satisfaction Reskilling New hire attractiveness Augment vs. replace.... Skill-based, Engaging, Augmented Source: cmswire.com, 2024 21GEO22 – Strategic Marketing - Module 1 103  Forces shaping Marketing Marketing needs to be all of it ! Resilient, Adaptive, Responsive, Responsible, Trusted, Transparent, Authentic, Inclusive, Purpose-led, Adaptive, Proactive, Sustainable, Compliant, Environment-focused, Relevant Customer-centric, Co-creative, Tech-forward, Real-time, Data/AI-driven, Agile, Outcome- focused, Innovative, Strategic, Accountable, Efficient, Effective, Orchestrating, Consistent Holistic, Skill-based, Engaging, Augmented, etc. 21GEO22 – Strategic Marketing - Module 1 104  Thank You! Do you have questions or would like to share your feedback? [email protected] 21GEO22 – Strategic Marketing - Module 1 Link to videos in this presentation Volvo Trucks – Epic Split https://www.youtube.com/watch?v=M7FIvfx5J10 Apple – Mother Earth https://www.youtube.com/watch?v=9Qm99OAQ9p0 Pepsi – Live for Now https://www.youtube.com/watch?v=uwvAgDCOdU4 Always – Like a Girl https://www.youtube.com/watch?v=qtDMyGjYlMg Stromae https://www.youtube.com/watch?v=YAG6nj7Sff8 Coca-Cola – Generative AI ad https://www.youtube.com/watch?v=VGa1imApfdg Heinz AI campaign https://www.youtube.com/watch?v=6fDel09H4lU&t=3s 21GEO22 – Strategic Marketing - Module 1 106