Critical Thinking for Responsible Marketing and Desirable Futures MK 310E 2024-2025 PDF

CRITICAL THINKING FOR RESPONSIBLE MARKETING AND DESIRABLE FUTURES - MK310E – 2024-2025 WELCOME ON BOARD! SO, HOW ARE YOU DOING?  CRITICAL THINKING FOR RESPONSIBLE MARKETING AND DESIRABLE FUTURES - MK 310 E SESSION 1 - INTRODUCTION Ped...

CRITICAL THINKING FOR RESPONSIBLE MARKETING AND DESIRABLE FUTURES - MK310E – 2024-2025 WELCOME ON BOARD! SO, HOW ARE YOU DOING?  CRITICAL THINKING FOR RESPONSIBLE MARKETING AND DESIRABLE FUTURES - MK 310 E SESSION 1 - INTRODUCTION Pedagogical coordinator: Dr. Laurence FORT-RIOCHE - Associate Professor - Marketing Department and coordinator of the Responsible Marketing courses (PGE, Director of Experts RSE certificate executive education) - Pre-Master (PGE1) Manager and responsible of the preparatory class continuum - CSR and transition referent for Faculty, Research and Programmes - MBA & British doctorate (PhD) Open University (UK) / Rennes School of Business and Master in International Business Trained at Campus de la Transition and Cambridge Institute for Sustainability Leadership (Sustainable Marketing, Media and Creative).  CRITICAL THINKING FOR RESPONSIBLE MARKETING AND DESIRABLE FUTURES - MK 310 E SESSION 1 - INTRODUCTION - Specialized in responsible marketing, alternative consumption, CSR, transition issues, design, visual identity, marketing of innovation… - Experience in fashion (JB Martin USA), telecommunications (Wandel & Golterman Germany), design, brand identity and consulting (design agency) + social marketing / associations - PGE Director, Associate Dean, Head of Marketing Dpt Rennes SB - Elected member of the steering committee of the United Nations’ Principles for Responsible Management Education France-Benelux Chapter - Teaching in continuous and executive education (iMBA) with international experience (the UK, the Czech Republic – University of NY in Prague -, Morocco, Shanghai…)  Teaching other groups : Camille COULON, Anne-Sophie TARDY, Catherine WATIAU Laurence Fort-Rioche – 2024/2025  CRITICAL THINKING FOR RESPONSIBLE MARKETING AND DESIRABLE FUTURES - MK 310 E SESSION 1 - INTRODUCTION STRUCTURE OF SESSION 1 : WHAT IS THIS MODULE ABOUT? WHAT IS EXPECTED? Content Teaching & learning philosophy Our bilateral contract Collective project and final exam MARKETING? What are we talking about? Understanding value Marketing in an era of urgency, crises, necessary transformation and action => impact Marketing / marketing(s) => workshop flipped class ALLOCATION OF TEAMS AND PROJECTS Laurence Fort-Rioche – 2024/2025  CRITICAL THINKING FOR RESPONSIBLE MARKETING AND DESIRABLE FUTURES - MK 310 E SESSION 1 - INTRODUCTION OUR JOURNEY TOGETHER: AN INNOVATIVE VISION OF MARKETING in line with contemporary challenges to develop critical thinking and a systemic approach SEE SYLLABUS ON MOODLE Laurence Fort-Rioche – 2024/2025  CRITICAL THINKING FOR RESPONSIBLE MARKETING AND DESIRABLE FUTURES - MK 310 E SESSION 1 - INTRODUCTION OUR JOURNEY TOGETHER: SEE SYLLABUS on MOODLE Laurence Fort-Rioche – 2024/2025 TEACHING & Coaching, exchanging, listening, LEARNING supporting and PHILOSOPHY reaching common objectives. I DO WE DO YOU DO  PRINCIPLES OF RESPONSIBLE MARKETING & SUSTAINABLE CONSUMPTION - MK 310 E SESSION 1 - INTRODUCTION LAYING THE FOUNDATIONS OF OUR COLLABORATION A win-win contract with you, actors of your learning experience ➔Syllabus ➔A bilateral engagement and contract between the teaching team and you ➔My engagement/promises and yours? ➔An engagement towards your class mates and team mates ➔Atmosphere in class, teaching and learning philosophy ➔A balance between guided work and autonomy ➔Please always refer to Moodle site when looking for information  Syllabus, powerpoint presentations, documents, articles, links, videos, information about groupwork, preparatory work, etc. on MOODLE / MK 310E + TEAMS CANAL Laurence Fort-Rioche – 2024/2025  READ AND STAY TUNED! MARKETING NEWS https://www.conseilsmarketing.com https://www.lsa-conso.fr/ https://www.e-marketing.fr/# https://www.larevuedudigital.com/category/marketing/ COMPLEMENTARY ARTICLES ➔Sources of added value to deepen your knowledge, bridge theory and practice… and be fully ready for the final exam Laurence Fort-Rioche – 2024/2025  CRITICAL THINKING FOR RESPONSIBLE MARKETING AND DESIRABLE FUTURES - MK 310 E SESSION 1 - INTRODUCTION Respect, engagement and anticipation Some reminders… - Please STRICTLY RESPECT THE STARTING TIME OF THE CLASS. - COMPUTERS ARE ONLY FOR TAKING NOTES BUT HAND WRITTING IS MUCH BETTER - NO USE OF PHONES IN CLASS unless stated otherwise (workshops) … and professors also promise not to use their phone during class - ENGAGEMENT in the collective project ➔ ANTICIPATE and validate each step progressively, respect your team mates and do not put your group in a difficult position. The teaching team is here to help in case of difficulties. - Respect DEADLINES for the collective project but also for complementary work, readings, etc. after each module. - PLAGIARISM ➔ please refer to the School’s instructions and syllabus  CRITICAL THINKING FOR RESPONSIBLE MARKETING AND DESIRABLE FUTURES - MK 310 E SESSION 1 - INTRODUCTION BUT ABOVE ALL COME WITH YOUR SMILE, POSITIVE VIBES AND ENERGY Laurence Fort-Rioche – 2024/2025 CRITICAL THINKING FOR RESPONSIBLE MARKETING AND DESIRABLE FUTURES - MK 310 E SESSION 1 - INTRODUCTION ASSESSMENT METHODS FOR THE MODULE Laurence Fort-Rioche – 2024/2025  CRITICAL THINKING FOR RESPONSIBLE MARKETING AND DESIRABLE FUTURES - MK 310 E SESSION 1 - INTRODUCTION GROUP PROJECT / CONTINUOUS ASSESSMENT ➔ Analysing a market and finding a distinctive and (truly/deeply) responsible place to take on that market (40% final grade with): « Being the most ENVIRONMENTALLY/SOCIALLY responsible offer on the market of… » (40 different markets) - Pre-established groups of 6 students - A new B2C product on the French market ➔ subjects given at the end of this session - Collecting data about the market, conducting qualitative interviews and launching a quantitative survey - Defining a relevant responsible positioning on the market - Analysing feasibility and IMPACT of your innovation ➔ PITCH + copy/files of materials in session 10 (Nov. 2023) ➔ STATISTICAL PART ASSESSED IN STATISTICS MODULE DETAILED ASSESSMENT GRID Laurence Fort-Rioche – 2024/2025 DETAILED ASSESSMENT GRID CRITICAL THINKING FOR RESPONSIBLE MARKETING AND DESIRABLE FUTURES - MK 310 E SESSION 1 - INTRODUCTION Laurence Fort-Rioche – 2024/2025  CRITICAL THINKING FOR RESPONSIBLE MARKETING AND DESIRABLE FUTURES - MK 310 E SESSION 1 - INTRODUCTION + ANALYSIS OF THE IMPACT OF THE INNOVATION THROUGH ITS ENTIRE VALUE CHAIN + SDGs => eg. Supply, agriculture, intermediaries, people (consumers, employees), society… Laurence Fort-Rioche – 2024/2025  CRITICAL THINKING FOR RESPONSIBLE MARKETING AND DESIRABLE FUTURES - MK 310 E SESSION 1 - INTRODUCTION « Innovation can be compatible with sobriety and should not be synonymous with « always more ». Human creativity and cleverness should be at the service of transformation for more durable, decarbonated solutions and finding new manufacturing processes. Not to create superfluous offers. The best innovation is to do better with less resources. Low tech is an interesting path ». https://lnkd.in/d96eCC2t Time for the Planet. Laurence Fort-Rioche – 2024/2025  CRITICAL THINKING FOR RESPONSIBLE MARKETING AND DESIRABLE FUTURES - MK 310 E SESSION 1 - INTRODUCTION GROUP PROJECT=> 40% of the final grade ORAL PRESENTATION DURING SESSION 10 (November 2024) – 15mn PITCH INDIVIDUAL FINAL EXAM => 60% of final grade 2 HOURS / WRITTEN / AT RENNES SB => Quiz about concepts studied in class but also readings. KNOWLEDGE AND UNDERSTANDING OF KEY-CONCEPTS, METHODOLOGY, LINKING THEORY TO PRACTICE, RIGOUR, ANALYSIS, COMPLEMENTARY KNOWLEDGE (readings) Laurence Fort-Rioche – 2024/2025  CRITICAL THINKING FOR RESPONSIBLE MARKETING AND DESIRABLE FUTURES - MK 310 E SESSION 1 - INTRODUCTION Understanding marketing = LEARNING ABOUT (and understanding!) key- concepts and being able to apply them to practical situations ➔ MARKETING KNOWLEDGE AND CULTURE CAN BE: - equivalent to any « average » consumer / superficial - mastered as a specialist able to relate theory to practice ➔ Deep understanding of key-concepts ➔ + ability to analyse = ADDED VALUE (… and higher grades) GIVE THE BEST OF YOURSELF! Laurence Fort-Rioche – 2024/2025 QUESTIONS?  CRITICAL THINKING FOR RESPONSIBLE MARKETING AND DESIRABLE FUTURES - MK 310 E SESSION 1 - INTRODUCTION SESSION 1 WHAT IS MARKETING? UNDERSTANDING THE NOTION OF VALUE MARKETING IN A CONTEXT OF NECESSARY TRANSFORMATION IMPACT OF SOME SECTORS / SDGs WORKSHOP: MARKETING, MARKETING(S): same process but some specificities and different points of attention SUBJECT AND TEAM ALLOCATION FOR THE GROUP PROJECT Laurence Fort-Rioche – 2024/2025  CRITICAL THINKING FOR RESPONSIBLE MARKETING AND DESIRABLE FUTURES - MK 310 E SESSION 1 - INTRODUCTION WHAT IS MARKETING ? Laurence Fort-Rioche – 2024/2025 YOU MEAN « MARKETING »? Consumer RESPONSIBLE Brand image Market shares Digital promotion market product Purchasing behavior Search engine optimization Selling Social networks Television 4Ps Prescriber Hypermarkets packaging Trends Billboards DATA Advertising Radio spot Customer’s satisfaction Loyalty card brand segmentation Internet Techologies Attitude competition Exchanges SUSTAINABLE experience Need E-commerce Differentiation B2C Desire Surveys target Positioning Innovation Customer relationship B2B Social recognition ETHICAL After sales service  CRITICAL THINKING FOR RESPONSIBLE MARKETING AND DESIRABLE FUTURES - MK 310 E SESSION 1 - INTRODUCTION 2 Advertising, distribution, Internet, packaging, price, etc. 1 HR, finance, Strategy production, etc. Positioning Information, Corporate market studies, values data Company’s Etc. etc. etc. purpose  CRITICAL THINKING FOR RESPONSIBLE MARKETING AND DESIRABLE FUTURES - MK 310 E SESSION 1 - INTRODUCTION Definition of Marketing “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”. Kotler and Keller (2016), Marketing Management 15th Edition. Pearson. Laurence Fort-Rioche – 2024/2025 VALUE IS A CENTRAL LINK BETWEEN MARKETING, OFFERINGS AND CONSUMERS AND PROSPECTS IDENTIFY THE VALUE BROUGHT TO CUSTOMERS BY THIS SERVICE GOODS AND SERVICES BRING VALUE BUT THEY ALSO HAVE AN IMPACT (DESTROY RESOURCES/CREATE NEGATIVE VALUE) 2022 illustration update on novel entitites (Credit: Designed by Azote for Stockholm Resilience Centre, based on analysis in Persson et al 2022 and Steffen et al 2015) Laurence Fort-Rioche – 2024/2025  CRITICAL THINKING FOR RESPONSIBLE MARKETING AND DESIRABLE FUTURES - MK 310 E SESSION 1 - INTRODUCTION How much of global greenhouse gas emissions come from food? - Our World in Data Laurence Fort-Rioche – 2024/2025 Fast fashion: How clothes are linked to climate change - BBC News Is fashion bad for the environment? | World Economic Forum (weforum.org) 8 to 10% of global greenhouse gas emissions Rana Plaza, Bangladesh 2013  CRITICAL THINKING FOR RESPONSIBLE MARKETING AND DESIRABLE FUTURES - MK 310 E SESSION 1 - INTRODUCTION YOUR ROLE WITH THE COLLECTIVE PROJECT WILL BE TO THINK ABOUT SOLUTIONS WITH A BETTER ENVIRONMENTAL AND SOCIAL IMPACT (planet and well-being) AND TO ACT AS POSITIVE ACTORS See Moodle for details about SDGs Laurence Fort-Rioche – 2024/2025  CRITICAL THINKING FOR RESPONSIBLE MARKETING AND DESIRABLE FUTURES - MK 310 E SESSION 1 - INTRODUCTION WORKSHOP SESSION 1 MARKETING, MARKETING(S) GROUP PROJECT TEAMS & SUBJECTS Laurence Fort-Rioche – 2024/2025 MARKETING, MARKETING(S) Laurence Fort-Rioche – 2024/2025  CRITICAL THINKING FOR RESPONSIBLE MARKETING AND DESIRABLE FUTURES - MK 310 E SESSION 1 - INTRODUCTION MARKETING IS NOT ONLY ABOUT CONSUMER GOODS AND HYPERMARKETS Different contexts: B2C marketing but also : B2B, B2B2C marketing Services marketing Marketing of technological products and services International marketing Digital marketing Marketing for non-profit organizations Luxury marketing, fashion Social, political marketing, etc. Cultural, sport, tourism marketing, music, etc. Celebrities, actors, influencers… ➔ Key-concepts are the same but some specific issues Laurence Fort-Rioche – 2024/2025  CRITICAL THINKING FOR RESPONSIBLE MARKETING AND DESIRABLE FUTURES - MK 310 E SESSION 1 - INTRODUCTION FLIPPED CLASS IN GROUP OF 4, and only using your brain, IDENTIFY AND EXPLAIN WHAT IS DIFFERENT BETWEEN THE SECTOR OR TYPE OF MARKETING ALLOCATED TO YOUR TEAM AND « STANDARD » B2C MARKETING.  Identify differences, specific points of attention  Take a couple examples of brands, products, situations… to illustrate the differences MARKETING OF TECHNOLOGICAL PRODUCTS MARKETING OF SERVICES DOING MARKETING FOR NON-FOR-PROFIT ORGANIZATIONS INTERNATIONAL MARKETING DOING BUSINESS-TO-BUSINESS MARKETING MARKETING LUXURY PRODUCTS 30 MINUTES Laurence Fort-Rioche – 2024/2025  CRITICAL THINKING FOR RESPONSIBLE MARKETING AND DESIRABLE FUTURES - MK 310 E SESSION 1 - INTRODUCTION SESSION 1 : What is this module about? What is expected? Content Teaching and learning philosophy and contract Group project and final exam Marketing ? What is it about? Understanding value Understanding the negative impact of some sectors Marketing / marketing(s) GO TO => WHAT’S NEXT?  Read chap. 1 Armstrong & Kotler + complementary readings  Start collecting information about your project - SESSION 2 : Understanding marketing / to be ctd Companies in their macroenvironment Laurence Fort-Rioche – 2024/2025  CRITICAL THINKING FOR RESPONSIBLE MARKETING AND DESIRABLE FUTURES - MK 310 E SESSION 1 - INTRODUCTION ALLOCATION OF COLLECTIVE PROJECT THEMES… AND TEAM MEMBERS Laurence Fort-Rioche – 2024/2025  CRITICAL THINKING FOR RESPONSIBLE MARKETING AND DESIRABLE FUTURES - MK 310 E SESSION 1 - INTRODUCTION YOU ARE A YOUNG GRADUATE WORKING IN A CONSULTANT AGENCY. ONE OF YOUR CONSULTANT AGENCY’S CLIENT COMPANY IS LOOKING FOR A WAY TO INNOVATE RESPONSIBLY ON ONE OF ITS MARKETS. YOUR CONSULTANT AGENCY HAS BUILT THE BEST JUNIOR TEAM FOR THIS MISSION… Laurence Fort-Rioche – 2024/2025 TEAM MEMBERS AND TOPICS ON SEPARATE FILE