Critical Thinking for Responsible Marketing and Desirable Futures (MK310E) - 2024-2025 - PDF

CRITICAL THINKING FOR RESPONSIBLE MARKETING AND DESIRABLE FUTURES - MK310E – 2024-2025 SESSION 2 – MARKETING (/CTD) and MACROENVIRONMENT CRITICAL THINKING FOR RESPONSIBLE MARKETING AND DESIRABLE FUTURES – MARKETING (/CTD) AND MACROENVIRONMENT ANY QUESTION ABOUT SESSION 1?...

CRITICAL THINKING FOR RESPONSIBLE MARKETING AND DESIRABLE FUTURES - MK310E – 2024-2025 SESSION 2 – MARKETING (/CTD) and MACROENVIRONMENT CRITICAL THINKING FOR RESPONSIBLE MARKETING AND DESIRABLE FUTURES – MARKETING (/CTD) AND MACROENVIRONMENT ANY QUESTION ABOUT SESSION 1? Laurence Fort-Rioche – 2024/2025  CRITICAL THINKING FOR RESPONSIBLE MARKETING AND DESIRABLE FUTURES - MK 310 E SESSION 2 – MARKETING CTD / MACROENVIRONMENT DO YOU REMEMBER? 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  CRITICAL THINKING FOR RESPONSIBLE MARKETING AND DESIRABLE FUTURES - MK 310 E SESSION 2 – MARKETING CTD / MACROENVIRONMENT MAIN STEPS OF THE MARKETING PROCESS Workshop 15mn In pairs, and using your brain and own words (no computer, no phone), try to identify the key-steps a marketing team must go through when it wants to create and launch a new offer on a market. Draw a chart. Laurence Fort-Rioche – 2024/2025  EXTERNAL ANALYSIS INTERNAL ANALYSIS DIAGNOSES Collecting information Internal data about the environment collection (PESTEL), competitors,… Not for Audits (production, Offer and demand finance, sales, etc.) your project Identification of opportunities & threats Identification of SWOT strengths & weaknesses + key success factors Problem/ideation/innovation/solution STRATEGIC Identification of profitable segment(s) MARKETING Definition of a marketing strategy including: - Segments, positioning - Objectives => In line with corporate values, strategy and business model Defining the marketing mix (4 ps) Defining the sales action plan OPERATIONAL Implementation / launching of the offer MARKETING Controling commercial actions & efficiency of mix Making necessary adaptations Marketing research Laurence Fort-Rioche – 2024/2025  CRITICAL THINKING FOR RESPONSIBLE MARKETING AND DESIRABLE FUTURES - MK 310 E SESSION 2 – MARKETING CTD / MACROENVIRONMENT Definition of Marketing Research “Marketing research is the function that links the consumer and public to the marketer through information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process. Marketing research specifies the information required to address these issues, designs the method for collecting information, manages and implements the data collection process, analyzes the results, and communicates the findings and their implications”. REQUIRES SOME ETHICAL RULES American Marketing Association Laurence Fort-Rioche – 2024/2025  CRITICAL THINKING FOR RESPONSIBLE MARKETING AND DESIRABLE FUTURES - MK 310 E SESSION 2 – MARKETING CTD / MACROENVIRONMENT « MARKETER » : A WIDE RANGE OF SKILLS A TRANSVERSAL APPROACH Laurence Fort-Rioche – 2024/2025  CRITICAL THINKING FOR RESPONSIBLE MARKETING AND DESIRABLE FUTURES - MK 310 E SESSION 2 – MARKETING CTD / MACROENVIRONMENT Let’s look at 3 main categories of positions : - Market studies and marketing strategy: analyzing markets and their economic potential => eg.: market research manager/analyst [chargé(e) d’études] - Brand and product marketing: defining the characteristics of the offer (price, distribution, promotion, communication) and of the brand (name, positioning, image, etc.) => eg. product/brand manager [chef de produit / chef de marque] - Direct and digital marketing (operational marketing) focuses on customer relationship. Its objective is to increase customer loyalty by efficiently targetting them thanks to different means (content marketing, emailing, phoning, hotlines, Internet, social networks, SMS, etc.) + use of data analysis. - [+ operational marketing] Laurence Fort-Rioche – 2024/2025  CRITICAL THINKING FOR RESPONSIBLE MARKETING AND DESIRABLE FUTURES - MK 310 E SESSION 2 – MARKETING CTD / MACROENVIRONMENT Main skills to be an efficient « marketer » ? ==> See job ads (eg. APEC) and Onisep website for more detailed examples - Ability to monitor changes and evolutions in environment and behaviors => curiosity, attention, etc. - Knowledge of strategy - Knowledge of qualitative tools, psycho-sociology, open-mindness - Quantitative skills and data management (numerical, statistical, etc), computing - Ability for effective oral and written communication - Transversality, multi-disciplinarity to cooperate with different departments and partners - Creativity, strong interest for innovation, novelty and realism - Professionalism and rigour - ANALYTICAL SKILLS Laurence Fort-Rioche – 2024/2025  CRITICAL THINKING FOR RESPONSIBLE MARKETING AND DESIRABLE FUTURES - MK 310 E SESSION 2 – MARKETING CTD / MACROENVIRONMENT Information technologies, data, evolution of consumer behaviors, competition, international challenges, legal environment, etc. MARKETING IS CONSTANTLY EVOLVING Laurence Fort-Rioche – 2024/2025  CRITICAL THINKING FOR RESPONSIBLE MARKETING AND DESIRABLE FUTURES - MK 310 E SESSION 2 – MARKETING CTD / MACROENVIRONMENT Societal changes & marketing evolution Transaction marketing: - little competition and undifferentiated mass market offers Relationship marketing: - dense competitive environment - search for increased loyalty / CRM / service Niche marketing ➔ sub-segments ➔ customised / « one-to-one » Marketing to create an individual relation with consumers AND INCREASE LOYALTY => 5Es => experience, engagement, emotion, essence (values), exchanges (ex. social networks) + informed consumers, new behaviors + consciousness, transparency Laurence Fort-Rioche – 2024/2025  CRITICAL THINKING FOR RESPONSIBLE MARKETING AND DESIRABLE FUTURES - MK 310 E SESSION 2 – MARKETING CTD / MACROENVIRONMENT VIDEO: EVOLUTION OF THE GLOBAL ECONOMY Source and copyright: Cambridge Institute for Sustainable Leadership – Sustainable marketing, media and creative short course, module 1 unit 1. Video « Evolution of the global economy ». Laurence Fort-Rioche – 2024/2025  CRITICAL THINKING FOR RESPONSIBLE MARKETING AND DESIRABLE FUTURES - MK 310 E SESSION 2 – MARKETING CTD / MACROENVIRONMENT CAPTURING (AND QUESTIONING) THE CENTRAL ROLE OF MARKETING IN OUR CONTEMPORARY SOCIETIES AND THE POWER OF NARRATIVES Laurence Fort-Rioche – 2024/2025  CRITICAL THINKING FOR RESPONSIBLE MARKETING AND DESIRABLE FUTURES - MK 310 E SESSION 2 – MARKETING CTD / MACROENVIRONMENT CAPTURING (AND QUESTIONING) THE CENTRAL ROLE OF MARKETING IN OUR CONTEMPORARY SOCIETIES AND THE POWER OF NARRATIVES VIDEO: RECONNECTING WITH WHAT WE HAVE LOST Ella Noah BANCROFT Chief Executive Officer at the Returning Indegeneous Corporation, Ewingsdale, Australia Source and copyright: Cambridge Institute for Sustainable Leadership – Sustainable marketing, media and creative short course, module 4 unit 3. Video « Reconnecting with what we have lost». Laurence Fort-Rioche – 2024/2025 Source and copyright: Cambridge Institute for Sustainable Leadership – Sustainable marketing, media and creative short course, module 4 unit 3. Video transcript « Reconnecting with what we have lost». Edward Bernays The manipulation of the American mind: Edward Bernays and the birth of public relations (theconversation.com) Blowing Smoke: The Mating of Propaganda and Public Relations – John W Harding  CRITICAL THINKING FOR RESPONSIBLE MARKETING AND DESIRABLE FUTURES - MK 310 E SESSION 2 – MARKETING CTD / MACROENVIRONMENT CAPTURING (AND QUESTIONING) THE CENTRAL ROLE OF MARKETING IN OUR CONTEMPORARY SOCIETIES AND THE POWER OF NARRATIVES Competitive advertising: when brands make fun of other brands (autopilotapp.com) https://youtu.be/E3h- T3KQNxU?si=p0FcTmKQs9uFbIVY  CRITICAL THINKING FOR RESPONSIBLE MARKETING AND DESIRABLE FUTURES - MK 310 E SESSION 2 – MARKETING CTD / MACROENVIRONMENT To survive and to grow on its market(s) a company must: Evolve by adapting to its environment (which means knowing it) 2024 Be different in a hyper competitive context (which means knowing what the others are doing) INNOVATE (knowing where to go) Laurence Fort-Rioche – 2024/2025 CRITICAL THINKING FOR RESPONSIBLE MARKETING AND DESIRABLE FUTURES - MK 310 E SESSION 2 – MARKETING CTD / MACROENVIRONMENT EXTERNAL ENVIRONMENT ➔ PESTEL COMPETITION 4 Ps (socio-demo.) SOCIAL LEGAL C MIX  CRITICAL THINKING FOR RESPONSIBLE MARKETING AND DESIRABLE FUTURES - MK 310 E SESSION 2 – MARKETING CTD / MACROENVIRONMENT STILL IN PAIRS TAKE 20 MINUTES TRY TO FIND 2 to 3 RECENT UNCONTROLLABLE FACTORS OF THE MACROENVIRONMENT THAT YOU THINK HAS OR WILL HAVE A STRONG INFLUENCE ON BUSINESSES in France One is looking for political, economic, social (P/E/S) and the other one technological, environmental, legal (T/E/L) LEGAL => IMPACT ON MARKETING / COMPANIES? Interdiction du terme « steak végétal » : le numéro d’équilibriste du président de la FNSEA, Arnaud Rousseau (lemonde.fr) Laurence Fort-Rioche – 2024/2025  CRITICAL THINKING FOR RESPONSIBLE MARKETING AND DESIRABLE FUTURES - MK 310 E SESSION 2 – MARKETING CTD / MACROENVIRONMENT 2024 ECONOMIC 2023 Laurence Fort-Rioche – 2024/2025  CRITICAL THINKING FOR RESPONSIBLE MARKETING AND DESIRABLE FUTURES - MK 310 E SESSION 2 – MARKETING CTD / MACROENVIRONMENT The company and its EXTERNAL environment (MACRO-environnement) => PESTEL diagnosis Companies operate in an environment that they do not control. => impact of uncontrollable external factors (NOT a diagnosis/study of the market or diagnosis of the company) These external factors represent OPPORTUNITIES (for growth, new markets, etc.) and/or THREATS (for the sector, existing or future activities) https://www.francetvinfo.fr/economie/automobile/essence/petrole-gaz-electricite- pourquoi-les-prix-de-l-energie-s-envolent_4777657.html https://www.actu-environnement.com/ae/news/loi-climat-dispositions-soutien-energies-renouvelables-38035.php4 https://www.actu-environnement.com/ae/news/loi-climat-dispositions-soutien- energies-renouvelables-38035.php4 https://www.economie.gouv.fr/cedef/bilan-carbone-entreprise OBLIGATOIRE A PRESENT Laurence Fort-Rioche – 2024/2025  CRITICAL THINKING FOR RESPONSIBLE MARKETING AND DESIRABLE FUTURES - MK 310 E SESSION 2 – MARKETING CTD / MACROENVIRONMENT FACTORS OBSERVATIONS / Opportunities Threats sources (Geo)political Economic SO? PATHS FOR Socio-cultural demographics INNOVATION? Technological Ecological, natural Legal 1. Looking for relevant and recent information sources FOR YOUR PROJECT 2. Clearly stating and referencing these sources ➔ or will be considered as plagiarism 3. Justifying your ideas by being able to go more in-depth into the analysis => going beyond genuine facts ➔ threat, opportunity (the 2 ?) ➔ then, possible avenues, ideas, etc. ?  A company facing its environment… Frêt Entreprise nationale RAM Délocalisation Invest. tourisme Express Commerce extérieur Pression diversification Prix pétrole Terrorisme Alliances Prise de conscience écologique Démocratisation Cies low cost voyages Grèves Privatisation Crise $ Airbus Vieillissement pop° Europe Achats avions Low cost mais pouvoir achat + Coûts maintenance E-business Aerotechnic Comm° Industries Règlementat° Equipements techno avions Législation européenne aérienne Harmonisation IATA Emissions CO2 Taxe carbone Climat Recyclage Formations Investissements Ressources R&D énergies propres pétrolières  CRITICAL THINKING FOR RESPONSIBLE MARKETING AND DESIRABLE FUTURES - MK 310 E SESSION 2 – MARKETING CTD / MACROENVIRONMENT WORKSHOP SESSION 2 COLLECTIVE PROJECT in TEAMS 1/ WHAT DO YOU CONSIDER AS RELIABLE SOURCES OF SECONDARY INFORMATION TO MAKE A DIAGNOSIS OF THE MACROENVIRONMENT? 2/ IN TEAMS (ALLOCATE P, E, S, T, E, L among team members) – 45 MINUTES Start working on the PESTEL diagnosis for your sector: - Identify main facts about the MACRO environment with precise, relevant, reliable and recent sources, information and figures - Are they opportunities? Threats? Both? ANALYSIS - WHAT ABOUT ECOLOGICAL ASPECTS? IMPACTFUL KEY-NUMBERS HERE => Some problems identified? Write down these problems/questions. => First paths for potential RESPONSIBLE innovations (group discussion) Laurence Fort-Rioche – 2024/2025  CRITICAL THINKING FOR RESPONSIBLE MARKETING AND DESIRABLE FUTURES - MK 310 E SESSION 2 – MARKETING CTD / MACROENVIRONMENT AND THEN? WHAT TO DO FOR THE NEXT SESSION? GO ON MOODLE AND REVIEW THE COURSE, READ WHAT IS RECOMMENDED. List your questions if some points remain unclear. FOR THE GROUP PROJECT: GO TO A HYPERMARKET ALL TOGETHER TO OBSERVE THE EXISTING OFFERS IN YOUR SECTOR. FILL IN THE STORE CHECK GRID IN DETAILS. STORE CHECK GRID STORE CHECK GRID