Marketing 2A

COMKA2

Eduvos (Pty) Ltd (formerly Pearson Institute of Higher Education) is registered with the Department of Higher Education and Training as a private higher education institution under the
Higher Education Act, 101, of 1997. Registration Certificate number: 2001/HE07/008
Ice-breaker
Quick introductions (8 mins):

• Each student has 30 seconds to introduce themselves.

• The lecturer will randomly select students.
• Include your name, where you are joining from (if online) and one favourite brand or
marketing campaign.

ONLINE STUDENTS: After each introduction, participants use the reaction emoji feature
on Microsoft Teams to share a quick emoticon that represents their reaction or
connection to what was shared.

IN-CLASS STUDENTS: Clapping for something interesting; thumbs up for agreement; snap
fingers for a unique or cool fact; nodding for something relatable.
 What will be covered
in today’s lesson?
Introduction to Marketing

Week 1
What can be marketed
Lesson 1
The New Marketing Realities

The Ten Deadly Sins of

Marketing
, .:...;......;..
II I I I I I I III
........,-,,
I ,._

-
,,
••
•
•
••
•• •
---
• ••
••
Marketing
•
••
•
•-
r •
•
•
••
['mar-ka- tio ]
-- , -, , ,-,:-:,- ' '\ ..
••
•

Activities a company
undertakes to promote
the buying or selling
of a product or service.
Week 1: Lesson
Introduction

Welcome to Marketing 2A
During this module, you will learn about basic concepts you might be
familiar with and look at them in more detail. Some of the concepts
include new marketing landscapes, consumer and business behaviour,
organisations going global, loyalty strategies and many more.
In-Class Discussion

• What do you recall from COMKA1?

• What do you remember about marketing?
• What is not marketable?
In-Class Discussion
•Divide into your groups and give a practical example
of the following types of items that can be marketed.
Feedback in class.

• Goods
• Information
• Services
• Thoughts
• Place
• Experience
• Organisations
• People
• Location
• Events
 In-Class Discussion: Possible answers
• Goods: smartphones
• Information: online courses
• Services: ride-sharing services
• Thoughts: personal development webinars
• Place: tourist destination
• Experience: adventure theme park
• Organisations: non-profit charity
• People: celebrity endorsement
• Location: co-working space
• Events: music festival
Introduction to marketing: Group discussion
Class Activity:
According to your prescribed textbook, there are four major realities that we should keep an eye on:
• Technology
• Globalisation
• Physical environment
• Social responsibility

Divide into groups. Your lecturer will assign each group one of these topics to present in class. In your
presentation you must discuss the following.
- Define the reality assigned to you.
- Explain what companies are doing to adapt to these realities.
- Provide some practical examples.
Consumer trends:

In your prescribed textbook have a look at (from p. 35 - 37):

• New consumer capabilities
• New company capabilities
• New competitive environment

Divide into groups. Your lecturer will assign each group one of
these topics to discuss.

Discuss your chosen topic and give feedback in class what each of
these mean.
Consumer trends: Watch this video about Consumer trends for 2024

Brand Sales Marketing (2024). Is AI Taking Over Your Business? Consumer Trends to Watch in 2024. [online] Available at:
https://www.youtube.com/watch?v=ZvNC5CoswOs [Accessed 7 Feb. 2024].
What does the following mean?

HOLISTIC MARKETING
Let us discuss the evolution of the
marketing philosophies
Divide into groups. Your lecturer will assign
each group one of these topics to discuss. Give
a practical example of an organisation that
follows this concept. Feedback in class.

• Production Concept
• Product Concept
• Selling Concept
• Marketing Concept
• Societal Marketing Concept
 Marketing philosophies: possible answer
• Production concept: Example: Toyota
• Explanation: Toyota focuses on producing high-quality vehicles efficiently and at a low cost. The production concept
emphasizes mass production and wide distribution to make products affordable and available to a large audience.

• Product Concept: Example: Apple

• Explanation: Apple is known for its innovative and well-designed products. The product concept centers on continuous
product improvement, technological advancements, and creating superior products to meet the demands and preferences
of tech-savvy consumers.

• Selling Concept: Example: Used Car Dealerships

• Explanation: Used car dealerships often employ aggressive selling techniques to move inventory quickly. The selling concept
revolves around the idea that consumers may not buy enough of the product unless a substantial promotional effort is
made.

• Marketing Concept: Example: Amazon

• Explanation: Amazon is customer-centric, emphasizing understanding and meeting customer needs. The marketing concept
revolves around creating customer value, satisfaction, and building long-term relationships. Amazon focuses on providing a
wide range of products, excellent customer service and personalised recommendations.

• Societal Marketing Concept: Example: Woolworths

• Explanation: Woolworths incorporates environmental and social responsibility into its business practices. The societal
marketing concept goes beyond meeting customer needs and wants; it also considers the well-being of society.
Core marketing concepts
• Target Markets, Positioning and
Segmentation
• Offerings and brands
• Marketing Channels
• Paid, Owned and Earned Media
• Impressions and Engagement
• Value and Satisfaction
• Supply Chain
• Competition
• Marketing Environment
Core marketing concepts
We can distinguish 5 types of needs.

1. Stated needs
2. Real needs
3. Unstated needs
4. Delight needs
5. Secret needs

In class, discuss a practical example of these needs,

referring to yourself as you look for a new phone.
In-Class Discussion

• What can you recall about target markets,

positioning and segmentation?
Updating the 4P’s
10 Deadly Marketing sins
According to Kotler et al., (2022: 49 - 50),
there are many deadly marketing sins, and
brands must ensure they do not get trapped
by any one of them.

Follow the link and read the article below to

have a better understanding of the 10 Deadly
Marketing Sins:

Leonard, J. 2022. Your 10 Deadly Marketing Sins. [Online] Available

at: https://www.business2community.com/marketing/10-deadly-marketing-sins-
0672631 Accessed: 7 February 2024].
What Happens Next?
• Please work through the content on MyLMS for Week 1, Lesson 2.
• Do the activities within Week 1, Lesson 2.
• Complete Week 1, Lesson 1 Practice Quiz.
• It is important to have a thorough understanding of the
following:
• Planning and managing a marketing strategy
 References:
Brand Sales Marketing (2024). Is AI Taking Over Your Business? Consumer Trends to Watch in 2024. [online] Available
at: https://www.youtube.com/watch?v=ZvNC5CoswOs [Accessed 7 February 2024].

Kotler, P. and Armstrong, G. 2016. Principles of Marketing: Global and Southern African Perspectives. 2nd Edition.
Cape Town: Pearson Holdings

Leonard, J. 2022. Your 10 Deadly Marketing Sins. [Online] Available

at: https://www.business2community.com/marketing/10-deadly-marketing-sins- 0672631 [Accessed: 7 February
2023].

Twin. 2023. Marketing in Business: Strategies and Types. [Online] Available at:
https://www.investopedia.com/terms/m/marketing.asp [Accessed: 7 February 2024].