internship with professor sameer mathur
TRANSCRIPT
![Page 1: Internship with Professor Sameer Mathur](https://reader034.vdocuments.us/reader034/viewer/2022042819/55cea7f0bb61eb19138b45a3/html5/thumbnails/1.jpg)
The 4 weeks journey..
Learning Marketing Management
![Page 2: Internship with Professor Sameer Mathur](https://reader034.vdocuments.us/reader034/viewer/2022042819/55cea7f0bb61eb19138b45a3/html5/thumbnails/2.jpg)
Learning experience under Professor Sameer Mathur
![Page 3: Internship with Professor Sameer Mathur](https://reader034.vdocuments.us/reader034/viewer/2022042819/55cea7f0bb61eb19138b45a3/html5/thumbnails/3.jpg)
Module 1
![Page 4: Internship with Professor Sameer Mathur](https://reader034.vdocuments.us/reader034/viewer/2022042819/55cea7f0bb61eb19138b45a3/html5/thumbnails/4.jpg)
- How to excel in your presentations !
Jesse Desjardins
![Page 5: Internship with Professor Sameer Mathur](https://reader034.vdocuments.us/reader034/viewer/2022042819/55cea7f0bb61eb19138b45a3/html5/thumbnails/5.jpg)
![Page 6: Internship with Professor Sameer Mathur](https://reader034.vdocuments.us/reader034/viewer/2022042819/55cea7f0bb61eb19138b45a3/html5/thumbnails/6.jpg)
➲Prepare
➲Design
➲Deliver
![Page 7: Internship with Professor Sameer Mathur](https://reader034.vdocuments.us/reader034/viewer/2022042819/55cea7f0bb61eb19138b45a3/html5/thumbnails/7.jpg)
The Art and Science of StoryTelling
Why Storytelling Matters?
“The managers of the future will be storytellers.”
![Page 8: Internship with Professor Sameer Mathur](https://reader034.vdocuments.us/reader034/viewer/2022042819/55cea7f0bb61eb19138b45a3/html5/thumbnails/8.jpg)
![Page 9: Internship with Professor Sameer Mathur](https://reader034.vdocuments.us/reader034/viewer/2022042819/55cea7f0bb61eb19138b45a3/html5/thumbnails/9.jpg)
Speech analysis
![Page 10: Internship with Professor Sameer Mathur](https://reader034.vdocuments.us/reader034/viewer/2022042819/55cea7f0bb61eb19138b45a3/html5/thumbnails/10.jpg)
Analysis of TED talks
Amy Cuddy: Your body language shapes who you are
Julian Treasure: How to speak so that people want to listen?
![Page 11: Internship with Professor Sameer Mathur](https://reader034.vdocuments.us/reader034/viewer/2022042819/55cea7f0bb61eb19138b45a3/html5/thumbnails/11.jpg)
Module 2
![Page 12: Internship with Professor Sameer Mathur](https://reader034.vdocuments.us/reader034/viewer/2022042819/55cea7f0bb61eb19138b45a3/html5/thumbnails/12.jpg)
Marketing Management, authored by Philip Kotler- the bible of marketing
Overview of Marketing Management:
➥Concepts ➥Marketing Excellence cases
![Page 13: Internship with Professor Sameer Mathur](https://reader034.vdocuments.us/reader034/viewer/2022042819/55cea7f0bb61eb19138b45a3/html5/thumbnails/13.jpg)
Defining Marketing
for the 21st Century
![Page 14: Internship with Professor Sameer Mathur](https://reader034.vdocuments.us/reader034/viewer/2022042819/55cea7f0bb61eb19138b45a3/html5/thumbnails/14.jpg)
Developing Marketing
Strategy and Plan
Yahoo's "It's Y!ou" Campaign
![Page 15: Internship with Professor Sameer Mathur](https://reader034.vdocuments.us/reader034/viewer/2022042819/55cea7f0bb61eb19138b45a3/html5/thumbnails/15.jpg)
✔Scanning the marketing
environment
✔ Forecasting Demand
Marketing Research
![Page 16: Internship with Professor Sameer Mathur](https://reader034.vdocuments.us/reader034/viewer/2022042819/55cea7f0bb61eb19138b45a3/html5/thumbnails/16.jpg)
Customer Value
Customer Relationships
Analyzing consumer markets
Analyzing Business Markets
![Page 17: Internship with Professor Sameer Mathur](https://reader034.vdocuments.us/reader034/viewer/2022042819/55cea7f0bb61eb19138b45a3/html5/thumbnails/17.jpg)
Market Segmentation and Brand Positioning
![Page 18: Internship with Professor Sameer Mathur](https://reader034.vdocuments.us/reader034/viewer/2022042819/55cea7f0bb61eb19138b45a3/html5/thumbnails/18.jpg)
Brand Equity and
Product Strategy
Pricing
![Page 19: Internship with Professor Sameer Mathur](https://reader034.vdocuments.us/reader034/viewer/2022042819/55cea7f0bb61eb19138b45a3/html5/thumbnails/19.jpg)
Managing services- A shifting customer relationships
and Marketing Channels
![Page 20: Internship with Professor Sameer Mathur](https://reader034.vdocuments.us/reader034/viewer/2022042819/55cea7f0bb61eb19138b45a3/html5/thumbnails/20.jpg)
Managing Mass Communications
Global Markets
![Page 21: Internship with Professor Sameer Mathur](https://reader034.vdocuments.us/reader034/viewer/2022042819/55cea7f0bb61eb19138b45a3/html5/thumbnails/21.jpg)
Module 3& 4
![Page 22: Internship with Professor Sameer Mathur](https://reader034.vdocuments.us/reader034/viewer/2022042819/55cea7f0bb61eb19138b45a3/html5/thumbnails/22.jpg)
Case Analysis - What is a case?
➜Active Reading➜Making Information
![Page 23: Internship with Professor Sameer Mathur](https://reader034.vdocuments.us/reader034/viewer/2022042819/55cea7f0bb61eb19138b45a3/html5/thumbnails/23.jpg)
1. Situation
2. Questions
3. Hypothesis
5. Alternatives
4. Proof and action
![Page 24: Internship with Professor Sameer Mathur](https://reader034.vdocuments.us/reader034/viewer/2022042819/55cea7f0bb61eb19138b45a3/html5/thumbnails/24.jpg)
CASE 1
Maximizing Revenues in the Minor Leagues
![Page 25: Internship with Professor Sameer Mathur](https://reader034.vdocuments.us/reader034/viewer/2022042819/55cea7f0bb61eb19138b45a3/html5/thumbnails/25.jpg)
CASE 2Buying a Legend (A)
![Page 26: Internship with Professor Sameer Mathur](https://reader034.vdocuments.us/reader034/viewer/2022042819/55cea7f0bb61eb19138b45a3/html5/thumbnails/26.jpg)
CASE 3Bringing the Brand to Light
![Page 27: Internship with Professor Sameer Mathur](https://reader034.vdocuments.us/reader034/viewer/2022042819/55cea7f0bb61eb19138b45a3/html5/thumbnails/27.jpg)
HBR Article Analysis
Branding in the Digital Age: You’re Spending Your Money in All the Wrong Places
![Page 28: Internship with Professor Sameer Mathur](https://reader034.vdocuments.us/reader034/viewer/2022042819/55cea7f0bb61eb19138b45a3/html5/thumbnails/28.jpg)
Old Days: The Funnel Metaphor
![Page 29: Internship with Professor Sameer Mathur](https://reader034.vdocuments.us/reader034/viewer/2022042819/55cea7f0bb61eb19138b45a3/html5/thumbnails/29.jpg)
Now: The Consumer Decision Journey
After purchase- enter into an open-ended relationship with the brand
Touchpoints-
stages of CDJ
![Page 30: Internship with Professor Sameer Mathur](https://reader034.vdocuments.us/reader034/viewer/2022042819/55cea7f0bb61eb19138b45a3/html5/thumbnails/30.jpg)
1. Consider
Top-of-mind consideration set
70% to 90% of spend
goes to advertising
and retail promotions
![Page 31: Internship with Professor Sameer Mathur](https://reader034.vdocuments.us/reader034/viewer/2022042819/55cea7f0bb61eb19138b45a3/html5/thumbnails/31.jpg)
2. Evaluate
➜Reviewers➜Retailers➜Peers
most influential
![Page 32: Internship with Professor Sameer Mathur](https://reader034.vdocuments.us/reader034/viewer/2022042819/55cea7f0bb61eb19138b45a3/html5/thumbnails/32.jpg)
3.Buy
➥placement➥packaging ➥availability➥pricing➥sales interactions
![Page 33: Internship with Professor Sameer Mathur](https://reader034.vdocuments.us/reader034/viewer/2022042819/55cea7f0bb61eb19138b45a3/html5/thumbnails/33.jpg)
most powerful
impetus to buy is
someone else’s
advocacy- create buzz!
4.Enjoy, advocate, bond
![Page 34: Internship with Professor Sameer Mathur](https://reader034.vdocuments.us/reader034/viewer/2022042819/55cea7f0bb61eb19138b45a3/html5/thumbnails/34.jpg)
Working Media Spend
![Page 35: Internship with Professor Sameer Mathur](https://reader034.vdocuments.us/reader034/viewer/2022042819/55cea7f0bb61eb19138b45a3/html5/thumbnails/35.jpg)
Customer Experience Plan
Interactions
with the brand
![Page 36: Internship with Professor Sameer Mathur](https://reader034.vdocuments.us/reader034/viewer/2022042819/55cea7f0bb61eb19138b45a3/html5/thumbnails/36.jpg)
Manage content to
develop a clearer
sense of the brand
![Page 37: Internship with Professor Sameer Mathur](https://reader034.vdocuments.us/reader034/viewer/2022042819/55cea7f0bb61eb19138b45a3/html5/thumbnails/37.jpg)
More than ever, marketing data should be under marketing’s control
The CIO lays out options for executing strategy and receives direction and funding
Articulates the strategy
![Page 38: Internship with Professor Sameer Mathur](https://reader034.vdocuments.us/reader034/viewer/2022042819/55cea7f0bb61eb19138b45a3/html5/thumbnails/38.jpg)
Thank You!
![Page 39: Internship with Professor Sameer Mathur](https://reader034.vdocuments.us/reader034/viewer/2022042819/55cea7f0bb61eb19138b45a3/html5/thumbnails/39.jpg)
1. https://philpresents.wordpress.com/2011/12/09/beyond-10-20-30/2. http://www.brandautopsy.com/images/old/6a00d8341bf89d53ef0133f4e5e8ad970b-
pi.jpg3. http://www.impact-information.com/impactinfo/newsletter/plwork51.htm4. http://www.duarte.com/5. http://www.southasianparent.com/discover/raising-digital-natives/6. http://theinspirationroom.com/daily/2009/yahoo-all-about-you/7. http://www.coca-colacompany.com/history/we-needed-a-big-idea-the-extraordinary-
story-of-how-diet-coke-came-to-be8. http://cargocollective.com/martintorres/Springfield-Nor-Easters9. http://www.rewaonline.in/city-guide/mobile-shops-in-rewa10. https://www.titan-seo.com/newsarticles/trifecta.html
REFERENCES
![Page 40: Internship with Professor Sameer Mathur](https://reader034.vdocuments.us/reader034/viewer/2022042819/55cea7f0bb61eb19138b45a3/html5/thumbnails/40.jpg)
Created by: Deepthi Meduri, BITS Pilani, Hyderabad
during an internship by Prof. Sameer Mathur, IIM Lucknow.
www.IIMInternship.com