era more

1
TRAIN FOR FUTURE MALTA, 21-24 April 2008
MODULEPROMOTION AND MARKETING
Assoc.prof. Todorka Kostadinova,
Ph.D. dora_kostadinova_at_yahoo.com
2
EURAXESS Training Modul Promotion and Marketing
Goals and Methods

• Main goals of the module
• To improve our knowledge in the field of
  promotion and marketing
• To promote the new image, logo and policy of
  Euraxess
• 3. To empower the people from the Euraxess
  network with contemporary marketing tools for
  achieving higher quality
• and efficiency in their activities.

3
EURAXESS Training Modul Promotion and Marketing
Methods, tools and results

• Expected results at the end of the module
• 1. Better understanding and preparation for
  promoting the Euraxess network, as well as for
  improving the image of the network
• 2. Acquired knew knowledge and ability to use 5
  new marketing tools
• 3. Developed 2 marketing products
• - a Marketing Plan for the centers where
  the participants work
• - an Integrated Marketing Communication
  Strategy
• 4. Improved skills for team working.
• 5. Achieved higher level of self-confidence and
  satisfaction.

4
EURAXESS Training Modul Promotion and Marketing
Content of the presentation
Main methods Marketing management Transformationa
l marketing Interactive lecturing Coaching Trainin
g for adults Our leading principles From Talk
to Action Enjoy what are you doing and you do
it well
5
EUREAXESS Training Modul Promotion and
Marketing
Content of the presentation
Tools 1. Marketing Plan 2. Getting on the
balcony 3. Sun game Segmentation 4.
Marketing Mix tool 5. CRM Customer
Relationship Marketing
6
EUREAXESS Training Modul Promotion and
Marketing
Expected products

• Products
• 1. Marketing Plan for the centers where the
  participants work
• 2. Integrated Marketing Communication
  Strategy

7
EURAXESS Training Modul Promotion and Marketing
Content and rules

• Presentation
• Short discussion about schedule of the day
• Rules and consensus
• Definitions and basic terms in promotion and
  marketing
• Main differences between trade marketing and
  social marketing
• Marketing strategies and opportunities for the
  research Centers and Euraxess network
• Marketing Plan as a main tool

8
EURAXESS TRAINING MALTA, 21-24 April 2008
Main topics

• Clients and stakeholders/interested groups
• matrix and
• positioning (Blair and Fottler Matrix)
• How to communicate with clients and partners
• How to measure performance
• Communication strategies Moving from the
• information society" of 20- century to the new
  
• knowledge society" of 21-st century
• Tools and approaches within EURAXESS network

9
EURAXESS TRAINING MALTA, 21-24 April 2008
1-st day agenda

• Results and discussion
• Collective conclusions
• Lessons learned
• Brain Container
• Evaluation of the day

10
EURAXESS TRAINING MALTA, 21-24 April 2008
1-st day agenda

• More than 3000 definitions
• Macro marketing, Meso marketing, Micro marketing
• Political marketing
• Social Marketing
• Trade marketing
• The core marketing concept includes optimization
  of exchange relationships with the markets where
  the focus is on the customer (different customers
  and clients for different markets) and the the
  desired result is their satisfaction.

11
Pro and Con

• Marketing is not only advertising and is not the
  equivalent of PR

• Marketing includes a broad field of activities
  connected with planning, facilitating and
  conduction of volunt?ry exchange of products,
  ideas, services and information.

12
EURAXESS TRAINING MALTA, 21-24 April 2008
1-st day agenda

• Marketing includes also decisions
• - What kind of products to offer (product
  policy)
• To Whom and How to offer the services
  (markets, choice and
• positioning)
• How to assure access to the services and
  information about them

13
Marketing Management approach
Organization
Market
Management
Marketing
14
EURAXESS TRAINING MALTA, 21-24 April 2008
1-st day agenda

• Marketing strategies
• - Product strategy
• - Production strategy
• - Trade strategy
• - Marketing strategy
• - Social marketing strategy to promote new
  behavior, to sale attitude,

15
Communication mix
16
Communication program

• Main elements
• Developing a message what kind of message and
  how to provide it ,
• Choosing the channels and tools where, how and
  from whom to be send, to which target groups.

17
Marketing communication system( Kotler,
Armstrong, 2006)
18
Direct communication

• Personal meetings,
• Presentations,
• Working meetings and workshops,
• Seminars,
• Courses,
• Telephone calls,
• Internet contacts.

19
Advertising

• Personal and non personal (with sponsors).
• Working with media
• News papers
• Direct post
• Radio
• TV
• External advertising
• Internet

20
Marketing plan
21
(No Transcript)
22
Communication
23
Consensus