Course: OER: 802 Introduction to Marketing

Topic outline

General

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- Introduction to Marketing
- Moodle1.9 Back Up File
- 801 Back up file
Topic 1
- Welcome and overview
- Welcome to the Introduction to Marketing Course, NZIM paper 802!
  
  Marketing means "identifying and satisfying consumer needs". It is key to any successful business. The best way to learn marketing is by listening to and reading the stories of businesses. This course is full of stories, which we will use to think hard about what works and what doesn’t work when marketing a business. We hope you will enjoy and be inspired by this course.
- News forum
- What will you learn in this course? File
- How will you learn in this course? File
- How will you be assessed? File
- What do you need to get started? File
- Meet your tutor. File
- Note to tutor: Personalise your own welcome message for the students and give your contact details.
- There are team forums for every task, but you may have a question, a concern, or something to share that is not related to any of them. If it is confidential, you are most welcome to contact us directly, but it would be great if you could share anything else with the whole group – they may have similar questions or concerns. Use this forum to do this.
- With a little help from your friends. Forum
Topic 2
- Are you ready?
- Before we dive into the course, we need to ‘meet’ each other. We will be doing some work in teams because that’s how marketing works in the real world. Please start by introducing yourself.
- Who's who? Forum
- Now that we know more about each other, we’ll get together and have some fun. This icebreaker will also help us get used to online discussion forums. Enjoy!
- Where in the world? File
- Note to the tutor: you should set up a ‘Where in the world?’ forum for each small group and insert a web page or text document that assigns students to groups. Give each group an inspiring name.
- Group [A]: Where in the world? Forum
- When we communicate online we should be aware that we might be misunderstood. This is because there is no body language to support what we say.
  
  It’s important that we get this right, because a lot of business is now done online as well. It could make or break one of your future deals!
  Online learning in groups gives you a chance to practice these skills. These guidelines may help you to be a better communicator online.
- How do we ‘talk’ online? File
Topic 3
- Turn around Lisa and Patrick's
  run-down fitness centre
- Lisa and Patrick took over a fitness centre but things are not going very well. They need to turn their business around if it is going to survive. Maybe one day they'll run the hugely successful Shape 'n' Tone Fitness, just like in their dreams...
  
  As we try to help them, we will learn heaps about:
  
  basic marketing concepts
  
  the marketing environment
  
  marketing goals
  
  marketing research.
- The story of Shape 'n' Tone Fitness: part one File
- Lisa knows that she can get help from the local Business Club, where she has met people with lots of business experience. While Patrick goes back to the fitness centre, Lisa decides she wants to spend some time with her new network in the Business Club.
  
  Click on these links to enter the business club and get together with each of the mentors. They have a lot of experience and knowledge to share!
- Business Club: basic marketing concepts File
- Business Club: the marketing environment File
- Business Club: marketing goals File
- Business Club: marketing research File
- Lisa has learned heaps from Brent, Lynn, Tane, and Sharon. She returns to the fitness centre excited and full of ideas on how to make Shape ‘n’ Tone Fitness work. Lisa and Patrick spend a couple of very late evenings working out their marketing plan to take to the bank manager, Phil.
  
  Let’s help them with their plan. Read here what you need to do and how you will work in groups to come up with a plan.
- Helping Lisa and Patrick: your task File
- We gathered some more information about Shape ’n’ Tone, which should be very useful in completing your task.
- More information about Shape'n'Tone File
- Join your team now to complete the group task:
- [Group name]: Helping Lisa and Patrick Forum
- Note to tutor: insert a forum for each group and write the name of the group in the forum title.
  Make sure you hide the following label and text resource until the group work is finished and you have given feedback to each group.
- Do you want to know what really happened? This is the story of how Shape ‘n’ Tone Fitness became a household name.
- The story of Shape'n'Tone: part two File
- Did you learn a lot from your mentors and the group work? Before you continue, take some time to test your knowledge about the basic marketing concepts. Good luck!
- Testing your knowledge: marketing concept quiz
Topic 4
- Give Ines's winery a boost
- Ines has inherited the old winery established by her grandfather. Although things are running smoothly at Nuhaka Hill Vineyard, Ines has big plans for the future. She wants to improve the presentation and range of product, re-think the pricing, and do an overall revamp of the vineyard's marketing.
  
  On our learning journey as we try to help her, we will have a closer look at the four Ps of marketing: product, price, place, and promotion.
- The story of Nuhaka Hill Vineyard: part one File
- As Ines is a member of the local Business Club, she has decided to visit and ask for the help of some of the mentors. Let's join her.
- Business Club: Price File
- Business Club: Product File
- Business Club: Promotion File
- Business Club: Place File
- Ines is now much wiser and realises that her course in the art of winemaking was just a start in her learning process. To give her winery a boost, she needs to do some really hard thinking and learning. She decides to write a marketing plan to make sure she considers the four Ps carefully.
  
  Let's help her with her marketing plan. Read your group task here and join your groups to do some brainstorming.
- Helping Ines: your task File
- We gathered some more information about Nuhaka Hill Vineyard, which should be very useful in completing your task.
- More information about Nuhaka Hill Vineyard. File
- Join your team now to complete the group task:
- [Group name]: helping Ines Forum
- Note to tutor: insert a forum for each group and write the name of the group in the forum title.
  Make sure you hide the following label and text resource until the group work is finished and you have given feedback to each group.
- Do you want to know what really happened? This is the story of how Nuhaka Hill Vineyard became a favourite for many wine lovers.
- The story of Nuhaka Hill Vineyard: part two. File
- Did you learn a lot from your mentors and the group work? Before you continue, take some time to test your knowledge about the four Ps. Good luck!
- Testing your knowledge: 4Ps quiz
Topic 5
- Get Chen's online art auction company
  off the ground
- Chen Lo is a painter of fine landscapes in the Northland area. He is keen to sell a lot more of his work. He hopes to develop his art business and income to the fullest. Chen has found a lot of support from fellow artists in his area and one of them, Natalie, suggests that they might like to open a collective art store.
  
  As they are so far away from their potential customers, they decide to develop a web-based company. Natalie's friend Chris, who has just finished a computer programmer’s course, joins them. Artspace is born.
- The story of Artspace: part one File
- The Artspace founders realise that together they don't have enough skills and knowledge to make the company a success. They have a steep learning curve ahead of them. Chen decides to join the local Business Club and finds a couple of really helpful mentors.
- Business Club: the services marketing mix – the three additional Ps File
- Business Club: marketing on the web File
- This completes our picture of what marketing is about.
  Deciding on a marketing strategy and a marketing plan for a new company is very challenging. Let’s help Chen and his colleagues out.
- Helping Natalie, Chris, and Chen: your task. File
- We gathered some more information about Artspace, which should be very useful in completing your task.
- More information about Artspace. File
- Join your team now to complete the group task:
- Group [name]: Helping Natalie, Chris, and Chen Forum
- Note to tutor: insert a forum for each group and write the name of the group in the forum title.
  Make sure you hide the following label and text resource until the group work is finished and you have given feedback to each group.
- Do you want to know what really happened? Read the story of how Artspace inspired artists and art lovers around the world.
- The story of Artspace: part two. File
- Have you learned a lot from your mentors and the group work? Before you continue, take some time to test your knowledge about the three additional Ps and marketing on the web. Good luck!
- Testing your knowledge: 3 Ps quiz
- Testing your knowledge: Marketing on the Web Quiz
Topic 6
- Developing and implementing
  a marketing plan
- You can develop a marketing plan in a number of ways, but all marketing plans have some things in common. It may be useful to use this template when you write your marketing plan.
- Marketing plan template. File
- You may want to have a look at these examples of marketing plans before you write your own.
- Example of a marketing plan: Fancy Flowers Florist. File
- Example of a marketing plan: Classy Glass Company. File
- Example of a marketing plan: Glass to Go. File
- Once your marketing plan is written, you need to have a clear strategy on how to make it happen. This is what we call implementation. You should add an implementation plan to your marketing plan.
- You may find some of the terms confusing. Together with your class mates, build up this glossary for easy reference.
- Marketing terms glossary.
Topic 7
- Getting help for your own business
- There are a lot people who can help you with your business. Many of their services are free. Just like Lisa, Ines, and Chen, you can join your local business club and be helped by business mentors. Check out these websites and other information sources to get the support you need.
- ‘Where to get help’ websites. Page
- Recommended magazines. Page
- Recommended books. Page
- Congratulations! You have now completed this course.

Topic outline

General

Introduction to Marketing

Topic 1

Welcome and overview

Topic 2

Are you ready?

Topic 3

Turn around Lisa and Patrick's run-down fitness centre

Topic 4

Give Ines's winery a boost

Topic 5

Get Chen's online art auction company off the ground

Topic 6

Developing and implementing a marketing plan

Topic 7

Getting help for your own business

Turn around Lisa and Patrick's
run-down fitness centre

Get Chen's online art auction company
off the ground

Developing and implementing
a marketing plan