Lecture 1

Introduction to Marketing

  • Course: IT603100 – Digital Marketing Lecture 01

  • Instructor: Sanduni Thrimahavithana

  • Qualifications: BSc (Hons) in IS, MPhil in Computing (Reading), MCS (SL)

Course Structure

  • Credits: 03

  • Assessments: 40%

  • Final Paper: 60%

Topics Covered

  • Introduction to Digital Marketing

  • Digital Marketing Strategy and Planning

  • Target Markets

  • Search Engine Optimization (SEO)

  • Search Engine Marketing (SEM)

  • Digital Display Advertising

  • Email Marketing

  • Social Media Marketing

  • Mobile Marketing

  • Web Analytics

  • Trust, Privacy, Ethics, and E-business Issues

  • Personalization and Marketplace Creation

What is Marketing?

  • Vision, Public Pricing, Relations, Marketing Strategies, Advertising, Social Media, Branding

Recognized Marketing Examples

  • Importance of taking risks and adapting to change

  • Examples of Blockbuster and Nokia failures

Definitions of Marketing

  • "The science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit." - Dr. Philip Kotler

  • "Marketing is the management process responsible for identifying, anticipating, and satisfying customer requirements profitably." - CIM UK

  • Simply, marketing is identifying and meeting human and social needs through activities like research and advertising.

The 4 Ps of Marketing

  • Products: The goods or services offered

  • Price: The amount charged for product acquisition

  • Place: Distribution channels used to deliver the product

  • Promotion: Activities and strategies to raise awareness and persuade customers

The 4 Cs of Marketing

  • Consumer: Focus on consumer needs

  • Cost: Considerations of customer expense

  • Convenience: Ease of buying

  • Communication: Engaging the customer

Goals of Marketing

  • Attract new customers by promising superior value

  • Grow loyal customer base through higher satisfaction

  • Steve Jobs' quote on innovation and customer needs

Demand, Need, Want, and Desire

  • Need: Internal stimuli (essential)

  • Want: Specific solution for needs

  • Desire: Craving for products with ability to buy

  • Demand: Willingness and financial capacity to fulfill wants

Why Marketing Concepts?

  • Delight customers and reduce gaps between customers and makers

  • Increase competition and adapt to changes

Selling vs. Marketing

  • Selling: Emphasizes product and sales

  • Marketing: Emphasizes consumer satisfaction and needs

Push Strategy vs. Pull Strategy

  • Push Strategy: Products taken to customers

  • Pull Strategy: Customers attracted to the product

Basic Terms of Marketing

  • Market: A place where buyers and sellers interact

  • Marketer: Organizes and carries out marketing activities

  • Seller: Directly exchanges goods/services for money

Consumer vs. Customer Example

  • Customer: Company subscribes to software

  • Consumer: Employees using the software

Evolution of Marketing Concepts

  • Production Concept: Focus on efficiency and mass production

  • Product Concept: Focus on quality and performance

  • Selling Concept: Push aggressive sales

  • Marketing Concept: Research customer needs and satisfaction

  • Societal Concept: Consider societal welfare

  • Holistic Marketing Concept: Integrates all aspects of marketing

Components of Holistic Marketing Concept

  • Relationship Marketing: Maintain customer/supplier relationships

  • Internal Marketing: Treat employees as internal customers

  • Integrated Marketing: Seamless consumer experience

  • Performance Marketing: Pay-per-results partnerships

Questions for Further Exploration

  • Examples of the four components of holistic marketing

  • Contact: ssthrima@gmail.com