Week 1-Tutorial (in-Class PP)

Tutorial Activities Overview

• Nature of Activities:

  • Application- and discussion-based learning.

  • Assumes prior understanding of key lecture concepts.

• Expectations of Students:

  • Students who have not engaged with lecture materials may struggle to meaningfully contribute in group activities.

• Required Tutorial Activities:

  • Complete tutorial activities provided in each module, which include:

  • Image hotspot tasks

  • Simulated case studies

  • Crosswords

  • Fill-in-the-blank exercises

  • Purpose of Activities:

  • Designed to reinforce key concepts and enhance understanding of lecture topics.

What You Need to Do?

Marketing and Market Dynamics

• Key Objectives:

  • Apply key lecture concepts.

  • Focus on value creation and customer-centric marketing.

  • Understand the impact of technology on marketing.

  • Differentiate between products and services.

  • Participate in group-based discussions and applications.

Key Lecture Topics (1)

1. Foundations of Marketing

2. Needs, Wants, and Demand

3. Products vs. Services

4. 4Ps and 7Ps Marketing Mix

5. Application of Marketing Mix in Businesses

• Recommendations:

  • Review the lecture topics.

  • Engage with the tutor to clarify key concepts through discussion.

Key Lecture Topics (2)

1. Customer-Centric Marketing

2. Perceived Value and Experience

3. Satisfaction, Loyalty, and Customer Lifetime Value (CLV)

4. Digital Marketing and MarTech

5. Holistic Marketing, Ethics, and Sustainability

• Recommendations:

  • Review the lecture topics.

  • Engage with the tutor to clarify key concepts through discussion.

Tutorial Focus Areas

• Concepts to Focus On:

  • Needs, Wants, Demand

  • Products vs. Services

  • 4Ps vs. 7Ps Marketing Mix

  • Perceived Value

  • Customer Value and Loyalty

  • Digital and Holistic Marketing

Group Activity 1: Market Foundations

Activity Details

• Topic:

  • Market Foundations including:

  • Needs, Wants, Demand

  • Products vs. Services

  • 4Ps vs. 7Ps

  • Customer Value and Loyalty

  • Digital and Holistic Marketing

• Activity Type:

  • Concept application and discussion.

• Group Size:

  • 4-5 students.

• Time:

  • 30 minutes.

Task Instructions for Activity 1

• Each group must:

  • Select one fast-moving consumer offering (e.g., food, transport, streaming).

  • Identify:

  • The core customer need being addressed.

  • The want shaped by branding or lifestyle.

  • How this translates into market demand.

  • Whether the company consistently tries to increase demand.

  • Decide whether the offering is primarily a product, service, or hybrid.

Guiding Questions for Discussion

• How does marketing shape wants without creating needs?

• Why might increased demand not always be good?

• Is demand volatile or involatile, and why?

• How do service characteristics affect customer expectations and demand?

Group Activity 2: Designing Value through Holistic Marketing

Activity Details

• Focus Areas:

  • 7Ps

  • Customer Value

  • Digital Marketing

  • MarTech

  • Holistic Marketing

• Activity Type:

  • Concept application and discussion.

• Group Size:

  • 4-5 students.

• Time:

  • 30 minutes.

Task Instructions for Activity 2

• Your group has been hired as a marketing consulting team for a well-known service-based brand experiencing:

  • Declining customer loyalty

  • Inconsistent customer experience across channels

  • Increasing competition from digitally agile firms

• Objective:

  • Redesign the brand’s marketing approach using holistic marketing principles supported by digital technology.

7Ps Reconfiguration Challenge

Activity Details

• Objective:

  • Each group must select one service-based brand.

• Task:

  • Identify two Ps from the 7Ps that are currently underperforming.

  • Propose specific improvements for those Ps.

  • At least one P must be either People, Process, or Physical Evidence to reinforce service logic.

Customer Value & Experience

Activity Details

• Requirements:

  • Groups must briefly define the current customer experience.

  • Redesign the experience to increase perceived value (i.e., increase benefits or decrease costs).

• Aspects to Explicitly Address:

  • Functional Value (e.g., convenience, speed)

  • Emotional Value (e.g., trust, enjoyment)

  • Psychological Cost (e.g., effort, uncertainty)

Technology as the Enabler

Group Task

• Groups identify:

  • One digital capability that enables their redesigned strategy (e.g., CRM, mobile app, analytics, automation).

• Explanation Required:

  • How technology supports integration across:

  • Customer touchpoints

  • Internal teams

  • Ethical or societal considerations.

Holistic Marketing

Group Task

• Each group must answer:

  • How does your solution reflect:

  • Relationship marketing?

  • Integrated marketing?

  • Internal marketing?

  • Societal / ethical marketing?

  • Identify at least two dimensions explicitly.

  • Which P was the most difficult to redesign, and why?

Wrap-Up and Key Takeaways

• Key Messages:

  • Marketing creates value.

  • Customers are central to marketing strategies.

  • Technology enables holistic marketing practices.

  • Importance of ethics and sustainability in marketing strategies.