WRITING A PROPOSAL
My main focus of proposal writing here is in relation to Marketing Research and Information.
My assumption is that at this stage, you have once or more times presented a proposal, or being a recipient to one at a particular time(multiple acceptance may lead to emotional imbalance-lol)
I will stick to my assumption. Except that the mode of delivery was verbal rather than written. It is usually easier to speak but when it comes to writing, a number of students do not know where to start.
2. Start with the introduction where you will explain what the reader must expect in your paper/presentation.
2. Proceed with a background. What is it that made you write the proposal? It could be that you are doing so in response to a brief. For the exam, you will usually be given a brief which as the name suggests, is brief.
3. Set your objectives. Clearly specify what it is that you would to achieve when and after the implementation of your proposal. The good thing about this part is that all that could be doing is reflecting what the objectives as were given in the brief.
Always remember that the objectives must be SMART.
I have noticed that some students include a set of questions to ask in achieving informational objectives. There is really nothing wrong with that. You may then however need to change the heading from Objectives to something like Objectives and Respective Questions.
4. Now that you have the objectives and questions to be asked to achieve the predefined goals, identify from whom answers will come. Yes, it is at this stage that you do your sampling.
Avoid sounding too academic my beginning to explain what sampling is and the different methods available. Notice that i did not say do not do it but rather that you must sound professional and talk about how you will select your sample and how. Explain how you will reduce the risk of errors there are always inadequacies when sampling.
5. specify data collection methods. It is important for students to here note that a justification for a data collection method must be given for each. It is therefore not just a matter of stating that questionnaires will be used.
It is here that any other matter related to data collection methods be addressed. Examples include administration of questionnaires and moderation of focus groups.
6. Budget. Your proposal must show how much you intend to spend and on what. Usually, in an brief, a block figure may be given. It is then your responsibility to show how you will spend the money.
7. Schedule. Draw a Gantt chart showing what activity will be conducted when. Since work is now submitted typed, this should then not be difficult to design. However, it more than just design...
8.
9.
10.
No, i am not crazy. I have left 8-10 blank so that you can fill them up yourself.
What points do you have in mind? Share them here.
Join my blog. Contact me if you have any special needs relating to proposal writing.
If you would like a free assessment on your ability to write a proposal, email saboi@marketinginzambia.com. I will send you more details. Or if you wish, you may call/sms +260966930260.
All the best!
Tuesday, November 10, 2009
Analysing a Case
It is common on and before the exam to be given a case. It is from such that questions will be asked.
Cases are a way of presenting to the student real life kind of situations in which application of their marketing and
business skills are tested. These real world kind of situations can originate from any enterprise development of indeed
company activity.
It is important for students to appreciate that the theories that they learn such as those of segmentation, positioning and
branding need to be translated into practice if they have to be meaningful at all. For a number of assignments i give, i
give cases with the objective of testing the student on a number of areas such as
- analysis skills
- problem solving
- presentation
- general marketing theories and subsequent application
It is no different on the final exam. Now, how then does one analyse a case. Here are a few tips.
1. Internal Factors.
-what is the name of the organisation?
-what is the size or how big is the organisation?
-is it service or production oriented?
-what is the vision and mission of the organisation?
-what is the hierachy structure?
-for how long has it been in business?
-what products does the organisation offer?
-what are the organisational profits?
-ht pricing strategy has the company adopted?
-what promotional tools does the company use and why?
ou will usually be given a brief
You need to have an understanding on the above.
2. External Variables
Micro
-who does the organisation work with, who are the stakeholders?
-what are the interests/concerns of the respective stakeholders?
-what role do the respective stakeholders play in the success of the organisation?
-what factors affect the demand and supply of what the organisation has to offer?
-who are your competitors and what variables about them are of interest and importance to your organisation?
-who are ts customers and what variables affect them individually or collectively?
Macro
-what are the prevailing economic variable? Examples of these include inflation levels, GDP and exchange rates.
-what are the does and donts of the society you operate or intend to do business in?
-politically, is the environment stable and friendly to foreigners, for example.
-what technological tools/equipment are need for operations and what are the variable factors relating to them?
-what are the laws relating to the business you are in and is there any body mandated to look into such issues?
-ecologicially, where applicable to your organization, what are the main issues needing consideration?
-what specific demographic variables should you pay attention to?
That is about it. There are a number of other questions that may need answers but that may then vary from one organisation to another.
It is important to note that there can be a lot of irrelevant information given in a case. With that in mind, you then need to identify
key success factors and relevant information to help plan and execute your program.
Please do feel free to contact(email saboi@marketinginzambia.com or call/sms +260966930260) me if you need assistance with a case. One point i should however mention is the fact that you are likely to face problems with analysis if you do not have adequate knowledge on the principles and theories if the respective subject.
Assisting with a case does not mean analyzing it for you. Instead, it means thinking through the information with you and guiding on what needs to be done.
At the end of it all, you make the decisions of what to include and what to omit.
We will soon begin to analyze December exam cases. To be a part of this, join my blog and actively participate. We will then meet with a number of other students to compare notes and further enlighten each other.
All the best!
Cases are a way of presenting to the student real life kind of situations in which application of their marketing and
business skills are tested. These real world kind of situations can originate from any enterprise development of indeed
company activity.
It is important for students to appreciate that the theories that they learn such as those of segmentation, positioning and
branding need to be translated into practice if they have to be meaningful at all. For a number of assignments i give, i
give cases with the objective of testing the student on a number of areas such as
- analysis skills
- problem solving
- presentation
- general marketing theories and subsequent application
It is no different on the final exam. Now, how then does one analyse a case. Here are a few tips.
1. Internal Factors.
-what is the name of the organisation?
-what is the size or how big is the organisation?
-is it service or production oriented?
-what is the vision and mission of the organisation?
-what is the hierachy structure?
-for how long has it been in business?
-what products does the organisation offer?
-what are the organisational profits?
-ht pricing strategy has the company adopted?
-what promotional tools does the company use and why?
ou will usually be given a brief
You need to have an understanding on the above.
2. External Variables
Micro
-who does the organisation work with, who are the stakeholders?
-what are the interests/concerns of the respective stakeholders?
-what role do the respective stakeholders play in the success of the organisation?
-what factors affect the demand and supply of what the organisation has to offer?
-who are your competitors and what variables about them are of interest and importance to your organisation?
-who are ts customers and what variables affect them individually or collectively?
Macro
-what are the prevailing economic variable? Examples of these include inflation levels, GDP and exchange rates.
-what are the does and donts of the society you operate or intend to do business in?
-politically, is the environment stable and friendly to foreigners, for example.
-what technological tools/equipment are need for operations and what are the variable factors relating to them?
-what are the laws relating to the business you are in and is there any body mandated to look into such issues?
-ecologicially, where applicable to your organization, what are the main issues needing consideration?
-what specific demographic variables should you pay attention to?
That is about it. There are a number of other questions that may need answers but that may then vary from one organisation to another.
It is important to note that there can be a lot of irrelevant information given in a case. With that in mind, you then need to identify
key success factors and relevant information to help plan and execute your program.
Please do feel free to contact(email saboi@marketinginzambia.com or call/sms +260966930260) me if you need assistance with a case. One point i should however mention is the fact that you are likely to face problems with analysis if you do not have adequate knowledge on the principles and theories if the respective subject.
Assisting with a case does not mean analyzing it for you. Instead, it means thinking through the information with you and guiding on what needs to be done.
At the end of it all, you make the decisions of what to include and what to omit.
We will soon begin to analyze December exam cases. To be a part of this, join my blog and actively participate. We will then meet with a number of other students to compare notes and further enlighten each other.
All the best!
Wednesday, November 4, 2009
Service Encounter
What service encounter is, and its importance was examined in the June 2009 exam of the subject planning and control of the chartered institute of marketing professional diploma study program. Having discussed it with some of my clients, I will here address that topic.
What is service encounter?
There are two words here, service and encounter. When asked to explained phrases, it does help to break one down by its different words. Let us proceed.
Service. This is a product. Examples of services include study tuition and consultancy.
Encounter. An encounter is an experience resulting from an interface. The interface here is with a service. A service encounter therefore is
...an interface and experience that a customer has of a service...
There you have it. That is what service encounters means.
A service encounter can be positive or it can be negative. This means that a customer, prospective or actual, can have either a negative or positive experience with a service. Marketers must always work at ensuring that customers have a delightful experience with services. There must be adequate investment of financial, physical and human resources into the extended marketing mix. When talking about services, people, physical evidence and processes are important variables to consider when talking services.
PEOPLE
A customer will not be happy to be attended by a services representative who does not have adequate knowledge of what the company has to offer and on the interested product in particular. If this takes happens it will result in negative service encounter. Agents and representatives must know their services well to be able to advice a client accordingly. In fact, it is also important to know about key competitor products.
From agents and services support staff, a customer will also expect attention, patience, kindness and courtesy. Marketers and indeed front-liners must always put a smile and maintain calmness even when doing so makes one looks foolish. There are difficult customers who openly express their dissatisfaction loud. Let them speak and assist them where you can. When they feel that they have been helped and received the attention they needed, it can be said that the service encounter has been positive.
There is another important point to include under this sub-heading of People. Staff members must be uniformed. In case that came out too blunt, what I am trying to say is that there is way in which it must be easy for customers to identify who is a customer support staff and who is not. At Shoprite, they all put on company branded shirts and tops. At other organisations such as Multichoice, they place name tags on their shirts/tops. There must be a way in which staff members and indeed front-liners are easily identified.
PROCESSES
A process is simply a combination of related steps or stages to achieving a predefined objective. In this case, these are stages in accessing and providing the service. Easy access is important to customers and must also be to marketers. Customers must always be thought to be busy people, each preoccupied with their own business and therefore their time must not be wasted. So, the process must be easy, making the product accessible. Convenience is an important point to add. Accessing the service must be something that a customer must be able to do without unnecessary huddles. Lines must be reduced. Technology must be integrated and used to make the life of the customer easy and ensure that the encounter they have with your service is positive.
Today, processes have been greatly affected by technology. A number of organisations now exist that will make at your disposal products that will enable your create better services to customers. Even just delivery can make a service more supreme to those of competitors. Talking of technology, take the Internet for example. Customers of banks such as ZANACO and Stanbic can access their account records online and transfer money into other accounts straight from the Internet. This is good because the customer does not have to worry about getting to the bank before it closes up at 15:30hrs. They can bank at any time and indeed, almost anywhere as long as they have an Internet connection.
PHYSICAL EVIDENCE
Imagine you walk into a club like ZENON and you find in there a choir sing the hymn Amazing Grace. I do not know what your immediate thoughts will be, but one thing for sure is that the presence of the choir and the song being sung are very inappropriate. One would ask what has happened to the churches...
Physical evidence encompasses not just what you can see that attests that a particular service is offered in a specific place, but also that which you cannot see. It matters how the desks and tills are arranged. The arrangement in a restaurant is different from that for a classroom. And the walls, yes, even them, it matters what is placed on them. In banks, you expect to see an electronic exchange rates board. And at a hospital, posters of health tips on what, what not to do and what to use.
If you were blind folded and without being told you are lead into a cold storage, would you know where you are? Maybe, maybe not, but one thing for sure is that you would know is that you are in a cold place. Obviously! You can guess it to be indeed a cold storage room, a butchery or Ice Cream Land (thought not really cold in there). The point here is that the temperature and general surrounding is an important aspect of physical evidence. The word used to describe the surrounding is Ambiance.
People, processes and physical evidence are important to ensure positive service encounter between the organisation and the customer. Marketers must plan the three in consultation with its customers as that their blend is one that will lead to customer satisfaction. A satisfied customer is an asset because they certainly will return to purchase more and more, and better still, they will influence more to do the same.
What is service encounter?
There are two words here, service and encounter. When asked to explained phrases, it does help to break one down by its different words. Let us proceed.
Service. This is a product. Examples of services include study tuition and consultancy.
Encounter. An encounter is an experience resulting from an interface. The interface here is with a service. A service encounter therefore is
...an interface and experience that a customer has of a service...
There you have it. That is what service encounters means.
A service encounter can be positive or it can be negative. This means that a customer, prospective or actual, can have either a negative or positive experience with a service. Marketers must always work at ensuring that customers have a delightful experience with services. There must be adequate investment of financial, physical and human resources into the extended marketing mix. When talking about services, people, physical evidence and processes are important variables to consider when talking services.
PEOPLE
A customer will not be happy to be attended by a services representative who does not have adequate knowledge of what the company has to offer and on the interested product in particular. If this takes happens it will result in negative service encounter. Agents and representatives must know their services well to be able to advice a client accordingly. In fact, it is also important to know about key competitor products.
From agents and services support staff, a customer will also expect attention, patience, kindness and courtesy. Marketers and indeed front-liners must always put a smile and maintain calmness even when doing so makes one looks foolish. There are difficult customers who openly express their dissatisfaction loud. Let them speak and assist them where you can. When they feel that they have been helped and received the attention they needed, it can be said that the service encounter has been positive.
There is another important point to include under this sub-heading of People. Staff members must be uniformed. In case that came out too blunt, what I am trying to say is that there is way in which it must be easy for customers to identify who is a customer support staff and who is not. At Shoprite, they all put on company branded shirts and tops. At other organisations such as Multichoice, they place name tags on their shirts/tops. There must be a way in which staff members and indeed front-liners are easily identified.
PROCESSES
A process is simply a combination of related steps or stages to achieving a predefined objective. In this case, these are stages in accessing and providing the service. Easy access is important to customers and must also be to marketers. Customers must always be thought to be busy people, each preoccupied with their own business and therefore their time must not be wasted. So, the process must be easy, making the product accessible. Convenience is an important point to add. Accessing the service must be something that a customer must be able to do without unnecessary huddles. Lines must be reduced. Technology must be integrated and used to make the life of the customer easy and ensure that the encounter they have with your service is positive.
Today, processes have been greatly affected by technology. A number of organisations now exist that will make at your disposal products that will enable your create better services to customers. Even just delivery can make a service more supreme to those of competitors. Talking of technology, take the Internet for example. Customers of banks such as ZANACO and Stanbic can access their account records online and transfer money into other accounts straight from the Internet. This is good because the customer does not have to worry about getting to the bank before it closes up at 15:30hrs. They can bank at any time and indeed, almost anywhere as long as they have an Internet connection.
PHYSICAL EVIDENCE
Imagine you walk into a club like ZENON and you find in there a choir sing the hymn Amazing Grace. I do not know what your immediate thoughts will be, but one thing for sure is that the presence of the choir and the song being sung are very inappropriate. One would ask what has happened to the churches...
Physical evidence encompasses not just what you can see that attests that a particular service is offered in a specific place, but also that which you cannot see. It matters how the desks and tills are arranged. The arrangement in a restaurant is different from that for a classroom. And the walls, yes, even them, it matters what is placed on them. In banks, you expect to see an electronic exchange rates board. And at a hospital, posters of health tips on what, what not to do and what to use.
If you were blind folded and without being told you are lead into a cold storage, would you know where you are? Maybe, maybe not, but one thing for sure is that you would know is that you are in a cold place. Obviously! You can guess it to be indeed a cold storage room, a butchery or Ice Cream Land (thought not really cold in there). The point here is that the temperature and general surrounding is an important aspect of physical evidence. The word used to describe the surrounding is Ambiance.
People, processes and physical evidence are important to ensure positive service encounter between the organisation and the customer. Marketers must plan the three in consultation with its customers as that their blend is one that will lead to customer satisfaction. A satisfied customer is an asset because they certainly will return to purchase more and more, and better still, they will influence more to do the same.
Developing Relationships
There is so much talk about the need to continuously develop relationships in marketing and business. The reason for this is because it is cheaper to keep a customer than to win a new one. The possibility for continued business is great, which itself may result to increased profits.
It is not a surprise then that there are now concepts such as Relationship Marketing. There are two approaches to Relationship Marketing, the traditional way and the electronic approach. In the CIM paper of Stakeholder Analysis students are required to explain e-Relationship Marketing and how it can be developed in an organisation.
It is important to always translate theories into practice. Case scenarios and now tasks are a way of bringing out this ability in every student. The world out there is real. To be able to make progress, marketers must be realistic and they must take steps to have an implementable program. Relationship Marketing Management is one such program and the marketing student must be able to explain how a relationship can be created, developed and maintained.
Here are some tips;
- Have a clear objective of why you need to have a long term relationship. It is important to note that the objective must be based on principle and not just convenience. People are now becoming more familiar about marketing strategies and a number try as much as possible to avoid the “gab gifted professionals.” So set out your objectives straight from the start and ensure it is part of culture to have long term relationships.
- Identify key stakeholders with whom you need to have a long term relationship with. It is this point that results into segmentation of customers, putting them in groups which may be given subjective attention depending on their respective levels of involvement in the buying and decision making process.
- Identify the needs and wants of your stakeholders. Talk to them, put forth your offers and listen to them as they speak. Show attentiveness and be sensitive towards what they say and how they say it. Respect their input and do not look down on their points of view. Relationships must always be mutual. The meaning of this is that there must be due respect.
- As much as possible, try to meet the needs of these respective stakeholders. A satisfied stakeholder is one who has had a positive experience. Because of an acceptable interface, there is always a natural need of wanting to return for another transaction – money or data. Always remember that a satisfied customer will always return, he/she will also influence more people to do business with you.
- Invest in consistent two-way communication. Do not just talk to stakeholders, instead, talk with them. Allowing stakeholders to express themselves is key in the development of a relationship. Examples of such include online discussion forums and blogs. These allow for two-way communication in an environmentally cost efficient way.
- Admit it when you make errors and take a step further to correct your mistakes. Whilst marketing oriented companies focus on a “get it right first time” approach to satisfying customers, it is important to be realistic and note that it is rear to achieve a 100% satisfaction.
- Do not over-exaggerate your company or individual abilities. Limitations must be acknowledged and at the same time, strengths must be elevated.
- Involve key stakeholders in the decision making processes where their input is relevant and needed.
- Show appreciation of what the stakeholders do. There are different ways in which this can be done. For example, you could periodically hold open or guest days at your office premises or elsewhere, where gifts can be given accordingly. Barclays Bank Zambia is one of the organisations that invest in such events.
- Having specific individuals dedicated to respective stakeholders is a good step to take in building and maintaining a relationship. It is for this reason that organisations such as Standard Chartered Bank have relationship managers and key account executives. When the stakeholder has a problem, he can then approach the respective individual who looks into his needs. This creates confidence that there will be a listening ear. It also to a better understanding of each others needs.
There are indeed more steps that can be taken in the development and maintenance of a relationship. The points mentioned above apply to both the traditional and contemporary approaches to Relationship Marketing and indeed subsequent management.
It is not a surprise then that there are now concepts such as Relationship Marketing. There are two approaches to Relationship Marketing, the traditional way and the electronic approach. In the CIM paper of Stakeholder Analysis students are required to explain e-Relationship Marketing and how it can be developed in an organisation.
It is important to always translate theories into practice. Case scenarios and now tasks are a way of bringing out this ability in every student. The world out there is real. To be able to make progress, marketers must be realistic and they must take steps to have an implementable program. Relationship Marketing Management is one such program and the marketing student must be able to explain how a relationship can be created, developed and maintained.
Here are some tips;
- Have a clear objective of why you need to have a long term relationship. It is important to note that the objective must be based on principle and not just convenience. People are now becoming more familiar about marketing strategies and a number try as much as possible to avoid the “gab gifted professionals.” So set out your objectives straight from the start and ensure it is part of culture to have long term relationships.
- Identify key stakeholders with whom you need to have a long term relationship with. It is this point that results into segmentation of customers, putting them in groups which may be given subjective attention depending on their respective levels of involvement in the buying and decision making process.
- Identify the needs and wants of your stakeholders. Talk to them, put forth your offers and listen to them as they speak. Show attentiveness and be sensitive towards what they say and how they say it. Respect their input and do not look down on their points of view. Relationships must always be mutual. The meaning of this is that there must be due respect.
- As much as possible, try to meet the needs of these respective stakeholders. A satisfied stakeholder is one who has had a positive experience. Because of an acceptable interface, there is always a natural need of wanting to return for another transaction – money or data. Always remember that a satisfied customer will always return, he/she will also influence more people to do business with you.
- Invest in consistent two-way communication. Do not just talk to stakeholders, instead, talk with them. Allowing stakeholders to express themselves is key in the development of a relationship. Examples of such include online discussion forums and blogs. These allow for two-way communication in an environmentally cost efficient way.
- Admit it when you make errors and take a step further to correct your mistakes. Whilst marketing oriented companies focus on a “get it right first time” approach to satisfying customers, it is important to be realistic and note that it is rear to achieve a 100% satisfaction.
- Do not over-exaggerate your company or individual abilities. Limitations must be acknowledged and at the same time, strengths must be elevated.
- Involve key stakeholders in the decision making processes where their input is relevant and needed.
- Show appreciation of what the stakeholders do. There are different ways in which this can be done. For example, you could periodically hold open or guest days at your office premises or elsewhere, where gifts can be given accordingly. Barclays Bank Zambia is one of the organisations that invest in such events.
- Having specific individuals dedicated to respective stakeholders is a good step to take in building and maintaining a relationship. It is for this reason that organisations such as Standard Chartered Bank have relationship managers and key account executives. When the stakeholder has a problem, he can then approach the respective individual who looks into his needs. This creates confidence that there will be a listening ear. It also to a better understanding of each others needs.
There are indeed more steps that can be taken in the development and maintenance of a relationship. The points mentioned above apply to both the traditional and contemporary approaches to Relationship Marketing and indeed subsequent management.
Designing Questionnaires
Designing a questionnaire is easy. What is challenging about the activity is on what information to include in one. On this, you are examined on your creativity and ability to come up with appropriate questionnaires that will provide answers to the questions/situation at hand.
Here are tips on what to consider when designing a questionnaire;
- Make it clear to the respondent what your objectives are and why they must complete the questionnaire. It is about stating why you are collecting the information. Put yourself in their position, would you straight ahead begin completing a questionnaire when you do not even know for what reason the information you provide will be used.
- Give clear instructions on how questions are to be answered. If there are multiple answers to select from, must one tick the correct one or cross the wrong one? Be clear on this,
- Let it be known to the respondent how many questions are in the questionnaire as a whole and even under each sub-section. This is so to allow one know how long they may take in completing the questionnaire. I was once completing an online questionnaire where the number of questions just kept increasing and increasing. It was not possible to know how many were remaining from the point at which one is. I then just closed the tab.
- Break down your set of questions under appropriate headings. Structure your work. This makes it easy to make cross references where appropriate.
- Use both open and closed questions. Use a very set of questions,
- Let the respondent know exactly what to do with a completed questionnaire. There could be, for example, a free postage address to which it could be sent before a specific date. It is important for you to here strategies on how you can increase response rate;
- Be mindful of what personal information you ask for and indeed how you do,
- Use simple English for words and sentences. This use of images is also fine. However, this will depend on the type of information being sought and who the respondents will be.
There are indeed a number of other factors. Please do feel free to add to the list.
In justifying the use of questionnaires, you must also be specific on how you intend to administer them. It can be via post, one-to-one interviews, telephone or through the Internet. Each has its own advantages and disadvantages.
Here are tips on what to consider when designing a questionnaire;
- Make it clear to the respondent what your objectives are and why they must complete the questionnaire. It is about stating why you are collecting the information. Put yourself in their position, would you straight ahead begin completing a questionnaire when you do not even know for what reason the information you provide will be used.
- Give clear instructions on how questions are to be answered. If there are multiple answers to select from, must one tick the correct one or cross the wrong one? Be clear on this,
- Let it be known to the respondent how many questions are in the questionnaire as a whole and even under each sub-section. This is so to allow one know how long they may take in completing the questionnaire. I was once completing an online questionnaire where the number of questions just kept increasing and increasing. It was not possible to know how many were remaining from the point at which one is. I then just closed the tab.
- Break down your set of questions under appropriate headings. Structure your work. This makes it easy to make cross references where appropriate.
- Use both open and closed questions. Use a very set of questions,
- Let the respondent know exactly what to do with a completed questionnaire. There could be, for example, a free postage address to which it could be sent before a specific date. It is important for you to here strategies on how you can increase response rate;
- Be mindful of what personal information you ask for and indeed how you do,
- Use simple English for words and sentences. This use of images is also fine. However, this will depend on the type of information being sought and who the respondents will be.
There are indeed a number of other factors. Please do feel free to add to the list.
In justifying the use of questionnaires, you must also be specific on how you intend to administer them. It can be via post, one-to-one interviews, telephone or through the Internet. Each has its own advantages and disadvantages.
Thursday, October 15, 2009
Competitor Analysis
Competitor Analysis
Unless you are a monopoly, you need to continuously monitor your competitors and work at offering better goods and services.
What you need to know are
- who exactly are your competitors?
You must really be specific on this and always make sure that you mention them by name. In Zambia, some of the competitors of QFM are Sky FM, UNZA FM and BBC. In some industries, there are few and as an organisation you can profile them.
But if you sell tomatoes, competitor analysis may be much more difficult but not impossible. What you need to do is focus on the players that are closest to you and/or those that customers will compare you to.
And by the way, there are more competitors to ZAIN and MTN which are not in the country but have a "pull" presence via the Internet. Can you think of any?
There are infact a number(figure it out...)
- what products do your competitors offer?
You must have detailed knowledge about what your competitors have to offer, including the strengths and weaknesses of their offers.
Always remember that when prospective or actual customers make comparisons, it is against that offered by other players.
- who are your competitors target audience?
Yes, who are they targeting? There is always a certain class, or set of needs that your competitor seeks to satisfy. This you must know. Is is the same need you
intend to satisfy?
- Size of your competitors
This may be measured by factors such as existence in other countries, number of branches, end-year financial statistics and even number of employees. But be careful when applying some of the measures mentioned. It is possible for a small organisation to have much more branches than a competitor.
- What promotional techniques does your competitor use the most?
This is important to know to avoid unnecessary conflicts. Some promotional tools such a websites may be used by the competitor as part of its positioning strategy.
- who are your competitors partners?
Whilst organisations, and particularly, marketers, want to create and maintain relationships with everyone, it is important to recognize for a fact that in reality doing so is very limited. Your organisation and a competitor cannot have the same advertising agency creating your promos because there will be divided attention. Thus it is important to know who your competitors work with. But doing so does not necessarily mean you cannot work with them. You can. Both Evelyn Hone College and the Zambia Institute of Management work with the Zambia Institute of Marketing which marketing exams which both institutions offers. Likewise, both Trade Kings and Unilever work with Shoprite which is one of the major
retailers in Zambia.
Know your competitors partners.
- Identify competitor strategies
This point is more subject than factual. What pricing strategies is being used? Distribution? Promotion? Why do you think they use the identified strategies, what is it that they could be trying to achieve?
You need to find answers to those questions.
The CIM Stakeholder Marketing paper for this Dec 2009/March 2010, requires students to conduct a Competitor Analysis for an identified organisation.
If that is the paper you are doing, how far have you gone? If you need any assistance, post it here. It is free and you will get a response.
Unless you are a monopoly, you need to continuously monitor your competitors and work at offering better goods and services.
What you need to know are
- who exactly are your competitors?
You must really be specific on this and always make sure that you mention them by name. In Zambia, some of the competitors of QFM are Sky FM, UNZA FM and BBC. In some industries, there are few and as an organisation you can profile them.
But if you sell tomatoes, competitor analysis may be much more difficult but not impossible. What you need to do is focus on the players that are closest to you and/or those that customers will compare you to.
And by the way, there are more competitors to ZAIN and MTN which are not in the country but have a "pull" presence via the Internet. Can you think of any?
There are infact a number(figure it out...)
- what products do your competitors offer?
You must have detailed knowledge about what your competitors have to offer, including the strengths and weaknesses of their offers.
Always remember that when prospective or actual customers make comparisons, it is against that offered by other players.
- who are your competitors target audience?
Yes, who are they targeting? There is always a certain class, or set of needs that your competitor seeks to satisfy. This you must know. Is is the same need you
intend to satisfy?
- Size of your competitors
This may be measured by factors such as existence in other countries, number of branches, end-year financial statistics and even number of employees. But be careful when applying some of the measures mentioned. It is possible for a small organisation to have much more branches than a competitor.
- What promotional techniques does your competitor use the most?
This is important to know to avoid unnecessary conflicts. Some promotional tools such a websites may be used by the competitor as part of its positioning strategy.
- who are your competitors partners?
Whilst organisations, and particularly, marketers, want to create and maintain relationships with everyone, it is important to recognize for a fact that in reality doing so is very limited. Your organisation and a competitor cannot have the same advertising agency creating your promos because there will be divided attention. Thus it is important to know who your competitors work with. But doing so does not necessarily mean you cannot work with them. You can. Both Evelyn Hone College and the Zambia Institute of Management work with the Zambia Institute of Marketing which marketing exams which both institutions offers. Likewise, both Trade Kings and Unilever work with Shoprite which is one of the major
retailers in Zambia.
Know your competitors partners.
- Identify competitor strategies
This point is more subject than factual. What pricing strategies is being used? Distribution? Promotion? Why do you think they use the identified strategies, what is it that they could be trying to achieve?
You need to find answers to those questions.
The CIM Stakeholder Marketing paper for this Dec 2009/March 2010, requires students to conduct a Competitor Analysis for an identified organisation.
If that is the paper you are doing, how far have you gone? If you need any assistance, post it here. It is free and you will get a response.
Monday, September 28, 2009
Revision starts October 19th...
That means that we will be together for about 6 weeks.
Plan is that we should then look at past exam papers for the past 6 exams and discuss them in depth.
My responsibilities will be to guide your preparations for the final exam and for the assignment work you will/are doing. Yours is to do all work given and be as open as possible so that i may know and understand where exactly you need attention.
So, 19th October 2009 it is. If you you need to start before, please do let me know. No problemo!
For more information on revision, time, fees, etc, please email saboi@marketinginzambia.com or call/SMS +260966930260
You are welcome, please do come through.
Plan is that we should then look at past exam papers for the past 6 exams and discuss them in depth.
My responsibilities will be to guide your preparations for the final exam and for the assignment work you will/are doing. Yours is to do all work given and be as open as possible so that i may know and understand where exactly you need attention.
So, 19th October 2009 it is. If you you need to start before, please do let me know. No problemo!
For more information on revision, time, fees, etc, please email saboi@marketinginzambia.com or call/SMS +260966930260
You are welcome, please do come through.
Exam Tips
TIP ONE
Always give definations, you never go wrong with this...
But when you give your defination, avoid sounding like you come straight from a text book.
In MaSCon discussions, when asked to define marketing, most students pick on the Chartered Institute of Marketing (CIM) defination and say it as it is written. It is easy to tell that it is memorized, a thing which is greatly discouraged. On the exam, you will note have a book to make reference to, therefore when attempting to define a concept, use your own words to express your own understanding.
So instead of saying "marketing is the management process of identifying, anticipating and satisfying customer needs profitably,"
you could say,
"Marketing is about developing products that meet the needs of customers. It is a profession practiced by a number of successful blue chip organisations such as Google and Toyota because of its focus on long term relationships with stakeholders. As a result, marketing input is recognised at management level and it is considered as an investment which will yield not only retention but profits as well."
Notice that marketing has been defined but not as memorized, instead as personally understood.
You never go wrong with definations.
TIP TWO
Give answers to questions you have been asked rather than just writing all you know about a specific topic. Always remember that it is content and not quality.
Let us consider a question...
Following your appointment to the poisition of Marketing Services Manager, you have been invited by students at one of the local universities to give a presentation on appraising marketing segments for future investment consideration. Segmentation, targetting and position are highly examined topics that require a comprehensive approach with emphasis on practical application. You have been identified as one of the best individuals to address
segment appraisals and promote your company profile.
Prepare your notes.
It would not be supprising to receive an answer script that will take about the bases of segmetation (geography,demography, etc). Further, a student may
also talk about targeting and positioining.
What is sad is that the student may not have understood the question requiring them to dwell on how a segment can be assessed for potential and prospective.
Give the above question a try and send it to the MaSCon facilitator, me. Email is saboi@marketinginzambia.com.
So always answer the questions you have bene asked.
TIP THREE
Write clearly...
This is a very simple point not needing much explanation.
Examiners have hundred of scripts to mark they will not sit down to try and make sense out of your handwriting.
Write clearly...
TIP FOUR
Structure your work.
What this means is that do not just start writing from start to finish...
Break down your work under appropriate headings. Have an introduction, a body and a conclusion.
Structuring your work makes its more presentable and easy to read.
Structuring your work also includes numbering/lettering your points.
Now let us put all the points together in example.
Say you want to talk about the marketing orientation. You work may be structured as follows...
WHAT MARKETING ORIENTATION IS
Your explanation here.
BENEFITS
1.0
2.0
3.0
Remember, always structure your work.
Please email mascon@marketinginzambia.com if you have any question or contribution.
TIP FIVE.
Always give practical examples.
Not doing this is one of the reasons students fail.
You must always demonstrate your understanding of various concepts through the use of examples. These examples need not be of orgsnisations in the United Kingdom even if that is where the exam comes from. You are free to use local examples, even imaginary one...
TIP SIX
This probably had to come as tip one, but even as six its Ok.
Clearly read instructions.
Not following instructions is a passport to failing.
If the instructions, for example, are that you use a pencil for all drawings, do just that. When you use pen, you will lose some marks.
Please do not get tempted to think you are so used to exams you know the rules, they may change so always make sure you read instructions.
TIP SEVEN
Use an appropriate format.
It is recommended that if you have not been told what format to use, adopt a reprt format.
Your judgement on choice may be put to the test.
You must know when to use a memorandum, a report, a brief and other mediums.
Always use an appropriate format.
TIP SEVEN
A number of students ask, "can i draw diagrams on the exam?" The answer is yes.
You are free to use diagrams if you feel the need to do so. Just make sure you draw them correctly...
Using diagrams helps put points together that would otherwise be scattered. For example if you have to compare consumer markets to industrial markets, a
table would be the best diagram to use. One column for consumer markets and the other for industrial markets.
TIP EIGHT
You only have 3 hours for the exam so make sure you time and discipline yourself.
Here is where the discipline comes in...
Know how much time you have to spend on each question. It is common to get carried away with a question you find easier, but this avoid.
Others say it is best to begin with section B because it is usually easier compared to section A. The reasoning is that you would then have more courage to
turn to the "tormenting" section A. There is really nothing with that, just make sure you time and disciple yourself...
TIP NINE
Avoid short cuts and be formal.
Instead of cant, use cannot, etc
If you are going to use appreviation such as PLC or NPD, write them first in full as follows
Product Life Cycle(PLC)...
You can then use PLC after having done that.
TIP TEN
Almost all questions are in themselves incomplete and as a result, always make relevant assumptions.
These assumptions could be
- who you are
- what organisation/business sector, etc.
Some questions actually make it clear that students must state whatever assumptions they make, always do so.
What is interesting about assumptions is that they are not uniform, different students may have different assumptions and marks will vary based of how good
and relevant the assumptions are.
TIP ELEVEN
Seek divine intervention.
If you are a Christian, ask Jehovah for wisdom. If you are a Muslim, seek Alah, if you are a Satanist, seek Satan, etc...
But no mirale will happen if you have not been faithful to study and prepare for the exam.
That about does it for exam tips.
What follow are just other tips relating to your studying...
Remember, you are welcome to email mascon@marketinginzambia.com for any questions/comments or whatever.
TIP TWELVE
Text books are quit expensive and in most cases students may not have all they need.
What you could then do is agree with a friend or three that each of you buy one of different types. The books could then circulate amongst yourselves.
TIP 13.
Attempt as many past exam question papers as possible. You can get some at assignments@marketinginzambia.com. It is automated so you will get them just after sending an email to that address. Submit your work and i will make it for free.
TIP 14.
Obtaining a bank draft and sending it together with other documents maybe expensive as an individual.
What you could then do is come together with two or three friends, put money together and obtain one bank draft.
You can then put money together again and send a single parcel using a courier of your choice.
TIP 15.
As much as possible, have a study partner, two or three.
What is good about this is that you will have someone to discuss with issues relating to studying face to face. This face-to-face element is the main advantage over online discussion forums which you may also use. We soon will also have one...
Your response, let it come through. Post it just here...
Always give definations, you never go wrong with this...
But when you give your defination, avoid sounding like you come straight from a text book.
In MaSCon discussions, when asked to define marketing, most students pick on the Chartered Institute of Marketing (CIM) defination and say it as it is written. It is easy to tell that it is memorized, a thing which is greatly discouraged. On the exam, you will note have a book to make reference to, therefore when attempting to define a concept, use your own words to express your own understanding.
So instead of saying "marketing is the management process of identifying, anticipating and satisfying customer needs profitably,"
you could say,
"Marketing is about developing products that meet the needs of customers. It is a profession practiced by a number of successful blue chip organisations such as Google and Toyota because of its focus on long term relationships with stakeholders. As a result, marketing input is recognised at management level and it is considered as an investment which will yield not only retention but profits as well."
Notice that marketing has been defined but not as memorized, instead as personally understood.
You never go wrong with definations.
TIP TWO
Give answers to questions you have been asked rather than just writing all you know about a specific topic. Always remember that it is content and not quality.
Let us consider a question...
Following your appointment to the poisition of Marketing Services Manager, you have been invited by students at one of the local universities to give a presentation on appraising marketing segments for future investment consideration. Segmentation, targetting and position are highly examined topics that require a comprehensive approach with emphasis on practical application. You have been identified as one of the best individuals to address
segment appraisals and promote your company profile.
Prepare your notes.
It would not be supprising to receive an answer script that will take about the bases of segmetation (geography,demography, etc). Further, a student may
also talk about targeting and positioining.
What is sad is that the student may not have understood the question requiring them to dwell on how a segment can be assessed for potential and prospective.
Give the above question a try and send it to the MaSCon facilitator, me. Email is saboi@marketinginzambia.com.
So always answer the questions you have bene asked.
TIP THREE
Write clearly...
This is a very simple point not needing much explanation.
Examiners have hundred of scripts to mark they will not sit down to try and make sense out of your handwriting.
Write clearly...
TIP FOUR
Structure your work.
What this means is that do not just start writing from start to finish...
Break down your work under appropriate headings. Have an introduction, a body and a conclusion.
Structuring your work makes its more presentable and easy to read.
Structuring your work also includes numbering/lettering your points.
Now let us put all the points together in example.
Say you want to talk about the marketing orientation. You work may be structured as follows...
WHAT MARKETING ORIENTATION IS
Your explanation here.
BENEFITS
1.0
2.0
3.0
Remember, always structure your work.
Please email mascon@marketinginzambia.com if you have any question or contribution.
TIP FIVE.
Always give practical examples.
Not doing this is one of the reasons students fail.
You must always demonstrate your understanding of various concepts through the use of examples. These examples need not be of orgsnisations in the United Kingdom even if that is where the exam comes from. You are free to use local examples, even imaginary one...
TIP SIX
This probably had to come as tip one, but even as six its Ok.
Clearly read instructions.
Not following instructions is a passport to failing.
If the instructions, for example, are that you use a pencil for all drawings, do just that. When you use pen, you will lose some marks.
Please do not get tempted to think you are so used to exams you know the rules, they may change so always make sure you read instructions.
TIP SEVEN
Use an appropriate format.
It is recommended that if you have not been told what format to use, adopt a reprt format.
Your judgement on choice may be put to the test.
You must know when to use a memorandum, a report, a brief and other mediums.
Always use an appropriate format.
TIP SEVEN
A number of students ask, "can i draw diagrams on the exam?" The answer is yes.
You are free to use diagrams if you feel the need to do so. Just make sure you draw them correctly...
Using diagrams helps put points together that would otherwise be scattered. For example if you have to compare consumer markets to industrial markets, a
table would be the best diagram to use. One column for consumer markets and the other for industrial markets.
TIP EIGHT
You only have 3 hours for the exam so make sure you time and discipline yourself.
Here is where the discipline comes in...
Know how much time you have to spend on each question. It is common to get carried away with a question you find easier, but this avoid.
Others say it is best to begin with section B because it is usually easier compared to section A. The reasoning is that you would then have more courage to
turn to the "tormenting" section A. There is really nothing with that, just make sure you time and disciple yourself...
TIP NINE
Avoid short cuts and be formal.
Instead of cant, use cannot, etc
If you are going to use appreviation such as PLC or NPD, write them first in full as follows
Product Life Cycle(PLC)...
You can then use PLC after having done that.
TIP TEN
Almost all questions are in themselves incomplete and as a result, always make relevant assumptions.
These assumptions could be
- who you are
- what organisation/business sector, etc.
Some questions actually make it clear that students must state whatever assumptions they make, always do so.
What is interesting about assumptions is that they are not uniform, different students may have different assumptions and marks will vary based of how good
and relevant the assumptions are.
TIP ELEVEN
Seek divine intervention.
If you are a Christian, ask Jehovah for wisdom. If you are a Muslim, seek Alah, if you are a Satanist, seek Satan, etc...
But no mirale will happen if you have not been faithful to study and prepare for the exam.
That about does it for exam tips.
What follow are just other tips relating to your studying...
Remember, you are welcome to email mascon@marketinginzambia.com for any questions/comments or whatever.
TIP TWELVE
Text books are quit expensive and in most cases students may not have all they need.
What you could then do is agree with a friend or three that each of you buy one of different types. The books could then circulate amongst yourselves.
TIP 13.
Attempt as many past exam question papers as possible. You can get some at assignments@marketinginzambia.com. It is automated so you will get them just after sending an email to that address. Submit your work and i will make it for free.
TIP 14.
Obtaining a bank draft and sending it together with other documents maybe expensive as an individual.
What you could then do is come together with two or three friends, put money together and obtain one bank draft.
You can then put money together again and send a single parcel using a courier of your choice.
TIP 15.
As much as possible, have a study partner, two or three.
What is good about this is that you will have someone to discuss with issues relating to studying face to face. This face-to-face element is the main advantage over online discussion forums which you may also use. We soon will also have one...
Your response, let it come through. Post it just here...
Sunday, September 27, 2009
Which Marketing program are you studying?
Are you studying the Zambia Institute of Marketing (ZIM) program, or any other marketing program such as under ICM, LCCI? Please do come through, we would like to know you and assist you in your studies as well. Or indeed you could assist someone...
Please do come through if you are studying any other marketing program. We would like to know you and learn how best we can assist each other.
Please do come through if you are studying any other marketing program. We would like to know you and learn how best we can assist each other.
Studying at a College/University?
Which one?
How are the fees? Are they fair, high or cheap? Is it worth it, compared to the service you get?
Share your experience but please do not mention names of individuals.
What is it that you expect of your college and its agent(lecturer) attending to you?
Please do speak out your mind.
I/We are listening...
How are the fees? Are they fair, high or cheap? Is it worth it, compared to the service you get?
Share your experience but please do not mention names of individuals.
What is it that you expect of your college and its agent(lecturer) attending to you?
Please do speak out your mind.
I/We are listening...
Marketing Planning - Last Attempts, Get it this time.
Yap, the syllabus is changing...
The same applies to Marketing Communication...
Check cimvirtualinstitute.com for more info.
Pass the next few sittings. Get all the help you need here and also when we meet in person.
So which areas do you need asistance? Post them here.
All in all do not underestimatre the value to attempting past exam questions and other like tests. Send a blank email to assignments@marketinginzambia.com to get some. I will mark your work for free and propose to meet you face to face and discuss your progress.
Take note of the following relating to Marketing Planning;
You must
- be able to conduct an analysis on a situation relating to either, or both, the environment and the organisation.
- have a working knowledge of the different analysis tools, knowing the details of each and when its use is appropriate
- always come up with SMART and comprehensive objectives. This is very important
- appreciate the limitations of information given. That is why you are allowed to make and state what assumptions you make.
- Understand strategy and the background of the ones you propose. Examples include branding, positioning, product development and market development(developing an intermediary system, for example)
- be aware of the different ways in which a budget is set, including the strengths and limitations of each.
- understand the importance of implementation and be able to specify what must be done to translate plans into actual programs. This for example includes teaming and contracting of external service suppliers. You must be able to set a time frame indicating when and what will be done, and probably by who. Yes, the Gannt chart.
- be able to explain how you know that objectives have been met and reccomend corrective measures when plans do not go as set.
Those are the main areas in which you will be examined in Marketing Planning.
So, attempt those questions and let us get working, not so much time remaining...
The same applies to Marketing Communication...
Check cimvirtualinstitute.com for more info.
Pass the next few sittings. Get all the help you need here and also when we meet in person.
So which areas do you need asistance? Post them here.
All in all do not underestimatre the value to attempting past exam questions and other like tests. Send a blank email to assignments@marketinginzambia.com to get some. I will mark your work for free and propose to meet you face to face and discuss your progress.
Take note of the following relating to Marketing Planning;
You must
- be able to conduct an analysis on a situation relating to either, or both, the environment and the organisation.
- have a working knowledge of the different analysis tools, knowing the details of each and when its use is appropriate
- always come up with SMART and comprehensive objectives. This is very important
- appreciate the limitations of information given. That is why you are allowed to make and state what assumptions you make.
- Understand strategy and the background of the ones you propose. Examples include branding, positioning, product development and market development(developing an intermediary system, for example)
- be aware of the different ways in which a budget is set, including the strengths and limitations of each.
- understand the importance of implementation and be able to specify what must be done to translate plans into actual programs. This for example includes teaming and contracting of external service suppliers. You must be able to set a time frame indicating when and what will be done, and probably by who. Yes, the Gannt chart.
- be able to explain how you know that objectives have been met and reccomend corrective measures when plans do not go as set.
Those are the main areas in which you will be examined in Marketing Planning.
So, attempt those questions and let us get working, not so much time remaining...
FREE Assessment
Get a free assessment of your grasp on your knowledge marketing concepts and their respective application.
It is simple and here is how it works.
1. Recieve a set of questions.
2. Attempt the questions.
3. Submit your script.
4. I will then schedule you a meeting for you to collect your marked scripts and also for us to discuss your work. This will be an opportunity for us to meet face to face.
It will be pointed out to you your weak points so that you know them and make personal(suggestions) on how to improve.
It is hoped that with such an activity we will be of assistance to each other and that we will again interface.
Ready? Yes? Great! Send a blank email to assignments@marketinginzambia.com. Immediately the questions will be sent to your account. It is automated. The response email will either be in your inbox or bulk mail folder.
Please do come through with any questions or contributions you may have. You can also call/SMS me on +260966930260
It is simple and here is how it works.
1. Recieve a set of questions.
2. Attempt the questions.
3. Submit your script.
4. I will then schedule you a meeting for you to collect your marked scripts and also for us to discuss your work. This will be an opportunity for us to meet face to face.
It will be pointed out to you your weak points so that you know them and make personal(suggestions) on how to improve.
It is hoped that with such an activity we will be of assistance to each other and that we will again interface.
Ready? Yes? Great! Send a blank email to assignments@marketinginzambia.com. Immediately the questions will be sent to your account. It is automated. The response email will either be in your inbox or bulk mail folder.
Please do come through with any questions or contributions you may have. You can also call/SMS me on +260966930260
Why this blog?
Simple, to be able to share thoughts and ideas specifically relating to the study of marketing as an entire course or a subject.
Expect
- "Answers" to questions
- Analysis of exam given scenarios
- Advice on how to attempt questions
- Referal to face to face interfaces
- and much more...
Please share with me what you have on mind?
And please do join me...
Let us develop a hud of networking and knowledge sharing. Then we will convert this into a discussion forum.
You are welcome. Now please join...
Expect
- "Answers" to questions
- Analysis of exam given scenarios
- Advice on how to attempt questions
- Referal to face to face interfaces
- and much more...
Please share with me what you have on mind?
And please do join me...
Let us develop a hud of networking and knowledge sharing. Then we will convert this into a discussion forum.
You are welcome. Now please join...
FREE Marketing Study Guide (Book)
Next month, October 2009, I will be through with writing my Marketing Study Guide Book. I will be giving the book away FREE.
Target audience include students studying marketing (whole course or individual subjects) under the following examination bodies
- CIM (Marketing Essentials, Marketing Planning, Marketing Communications, Assessing the Marketing Environment)
- ZIM
- ICM
- Zambia Institute of Banking
- CAVENDISH Zambia
I have taken time to study the syllabai for the above and also look at a number of their respective past exam papers. With this background, i have only included information that is relevant to what you need to know and pass the exams.
The book has been written to allow for continous improvement and addition of content. The second edition must be ready during the course of next year(2010).
If you would like to have a copy of the book, please let me know and one will reach you once i am finished.
Target audience include students studying marketing (whole course or individual subjects) under the following examination bodies
- CIM (Marketing Essentials, Marketing Planning, Marketing Communications, Assessing the Marketing Environment)
- ZIM
- ICM
- Zambia Institute of Banking
- CAVENDISH Zambia
I have taken time to study the syllabai for the above and also look at a number of their respective past exam papers. With this background, i have only included information that is relevant to what you need to know and pass the exams.
The book has been written to allow for continous improvement and addition of content. The second edition must be ready during the course of next year(2010).
If you would like to have a copy of the book, please let me know and one will reach you once i am finished.
Thoughts and Suggestions to Marketing Students
During the time i was a student of marketing at college(and time i was studying myself) i made a number of mistakes which i would not like others to make. Thus, i here share my thoughts and make suggestions on the wise things you may need to do.
1. Affiliate yourself with a professional institution. Here in Zambia, it is adviced that you join the Zambia Institute of Marketing.
The first reason for is because it is now by law that you join. There are inadeqacies in the ZIM Act but those are not the focus here.
Affiliation is a demonstration of ones willingness to interact with others of like mind and profession and thus a desire to interact, gain insight and add the value of knowledge to the organisation.
But warning, do not expect too much. In fact, it is most likely that you will get very little. The argument though is that you create the value. You think so?
2. Identify an area or more of marketing which interests you. In my case, one of them is communication. With this background i developed myself to be able to develop a number of communication interfaces such as websites, email and SMS application programs and interactive CD's. Having said that, add Product Development and management to my list of interests.
How about you? It is important for students to identify an area that interests you. You may then begin to work around themes of that area.
3. Be flexible.
If communication is what interests you the most, it does not mean that communication is all you need to invest time and energies in. As a marketer, you need to be flexible to be able to engage in other areas.
This point of flexibility implies open mindedness, willingness to sit and listen to a presentation even by individuals you know are nothing close to what they say.
4. Monitor the activities of organisations in the areas that interest you. If you are a fan of the Aviation industry, take time to learn more about organisations such as Zambezi Airways and Kenya Airways.
This will help you have a contextual understanding of the industry. You may even become so good that people may begin asking you for advice. Wow, you are a consultant!
5. Continously develop yourself, you never go wrong with this. You will become much more relevant and in a better position to take up opportunities and challenges.
Get to know more of what is called Continous Professional Development (CPD). Self development can be achieved in a number of ways. Some of these include doing both short and long courses, attending seminars, participating in projects, no matter how small.
6. Have confidence in yourself. It is sad to hear one say, "ah, i am just a student..." students, given the opportunity can do so much, even better than those practicing. Have confidence in the program you are doing, in yourself and in what you can do. As you do so, always leave from for improvement and never show that you are better than another, instead,
do what you have to do and always seek to work with others without any prejudices.
7. Never thow away important literature. Who knows, you may become a tutor one of these fine days. And whilst you may begin to gather more information, you probably will also need your old notes which you wrote up yourself and which you better understand. Believe me, i wish i had some of the material i threw away. Please do not make the same mistake.
8. Network. Make friends and ensure you keep them, you may just never know who will help you with what in future. And usually, it is the old friends that come through...
It is sad to note how many make teh mistake of abandoning friends when they leave college, or university, especially when they get a job. It is even sadder when they lose that job and begin to try to make amends with the old friends who would also have moved on. Network, and be genuine about it.
9. Always seek avenues for practice. Experience is what a number of organisations ask for, even when at times it is not necessary. I have a friend who finished ACCA when he was about 21,22. The company that recruited him had no vacancy but created a poistion for him. In less than 3 years, he was semi-seniour auditor.
But not all of us will come across objective and professional recruiting companies. And even if they are there, experience is still important.
So, volunteer to do some jobs in your community, and even at small organisations. It could even be just that of a clerk, taking down notes of what goes in and out of the organisation, it does not matter. It is experience. Write articles, develop a blog, etc. Ideas are limitless. Avenues to experience.
Thats it.
I hope that above 9 points are of value and insight. Please feel free to ask questions and make contributions, even deductions.
Yes?
1. Affiliate yourself with a professional institution. Here in Zambia, it is adviced that you join the Zambia Institute of Marketing.
The first reason for is because it is now by law that you join. There are inadeqacies in the ZIM Act but those are not the focus here.
Affiliation is a demonstration of ones willingness to interact with others of like mind and profession and thus a desire to interact, gain insight and add the value of knowledge to the organisation.
But warning, do not expect too much. In fact, it is most likely that you will get very little. The argument though is that you create the value. You think so?
2. Identify an area or more of marketing which interests you. In my case, one of them is communication. With this background i developed myself to be able to develop a number of communication interfaces such as websites, email and SMS application programs and interactive CD's. Having said that, add Product Development and management to my list of interests.
How about you? It is important for students to identify an area that interests you. You may then begin to work around themes of that area.
3. Be flexible.
If communication is what interests you the most, it does not mean that communication is all you need to invest time and energies in. As a marketer, you need to be flexible to be able to engage in other areas.
This point of flexibility implies open mindedness, willingness to sit and listen to a presentation even by individuals you know are nothing close to what they say.
4. Monitor the activities of organisations in the areas that interest you. If you are a fan of the Aviation industry, take time to learn more about organisations such as Zambezi Airways and Kenya Airways.
This will help you have a contextual understanding of the industry. You may even become so good that people may begin asking you for advice. Wow, you are a consultant!
5. Continously develop yourself, you never go wrong with this. You will become much more relevant and in a better position to take up opportunities and challenges.
Get to know more of what is called Continous Professional Development (CPD). Self development can be achieved in a number of ways. Some of these include doing both short and long courses, attending seminars, participating in projects, no matter how small.
6. Have confidence in yourself. It is sad to hear one say, "ah, i am just a student..." students, given the opportunity can do so much, even better than those practicing. Have confidence in the program you are doing, in yourself and in what you can do. As you do so, always leave from for improvement and never show that you are better than another, instead,
do what you have to do and always seek to work with others without any prejudices.
7. Never thow away important literature. Who knows, you may become a tutor one of these fine days. And whilst you may begin to gather more information, you probably will also need your old notes which you wrote up yourself and which you better understand. Believe me, i wish i had some of the material i threw away. Please do not make the same mistake.
8. Network. Make friends and ensure you keep them, you may just never know who will help you with what in future. And usually, it is the old friends that come through...
It is sad to note how many make teh mistake of abandoning friends when they leave college, or university, especially when they get a job. It is even sadder when they lose that job and begin to try to make amends with the old friends who would also have moved on. Network, and be genuine about it.
9. Always seek avenues for practice. Experience is what a number of organisations ask for, even when at times it is not necessary. I have a friend who finished ACCA when he was about 21,22. The company that recruited him had no vacancy but created a poistion for him. In less than 3 years, he was semi-seniour auditor.
But not all of us will come across objective and professional recruiting companies. And even if they are there, experience is still important.
So, volunteer to do some jobs in your community, and even at small organisations. It could even be just that of a clerk, taking down notes of what goes in and out of the organisation, it does not matter. It is experience. Write articles, develop a blog, etc. Ideas are limitless. Avenues to experience.
Thats it.
I hope that above 9 points are of value and insight. Please feel free to ask questions and make contributions, even deductions.
Yes?
Marketing in Practice/Research and Information
So Marketing in Practice is no more. Well, by title yes but not by content. Some of the topics that were in that subject are now in the "new" one, Marketing Research and Information. This subject is still there at Diploma level both the approach is different.
In the subject Marketing Research and Information, areas in which you will be examined are mainly
- Research/Brief writing
- Data collection methodologies. On this one, focus is mainly going to the justification of your selected tool.
- Sampling
- Analysis and reporting
The assignments for submission in December 2009 are out, three in total.
Let us begin discussing the assignments next week.
In the subject Marketing Research and Information, areas in which you will be examined are mainly
- Research/Brief writing
- Data collection methodologies. On this one, focus is mainly going to the justification of your selected tool.
- Sampling
- Analysis and reporting
The assignments for submission in December 2009 are out, three in total.
Let us begin discussing the assignments next week.
Tuesday, September 22, 2009
Welcome!
Thank you for coming through.
Every 1-2 weeks i will add content relevant towards your marketing study.
We will be analyzing marketing exam type questions and identifying key success areas which every student needs to know.
Periodically, i would like to meet with you on a one to one basis to share thoughts on both exams and practice topics.
I invite you to join this blog and contribute as effectively as you can. You will benefit from the post and so will some one else benefit from you input. Networking is important not only in our social lives but also our professional engagements.
To enjoy the study of marketing and appreciate its place in business, one needs to be able to translate theory into actual practice. This may begin with you - how you present yourself and interact with others. As one who has been assisting others in their marketing exams for years, i would like to interact with you that together we may share ideas, experiences and tips of how best to make it through exams and also be successful in practice.
If you need to correspond, please feel free to email me, call or SMS. My number is +260 96 6930260.
My email address is saboi@marketinginzambia.com.
Every 1-2 weeks i will add content relevant towards your marketing study.
We will be analyzing marketing exam type questions and identifying key success areas which every student needs to know.
Periodically, i would like to meet with you on a one to one basis to share thoughts on both exams and practice topics.
I invite you to join this blog and contribute as effectively as you can. You will benefit from the post and so will some one else benefit from you input. Networking is important not only in our social lives but also our professional engagements.
To enjoy the study of marketing and appreciate its place in business, one needs to be able to translate theory into actual practice. This may begin with you - how you present yourself and interact with others. As one who has been assisting others in their marketing exams for years, i would like to interact with you that together we may share ideas, experiences and tips of how best to make it through exams and also be successful in practice.
If you need to correspond, please feel free to email me, call or SMS. My number is +260 96 6930260.
My email address is saboi@marketinginzambia.com.
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