Personal Blog

We were assigned to do a group project on creating the marketing communication plan for Mark and Spenser. The groups were consisting of 7 members with different nationalities. However, the differences in nationalities seemed not to create any big problems in working as a team. We never had any major issues or problems. We only got some minor issues, which can be talked to make it clear. Everyone in the group was helping with their great effort. We were assigned to do the different parts of work according to our experiences. We talked together as a group when there were any problems.

            The tasks are allocated according to our knowledge and strength. For example, someone who was good at graphic design, she was assigned to design the logo, the website and the art works. There were two members who were good at Mathematics and analysis. They were responsible for the budget control and analysis part. Two members were assigned on the research part. And, two members were mainly responsible for the creative idea. Overall, we had each other deciding on several topics such as the creative idea and activities. We usually assigned a member with a particular task and then come to talk about the assignment on the next meeting. We got a regular meeting on every week.   

            However, there are some challenges. Firstly, due to the differences in nationalities, some members had difficulties in communicate in English, especially in some artistic ideas. There were three members who came from Thailand, including me. It was quite hard in order to explain the artistic idea in English. However, the groups were willing to understand what we would like to explain. They tried their best in understanding us. Also, we used the visual presentation to show the idea and better explain the idea. Secondly, our group was a little bit slow in the work progress. The work seemed not to progress much in each meeting. However, we were trying to make it on time. We used Facebook group in order to communicate when the members were at home. 

            For me, I personally had to adapt my work pattern to match with other members. I usually like to work alone by dividing the work into several different parts. And, members will be wholly responsible for those assigned parts. However, in this group, members needed to decide the several topics as the group agreement. It was quite a good way of working because by deciding as a group, it came up with different opinions from different people. It could yield to a better decision. The way that I went to achieve it is to come to the meeting regularly. In doing so, I could listen to different opinion and be able to make a better decision.  

            This project taught me several things. The most important one was how to work with people from different nationalities and culture. I came from Thailand and I did not had much opportunities to work with people from different backgrounds. It was good for my future module and career. In the second semester, there will be several subjects with group assignments. I would be better to cope with several people. In addition, it was a great opportunity for my future career if I work with foreigners. 

How to Prepare Myself for a Marketing Job?

  1. Drawing upon these key marketing themes and your study of marketing job opportunities that we carried out in class, discuss how you can best prepare yourself for a career in marketing

The module gives me a lot of things as employability skills. The course not only provides the theoretical lesson, but also provides the practicable lesson. As my previous experience from my Bachelor’s degree, I learnt a lot about the theories but I did not have a chance to apply them into skills.

The first thing that I get from the class is to being present in an online world. This is a good opportunity to differentiate you from other candidates especially in a digital marketing field. Having a good online profile can indicate that you have some skills to be able to effectively communicate with an online world. It is like a proof to your claim. Lisa, the lecturer of ‘Managing Marketing in the 21st century’ class, suggested us to try searching our name in the Google and see what happen. It is not only important that your name appears on Google, but also it is important to have a good content about yourself. After that class, the first thing I do is searching my name on Google and try to look for an improvement.

                            Secondly, in order to be a good online marketer, you have to be proactive, confident and flexible in adopting using several technologies in personal, academic and personal purpose. It is to try to learn new things or new tools. In the class, I learn about new programs, software, websites and tools, for example Salesforce, Buzz stream, Optify, etc. in almost every class. Also, the lecturer allows us to compare and contrast each several tools. We should be familiar with these kinds of tools prior to getting the job, so that we could say that we have technological skills. I have no work experience before and now I know that I should study more about the new technologies that are widely used in an organization. As we are in the 21st century, as cited in Harrigan and Hulbert, 2011, p.261. “There is no point in us employing a graduate who knows all the marketing principles but hasn’t got the knowledge of the technology to put them into practice.” It stated the importance of practical skills as employability skills.

           Thirdly, communication skills are also important for a marketer. It includes interacting with others for networking, team building, project management purposes, working in a group, etc. These skills are essential in this nature of environment or we are in an ‘always on’ environment. It means that we have to interact with people, colleagues, customers, and employers all the time both in face-to-face conversation and online interaction. In doing so, interpersonal skills are also crucial. Interpersonal skills could involve exchanging thoughts and ideas with others, listening to others opinion, be able to identify differences in personalities and cultures, working on team while focusing on objectives, etc. These skills are taught through out the module. The lecturers give us opportunities to work in a group with the person we have never met or come from different cultures and background. We are allowed to express, discuss and listen to the different ideas freely.

 

References:

Harrigan, P. and Hulbert, B. (2011) ‘How Can Marketing Academics Serve Marketing Practice? The New Marketing DNA as a Model for Marketing Education’,Journal of Marketing Education, 33(3), pp. 253–272.

The Key Learning Points

  1. Summarise your key learning points from this module, highlighting which aspects have most interested you and why. In doing so, you should critically evaluate ‘Marketing’ as presented in the ‘New DNA of Marketing’ with your prior understanding of Marketing.

  The first interesting topic is about the Social Customer Relationship Management presented by Dr. Paul Harrigan. I am interested in this topic because it is so practical in this 21st century and CRM is important in marketing. Social CRM is to build customer relationship in an online world by using several tools. It will stimulate the interaction between the company and its customers more effectively. It is a dynamic communication and sharing and exchanging of information will be faster. The traditional CRM and Social CRM are different in several ways. In Social CRM, everyone will get involved with the process, unlike the traditional CRM. SCRM creates the interaction between person-to-person not just transactions from person to person.

To make a clearer picture of the differences between CRM and SCRM, Morgan (2010) explained with the following picture.

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The SCRM tools could be the social media; Facebook, Twitter, Youtube, etc. This topic also links with the new marketing DNA concept. “CRM has been around for a long time in our organization, but I suppose now it’s becoming a more central part of our marketing decision making” (Harrigan and Hulbert, 2011, p.262). The journal stated the importance of CRM in today’s world. However, just CRM is not enough because the world is moving all the time. Technology has becoming essential in the marketing role. The practical example could be the use of social media such as Facebook and Twitter. These tools created a two-way interactive marketing communication (Harrigan and Hulbert, 2011, p.254).

As presented in Harrigan and Hulbert’s article, the concept of new marketing DNA involves more about the online integrated marketing communication meaning that under the new marketing DNA, SCRM should be considerate in practicing customer relationship management.

I was graduated from a university in Thailand. My marketing core courses are very theoretical, for example consumer behavior, retail management, strategic management, etc. There are no courses that linked to the digital marketing at all. After finish reading Harrigan and Hulbert’s journal, I could see the importance of digital literacy as today employability skills. These skills are what the employers looking for as a new marketing DNA in the 21st century.

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Another interesting topic is Search Engine Optimization or SEO presented by George Georgiev. I found that this topic is useful for commercialization the products, brand, service online. In my opinion, if the company has a really good product, but it failed commercialize it online, it becomes useless. SEO is important in the sense that it can establish and develop the website to be in the top list of the search engine or the traffic with no cost. The presentation shows several tools and technique that are used to develop in building this traffic. There are two ways in developing SEO; on-site optimization and off-site optimization. Technical optimization is under the on-site. It is to make your website easy to navigate.  Key word research is to identify volume, traffic and competition in a particular key word. Copy-writing job is to create an interesting content in order to grab the reader attention. Link building is used in gaining the link visibility or gaining the traffic. Backlink analysis is used to identify the link quality and context. The lecturer had demonstrated several tools in building up the SEO. They are so new to me.

            Simple communication tools and ready to serve customers at any point in time are the benefits of using online marketing communication (Harrigan and Hulbert, 2011, p.263). This indicates the new role of technology in a marketing world and SEO could help in developing the digital marketing communication.

 

References:

Harrigan, P. and Hulbert, B. (2011) ‘How Can Marketing Academics Serve Marketing Practice? The New Marketing DNA as a Model for Marketing Education’,Journal of Marketing Education, 33(3), pp. 253–272.

Morgan, J. (2010) Evolution of CRM to SCRM [Online]. Available at http://www.socialmediaexaminer.com/what-is-social-crm/ (Accessed: 11 November 2012).

Challenges and Opportunities from the course

  1. Discuss the challenges and opportunities that you have identified so far with your programme. Explain how you will address the challenges and make the most of the opportunities presented. 

I am freshly graduated from my Bachelor’s degree last August. I continue my master’s degree right away in September. This is one of my challenges with the programme. Most students in class are well educated and have many years of work experience. Some come from marketing field experience. Normally, the class is about to discuss about a particular topic. The lecturers are trying to push us to give some experience, idea or the discussion. The problem for me is that I have no work experience at all and do not know what to discuss about. Some topics are about how to get the job via Linkedin or making your online present. I am not familiar with those topics because I did not have a chance to find a real job yet. In addition, I cannot imagine how important it is when to get the real job. To solve this problem, I try to listen to the discussion as much as possible. I know many important things that I need to do in order to find a job in digital marketing field, for example having a connection, being present in an online world, developing new contacts, tracking and commenting on the blogposts of key contributors, keeping in touch, real time, with project participants, etc. They are something that I have never done before. I am always online but I only chat with friend. I did not do something to stimulate my online present.

The second challenge might be about the cultural difference. I am Thai and normally we are quite shy. I do not like to be standing out in the crowd. We are shy to express the opinion and especially the different opinion. It is like an Asian culture. To solve this challenge, I find myself more comfortable to discuss in a smaller group. Usually, the lecturer will ask for an opinion in a whole room and the lecturer will find it disappointing when the class keeps quiet. I think the cultural difference could be one of the causes.

The programm gives me lots of opportunities to improve my skills, especially the digital marketing skills. There is a Digital Champion, which allows students to operate in the project. I went to the first lecture of Digital Chamption program. It was like an introduction of how important of your online profile effect you as an employee. This is what I have never known before. I think it is a very good project. It allows us to apply our lesson in theory into a practicable lesson. Additionally, it could build up our work profile by attending the project. It helps us in differentiating our profile from other candidates. On the 7th of November 2012, there was an event called “Social Media for Researchers”. I went to the event and it was really good. The lecturer showed some websites and tools that are widely used for researching. I think I could use those sources in my future dissertation. In the future, I plan to join more events because I could gain more knowledge that is not available in the classroom. Also, the events are all free! I can learn several things without paying just a penny! I felt so sorry that I missed several digital marketing events. By doing so, I could gain more marketing experience that I have never had.

In addition, the Marketing in the 21st century is a virtual class. I am studying in Digital Marketing programm and I really use the digital tools. There is one class that students allow to have a chance in using several digital tools. Lisa has invited Dr Paul Harrigan, a guess speaker, to talk about social customer relationship management via Skype. It is the experience that I have never met before. We use Google Doc in class to share our examples and discussion. I think it is very effective way of learning as a real digital marketing student.

Skype in the class room!

Hello World!

My name is Sucheera Seenumpetch. I am currently studying in MSc Digital Marketing at University of Southampton, United Kingdom.

This blog is one of my assignments from Managing Marketing in the 21st Century.

I will add more blog posts regrading to my Digital Marketing Class.

Stay Tune! :)