Session 1 - Introduction to Marketing

What is Marketing?

http://dictionary.reference.com/browse/marketing

Dictionary.com defines marketing as:

"1. the act of buying or selling in a market.
2. the total of activities involved in the transfer of goods from the producer or seller to the consumer or buyer, including advertising, shipping, storing, and selling."

Here is another definition:
http://www.businessdictionary.com/definition/marketing.html


Creating a marketing plan

Before you decide what marketing materials you need, you should devise a marketing plan so that the materials that you produce will meet your organisation's marketing requirements.

Marketing campaign examples

Coca Cola


Watch the Coca Cola "Share a Coke" campaign video
https://www.youtube.com/watch?v=2X8Bd3-G6IU



What do you think? Was it a clever idea? Did it work? Did it meet the objectives?

Dumb Ways To Die

http://mccann.com.au/project/dumb-ways-to-die/

http://www.dumbwaystodie.com/

Discussion

Can you think of a marketing campaign that you thought was well done and/or clever?

Here are a few more examples of some good and not so good marketing plans!

https://www.crucial.com.au/blog/2016/01/22/top-5-best-vs-worst-australian-marketing-campaigns/

Why develop a marketing plan

Read the following article

https://www.business.gov.au/info/plan-and-start/develop-your-business-plans/marketing/why-do-i-need-a-marketing-plan


You need to have a marketing plan so that you can create and develop marketing and promotional material that will reach your target audience and achieve the required goals and objectives.

https://www.business.gov.au/Info/Plan-and-Start/Develop-your-business-plans/Marketing/Positioning-your-business

Discussion

Do libraries need a marketing plan?

Why/Why Not?

Class Activity

Think about a public library, perhaps your local library.

What products or services are they "selling"?

What is their "market"?

How do they distribute those products and/or services?


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