By noting that distribution is the 'poor cousin' of the marketing mix I have highlighted how important it is at a strategic level and as part of the integrated marketing mix. The theme of the strategic importance of distribution is carried over

Advertising

Oct 19th, 2009 3m 20s

The thrust of this podcast is to ensure students clearly understand the difference and relationship between advertising and media. Also, by implication the value an growth of new media in terms of communication. Furthermore students are reminde

Sales promotion

Oct 19th, 2009 3m 10s

As with other podcasts that discuss communications this is rather a short one but nevertheless one, which highlights the use of sales promotion as a tactical rather than strategic tool. However the possibility that sales promotion could become

Personal selling and sales management

Oct 19th, 2009 8m 40s

This Podcast illustrates the link between personal selling, building relationships with customers and CRM. The point is made that training manuals and textbook theory does not necessarily work and that sometimes gut instinct is better at buildi

Pricing strategies

Oct 19th, 2009 3m 19s

While emphasis is placed on factors that determine pricing strategies such as psychological pricing and pricing against competitors and in the context of corporate objectives the listener is encouraged to consider how external factors can have

Pricing, context and concepts

Oct 19th, 2009 6m 6s

This Podcast brings the concept of pricing firmly into the realms of current economic conditions. It illustrates that in uncertain times the context in which pricing decisions are made are subject to circumstances that are beyond the control of

Strategic Marketing

Oct 19th, 2009 10m 26s

This is a straightforward Podcast that reviews environmental analysis (AUDIT) and how it impacts on the strategic direction an organisation might take. Essentially it is about; Where are we now? Where do we want to be? How are we going to get t

Integrated marketing communication

Oct 19th, 2009 2m 53s

By reference to the Shannon-Weaver communications model the podcast illustrates the importance of integrated communications at both a strategic and tactical level. You will be able to empathise with some of the points made at a practical level

Direct marketing and exhibitions

Oct 19th, 2009 13m 10s

This is an interesting Podcast in the sense that the interviewee, Nicola Shann was able to illustrate the effectiveness of exhibitions as a communication tool and e-mail as an effective method of direct marketing. Be aware of the specialist nat

New product development

Jan 26th, 2009 10m 24s

Most textbooks offer a fairly standard version of the new product development process. This Podcast seeks to establish how closely industry adheres to the process. The Podcast features an interview with the Brand Innovation Manager from Warburt

Marketing planning, management and control

Jan 19th, 2009 4m 8s

This Podcast focuses on the debate between formal and informal planning, in order to take a different approach to the textbooks, which focus on formal planning. It is particularly relevant in the context of the current ever-changing business en

Public relations and sponsorship

Jan 12th, 2009 3m 33s

This Podcast emphasises sponsorship but in the context of public relations. As a student you are much more likely to be aware of sponsorship as a communications tool than PR. You are encouraged to be more aware of sponsorship and critically the

Product management

Dec 15th, 2008 3m 18s

This Podcasts is a practical illustration of the application of Product life Cycle theory (PLC). You can take the Jaguar example as the basis of your understanding of product management through the life cycle but with the intension of ensuring

Anatomy of a product

Dec 8th, 2008 5m 48s

The focus of this Podcast is on the importance of branding to the building of a product and how the brand communicates product attributes and by implication how we almost come to expect certain brand values when we buy into the brand. These dis

Consumer Behaviour

Dec 1st, 2008 26m 56s

This Podcast features Dr Fiona Cheetham whose research interests are in the social/cultural aspects of consumer behaviour and two third year students one from the UK (Rachel) the other from the USA (Samantha). Dr Cheetham takes an academic pers

Retailers and Wholesalers

Nov 24th, 2008 20m 37s

The theme of this Podcast is a discussion on how closely theory is to practice. The first part features an interview with Professor Andrew Newman for Salford Business School who is a Retail Guru. As well as discussing some of the key issues for

Marketing Dynamics

Nov 17th, 2008 12m 57s

This is a Podcast based on the marketing concept/orientation. Its starting point is the Levitt view that in order to understand and meet the needs and wants of customers organisations need to understand the industry they are situated in. His fa

E-marketing and new media

Nov 10th, 2008 12m 47s

Another podcast with Bill Daring who works in the e-Marketing business. Bill provides an insight into how e-Marketing has evolved since he started his business in 1995. He explains how Web 2.0 is a step beyond the opriginal web (Web 1) and expl

Marketing information and research

Nov 3rd, 2008 8m 11s

This Podcast is designed to illustrate the importance of secondary research and its contribution to business decision-making. People tend to be aware of sources of secondary data but not how to use it and importantly the contribution it makes t

Business-to-business Marketing

Oct 27th, 2008 12m 9s

This is a Podcast with Bill Daring an experienced b2b marketer. He is very good at illustrating the importance of understanding the buying behaviour of the final consumer and thus demonstrating the relevance of derived demand operating at a pra

Services and non-profit marketing

Oct 20th, 2008 14m 27s

The textbook focuses on the characteristics of services and how companies to deliver addition value through service, therefore creating added value to the product, apply the extended marketing mix. This Podcast focuses very much on the way prod