CHED-Business Education–Industry Linkage

Renewal of Commitment for the promotion

of business education in the country
Trends and Updates in Marketing
Marketing Trend: More Science and More
Meaningful

1. Marketing with Science

2. Marketing with Meaning

Implications to Business Education

Trends and Updates in Marketing
Evolution of Marketing
E-Marketing
Permission
Marketing Advocacy
Experiential Marketing
Marketing
Micro- Relationship
Direct targeting. Marketing
Marketing 1:1 Marketing (Don
2004
Peppers and Martha
Rogers. 1997)
Mass Category
Customization Marketing
(Stanley Davis.
1987)
Market
segmentation
and niche
marketing (P.
Kotler)
 Meaningful

Evolution of Marketing Marketing

Marketing
3.0
E-Marketing
Permission
Marketing Advocacy
Experiential Marketing
Marketing
Micro- Relationship
Direct targeting. Marketing
Marketing 1:1 Marketing (Don
2004
Peppers and Martha
Rogers. 1997)
Mass Category
Customization Marketing
(Stanley Davis.
1987)
Market
segmentation
and niche
marketing (P.
Kotler)
 Values
Evolution of Marketing Marketing

Marketing
3.0
E-Marketing

Advocacy
Experiential Marketing
Marketing
Micro- Relationship
targeting. Marketing
1:1 Marketing (Don

LEGACY MARKETING
2004
Peppers and Martha
Rogers. 1997)
Mass Philip Kotler, Hermawan Category
Kartajaya
Customization Marketing
(Stanley Davis.
1987)
Market
segmentation
and niche
marketing (P.
Kotler)
 Values
Marketing
Evolution of Marketing
MARKETING WITH MEANING E-Marketing
Marketing
3.0

Advocacy
Experiential Marketing
Marketing

MARKETING WITH SCIENCE 1:1 Marketing (Don

Micro- Relationship
targeting. Marketing
2004
Peppers and Martha
Rogers. 1997)
Mass Category
Customization Marketing
(Stanley Davis.
1987)

MARKETING WITH FEELING

Market
segmentation
and niche
marketing (P.
Kotler)
 Values
Evolution of Marketing Marketing

Marketing
3.0
E-Marketing

Advocacy
Experiential Marketing
Marketing
Micro- Relationship
targeting. Marketing
1:1 Marketing (Don

MARKETING WITH SCIENCE

2004
Peppers and Martha
Rogers. 1997)
Mass Category
Customization Marketing
(Stanley Davis.
1987)
Market
segmentation
and niche
marketing (P.
Kotler)
Marketing with Science

9
Managing with Science

Revenge of the
Pain and Fame
Consumers

10
PAIN AND FAME

11
 Pain and Fame
Harrah’s Define Customers’ Pain Point

Calculated by plugging customer

attributes into a regression formula.

Result: It improved customer

satisfaction and loyalty – and of
making sure the right customers get
rewarded.
Source:
12 Ian Ayres. Super Crunchers. 2007
 Pain and Fame
Judging Baseball
Tradition: Experts eyeball
Talent
talent

Challenge: Define predictors of

performance and success.

Source:
15 Ian Ayres. Super Crunchers. 2007
 Pain and Fame
Judging Baseball
Talent

Runs Created = (Hits +

Walks) x Total Bases/ (At
Bats + Walks)

Source:
16 Ian Ayres. Super Crunchers. 2007
REVENGE OF CONSUMERS

17
 Revenge of
Consumers
Farecast A travel website that lets you
search for the lowest current
fare.

It predicts which way fares are

headed.

It lets consumers know that

they should hurry up or wait.

Source:
18 Ian Ayres. Super Crunchers. 2007
 Revenge of
Consumers
Dust Network Crunches data on the speed of
a half million commercial
vehicles to predict traffic jams.

Source:
20 Ian Ayres. Super Crunchers. 2007
 Revenge of
Ghani
Consumers Super Crunching to personalize
shopping experience further.

Source:
21 Ian Ayres. Super Crunchers. 2007
MANAGEMENT & GOVERNANCE

22
 Management/
4.1. Westpoint
Governance The Academy developed and
deployed a predictive model to
determine who among the
passers are more likely to
succeed in the Academy and in
the Military Service.

Source:
23 SPSS, Inc.
 Management/
Governance
CSB
A model to predict who among
applicants are more likely to
succeed and value add to the
organization and, at who.

Source:
24 Acre, Inc.
 Math Data

WHAT DRIVE THIS TREND?

30
  Science vs. Chance
1. Math  In numbers we trust!

Source:
31 SPSS, Inc.
  Close to 100 billion emails are
sent each day.
2. Data  Instant messaging generates 5
billion messages a day, or 274
terabytes a year.
 In healthcare, compliance records
will grow from 376 petabytes of
data in 2003 to 1,622 petabytes in
2006.

Source:
32 SPSS, Inc.
 Values
Evolution of Marketing Marketing

Marketing
3.0
E-Marketing

Advocacy
Experiential Marketing
Marketing
Micro- Relationship
targeting. Marketing
1:1 Marketing (Don

MARKETING WITH MEANING

2004
Peppers and Martha
Rogers. 1997)
Mass Category
Customization Marketing
(Stanley Davis.
1987)
Market
segmentation
and niche
marketing (P.
Kotler)
MARKETING WITH MEANING
Marketing with Meaning
• “When your marketing is meaningful, the
marketing itself adds value to people’s lives,
whether or not they immediately buy what
you’re selling.
Bob Glbreath, 2010
Hierarchy of Meaningful Marketing

Achievement
Help me improve myself,
my family, and the world

Connection
Create entertaining experiences
that I can share with others

Solution
Provide valuable information,
incentives, and services

Bob Glbreath, 2010

Legacy Marketing

Equity

Character

Feelings, Benefits, Attributes

Bob Glbreath, 2010

Hierarchy of Needs

Self-Actualization

Love/Belonging

Safety/Physiological

Bob Glbreath, 2010

Marketing with Meaning
• Co-relation between performance-driven sales
results and the application of the principles of
meaningful marketing becomes apparent only
over the long term.
Marketing with Meaning
Marketing with Meaning
Marketing with Meaning
Emergence of The Third Place

What is your 3rd place

?
Starbucks Home is
is my Third my First
Place Place.
Office is
my Second
Place.
The Starbucks Principle
The Starbucks Principle

My Third
Place is
Starbucks.
 The Starbucks Principle
• Home is a good thing. Home for the holidays. But home is
not the only thing. In fact, sometimes family closeness gets
just a little too close, especially during the holidays. After a
few days of togetherness — right about now, three days
after Christmas — many of us would probably welcome a
little time away from home.
That second place, home being the first place, is usually
work. At work we form friendships, socialize and spend a
considerable chunk of the week. It’s a place where we
practice our vocation and participate in a community of
colleagues. But home and work are not enough. Sometimes
we need to get away from work We need a third place.
Billy Coburn, “Cafés of community: the
Starbucks principle”
The Starbucks Principle
• No one understands this better than Howard
Schultz, founder and CEO of Starbucks. Schultz
founded Starbucks on the premise that Americans
are missing a third place in their lives — a place
that his coffeehouses can fill.

He understood that in America, as well as in Italy,

it’s not about coffee, it’s about connection. That’s
the Starbucks Principle. And for many, it seems to
be working.”
Billy Coburn, “Cafés of community: the
Starbucks principle”
Mall as the Third Place
Marketing with Meaning
 Wikipedia
• "Imagine a world in which every person on the
planet is given free access to the sum of all
human knowledge. That's what we are doing."
Jimmy Wales
Founder and President
Wikipedia
 Wikipedia
“Life affords no greater responsibility, no greater
privilege than the raising of the next
generation."
C. Everett Koop
Marketing with Meaning
O&CLP
O&CLP
Marketing with Meaning
Cebu Pacific Air
Cebu Pacific Air
 Values
Trends and Updates in Marketing Marketing

Marketing
3.0
E-Marketing

Advocacy
Experiential Marketing
Marketing
Micro- Relationship
targeting. Marketing
1:1 Marketing (Don

FINAL NOTES
2004
Peppers and Martha
Rogers. 1997)
Mass Category
Customization Marketing
(Stanley Davis.
1987)
Market
segmentation
and niche
marketing (P.
Kotler)
 Values
Implications to Business Education Marketing

Marketing
3.0
E-Marketing

Advocacy
Experiential Marketing
Marketing
Micro- Relationship
targeting. Marketing
1:1 Marketing (Don

FINAL NOTES
2004
Peppers and Martha
Rogers. 1997)
Mass Category
Customization Marketing
(Stanley Davis.
1987)
Market
segmentation
and niche
marketing (P.
Kotler)
60
 Values
Implications to Marketing Marketing

Marketing
3.0
E-Marketing

Advocacy
Experiential Marketing
Marketing
Micro- Relationship
targeting. Marketing
1:1 Marketing (Don
What does this mean for marketing Peppers and Martha
Rogers. 1997)
2004

and for corporate development?

Mass Category
Customization
Marketing
(Stanley Davis.
1987)
Market
segmentation
and niche
marketing (P.
Kotler)
 Values
Implications to Marketing Marketing

Marketing
3.0
“….Marketing should be an engine of growth and E-Marketing

profitability for the organization. It should link the

Advocacy
Experiential
insights from the market with the strategiesMarketing
Marketing of the
firm to drive the creation of value through Micro- Relationship
targeting. Marketing
1:1 Marketing (Don
developing relationships with
Peppers customers.
and Martha
2004
Rogers. 1997)
Marketing shouldMass create and buildCategory
leadership
Customization
brands that consumers
(Stanley Davis. love and itMarketing
should lead the
1987)
continued
Market transformation of the company.”
segmentation
and niche
marketing (P.
Kotler)
Yoram Wind, Wharton School, 2003
 Values
Implications to Business Education Marketing

Marketing
3.0
E-Marketing

Advocacy
Experiential Marketing
Marketing
Micro- Relationship
targeting. Marketing
1:1 Marketing (Don
What does this mean for business Peppers and Martha
Rogers. 1997)
2004

education? MassCategory
Customization
Marketing
(Stanley Davis.
1987)
Market
segmentation
and niche
marketing (P.
Kotler)
…BRINGING NEW DECISION
MAKING TOOLS INTO THE
CLASSROOM
Industry-Ready Graduates
• Computer literate
• Understands data-driven
decision making
• Knowledge of databases and
database environments
• Comfortable with data types
and analysis
Future Leaders
• Managerial mind
• Data-driven decision maker
 Future Leaders
• MAKER INSTINCT
• CLARITY
• DILEMMA FLIPPING
• IMMERSE LEARNING ABILITY
• BIO-EMPATHY
• CONSTRUCTIVE DEPOLARIZING
• QUIET TRANSPARENCY
• SMART MOB ORGANIZING
• COMMONS CREATING

Bob Johansen. Leaders Make the Future: Ten New Leadership Skills for an
Uncertain World. Berett-Koehler Publishers, Inc. San Francisco. 2009.
Jobs for Graduates
• Campaign management
• Online research
• Customer relationship
management
• Credit scoring/loans
• Customer retention/loyalty
• Fraud detection
• Quality control
Jobs for Graduates
• ISO/CMMI
• Basel II applications
• AMLA
• Insurance claims
• Management information
system
• Performance management
• Regulatory reporting
 Values
Implications to Business Education Marketing

Marketing
3.0
E-Marketing

Advocacy
Experiential Marketing
Marketing
Micro- Relationship
targeting. Marketing
1:1 Marketing (Don
2004
Peppers and Martha

Mass
THANK YOUCategory
Rogers. 1997)
Customization Marketing
(Stanley Davis.
1987)
Market
segmentation
and niche
marketing (P.
Kotler)