The new marketing DNA, with Paul Harrigan, Maria Jose Serres and Natasha Allden

1. Developing a new Marketing DNA Paul Harrigan, Lisa Harris, Maria Jose Serres, Natasha Allden

2. Natasha Allden MSc Digital Marketing student. E-Commerce Project Manager. SharePoint MI Consultant. E-Recruitment business owner and e-enthusiast. Presenters Paul Harrigan Lisa Harris Lecturer in Marketing Programme Director for the BSc in International Marketing Research on impact of technology on marketing curriculum Current research project investigating use of Web 2.0 (e.g. social networks, blogs, web analytics) technologies on customer relationships in marketing Teaches Digital Marketing at the University of Southampton Programme Director for the MSc in Digital Marketing. Qualified e-tutor for the University of Liverpool online MBA. Currently developing workshops encouraging the growth of digital presence for career or business development. María José Serres MSc Digital Marketing student, IT Engineer. Marketing Manager of an IT Company in Uruguay. Social Media enthusiastic, geek and tech addict.

5. DiscussionThe student perspective: María José Serres and Natasha Allden Summary

6. Up-to-date subjectknowledge and skills

7. Background At Southampton our research has focused on how technology is driving marketing theory and practice

8. Major themes in Marketing practice today:

9. In academia... Is marketing theory, and education, reflecting this dominance of technology? We are not sure that it is. Where is focused research on these phenomena? customer insight social networks web analytics search engine marketing These are the areas in which marketing graduates need to be skilled

10. Web advertising grows from smallest to largest in 6 years £ millions TV Advertising Web Advertising Press Display Direct Mail Press Classified Outdoor Radio source: IAB (2010) PricewaterhouseCoopers / Internet Advertising Bureau / Advertising Association / Radio Advertising Bureau / WARC , March. N.B. WARC Recruitment data included from 2003

11. Sources: Our own qualitative research plus www.prospects.ac.uk, IAB Report (2007), Guardian Report (2008), Internet world stats, Inside Careers: Specialist in Graduate Careers Statistics

12. Statistics 592,000 530,000 216,000 17,000marketing students graduated last year Sources: Our own qualitative research plus www.prospects.ac.uk, IAB Report (2007), Guardian Report (2008), Internet world stats, Inside Careers: Specialist in Graduate Careers

13. Research Talking to marketing practitioners/academics in UK 2008-2010 Design DNA model Talking to marketing practitioners/ academics in USA, France and UK Refining DNA model Test DNA model by survey – among marketing practitioners in USA, France, UK, Australia and Holland Report findings from talking to marketing practitioners 2010-2011 Today

14. Old ‘DNA of Marketing’

15. Findings....Marketing ‘For us, marketing begins during production. It’s not about ‘selling’ as such – it’s about involving the customer from the off’ ‘I think technology has just given marketing the ability to do what it always sought to – understand customers and make business easier’ Marketing education… ‘We are a big fan of employing graduates but unfortunately we aren’t seeing the skills we need in marketing graduates – we’re employing a lot of stats and IT graduates to do our marketing roles’. ‘For us, marketing begins during production. It’s not about ‘selling’ as such – it’s about involving the customer from the off’ ‘I think technology has just given marketing the ability to do what it always sought to – understand customers and make business easier’ Marketing education… ‘We are a big fan of employing graduates but unfortunately we aren’t seeing the skills we need in marketing graduates – we’re employing a lot of stats and IT graduates to do our marketing roles’.

17. ‘We track everything a customer does. Yes, that’s to make sure they have a good experience with us, but it’s also to make sure we know everything we can about them to make and save us money in the future!’

18. ‘The Internet has opened up the whole area of managing the customer experience across channels, and it isn’t easy’Findings... Customer-led Marketing

20. ‘The best way to compete and to make the most money is to build a mutually-beneficial relationship with customers over the long-term. That way you can react to what they want quicker’.

21. ‘Part of our marketing strategy is to work out the value of our different customers and market to them accordingly’.

24. ‘In our business it’s all about the long-term. We just have to track every contact a customer has with us. Technology has helped us to do that and bring it all together. Of course, it’s not perfect, but we know that any slip ups and the customer will feel let down’.

26. We got some advice on how to make our online presence more ‘social’ and how important that is, and we’re currently thinking about where to go on that’.

28. Research Outputs - Curriculum

29. Research Outputs - Curriculum

30. Research Outputs - Curriculum

31. Research Outputs - Curriculum

32. Research Outputs - Curriculum

33. Excellent personal and communication skills

34. 21st Century Careers (JISC, 2009) Competition for employment in a global knowledge economy Increased levels of self-employment and portfolio working Growth of multi-disciplinary teams focused on specific tasks whose members might be physically located anywhere in the world Life within a networked society Blurring of boundaries between ‘real’ and ‘virtual’, public and private Increasingly ubiquitous use of digital technologies.

35. Employability skills Employers are seeking high level skills of communication and networking in their potential employees Today’s students are amenable to the increased use of technology for educational purposes, but the extent of their skills is very variable (Jones and Cross, 2009). It has been recommended that universities rethink their learning environment to improve digital literacy, among both staff and students (JISC Report, 2009). Online activities can facilitate a higher level of student participation, creativity and engagement that better meets the needs of employers

36. Graduate Passport Scheme

38. “The active management of online activities such as collaboration, networking , reviewing, content creation and curation in order to “stand out from the crowd” in today’s job market”www.lisaharrismarketing.com www.delicious.com/lisaharris1 www.twitter.com/lisaharris www.slideshare.net/lisaharris www.uk.linkedin.com/in/lisajaneharris

39. Classmates Friends Family Teachers Experts Coworkers Contacts Video Conferencing Evaluating Resources Locating Experts Microbloging Scholarly Works “Life-wide” and “life-long” learning Synchronous Communication Information Management Library/Texts Instant Messaging Mobile Texting Open CourseWare Subscriptions readers RSS Social Networks Blogs Wikis Social Bookmarking Podcasts Wendy Drexler (2008)

40. Southampton PLE Initiatives Undergraduate Digital Marketing module – development of online communities by student groups using blogs, Twitter, YouTube and Facebook (from 2008, assessed by oral presentation) Digital Presence Workshops for staff and students from 2009 Student blogs to support personal tutor/tutee relationship from 2009 Integration into Introduction to Marketing and Digital Marketing Communications modules from Sept 2010 Blog, Delicious, Netvibes

41. Potential scope of the PLE

42. A student perspective María José Serres – Natasha Allden

43. María José Serres http://www.tinyurl.com/mjserres

44. María José Serres

45. María José Serres

46. Blogs – A Tool for Learning Ideas Amalgamation Sharing Exploring Integrating Natasha Allden http://www.efolio.soton.ac.uk/blog/na4g10/

47. Blogs – A Career Gateway Showcase History Future Networking An Ongoing Story Natasha Allden http://ebusinessjourney.wordpress.com/

48. #PLE_SOU

49. Thank you! Paul Harrigan Lisa Harris paul.harrigan@soton.ac.ukl.j.harris@soton.ac.uk