forumforfuturemarketing

Students of the seminar „Integrated Marketing Communication“ researched eight marketing approaches:

• Promotion (Market Communication)
• Crossmedia Marketing
• Corporate Communication and Stakeholder Dialogue
• Customer Relationship Marketing
• Social Media
• Crowdsourcing
• Social Local Mobile Communication
• Mobile Marketing

Based on these results, the students developed a matrix which makes the invisible hand visible.

The e-Book shows the results of this research. It is a first new step with a new approach in method and must be further researched to find a valid method, how professional communication is used in future within marketing.

e-book3-social_media_marketing_2012

There are many concepts of marketing which are spawned by the Internet and its diverse applications. Some concepts are emerge from technically focused applications such as cross media marketing, some are focused in more strategic applications such as integrated marketing communication (IMC). Marketing is a process which depends on technical, economical and social progresses. A part of this process is the development of technology in general and in particular the development of technology in communication and digital media. Another aspect that we have to take into account is the fundamental importance of values in social relationships and the challenges which come from the discussion about globalization, the shortage of resources, global justice and the responsibility for living conditions of future generations. Beginning with a consideration of the evolution of marketing the following thesis will be researched and discussed in the seminar:

ForumforfutureMarketing – Marketing of Sustainable Leaders

Introduction:

The evolutions of marketing goes on: Marketing is a process which depends on technical, economical and social progresses. A part of this process is the development of technology in general and in particular the development of technology in communication and digital media. Another aspect that we have to take into account is the fundamental importance of values in social relationships and the challenges which come from the discussion about globalization, the shortage of resources, global justice and the responsibility for living conditions of future generations. Based on the research and discussion of the following thesis a frame for future marketing was developed:

As a result of our research we came up with a symbol: the six faces of a cube show the current developement in marketing. In the attached document you will find the outline for this concept. cube360marketing

Marketing is coming to its next level. A lot of things have changed in marketing as online-marketing, customer relationship marketing, social computing or marketing with games and Second Life. Experts in theory and practice are questing for new concepts and tools to manage the new marketing world of tomorrow by now.  It’s a change to a new paradigm like it happened when Mr. Fusbery broke the rules of high jump with the new approach of jumping backwards.
What is the challenge?
The change of thinking could be shown with the help of a cartoon:  The way of old economy marketing could be understood as thinking in one direction: goods are produced, service is delivered, communication channels are used in the direction to target segments. This linear thinking leads to the result which is shown in the cartoon.

In the download you will find the instruction how to use the mediasimulator. Please give scores regarding different aspect of the mediasimulator.

mediasimulator.pdf

In the winter term 2008 a team of ten students evaluated 360° marketing campaigns. It was a team of tutors and members of association of students named „Marketing zwischen Theory und Praxis“ (MTP). The upload can be found in the category Campaign Analysis. Please send a mail to moedinger@360marketing.eu to get admission.

Welcome to the 360° Marketing Master Seminar SS09. The master seminar is based on the knowledge and results which have been achieved in the last seminars and tutorials. Please have a look to the starterkit2009.doc

In this category you will find more information about Prof. Dr. Wilfried  Mödinger.