In a slight divergence from the posts published to date, I thought it might be an interesting experiment if I presented elements of a small project I have been working and thinking on recently. The project is about the marketing of software - specifically the small scale applications - Apps - that run on a smart phone. There are products, there are brands, there are customers and so there are markets.
First element of an essay on this topic to follow shortly.
Showing posts with label market research. Show all posts
Showing posts with label market research. Show all posts
Tuesday, 1 February 2011
Friday, 3 December 2010
Marketing data - visualisation and interpretation
When I find myself discussing what contemporary students are better or worse at than their forebears, one topic that crops up regularly is the ability to comprehend and manipulate numerical data – maths and stats related skills. It is a matter of deep regret to me that the curriculum across the UK Business School sector is becoming more and more a-numerate year on year as students [and staff!] become more innumerate. Foreign students regularly express their surprise at the low level of ability of even the very best UK students.
One of the ways this impacts on the teaching and learning of marketing related topics is the way in which you present and discuss data. Enter stage-left a new hero of mine. David McCandless describes himself as a data journalist and information designer. What that means is that he takes often complex and large sets of numerical data, and thinks of clever ways to present them in graphical form – so that they can be understood, comprehended and interpreted at an at least surface level.
You may have seen David’s work on a printed newspaper page or more likely on the equivalent website. One he did a while back was about the amount of oil being spilled in the gulf by BP in comparison to other oil leaks – that one went viral. Many of these representations are relevant to marketing activities, but let us just pick a couple of examples.
1. World Map of Touristyness: Map of Touristyness . This map takes file tags from a photo sharing site and compiles them with geographical co-ordinates to show where tourists go – or at least where they take their photos!
2. The colours used in products, packaging and advertising is very heavily culture dependent. This wheel compares and contrasts social/cultural perceptions of colours around the world: Colours in Cultures
3. There are a great many types/brand of carbonated beverage available. So how many companies actually manufacture and market them? It might be a fewer than you think: Soft Drinks - note the link at the bottom for zooming/exploring
4. Finally for now – places and people are different. Every country is the best/most prominent for something. Here is a not completely serious visualisation of that: Every Country is the Best at Something
Seeing as David has so kindly presented us with these free toys, we should return the favour! He has a very interesting looking book, and I'm sure I'll pick up a copy sooner or later: Information is Beautiful
Why do overseas students study marketing in the UK?
OK I've been thinking again. Yes, I know I should probably give it up. Anyhow, this time it was about why a lot of students from other countries come to the UK to study marketing. Here is what I came up with. However, I would be very, very (I mean very) interested in the views of marketing students about this. In a sense, I am using this blog to do a little market research. So there you are, real marketing in action at the Marketing: An Introduction blog spot.
1. My feeling is that overseas students want and expect a traditional UK educational experience. They probably need frequent/daily contact with peers and tutors throughout the year in order to feel properly part of the institution and the British educational culture (which they value). They are NOT just here for the qualification, as some people seem to think. They want much more than JUST the qualification.
2. In general, more work-experience integrated into the programmes is a good thing (within reason). However, not all students will want it, so should internships be optional rather than compulsory?
3. The CIM is the premier professional body, and business schools need to stay close to them. Other professional bodies may be desirable, but are less valuable. The key professional bodies, other than CIM, are IDM, DMA and MRS. (Are they? Do students care about professional bodies at all?)
4. There is a limited range of programme titles that will attract substantial student numbers. We mustn't try to get cute by using innovative programme titles - the students will just not come. Students want programme titles that give a sense of authority, not programme titles that reflect the latest fad.
5. Presumably WOM [sorry, word-of-mouth] - by which these days I mean largely social media - is just going to become more important. If a student is having a bad time, then friends at school back home will hear about it. Not long ago, this was not the case. This has important ramifications.
6. Overseas students come here because it's Britain/a major city/English-speaking and a reputable educational institution. They like qualifications that combine marketing and management. They want to experience a proper UK education; they want to respect their tutors for their expertise, wisdom and kindness. They want to be treated well, and have problems resolved swiftly. Yes, they want some preparation for work, but they don't actually want a highly vocational training-like programme - that doesn't conform to their idea of a traditional UK university education. They want a nice combination of the intellectual and the practical. They want to feel educated, that their horizons were widened by their time at a British university. Obviously they want employment-relevant stuff as well - but NOT only that stuff.
1. My feeling is that overseas students want and expect a traditional UK educational experience. They probably need frequent/daily contact with peers and tutors throughout the year in order to feel properly part of the institution and the British educational culture (which they value). They are NOT just here for the qualification, as some people seem to think. They want much more than JUST the qualification.
2. In general, more work-experience integrated into the programmes is a good thing (within reason). However, not all students will want it, so should internships be optional rather than compulsory?
3. The CIM is the premier professional body, and business schools need to stay close to them. Other professional bodies may be desirable, but are less valuable. The key professional bodies, other than CIM, are IDM, DMA and MRS. (Are they? Do students care about professional bodies at all?)
4. There is a limited range of programme titles that will attract substantial student numbers. We mustn't try to get cute by using innovative programme titles - the students will just not come. Students want programme titles that give a sense of authority, not programme titles that reflect the latest fad.
5. Presumably WOM [sorry, word-of-mouth] - by which these days I mean largely social media - is just going to become more important. If a student is having a bad time, then friends at school back home will hear about it. Not long ago, this was not the case. This has important ramifications.
6. Overseas students come here because it's Britain/a major city/English-speaking and a reputable educational institution. They like qualifications that combine marketing and management. They want to experience a proper UK education; they want to respect their tutors for their expertise, wisdom and kindness. They want to be treated well, and have problems resolved swiftly. Yes, they want some preparation for work, but they don't actually want a highly vocational training-like programme - that doesn't conform to their idea of a traditional UK university education. They want a nice combination of the intellectual and the practical. They want to feel educated, that their horizons were widened by their time at a British university. Obviously they want employment-relevant stuff as well - but NOT only that stuff.
Subscribe to:
Posts (Atom)