![]() ![]() The second half of the course switches to tactics, looking at distribution, product, pricing, integrated marketing communications and brand. Tactics without strategy is the noise before defeat” Sun Tzu “Strategy without tactics is the slowest route to victory. Positioning focusses on the perceptions of the prospect not on the reality of the brand.” Al Ries and Jack Trout Positioning compensates for our over-communicated society by using an over-simplified message to cut through the clutter and get into the mind. It’s how you differentiate your brand in the mind. ![]() “Positioning is not what you do to the product it’s what you do to the mind of the prospect. □ Soundtrack: ‘Pick A Part That’s New’, by Stereophonics “The essence of strategy is choosing what not to do” Michael Porter □ Soundtrack: ‘You’re the One’, by The Vogues It is an analytical process driven by customer needs, which helps maximise resources, emphasises business strengths over competitors, and enables more effective and better targeted marketing programs to be developed.” Sally Dibb “Market segmentation has been described as the cornerstone of modern marketing. □ Soundtrack: ‘It’s Not About You’, by Scouting For Girls Go to the jungle.” AG Lafley (on ethnographic research and understanding customers) “If you want to understand how a lion hunts, don’t go to the zoo. □ Soundtrack: ‘Human Behaviour’, by Björk It is the whole business seen from the point of view of its final result, that is, from the customer’s point of view.” Peter Drucker “Marketing is not only much broader than selling it is not a specialized activity at all. If you like your words in complete sentences, there’s also a favourite quote from each module, and a suggested soundtrack for those who like to whistle while they work! Module 1: Market orientation ![]() I’ve left out any further commentary to let the maps speak for themselves. These six maps come from the strategically-focussed first half of the course, starting from market orientation and research, through the holy trinity of segmentation, targeting and positioning and out the other side to the marketing strategy itself. They may be of interest to past, current or future learners in the course, or indeed for anyone refreshing their knowledge of marketing core concepts. Mark’s lectures were engagingly delivered and tightly structured, which always helps in creating clearer mind-mapped notes. The course is a popular 12-module program for marketing grown-ups, with a lively LinkedIn community which connects learners across dozens of countries around the world. On a mission to refresh and sharpen my mapping and marketing skills, I drew and shared the six maps below in the last months of 2020, whilst studying the Marketing Week Mini MBA with Mark Ritson. Text-light and concept-rich, they help to compare understanding and kick off conversations that dense pages of linear notes do not. These days, however, there is more openness to alternative learning and revision methods, and I’ve seen huge benefits in sharing maps with others. When I did, they were often met with a raised eyebrow or an indulgent smile (“how creative!”). Many of my attempts were awkward and self-conscious, so I rarely showed them to others. The methodology forced me to dig into ideas and questions more deeply, and left a visual record to re-visit when exams loomed. Whilst I was still working out the basics of mind mapping techniques, I experimented with mapping books, themes and topics for school and university subjects. trinity in the old testament and new testament 聖三在舊約與新約 10.When I started mind mapping in the 1990’s, one of the first and most practical uses I found was for learning and absorbing information. perihoresis, god is the perfect emptiness ,共滲共透上帝是完美空性 5. god exists not as power but as person 上帝存在並非以權柄而是以位格 2.4. this is the highest way to live 這是存在的最高境界 1.4. Collect 10-12 suggestions from the students and. Then do a class brainstorm in English of possible ideas to add to the mind map using the chat box. Ask the class to suggest one topic to use on the mind map using hands up and mic/video rights. not like my father ,who was NOT father, but become father because of his marriage and after my birth 不是像我的父親,原本不是父親,後來成為父親因為結婚生下我 1.2. Show a very simple mind map using screen share (see Worksheet 1 for an example shape). FATHER IS ALWAYS WITH THE SON AND THE HOLHY SPIRIT 父總是與子和聖靈同在ġ.1.1. ![]()
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