uni Flashcards
(32 cards)
Service design
Components of service design
Human centered, collaborative, iterative, sequel, holistic, real
Participartorydesign/co- creation what to take into account
Structure: Structured, Semi-structured
Preparation: Participant recruitment, Design task, Recording tools
Deliverables: Recordings, Notes, Artefacts
Participartorydesign/co-creation
Has 3 dimensions..
Form, purpose, context
Co-Creation Typology
Collaborating: open contribution, customer-led selection.
Tinkering: open contribution, firmled selection.
Co-designing: fixed contribution, customer-led selection.
Submitting: fixed contribution, firmled selection.
Product as experience
Marketing
the activity or business of promoting and selling products or services, including market research and advertising.
“Marketing is the activity, set of institutions, and processes for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners and society at large.”
communication
PR
Account-based marketing (ABM)
Account-based marketing (ABM) pros and cons
How do you get started with account-based marketing?
How do you get started with account-based marketing?
Decide on your ideal customers:
What industry are they in?
What problem do they have that you can solve?
What’s their company size?
What are the titles of the key decision makers? (do research!)
Generate content: It should be targeted – i.e., it should be a very specific issue that is relevanlt to a certain client or industry. It should also be personalized
e.g., including the company name or industry in the headline of an article.
Activate your marketing channels: ABM should not be based on emails alone. Include anything that could work from unique direct mail ideas to social media and personal contacts from internal stakeholders.
Q: How do we identify our playing field
SWOT analysis
Q: Who/what are we up against?
PESTEL Analysis
Q: Who are we targeting?
The STP Framework
Q: How can we reach our audience?
The Sales Funnel
Q: What makes Us Special?
The Value Proposition
Q: What’s Our identity?
The Golden Circle
Change management
ADKAR
A - awareness
D - desirability
K - knowledge
A - ability
R - reinforsment
Potential issues with ADKAR
Overemphasis on individual change
Limited emphasis on culture
PR and marketing - OBJECTIVES
The next step is to set clear objectives for the marketing and communication infinitives. Setting clear objectives is crucial for several reasons: it provides a better focus and direction and it allows us to measure and evaluate the initiatives more accurately (Schneider, 2022).
MARKETING MIX
Q: How do we identify our playing field
Product
Place
Price
Promotion
