Reflectionon Guest Speaker’s Topics
Every successful organization sets aside a substantial amount offunds for employee training and development. In most cases, thishappens through presentations and considerable interaction with guestspeakers. Speakers could be effective or ineffective. An organizationwould not want to channel a lot of funds to speakers who do not havean impact on the knowledge, skills, and competence of theiremployees. One metric for assessing speaker’s effectiveness intraining and development is requiring member of their audience(mainly employees) to reflect on the guest speaker’s topics.Reflection on guest speaker’s topic is, therefore, important in asfar as assessing what I understood is concerned. The main objectiveof this paper is to reflect on the following guest speaker notes:Digital Marketing & Social Media in Hospitality, MarketingResearch and Advertising, UEFA Marketing and HYT Watch Company.
Digital Marketing& Social Media in Hospitality
My personal objectives for this presentation included understandinghow digital marketing and social media can be utilized inhospitality. My goal was to be able to generate even better andappropriate ways of social media and digital marketing than thecurrent ones (Chan & Guillet, 2011). The presentation focused onthe essentiality digital marketing and social media in thehospitality industry. The speaker emphasized that the traditionalmethods of marketing are not as effective – today – as they usedto be in the past. Their ability to reach more people is fading away.This being the case, the Hannah Beraud Digital Communications came into provide solutions in digital communication. I found it veryinteresting that 87% of global travelers in 2013 used their mobiledevices while travelling. I had always assumed that majority of them(who travel by plane) adhere to craft rules that mobile devicesshould not be used. I would, however, have wished to hear somethingrelating to what the HB Digital Communications does to ensure thatdigitally advertised products reach this population (Hudson &Thal, 2013).
The speaker enabled me to critically appraise the impact oftechnology on the hospitality industry and identify an essentialmarketing strategy that is up-to-date with the trend social mediamarketing. The speaker’s ability to comprehensively expound on howconsumers use their mobile phone in the pre-purchase andpost-purchase stages gave me a marketing idea for the future. Thatthe client is not only important in the pre-purchase and the purchasestages but also in the post-purchase stages (Hudson et al.,2016). A client’s dissatisfaction may lead to the loss of manyother customers who would have been referred to the same place hadhe/ she been satisfied. The rise of digital media and visual media,in particular, implies that, shortly, global marketing will beperfectly facilitated through the digital marketing platforms(Farahat & Shanahan, 2013). These are some of the thoughts forthe future that came to my mind.
The speaker’s information is useful in a marketing department for acompany because it signals the need for the department to revise itsmarketing strategies. The speaker quoted Jean-Noel Kapferer, 2009,“The luxury brand is a universe, not a promise. It isexperimental first and foremost. Its language is mostly non-verbal:it is primarily visual and sensory.” Despite the fact that thewhole quote is important for a marketing department, the mostsignificant bit is where Jean-Noel comments about the language. It ismostly non-verbal primarily visual and sensory. The language used insocial media platforms is non-verbal (which is the most effective)implying that marketing departments have to readjust to this (Ryan,2014). From the speaker’s information my knowledge and competencerelating to digital marketing was improved. I find myself wanting tolearn more about the varieties of digital marketing as the futureseems so bright: marketing costs may reduce significantly.
MarketingResearch and Advertising
By the end of the presentation, I expected that the speaker wouldprovide a comprehensive presentation on the connection betweenmarketing research and advertising. My personal objectives includedunderstanding the essentiality of marketing research in advertising.Contrary to my thoughts and expectations, the speaker dealt with eachof the topic independently with shallow insights on the connectionbetween the two marketing functionalities. The presentationhighlighted the key areas to focus on while conducting a marketresearch. The case used was Ipsos that is considered the thirdlargest market research company in the world. The researcher alsofocused on the main types of market research that are used. I had,however, hoped that the various categories of market researchincluding primary and secondary, basic and fundamental and the likes(Wilson et al., 2012). The fact that the speaker ignored thesecategories may have made the majority of the members of the audienceto assume that these are the only types of market research. Thespeaker’s topic on marketing research enabled me to reach severallearning outcomes. One such outcome is the ability to criticallyappraise the impact of marketing research on an organization’smarketing function (Babin & Zikmud, 2015).
I found it, rather, surprising that the history of advertising datesback to 1704. I had always assumed that advertising is a thing of therecent past. It was interesting to learn that the first advertisementwas made in a newspaper. I wish the speaker could have expounded moreon the details of the advert. How was the response? Was the marketagents surprise to see a company advertising its products? These arethe questions that rung in my mind when the speaker introduced thehistory of advertising. The speaker did not only expound on thehistory of advertising but also on its evolution (Buil et al.,2013). This stimulated a lot of thoughts for the future in mindAdvertising has evolved from being product centered through brandcentered advertisement to people centered. My anticipation is thatadvertisement may take a considerably long period before furtherevolvement from being people-centric (De-Mooij, 2013). It is highlylikely that the sub-categories of the people centered advertisementwill be evolved from poor people centering strategies to good ones.The speaker’s notes on how to create a successful campaign are veryimportant to a company’s marketing department because the goal isto reach as many clients as possible. The strategies advised can,therefore, be utilized. The information is also important because itcan assist such a department in judging a big idea (Catterall etal., 2013).
My objectives for the presentation included understanding thetechnicalities of how the UEFA marketing team operates and how I mayuse that knowledge in improving my marketing competence. The speakerplaced so much emphasis on UEFA as a company rather than on itsmarketing strategies and its efforts. The larger part of thepresentation provided the details of the league making it look likethe league’s website. Providing the profile of the champions’league is not a problem. The problem is providing excessive profiledetails in a presentation that is expected to provide marketingknowledge. It is, however, interesting to learn that the UEFA hasmore than 23 million players. This figure was way larger than theaudience’s expectations. The speaker provided information that isimportant to the marketing department of any company. Suchinformation include the close collaboration between the marketingdepartment of the league and its operations departments (Desbordes,2012). The main functions that the two departments collaborate onwere expounded and the essentiality of such collaborations was alsodiscussed comprehensively by the speaker. The advertising strategy ofthe league is brand centered. Despite the fact that it has beenovertaken by time (the current advertisement strategy is peoplecentered), it is essential because it ensures that a high value hasbeen created for the leagues stakeholders (Sznajdner, 2014). Even so,one wonders why the organization cannot adopt both advertisementstrategies. I am of the opinion that there is still so much, relatingto UEFA’s advertisement strategy, that the speaker did not explain.
The speaker’s topic enabled me to reach one main learning outcome.Critically analyzing and differentiating the different marketingstrategies for the recovery of sports at both a micro and macrolevel. I have learnt that the most important thing in marketing acompany in the sports sector is brand positioning (Koljonen, 2013).People go for brand. As the speaker was providing more detailsregarding the topic of discussion, the future thoughts that came tomind included how an organization could adopt an ideal advertisementstrategy that is both brand and people centered. Such a strategy isvery important especially in the sports industry. The informationprovided in the speaker’s notes is important in the company’smarketing department in that it could be used for benchmarkingpurposes (Desbordes & Richelieu, 2012). It could also be used toemphasize on the essentiality of collaboration between departments.After the presentation, I found myself wanting to learn more aboutdifferent marketing strategies for different sectors. I was keen tonotice that a marketing particular marketing strategy may workperfectly in one sector but not in another. For instance, the productcentered strategy works well for firms in the detergents industry butpoorly in the sports sector (Rahimizadeh, 2012).
From the beginning of the presentation, it was clear to me that theHYT Company uses brand centered marketing as opposed to product andpeople-centric strategies (Kotler et al., 2015). As such, myobjectives were to understand how the company positions its brand sowell in the market. My hope was that the speaker would provide adetailed presentation expounding on how the HYT Company works. Thepresentation, however, focused on the essentiality of digitalmarketing for luxurious products such as HYT’s products watches.The typical customer for the HYT Company includes the wealthy classand a section of the young people (Stahlberg & Maila, 2013). Toreach the young people, an organization must embrace social media. Itis surprising that the HYT watch company was founded in 2012. I hadalways assumed that the company has been in the industry for over tenyears. I, however, realized that the contradiction is as a result ofthe company’s ability to market its brand properly in the socialmedia platforms. The larger section of the audience could not havebelieved that the company is only four years old with only forproducts and eleven employees (Armstrong et al., 2014). Thesecharacteristics could only be associated with an upcoming company.The HYT looks older than this. This is the goal of the marketingdepartment. To position the company and its brand in such a way thatthe larger portion of the target market believes that theorganization has a strong product brand.
The topic facilitated the achievement of various learning outcomes.One such outcome is the ability to critically appraise the impact oftechnology. From the lessons learned from the HYT Companypresentation, it was clear that technology (social media platformssuch as Twitter and Facebook), if used effectively, can have a majorimpact on product and brand positioning (Hartley & Claycomb,2013). By expounding on the marketing strategy used by the HYTCompany, the speaker, through his presentation enabled me todifferentiate the marketing strategies for recovery of leisure atboth a micro and macro level. The fact that the company has not beenin the industry for a long time stimulated future thoughts relatingto long-term strategies for product repositioning in the developmentof global markets and trends towards mass customization andlocalization. The information on how the HYT watch company conductsits marketing is important in the marketing department of othercompanies because it acts as an essential benchmark (Baker &Saren, 2016). The company can also be used to provide as an exampleof companies that have succeeded in using brand marketing. Theinformation is useful to me because it provides a real life exampleof brand centered marketing strategies. I, therefore, stand a betterplatform to improve my knowledge and competence in brand centeredmarketing.
To wrap thingsup, every topic had a unique marketing concept illustrated by thechosen firm. While the ‘Digital Marketing & Social Media inHospitality’ topic emphasized on the essentiality of social mediaas an advertisement platform for firms in various industries, the‘Marketing Research and Advertising’ topic focused on wheremarketing and advertising have come from and where we are headed. The‘UEFA Marketing’ topic provided me with a wide range of knowledgein sports-oriented marketing and left such a major impact that Idesire to know more about marketing in this industry. The final topic‘HYT Company Marketing’ emphasized on the essentiality ofconsidering the demographics of the target market before settling onthe most appropriate marketing strategy.
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