The focus of this Podcast is on the importance of branding to the building of a product and how the brand communicates product attributes and by implication how we almost come to expect certain brand values when we buy into the brand. These discussions should lead to the notion of the potential product and how the brand has the possibility to develop the core product towards the potential product. However to achieve this the product/service needs to be continually developed a topic that is discussed in the previous E-marketing and new media podcast. In other words the product service cannot stand still if it wants to retain its position in the marketplace. It is suggested that tutors develop this theme with students to encourage them to think of their own examples of how they buy into the brand and its values and how that must add value to the product/service and ultimately increase profitability.

Anatomy of a product

The Pearson Education Marketing podcasts have been recorded by Paul Cowell, Marketing Academic and Professional. These podcasts cover many of the topics you will find in a typical Principles of Marketing course and Paul talks about current news stories of relevance, interviews marketing practitioners and students about their experiences and illustrates how the theory of marketing is actually used in the real World. New podcasts will be made available for download weekly during term time, beginning 29th September 2008.

Education

Training

Language Courses

Higher Education

K-12

Educational Technology

This is a straightforward Podcast that reviews environmental analysis (AUDIT) and how it impacts on the strategic direction an organisation might take. Essentially it is about; Where are we now? Where do we want to be? How are we going to get there? The Podcast finishes with an example of how a strategy has to change in the light of changing environmental circumstances.

Strategic Marketing

This is an interesting Podcast in the sense that the interviewee, Nicola Shann was able to illustrate the effectiveness of exhibitions as a communication tool and e-mail as an effective method of direct marketing. Be aware of the specialist nature of the exhibition - Nicola does briefly explain it at the beginning of the Podcast. It was for Tameside Metropolitan Borough Council to highlight 'Beacon Status' which they were recently awarded. Nicola interviews explains how the exhibition benefitted both her organisation and the visitors and how effective e-mail is as a DM tool, she does briefly link it to advertising as well but the major communication tool for the event was e-mail.

Direct marketing and exhibitions

This Podcast illustrates the link between personal selling, building relationships with customers and CRM. The point is made that training manuals and textbook theory does not necessarily work and that sometimes gut instinct is better at building customer relationships than following a fixed pattern.

Personal selling and sales management

As with other podcasts that discuss communications this is rather a short one but nevertheless one, which highlights the use of sales promotion as a tactical rather than strategic tool. 
However the possibility that sales promotion could become more of a strategic tool is raised and a point that is worth debating and discussing.

Sales promotion

The thrust of this podcast is to ensure students clearly understand the difference and relationship between advertising and media. Also, by implication the value an growth of new media in terms of communication. Furthermore students are reminded of the use of advertising to meet strategic objectives.

Anatomy of a product

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