Wednesday, 22 March 2017

It’s Time To Get With The Program

Welcome to the future, fellow marketers! 

Hi, I’m Alyce! As one of your new ‘Marketing Matters’ bloggers, I’d like to take this opportunity to introduce myself, and my fellow bloggers- Bowie and Hazel. We want to welcome you to the University of Sydney, Business School’s official blog- your go-to source for all things marketing related.

It’s always good to keep up-to-date. There are exciting times ahead for all of us here in the Master of Marketing program. For this reason, I want to encourage each and every one of you to get involved and enjoy all that the pr`ogram has to offer. Don’t just sit on the sidelines. Interact, interplay and keep connected with each other via every platform that’s available to you. 

If you haven’t already, start reading and commenting on the blog. Connect with each other on Twitter, Instagram, LinkedIn, the Facebook group- Master of Marketing USYD, and don’t forget to update your student profile on Blackboard.

So what do we have to take-away from the course to date?

Our industry is fast becoming respected as more of a science than an art. We know that marketing is complex and it requires a huge breadth of knowledge, a complex skill set and of course some ingenuity. We are pretty much the magician’s apprentices, being trained in the art of foresight.

However, unlike fortune-tellers we not only have to read the numbers, but make strategic decisions based on more than just guesswork.

The issue here is that not everyone we encounter in the workplace has caught on to the fact that marketing is integral to the performance of the whole company. Even though it’s an out-dated view, individual departments are still perceived as being separate to one another. Many forget that these cogs are all part of the same machine.

So… am I talking about Internal Marketing?

After spending the weekend in class, I’d hope that at least the current students are familiar with ‘Internal Marketing’. For the rest of our readers, well, I’ll give you a refresher just in case you have forgotten.

With Internal Marketing, employees are regarded as ‘internal customers’ who are just as valuable as ‘external customers’. The goal is to align every aspect of a company’s internal operations to provide maximum value to customers.

Perhaps some of you have already found this out the hard way, but believe it or not, the biggest hurdle is the implementation. Ideally in this situation, every single person, no matter his or her role, is responsible for internal marketing. 

But what if everyone doesn’t want to get out board? Well, that’s when things start to go pear shaped.

I know there are those who are resistant to change, so I keeping in spirit with Stan and Kim, I thought I would leave you with this meme to enjoy.

Have you ever encountered resistance to an internal marketing campaign you were involved in implementing? Use the comment button to share you stories below.

Alyce Brierley
Current student in the Master of Marketing program at the University of Sydney Business School.

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