•Understand the importance of marketing

•Define business mission, vision, goals and values

•Outline the elements of the marketing mix (7Ps) and promotional mix

•Understand the benefits of a coordinated marketing mix

•Apply the marketing mix to B2C contexts

•Apply the marketing mix to other contexts

•Outline the 7 principles of GDPR

•Understand the role of ASA

Example of a product you have low expectations for

Example of a product you have high expectations for

Example of a service you have low expectations for

Example of a service you have high expectations for

Think about the causes of why it is either high or low

•Competitor-based pricing

•Customer-based pricing

•Psychological pricing

https://chatgpt.com/

https://www.perplexity.ai/

Company / Industry

Your role

What have you been working on since we last met?

Name your favourite marketing tool

An interesting fact about you

•Product

•Price

•Place

•Promotion

•People

•Process

•Physical Evidence

https://chatgpt.com/

https://www.perplexity.ai/

• If you were the marketing manager, what changes or enhancements would you suggest to improve alignment between the company’s stated purpose and its marketing?

• Include suggestions for messaging, tone, visuals, and employee involvement.

Draft a revised or updated version of the mission, vision, or values based on your insights. Justify why your version better supports the company's brand and customer expectations.

Select a new or improved product/service that your company could realistically offer.

Alternatively, create a fictional business in a market of your choice (e.g., eco skincare, mobile app, artisan coffee brand).

Apply the 7Ps:

For each element of the marketing mix, provide detailed and justified decisions:

Product: What are its key features and benefits? How is it differentiated?

Price: What pricing strategy will you use? Why?

Place: Where and how will customers access it? Online? In-store? Both?

Promotion: What channels and messaging will you use to reach your audience?

People: Who represents the brand (e.g., staff, influencers)? What training or values should they embody?

Process: What does the customer journey look like from interest to after-sales service?

Physical Evidence: What tangible elements support the brand (e.g., packaging, store layout, website visuals)?

EthOss Regeneration

Marketing Apprentice

Working on a case study book

Canva

I worked in Lapland last winter

Easy to navigate website

Quick transactions

desired- high quality

adequate - reasonable service

Leave a bad review online

Tell family/friends

Ask for refund

Lush

car wash

hairdressers

Example: McDonald’s
Product: Cheeseburger
McDonald’s calculates the cost of ingredients, labor, and overhead, then adds a profit margin to set the price of menu items like their cheeseburgers.

2. Competitor-Based Pricing
Competitor-based pricing sets prices based on what competitors are charging for similar products or services. The business may choose to price lower, match, or price higher depending on their positioning.

Example: Samsung
Product: Smartphones (e.g., Galaxy series)
Samsung often prices its phones based on what Apple charges for iPhones, adjusting features or offers to remain competitive in the smartphone market.

3. Customer-Based Pricing
Customer-based pricing focuses on the perceived value of the product or service to the customer, rather than the cost of production or competitors' prices.

Example: Apple
Product: iPhone
Apple charges premium prices for its products based on the high value customers perceive in terms of brand, design, and innovation—even if production costs are lower.

4. Psychological Pricing
Psychological pricing involves setting prices that have a psychological impact—like pricing something at $9.99 instead of $10.00 to make it seem cheaper.

Example: Walmart
Product: Everyday retail items (e.g., groceries, clothing)
Walmart frequently uses prices like $4.97 or $19.99 to make items appear less expensive and encourage impulse buying.

product - asos offer a wide range of clothing, accessories and beauty products from other retailers

price- they position themselves as a mid price point for fast fashion- they also now sell items from luxury brands with a higher price point

place- solely sell online, large marketplace, no physical stores

promotion- they frequently do large sales, outlet prices and sample sales. Often see billboards and online adverts for them

process- fast next day delivery, brings together a lot of independent brands

physical evidence - good social media presence, consistent packaging, good online website

• Meaning: Data must be processed legally, fairly, and in a transparent manner so individuals know how their data is being used.

2. Purpose Limitation

• Meaning: Data must be collected for specific, explicit, and legitimate purposes and not used in ways that are incompatible with those purposes.

3. Data Minimisation

• Meaning: Only the personal data that is necessary for the purpose should be collected and processed—nothing excessive.

4. Accuracy

• Meaning: Personal data must be accurate and, where necessary, kept up to date. Inaccurate data should be corrected or deleted without delay.

5. Storage Limitation

• Meaning: Data should not be kept for longer than necessary for the purpose it was collected. It should be deleted when no longer needed.

6. Integrity and Confidentiality (Security)

• Meaning: Data must be kept secure using appropriate technical and organizational measures to protect against unauthorized access, loss, or damage.

7. Accountability

• Meaning: The data controller is responsible for ensuring and demonstrating compliance with all the above principles.