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MARKETING GEOGRAPHY THROUGH GEOGRAPHY EDUCATION

MARKETING GEOGRAPHY THROUGH GEOGRAPHY EDUCATION

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MARKETING GEOGRAPHY THROUGH GEOGRAPHY EDUCATION

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  1. MARKETING GEOGRAPHY THROUGH GEOGRAPHY EDUCATION Arkadiusz Głowacz University of Lodz & British International School of the University of Lodz GTE Conference, Manchester, 22-24 January 2016

  2. RATIONALE GEOGRAPHY Geomarketing Marketing Geography

  3. ASSUMPTION • Geography Inc.: a global, multi-nationalcorporationinvolved in Earth sciences business. • Extremelydecentralisedstructure • Representatives in every single country in the world (!)

  4. LIMITATIONS Ifyouhavemoney, youcanbuyanything,includingknowledge. Educationorteachingisnothing but another service on the market, justlike car washing. But whataboutthingslikevocation, mission, human subjectivity, commongood?

  5. GEOGRAPHY INC.Structure PRODUCT QUALITY Reviewers Journals Commissions CUSTOMERS Pupils Students Parents SALES Teachers PRODUCTION Universities Researchers MARKETING & SALES Teachereducators Educationalresearchers SOCIETY Curriculum – productspecification Pedagogy – sellingtechniques Textbook – a catalogue

  6. PRODUCTION + … http://www.topuniversities.com

  7. MARKETING & SALES DEPARTMENT The outcomes of research in and relevant to geography education are to: ”provide and distribute evidence and/or conceptually robust arguments and practices that will improve the quality of geography education in national settings and internationally” We need to undertakeresearch in order to improve the effectiveness of oursales? IGU CGE International Declaration on Research in Geography Education

  8. MARKETING & SALES DEPARTMENT The outcomes of research in and relevant to geography education are to: „encourage a ‘research orientation’ among geography teachers andeducators that enables reflective and critical engagement with habitual practices and a professional habit of mind that demands improvementin the quality of geography education” We need to makeourrepresentativesthink criticallyon what and howtheyaredoing. IGU CGE International Declaration on Research in Geography Education

  9. MARKETING & SALES DEPARTMENT The outcomes of research in and relevant to geography education are to: „strengthen the scientific status of geography education and consolidate it as an area of knowledge by developing and reinforcing working networks among researchers and educators” We need to intensify the cooperationof different marketing departmentsto makethe management appreciateour role in the corporation. IGU CGE International Declaration on Research in Geography Education

  10. FOCUS ON THE PRODUCT F2 F1 F3

  11. NEW SALES STAFF TRAINING CYCLE OF SUCCESS

  12. BRAND STRATEGYBrand visibility • Expertsspeaking!

  13. THE WEAKES LINK ? PRODUCT QUALITY Reviewers Journals Commissions CUSTOMERS Pupils Students Parents SALES Teachers PRODUCTION Universities Researchers MARKETING & SALES Teachereducators Educationalresearchers SOCIETY Curriculum – productspecification Pedagogy – sellingtechniques Textbook – a catalogue

  14. SALES STUFF INERTIA The salespersonwants the customers to buythe same product as decades ago… …and istrying to sellit in the same way as before TEACHER`S GEOGRAPHY vs STUDENT`S EXPERIENCE

  15. SELLING Stages of decisionmaking by a customer Cognitivestage Affectivestage Behavioralstage Source: Dolan R.J., Integrated Marketing Communications, HBS Note #9-599-087

  16. A PERFECT SALESPERSON TIP of the DAY: You should always hire a good salesperson that understands people and knows how to move your product quickly and efficiently. www.businessdictionary.com Law #1: Keep your mouth shut and your ears open Law #2: Sell with questions, not answers Law #3: Pretend you're on a first date with your prospect Law #4: Speak to your prospect just as you speak to your family or friends Law #5: Pay close attention to what your prospect isn't saying Law #6: If you're asked a question, answer it briefly and then move on Law #7: Only after you've correctly assessed the needs of your prospect do you mention anything about what you're offering Law #8: Refrain from delivering a three-hour product seminar Law #9: Ask the prospect if there are any barriers to them taking the next logical step Law #10: Invite your prospect to take some kind of action http://www.entrepreneur.com

  17. CONCLUSION Geographers and geographyteachereducatorsshouldtakeadvantage of the know-how possessed by marketing specialists to movetheirproductquickly and efficientlyas boththe customers and the productdeserveit. Thankyou for yourattention!