Business Management - Marketing

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Marketing - Business for Engineers
Mohammad Tawfik
Business Management forBusiness Management for
EngineersEngineers
Mohammad Tawfik

Mohammad Tawfik
Your Speaker
●
Mohammad Tawfik
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Academy of Knowledge, Founder and
Academic Director, 2012 - Now
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AUC, Instructor, Engineering and Science
Services, 2011 - Now
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Zewail City for Science and Technology, Director
of Aerospace Engineering Program, 2014-2017
●
Former: GUC, BUE, EAU, and CUFE

Mohammad Tawfik
Your Speaker
●
Mohammad Tawfik
●
BSc., Aerospace Engineering, Cairo University, 1993
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Diploma, Computer Science, Cairo University, 2002
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MSc., Aerospce Engineering, Old Dominion U., 1999
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Meng, Mechanical Engineering, U. Maryland, 2002
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PhD, Mechanical Engineering, U. Maryland, 2003

Mohammad Tawfik
Your Speaker
●
National Encouragement Award 2008, Egypt.
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Who’s Who in the World, 2010.
●
Outstanding Lecturer Award, German
University in Cairo, October 2006.

Mohammad Tawfik
Your Speaker
●
Mohammad.tawfik@gmail.com
– Facebook
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Mohammad Tawfik

Mohammad Tawfik
And, Why do you want that?And, Why do you want that?

Mohammad Tawfik
If you do not know where you
are going, any road will take
you there!

Mohammad Tawfik
What will makeWhat will make
YOUYOU happy?happy?

Mohammad Tawfik
Course ObjectivesCourse Objectives

Mohammad Tawfik
Course Objectives
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This course intends to enhanceenhance the Engineer's
understanding of the non-technical aspectsnon-technical aspects of
the business operation!

Mohammad Tawfik
Course Objectives
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The course satisfies the engineer's needs to
know about business management and how to
enhance his/her managerial career by learning
about fundamental marketing conceptsfundamental marketing concepts,
business ethicsbusiness ethics, basic accounting sheetsbasic accounting sheets,
organization behaviororganization behavior and employee
motivation, and how to perform fundamentalfundamental
predictionspredictions and evaluation of business
performance.

Mohammad Tawfik
Not in this course!
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You will not become a businessman!
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You will not become an accountant!
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You will not become a marketeer!
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You will only understand how they work!

Mohammad Tawfik
Why Business
Management?

Mohammad Tawfik
Why Business Management?
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Why build the product? - Market Needs
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How to sell the product? - Marketing Plans
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How are things going on? - Accounting
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How to handle people? - HR and OB
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What to plan for? - Quantitative tools
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Is that right? - Ethical Aspects

Mohammad Tawfik
Business Management forBusiness Management for
EngineersEngineers
MarketingMarketing
Mohammad Tawfik

Mohammad Tawfik
Key Marketing Activities

Mohammad Tawfik
Consumer Analysis Examination and evaluation of
consumer characteristics, needs, and purchase processes

Mohammad Tawfik
Product Planning Development and maintenance of
products, product assortments, product positions, brands,
packaging, options, and deletion of old products

Mohammad Tawfik
Price Planning Outlines price ranges and levels, pricing
techniques purchase terms, price adjustments, and the
use of price as an active or passive factor

Mohammad Tawfik
Distribution Planning Establishment of channel relations,
physical distribution, inventory management, warehousing,
transportation, allocation of goods, and wholesaling

Mohammad Tawfik
Promotion Planning Combination of advertising, publicity,
personal selling, and sales promotion to drive sales revenue

Mohammad Tawfik
Product/Market Matrix

Mohammad Tawfik
Effective when the market is growing or not yet saturated

Mohammad Tawfik
Effective when a local or regional business looks to widen its market

Mohammad Tawfik
Product
Development
Effective when the firm has a core of strong brands

Mohammad Tawfik
DiversificationDiversification
Diversification is utilized so that the firmDiversification is utilized so that the firm
does not become overly dependentdoes not become overly dependent
on one or few product lineon one or few product line

Mohammad Tawfik
Market Segmentation

Mohammad Tawfik
Market Segmentation
Market Segmentation The division of a market into
different homogeneous groups of consumers
Market Segment Should be:
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Measurable
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Accessible by communication and distribution channels
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Different in its response to a marketing mix
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Durable (not changing too quickly)
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Substantial enough to be profitable

Mohammad Tawfik
Marketing Strategy Development

Mohammad Tawfik
MarketingMarketing
StrategyStrategy
MarketingMarketing
StrategyStrategy
EntryEntryEntryEntry
ScopeScopeScopeScope
PromotionPromotionPromotionPromotion
DistributionDistributionDistributionDistributionProductProductProductProduct

Mohammad Tawfik
Market Scope Strategy

Mohammad Tawfik
Single Market Strategy

Mohammad Tawfik
Market Scope Strategy
Multi Market Strategy

Mohammad Tawfik
Market Scope StrategyTotal Market Strategy

Mohammad Tawfik
Market Entry Strategy

Mohammad Tawfik
First-In Strategy

Mohammad Tawfik
Early Entry Strategy

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Laggard Entry Strategy

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Product Strategy

Mohammad Tawfik
Product Positioning Strategy

Mohammad Tawfik
Product Repositioning Strategy

Mohammad Tawfik
Product Scope Strategy

Mohammad Tawfik Product Design Strategy

Mohammad Tawfik
New Product Strategy

Mohammad Tawfik
Promotion Strategy

Mohammad Tawfik
Promotion Mix Strategy

Mohammad Tawfik
Product factors

Mohammad Tawfik
Market factors

Mohammad Tawfik
Customers factors

Mohammad Tawfik
Media Selection Strategy

Mohammad Tawfik
Advertising Copy Strategy

Mohammad Tawfik
Distribution Strategy

Mohammad Tawfik
Summary
In this lecture we learned:
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The key marketing activities
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Product/Market Matrix
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Market Segmentation
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Marketing Strategies

Mohammad Tawfik
Bibliography
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Smart Marketing for Engineers: An Inbound Marketing
Guide to Reaching Technical Audiences, by Rebecca
Geier
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Demystifying Marketing: A Guide to the Fundamentals for
Engineers, by Patrick Forsyth
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Principles of Marketing Engineering, by Gary L. Lilien
●
Marketing Management, by Philip T. Kotler and Kevin
Lane Keller
●
Marketing for Architects and Engineers, by Brian
Richardson

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