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Understanding Social Entrepreneurship: Course Insights by Dr. Ira Kaufman 2012

Dive into the world of social entrepreneurship with Dr. Ira Kaufman's 2012 course. Learn about social ventures, strategy elements, marketing principles, and the evolution of branding. Explore concepts like CRM, ROI, and the 4Ps of marketing in a dynamic online learning experience.

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Understanding Social Entrepreneurship: Course Insights by Dr. Ira Kaufman 2012

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  1. What do these terms mean ? Social Entrepreneurship Course Dr. Ira Kaufman 2012

  2. Social Entrepreneurship • Social entrepreneurship means identifying or recognizing a social problem and using entrepreneurial principles to organize, create, and manage a social venture to achieve a desired social change.

  3. Social Enterprise • A social enterprise is an organization that applies commercial strategies to maximize improvements in human and environmental well-being, rather than maximizing profits for external shareholders. Social enterprises can be structured as a for-profit or non-profit, and may take the form of a co- operative, mutual organization, a social business, or a charity organization.[1]

  4. What is Strategy? • Elements of Strategy • Why • What • How • Who • Where • Integrated and Sustainable

  5. Think Thru Strategic Lens “Strategy is the direction and scope of an organization over the long-term: which achieves advantage for the organization through its configuration of resources within a challenging environment, to meet the needs of markets and to fulfill stakeholder expectations”

  6. Marketing • Links the business with customer needs and wants in order to get the right product to the right place at the right time both efficiently and profitably • Facilitating and consummating exchanges

  7. Social Marketing • Social marketing is the systematic application of marketing, to achieve specific behavioral goals for a social good.(while "commercial marketing" the aim is primarily "financial“ goals). • include asking people not to smoke in public areas, asking them to use seat belts, or prompting to make them follow speed limitsl

  8. Peter DruckerGrandfather of Marketing • "The purpose of a business is to create a customer." • "The aim of marketing is to: • know and understand the customer so well the product or service fits him and sells itself.“ • to make selling unnecessary.”

  9. Marketing VS ? Marketing–meet customer needs; get return value • Promotion-keeps product in customer’s mind • Public relations- ensures a strong public image • Publicity- mention in the media. • Sales -cultivating leads in a market segment; conveying value and closing the sale

  10. Traditional View of Marketing 4Ps Value Creator Customer Product Place ( offline) Price ($,) 4Ps Promotion

  11. Marketing 2.0 User Value Builder - Company - Employer - Partner - Customer Job Seeker Product (WEB2.0 Brand) Place (online, offline) Price ($, time, ease) 5Ps Promotion (Integrated Marketing) Publisher Participation (Conversations) Thought Leaders

  12. Marketing 3.0 Broad Data Global Networks User Value Builder - Company - Employer - Partner - Customer Product (Digital Brand) Job Seeker Place (online, offline) Price ($, time, value) 6Ps Promotion (Integrated Marketing) Participation (sustainable relationships ) Publisher Principles (missions, values) Thought Leaders

  13. What is a Brand? • A name, term, logo, design, symbol, personality, values or any other feature that identifies one seller's good or service as distinct from those of other sellers. A brand may identify one item, a family of items, or all items of that seller. • Branding A brand is a customer experience represented by a collection of images and ideas. • .

  14. What is your target market?  • B2B ="Business to Business" A business that markets its products or services to other businesses. • B2C = "Business to Consumer" A business that markets its services or products to consumers. • C2C= “Consumer to Consumer” Brand Champions market “their brand” to their global network • Demographics – age, gender, community, like style education, media usage determine segments

  15. Value Proposition • “sum total of benefits a customer is promised to receive in return for his or her custom and the associated payment (or other value transfer).“ • what organization does, who are their customers/markets, what is unique, what is promised and how do their products make a difference/measurable results

  16. CRM – Customer Relationship Management • Customer relationship management (or CRM) seeks to create more meaningful one-on-one communications with the customer by applying customer data (demographic, industry, buying history, etc.) to every communications ( e.g., le. customer responds to an ad, visits a web site, or requests customer service.

  17. Return on Investment ROI • Evaluate the efficiency of an investment(s) To calculate ROI, the benefit (return) of an investment is divided by the cost of the investment; the result is expressed as a percentage or a ratio. ROI= (Gain from investment – Cost of Investment)/ Cost of Investment

  18. Dictionary American Marketing Association • http://www.marketingpower.com/_layouts/Dictionary.aspx

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