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NOTES FROM THE FIELD:
Residency 1!
Nancy Van Leuven, Ph.D.August 2011
Managerial Marketing
Current trends include:
Re-igniting latent values –
Shock value as good P.R. –
Crowdsourcing goes mainstream -
Cardinal sins of media relations
Purpose of Notes . . .
Overview of day and outcomesApplications of marketing concepts
Breaking news
Today’s news focus: Sagging customer bases (and celebrity endorsements)
Brief Notes from the Field)• (ATTENTION
)
Introductions• (INTEREST)
Syllabus and Grading Overview• (DETAIL)
Deliverables• (ACTION)
Overview of today’s presentation
Re-igniting latent values:
Burger King lags behind McDonald’s, Subway, and KFC in terms of perceived healthiness.
Indyposted, August 19
After management/marketing change . . .
King (teen humor) dumped for focus on freshness (adult taste).
“There was a time when price value was king Now, healthy choice and quality drive the category.”
--national branding expert
Shock value to remedy sagging US customer base
Abercrombie & Fitch offers the MTV star money to not wear its brand.
First instance of hiring anti-spokesperson.
Breaking cardinal rules of public relations . . .
1) Be prepared! 2) Stay cool! 3) Never (EVER) walk away!
(Ruud, 2011)
Crowdsourcing as stakeholder engagement:
What do you stand for?
• Water.org’s online contest to turn over Twitter account (Who controls message?)
• Londoners respond to #londonriotcleanup and FB
(online strategies for civic response)
Chronicle of Philanthropy, 2011; Huffington Post, 2011
AND NOW… (applause)
Syllabus and grading overview!
(And breaking my own cardinal rules about presentations)
Name Details Mktg? Future
INTRODUCTIONS
Res 1
Res 2
Res 3
Res 4
Syllabus and Grading Overview:Timing is Everything!
Marketing Plan (team):Concept statement, situational analysis, marketing mix, final draft, final!
Research Project (individual)Draft section, updates #1, #2, #3, final submission (In–class polish/review 5th res)
Other components: Blog posts, Ignite presentation, Participation
A note about grading . . . From the syllabus!
• 95 – 100% A Exemplary performance
• 90 – 94% A- Consistently above expectations
• 87 – 89% B+ Above expectations, very good
• 84 – 86% B Meets expectations, good overall performance
• 80 – 83% B- Meets expectations most of the time
• 77 – 79% C+ Mostly meets expectations although below some of time
• 74 – 76% C Below expectations but passing
• 70 – 73% C- Below expectations and needs improvement
• 67 – 69% D+ Consistently below, but enough to get credit
• 64 – 66% D Under performing
• 60 – 63% D- Should consider repeating the course
• < 60% F No credit for the course
COURSE LEARNING OBJECTIVES
• Apply methods learned in the course to create a strategic marketing plan for an existing organization
• Publish public blog posts of an organization’s marketing and/or brand strategy through evaluation and examination of a green, social, or cause marketing program
• Analyze, critique, recommend and apply strategic marketing methods in the context of environmental, social, and economic sustainability.
• Team based EL project enables students to integrate leadership competencies.
Here’s how this course is integrated into the Presidio MBA Program. It supports the three program outcomes of:
1) business foundations,
2) sustainable leadership
3) sustainable systems.
(See syllabus for more details!)
Competencies leading to learning objectives
Innovation: Proficiently integrate sustainability principles into the design, commercialization, marketing, and production of products and services.
Critical Thinking: Proficiently conceptualize, apply, analyze, synthesize, and/or evaluate the nature of information and knowledge through observation, experience, reflection, reasoning, and communication, in ways that guide belief and action.
Systems Thinking: Proficiently apply whole systems thinking to reorient strategies toward sustainable solutions.
Sustainability Literacy: Proficiently integrate sustainability principles, frameworks, and tools to business activities, strategies, and models.
Efficacy, Resilience and Adaptability: Proficiently adjust to changing situations and obstacles and promote productivity and sustainability through a variety of contexts including relationships, teams, and organizations.
Relationship Management: Proficiently encourage and influence relationships that promote sustainability across multiple stakeholders and roles within the global, social, political, ethical and cultural context of business.
Course Grading Scheme
Assignment Points % of grade
TWO Triple Pundit blog posts (individual) 30 (15 each) 9%
EL Strategic Marketing Plan (team) 115 37%
Ignite Presentation (individual) 15 5%
Class Research Project (individual) 100 32%
Attendance and Participation (individual) 55 17%
Next up: Major DELIVERABLES and ACTION ITEMS!
EL Project: Strategic Marketing Plan (Team)
Class Research Project (Individual)
EL Marketing Plan Deliverables
PLAN (and
ex. summary) 12/13
1. EL Letter, Concept Statement 9/7
2. Situational
Analysis9/20
3. Marketin
g & Branding Strategies 10/18
4. Complete Draft
11/15
Reminder of learning outcomes: Business foundations, sustainable leadership, sustainable systems
TO DO BEFORE RES 2, Marketing Plan:
• By 9/7: EL Commitment letter
(see course page for link to templates)
• By 9/7: Concept Statement (see course page for sample)
• By 9/20: Situational Analysis
(see course page for components –a critical part of the
final plan!)
Hint: See page 237 of Kotler and Lee for free planning worksheets.
Scholarship/research project
Transformative Green Marketing:Each class designs its own research
project in-class.
For more resources:
Nancy Van Leuven’s website:http://www.nancyvanleuven.wordpress.com
Click on: Managerial Marketing
Click on: First residency!
(and more)