Social Media Marketing 8200 May 7, 2014
Crista Renner
Twitter: @seedgirl
LinkedIn: crista.renner
Review of D2L
Resources
Discussion Group
Links
PPT
Expectations
Apple
Expectations
Friend
Expectations
Social
Expectations
What do you hope to achieve or gain from this class? Why are you here?
Evaluation
5 Assignments/Case Studies 50%
Midterm 15%
Final Project 20%
Final Exam 15%
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Learning Outcomes
• LO 1 Understand the importance of strategic marketing and know a basic outline for a marketing plan
• LO 2 Develop an appropriate business mission statement
• LO 3 Describe the criteria for stating good marketing objectives
• LO 4 Describe the elements of the marketing mix
• LO 5 Explain why implementation, evaluation, and control of the marketing plan are necessary
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Strategic Planning
Companies go about planning strategic marketing
and implement long-term goals with a marketing
plan
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What Is a Marketing Plan?
Planning: the process of anticipating future events determining strategies to achieve future
objectives
Marketing planning: designing activities relating to marketing
objectives and the changing marketing environment
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What Is a Marketing Plan?
A written document that acts as a guidebook of marketing activities for the marketing manager
CONTROL
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Marketing Plan Elements
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Defining the Business Mission
Develop an appropriate business mission statement
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Defining the Business Mission
?“What business are we in?”
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Setting Marketing Plan Objectives
Describe the criteria for stating good
marketing objectives
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Marketing Objectives
WHAT is to be accomplished through marketing activities
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Marketing Objectives
A. Realistic
B. Measurable
C. Time specific
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Marketing Objectives
Functions of Marketing Objectives
Communicate• Provide
consistent direction
Motivate• Create goals
for employees to strive toward
Clarity• Force
executives to clarify thinking
Control• Effectiveness
of a plan can be measured
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Marketing Strategy
Target market
identification
Marketing mix
Marketing
Strategy
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The Marketing Mix
Describe the elements of the marketing mix
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The Marketing Mix
Target
Market
Product
Price
Place
Promotion
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Promotion Strategies
Advertising
Direct marketing
Public relations
Sales promotion
Personal selling
Online marketing
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Place (Distribution)
When and where
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Pricing Strategies
What a buyer must give up to obtain a product
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Social Media Zones
Social Media Marketing Tuten Solomon
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Social Media Zones
Social Media Marketing Tuten Solomon
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Social Media Engagement
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Social Media Demographics
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Top Social Media Ad Spend
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Resources
The Brand Gap slide deck: http://www.slideshare.net/coolstuff/the-brand-gap
The Brand Gap Video: http://vimeo.com/7185200
Quora: What is Branding? http://www.quora.com/search?q=what+is+branding%3F
Canada’s Digital Future in Focus 2014: https://theexchangenetwork.ca/upload/docs/Canada%20Digital%20Future%20in%20Focus.pdf
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Next Week: Target Marketing
Consider the targets you are working with in your work now.
Who are they and how can you reach them?
What resources do you use to identify your target markets?