Chapter 02 – Developing Successful Organizational and Marketing Strategies
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4. Have each student specify elements of their marketing mix.
a. What type of “product” do you have to offer? What skill sets do you possess?
b. What sort of “pricing” is appropriate? What salary and benefits do you want?
c. What “promotion” will be used? How will you inform prospective employers
about yourself?
d. What type of “place” or channel will be used? These include intermediaries such
5. Call on several students and ask them to share portions of their personal marketing
plan with the class. If students have few ideas about their marketing mix, ask about
how information could be developed to help formulate an appropriate marketing mix.
Marketing Lesson. The strategic marketing process can be applied to products, services,
ideas, and even to marketing yourself!
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MARKETING YOURSELF HANDOUT (1)
Planning Phase
Situation Analysis
• Internal Assessment. What are your strengths and weaknesses? What can you do to
enhance your strengths and minimize your weaknesses? What points of difference or
competitive advantage do YOU have? If you don’t have one, can you develop one?
• External Analysis. What are the trends in the environmental forces that could impact
your job search and career development? These consist of sociocultural, economic,
technological, competitive, and regulatory forces.
• Competitive Analysis. What type of background, experiences, strengths, and
weaknesses do your competitors have?
• Market Analysis. What market segments (job opportunities) have you identified as
having the best potential? How do you fit into these markets? [NOTE: This means doing
some research and perhaps reading Appendix C in the textbook!]
Focus and Goal Setting
• What are your objectives? Make them specific and measurable!
• What is your target market? Examples might be large public accounting firms, business–
to-business sales, and marketing research for a consulting firm in Chicago, etc.
Marketing Program
• Product. YOU. Know yourself well. Continually improve yourself. Understand how
you can meet the needs of your target market—prospective employers!
• Pricing. What salary and compensation package do you want? What are you willing to
settle for? What’s the average salary received by competitors in your target market?
• Promotion. Very important. Think about the buying process. How will you create
awareness for yourself? What can you do to “break through the clutter” and get the
opportunity for an interview? Your personal selling skills will be important for telephone
contacts and face-to-face interviews. Probe to find out about the needs of the
organization before that “sales call” and during the interview. Have your questions
prepared.
• Place (Distribution). What channels have you developed to access your target market,
such as associations, personal contacts, professors, etc? Do some careful research on
these. Don’t assume that intensive distribution is necessarily the way to go. Focus your
efforts to those target markets that hold promise.
Chapter 02 – Developing Successful Organizational and Marketing Strategies
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MARKETING YOURSELF HANDOUT (2)
Implementation Phase
Develop a timetable and budget for research, wardrobe, résumés, and travel. Carry out
your program. Contact your target market opportunities. Follow-up consistently. Remember
that looking for a job requires a significant commitment of your time and effort.
Evaluation Phase
Follow-up on all leads. Find out why you did or didn’t make the cut. Ask at an interview
what it was about your résumé that interested them. Even if you don’t get the job, you have more
insight. Similarly, when you call to follow-up on those cover letters and résumés that you sent
out, ask when decisions will be made, when it would be appropriate to call back (and then do it).
If you are rejected, call back and ask why. If you exhaust all of the possibilities in a given target
market, go back to your situation analysis and identify new segments. Always send a “Thank
You” note.
Resources
• Your college placement office.
• Informational interviewing (a great opportunity to learn more about careers you are
considering while you are still in school and can make some adjustments to your program).
• Internships. Good experience to build your résumé and potential contacts for positions.
Even if you don’t want to work there, they can possibly open doors for you elsewhere.
Chapter 02 – Developing Successful Organizational and Marketing Strategies
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THE DO-IT-MYSELF MARKETING PLAN WORKSHEET (1)
STRATEGIC
MARKETING
PROCESS
MY OWN MARKETING PLAN
P
L
A
N
N
I
N
G
P
H
A
S
E
Situation
Analysis
(SWOT)
Kind of Factor
Favorable
Unfavorable
My Strengths:
My Weaknesses:
Opportunities For Me:
Threats Affecting Me:
Focus
and Goal
Setting
Personal Goals:
Job Description:
Industries:
Organizations:
Geographical Areas:
Personality:
Education & Experience:
Other:
How You Compare to Other Job Applicants:
Chapter 02 – Developing Successful Organizational and Marketing Strategies
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THE DO-IT-MYSELF MARKETING PLAN WORKSHEET (2)
MARKETING
PROGRAM
MY OWN MARKETING PLAN
P
L
A
N
N
I
N
G
P
H
A
S
E
• Product Strategy
(Actions to Improve My
“Marketability”)
Formal Education/Courses:
Job Experiences/Projects Completed:
Extra-Curricular/Volunteer Activities:
Obstacles To Overcome:
• Price Strategy
Compensation Sought:
• Promotion Strategy
Résumé, Personal Interviews, and Letters/Telephone Calls:
• Place Strategy
Networking for Contacts and References:
I
M
P
L
E
M
E
N
T
A
T
I
O
N
P
H
A
S
E
• Budget/Schedule
Budget
Deadlines
• Marketing Actions
(Courses to take, summer
jobs to get, résumés to
write, clothes to buy,
travel arrangements to
make, etc.)
1.
2.
3.
4.
5.
1.
2.
3.
4.
5.
E
V
A
L
• Evaluation
What Did and Didn’t Work:
Chapter 02 – Developing Successful Organizational and Marketing Strategies
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U
A
T
I
O
N
P
H
A
S
E
• Corrective Actions
How to Modify Strategy:
Chapter 02 – Developing Successful Organizational and Marketing Strategies
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Connect Application Exercises
Application Exercise 1: Growth Opportunities at Nike (click and drag)
Activity Summary: In this click and drag activity, students use diversification analysis for Nike
Golf. After reading the brief background information on Nike Golf’s markets and products,
students evaluate the market-product strategies in diversification analysis. Markets in the U.S.,
China, India, Russia, and Brazil are considered in conjunction with products such as golf gloves,
golf balls, sleepwear, and energy bars.
Tagging (Topic, Learning Objectives, AACSB, Bloom’s, Difficulty)
Topic: Diversification Analysis
Learning Objective: LO 02-04 Discuss how an organization assesses where it is now and where
it seeks to be.
AACSB: Analytical Thinking
Blooms: Analyze
Difficulty Level: 2 Medium
Follow-Up Activity: Instructors can use the Nike Golf diversification analysis activity as a
launch pad for a deeper discussion on how firms use growth strategies to evaluate opportunities.
Application Exercise 2: The Strategic Marketing Process (click and drag)
Activity Summary: In this click and drag activity, students are exposed to various tasks that
firms must accomplish during the strategic marketing process. The process is presented in five
phases: Planning Step 1, Planning Step 2, Planning Step 3, Implementation, and Evaluation.
Students are presented with ten activities which describe actions that occur during the strategic
marketing process.
Tagging (Topic, Learning Objectives, AACSB, Bloom’s, Difficulty)
Topic: The Strategic Marketing Process
Learning Objectives: LO 02-05 Explain the three steps of the planning phase of the strategic
marketing process.
LO 02-06 Describe the four components of the implementation phase of
the strategic marketing process.
AACSB: Analytical Thinking
Blooms: Analyze
Difficulty Level: 2 Medium
Follow-Up Activity: While there are many critical activities that occur during the strategic
Chapter 02 – Developing Successful Organizational and Marketing Strategies
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Application Exercise 3: The Strategic Marketing Process at Kodak (click and drag)
Activity Summary: In this click and drag activity, students evaluate the strategic marketing
process that occurred at Kodak during the development of the digital camera. The strategic
marketing process is presented as nine sequential steps: situation analysis, market-product
focus/goal setting, marketing program development, obtaining resources, designing the
marketing program, defining tasks and responsibilities, execution, comparing results, and acting
on deviations.
Tagging (Topic, Learning Objectives, AACSB, Bloom’s, Difficulty)
Topic: The Strategic Marketing Process
Learning Objectives: LO 02-05 Explain the three steps of the planning phase of the strategic
marketing process.
LO 02-06 Describe the four components of the implementation phase of
the strategic marketing process.
LO 02-07 Discuss how managers identify and act on deviations from
plans.
AACSB: Analytical Thinking
Blooms: Analyze
Difficulty Level: 2 Medium
Follow-Up Activity: Since the transition from film photography to digital photography is not the
only product evolution Kodak has faced in its long history, a possible follow-up activity would
Application Exercise 4: Setting Strategic Directions, Growth Strategies (click and drag)
Activity Summary: In this click and drag activity, students complete a business portfolio
analysis by dragging fictitious company scenarios to the proper drop area in a BCG matrix: star,
question mark, cash cow, or dog. As students mouse over the company’s name, a short scenario
is presented which describes the market growth rate and relative market share.
Tagging (Topic, Learning Objectives, AACSB, Bloom’s, Difficulty)
Topic: The BCG Matrix
Learning Objective: LO 02-04 Discuss how an organization assesses where it is now and where
it seeks to be.
AACSB: Analytical Thinking
Blooms: Analyze
Difficulty Level: 2 Medium
Follow-Up Activity: Instructors can follow up this activity with a discussion of the limitations of
the BCG matrix and other planning tools. Consider the limitation of only using market growth
Chapter 02 – Developing Successful Organizational and Marketing Strategies
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Application Exercise 5: IBM: Using Strategy to Build a “Smarter Planet” (video case)
Activity Summary: In this nine-minute video, IBM’s “Smarter Planet”, the recent strategic
decisions of IBM are discussed. Attention is given to the need for forward-looking decision
making and its impact on IBM’s “Smarter Planet” data integration strategy. Students are
presented follow-up questions focusing on strategic elements including the mission statement
and organizational culture.
Tagging (Topic, Learning Objectives, AACSB, Bloom’s, Difficulty)
Topics: Strategic Marketing Planning, The Mission Statement
Learning Objective: LO 02-02 Describe core values, mission, organizational culture, business,
and goals.
AACSB: Knowledge Application
Blooms: Understand
Difficulty Level: 2 Medium
Follow-Up Activity: The instructor could use the IBM video for a starting point for a larger
discussion of organizational foundation, direction, and strategies. In groups or individually,
Application Exercise 6: iSeeit! Video Case: Marketing Strategy & the Marketing Plan
(video case)
Activity Summary: In this straightforward whiteboard animation video, the marketing strategy
and marketing plan concepts are introduced using a coffee shop example. After watching the 3-
minute video, students are asked five follow-up questions related to SWOT analysis,
segmentation, marketing tactics, and the strategic marketing process.
Tagging (Topic, Learning Objectives, AACSB, Bloom’s, Difficulty)
Topics: SWOT Analysis, Steps in Market Segmentation, The Strategic Marketing Process
Learning Objectives: LO 02-05 Explain the three steps of the planning phase of the strategic
marketing process.
LO 02-06 Describe the four components of the implementation phase of
the strategic marketing process.
LO 02-07 Discuss how managers identify and act on deviations from
plans.
AACSB: Knowledge Application
Blooms: Understand
Difficulty Level: 1 Easy
Chapter 02 – Developing Successful Organizational and Marketing Strategies
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Follow-Up Activity: Instructors could ask students to imagine that the Coffee Collective was
considering adding a location in their college town or their hometown. Ask the students to
Analytics Exercise 7: Marketing Analytics: The Profit Equation (analytics exercise)
Activity Summary: In this analytics activity, students read a mini-case about a mobile dog
grooming business whose owner is facing the challenge of needing to add new customers to
increase his profit. To find new customers, Kai is evaluating two different promotional options,
magazine advertising and direct mail coupon. Students are provided with an interactive
spreadsheet in which they can manipulate the values for number of clients, price, and
promotional spending to evaluate the impact on firm profit. Based on their findings students
make strategic recommendations as they answer 5 multiple choice questions.
Tagging (Topic, Learning Objectives, AACSB, Bloom’s, Difficulty)
Topics: Marketing Analytics
Learning Objectives: LO 02-03 Explain why managers use marketing dashboards and
marketing metrics.
AACSB: Analytical Thinking
Blooms: Analyze
Difficulty Level: 2 Medium
Profit Equation: Yes
Link to Applying Marketing Metrics: Dollar sales ($)
Follow-Up Activity: The instructor could use the activity to show how promotional expenditures
are related to new customer acquisition and firm profitability. One key takeaway from this
analytics activity is the understanding that more promotional spending is not always the best