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)