Dr. Dawne Martin January 17, Office Hours: Calvin 107 B 9:30 – 11:30 T Th

Agenda  Overview of Course Components  Learning Objectives  Overview of Process  Next Big Thing Competition 

Required Reading  Minet Schindehutte, Michael Morris & Leyland Pitt, Rethinking Marketing: The Entrepreneurial Imperative, Pearson Education (2009)  Recommended  Roman G. Hiebing, Jr., Scott W. Cooper & Steven J. Wehrenberg, The Successful Marketing Plan: How to Create Dynamic, Results-Oriented Marketing, 4 th Ed., McGraw-Hill,  Peter VanRysdam, Marketing in a Web 2.0 World, Atlantic Publishing, 2010.

Learning Objectives  Critical Thinking  Decision-Making  Customer Needs Identification  Marketing Segmentation Approaches & Strategies  Promotional Strategies  Marketing Strategy Development  Marketing Research Design & Analysis  Marketing Plan Development  Forecasting Demand and Sales  Written communication  Presentations and Oral Communications

Course Components 800 points  Participation in Next Big Things: 100 points  Exercises & Participation: 200 points  Opportunity Identification & Environmental Analysis: 25 points  Competitive Analysis & Customer Analysis: 25 points  Market Research Plan: 25 points  Market Research Results, Target Market Segments & Value Proposition: 50 points  Marketing Strategy and Tactics: 75 points  Sales Forecast & Justification: 25 points  Financial Analysis: 50 points  Cash Flow Analysis and Explanation:  Proforma Balance Sheet and Income Statement  Final Paper: 150 points  Three-minute Pitch: 25 points  Final Presentation: 50 points

Overview of Process Insight : What Can We Learn? - Industry Trends -Customer Analysis - Competitive Analysis Scope What Do You Do? Targets Whom Are You For? Positioning How are You Different? Plan Objectives: What Needs to be Achieved? Umbrella Strategy: What’s the Plan of Action? Marketing Mix Tools: How Are You Going to Do It?

For Next Time  Rethinking Marketing, Chapter 1  Dyer, Gregersen and Christensen (2009), “How to Encourage Creative Thinking”, Harvard Business Review, Dec. 61 – 67.\  Develop a list of trends 10 in the environment and 10 associated business opportunities