Prof. Andrés Musalem Marketing Practicum: Response and Proposals

Directed Phone Interviews Managing your team Team Structure Final Points Team Responses to Clients Agenda

Directed Interviews Who? –An executive at the client, a supplier, a customer, an industry expert, a competitor. Why not just reading books, articles, reports? –Sometimes the information you need is in someone else’s head (e.g., customers).

Directed Interviews How would you plan a successful interview? –Goals: the three key pieces of information you’d like to learn about. –Writing an interview guide (script): Introduction. The questions. The order: from more general and easier to more specific and sensitive. Questions you know the answer to? Anything else the interviewee would like to tell us?

Directed Interviews Execution: –Have your client set up the meeting. –Upfront: Indicate who you are and what you are doing. –Interview in pairs. Why? –Always take notes and show interest. –What’s better: multiple choice or open ended? –Listen and paraphrase: repeat their own words. Why? Opportunity for interviewee to correct or add more information. –Sometimes, it might help to let the silence hang.

Directed Interviews A few additional tips: –Ask if there is someone else you should contact. –Close with thanks and ask if you might call back later –Write a thank you note.

Managing your team Now is the time to think broad. –Learn about your client’s goals and constraints. By the week after Thanksgiving, your project goals should be focused enough to assign clear tasks Most assignments should go to overlapping pairs of team members. Why?

Team Structure Discipline of regular weekly meetings I’ll participate in several of your weekly telephone meetings with your client. Contact me if something is not going well Free riders will not be tolerated.

Final points You represent Duke University and your client. You have a real opportunity to change the status quo: –This is NOT a retrospective case analysis! Success is not fully measured by whether the client accepts your ideas –Recommendations based on a realistic and solid understanding of the client’s problem.

Marketing Practicum Projects Team Responses 1:30-2:05: Carolina F., Carolina J., Hertantya, Rebecca, Silvana. 2:10-2:35: Criss, Jessica, Kara, Rodnei and Sonya. 2:50-3:15: Brian, Jolynn, Karen, Meleata, Sam and Tristan. 3:20-3:45: Ericka, Emily, Jacqueline, Jessica, Meredith.