Prof. Andrés Musalem 2010 Marketing Practicum: Overview

Goals Process: Key Steps Methods & Resources Schedule This year’s projects Agenda

Practicum Goals Student learning –Problem definition –Project management –In depth phone interviewing –Data analysis and synthesis –Action orientation –Communication and presentation skills –Commitment, excitement and fun!

Client goals Contact with outstanding students. Encourage and develop unexpected ideas, perspectives. Test ideas within your company. Expand knowledge. Generate ideas that change your company.

Process: Key Steps Agree on a plan with client Problem & Key Decisions Required Information & Analysis Conclude & Recommend Gather, Analyze & Revise Company, Business Unit Communicate

BeginningMiddleEnd Focus Lateral thinking Pruning and focus Action orientation Communi- cation Face-to- face Phone, Distance PowerPoint Team effort Division of labor Project focus Delivery Practicum Evolution

Practicum Schedule Nov 3 rd : Kickoff Company presentations get to know each other. Nov 11 th -12 th : Proposals back to company. Feb 7 th -11 th : Progress reviews with clients. Feb 24 th -March 3 rd : Final reports to clients.

Team tasks each week Report progress to client with copy to Andres. Meet with team to share ideas, identify progress, roadblocks. Create effective organizational structure. Maintain steady pressure against your goals.

Research methods - general Web searches Library databases Literature search Interview experts Data analysis Focus groups Structured phone interviews Surveys (Qualtrics).

Structured depth interviews With experts, clients, customers, suppliers. Typically take at least 30 minutes. Initial contact is through client. Role of student interviewer as consultant to client is understood by all. Can be confidential if interviewee desires.

This year’s Marketing Practicum Projects 1:20-1:55: Marcia Osborne. 2:00-2:25: Peter O’Sullivan, Tao He, Don Linsenmann. 2:30-2:55: Dan Russell, Cristina Zabeu. 3:00-3:25: Matt Taliaferro.