1. Kaplan University School of Business and Management GB530:Marketing Management Personal Marketing Plan Units 5 and 6

2. Vision – James McComas Personal Marketing Plan
A. Vision
a. Strategic Intent
To complete the Business of Administration program then advance professionally from a job to a career
b. Desired Company and Job
Payroll/Benefits Manager with the US Federal Government, Washington, DC

3. Marketing Summary – James McComas Personal Marketing Plan
B. Marketing Summary
a. SWOT
Strengths
Hard-working, fast-learning, dedicated team player
Strong sense of personal values
Consistent and trustworthy
Weaknesses:
Lack of payroll/benefits experience
Often feels deflated due to lack of experience
Sometimes reserved and distant
Opportunities:
More employable due to MBA degree
Human Resources is a growing field
Growing economy
Threats:
More experienced payroll/benefit professionals
Competition with other MBA students
Hiring freeze

4. Marketing Summary – James MCComas Personal Marketing Plan
B. Marketing Summary (continued)
b. Competition
The main competition will come from those individuals who are already employed by the Federal Government seeking to move into a payroll/benefits manager role. Additional competition will come from other HR professionals who have more experience with payroll/benefits. Current graduates who are newly entering the job market will also be competition as companies can offer them a lower salary and they will accept
c. Core Competency
The most imperative core competency is to learn and comprehend the materials discussed throughout the MBA program. It is also very important that I learn everything aspect of HR (not just my desired field) as opportunities of advancement in other HR areas may arise.

5. Target Markets – James MCComas Personal Marketing Plan
C. Target Markets
Industry : Accounting and Finance Industry
Demographic : Medium to large size company contingent upon staff size
Culture : My work preference is that of a progressive culture with integrated departments, a defined mission, collaborative management team, and values employees while providing a work-life balance
Three example firms or organizations
US Federal Government (all sectors with an accounting dept.)
NIH (National Institute of Health)
Freddie Mac
Three reasons why your chosen segments are attractive target markets.
Job stability with retirement opportunity
Growth opportunities through career advancement
Highly known and respected organizations

6. Positioning Statement – James McComas Personal Marketing Plan
D. Positioning Statement
I am a mature, self motivated, dedicated, recent MBA graduate of Kaplan University with over 13+ years of accounting experience. I am a loyal, hard- working, professional individual who works well independently or with a team. Achieving success is a top priority for me both personally and professionally.
Two words or phrases that are related to the skills and/or knowledge you would like to offer to the market:
Ability to adapt to a changing environment
Innovative team player
Two words or phrases that identify personal traits you would bring to the job market
Sets high standards of performance
Open-minded and tolerant of others

7. Marketing Mix – James MCComas Personal Marketing Plan
E. Marketing Mix
Product
I have the ability to get along well with others. This is very important to the Human Resource function as many times it is the HR person who serves as a laison between management and employees.
I have the ability to learn quickly. When there is something that I need to learn in order to perform my job well, I have the ability to research, learn, and apply the new skills in a timely manner.
Government rules and regulations can change on a day’s notice and, as a dedicated Human Resources professional, I have the ability to adapt quickly.
My work availability is extremely flexible.
I have never received less than an “Excellent” in any job evaluation given me.
I take pride in doing my job well and being a contributing member of the management team.

8. Marketing Mix – James MCComas Personal Marketing Plan
Price
In western North Carolina, the salary range for Human Resource Managers is $$47,801 to $112,377. (This information was gathered from payscale.comand salary.com.)
I am seeking the job that would pay the $50,000-$60,000 per year but am open to negotiation.

9. Marketing Mix – James MCComas Personal Marketing Plan
Place
Geographical: Asheville-Waynesville, NC Area
Distribution channels: I will utilize online job search utilities , available job banks, and word of mouth from friends and acquaintances.
Two direct channels: I will submit resume’s to available job openings as well as letters of application to companies with whom I am interested in working.
Two indirect channels: I will give resume’s to friends and family who currently work for the companies seeking Human Resource representatives.

10. Marketing Mix – James MCComas Personal Marketing Plan
Promotion
I will send letters of application to employers with current available positions, as well as those with whom I am interested in working. I will also join online job boards. I have a friend that works for the NC Employment Security Commission. I will let her know that I am available and looking for work so that she can keep me in mind when a position comes into their branch office. I will also visit Job Fairs to meet employers who are looking for workers and distribute my resume.
Being a gregarious person, I have been able to get to know customers where I currently work. In talking to them, I will discuss my job goals and experiences, and then give them a business card in case they hear of a position for which I may qualify. This would be a good way to hear about local job openings before they become available to the general public.
Joining the same local gym in order to meet business people in order to get the word out that I am looking for a Human Resource position would be a good way to spread the word, so to speak. Working people tend to work out of the evenings and if I join them, I may meet just the right person who could refer me to just the right job.
I will pin my business card up on the information boards of local hangouts for business people. While they are looking for someone to fix their roofs, they will see my business card and it may trigger a response from them when they are looking for a Human Resource person.

11. Marketing Mix – James McComas Personal Marketing Plan
I will utilize my contacts on Facebook to advertise the fact that I am looking for a Human Resources position in the Haywood, Jackson, and Buncombe County areas. Due to the fact that I know a lot of people, who ALSO know a lot of people, I may be able to connect with the right person who can help me find the right job.
I will volunteer time at local events such as the river clean-up (held once a year), foot races, or blood drives so that I can meet business people and get to know them. When they see my resume’ in their mailbox, and the name rings a bell as someone they have worked with on volunteer activities, they may be more likely to give me an interview.
I will contact a recruiter for this area to let them know that I am available and looking for work so they will have another name to forward to employers who are seeking Human Resource personnel.

12. Implementation – James MCComas Personal Marketing Plan
F. IMPLEMENTATION
Next Steps in Next Quarter : I will purchase business cards and begin to distribute. I will make contact with friends and family who may know of job openings where they work. I will also determine what volunteer opportunities are available to me and begin to make those contacts.
Next Steps in Next 6 Months: I will join a gym and get to know other people who work out. I will also make contact with friends who work with employment agencies and keep in touch with them at least once a week.
Next Steps in 1 Year: I will complete my MBA with a concentration in Human Resource Management
Next Steps in 5 Years: Within five years I will be working at my new job and will be developing the skills that will make me a valuable employee who is considered to be an asset to the overall management team. 

13. References
Kotler, P., & Keller, K.L. (2012). Marketing management (14th ed.). Upper Saddle River, NJ: Pearson Prentice Hall.
Payscale.com, Human Resource Manager Pay Scale,
Salary.com, Human Resource Manager Pay Scale,