1. Coverage
1.1. a. Defining Marketing for the 21st Century
1.1.1. 1. What is marketing
1.1.1.1. meeting needs profitably
1.1.1.1.1. Needs
1.1.1.1.2. Wants
1.1.1.1.3. Demands
1.1.2. 2. How it works
1.1.2.1. exchange and transactions
1.1.3. 3. What is marketed
1.1.3.1. Goods
1.1.3.2. Services
1.1.3.3. Events
1.1.3.4. Experiences
1.1.3.5. Persons
1.1.3.6. Places
1.1.3.7. Properties
1.1.3.8. Organizations
1.1.3.9. Information
1.1.3.10. Ideas
1.1.4. 4. Who does marketing
1.1.4.1. Marketers & Prospects
1.1.4.1.1. Demand states
1.1.4.2. Markets
1.1.4.2.1. Basic
1.1.4.2.2. Key customer
1.1.4.2.3. Grouping
1.1.5. 5. Marketing challenges
1.1.5.1. Changing technology
1.1.5.2. Globalization
1.1.5.3. Deregulation
1.1.5.4. Privatization
1.1.5.5. Customer empowerment
1.1.5.6. Customization
1.1.5.7. Heightened competition
1.1.5.8. Industry convergence
1.1.5.9. Retail transformation
1.1.5.10. Disintermediation
1.1.6. 6. Orientation to Marketplace
1.1.6.1. Production concept
1.1.6.2. Selling concept
1.1.6.3. Product concept
1.1.6.4. Marketing concept
1.1.6.5. Holistic Marketing concept
1.1.6.5.1. Relationship marketing
1.1.6.5.2. Integrated marketing
1.1.6.5.3. Internal marketing
1.1.6.5.4. Social responsibility marketing
1.1.7. 7. Core Concepts
1.1.7.1. Needs, wants, & demands
1.1.7.2. Target markets, positioning, & segmentation
1.1.7.3. Offerings & brands
1.1.7.4. Value & satisfaction
1.1.7.5. Marketing channels
1.1.7.6. Supply chain
1.1.7.7. Competition
1.1.7.8. Marketing environment
1.1.7.9. Marketing planning
1.1.8. 8. Shifts in Marketing Management
1.1.8.1. Marketing does the marketing
1.1.8.2. Organizing by product units
1.1.8.3. Making everything
1.1.8.4. Using many suppliers
1.1.8.5. Relying on old market positions
1.1.8.6. Emphasizing tangible assets
1.1.8.7. Building brans thru advertising
1.1.8.8. Attracting customers thru stores
1.1.8.9. Selling to everyone
1.1.8.10. Focusing on profitable transactions
1.1.8.11. Focus on gaining market share
1.1.8.12. Being local
1.1.8.13. Focus on financial scorecard
1.1.8.14. Focus on shareholders
1.1.9. 9. Marketing Management Tasks
1.1.9.1. a. Developing marketing strategies and plans
1.1.9.2. b. Capturing marketing insights
1.1.9.3. c. Connecting with customers
1.1.9.4. d. Building strong brands
1.1.9.5. e. Shaping the market offerings
1.1.9.6. f. Delivering value
1.1.9.7. g. Communicating value
1.1.9.8. h. Creating long-term growth
1.2. b. Developing Marketing Strategies and Plans
1.3. c. Collecting Information and Forecasting Demand
1.4. d. Conducting Marketing Research
1.5. e. Creating Long-term Loyalty Relationships
1.6. f. Analyzing Consumer Markets
1.7. g. Analyzing Business Markets
1.8. h. Identifying Market Segments and Targets
1.9. i. Creating Brand Equity
1.10. j. Crafting the Brand Positioning
1.11. k. Competitive Dynamics
1.12. l. Setting Product Strategy
1.13. m. Designing and Managing Services
1.14. n. Developing Pricing Strategies and Programs
1.15. o. Designing and Managing Integrated Marketing Channels
1.16. p. Managing Retailing, Wholesaling, and Logistics
1.17. q. Designing and Managing Integrated Marketing Communications
1.18. r. Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations
1.19. s. Managing Personal Communications: Direct and Interactive Marketing, Word of Mouth, and Personal Selling
1.20. t. Introducing New Market Offerings
1.21. u. Tapping into Global Markets
2. Learning Tasks
2.1. Presentation of assigned topics
2.1.1. Mind map
2.1.2. Written report
2.1.3. Slides presentation
2.2. Critical thinking exercises
2.2.1. Essays
2.2.2. Book review
2.2.3. Course synthesis
2.2.4. Other assignments
2.3. Active class participation
3. Marketing Plan
3.1. 0. Introduction
3.1.1. 0.1. Purpose
3.1.2. 0.2. Stakeholders
3.1.3. 0.3. Project team
3.1.4. 0.4. Related documents
3.1.5. 0.5. Author(s)
3.1.6. 0.6. Sign-off list
3.1.6.1. Training
3.1.6.2. Channels
3.1.6.3. International
3.1.6.4. Public Sector
3.1.6.5. Sales
3.1.6.6. Marketing communications
3.1.6.7. Product management
3.2. 1. Executive Summary
3.2.1. 1.1 Customer and Market Analysis
3.2.2. 1.2. Service Offer definition
3.2.3. 1.3. Revenue Forecast and Financial Analysis
3.2.4. 1.4. Sales Execution Plan
3.2.5. 1.5. Go-To-Market Strategy
3.3. 2. Situation Analysis
3.3.1. 2.1 Market Summary
3.3.1.1. 2.1.1. Market Demographics
3.3.1.1.1. Target Customer/s
3.3.1.1.2. Customer Segmentation
3.3.1.2. 2.1.2. Market Needs
3.3.1.3. 2.1.3. Market Growth
3.3.1.3.1. Total Available market
3.3.2. 2.2 SWOT Analysis
3.3.2.1. 2.2.0. What is driving us to do this?
3.3.2.2. 2.2.1. Strengths
3.3.2.3. 2.2.2. Weaknesses
3.3.2.4. 2.2.3. Opportunities
3.3.2.5. 2.2.4. Threats
3.3.2.6. 2.2.5. Customer Findings - What have we learned from customers?
3.3.3. 2.3 Competition
3.3.3.1. Do we have competitors and threats in these target markets with the proposed offerings?
3.3.3.2. What are our competitors doing and how are they positioning?
3.3.3.3. How do we position against each competitor?
3.3.4. 2.4. Offer Definition
3.3.4.1. Service Offer
3.3.4.1.1. What are we selling?
3.3.4.1.2. Product definition
3.3.4.1.3. Pricing
3.3.4.1.4. Packaging
3.3.4.1.5. Positioning
3.3.4.2. Value Proposition
3.3.4.2.1. What is the Value Proposition to the Customer?
3.3.4.2.2. What pain are we solving?
3.3.5. 2.5. Keys to Success
3.3.6. 2.6. Critical Issues
3.4. 3. Marketing Strategy
3.4.1. 3.1. Mission
3.4.2. 3.2. Marketing Objectives
3.4.3. 3.3. Financial Objectives
3.4.4. 3.4. Target Markets
3.4.5. 3.5. Positioning
3.4.5.1. Positioning & Messaging
3.4.5.1.1. What is the key messaging and positioning for the service offer? (Pain, alternatives, solution)
3.4.5.1.2. How do we communicate internally?
3.4.5.1.3. How do we communicate externally?
3.4.5.2. Demand Generation & Lead Qualification
3.4.5.2.1. How do we generate and qualify new leads for the target offer?
3.4.5.2.2. Prospect Lists
3.4.5.2.3. Key Questions to Ask
3.4.5.2.4. Sales Collateral
3.4.5.2.5. Presentations
3.4.5.2.6. Data Sheets
3.4.5.2.7. White Papers
3.4.5.2.8. ROI Tools
3.4.5.2.9. Other Sales Tools (web site, etc.)
3.4.6. 3.6. Strategies
3.4.6.1. Sales Strategy
3.4.6.1.1. Direct Sales Strategy
3.4.6.1.2. Inside Sales Strategy
3.4.6.1.3. Channel Sales Strategy
3.4.6.2. Promotion Strategy
3.4.6.2.1. Marketing Programs (Installed base versus new prospects)
3.4.6.2.2. Advertising (Publications, etc.)
3.4.6.2.3. Analyst Relations (Target Analysts)
3.4.6.2.4. Public Relations
3.4.6.2.5. Events (Trade shows, SEO/SEA, Seminars)
3.4.6.2.6. Webinars
3.4.6.3. Partner Strategy
3.4.6.3.1. Channel Strategy
3.4.6.3.2. Technology Partnerships
3.4.6.3.3. Solutions Partners
3.4.7. 3.7. Marketing Mix
3.4.8. 3.8. Marketing Research
3.4.8.1. Market Survey Questionnaire
3.4.8.1.1. WHEN
3.4.8.1.2. WHO
3.4.8.1.3. WHAT
3.4.8.1.4. WHY (& HOW)
3.4.8.1.5. WHERE
3.4.8.1.6. WHY NOT
3.5. 4. Financials
3.5.1. 4.1. Break-even Analysis
3.5.2. 4.2. Revenue Forecasts
3.5.2.1. Revenue and P&L Forecast (5 years)
3.5.2.2. Revenue should be split out quarterly
3.5.3. 4.3. Cost Analysis
3.5.3.1. Should include a description of the costs in entering this business and profitability analysis
3.5.4. 4.4. Profitability Analysis
3.5.4.1. P&L for the offer to include gross margin, net income and break-even analysis
3.6. 5. Controls
3.6.1. 5.1. Implementation
3.6.1.1. Measure and Improve
3.6.1.1.1. Numbers, budget, waterfall, break-even (cost>leads>trials>deals)
3.6.1.1.2. Sales Programs
3.6.1.1.3. Accelerated Learning Strategy, Controls, Metrics
3.6.1.1.4. Include feedback loops
3.6.1.1.5. Include financial metrics (definition of success)
3.6.1.1.6. Pipeline reports, etc…
3.6.2. 5.2. Marketing Organization
3.6.3. 5.3. Contingency Planning
3.6.3.1. M&A?
3.6.3.2. Risk Analysis & Mitigation