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MP301_Marketing and Promotions

MP301_Marketing and Promotions. Ric Peterson ric@ricpeterson.com 206.334.5308 www.ricpeterson.com/mkg_ais. Objectives.

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MP301_Marketing and Promotions

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  1. MP301_Marketing and Promotions Ric Peterson ric@ricpeterson.com 206.334.5308 www.ricpeterson.com/mkg_ais

  2. Objectives • The purpose of this course is very straight-forward: you are a businessperson. Whether you are running your own business, an employee or contractor in someone else’s business, or delegating the responsibilities of daily operations to someone else, this is your business. • Marketing and Promotions focuses on the Product, Place, Price and Promotion of your business as well as a strategy to effectively target and reach customers, communicate effectively, and differentiate yourself from the competition. • You will write a Marketing Plan • Create Idea Book Folio and commentary • Create drafts for • business papers • promotional print materials • website • marketing mix strategy. • Marketing and Promotion is often the Achilles heal of many entrepreneurs. We will work extensively on communications skills through writing, presentation and research skills.

  3. Attendance • Attendance will be recorded each week, beginning and midpoint of class, per school policies, which are clearly defined in the AIS Student Handbook. The students are responsible for being in class on time, with all necessary materials, ready to work. • Attendance is reflected in your grade. In case you are absent, it is your responsibility to get all materials and information you missed. • I have never heard a successful businessperson say “I wish I had studied less, gone to fewer classes, learned less.” The inverse of this statement is common. Come to class; contribute to everyone’s knowledge and success.

  4. Grades A 4.0 100 A- 3.7 95 B+ 3.4 91 B 3.0 87 B- 2.7 83 C+ 2.4 79 C 2.0 75 C- 1.7 71 D+ 1.4 67 D 1.0 63 F 0.0 59 and below

  5. Assignments and Grading

  6. Assignments

  7. Assignments

  8. Agenda • Week One_Oct 7 • Introductions • Instructor Biography • Syllabus Overview • Assignment Overview • Beginning Marketing • Week Two_Oct 14 • Article Review discussion • SWOTT Analysis • Research • Target Audience • Attributes • Week Three_Oct 21 • Marketing Vehicles • Business Papers • Print Media • Direct Mail • Ads • Brochures • Sourcebooks • Websites • Email

  9. Agenda • Week Four_Oct 28 • Marketing Draft One Due • Marketing Draft presentation in class • Idea Book Discussion • Week Five_Nov 4 • Idea Book Due • Idea Book Presentation • Branding • Marketing materials discussion • Week Six_Nov 11 • Marketing map and Timeline Due • Research and Resources • Analyzing the Competition

  10. Agenda • Week Seven_Nov 18 • Biz Papers and Marketing Materials Due • Presentation: Biz Papers and Marketing Materials • Week Eight_Nov 25 • Websites Discussion • Week Nine_Dec 2 • Web site due • Presentation:Web site • Week Ten_Dec 9 • Marketing Plan Due • Presentation: Marketing Plan • Week Eleven_December 16 Marketing plan Due Presentation Marketing plan

  11. Assignment Detail • Class site • You are required to check in on the class site weekly. • You will find updates to material presented in class • Templates • Research links • Insightful, thought provoking discussion questions • Help from other students • Answers to frequently asked questions

  12. Assignment Detail • Week 2_Article Review • 750 -1050 word paper. Find an article on marketing, branding, advertising, promotion, advertising campaign or sales strategy and write a review of the articles principles and viewpoint, including your perceptions, rationality and theories. • Use at least two other resources to support your arguments, and cite your references.

  13. Assignment Detail • Week 4_Oct 25 • Marketing Plan_Draft 1 • Description, SWOTT, Target Audiences, Attributes • Marketing Plan Draft 1_Presentation

  14. Assignment Detail • Week 5 _ Idea Book Folio • The idea book is a collection of logos, business papers, ads, websites, marketing materials, color palettes, images, videos, design and composition that you will use as reference materials for your papers, portfolios and marketing materials. • This may be any combination of physical clippings, photographs, digital files, jpgs, pdfs, sketches, papers, three dimensional objects. • This Folio Must include • Your reasons, observations, commentary, thought process, and critical analysis for why a piece is included in your folio. • Presentation of Idea Book

  15. Assignment Detail • Week 6_PaperMarketing Map and Timeline • Week 7_Business Papers and Marketing Materials • Presentation_Business Papers, and printed marketing materials

  16. Assignment Detail • Week 9_Website • A Draft website is due week 9. This website can be in any software program or html. Even Powerpoint works. • Website should highlight • Navigation • Images • Verbal content relating to marketing, promotion and capabilities of business • Contact information • Brand consistency to promotional materials, • Draft for a Web Designer to complete project if necessary. • Upgradeability • Presentation_Website in Class

  17. Assignment Detail • Week 10_Marketing Plan • Final Marketing Plan Paper is Due • Presentation of Final Marketing Plan in Class • Week 11

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