Strategic Management Process

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Strategic Management Process

  1. 1. Strategic Management Process Lecture 2 COMT 492/592
  2. 2. Overview <ul><li>Planning </li></ul><ul><li>Formative Research </li></ul><ul><li>Message Design </li></ul><ul><li>Pre-testing </li></ul><ul><li>Implementation </li></ul><ul><li>Evaluation & Feedback </li></ul>
  3. 3. Step 1. Listening <ul><li>Background analysis </li></ul><ul><ul><li>Lit review </li></ul></ul><ul><ul><li>Review of epidemiological data </li></ul></ul><ul><ul><li>Interviews w/ key informants & target customers </li></ul></ul><ul><li>Look at environment </li></ul><ul><ul><li>Access, availability of resources that affect goal </li></ul></ul><ul><ul><li>Community support </li></ul></ul><ul><ul><li>Networking </li></ul></ul><ul><li>Analyze your resources </li></ul><ul><ul><li>Staff </li></ul></ul><ul><ul><li>Budget </li></ul></ul>
  4. 4. Step 2. Planning <ul><li>Defining campaign objective </li></ul><ul><li>Choose specific goals </li></ul><ul><li>Define core marketing strategy </li></ul>
  5. 5. Step 2 (cont’d). Planning <ul><li>Once goal has been chosen, or problem area to address, now you are ready to conduct in-depth audience research </li></ul><ul><li>Qualitative </li></ul><ul><ul><li>Focus groups w/ audience segments </li></ul></ul><ul><ul><li>Ascertain audience barriers to goal behavior </li></ul></ul><ul><ul><li>Find out tastes, media uses, wants, etc. </li></ul></ul><ul><ul><li>What are differences among segments? </li></ul></ul><ul><ul><li>What are perceived costs & benefits of target behavior? </li></ul></ul>
  6. 6. Planning (cont’d) <ul><li>Quantitative research </li></ul><ul><ul><li>Baseline survey enables you to assess baseline indicators of target behavior and attitudes </li></ul></ul><ul><ul><ul><li>(preferably broken down by stage of behavior change) </li></ul></ul></ul><ul><ul><ul><li>Later can be used to evaluate campaign’s impact </li></ul></ul></ul>
  7. 7. Step 3. Structuring <ul><li>Analysis </li></ul><ul><ul><li>Analyze the problem: </li></ul></ul><ul><ul><ul><li>reconfigure the identified problem as a behavioral or psycho-social goal </li></ul></ul></ul><ul><ul><li>Analyze media uses </li></ul></ul><ul><ul><li>Analyze your own resources </li></ul></ul><ul><li>Strategic plan </li></ul><ul><ul><li>Clarify goals and objectives </li></ul></ul><ul><ul><li>Choose mix of media </li></ul></ul><ul><ul><li>Plan distribution </li></ul></ul><ul><ul><ul><li>public relations; media partners </li></ul></ul></ul><ul><ul><li>Map out workplan </li></ul></ul><ul><ul><ul><li>Internal business plan </li></ul></ul></ul><ul><ul><li>Plan monitoring & evaluation </li></ul></ul>
  8. 8. Step 3 (cont’d). Structuring: Message and materials development <ul><li>Identify appropriate channels </li></ul><ul><ul><li>Format </li></ul></ul><ul><ul><li>Media outlets </li></ul></ul><ul><ul><li>Messengers </li></ul></ul><ul><li>Develop effective messages </li></ul><ul><ul><li>Theories of behavior change </li></ul></ul><ul><ul><li>Translate audience research into message concepts </li></ul></ul><ul><li>Production </li></ul><ul><ul><li>Draft materials using creative energies </li></ul></ul>
  9. 9. Step 4. Pre-testing <ul><li>Recruit sample of target audience </li></ul><ul><ul><li>Focus group </li></ul></ul><ul><ul><li>Show draft materials </li></ul></ul><ul><ul><li>Record responses </li></ul></ul><ul><li>Revise materials to accommodate audience feedback </li></ul>
  10. 10. Step 5. Implementation <ul><li>Produce messages </li></ul><ul><li>Distribute </li></ul><ul><ul><li>Community partners </li></ul></ul><ul><ul><li>Obtain paid or free media </li></ul></ul><ul><li>Generate publicity </li></ul><ul><li>Monitor success </li></ul><ul><ul><li>Message production & distribution </li></ul></ul><ul><ul><li>Audience response </li></ul></ul><ul><ul><li>Community response </li></ul></ul><ul><ul><li>Cycle feedback into production & plan </li></ul></ul>
  11. 11. Step 6. Monitoring: Evaluation & feedback <ul><li>Choose evaluation indicators </li></ul><ul><li>Choose methods </li></ul><ul><ul><li>Data from existing sources </li></ul></ul><ul><ul><li>Pre-test/post-test comparisons </li></ul></ul><ul><ul><li>Tracking data (e.g., hotline or client records) </li></ul></ul><ul><ul><li>Use control groups (field experiment) </li></ul></ul><ul><li>Analyze & write up results </li></ul>

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