1. Why Marketing?
August 19, 2005
Jonlee Andrews
Fred Roedl
Erik Medina
Marketing Major/Minor Fall 2005 1

2. Marketing – it’s more than you realize!
Your life after the Kelley School…
Profit = (Market Size x Market Share) x (Price – Var. Cost) - Fixed Cost
Profit
Time
2003 2004 2005 2006 2007
Marketing Major/Minor Fall 2005 2

3. Marketing drives key financial outcomes
Financial Outcomes
Revenue - costs 4 Mktg. Spending
Customer Channels Company
3 Responses 1
Actions
- Awareness -Carry
-Promote - New products
- Product trial - Pricing
-etc.
- Satisfaction - Advertising/Promotion
- Repeat purchase 2 - Channel programs
- Word-of-mouth - Loyalty programs
- etc. - etc.
Marketing Major/Minor Fall 2005 3

4. A few of life’s big questions…
– How do you estimate the size of an emerging market or technology?
– How do you estimate market share for a new product/service?
– How do you reposition a brand?
– What’s the value of a branded component (the “Intel inside” logo)?
– When and how do you take an established brand into new product
categories?
– How do you increase customer loyalty?
– How do you use product line extensions to increase market share?
– How do you price a new product/service?
– How do you increase price without losing customers … or decrease
it without setting off a price war?
– How do you measure the financial impact of marketing spending?
Marketing Major/Minor Fall 2005 4

5. Career opportunities in marketing
• Product/marketing/brand management
• Retail strategy and management
• Consulting
• Marketing communications: advertising account
management/account planning
• Professional sales
• Marketing research
Marketing Major/Minor Fall 2005 5

6. Kelley is a great place for marketing!
• Recruiters in the BusinessWeek survey ranked
Kelley #6 in marketing.
• Recruiters in the Wall Street Journal survey rank
Kelley #3 in marketing.
• Kelley has more marketing majors (as a percent of
student body) than any other top program.
• We have thousands of Kelley Marketing alumni and
they can be found in marketing positions in hundreds
of well-known companies.
Marketing Major/Minor Fall 2005 6

7. Who Hires Kelley Marketing MBAs?
Chemicals and Commodities Consumer Products Kraft
Ashland Chemical Anheuser-Busch M&M/Mars
Dow Chemical Brown Forman Mead Johnson Nutritionals
Dupont Capital One Miller Brewing
Ecolab Campbell’s Nabisco
H.B. Fuller Church and Dwight Nestle Frozen Foods
Owens Corning Colgate-Palmolive Nestle/Purina
PPG Industries ConAgra OnStar
Conglomerates Del Monte Oscar Mayer
Emerson Electric Ford Philip Morris
General Electric Frito-Lay Procter & Gamble
General Mills Quaker Oats
Consulting General Motors Reckitt-Benckiser
A.T. Kearney Gillette R. J. Reynolds
Cap Gemini/Ernst & Young Hasbro Sara Lee/Hanes
Deloitte Consulting Hormel Foods Scott’s Company
Kurt Salmon International Multifoods Spectrum Brands
PriceWaterhouseCoopers Johnson & Johnson Toyota
Kellogg Unilever
Kimberly-Clark Volkswagen
Whirlpool
Marketing Major/Minor Fall 2005 7

8. Who Hires Kelley Marketing MBAs?
Healthcare Industrial Manufacturing Sales Promotion//Market
Abbott Labs 3M Resarch/Advertiisng
Baxter Cummins, Inc. Agencies
CIGNA Healthcare Ideal Industries AC Nielsen
Guidant Ingersoll Rand BBDO Advertising
Hill-Rom United Technologies Finelight Advertising
Johnson & Johnson Octagon
Pharmaceuticals
Medtronic Tracy-Locke Partnership
Eli Lilly & Company
Roche Diagnostics Sports and Entertainment
GlaxoSmithKline
AOL Time Warner
High Tech Pfizer
Harrah’s
Cisco Systems Retail The Walt Disney Company
Compaq Computer Albertson’s/Jewel-Osco
Dell Telecommunications
Eddie Bauer
Hewlett Packard Motorola
Gap, Inc.
IBM Sprint
Home Depot
Intel Kmart Transportation
Lexmark Lands’ End American Airlines
Lucent Target Delta Airlines
Microsoft Wal-Mart Independence Airlines
StorageTek YUM! Brands (KFC, PH, TB) Northwest Airlines
Marketing Major/Minor Fall 2005 Sabre 8

9. The marketing major
• Fifteen credit hours are required.
• Twelve of these must be in Marketing.
• Two of the following courses are required:
– M511 Marketing Productivity and Performance
Analysis (1.5 cr.)
– M512 Marketing Strategy (1.5 cr.)
– M513 Marketing Strategy Simulation (1.5 cr.)
• You can take all 3 if you want!
Marketing Major/Minor Fall 2005 9

10. Plus 9 credits from the following
M503 Applied Marketing Research (1.5 cr.)
M521 Implementing Marketing Programs (1.5 cr.)
M522 New Products Management (1.5 cr.)
M530 Business to Business Marketing Strategy (1.5 cr.)
M537 Consumer Channels Management (1.5 cr.)
M544 Managing Advertising and Sales Promotion (1.5 cr.)
M546 Marketing Practicum (Osmocote projects) (1.5 cr.)
M549 Marketing Intelligence Management (1.5 cr.)
M550 Customer Oriented Strategies (1.5 cr.)
M590 Independent Study in Marketing (1.5 cr.)
M594 Global Marketing Management (1.5 cr.)
M595 Special Topics in Marketing (1.5 cr.) may be taken more than once for credit,
assuming different topics are covered. Pricing; Brand Asset Management.
Marketing Major/Minor Fall 2005 10

11. 3 credits in courses outside of marketing
• There are many great non-marketing courses
• Here are a few that we highly recommend.
A576: Strategic Cost Planning
F509: Financial Analysis for Corporate Decisions
F546: Corporate Financial Strategy
L533: Ethical Responsibilities of Managers
W503: Creativity and Innovation
W505: Power, Persuasion, Influence and Negotiation
K507: Basic Decision Models
K509: Spreadsheet Modeling for Marketing
P552: Project Management
P561: Supply Chain Management
Marketing Major/Minor Fall 2005 11

12. Marketing minor: 6 credits from the same list
M503 Applied Marketing Research (1.5 cr.)
M511 Marketing Productivity and Performance Analysis (1.5 cr.)
M512 Marketing Strategy (1.5 cr.)
M513 Marketing Strategy Simulation (1.5 cr.)
M521 Implementing Marketing Programs (1.5 cr.)
M522 New Products Management (1.5 cr.)
M530 Business to Business Marketing Strategy (1.5 cr.)
M537 Consumer Channels Management (1.5 cr.)
M544 Managing Advertising and Sales Promotion (1.5 cr.)
M546 Marketing Practicum (Osmocote projects) (1.5 cr.)
M549 Marketing Intelligence Management (1.5 cr.)
M550 Customer Oriented Strategies (1.5 cr.)
What about a minor
M590 Independent Study in Marketing (1.5 cr.) outside of marketing?
M594 Global Marketing Management (1.5 cr.)
M595 Special Topics in Marketing (1.5 cr. per section)
Marketing Major/Minor Fall 2005 12

13. The marketing faculty…
• High profile within the profession
– Members of ALL major marketing journal editorial review
boards.
– Former president of the American Marketing Association
– Authors of leading textbooks
– Founder of the leading journal in new products/ innovation
management
– Frequent keynote speakers at major industry conferences
– Prolific researchers who are also committed teachers ….
So what?
Marketing Major/Minor Fall 2005 13

14. We consult with many companies
around the world…here are just a few
3M Ameritech
Hallmark Cards
IBM Ashland Inc
Kimberly Clark
Eddie Bauer BellSouth
Lincoln National Life
Eli Lilly Boehringer Mannheim Corp.
Monsanto
Rolls Royce Bristol Meyers Squibb
Whirlpool
KPMG Consulting British Telecom (UK)
Pizza Hut
General Motors Citibank (US and Asia)
Procter & Gamble
Ingersoll-Rand Dept of Industry Trade &
Ransburg Corporation
Motorola Commerce, Canada
Sprint
Kraft-Oscar Mayer Diebold
Siemens
Guidant Digital Equipment
Tropicana Corporation
M&M/Mars
Marketing Major/Minor Fall 2005 14

15. Marketing: good “ROI” for you!
Signing
Median Salary* Bonus*
Marketing/Sales $ 77,608 $12,000
Finance/Acctg 77,761 12,000
Human Resources 69,877 5,000
Operations 81,000 15,000
Consulting 81,800 10,000
* Preliminary data as of August 20, 2004
Marketing Major/Minor Fall 2005 15

16. Why marketing at Kelley?
• A field where you can combine creative
insights with hard core analytics to deliver
top and bottom-line results.
• A world-class department.
• A strong sense of community.
Marketing Major/Minor Fall 2005 16

17. Kelley IS Marketing
•Questions?
Marketing Major/Minor Fall 2005 17