1. Marketing Jedi | Tanner Stewart, Kyle Chambers, Dan Klocke
Conclusion: Dr. Raska’s classes provide the necessary skills and environment to get students ready for their future jobs. Through client based
projects, resume building and an affordable class, David has the ability to attract new students to enroll in his spring classes. However, in order
to do this he will have to take his teaching online through a hybrid class to capture the $80,000 available.
What do future Jedi's need? Low income
undergraduate business students at NKU, who worry
about their future careers after graduation need a class
that provides an affordable, hands on marketing
experience that can help build their resumes and create a
network that leaves them better prepared for future job
opportunities.
How does Dr. Raska meet Jedi’s needs?
He provides an engaging and exciting classroom through
client based projects that lead to connections to business
professionals and internship opportunities. He creates an
affordable class that requires no textbook, helps build
Jedi’s resumes and bestows valuable marketing skills for
future employment.
Executive Summary

2. What Makes David Unique?
Marketing Jedi | Tanner Stewart, Kyle Chambers, Dan Klocke
Take-Away: Dr. Raska is a marketing Jedi, that provides future Jedi's with connections to business
professionals through client based projects, internship opportunities, resume building and an exciting
classroom environment that has a focus on building relationships with classmates and to gain
valuable marketing skills for future employment. David keeps his classes affordable for all students by
not requiring a textbook.
“Client projects + related
internship(s) is a
dynamite combination.”
Kevin Staverman:
Former Jedi
Senior ResearchAnalyst at Nielsen

3. How can Yoda satisfy prospective clients needs?
Marketing Jedi | Tanner Stewart, Kyle Chambers, Dan Klocke
Take-Away: For the low income undergraduate
business students at NKU, working part-time jobs,
managing many other responsibilities, who worry about
their future careers after graduation and are very
conscientious with their money, David’s classes provide
what they need by being an affordable, hands on
marketing experience that can help build their resumes
and create a network that leaves them better prepared
for future job opportunities.
I had two interviews for the role and used
my Drink Hoist project as an example of
marketing work I had done and told the
hiring manager and Director that project
is what really made me realize I wanted
to work in marketing. They were very
impressed!
Taylor North
Former Jedi

4. Marketing Jedi | Tanner Stewart, Kyle Chambers, Dan Klocke
Take-Away: David‘s target market is low income students that work part-time and worry about future jobs after
graduation. His positioning strategy is to offer real work experience and resume building for students to be
better prepared to enter the future job market and doing so at a low affordable price while not requiring a
textbook.
Affordable
Realworkexperience
Everyone
else
What positioning strategy should David use?
Producing Marketing Jedi's

5. How can David increase his class sizes for the spring?
Marketing Jedi | Tanner Stewart, Kyle Chambers, Dan Klocke
Recommendation: David should offer a hybrid or online course for the 2017 spring semester. This will give
students in class experience while allowing them more freedom to complete client based projects. He can still
create internship opportunities, resume building and an exciting classroom environment online that would appeal
to all of his future marketing students.
Why online?
• Flexibility
• Accessibility
• Reduced cost
• Engagement
• Pace
• Comfort
“More NKU students are
taking online classes than
ever before. Last year 20% of
all credit hours were earned
online” – NKU annual Report

6. Appendix

7. Bluezzoon NKU Sports
Business
NKU Centerfor
EconomicEd
The Inkubator Teach Econ
Instagram 227 86 - - 476
Facebook 712 - 76 163 104
Twitter 149 1,170 334 302 1,032
LinkedIn 67 - - - 500+
Bottomlines: A unique way to connect
with students, by offering
tips, classroom insights,
and networking
opportunities
Awareness of Norse
networking events
Insightful article postings
relating to financial
education
Review current business
ideas and results
Keep up to date with
events around campus and
future employment
opportunities
Major finding: David Raska (Bluezzoon)has the strongest social media presence where he uses it to engage with students in his classroom, promote
fundraisingevents he participates in,and propose student interactionto broaden their thinking.
Table 1. Social Media Presence
1.Instagram. (2016). Bluezzoon. Instagram. Retrieved from https://www.instagram.com/bluezzoon/
2.Facebook (2016). Bluezzoon. Facebook. Retrieved from https://www.facebook.com/bluezzoon/
3.Twitter. (2016). Bluezzoon. Twitter. Retrieved from https://twitter.com/bluezzoon
4.LinkedIn. (2016). Bluezzoon. LinkedIn. Retrieved from https://www.linkedin.com/company/bluezzoon

8. Strengths Weaknesses
Company 1. Growing professional network
2. Small class size
3. One on one interaction
1. Commuter school
2. Low budget
3. Low school pride
Brand 1. Distinctive logo and brand name
2. Promotes student success
3. Created to provide inspiration and motivate students
1. Doesn’t correlate with NKU brand
2. Provided by David only to his classes
3. Bluezzoon brand has a blurred meaning
Product 1. Client based projects provide real work experience
2. Resume building and job opportunities
3. Engaging classroom environment
1. A lot of time commitment
2. No online service offered
3. Unclear classroom instructions
Channels 1. Wi-fi compatible
2. Classes are easy to get to
3. Comfortable classroom temperature
1. Plain monochromatic classrooms
2. Uncomfortable chairs
3. Poor lighting in classroom
Promotion 1. Strong social media presence
2. Inside classroom promo
3. Fundraising events
1. No enough diversification of social media platforms (Instagram
driven)
2. Website looks abandoned
3. Only reaches current and past students
Price 1. No textbook required
2. Included with the price of tuition
3. Free access to social media sites
1. Have to purchase parking pass
2. Printing workbooks
3. Cost of extra class materials
Bottomlines: Dr. David Raska’s classes provide real world marketing experience
and resume building through client based projects while not
requiring a textbook and offering free access to Bluezzoon through
social media.
Dr. David Raska’s classes require a lot of time commitment that
include a heavy workload with unclear instructions. David’s brand
Bluezzoon has an unclear meaning and is limited to past and present
students.
Table 2. Internal Analysis

9. Bluezzoon NKU SportsBusiness NKU Centerfor EconomicEd The Inkubator Teach Econ
Company 1. Growing professional network
2. Small class size
3. One on one interaction
1. Growing professional
network
2. One on one training
1. Growing professional network
2. One on one interaction
3. Part of Kentucky Council of
Economic Education
1. Growing professional network 1. Growing professional
network
2. One on one interaction
Brand 1. Distinctivelogo and brand name
2. Promotes student success
3. Created to provideinspiration and
motivatestudents
1. Strong link to NKU
2. Promotes past students
success
3. Designed to give students
knowledge to succeed in the
sports world
1. Connected to NKU
2. Designed to grow students research
and development skills
1. Helps develop student ideas
2. Relationship with NKU
3. Student driven
1. Taught to broaden thinking
about economics
2. Relates real lifeecon to
classrooms
Product 1. Client based projects providereal
work experience
2. Resumebuilding and job
opportunities
3. Engaging classroom environment
1. Network with potential
employers
2. The uniqueness of sport
with the traditional ideals of
business
1. Research for real companies
2. Work closely with companies that
may hirestudents
1. Driven to grow and develop
students businessideas into
something big (12 week program)
2. Function as a hivefor
entrepreneurially inclined
individuals
3. Increase entrepreneurial success
and individual opportunity
1. Econ Club
2. Relates classwork to real
life business scenarios
Channels 1. Wi-fi compatible
2. Classes areeasy to get to
3. Comfortableclassroom
temperature
1. Plentiful room for sports
professionals (campusrec
center)
2. Access to Wi-fi
1. Small business development center
2. Haveown separateoffices
1. Collaborativework spacein the
college of business
1. Approachableclassroom
setting
2. Convenient classroom
locations
Promotion 1. Strong social media presence
2. Insideclassroom promo
3. Fundraising events
1. Active on social media
2. NKU podcast
3. NKU Events
1. Strong Twitter following
2. NKU events
1. Interactiveon social media
2. Flyers/information table in the
student union
1. Strong social media
presence
2. Promotes insidethe
classroom
Price 1. No textbook required
2. Included with theprice of tuition
3. Free access to social media sites
1. Included in tuition
2. Free access to social media
sites
1. Free 1. Free 1. Included with theprice of
tuition
2. Free access to social media
sites
Bottom
lines:
Real world marketing experience,
engaging classroom, promotestudent
success
NorseNetworking events with
sports professionals
Work to develop research skills Turn a business idea into a reality with
a 12 week program at NKU
Social media usageto give
insightful economics
happenings
Table 3. Competitive Analysis Strengths
Major finding: Dr. David Raska’s classes provide real world marketingexperience through client based projects and resumebuildingactivities.He uses self made workbooks instead
of a textbookand offers free access to Bluezzoonthrough social media.

10. Bluezzoon NKU Sports Business NKU centerforEconomicEd The Inkubator Teach Econ
Company 1. Commuter school
2. Low budget
3. Low school pride
1. Commuter school
2. Low budget
3. Low school pride
1. Commuter school
2. Low budget
3. Low school pride
1. Commuter school
2. Low budget
3. Low school pride
1. Commuter school
2. Low budget
3. Low school pride
Brand 1. Doesn’t correlatewith NKU brand
2. Provided by David only to his classes
3. Bluezzoon brand has a blurred
meaning
1. Haveto be interested/like
sports
2. Not well known unless you are
a current member
1. Limited to econ students
2. Not a very well known brand
3. Brand has unclear meaning
1. Very entrepreneurial
driven
2. Need a business idea
3. Have to be chosen
1. Very Al-Bahrani Centered
2. Only present on social media
3. Only appeals to economic
students
Product 1. A lot of timecommitment
2. No onlineserviceoffered
3. Unclear classroom instructions
1. Very competitive
2. Haveto RSVP
1. Heavy workload
2. Too broad of a target market
3. Helps high school studentswith
economics
1. Not very structured
2. Limited team members
3. Can’t guarantee
company will get funded
1. Knowledge in multiplesubjects
2. No onlineoptions for class
Channels 1. Plain monochromatic classrooms
2. Uncomfortablechairs
3. Poor lighting in classroom
1. Limited to events at NKU
2. No Designated meeting
location
1. Office is not easily accessible
2. Hard to get in contact with
1. Haveto apply and be
selected
2. Limited to oncea year
1. Reaches only current students
2. Outdated Classrooms
Promotion 1. No enough diversification of social
media platforms (Instagramdriven)
2. Websitelooks abandoned
3. Only reaches current and past
students
1. Weak social media presence
2. Too many Instagram accounts
3. Struggles with self promotion
1. Weak Facebook following
2. Hard to locateon social media
3. Lack of promotion on campus
1. Weak social media
presence
2. Not enough professor
mentions
1. Weak social media presence on
Instagram
2. Limited to his current and past
students
3. Brand can be unclear becauseit
is labeled Abdullah Al-Bahrani
Price 1. Haveto purchaseparking pass
2. Printing workbooks
3. Cost of extra class materials
1. Have to purchaseparking pass
or pay for parking
2. Spend money to attend events
that coordinatewith the
program
1. Haveto purchaseparking pass 1. Haveto purchase
parking pass
2. Haveto have provide12
weeks of work
1. Haveto purchaseparking pass
2. Have to purchasea book
Bottomlines: Printing workbooks can becostly and
projects requireextensive time
commitment with unclear instructionsat
times
Weak social media accounts and
events limited to NKU only
This brand is not well known, reaches
beyond NKU to high school students
and lacks promotion on social media.
Limited amount of time,
drawn out selection process
and weak social media
presence.
Being centered around an
economics professor limitsthe
reach of the program and can blur
what thebrands meaning.
Table 4. Competitive Analysis Weaknesses
Major finding: While the amount of time commitment,unclearinstructions on classworkand the need to print offwork books can be a burden to Dr.
Raska’s customers,theyfar out weigh the limited interest amongstudents and weaksocial media presence brought upon byhis competitors.

11. Opportunities Threats
Suppliers 1. Access to large network including alumniand professors
2. Accredited university with a friendly environment
1. Limited Funding and layoffs
2. Many of NKU’s colleges competing for thesamesupplies
Channels 1. Number of onlineclasses increase
2. Smaller classrooms can makegroup workeasier
1. Plain classroomswith limited technology
2. Classrooms havelimited capacity
Target Customer 1. Students interested in real work experience
2. Enjoy social media in theclassroom
3. Millennials provide largest group of college attendees
1. Working on small budget,lack of money
2. Busy Schedules
Competition 1. Networking events
2. Integrativecollaboration with competing programs
3. Marketing classes becomerequired for a business degree
1. Internships and co-ops
2. # of Onlinecourses increase
3. Surrounding colleges lower tuition.
Society and Culture 1. Continued valueon how a collegeeducation effects your career
2. Increase in cultural diversity
1. Interest decrease due to thehigh costs of collegeeducation
2. Increase in popularity of athletics (Lack of NKU athletics)
Economy 1. Low incomeregion surrounding NKU
2. Unemployment rates drivetheneed for a college education
1. Inflation rates drive up the cost of tuition
2. Unemployment rates in low income area
Political & Legal 1. Laws dictating degrees
2. More federal grants
1. NKU has budget cuts from thestate
2. Loan interest rates skyrocket
3. Less government assistance
Technology, Communication,
& Transportation
1. Utilizes new platforms of social media
2. NKU offers free bus service
3. New ratings system emerges to rateprofessors
1. Mobileand onlinetrends fluctuateoften
2. Blackboard is out of date
NaturalEnvironment 1. Highly predictablesnowfall patterns
2. Increased system for onlineclasses on snowdays
1. Increasing snowfall prevents classes
2. Flooding of NKU and surrounding area
Bottomlines: Dr. Raska has theavailability of thelargest number of degreeseeking students
(millennials) wanting real job experience to create real connections to thefuture
workplace. With an increasein marketing requirements and thegrowing interest of
utilizing social media in theclassroomsDavid has theopportunityto grow his class
sizes..
Technological trends changing frequently, theavailabilityof onlineclasses to provide
a more convenient education, studentsbusy schedules, rising tuition and the use of
old technologies such as Blackboard providesa significantthreat to David and his
ability to increase the number of students wanting to attend hisclasses.
Table 5. External Analysis

12. Table 6. Summary of SWOT Analysis
Strengths Dr. David Raska’s classes provide real world marketing experience and resume building through client based projects while notrequiring a
textbook and offering free access toBluezzoon through social media.
Weaknesses Dr. David Raska’s classes require a lot of time commitment that include a heavy workload with unclear instructions. David’s brand
Bluezzoon has an unclear meaning and is limited to past and present students.
Opportunities Dr. Raska has the availability of the largest number of degree seeking students(millennials) wanting real job experience andto create real
connections to the future workplace. With an increase in marketing requirements and the growing interest of utilizing social media in the
classrooms David has the opportunity to grow his class sizes.
Threats Technological trends changing frequently, the availability of online classes to provide a more convenient education, students busy
schedules, rising tuition and the use of old technologies such as blackboard provide significant threat to David and his ability to increase
the number of students wanting to attend his classes.
Major finding Dr. Raska provides a fun, hands on learning environment that provides student with experience needed for future job opportunities,
including real work experience, networking, and resume building while not requiring a textbook.However, with the worry students have
of their future (job) and money as well as rapidly changing technological trends, the availability of online classes, students busy schedules,
and the rising cost of tuition, can jeopardize David’s ability to attract more students to his classes.

13. Demographics Name Jedi's
Age 19-24 years old
Gender Male/Female
Family Status Single
Children None
Job Part time job/internship
Education Undergrad marketing student
Income Less than $20,000/year
Location Northern Kentucky, Ohio
Ethnicity Caucasian
Religion Value religious views
Psychographics Interest Spending time with friends & family, listening to music, fitness
Values Kindness, loyalty, friendship
Traits Creative, hardworking, outgoing
Behavioral Stores Target, Nordstrom, Apple
Brands Chipotle, Adidas, Under Armour
Music Twenty One Pilots, The Beatles, One Direction
TV/Movies Star Wars, Game of Thrones, The Office
Places Anywhere that has a beach
Celebrities Will Ferrell, Jennifer Lawrence
Digital Instagram, Amazon, Netflix
Bottom line: Jedi's are undergraduate NKU marketing students in their20’s who juggle family,part time jobs,and
school,while always leavingtime to stayactive and spend time with friends.Theyvalue loyaltyand kindness,use social
media frequently,and watch Netflix when theyhavedowntime.
Table 7. Segment Profile

14. Unique and different product/brand
attributes
Customer’sunsatisfiedNeeds Most important andeasily
communicableproduct/brand
attributes
Real work experience Worried about life after school Networking for potential jobs after graduation
Networking for potential jobs after graduation Work at jobs not related to marketing field Resume building and real work experience
Resume building work Value family and honesty
No required text book Very active
Challenges students Seeking Marketing degree at NKU
Bottomlines: Provides resume building activities, real work
experience, and connections to future jobs
after graduation.
Customer’s struggle to find time with part-time
work and school and are worried about the
future after graduation.
Provides resume building activities and real
work experience, and connections to future
jobs after graduation.
Table 8. Summary of Target Marketing
Major finding: Dr. Raska targets low income students that workpart-time and worryabout future jobs after graduation.His positioningis to offer real work
experience and resumebuildingforstudents to be better preparedto enter the future job market and doingso at a low affordable price while not requiringa
textbook.

15. Affordable,no textbook
required
Less affordable,textbook
required
Figure 1. Perceptual Map
Real workexperiencethrough client
based projects,buildingresumequality
No client based work,little resume
building

16. Product Price Promotion Place
Client based projects that give
real world experience
Provides workbooks no
textbook required
NKU fundraising events Wifi combatable
Engaging classroom
environment
Price is included in tuition In class promotion Classes are easy to get to
Resume building and future
work opportunities
Free access to social media sites Strong social media presence Classrooms are set to a
comfortable temperature
Challenges students to work
hard and show potential
Promotes student success
Bottomlines: Provides resume building
activities and real work
experience, and connections to
future jobs after graduation.
Class material is provided and
do not have to spend any more
then what is required for
tuition.
Active on social media and
campus with current, past, and
future students.
NKU classrooms are
comfortable and easy to get to
and also provide free Wi-fi.
Major finding: Real work experience through client based projects alongwith buildingresumes and preparingfor future job opportunities.Invery accessible
classrooms,located on a convenient campus locationwith free Wi-Fi and no required textbook.
Table 9. Summary of Marketing Mix