1. #480 Jedis The Force Awakens Fall 2016
Kingmaker
Blake Daniels
Damon Robbins
James Schmidt
2. #480 Jedis The Force Awakens Fall 2016
The Crown
Dr. Raska’s class is the best
way to obtain professional
marketing experience while
attaining a business degree.
I would of
never won
this without
Dr. Raska
3. #480 Jedis The Force Awakens Fall 2016
Take-Away: Dr. Raska is able to provide
students with a real-life work experience,
connecting students with a strong network of
marketing teammates both inside and outside of
the NKU community while also attaining a
Bachelor’s Degree in Marketing from NKU.
Stake Your Claim
4. #480 Jedis The Force Awakens Fall 2016
King without a Crown
Take-away: Working with clients and being taught in an
engaging classroom, potential customers will feel more
comfortable about the future and will have tangible marketing
experience to guide them. Using teamwork, customers will
be able to connect with former students and employers
easily while obtaining a marketing degree.
5. #480 Jedis The Force Awakens Fall 2016
Recommendation: Position yourself in the eyes of students as a kingmaker. To be the kingmaker you must balance work-school life with
students striving to obtain a marketing degree. By using teamwork, you will create a learning atmosphere that connects all students, past and
present, together in a real-life work environment to become kings of marketing
How do you Crown Marketing Kings?
Connects marketing
students past and present
with a strong network of
professional contacts
both on and off SM
Required to earn a Bachelor’s Degree in
Marketing
All other
NKU
Clubs
6. #480 Jedis The Force Awakens Fall 2016
Placing Kings on Thrones
Recommendation: Hold both a recruiting pitch that brings in past bluezzoon kings and a quick meeting in lower level College of
Business classes to showcase the success of past Bluezzoon kings and how you could place them on the throne (enroll in class).
1. Attain the Perfect Job
2. Study Abroad
3. Find Your Passion
4. Create Relationships
5. Get Your Degree
King’s Opportunities:
I’m here
today to
talk about
Dr. Raska’s
Class
8. Strengths Weakness
Company: A) Personable and easy access to professors. B) School on the rise that
has a need to produce quality graduates. C) Closer relationships between students.
Brand: A) Has a history of numerous customers’ success stories. B) Brand is
associated with accomplishment C) Brand has connections that reach beyond NKU
and into nearby firms
Product: A) Pushes students to find their passion within the marketing field through
semester’s work B) Unique class structure/course material C) Treats class like
students’ first real-world job
Channels: A) In-person B) Comfortable atmosphere C) Technology in class is up to
date
Promotion: A) Uses the most popular SM avenues (Instagram, Facebook, Linkedin,
etc.) B) Has good word of mouth promotion C) Great engagement with customers on
SM
Price: A) Social media is essentially free B) No excess cost associated with tuition C)
One stop shop; no book or technology purchase required.
Company: A) Weak community engagement B) Small exposure in the area. C)
Increase in tuition every year
Brand: A) not a good connection to NKU brand B) No synergy with other majors C)
One man workforce.
Product: A) High expectations that may not be met B) not offered to underclassmen
C) Heavy, sometimes discouraging workload
Channels: A) can only sit a finite amount of students in a classroom B) does not
extend outside of northern kentucky. C) Not an exciting classroom (bland)
Promotion: A) Does not change to new SM avenues (Snapchat) B) Not every student
is on SM. C) Website is not user friendly.
Price: A) Bluezzoon doesn’t make a profit. B) After printing all class workbooks,
students will have $0 print balance left for other classes C) will need a pen and paper
to take notes.
Bottom line: Dr. Raska and Bluezzoon provide students with the opportunity to work
and grow as marketers in a small, comfortable classroom that both provides real-life
work experience and helps students achieve their dreams like LeBron James while
developing a strong network of professional teammates outside and inside of the NKU
community.
Bottom line: Dr. Raska expects his students to be like LeBron and endure a heavy
workload with high expectations, which seem to scare off (or not reach at all) potential
customers and students.
2) SWOT Analysis Summary - Internal Analysis
9. Bluezzoon NKU Sports Business
NKU Center for Economic
Education MRRP NKU Incubator
Major
Finding
Company: A) Personable and easy
access to professors. B) School on the
rise that has a need to produce quality
graduates. C) Closer relationships
between students.
Brand: A) Has a history of numerous
customers’ success stories. B) Brand is
associated with accomplishment C)
Brand has teammates that reach
beyond NKU and into nearby firms
Product: A) Pushes students to find
their passion within the marketing field
through semester’s work B) Unique
class structure/course material C)
Treats class like students’ first
real-world job
Promotion: A) Uses the most popular
SM avenues (Instagram, Facebook,
Linkedin, etc.) B) Has good word of
mouth promotion C) Great engagement
with customers on SM
Price: A) Social media is essentially
free B) No excess cost associated with
tuition C) One stop shop; no book or
technology purchase required.
Channels: A) In-person B) Comfortable
atmosphere C) Technology in class is
up to date
Company: A) Personable
and easy access to
professors. B) School on the
rise that has a need to
produce quality graduates. C)
Closer relationships between
students
Brand(s): A) Represents
solely NKU and Students B)
Easily connected to Sports
Business Majors C) High
engagement with other majors
Product(s): A) On campus
meetings B) Partners with
local major sport teams C)
Offered to whole CoB
Promotion: A) On all 3 social
media (Twitter, Instagram,
Facebook) B) high SM
involvement C) Has fun
events
Price: A) Free B) Free to
attend games C) Social Media
is free
Channels: A) On Campus
meetings B) convenient
location to prospective
employers
C) Division 1 athletics school
provides career opportunities.
Company: A) Personable and easy
access to professors. B) School on
the rise that has a need to produce
quality graduates. C) Closer
relationships between students
Brand(s): A) Have a recognizable
acronym B) facilitates career
teammates useful for econ majors. C)
Promotes relationships between
existing and past econ majors
Product(s): A) On campus meetings
B) Located at a school that is near a
large city C) enhances college
experience for econ majors
Price: A) Free B) Cost embedded in
tuition C) No Textbook
Promotion: A) relatively large
amount of followers on twitter B) On
all 3 major social media site ( Twitter,
Facebook, and Instagram) C) Link
with multiple economic organization
Channels: A) On campus B) Close
proximity to employers
C) In-person learning and meeting
Company: A) Personable and
easy access to professors. B)
School on the rise that has a need
to produce quality graduates. C)
Closer relationships between
students
Brand(s): A) has corporate
sponsors B) Easily recognizable
name and logo C) Conducts real
world projects to prepare
researchers for jobs
Product(s): A) Has on campus
lectures with professionals in the
area B) produces lasting
teammates with local employers,
with some being alumni.C)
provides real world experience.
Price: A) Free B) Cost embedded
in tuition C) No textbook
Promotion: A) Easily found on the
NKU homepage B) Has a real
opportunity to forge a unique sm
identity
C) has a grassroots promotion
campaign (posters, word of mouth)
Channels: A) On and off campus
research B) Close to employers C)
Cincinnati is marketing capital usa.
Company: A) Personable and
easy access to professors. B)
School on the rise that has a
need to produce quality
graduates. C) Closer
relationships between students
Brand(s): A) known
throughout the community B)
Reputable Reputation C) Easy
Linkable to NKU
Product(s): A) Small Class
Size (more personable) B)
Exposes Entrepreneurs C)
produces real world
experience
Price: A) Free B) Cost of class
embedded in tuition C) No
textbook
Promotion: A) A lot of press
from local media B) Has large
number of followers on 2
biggest sm platforms C) Has
good word of mouth
Channels: A) On campus and
off
B) Close to prospective
employers C) Has the most up
to date tech to make product
on
Major Finding:
Bluezzoon
provides the
best avenue for
marketing
students to
connect to
teammates like
LeBron
because of their
better SM
numbers.
Dr. Raska and Bluezzoon provide
students with the opportunity to work
and grow as marketers in a small,
comfortable classroom that both
provides real-life work experience and
helps students achieve their dreams like
LeBron James while developing a
strong network of professional
teammates outside and inside of the
NKU community.
NKU Sports Business is a part
of the NKU college of
business that focuses on
Sport Business. They have a
club that meets on campus
and promotes on Twitter,
Instagram, and FAcebook.
NKU Center of Economic Education is
apart of the College of Business with
a focus on economics. They have a
large twitter base but low engagement
on all social media.
The Market Research Partnership
Program is a NKU program that
has 6 corporate sponsors that help
students with research.
A program offered by NKU that
allows a student to showcase
their entrepreneurship skills
and lead a new company. The
NKU Incubator receives a lot
of press from the community.
3) Competitive Analysis - Strengths
10. Bluezzoon NKU Sports Business
NKU Center for
Economic Education MRRP NKU Incubator Major Finding
Company: A) Weak community
engagement B) Small exposure in
the area. C) Increase in tuition every
year
Brand: A) not a good connection to
NKU brand B) No synergy with other
majors C) One man workforce.
Product: A) High expectations that
may not be met B) not offered to
underclassmen C) Heavy, sometimes
discouraging workload
Channels: A) can only sit a finite
amount of students in a classroom B)
does not extend outside of northern
kentucky. C) Not an exciting
classroom (bland)
Promotion: A) Does not change to
new SM avenues (Snapchat) B) Not
every student is on SM. C) Website
is not user friendly.
Price: A) Bluezzoon doesn’t make a
profit. B) After printing all class
workbooks, students will have $0
print balance left for other classes C)
will need a pen and paper to take
notes.
Company: A) Weak community
engagement B) Small exposure in
the area. C) Increase in tuition
every year
Brand(s): A) Limited reach of only
sports business related majors. B)
With 2 local teams, there is a lack
of an alumni landing a high profile
job for either of them C) doesn’t
collaborate with other clubs/majors
Product(s): A) Doesn’t facilitate
connections to jobs outside of the
Tri State area B) Is limited to COB
students C)
Promotion: A) Does not connect
students on linkedIn B) Isn’t on the
biggest SM platform, Facebook C)
doesn't have a website
Price: A) No profit B) Extra
Supplies
Channel: A) Only Holds so many
in the room B) Holds meetings only
on campus C) Classroom’s are not
exciting
Company: A) Weak
community engagement B)
Small exposure in the area. C)
Increase in tuition every year
Brand(s): A) Don’t have a
recognizable logo B) Has a
limited reach of only econ
majors C) No collaboration with
other brands
Product(s): A) provides real
world experience to only one
type of major B) doesn’t
produce any tangible product
C)
Price: A) No Profit B) Extra
Supplies C)
Promotion: A) Does not
connect students on LinkedIn
B) Doesn’t have much
engagement on anything but
twitter C) weak word of mouth
Channel: A) Only Holds so
many people in the room B)
Holds meetings only on
campus C) Classroom’s are
not exciting
Company: A) Weak
community engagement B)
Small exposure in the area.
C) Increase in tuition every
year
Brand(s): A) Low recognition
throughout CoB B) Doesn’t
collaborate with other brands
C) Not a good connection to
NKU brand
Product(s):A) Limited to
only market researchers B)
low value to non market
researchers C)
Price: A) No Profit B) Cost of
research C) Extra Supplies
Promotion: A) Only one post
on Facebook (2009) B) Low
word of mouth C) Essentially
low promotion of any kind
Channel: A) Only Holds so
many people in the room B)
Holds meetings only on
campus C) Classroom’s are
not exciting
Company: A) Weak
community engagement B)
Small exposure in the area.
C) Increase in tuition every
year
Brand(s): A) Doesn’t
collaborate with other
brands. B) Is used by only
entrepreneur majors C)
Product(s): A) Lack of
success for companies that
come from it B) No
connection between past
and present companies. C)
Challenging for a incubator
Price: A) No Profit B) Cost of
extra supplies C) Initial
investment
Promotion: A) Has no
linkedin presence B) Isn’t an
adopter of visual SM
(Instagram) C) doesn’t have
a website
Channel: A) Only Holds so
many people in the room B)
Holds meetings only on
campus C) Classroom’s are
not exciting
Major Finding:
Almost all
clubs/brands lack the
name recognition of
someone like King
James outside of their
fields.
Dr. Raska expects his students to be
like LeBron and endure a heavy
workload with high expectations,
which seem to scare off (or not reach
at all) potential students.
NKU Sports biz has good
relationship with current students
but weak outreach to prospectives.
Weak recognition to
prospective students
No one outside of market
researchers have heard or
are aware of MRRP.
Low success rate lead to low
recognition.
4) Competitive Analysis - Weakness
11. Opportunities Threats
suppliers: A) Local and close distance schools are seeing an increase with enrollment to NKU
B) NKU is becoming global. C) NKU attracts traditional and nontraditional students.
channels: A) Have more comfortable seats to make students happy. B) Have a more inviting
atmosphere.
target customers: A) Marketing Majors that are entering their 3rd and 4th year in college. B)
CoB students that want to broaden their skills and knowledge in marketing C) Non-CoB students.
society and culture: A) More people than ever willing to go to college and get an education. B)
Globalization
competition: A) Work with Competitors to find students that have interest in marketing B) Help
facilitate easier interaction between past and present students.
Economy: A) School is afforded better amenities and technology. B) Loans to take course are
readily available.
political and legal: A) Lobby for funding B) Help change what courses are required to take so
this one is.
technology: A) being able to see how many students are CoB students B) being able to see how
many students are marketing majors. C) Easily able to connect and communicate with
prospective or current students
natural environment: A) Align Client with a cause that has a “Do Good” sense for the
environment B) Can be online when school is cancelled due to weather.
suppliers: A) Recently high school graduates are inclined to travel to big name schools such as
UK and UofL B) People not having the money to afford to go to college.
channels: A) high cost of maintaining Bluezzoon’s app and website B) Competition growing
throughout CoB with new clubs
target customers: A) Can’t take the upper level classes B) class doesn’t fit in schedule
competition: A) can market to a younger crowd and bring their attention first B) other programs
have more to offer
economy: A) College tuition is slowly increasing every year B) Spend more and more time with
jobs and less and less with school.
political and legal: A) NKU doesn’t get the same public funding as UK and other schools. B)
Legal actions being towards his class.
technology: A) other clubs able to reach underclassman earlier since Bluezzoon deals with
upper level classes B) Professor rating may sway possible students away
natural environment: A) Natural Disaster B) Off Days in college
Bottom line: Bluezzoon and Dr, Raska can take a page out of the KIng’s playbook and recruit
the best from, or alongside, other classes/brands.
Bottom line: As Bluezzoon continues to grow they must be aware of the outside teams, whether
that be other clubs or schools, that are attracting potential target markets from high schools, and
the high cost of maintaining a website.
5) SWOT Analysis Summary - External Analysis
12. 6) SWOT Analysis Summary
Strength
Dr. Raska and Bluezzoon provide students with the opportunity to work and grow as marketers in a small, comfortable classroom that both provides real-life work
experience and helps students achieve their dreams like LeBron James while developing a strong network of professional teammates outside and inside of the NKU
community.
Weakness
Dr. Raska expects his students to be like LeBron and endure a heavy workload with high expectations, which seem to scare off (or not reach at all) potential customers
and students.
Opportunities
Bluezzoon and Dr, Raska can take a page out of the KIng’s playbook and recruit the best from, or alongside, other classes/brands.
Threats
As Bluezzoon continues to grow they must be aware of the outside teams, whether that be other clubs or schools, that are attracting potential target markets from high
schools, and the high cost of maintaining a website.
Major Finding
Dr. Raska’s Class is the best positioned brand to help target market consumers/ students overcome overwhelming odds of a heavy workload, with the network of
teammates after graduation that no one else has, to achieve their dreams much like LeBron James.
13. 7) Ideal Target Customer
Bottom line: Larry and Sarah are both millennial students at Northern Kentucky University. They are big in sports
and enjoy watching and keeping up with LeBron James. In the free time that they have they spend it with their friends
and family.
Demographics Name Larry and Sarah
Age 19-24
Gender 56% Male
Education Working on Marketing Degree
Psychographics Interest Sports, Family
Values Honesty, Family
Behavioral Brands Nike, Adidas, Under Armour
Stores Target, Kohl's, Apple
Celebrities LeBron James, Tom Hanks
14. 8) Target Marketing Summary
Unique Attributes
1. Connections to potential
jobs,
2. Real job-like experience
3. Makes resumes look good
4. Is active on social media
5. No book required
Bottom Line:
Providing real job atmosphere
that provides connections to post
college employment.
Unsatisfied needs of target
customer
1. Worried about employment
2. Unrelated to marketing
part time job
3. Family oriented
4. Active
5. Undergrad Seeking a
degree
Bottom Line:
Worry about achieving goals (job)
and getting degree at same time.
Most important attributes of
the brand
1. Connections to jobs
2. Real work-like
atmosphere
Bottom Line:
Bluezzoon provides an
environment that connects
students with the prospects
and tools to land the right job.
Larry and Sarah are undergrad students at NKU who want a good job after college and struggle
finding them. The problem is finding how to achieve this goal while still having part time jobs.. Dr.
Raska positions his class and brand as one that facilitates the connections by providing real job
environment with connections to potential jobs,
Major Finding:
15. 9) Perceptual Map
Bluezzoon
Connects marketing students past and
present with a strong network of
professional contacts both on and off SM
Required to earn a Bachelor’s Degree
in Marketing
Does not connect
marketing students
specifically with a strong
network of professional
contacts both on and off
SM
Not required to earn a
Bachelor’s Degree in
Marketing
MRPP
ECO
Sport Biz
INKU
16. 10) Summary of Marketing Mix
Product Price Promotion Place
1
Pushes students to find their
passion within the marketing
field through semester’s work
Social media is essentially free Uses the most popular SM
avenues (Instagram,
Facebook, Linkedin, etc.)
In-person
2
Unique class structure/course
material
No excess cost associated
with tuition
Has good word of mouth
promotion
Comfortable atmosphere
3
Treats class like students’ first
real-world job
One stop shop; no book or
technology purchase required.
Great engagement with
customers on social media
Technology in class is up to
date
4
High professor-student
engagement
All Material is free online The most followed social
media in the College of
Business
Small sized rooms that are
easily accessible for
5
Able to access outside of
classroom
Has own personal website Free internet in the class
Bottom line
Gaining real-life work
experience in a class that has
high engagement.
Able to access all material
online without an extra cost for
workbooks and supplies.
Able to connect students and
connections over the internet
Small, comfortable
environment that is learning
friendly with top technology.
Major Finding
Bluezzoon is a brand that gives students “real-world” marketing experience at a low cost to the student. Bluezzoon relies heavily on
social media to reach students and professionals, all while being taught in a atmosphere that is student friendly, small, engaging, and
access to up-to-date technology.
