Potential implementation: Bridge the digital divide by providing affordable internet access and devices to students in need, develop online learning platforms to expand educational opportunities, partner with schools to integrate technology into curriculums.

1. Athena Center for Leadership Studies
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2. 9/21/23
Sept 21, 2023
MBA-6610-03
Mktg Analysis & Customer Value
Fall 2023
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3. HOW IS EVERYONE DOING?
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5. Welcome
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6. What to Expect…
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Please do your best to be prepared.
• As an instructor at University of New Haven, I am
looking forward to working with you and learning
more about your background and interests.
• In class I hope to share brand marketing concepts
that you will be able to apply in the real world.
• As we learn together, I am looking to have an open
discussion with the class and discover best
practices in negotiations and sales.
• Let’s make this a fun learning experience and
applying our learnings to be the best marketers!

7. Inspiration
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11. Reminder
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12. SDG Global Goals
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17. SDGs FACTS
The Sustainable Development Goals (SDGs) set out the UN agenda
for people, planet and prosperity, achieving a prosperous, inclusive and
sustainable society for all by 2030. ...
“The SDGs provide all businesses with a new lens through which to
translate the world's needs and ambitions into business solutions.
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18. The SDGs Explained for Business
• In September 2015, all 193 Member States of the United Nations
adopted a plan for achieving a better future for all — laying out a
path over the next 15 years to end extreme poverty, fight inequality
and injustice, and protect our planet. At the heart of “Agenda 2030”
are the 17 Sustainable Development Goals (SDGs) which clearly
define the world we want — applying to all nations and leaving no
one behind.
• The new Global Goals result from a process that has been more
inclusive than ever, with Governments involving business, civil
society and citizens from the outset. We are all in agreement on
where the world needs to go. Fulfilling these ambitions will take an
unprecedented effort by all sectors in society — and business has to
play a very important role in the process
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19. SDGs FACTS
• The United Nations’ Sustainable Development Goals (aka Global
Goals) are viewed by most in the sustainability community as the
biggest opportunity yet for the world to shape a new and better way
of doing business while shaping a new and better world.
• From now until 2030, governments, NGOs and companies will be
working together to change business practices, build infrastructure
and shape society so we can adapt to the challenges posed by
climate change, resource scarcity, new technologies, an emerging-
economy middle class, greater urbanization and shifting
demographics.
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20. THE ASSIGNMENT
Teams will be answering the following question on how their
company of choice is moving forward with the UN’s Sustainable
Development Goals.
How is the Brand you selected moving forward to achieve
the UN’s Sustainable Development Goals?
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21. THE ASSIGNMENT
How is the Brand you selected moving forward to achieve
the UN’s Sustainable Development Goals?
Choosing to pursue a sustainability action plan is a terrific first
step for any big brand or organization. As many companies soon
discover, however, choosing sustainability goals and finding the
right criteria to measure the success of brand sustainability
efforts can prove difficult.
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22. THE ASSIGNMENT
How is the brand you selected achieving the UN’s
Sustainable Development Goals?
• In order to address this, need the United Nations developed
their Sustainable Development Goals, or SDGs, to give brands
a roadmap with which they could navigate the decisions they
need to make to create more eco-friendly packaging,
operations, and more.
• United Nations adopted these goals on September 25th, 2015,
in an effort to create a more streamlined process for brands and
organizations wishing to implement sustainability practices.
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23. THE ASSIGNMENT
How is the brand you selected achieving the UN’s
Sustainable Development Goals?
• To get started review the UN’s 17 SDGs. The most appealing
aspect of the SDGs from a corporate standpoint is the
actionable steps and solutions provided for each goal.
• The SDGs are not simply vague, overreaching markers for
progress; each goal lists specific targets, key facts and figures,
and helpful links for brands looking to align their sustainability
initiatives with the frameworks established within the SDGs.
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24. THE ASSIGNMENT
How is the brand you selected achieving the UN’s Sustainable
Development Goals?
• For example, the first goal, ending poverty, contains specific targets
and breakdowns of how companies can realistically address this
concern within their operations. Wal-Mart, a corporation that receives
occasional negative press due to its low wages, has aligned its
sustainability efforts with this goal to alleviate poverty among its
employees and among local communities. Walmart’s global
Women’s Economic Power Initiative aims to reduce women’s poverty
and improve living conditions for women around the world.
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25. THE ASSIGNMENT
How is the brand you selected achieving the UN’s
Sustainable Development Goals?
• Other organizations promote their brand sustainability by
addressing other SDGs while collaborating with environmental
organizations. Last year Adidas partnered with Parley for the
Oceans to create sportswear that is made from plastic waste.
Using the SDGs as a template, brands can address pressing
issues in a measurable, effective manner.
• If you’re examining your brand’s own operations to see where
you can implement sustainability, consider your excess goods
as a place to start.
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26. DETAILS & DELIVERABLES
1. Select a company and provide intro to your company
2. Identify the current footprint of how your company is making
changes or a difference by implementing sustainable goals.
• Explain the internal and external strategies.
• Is this part of the marketing strategy?
• Is this part of their company philosophy?
• How are customers engaging and/or reacting to change?
3. Identify and list 3-4 of the SDG’s your company is embracing and
provide the details on how they are executing.
4. Pick 3-4 other SDGs the company can implement that currently are
not actively engaging to promote.
5. Do they partner with a non-profit and how do they activate?
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27. DETAILS & DELIVERABLES
1. Build out your presentation using PowerPoint or other presentation
tool.
2. Use examples with graphs, visual pictures, share campaigns or
videos.
3. Provide measurables and goals the company has set in place.
4. Share what are the competitive brands doing better or not doing?
5. Check in with me directly – set up a call or email to discuss project.
I am happy to help provide direction and input.
6. Have fun learning more about how marketing can change for good!
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28. Value Proposition!
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30. WHAT IS YOUR VALUE PROPOSITION?
A value proposition is a promise of value to be
delivered. It’s the primary reason a prospect should
buy from you.
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31. WHAT IS YOUR VALUE PROPOSITION?
A value proposition is a positioning statement that
speaks directly to a specific target audience to
explain what benefits you have to offer.
The main points that you address and ultimately
sets out why they should do business with you as
opposed to your competitors.
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32. WHAT IS YOUR VALUE PROPOSITION?
A value proposition is a clear statement that offers
three things:
Relevancy. Explain how your product solves customers’ problems
or improves their situation.
Quantified value. Deliver specific benefits.
Differentiation. Tell the ideal customer why they should buy from
you and not from the competition.
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33. WHAT IS YOUR VALUE
• Identify all the benefits you have to offer.
• Describe what makes these benefits valuable.
• Identify the main problem you can solve.
• Connect this value the employer's problem.
• Differentiate yourself as the preferred provider of this value.
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34. People should understand your
VALUE PROPOSITION
At statement that conveys a clear message about
your brand/product/service.
Your value statement should explain your offer and
how you will benefit.
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36. What the value proposition consists of
Headline. What is the end-benefit you’re offering in one short
sentence? It can mention the product and/or customer. Make it
an attention grabber.
Sub-headline or a 2–3 sentence. A specific explanation of
what you do/offer, for whom, and why it’s useful.
3 bullet points. List the key benefits or features.
Visual. Images communicate much faster than words. Show
the product image, the hero shot, or an image reinforcing your
main message.
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37. What makes a good value proposition?
• Clarity! It’s easy to understand.
• It communicates the concrete results a customer will get from
purchasing and using your products and/or services.
• It says how it’s different or better than the competitor’s offer.
• It avoids hype (like “Never seen before!” or “Amazing miracle
product!”), superlatives (“best”) and business jargon (“value-
added interactions”).
• It can be read and understood in about 5 seconds
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38. Map out a value proposition canvas
• Peter Thomson’s value proposition canvas explores the different
components of a company that contribute to a strong value
proposition. Thomson believes that a process like this can help team
members get to “minimum viable clarity,” which can be whittled
down into a one-sentence value proposition.
• Thomson calls a value proposition “a crunch point between business
strategy and brand strategy,” and he created a model that syncs the
two strategies. There are seven areas to explore, each of which takes
up a section in the map:
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40. Steve Blank formula for Value Proposition
• Steve Blank, a former Google employee who runs the Lean Startup
Circle, noticed that many startup founders emphasize features instead
of benefits when they try to transform more detailed insights into a
succinct value proposition. Instead of summarizing how a company
offers value to customers, leaders often get stuck in the weeds.
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41. Steve Blank formula for Value Proposition
• Blank saw the need for a simple formula to transform a brainstorm
into a simple sentence. We love distilling more detailed insights with
his method:
We help (X) do (Y) by doing (Z)
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42. Airbnb
“Airbnb exists to create a world where anyone can belong anywhere,
providing healthy travel that is local, authentic, diverse, inclusive and
sustainable.”
• Their rooms often have more character than hotels, and they’re
usually located in neighborhoods people live in. Guests learn from
local knowledge shared by hosts and feel at home wherever they go.
These different sources of value wrap together into Airbnb’s tagline:
Belong Anywhere.
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43. Bloom & Wild
• Bloom & Wild is an online flower delivery company that
simplifies the process of ordering and receiving luxury flowers.
“We’re enabling [our customers] to order flowers and gifts
from the palm of their hand with better product, designs and
payments.”
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44. THE GOLDEN TRIANGLE
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45. WHAT MAKES YOU STAND OUT?
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46. How To Develop Your Personal Value Proposition
• You, as a brand, also have features: you may have strong leadership
skills, a college grad, a healthy amount of experience in the marketing
sector, etc.
• A lot of other candidates in the job markets have these features, too.
• To win great job offers, you need to go deeper. What is unique about
you? How do your features stack up in a way that makes you
different? In other words, what is your personal value proposition
statement?
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47. GOLDEN TRIANGLE
That sweet spot where your unique skills,
experiences and competencies and personality
meet a market need, and – this part is crucial –
it’s something you enjoy and are engaged in.
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49. What Does The Market Need?
• What key challenges do your industry and function face today, and
how will that change over the mid- to long-term?
• What specific needs are employers and clients hiring experts to
solve?
• What skills and competencies are needed in the market right now?
• What characteristics and personality traits are valued in your industry
or function?
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50. What Do You Have To Offer?
• What specifically about your personality, qualifications, skills and
experiences positions you to solve the challenges and needs you
identified above?
• What is the impact you can deliver that’s different from your peers
and competitors?
• Why should a business hire you over someone with similar
experience and qualifications?
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51. What Motivates You?
• Why do you do what you do?
• What gets you out of bed in the morning?
• Of the challenges and problems you identified and are able to solve,
which are you most excited about?
• What’s your professional motto or mantra?
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52. Write it out…
• Once you’re confident with your Golden Triangle answers, write a 1-
or 2-sentence personal brand statement that communicates what
market problem you solve, how you do it better than anyone else,
and why.
• Be patient and remember building your brand is a work in progress.
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54. What is LinkedIn?
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55. PROFILE
There is no time like the present to start building your
LinkedIn profile and network.
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56. EXPRESS YOUR BRAND
From seeking a new job to maintaining your personal brand,
LinkedIn is an important part of being a full-fledged professional
in any industry.
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57. EXPRESS YOUR BRAND
• Learn how to create a professional landing page for you to
manage your personal brand to let people know….
• Who you are,
• What you stand for
• What you’re interested in
• Your profile will be your personal storyboard where people can
find you and stay updated on your activity.
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58. What is LinkedIn and How Can I Use It?
• LinkedIn is the world's largest professional network on the
internet. You can use LinkedIn to find the right job or internship,
connect and strengthen professional relationships, and learn
the skills you need to succeed in your career.
• You can access LinkedIn from a desktop, LinkedIn mobile app,
mobile web experience, or the LinkedIn Lite Android mobile
app.
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59. What is LinkedIn and How Can I Use It?
• A complete LinkedIn profile can help you connect with
opportunities by showcasing your unique professional story
through experience, skills, and education.
• You can also use LinkedIn to organize offline events, join
groups, write articles, post photos and videos, and more.
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61. Signing Up to Join LinkedIn
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62. What are the Steps?
1. Create your profile
2. Build your network
3. Find a job
4. Participate in conversations
5. Post content
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63. Let’s Get Started…
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64. Add a Photo
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65. It’s Your First Impression
• At first glance, it might feel silly to worry so much about what
goes into your LinkedIn profile photo.
• But when you are first "meeting" someone online, it's these little
things that matter most.
• You don't get a second chance to make a first impression, and
your LinkedIn profile photo is usually the first (and sometimes
only) chance to impress a potential client or customer.
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66. YOUR PHOTO
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67. BACKGROUND
Your LinkedIn background banner photo should reinforce who
you are and visually support the written portions of your profile.
Your LinkedIn profile's background image is your opportunity to
create a positive first impression that matters.
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68. OPEN TO WORK FILTER
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70. NAME, TITLE, CITY AND STATE
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• Great Photo
• Customize your
Title
• Your location

71. ABOUT
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72. Why a good LinkedIn summary matters for
your job search
The LinkedIn profile “ABOUT” summary is one of the first things
people see when they visit your profile.
It’s part of introductory business card at the top of your profile
that also includes your name, photo, headline, most recent
company, education, and contact information.
This information is “above the fold” on both desktop and mobile,
meaning someone doesn’t have to scroll down to find it.
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73. ITS YOUR CHANCE TO SAY HELLO
• The LinkedIn summary is where you can really let prospective
employers see who you are and what you care about.
• When recruiters search for you on LinkedIn, summary content
plays into the results.
• Your summary is not weighted as heavily as your headline or
the job titles and descriptions in your work experience section,
however they can still strengthen your searchability and help
you rise above similar candidates.
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74. How to write a LinkedIn summary for
your job search…
• A few things that should go into your summary include a catchy
hook, your personal story, and optimized keywords.
• Your LinkedIn summary must convey the number-one thing you
want recruiters or hiring managers to know about you.
• What sets you apart from everyone else? What combinations of
skills help you achieve results? Why do you love your work?
Answering these questions can uncover a compelling opening
statement.
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75. ABOUT SUMMARY TIPS
• Start strong with a catchy opening statement
• Use optimized search terms in your summary
• Don’t be afraid to inject some personality
• Add context to your career story
• Brag about your accomplishments
• Keep it readable with short paragraphs or bullet points
• Use a “call to action” at the end
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76. EXPERIENCE
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77. EDUCATION
• Your education section says a lot about you, especially to the
potential employer and your former classmates who are looking
for you to reconnect.
• While adding a school name in your education section, consider
these tips
• Enter any extracurricular activities you participated while attending that
school/college in Activities and Societies text box.
• Enter any awards or honors you received from the school/college in
Description
• Add rich media such as photo, video, link or documents to showcase
your proud moments while attending that school.
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78. ACCOMPLISHMENTS
• Course: Add the list of all the courses you took to learn
different skills.
• Honor and awards: Showcase all the honors and awards you
earned till date.
• Language: Let the profile visitor know which languages you
know. You can even add the proficiency level of the entered
languages.
• Websites: Add your website or portfolio to show case your
work and value.
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79. ACCOMPLISHMENTS
• Project: Ever been a part of any projects? Add the list of all the
projects you were part of with the complete details and
description of the respective projects.
• Test Score: Appeared in any competitive examinations? If so,
enter the test name, marks scored, date and the description
about the examination.
• Organization: Are you a part of any non-profit organization or
ever been? Add the organization name, your position, date of
tenure and description about the organization.
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80. CONNECT
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81. INTRODUCE YOURSELF
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82. ENGAGE
• Connect with fellow classmates, professors and contacts
• Share stories and content
• Follow brands, companies and leaders of interest
• Reply to posts of interest and tag people who will benefit
• Share your expertise by writing a post/blog
• Learn to use #Hashtags
• Make sure when you post you proofread and avoid spelling errors
• The more you put into it the more you will gain!
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83. ADD, EDIT, DELETE, REVISE, REPEAT
• As an individual and student your experience and knowledge
will EVOLVE. You will gain new skills and grow.
Remember your LINKEDIN profile will change and evolve to
express you and your skills.
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