This document provides an overview of a marketing communications course taught by Professor Ethan Chazin. It includes an agenda for the first week which focuses on introductions and a review of the syllabus. Background information is provided on the professor and his areas of expertise. Various marketing topics that will be covered in the course are briefly outlined such as consumer behavior, social media adoption, strategic market management, and the objectives and role of marketing communications.

1. MKT0033/02
Integrated
Marketing
Communications
Week 1: Intros
Prof. EthanChazin
1

2. •Introduce Yourselves!
•About Me
•Review Our Syllabus
•Charge Boldly Ahead!
Agenda

3. About Me
 BA in Comms (Mktg MBA)
 20 Years In Corp. America
 Started Career as Recruiter
 My Biases
 Marketing Background
Launched Biz Consultancy ‘09
Contact me:
Tel: (201) 683-3399
E-mail: Ethan@TheChazinGroup.com

4. What I Do
 Executive Coaching
 Employee Training and Professional and
Development
 Career Coaching
 Leadership Training
 Business Owner Coaching
 Human Capital Development

6. Cool Stuff

9. Consumer Decision Journey

11. Consumer Adoption: Social Media

12. The Sharing Economy

20. The US Switching
Economy

22. 5 US Segments:
What Makes Us
Americans
‘TICK?’

23. 1. Matures
• Born before 1945.
• 10% of workforce.
• Influenced by the Military.
• 30 million people.
• Most affluent group.
• The 1st Generation.
• Delayed Gratification -work first,
pleasure later!

24. 2. Baby Boomers
• Born 1945-1964.
• Most influential group.
• 80 million people.
• Workaholics!
• Work ethic defined by time.
• Important to be a team member.
• Contributors to the team are cherished.
• Honor trust, loyalty, and responsibility,
but distrust authority.

25. 3. Gen Xers
• Born 1964-1980.
• Prove it to me.
• 45 million people.
• Loyal to people, NOT companies.
• Move from job-to-job more
frequently.
• Carpe Diem – Seize the day!
• Grew up with AIDS & MTV. Value
flexibility, life options, and achieving
achieving job satisfaction.

26. 4. Millennials
• Born between 1979 & 1994.
• 75 million people.
• Instant gratification.
• Quick feedback.
• Busy outside of work.
• Reward with time.
• Optimistic.
• Grew up in prosperous times. High
expectations, seek meaning in their work.
Career goals aligned with becoming rich
(81%) and famous (51%.)

27. 5. Generation Z / iGen
• Post-Millenials.
• Comfortable with
tech/social media savvy.
• Came of age 9/11 & Great
Recession.
• Insecure/unsettled.
• “Innovative,
entrepreneurial, highly
conscious of their futures
and the challenges they
face.“
- Patrick Cooper

28. •Change is constant.
•Strategy and execution are critical.
•Competition is simultaneously local
and global.
•Results are measured instantly.
•Customers demand interactivity and
individualization.
•Must stay ahead of the competition
The Chazin GroupThe Chazin GroupThe New Biz Reality

29. •Constant analysis required on
competitors, customers, marketplace
trends.
•The demand for SWOT information is
constant .
•Need for constant channels of
growth.
•Need to define a ‘business’ and
‘strategy.’
The Chazin GroupThe Chazin GroupStrategy is key

30. •Four (4) dimensions define any
sound business strategy:
• Product-market investment strategy;
• Customer value proposition;
• Assets & competencies; and
• Strategies and programs.
The Chazin GroupThe Chazin GroupWhat’s Business Strategy

31. •Determine where to conduct business
/compete.
•What industries/sectors should you
invest in.
•Specify: “What is our business and
what should it be.”
•(Exs. Williams Sonoma products for
home & kitchen. IBM shift from
hardware to consulting.)
The Chazin GroupThe Chazin GroupProduct Investment Strategy

32. •What you offer MUST appeal to
existing and new customers.
•Your value proposition must be
meaningful and relevant to your
target market(s.)
•Includes the following elements:
• Good value, excellence in features or service, best
overall quality, innovation, product depth/breadth,
shared passion, etc.
The Chazin GroupThe Chazin GroupCustomer Value Proposition

33. • Your biz assets or competencies will
provide a lasting competitive advantage.
• Includes your people, experience in a
region, understanding of client needs,
access to labor/materials, first in
market, established brand…
• Any/all things you do REALLY well.
• Are already established (part of what
you are and do.)
• Synergies obtained from operating a biz.
The Chazin GroupThe Chazin GroupAssets & Competencies

34. •Functional strategies & programs to
drive your biz strategy may include:
• Client relationship/retention strategy;
• Customer referral program;
• Communication strategy;
• Sourcing strategy;
• Distribution & logistics program;
• Manufacturing strategy.
The Chazin GroupThe Chazin GroupStrategies & Programs

35. Vision Versus
Mission
Statements

36. Your Vision statement explains what
you want to be/become.
Ex. Norfolk Southern: “Be the safest,
most customer-focused and most
successful transportation company in
the world.”
It’s entirely aspirational. Your Vision should
inspire the hearts of those people who work
for you, and engage with you/your business.
VISION STATEMENT

37. Defines what your organization does
and does not do, and who you do it
for.
Ex. U.S. Tennis Association: “Promote
and develop the growth of tennis.”
Mission statements drive everything
your organization does. They should be
simple, direct, and operative.
MISSION STATEMENT

38. Strategic Market
Management

39. Strategic market management
A system designed to help
management create, change, or
retain a biz strategy and
strategic visions.

40. The Chazin GroupThe Chazin GroupVision vs. Mission

41. Once you have
your strategy…

42. •Challenge the strategy to make sure
it remains relevant in a constantly
changing biz climate;
•Ensure your organization develops
and retains the necessary skills,
resources and staff to make the
strategy succeed;
•Infuse your strategy with energy &
focus.
The Chazin GroupThe Chazin GroupOnce You Have a Strategy

43. External &
Internal
Analysis

45. •Examine all the external elements
i.e. customers, competitors, markets,
and the general climate.
•Customer analysis: segments,
motivations, unmet needs.
•Competitor analysis: whose out
there, what do they offer?
•Market analysis: follow the trends.
The Chazin GroupThe Chazin GroupExternal Analysis

46. •Assess your sales organization,
marketing team, systems, processes,
talents, resources.
•Align marketing goals to sales goals
and overall business goals.
The Chazin GroupThe Chazin GroupInternal Analysis

47. Align Your Marketing,
Sales & Business
Strategies for
Success.

48. • Effective marketing is aligned with your overall
business strategy.
• Your business strategy MUST guide your
approach to marketing.
• Your marketing strategy needs to be aligned
with your business strategy on 4 dimensions:
• Goal Alignment
• Resource Alignment
• Activity Alignment
• Implementation Alignment
Aligning Strategies

49. • Are your strategic and financial goals consistent
with your marketing goals?
• Your goals can become misaligned due to:
• Rapidly changing business goals (marketplace
circumstances.)
•Poor communication
between your Departments.
• Lack of checkpoints to ensure both sets of your goals
are in sync.
Goal Alignment

50. Aligning Goals
Your Business Goals Your Marketing Goals
Increase market share
By 15% this year.
Increase sales to existing
clients by 20%.
Acquire 2 competitors with
combined 10-15% market
share.
Acquire 400 new clients.
Discontinue 30% of your
existing product portfolio.
Launch minor league baseball
advertising campaign.
Form 3 strategic partnerships. Integrate outdoor ad
campaign in Central/No. NJ

51. Aligning Goals
MARKETING’s YEAR-LONG “THEME”
CATEGORY STRATEGIES
Target Market
Positioning Statement
Offering to customers
Price Strategy
Distribution
Sales Strategy
Service Strategy
Promotion Strategy
Marketing Research
Any other component of your
marketing plan

52. • Are the resources in your business and
your allocated marketing resources
consistent?
• Business allocates resources throughout
the organization annually with $ for
marketing as a % of annual sales
(typically 1-2%.)
• Marketing spreads the money around as
best it can to help you achieve your
business goals.
Resource Alignment

53. Developing Marketing
Strategies & Plans

54. •Executive Summary
•Situation Analysis
•Marketing Strategy
•Financial Projections
•Implementation Controls
Marketing Plan Components

55. Marketing Plan

56. Marketing Budget

57. What Do
Marketers Actually
“DO?”

58. • Marketers seek to influence the level, timing,
and composition of demand to meet the
organization’s objectives.
• There are eight (8) demand states:
• Negative demand
• Nonexistent demand
• Latent demand
• Declining demand
• Irregular demand
• Full demand
• Overfull demand
• Unwholesome demand
What Do Marketers “DO?”

59. 6 Steps to
Frame ANY Market

60.  Investigating opportunities in an existing or
new value system.
 Identifying unmet or underserved needs.
 Determining target segments.
 Assessing resource requirements to deliver the
offering.
 Assessing the attractiveness of the
opportunity.
 Making an educated “Go/No-Go” decision.
The 6-Step Process

61. Marketing
Communications
Objectives

62. •Stimulate demand.
•Influence purchase decisions.
•Help the biz deal with change.
•Force the organization to focus on
the long-term.
•Communicate resource availability.
The Chazin GroupThe Objectives

63. Marketing’s Role in
Strategy

64. •Influence, set the entire strategy
through focus on customers,
competitors and the market.
•Drive the growth strategy.
•Align product lines and geographic
market areas.
The Chazin GroupThe Chazin GroupMarketing & Strategy

65. Defining Marketing

66. • “Meeting Needs Profitably”
• Supporting the Sales Function
•The Marketing “MIX” 5Ps & 2Is
• Product, Price, Placement, Promotion,
Packaging (the OLD model…BI BEFORE
Internet)
• AI After Internet focuses on Interactivity &
Individualization
• “The art & science of choosing target markets
and getting, keeping, and growing customers
through creating, delivering, and
communicating superior customer value.”
Marketing: A Definition

67. More on the 2Is of
Marketing…

68. •Products/Goods
•Services
•Events
•Experiences
•People
10 Things to Market

69. •Places
•Properties
•Organizations
•Information
•Ideas
10 Things to Market

70. What is a “PRODUCT”

71. • Core benefit: the most fundamental value
offered by the product.
• Basic/actual product: the minimum product
offering needed to deliver the core benefit.
• Augmented benefit: Features that go beyond
a customer’s most basic expectations.
What is a “PRODUCT”

72. Product Versus
BRAND

73. “A product is something made in a
factory; a brand is something that is
bought by a customer. A product can
be copied by a competitor; a brand is
unique. A product can be quickly
outdated; a successful brand is
timeless.”
Stephen King
WPP Group, London