This document provides an overview and notes from Nancy Van Leuven's marketing management class. It discusses current marketing trends like companies reconnecting with core values and crowdsourcing going mainstream. It also outlines assignments like a group marketing plan and individual research project. Students must submit deliverables like a concept statement and situational analysis for the group project by certain dates. The document concludes by listing learning objectives and competencies for the course.

1. NOTES FROM THE FIELD: Residency 1!Current trends include:Re-igniting latent values – Shock value as good P.R. –Crowdsourcing goes mainstream -Cardinal sins of media relationsNancy Van Leuven, Ph.D.August 2011 Managerial Marketing

2. Purpose of Notes . . .Overview of day and outcomesApplications of marketing conceptsBreaking news Today’s news focus: Sagging customer bases (and celebrity endorsements)

3. Overview of today’s presentation

4. Re-igniting latent values: Burger King lags behind McDonald’s, Subway, and KFC in terms of perceived healthiness.After management/marketing change . . .King (teen humor) dumped for focus on freshness (adult taste).“There was a time when price value was king Now, healthy choice and quality drive the category.”--national branding expert Indyposted, August 19

5. Shock value to remedy sagging US customer baseAbercrombie & Fitch offers the MTV star money to not wear its brand.First instance of hiring anti-spokesperson.

6. Breaking cardinal rules of public relations . . .Be prepared! 2) Stay cool! 3) Never (EVER) walk away! (Ruud, 2011)

7. Water.org’s online contest to turn over Twitter account (Who controls message?)Londoners respond to #londonriotcleanup and FB (online strategies for civic response)Crowdsourcing as stakeholder engagement:What do you stand for?Chronicle of Philanthropy, 2011; Huffington Post, 2011

8. AND NOW… (applause)Syllabus and grading overview!(And breaking my own cardinal rules about presentations)

9. INTRODUCTIONS

10. Syllabus and Grading Overview:Timing is Everything! Marketing Plan (team):Concept statement, situational analysis, marketing mix, final draft, final!Research Project (individual)Draft section, updates #1, #2, #3, final submission(In–class polish/review 5th res)Other components: Blog posts, Ignite presentation, Participation

11. A note about grading . . . From the syllabus!95 – 100% A Exemplary performance90 – 94% A- Consistently above expectations 87 – 89% B+ Above expectations, very good 84 – 86% B Meets expectations, good overall performance80 – 83% B- Meets expectations most of the time77 – 79% C+ Mostly meets expectations although below some of time74 – 76% C Below expectations but passing70 – 73% C- Below expectations and needs improvement67 – 69% D+ Consistently below, but enough to get credit64 – 66% D Under performing60 – 63% D- Should consider repeating the course< 60% F No credit for the course

12. COURSE LEARNING OBJECTIVESHere’s how this course is integrated into the Presidio MBA Program.It supports the three program outcomes of:business foundations, sustainable leadership sustainable systems. Apply methods learned in the course to create a strategic marketing plan for an existing organization Publish public blog posts of an organization’s marketing and/or brand strategy through evaluation and examination of a green, social, or cause marketing programAnalyze, critique, recommend and apply strategic marketing methods in the context of environmental, social, and economic sustainability.Team based EL project enables students to integrate leadership competencies.

13. Competencies leading to learning objectivesInnovation:Proficiently integrate sustainability principles into the design, commercialization, marketing, and production of products and services.Critical Thinking:Proficiently conceptualize, apply, analyze, synthesize, and/or evaluate the nature of information and knowledge through observation, experience, reflection, reasoning, and communication, in ways that guide belief and action.Systems Thinking:Proficiently apply whole systems thinking to reorient strategies toward sustainable solutions.Sustainability Literacy:Proficiently integrate sustainability principles, frameworks, and tools to business activities, strategies, and models. Efficacy, Resilience and Adaptability:Proficientlyadjust to changing situations and obstacles and promote productivity and sustainability through a variety of contexts including relationships, teams, and organizations.Relationship Management:Proficiently encourage and influence relationships that promote sustainability across multiple stakeholders and roles within the global, social, political, ethical and cultural context of business.(See syllabus for more details!)

14. Course Grading SchemeAssignment Points% of gradeTWO Triple Pundit blog posts (individual) 30 (15 each) 9%EL Strategic Marketing Plan (team) 115 37%Ignite Presentation (individual) 15 5%Class Research Project (individual) 100 32%Attendance and Participation (individual) 55 17%

15. Next up: Major DELIVERABLES and ACTION ITEMS!EL Project: Strategic Marketing Plan (Team)Class Research Project (Individual)

16. EL Marketing Plan DeliverablesReminder of learning outcomes: Business foundations, sustainable leadership, sustainable systems

17. TO DO BEFORE RES 2, Marketing Plan:By 9/7: EL Commitment letter (see course page for link to templates)By 9/7: Concept Statement (see course page for sample)By 9/20: Situational Analysis (see course page for components –a critical part of the final plan!)Hint: See page 237 of Kotler and Lee for free planning worksheets.

18. Scholarship/research project

19. For more resources:Nancy Van Leuven’s website:http://www.nancyvanleuven.wordpress.comClick on: Managerial MarketingClick on: First residency!(and more)