Management en Organisatie voor musici
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Transcript Management en Organisatie voor musici
Conservatory Utrecht,
Friday September 23, 2011 from 10.00-11.30
Who am I and how can you
reach me?
Ingmar Leijen
Email: [email protected]
Telephone: 020 598.61.84
What do you have to do to pass
this course?
Course is in two parts:
first part (7 lessons) bachelor and master
second part only master
Being present is obligatory
Make worksheets from reader
For master-students: examination of second part still
to be announced
Schedule first period
23/9 What is marketing?
30/9 SWOT analysis, Strategy
7/10 consumer behavior
14/10 marketing mix price, place
28/10 product, promotion
4/11 Putting it all together
11/11 Practical stuff
Literature
What´s my Plan
http://www.ozco.gov.au/arts_resources/publications/
whats_my_plan/
Download it for free, and print it for yourself.
You can also buy it at the administration, but there are
for now only 23 copies.
What is marketing?
Marketing is a process in which we
trade something we have for
something we want
Marketing is keeping in mind the needs of the
customer (and of course your own needs)
Product is a solution for a need
Exchange means your needs and the needs of the
customer
What is your product?
How do you add value for your customer?
Development of marketing
Product driven
Production driven
Selling driven
Marketing
Environmental marketing
What’s your marketing attitude?
Do you think of your audience when you compose a
concert program?
Do you make plans? Do you write things down?
How do you set your price?
Do you make publicity?
Marketing instruments
Price
Place
Product
Promotion
Personnel
Process
Physical environment
Marketing plan
Mission: (your ultimate goal..)
Situation-analysis, internal en external
Strategy, market segmentation
Marketing instruments (4 to 8 P´s)
Action plan
Evaluation: “What if…” plan
Marketing plan as in the book
Current situation
Mission and vision
Description of your activities
Analysis of operating environment
Market analysis
SWOT analysis
Product analysis
Competition analysis and -strategy
Networking and people skills analysis
Marketing goals, objectives and strategies
Action Program
Resource requirements
Timeframe
Staffing
Activities
Strategy:
Alice: Would you tell me, please, which way I ought to
go from here?
The Cat: That depends a good deal on where you want
to get to
Alice: I don't much care where.
The Cat: Then it doesn't much matter which way you
go.
Alice: …so long as I get somewhere.
The Cat: Oh, you're sure to do that, if only you walk
long enough.
What do you want to achieve in
your life?
Write down for 3 minutes everything you can think of.
What do you want to do the
next three years?
Write down for 3 minutes everything you can think of.
What would you do if you knew you were
struck by lightning in 6 months time
(deadly…)
And again: Write down for 3 minutes everything you can
think of.
Step 2: Analysis
Micro, (Meso) Macro environment
Micro environment
Everything you can influence
Meso Environment (everything around you can influence a little bit
Macro environment
No influence: politics, demographics, economics, societal, ecology
External environment: macro
and meso
What are the most important trends according to you?
Demographics
Economics
Politics
Ecology
Social/juridical
Technological
Culture
Competition
Where do you find your information?
Impact-analysis
Summary:
Marketing is thinking in needs/wants
Marketing needs planning: strategy
Strategy needs analysis
Analysis needs information
Macro Meso Micro environment information
put together in a SWOT analysis
Next week:
Read the book up to 2.6
Fill out the exercises and worksheet 1