MT-499 Unit 1 Seminar
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Transcript MT-499 Unit 1 Seminar
MT-499
Unit 1 & 2 Seminar
Welcome!
Dr. Richard D. Rowlett
Contents
Seminar Ground Rules
Office Hours and Contact Info
Review Key Elements of the Syllabus
Description of this Course
Week 1 and 2 Requirements (Assignments due this week)
Late Assignments
Plagiarism
Navigating the Classroom (Assignments/Projects)
Contents (continued)
Unit 1
Business Strategy & Strategic Thinking
Key Elements of a Strategic Plan
Overview of Business Strategies
New Hybrid Business Models
Global Social Responsibility
Case Study Analysis
Preview of Final Project
Describe the type of business you will research, develop, and organize for
your final project
Seminar Ground Rules
Please be on time (preferably early)
We will begin all seminars on time
PowerPoint will be provided the day before the seminar
(please download)
Chatting – you can chat amongst yourselves
Discussion will be moderated (at least in first seminar)
Seminars will be recorded and archived
Please participate – it will enhance the experience for all.
Office Hours and Contact Information
Asynchronous Hours
Virtual Office
Daily on weekdays and once on weekends
Synchronous Hours
AIM (AOL Internet Messaging)
6PM- 10PM (EST)–Wednesday
AIM Screen Name =
Other Means of Contact:
E-Mail = [email protected]
Phone: Email date, time (time zone), and a phone number to
schedule a phone conference.
Key Elements of the Syllabus
Description of this Course
Week 1 & 2 Requirements (Assignments due 3/11-Week 1
and 3/15-Week 2)
Late Assignments
Plagiarism
Overview of this Course
Description of this Course
This senior-level course builds on the concepts of all the
courses taken within the program of study.
The Capstone Course provides graduating students with an
opportunity to integrate their previous coursework in a
meaningful review of their learning and to assess their level of
mastery of the stated outcomes of their degree program.
Overview of this Course (continued)
Course Outcomes
1) Evaluate information management, planning and control in
2)
3)
4)
5)
business environments
Analyze organizational processes and procedures in a variety
of business settings
Synthesize appropriate principles, concepts, and frameworks
for making ethical decisions
Assess the roles that structure, management, and leadership
play in organizational performance
Evaluate how economics, government and law affect value
creation in the global context
Overview of this Course (continued)
Textbook Information
This course does not require a new textbook (you are
encouraged to utilize textbooks and notes from your previous
courses, but this is not mandatory).You should also expect to
perform research both in Kaplan's online library and on the
Web to complete the Units and projects. Completing the
research will be largely left up to you, but your instructor
will be able to help you pinpoint useful sources.
Course Reserves
There are several Course Reserve readings available for this
course
Week 1 Requirements
Discussion
Please provide original response to each DQ no later than
Saturday (only 1 DQ in Week 1).
Provide 2 other substantive participation posts for each DQ on
2 separate days.
Week 1 Assignment
The assignment is due Friday, 3/11 – this assignment will build
toward your final project for this course.
Late Assignments
Please contact me before the due date
The Late Assignment Policy allows for assignment extensions when
there are appropriate extenuating circumstances if you communicate
with me 24 hours BEFORE the assignment deadline.
The Late Assignment Policy does NOT allow for assignment
extensions if you communicate with me AFTER the assignment
deadline.
Without communication 24 hours BEFORE the assignment due
date and a review of extenuating circumstances, this is the Late
Assignment Policy.
Up to one week (1-7 calendar days) late 20% deduction in points.
After one week (8-14 calendar days) late 30% deduction in points.
No work will be accepted more than two (2) weeks after
the due date.
Plagiarism
Per the syllabus, plagiarism is defined as
"Using another person’s words, ideas, or results without giving
proper credit to that person, giving the impression that it is a
student’s own work" (Kaplan University Policy on Plagiarism, 2005,
p. 1). Presenting your own previously submitted work as new is also
considered plagiarism. Please note that plagiarism does not have to
be intentional on the writer’s part.You can also contact the Writing
Center or me for additional support.
Turnitin.com
Please be aware that I will submit student assignments to a
plagiarism service to which Kaplan University has subscribed.
Turnitin.com provides a precise and accurate review of sources and
citations. Please do not put yourself, or me, in the position of
needing to submit you for plagiarism review.
Navigating the Classroom
Assignments
You might be confused about where to find the assignment/project
descriptions for this class (due to a recent course revision).
To access the assignment description for each week:
Click on the Unit Header on the left side (e.g., Unit 1)
On the page that pops up, you will see several items listed at the top
and bottom of the page. On the bottom of the page, you will see
"Introductions", "Reading", "Discussion", "Seminar", and
"Assignment".
You will see that the assignment is a 4-5 page project where you will
identify your business (that you will use for your final project)
Click on this icon to bring up a new page with a description of the
assignment.
You will access all assignments/projects the same way.
Syllabus
Questions?
Unit 1
Business Strategy & Strategic Thinking
Assessing Strategic Capabilities
Key Elements of a Strategic Plan
Integrating Branding with Business Plans
New Hybrid Business Models
Global Corporate Social Responsibility
Case Study Analysis
Preview of Final Project
Describe the type of business you will research, develop, and organize for
your final project
Key Elements of a Strategic Plan
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
Communication Strategy
Planning Task Force
Vision Statement
Mission Statement
Values
Goals
Objectives
Tasks
Implementation Plans
Monitoring the Strategic Plan
Strategic Consultant Partners. (2007). Ten key elements to strategic planning. Retrieved from
http://yourstrategicconsultant.com/ten_key_planning.php
Key Elements (continued)
Discussion
Are any of these elements more important than the others?
What happens when an organization’s implementation plan
(including operations and projects) are out of alignment with its
strategic plan?
Should a strategic plan be static or dynamic?
Assessing Strategic Capabilities
Areas to Consider
Resources
Financial
Human
Equipment/Machinery
Intangible
Operations (include Supply Chain)
Quality of Product and/or Services
Core Competencies
Achieving Competitive Advantage
CTQs (Critical To Quality Items)
Cost, Time, Quality
Tools (e.g., SWOT Analysis, PDCA Cycle)
Benchmarking
Partnerships
Co-opetition (Brandenburger & Nalebuff, 1996)
Developing a Capacity to Deal with Change (Pieters & Young, 2000)
External Environment
Internal Base
Managing for Change
Continuous Learning
Continuous Improvement
Brandenburger, A. M., & Nalebuff, B. J. (1996). Co-opetition. New York: Doubleday.
Pieters, G. R., & Young, D. W. (2000). The ever-changing organization: Creating the capacity for continuous
change, learning, and improvement. Boca Raton, FL: St. Lucie Press.
Keeping Up with the Dow Jones’s
Making Change Work for You
Kotter’s 8-Step Model for Change (Kotter & Rathgeber, 2005)
Set the Stage
Step 1: Create a sense of urgency
Step 2: Pull together the guiding team
Decide What To Do
Step 3: Develop the change vision and strategy
Make It Happen
Step 4:
Step 5:
Step 6:
Step 7:
Communicate for understanding and buy-in
Empower others to act
Produce short-term wins
Don’t let up
Make It Stick
Step 8: Create a new culture
Kotter, J. P., & Rathgeber, H. (2005). Our iceberg is melting: Changing and succeeding under any conditions.
Boston: Harvard Business School Press.
Integrating Branding w/ Business
Plans
Advantages of such a business model.
Potential disadvantages of such a business model.
Other considerations to take into account.
What about extremely large corporations that have
businesses across multiple industries?
How can this benefit a small company (or the company you
are going to create for this course)?
Uggla, H., & Filipsson, D. (2009). Business and brand strategy: A framework for integration. ICFAI
Journal of Business Strategy, 6(2), 27-42
Hybrid Business Models and
Global Corporate Social Responsibility
Recent Trends in Business Models
Global Corporate Social Responsibility
Clean Energy Economy and Businesses
Denver International Airport
Google’s RechargeIT project (http://www.google.org/rec.html)
Renewed Commitment to Community Service
My Company’s Example
What other forms of Global Corporate Social Responsibility
exist?
Case Study Analysis
Mack & PC
There has been some great discussion on this so far.
Good example of how a good idea can go wrong.
Keep their issues in mind when thinking about your
organization for your final project.
Final Project
Final Project
Please download the Final Project Template from Doc
Sharing.
Also, at the top of the Unit 1 Home Page, please click
on the “Extra Extra” tab to review the timeline for your
final project.
Remember that your Week 1 Assignment (and the
company you choose to create) will be used throughout
this class to build your final project.
Please visit the following website for some examples
(samples) of business plans
http://www.bplans.com/sample_business_plans.cfm
MT-499
Unit 2
Contents
Role of Marketing
Market Research (including Benchmarking)
Different Types of Marketing Campaigns
Macro/Micro Marketing (Levels of Marketing)
Key Elements for a Successful Marketing Campaign
Marketing Mix (4 P’s of Marketing)
Product
Price
Place
Promotion
Contents (continued)
Customer Relationship Marketing (CRM)
Developing a Positive Customer Experience
Branding Campaigns
Top Brands
Ethics in Marketing
Benefits
Criticisms
Marketing and You
Role of Marketing
What is the Role of Marketing?
To develop a relationship with customers that is positive and
beneficial to both the customer and the company.
What is the Desired Outcome?
For-Profit Organizations
To create revenue (and profits) for an organization.
Not-For-Profit Organizations
To attract customers to support (and/or utilize) the organization’s
mission.
Know This LLC. (2010). The role of marketing. Retrieved from
http://www.knowthis.com/principles-of-marketing-tutorials/what-is-marketing/role-ofmarketing/
Market Research (include Benchmarking)
Marketing is more than just advertising
Research can be both Quantitative and Qualitative
Research is used to:
Determine customer needs (Whether B2B or B2C)
Create or improve products/services
Determine effective Marketing campaigns
Benchmarking for Success
You need to offer a product/service that is superior to (or at least
competitive with) your competitors’ products/services.
Therefore, you need to benchmark:
Competitors’ Products/Services
Competitor Processes (including supply chains)
Industry Best Practices
Different Types of Marketing
Campaigns
Television
Radio
Print
Newspapers / Magazines
Billboards / Benches / Bus Stops / etc.
internet
Direct Mail
Online
Pay Per Click
Banner Advertising
Email Marketing
Organic Search
Generating Publicity
Resource Nation, Inc. (2010). Guide to different types of marketing. Retrieved from
http://www.resourcenation.com/article/guide-different-types-marketing
Macro/Micro Marketing
To What Level are you going to market
Local
Statewide
Regional
National
Global
Key Elements of Successful
Marketing Campaigns
Know your Customer (your target audience)
Thoroughly Analyze your data
Be Creative
You need to stick out to be noticed
Response Capturing
Analyze and Improve
Note: The information here is identified for direct marketing
campaigns but can apply to all types of marketing campaigns.
AllBusiness.com. (2010). Five key elements of a successful direct marketing campaign. Retrieved from
http://www.allbusiness.com/marketing-advertising/marketing-advertising/114176261.html
Marketing Mix (4 P’s of Marketing)
Marketing Mix
Parameters the marketing manager can control, subject to the
external and internal constraints of the marketing environment
Goal is to make decisions regarding the 4 P’s that will create
perceived value and generate desired results
4 P’s
Product
Price
Place (distribution)
Promotion
NetMBA.com. (2007). The marketing mix:The 4P’s of marketing. Retrieved from
http://www.netmba.com/marketing/mix/
4 P’s (Product)
Product
Product refers to the tangible products (and/or services) of a company
Product Decisions include:
Brand Name
Functionality
Styling
Quality
Safety
Packaging
Repairs and Support
Warranty
Accessories and Services
NetMBA.com. (2007). The marketing mix:The 4P’s of marketing. Retrieved from
http://www.netmba.com/marketing/mix/
4 P’s (Price)
Price Decisions include:
Pricing strategy (determining margins)
Suggested retail price
Volume discounts and wholesale pricing
Cash and early payment discounts
Seasonal Pricing
Bundling
Price Flexibility
Price Discrimination (selling at different prices to different customers
even though costs are the same)
NetMBA.com. (2007). The marketing mix:The 4P’s of marketing. Retrieved from
http://www.netmba.com/marketing/mix/
4 P’s (Place)
Place (Distribution)
Getting the product to the customer
Place (Distribution) Decisions include:
Distribution channels
Market Coverage (inclusive, selective, exclusive)
Specific channel members
Inventory management
Warehousing
Distribution centers
Order processing
Transportation
Reverse logistics (remanufacturing / refurbishing)
NetMBA.com. (2007). The marketing mix:The 4P’s of marketing. Retrieved from
http://www.netmba.com/marketing/mix/
4 P’s (Promotion)
Promotion (Marketing)
Communication of information about the product/service designed to
generate a positive customer response
Promotion (Marketing) Decisions include:
Promotional strategy (push, pull, etc.)
Advertising
Personal selling & sales force
Sales promotions
Public relations & publicity
Marketing communications budget
NetMBA.com. (2007). The marketing mix:The 4P’s of marketing. Retrieved from
http://www.netmba.com/marketing/mix/
Customer Relationship Management
(CRM)
Definition
Strategies within an organization to attract new
customers and retain current customers (generating
repeat business)
Online Example:
Amazon.com
Developing a Positive
Customer Experience
3 D’s of Customer Experience
Design the right products and services (and offers) to the customers
Deliver value to the customer by focusing the entire company on
this goal
Develop the capabilities to deliver the positive experience again and
again
Problems with a negative customer experience
Bad publicity
Power of word of mouth
Customer Experience Manager (or Customer Relationship
Manager)
Branding Campaigns
Designed to develop:
Brand recognition
Get people to know your brand name – they may not
buy or need your product, but word of mouth can
create other customers
Brand loyalty
Get a customer and keep that customer.
This can span generations of a family or friends
Gaining New Customers vs. building Customer (Brand
Loyalty)
Top Brands of 2009 (Globally)
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
Coca Cola
IBM
Microsoft
GE
Nokia
McDonalds
Google
Toyota
Intel
Disney
Biggest Gainer = Amazon
43 (2009) / 58 (2008)
Biggest Loser = UBS (Switzerland - Wealth Mgmt. / Investment Banking)
72 (2009) / 41 (2008)
Bloomberg L.P. (2009). 100 best global brands. Retrieved from
http://bwnt.businessweek.com/interactive_reports/best_global_brands_2009/
Ethics in Marketing (Benefits)
Social Benefits:
Develop products that meet customer needs, including products that
enhance quality of life
Create a competitive environment that helps lower product prices
Develop product distribution systems that offer access to products to a
large number of customers and many geographic regions
Build demand for products that require organizations to expand their
labor force
Offer techniques that have the ability to convey messages that change
societal behavior in a positive way (e.g., anti-smoking advertising)
Know This LLC. (2010). The role of marketing. Retrieved from http://www.knowthis.com/principles-ofmarketing-tutorials/what-is-marketing/role-of-marketing/
Ethics in Marketing (Criticism)
Criticism of Marketing:
Encourages people to buy something they don’t need
Embellishes product claims/capabilities
Discrimination in customer selection
Adds to environmental waste (non-biodegradable products/packaging)
Encroaches on rights to privacy (Amazon.com’s CRM model)
Do Marketers have a Social Responsibility?
Know This LLC. (2010). The role of marketing. Retrieved from http://www.knowthis.com/principles-of-marketingtutorials/what-is-marketing/criticisms-part-1/
Know This LLC. (2010). The role of marketing. Retrieved from http://www.knowthis.com/principles-of-marketingtutorials/what-is-marketing/criticisms-part-2/
Know This LLC. (2010). The role of marketing. Retrieved from http://www.knowthis.com/principles-of-marketingtutorials/what-is-marketing/criticisms-part-3/
Marketing and You
Thoughts on the role of marketing
Super Bowl Ads
Have become almost as popular as the Super Bowl itself
Are any of the 4 P’s (product, price, place, promotion) more
important than the others?
Your Own Customer Experiences (positive or negative)
CRM – Ethical or Not?
Anything else that you want to share . . .
Final Questions?