Transcript Torgerson`s presentation on NICC`s marketing course project

Positive Outcomes
Of
College/Industry Partnerships
Acknowledgements
The students and instructors of Nebraska
Indian Community College (NICC)
acknowledge the support and
encouragement of the staff of Lakota
Foods. Without their willingness to supply
products and vital company information
this marketing plan would not have been
possible.
NICC Mission
• The Nebraska Indian Community College
provides quality higher education and
lifelong educational opportunities for
Umonhon (Omaha), Isanti (Santee Sioux)
and other learners.
Vision Components
• NICC is envisioned as a comprehensive
Tribal College.
• The college is distinctive in serving diverse
people.
• The identity of the college is framed by a
substantive commitment to multicultural
learning.
Project Demographics
• Instructors: Don Torgerson, MA,
Don Bad Moccasin
• Long distant learning (VTC)
• Nine students
• Major Course Objective:
Develop a Marketing Plan
Class Marketing Objectives
• Course Objectives
– Implement marketing concepts and strategies
into tribal agri-business
– Allow students a hands-on experience
– Enhance creative and critical thinking skills
– Applied marketing skills
– Develop a code of ethics applicable in the
business environment
Lakota Popcorn
• Lower Brule Sioux Tribe
• High quality
• Affordable products
• Native American traditions and values
Hypothesis
• Lakota Popcorn suffers from the lack of
name recognition and product distribution
NICC Marketing Plan/Lakota
Popcorn
• Mission Statement:
Lakota Popcorn produces high quality,
affordable products for consumers in order
to generate revenue to support economic
and employment opportunities for the
Lower Brule Sioux Tribe. We use our
products to raise cultural awareness of
Native American Traditions and Values.
Target Markets
• Casinos
• High distribution centers
– HyVee (Iowa Based Grocery Store)
– WalMart (Tri-State)
• Gift Shops
• Theaters
Consumer Survey
• Informal survey
• On and off campus
• 148 people surveyed
• Findings and
Conclusion
– Handout
Survey Questions
•
•
•
•
•
•
•
Do you eat popcorn?
Do you eat microwave popcorn?
Do you eat butter microwave popcorn?
Do you eat low-fat/sodium?
Do you eat natural popcorn?
Gender?
Number of children eating popcorn?
Data Analysis
SWOT Analysis
• Strengths
– Capacity to produce more products
– Ownership of production
– Vertical integration implemented
– Centrally located
– Adequate capital
– Support of the Lower Brule Sioux Tribe
SWOT Analysis
• Weaknesses
– Lack of brand recognition
– Lack of marketing direction
– Lack of marketing goals
– Lack of an established distribution and retail
system
SWOT Analysis
• Opportunities
– Expansion of natural health foods
– Enlarging environmental friendly packaging
– Raise cultural awareness of Native American
Traditions and Values
SWOT Analysis
• Threats
– Variation in weather patterns
– Strong competitions among the popcorn
producers
– Established competitors in the snack food
industry
– Cost of transportation
– Consumer fickleness
Resources You May or May Not be
Sleeping With
• Industry partnerships rarely involve faculty
type partners
• Look outside the box for ways to utilize
skilled, interested stakeholders
• Pursue contacts for classroom visits and
regular consultations, as well as coteaching, lectures, etc
May or May Not (cont.)
• Scan your environment for people who
can motivate and possibly employ your
students
• Provide support for your faculty to grow
and develop
Assessment Data
• Attendance/Retention
– 15 registered
– 9 stopped coming by week 4
– The marketing module began in the 4th week
– Remaining 6 students maintained an average
of 85% or above attendance
– 6 successfully completed the class
Observations
• High interest in the project
• The application of learned skills and
knowledge
• Enhancement of group dynamics
Enhancing Group Dynamic Skills
Student Response/Learned
Outcomes
• Hands on experience
• Piqued interest
• Opportunity to apply
learned concepts and
skills
• Ethical Practices:
Personal/Business
Challenges Faced in Developing a
Educational/ Partnership
• Connecting class objectives with the business
environment
• Conveying the purpose of the project in a
precise format
• Gaining mutual trust
• Gathering data
Future Opportunities
• Expand partnerships in agri-business/ business
• Explore Career Opportunities and Choices
• Student applying new found skills and
knowledge
• Developing closer working partnerships
Thank you!
Questions?