Persuasion and Marketing

Objectives

• Understand the purpose and objectives of the course.
• Application: Develop a persuasive proposal that incorporates an understanding of the buying process, the persuasion process, needs, and features
• Compare and contrast the elements of a marketing plan versus a persuasive proposal
• Describe the relationship between corporate mission and strategy and the marketing plan

Research

Objectives

• Explain the uses and importance of marketing research, the differences between primary and secondary data, and forms of research to use in specific situations.
• Understand the impact of corporate mission/strategy, core competence, portfolio analysis, and current company/ product performance on marketing strategy.
• Estimate levels of market attractiveness and competitive advantage for key product lines.
• Application: Develop “Company/Product” section of a marketing plan.

Situation Analysis Customers and Markets

Objectives

• Explain the major factors influencing buyer behavior, the stages in the B2B buying decision process, and the roles that different individuals play in the process
• Describe the role of attributes in evaluation of alternatives and the major components and rationale behind the House of Quality
• Use conjoint analysis to obtain user judgments
• Application: Develop “Customer” section of a marketing plan.

Situation Analysis – Competition, Context, and Collaborators; Market Potential and Demand

Objectives

• Use Porter’s Five Forces to understand the attractiveness of an industry
• Gather and interpret data from various sources to conduct an industry/competitive analysis
• Describe how political, economic, social, and technical issues in the macro-environment impact marketing planning
• Explain the difference between market potential and market demand
• Describe the factors affecting new product forecasting accuracy
• Application: Develop “Competition”, “Context”, “Collaborators” sections of a marketing plan.
• Application: Develop “Market Potential and Demand” section of a marketing plan.

Opportunities/Issues Analysis Setting Objectives and Developing Strategy

Objectives

• Apply information from the current situation analysis to develop an opportunities and issues analysis
• Estimate objectives for a marketing plan.
• Analyze segment attractiveness
• Choose a target segment for a new product.
• Determine points of differentiation for a new product
• Develop a perceptual map and a positioning statement for a new product.
• Application: Develop “O/I Analysis” section of a marketing plan.
• Application: Develop “Objectives” section of a marketing plan.
• Application: Develop “Segmentation, Targeting and Positioning” sections of a marketing plan.

Marketing Mix: Product Strategy

Objectives

• Describe how the product life cycle concept can assist in the development of the marketing mix.
• Compare/contrast the strategic benefits of new products vs. line extensions.
• Describe the innovation diffusion process, the characteristics of an innovation that affect its rate of adoption, and the characteristics of different types of “adopters”
• Describe the relationship between product development and product platform development
• Application: Develop “Product Strategy” section of a marketing plan.

Marketing Mix: Pricing Strategy

Objectives

• Use financial analysis and information from the situation analysis to understand factors underlying the price for a new product.
• Understand the impact of the company, competition, and the customer on pricing strategies
• Apply the steps and methodologies that can be used for setting the price of a new product or service
• Application: Develop “Pricing Strategy” section of a marketing plan.

Marketing Mix: Communication/Promotion Strategy

Objectives

• Describe the communications process and its implications in effective message design
• Describe six types of communications objectives and their relationship to the elements of the promotion mix
• Explain the rationale behind skimming and penetration launch strategies.
• Describe the elements of the promotion/communications mix
• Use a promotional calendar to assure the development of integrated marketing communications Application: Develop “Communication-Promotion Strategy” section of a marketing plan.

Marketing Mix: Place and Strategic Alliances

Objectives

• Describe the concept of “channels”, the types of channels available for the high-tech market, and selection criteria to consider when making channel design decisions
• Describe the roles of marketing alliances in launching and promoting a hightechnology product or service
• Application: Develop “Place and Strategic Alliances Strategy” section of a marketing plan.

Evaluating Marketing Plans, Review and Wrap-Up

Objectives

• Apply course concepts in the discussion of marketing plans.
• Review course concepts
• Special topic(s)