MKTG2270 Saint Mary’s University The Do-It-Myself Marketing Plan all information in the A3 read all document if have any quertion just let me know that Sai

MKTG2270 Saint Mary’s University The Do-It-Myself Marketing Plan all information in the A3 read all document if have any quertion just let me know that Saint Mary’s University
Introduction to Marketing (MKT 2270)
Professor Wayde Crawford
Assignment # 3 – Due June 12, 2019
MARKETING YOURSELF
Even if you choose not to pursue a career in marketing, the value of understanding the strategic
marketing process and marketing concepts not only equips you to sell goods and services, but to
market a very important person – you.
To that end, develop a marketing plan, using the attached template (maximum 4 pages, double
spaced), for yourself, which will allow you to secure your dream position upon graduation.
Instructions
Identify the specific type of career you hope to pursue and develop a marketing plan for
obtaining your first job upon graduation.
An important starting point is a situation analysis, which involves taking stock of what you have
done regarding your career search, where you are now, and where you are headed in terms of
your goal/existing plans and the external factors and trends affecting your employment
prospects. A SWOT analysis should be used to appraise your personal strengths and weaknesses
as well as the opportunities for and threats (or barriers) to successful employment.
Conduct an internal analysis, ask yourself, what are your strengths and weaknesses in terms of
the courses taken and grades received, work experience, extra-curricular activities involvement,
honors received, etc. Conduct an external analysis, ask yourself which industries or types of
jobs are growing or in demand that may be opportunities. Further, ask yourself what advantages
or “points of difference” you have relative to other “competitors” seeking the same job
opportunities, such as taking this marketing course, the reputation of this educational institution,
etc. Finally, ask yourself what other external forces can impact your job search, for example a
downturn in the economy, the need to be computer literate, etc. This type of focused approach
helps to define potential market segments that can be targeted.
The next task is to develop your own personal marketing mix.
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•
•
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What type of “product” do you have to offer?
What sort of “pricing” is appropriate?
What “promotion” will be utilized?
What type of “place” or channel will be used? These include intermediaries such as
on-campus career services, networking, and employment agencies.
Using the attached templates, develop a comprehensive marketing plan that will secure for you
an appropriate career and starting position.
1
MARKETING YOURSELF
Planning Phase
Situation Analysis
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Internal Assessment: What are your strengths and weaknesses? What can you do to
enhance your strengths and minimize your weaknesses? What type of competitive
advantage do YOU have? If you don’t have one, can you develop one?
•
External Analysis: What are the trends in the environmental factors that could impact
your job search and career development? Technological, Regulatory, Economic, etc.
•
Competitive Analysis: What type of background, experiences, strengths and weaknesses
do your competitors have?
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Market Analysis: What market segments (job opportunities) have you identified as
having the best potential? How do you fit into these markets? (This means doing some
research!)
Focus and Goal Setting
•
What are your objectives? Make them specific and measurable! What is your target
market? Examples might be large public accounting firms, business-to-business sales,
and marketing research for a consulting firm in Chicago, etc.
Marketing Program
•
Product: YOU. Know yourself well. Continually improve yourself. Understand how
you can meet the needs of your target market—prospective employers!
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Pricing: What salary and compensation package do you want? What are you willing to
settle for? What’s the average salary received by competitors in your target market?
•
Promotion: Very important. Think about the buying process. How will you create
awareness for yourself? What can you do to “break through the clutter” and get the
opportunity for an interview? Your personal selling skills will be important for telephone
contacts and face-to-face interviews. Probe to find out about the needs of the
organization before that “sales call” and during the interview. Have your questions
prepared.
•
Place: What channels have you developed to access your target market? Associations,
personal contacts, professors, etc. Do some careful research on these. Don’t assume that
intensive distribution is necessarily the way to go. Focus your efforts to those target
markets that hold promise.
2
Implementation Phase
Develop a timetable and budget for research, wardrobe, résumés, and travel to carry out your
program. Who will you contact in your target market? What follow-up tactics will be used?
Remember that looking for a job requires a significant commitment of your time and effort.
Control Phase
How will you use the feedback you receive from rejection letters, interviews, etc? How will you
know if you are moving in the correct direction?
Resources:
•
•
Appendix 2, Marketing – An Introduction, Sixth Canadian Edition:
The University Placement Office
Websites: Contains resources on job searches, résumé writing, interviewing, job postings, etc.
www.monster.ca
www.workopolis.com
ca.indeed.com
glassdoor.com
www.jobbank.gc.ca
careers.novascotia.ca
www.eluta.ca
idealist.com
3
www.canadajobs.com
CareerBuilder.com
Dice.com
simplyhired.com
THE DO-IT-MYSELF MARKETING PLAN
STRATEGIC
MARKETING
PROCESS
Situation
(SWOT)
Analysis
MY OWN MARKETING PLAN
Location
of Factor
Internal: Me
SWOT ANALYSIS
Kind of Factor
Favorable
Unfavorable
My Strengths:
My Weaknesses:
• Personality
• Formal Education
• Job Experience
• Motivation
• Other:
External:
P
L
A
N
N
I
N
G
P
H
A
S
E
Opportunities For Me:
Threats Affecting Me:
• Economic
• Technical
• Legal
• Other:
Focus
and Goal
Setting
My Goals Upon
Graduation
My Desired
Position
Personal Goals:
Job Description:
Industries:
My Target
Industries,
Organizations, and
Locations
Organizations:
Geographical Areas:
Personality:
My Uniqueness
(Points of
Difference)
Education & Experience:
Other:
My “Positioning”
How You Compare to Other Job Applicants:
4
THE DO-IT-MYSELF MARKETING PLAN (CONTINUED)
MARKETING MIX
ELEMENTS
P
L
A
N
N
I
N
G
P
H
A
S
E
I
M
P
L
E
M
E
N
T
A
T
I
O
N
P
H
A
S
E
C
O
N
T
R
O
L
MY OWN MARKETING PLAN
• Product Strategy
Formal Education/Courses:
(Actions to Improve
My “Marketability”)
Job Experiences/Projects Completed:
Extra-Curricular/Volunteer Activities:
Obstacles To Overcome:
• Price Strategy
Compensation Sought:
• Promotion Strategy
Résumé, Personal Interviews, & Letters/Telephone Calls:
• Place Strategy
Networking for Contacts and References:
• Schedule/Budget
Marketing Actions
Actions to Take/Budget
1.
Deadlines
1.
(Courses to take,
summer jobs to get,
résumés to write,
clothes to buy, travel
arrangements to make,
etc.)
2.
2.
3.
3.
4.
4.
5.
5.
6.
6.
• Evaluation
What Did and Didn’t Work:
• Control
How to Modify Strategy:
P
H
A
S
E
5

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