Marketing
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Week 19 January 13th-17th
Please complete Professional Attitude Week 18- Last one! Professional Attitude Week 18- Last one
At this point, Follow A Product for Place Strategy, Price Strategy, and Promotional Strategy should be in your folders. I will be working on updating grades so please make sure this is the case.
We will omit the final writing assignment which was meant to be a "summary"
Your final project will also count as your second assessment so I do not over burden everyone. You will NOT have a take home final
With that said, I have very high expectations for the South Shore Bank Projects- you will need to work on some of this outside of class time to make them exemplary
Projects will be presented the last day of the course, January 21st
Week 18 January 6th-10th
Housekeeping:
- If you did not submit your Follow A Product for Place Strategy, Price Strategy, and Promotional Strategy please do so by the conclusion of Sunday (Jan 12)
- It appears there was miscommunication on timelines for these.
- We will omit the final writing assignment which was meant to be a "summary"
- Your final project will also count as your second assessment so I do not over burden everyone
- You will NOT have a take home final
- With that said, I have very high expectations for the South Shore Bank Projects- you will need to work on some of this outside of class time to make them exemplary
Projects will be presented the last day of the course, January 21st
Professional Attitude Week 18- Last one
Week 17 January 2nd-3rd
HAPPY NEW YEAR!
Follow a Product Weekly Writing Assignment Overview and Directions
- Sample Writing Example 1
- Sample Writing Example 2
Marketing Groups for Final Projects with South Shore Bank
Week 16 December 16th-20th
Review all activities for Unit 6 Price Strategy
Follow a Product Weekly Writing Assignment Overview and Directions
- Sample Writing Example 1
- Sample Writing Example 2
Writing reflection due by end of Week 16
Brainstorm for South Shore Bank Final Project
Marketing Groups for Final Projects with South Shore Bank
Have a wonderful holiday break!
Week 15 December 9th-13th
- I will be out of the building Thursday and Friday to attend the DECA District 1 Competition
- Please complete the activities outlined in the document on the appropriate days. Please skip the activities that have strike-through font
- Some of these will be collected and graded, I will tell you which ones next week
- If you did not submit your Follow A Product Writing Assignment for Product Strategy and Place Strategy, please do so by the conclusion of the week
- We will cover our last unit, Promotion, next week and then dive into our projects with South Shore Bank
Week 14 Professional Attitude- Please complete, ran out of time on Friday due to our presentation from South Shore Bank
Unit 5 Place Strategy- Finish activities
- Journal entry for KJP
- Case Study for Dell- responses will be printed and turned in for a grade
- Complete Place Strategy Follow A Product and make sure it is in your folder
Follow a Product Weekly Writing Assignment Overview and Directions
- Sample Writing Example 1
- Sample Writing Example 2
Week 14 December 2nd-6th
Marketing Groups for Final Projects with Krigsman Yoga and South Shore Bank
- Waiting to hear back from Krigsman Yoga on whether or not she can reschedule
- Everyone will participate in the South Shore Bank interview just in case
Interview script to help guide the questions
- Your objective is to create a marketing plan for an actual Hingham business. Your plan and presentation should review what the business is currently doing effectively and state future recommendations based on the interview with your client. You should include reasons for your recommendations based on research and working with your assigned business.
- Your assignment will include:
- A written marketing plan- we will review the template after break
- 10-minute client presentation (10-minute minimum) based on your research, findings & recommendations. Use a variety of visual aids to showcase your recommendations.
- Tuesday- South Shore Bank Groups takes notes
- Thursday- Krigsman Yoga Groups takes notes. Review notes with South Shore Bank groups and South Shore Bank groups complete KJP Journal Entry
- Friday- Review notes with Krigsman Yoga group and complete KJP Journal Entry and work on Follow a Product Writing Assignment
Week 13 November 25th-27th
Week 12 Professional Attitude - Please give yourself a realistic evaluation for your work performance and contributions to class over the past 2 working weeks.
Finish Unit 4 Product Strategy
Follow a Product Weekly Writing Assignment Overview and Directions
- Sample Writing Example 1
- Sample Writing Example 2
Marketing Groups for Final Projects with Krigsman Yoga and South Shore Bank
Interview script to help guide the questions
- Your objective is to create a marketing plan for an actual Hingham business. Your plan and presentation should review what the business is currently doing effectively and state future recommendations based on the interview with your client. You should include reasons for your recommendations based on research and working with your assigned business.
- Your assignment will include:
- A written marketing plan- we will review the template after break
- 10-minute client presentation (10-minute minimum) based on your research, findings & recommendations. Use a variety of visual aids to showcase your recommendations.
HAPPY THANKSGIVING!!
Week 12 November 18th-22nd
We will be taking an assessment on our first 3 units on Tuesday, November 19th
- 21 multiple choice questions and 3 open end questions
- You can use your note guides from all units on this assessment
- Activities are built into the presentation and do not appear in a separate document
- Use this Google Slideshow for the Product Life Cycle Activity
- Chobani Example for Product Life Cycle
- Oat milk and coffee creamers: Chobani expands beyond Greek yogurt
Week 11 November 12th-15th
Present Target Market Cereal Projects on Wednesday
Use this link to paste and links to content you plan to present
- Activities are built into the presentation and do not appear in a separate document
- Use this Google Slideshow for the Product Life Cycle Activity
We will be taking an assessment on our first 3 units on Tuesday, November 19th
- 21 multiple choice questions and 3 open end questions
- You can use your note guides from all units on this assessment
Week 10 November 4th-8th
Finish Unit 3 Target Markets and Market Segmentation Activities
Week 10 Professional Attitude
Week 9 October 28th-November 1st
Unit 3 Target Markets and Market Segmentation Activities
- Journal Entry for Orange Theory
- Complete Padlet for McDonalds
- Introduce Cereal Target Markets Project
- Due Week 10 on TBD
Week 8 October 21st-25th
Unit 3 Target Markets and Market Segmentation Activities
On Wednesday, I will be at an educator's conference at Gillette Stadium. You will use the class period to finish your VALS Framework activity and to work on your writing assignment for Target Markets. Manage your time effectively. If you do not finish, you will finish for hw and the assignment is due by the end of Week 8.
Follow a Product Weekly Writing Assignment Overview and Directions
- Sample Writing Example 1
- Sample Writing Example 2
Week 7 October 15th-18th
If you did not complete your Professional Attitude Rubric last week, please do so now
Debrief Questions: Persuaders
What surprised you in the descriptions of how much demographic information marketers have about potential customers? What kinds of information would you be willing to share about yourself or your family in order to: enter a contest? Get a discount? Get online? Get a cell phone? Use a credit card? Would you be willing to reveal your name, address and phone number? What music you listen to or your favorite snacks? The grades on your last report card? How much your parents earn? What medications people in your family take? What kinds of information would you want to keep private and why?
In "The Persuaders," marketer Kevin Roberts uses the term "lovemarks" to identify brands to which people are loyal even when devotion is not logical. Are there brands (or music) to which you are devoted? When you stop to think about it, is your loyalty to any particular brand logical or a "lovemark"? If purchasing a particular brand isn't logical, why would you (or other people) do it?
Advertising executive Douglas Atkins argues that purchasing branded merchandise now provides that same sense of belonging that was once provided by community institutions like schools, churches, civic groups, or fraternal orders. What provides you with a sense of belonging or identity? What role, if any, does marketing play in what you identify with or where you hang out the most?
What went wrong in Song's branding strategy? Identify at least 3 reasons why you think they were forced to close after operating less than 3 years.
Working in a small team, discuss and complete the following:
The new premium Converse shoe models will more closely resemble and take a page from the playbook of its parent company, Nike. How will this impact customer perception of a shoe that has traditionally been a retro favorite across generations? Do you think Nike should use more of its “brand” power to market Converse shoes? Provide at least 2 reasons why or why not. Conduct internet research to back up your position. What buying motives are at play when it comes to Converse products? Why? Would they be different based on generation? Describe at least 1 emotional and 1 rational motive for Generation Z (your age range), Millennial Generation (my age range), and Generation X (your parents age range). Each group should record their answers in a shared Google Doc. All group members should be prepared to discuss their positions and findings with the class.
Nike Purchasing Converse, A Legend on the Blacktop
Why Buying Converse Was One of Nike Inc's Greatest Investments
The Holy Trinity of Nike Design Made a New Shoe—for Converse
Unit 3 Target Markets and Market Segmentation Presentation
Unit 3 Target Markets and Market Segmentation Activities
Week 6 October 7th-11th
Unit 2 Branding and Motives Activities
- Complete Brand Analysis
- Please post your finished presentation to this document
Watch: The Persuaders
- We have talked a lot about lifestyle brands and what it takes to achieve that status successfully. The documentary we are going to watch takes a look at a brand that failed at achieving lifestyle status, Song Airlines. Watch the promo video they developed and their "first" commercial. What do you think from just watching these? Can you foresee any problems? Think about your travel experiences. Discuss these questions with a neighbor. I've also provided a NYT's article that covers their collapse.
- Song Promo Video
- Song's first commercial
- Delta to Close Song, Its Low-Fare Airline
Week 5 September 30th-October 4th
Please have submitted to your marketing folder by Friday (October 4th) Follow A Product Writing Assignment 1: Branding and Consumer Motives
- These were supposed to be submitted over the weekend. Many are missing or incomplete.
Unit 2 Branding and Motives Activities
- Present Brand Character Projects
- Complete Brand Analysis
- Converse Case Study
Watch: The Persuaders
- We have talked a lot about lifestyle brands and what it takes to achieve that status successfully. The documentary we are going to watch takes a look at a brand that failed at achieving lifestyle status, Song Airlines. Watch the promo video they developed and their "first" commercial. What do you think from just watching these? Can you foresee any problems? Think about your travel experiences. Discuss these questions with a neighbor. I've also provided a NYT's article that covers their collapse.
- Song Promo Video
- Song's first commercial
- Delta to Close Song, Its Low-Fare Airline
Follow a Product Weekly Writing Assignment Overview and Directions
- Sample Writing Example 1
- Sample Writing Example 2
Professional Attitude Week 6
Week 4 September 23rd-27th
Unit 2 Branding and Consumer Motives Presentation
Unit 2 Branding and Consumer Motives Note Guide
Unit 2 Branding and Consumer Motives Activities
Review Together: Follow a Product Weekly Writing Assignment Overview and Directions
- Start thinking about this
- Sample Writing Example 1
- Sample Writing Example 2
First writing assignment is due by end of class Friday
Week 3 September 16th-20th
Finish all Activities for Unit 1
Review Together: Follow a Product Weekly Writing Assignment Overview and Directions
- Start thinking about this
- Sample Writing Example 1
- Sample Writing Example 2
Look at the company logos and slogans on the board. Make a journal entry that describes how each of these makes you feel. Or in other words, what images about the company do the logos and slogans provoke in you?
Unit 2 Branding and Consumer Motives Presentation
- Read this article: Do you think they ruined themselves before they even started?
- Here is a more recent example- Do you think there were ill intentions or is this a product of our pc culture?
- Changing company image
- Use this article for branding extension successes and failures
Unit 2 Branding and Consumer Motives Note Guide
Unit 2 Branding and Consumer Motives Activities
Week 2 September 9th-13th
- Unit 1 Marketing All Around Us
- Student Note Taking Guide
- Activities for Unit 1
- Review Together: Follow a Product Weekly Writing Assignment Overview and Directions
- Start thinking about this
- Sample Writing Example 1
- Sample Writing Example 2
- I'm Done Activity
- Week 2 Professional Attitude
- Please complete this on Friday
- Be realistic with your evaluations
- If I agree with your evaluation, you will not see any note in your student portal. If I disagree with your evaluation, I will enter a note in your student portal as to why and what you can work on. Please ask if you need clarification on this element of the course.
Week 1 September 3rd-6th
- Review Together: Course Outline and Description
- Review Together: Professional Attitude Rubric
- On a biweekly (even numbered weeks) basis, you will have the opportunity to provide input on your work performance in class. After reflecting on the previous 2 weeks, you will complete the section titled "Student Reflection" by highlighting your ranking. The purpose of this exercise is to reflect on your performance in class and make changes as necessary. Additionally, I do not grade each and every activity, discussion, assignment, etc. This rubric incorporates your day to day contributions to class. Failure to submit your rubric on time will result in your inability to provide your own input and you will not be able to fall into the "exemplary" category.
- First Day Questionnaire
- Play Together: The Logo Board Game
- I will place you in teams and we will spend some time getting to know each other
- At the conclusion of the game you should be able to:
- Introduce a fellow team member and share something you learned about that person that you didn't know beforehand
- Describe as a team 3 things you hope to get out of the course. Please nominate a spokesperson for your team.
- Google Drive Setup
- Create a folder using your HINGHAM Google account and name it Marketing. Please "share" the folder with me and be sure that I have editing capabilities. As the semester goes on, we will be adding documents and sub folders.
- Create a document in your Marketing folder and call it "Journal." Keep the most current entry at the top with the current date.
- Let's start the course by taking a historical look at what marketing looked like in the 1960's versus today by reviewing this resource. Next, Read this article from Forbes Magazine and also read this one. They won't take that long!
- Make a journal post that answers the following questions. Be prepared to share your response with the class. After reading the articles, what do you think is the job of marketing now versus previous eras and generations? What are marketers trying to achieve? Do you think marketing involves more than just logos, slogans, and the promotion of a product or service? Why or why not using examples from The Logo Game and incorporating elements from the readings.
- Review Together: Follow a Product Weekly Writing Assignment Overview and Directions
- Sample Writing Example 1
- Sample Writing Example 2
- Unit 1 Marketing All Around Us
- Student Note Taking Guide
- Activities for Unit 1
- DECA Introduction
- I'm Done Activity