"Note on Marketing Strategy Dolan"
C:\Docstoc\Working\pdf\c3f47525-e910-4cf4-b476-f8ff9429d027.xls A B D E F G H I J 1 Global Entrepreneurial Marketing (GEM) Course Calendar 2 Class Marketing Guest Discussion 3 Day Date Subject Marketing Skills Learned Case to Read or Lecture Topic Reading Student Deliverable Confirmed? Leader(s) 4 Wed 31-Mar Introduction Course overview - what you will learn, Lecture: Introduction to GEM GEM Course Description and Students confirmed in class NA Tom Kosnik, who benefits, expectations for class Course Calendar; Guidelines for must organize themselves into Fenwick and membership, class structure, policies Strategic Thinking Paper; (All study teams of 6 in which you West Consulting and procedures available under "Course Materials" will do your case prep and case Professor, Dept. at:http://www.stanford.edu/class/ms opening. Each team can split of Mgt. Science ande271/ into dfferent teams of 2-7 with and Egr., Stanford 5 other classmates for final 6 Fri 2-Apr Marketing Toolkit Marketing overview and detailed review Lecture: Marketing Toolkit, Crossing the Chasm, Chapters 1-2; Skim the Orange Gum case. NA Tom Kosnik and of the tools we will use in the course: continued Four Steps to the Epiphany, Think about how you might Lynda Smith TALC, whole product, positioning Case: Orange Gum Pte. Ltd Chapters 1- 2. analyze it, and what decisions statement, 6Ms, partner matrix, (STVP #2002-007) you would make if you were Mr. economic analysis, competitive SWOT, Ng Hock Ching, the Chairman of five forces, 9-point strategy checklist, Orange Gum Pte. Ltd., or Mr. reality test matrix and others. We will Tan Meng Wee, Orange Gum’s apply these to Orange Gum president and CEO. If you have formed a team compare notes 7 with team mates. Be prepared to 8 Mon 5-APR SPECIAL Targeting Markets and Customers; N/A Read: 1) GEM 08 Win Email Come to special session Yes Some of the GEM 6:30 - 9:00 SESSION: GEM Sales and Negotiation Instructions to final project prepared to meet some of the final project PM special Final Project sponsors; 2) GEM Final Project GEM final project sponsors; ask sponsors will be session in Marketplace Proposals - all available on GEM questions to help you prioritize at the specilal Skilling Website. As you form GEM teams, the potential projects. During session. Others Auditorium look for team mates who are the session, practice your will not be there. interested in same Final projects as "selling skills" as you meet with you are. porential project sponsors and 9 potential team mates. 10 Wed 7-Apr Marketing Toolkit The roles in marketing - what are they? Lecture: Marketing Roles and Dolan, Robert (1999) "Note on Begin to think about your Yes Lynda Smith, and STP How do they evolve through the TALC Responsibilities Integrated Marketing Strategic Thinking Paper and Stanford and company life cycle. Communications" HBS Online #9- your career. Lecturer, Serial 599-087 Chief Marketing Officer, including Genesys, Nuance Communications, 11 and Genpact 12 Fri 9-Apr Product maximizing success throughout the NA Review Facebook Era , Chapters None. Work on your projects. Yes Betsy Sperry, Marketing and purchase cycle 4, 5 ,8, 9, 10, and 12; Dolan, Robert GEM Management; (1999) "Note on Integrated Entrepreneur in Branding: Marketing Communications" HBS Residence, Establishing and Online #9-599-087 Advertising 13 Managing your Agency Leader, 14 Brands founder of c3f47525-e910-4cf4-b476-f8ff9429d027.xls Page 1 of 6 5/10/2011 C:\Docstoc\Working\pdf\c3f47525-e910-4cf4-b476-f8ff9429d027.xls A B D E F G H I J 1 Global Entrepreneurial Marketing (GEM) Course Calendar 2 Class Marketing Guest Discussion 3 Day Date Subject Marketing Skills Learned Case to Read or Lecture Topic Reading Student Deliverable Confirmed? Leader(s) Fri 9-Apr Strategic 1. Developing a long term vision - often You are the case. You are a new Crossing the Chasm; The Complete first draft of vision NA NA Thinking Paper with multiple scenarios; 2) Articulating product. You are the founder and Facebook Era; and Four Steps to statement and think about how your values - and how they affect your CEO of a new venture. You are a the Epiphany , Use at least one you will innovate within the work and life; 3) Diagnosing the unique individual who has to tool from each book, plus one other outline for the paper shown in problems and opportunities facing a cultivate a portfolio of trustworthy book you select from list Exhibit 1 of "Guidelines for the new entrant (you) in an emerging relationships with others in your in"Guidelines for the STP" on GEM STP". Review with your personal category (the next generation of global professional and personal social Website. Some great options STP board of advisors. DO NOT leaders, entrepreneurs, and altruists); 4) networks. You face the challenge include Getting to 50/50 ; What hand anything in. Making specific, concrete marketing of building your personal "brand." Color is Your Parachute?; decisions for the Launch of your new A brand is a relationship between Who's got Your Back? ; Seven "product" in the next 12 months; 5) the "seller" of the product and the Habits of Highly Effective Analyzing the market environment and "buyers" Who put their time, People ; Built to Last ; Good to how it may change in the next 12 money, and reputations at risk Great. months when they "bet" on a new product 15 for the first time. 16 Wed 14-Apr Targeting Aligning go-to-market customer strategy Lecture: Creating Markets Four Steps to the Epiphany, Ch. 3- All teams: Go to STVP ECorner - Y Donna Novitsky, Markets and with early product release strategy While Creating Products 4. Go to bigtent website to learn http://ecorner.stanford.edu. Find Stanford Customers; about Donna Novitsky and her a short video clip that is relevant Lecturer, Serial Product company. to bringing first products to Chief Marketing Development market. Post on GEM Officer, venture courseweb by 7pm. Watch other partner at MDV, 17 teams' selections. now CEO of 18 Fri 16-Apr Assessing How to Assess Market Potential; How The Business of Clean Water Crossing the Chasm - CH 3-6, Teams in World 1 Open Y Tomk and Arnav Market Potential; to prioritize the entry into target markets (STVP 2009-001) Four Steps to the Epiphany , CH Sharma, GEM Selecting Target (both product categories categories and 3-5; Faceboook Era , CH 6, Social CA 2008, Now at segments counrties) as part of your global Innovation. Infosys; Clean (categories and expansion Water Guru 19 counrties) 20 Wed 21-Apr Targeting Selecting target customer segments for Marketing in the Fast Lane: Crossing the Chasm - CH 3-6, Teams in World 2 Open NA Tom Kosnik Markets and two distinct products; Dynamic Tesla Motors (STVP 2007-002) Four Steps to the Epiphany , CH Customers; Positioning; Delivering a whole product 3-5; Faceboook Era , CH 5, Social Product with Channel Partners Network Marketing, and CH 6, Marketing and Social Innovation. 21 Management 22 Fri 23-Apr Product Assessing and selecting target markets SKYPE Nordic Crossing the Chasm , CH 5-7; Teams in World 3 Open Yes Lena Ramfelt, Marketing: in new geographies Four Steps to the Epiphany , CH Stanford Targeting 3-5. Lecturer, angel Channel Partners investor, serial and end entrepreneur, and customers to Jonas achieve 90+% Kjellberg,marketin adoption across g leader from 23 four countries In SKYPE who is 24 Scandinavia now a venture Wed 28-Apr Product How to position a product category and DFJ: Vina Capital - Venture Crossing the Chasm , CH 6-7; Teams in World 4 Open Yes Tom Kosnik Positioning and a company in a new country. In Capital in Vietnam Four Steps to the Epiphany , CH Target Market Vietnam no one really knows what 3-5 Selection venture capital is. How to build the reputation of the category (VC) and the 25 DFJ Vina brand? c3f47525-e910-4cf4-b476-f8ff9429d027.xls Page 2 of 6 5/10/2011 C:\Docstoc\Working\pdf\c3f47525-e910-4cf4-b476-f8ff9429d027.xls A B D E F G H I J 1 Global Entrepreneurial Marketing (GEM) Course Calendar 2 Class Marketing Guest Discussion 3 Day Date Subject Marketing Skills Learned Case to Read or Lecture Topic Reading Student Deliverable Confirmed? Leader(s) 26 Fri 30-Apr Product Product pricing, value-based pricing, Virgin Mobile (HBS Online #9- HBR: Principles of Pricing, Product Teams in World 5 Open NA Lynda Smith, Marketing & skim vs penetration pricing in an 504-028) No. 9-506-021, Author John T Stanford Management: emerging market Gourville; Chasm Companion, pp Lecturer, Serial Pricing 149-162 Chief Marketing Officer, including Genesys, Nuance Communications, 27 and Genpact 28 Wed 5-May Sales and Sales and Negotiation Lecture: Negotiating across "The Hidden Challenge of Cross Think about any "cultural Y Laina Negotiations cultural chasms. Border Negotiations" in HBS chasms" you may have Raveendran Course Reader encountered either within your Green (a serial GEM project team or between entrepreneur and team members and various another GEM stakeholders on your projects. Entrepreneur in Residence) will 29 be our guest 30 Fri 7-May Product Branding - when, why, how? No case. There will be a Dolan, Robert (1999) "Note on None. Work on your projects. Y Betsy Sperry, Development Quantifying and measuring the impact lecture/discusion on Tonik - the Integrated Marketing GEM and Brand of branding new insurance product family Communications" HBS Online #9- Entrepreneur in Building for the next generation from 599-087 Residence, Blue Cross Blue Shield. Advertising Agency Leader, founder of 31 OneDegree 32 Mon 10-May Strategic How to envision your future. How to STP electronic copies due not Crossing the Chasm, Facebook Due not later than 5 PM! Submit your STP in PDF format as Thinking Paper find your calling. How to change your later than 5 PM Era, and Four Steps to the “STP_LastName_FirstName.pdf”. Use the Dropbox on coursework world. How to market yourself to (and Epiphany , Entire book, plus one to submit your STPs. Refer to STP guide for details. DO NOT email cultivate trustworthy relationships with) other book you select from list in your papers!! your stakehloders and channel partners "Guidelines for the STP" on GEM 33 in the next year. Website. 34 c3f47525-e910-4cf4-b476-f8ff9429d027.xls Page 3 of 6 5/10/2011 C:\Docstoc\Working\pdf\c3f47525-e910-4cf4-b476-f8ff9429d027.xls A B D E F G H I J 1 Global Entrepreneurial Marketing (GEM) Course Calendar 2 Class Marketing Guest Discussion 3 Day Date Subject Marketing Skills Learned Case to Read or Lecture Topic Reading Student Deliverable Confirmed? Leader(s) Wed 12-May Social How to develop a business model for a Astia 2010: Changing the Visit the Astia Website and think Teams in world 6 open Y Tom Kosnik and Entrepreneurship; social enterprise; How to raise funds to Business Model (Note: the case about innovative ways that they Katie Nittler, Creating an grow the venture; How social is in final editing and will be could raise funds to support their Chief Operating ecosystem of enterprises create value for various distributed as soon as it is mission and expand from Silicon Office for Astia volunteers to stakeholders finished.) Valley to other locations. create and http://astia.org/ deliver value 35 36 c3f47525-e910-4cf4-b476-f8ff9429d027.xls Page 4 of 6 5/10/2011 C:\Docstoc\Working\pdf\c3f47525-e910-4cf4-b476-f8ff9429d027.xls A B D E F G H I J 1 Global Entrepreneurial Marketing (GEM) Course Calendar 2 Class Marketing Guest Discussion 3 Day Date Subject Marketing Skills Learned Case to Read or Lecture Topic Reading Student Deliverable Confirmed? Leader(s) Fri 14-May Social Media Statement of need: Stanford "Real Time Case: Customer: Read Facebook Era , CH 5, Social Assignment: Come to class NA Lynda Kate Marketing Engineering has recognized that its own Stanford Engineering. Network Marketing, and CH 7 prepared to contribute your ideas Smith, Serial marketing efforts could benefit from Target Market: University- Social Recruiting. How might you relative to how Stanford Chief Marketing today's community-based tools, Based Engineering Education, use these ideas and others to Engineering should ue next Officer, including especially when one considers the Target attract the best students from the generation marketing vehicles to Genesys, Nuance target audience it is trying to reach. To Audience: Prospecive students, community Stanford Engineering accomplish its objectives. In Communications, jump start this marketing planning, the including undergraduate, Masters, serves which includes current addition ot the readings, to and Genpact GEM team is beaing asked to get Ph.D. and Professional Education students, potential applicants, and prepare, cruise the web to see creative and think about how they wold alumni. Other stakeholders in the what companies are doing in this market Stanford Engineering via next Marketing Objectives: Leverage Stanford Engineering community domain. Think about the generation marketing (including Social Social Media Marketing vehicles include companies who recruit community sites with which you Media) to: 1) Attract and Inflience alumni, sources of research are familiar. Explore new Prospective students; 2) Position funding, individual and corporate consumer generated media such Stanford Engineering based on its donors, and faculty at competing as social network sites. Mission: "To seek solutions to engineering schools, parents of podcasts, and blogs. In short, important global problems and to students, sources of scholarships, think about what might have educate leaders who will turn and other stakeholders. attracted you as a potential great ideas into real changes that student, and how you would will make the world a better have liked ot learn more about place." 3) Garner key insights Stanford Engineering as a place about the community Stanford to take a course and perhaps to Engineering aspires to serve. earn a degree. Deliverable: You will be asked to share your ideas as part of the interaction in this session. It is likely that some members of the Stanford Engineering External Relations Team will join us to haer your ideas. 37 38 Wed 19-May Outbound Demand Creation - Defining objectives HubSpot: Inbound Marketing Dolan, Robert (1999) "Note on Teams in World 7 Open NA Lynda Smith, Marketing & measurement, leveraging inside and Web 2.0 Integrated Marketing Stanford sales, picking lead vehicles (old & new HBS Online #9-509-409. Communications" HBS Online #9- Lecturer, Serial world) 599-087; Facebook Era , Ch. 5, 8- Chief Marketing 10 Officer, including Genesys, Nuance 39 Communications, 40 and Genpact Fri 21-May Customer Statement of need: Customers are a Special Assignment on Facebook Era, Ch 5, Social Come to class prepared to NA Lynda Smith, Marketing powerful marketing tool for any leveraging customers in your Network Marketing; Ch. 6, Social share: 1) a 30 second "elevator Stanford (working with company. Thinking about your current GEM project. Innovation. pitch" of your project; 2) Who the Lecturer, Serial customers) GEM project, customers certainly have customers or prospective Chief Marketing a role to pla. How are you going to customers are for your company; Officer, including harness them for the good of the 3) The role(s) they play at the Genesys, Nuance company? current stage in your company's Communications, Marketing Objectives: Leveraging development; e.g. product and Genpact Customers to: 1) Help define the development, pricing, being part product and/or go-to-market strategy; 2) of word of mouth campaign; 4) Help promote/create demand for the Your ideas for HOW you will product; 3) Help reinforce selling harness customers for the good opportunities aka customer references. of the company. You will be 41 asked to share your ideas as 42 c3f47525-e910-4cf4-b476-f8ff9429d027.xls Page 5 of 6 5/10/2011 C:\Docstoc\Working\pdf\c3f47525-e910-4cf4-b476-f8ff9429d027.xls A B D E F G H I J 1 Global Entrepreneurial Marketing (GEM) Course Calendar 2 Class Marketing Guest Discussion 3 Day Date Subject Marketing Skills Learned Case to Read or Lecture Topic Reading Student Deliverable Confirmed? Leader(s) Wed 26-May Partners and Attracting Investors and "Channel Illuminate Ventures: Building a Four Steps to Epiphany CH 4 and Teams in World 8 Open Y Tom Kosnik and Distribution: Partners" for a first time VC Fund Fund: Investments in High-Tech 5; Padnos, Cindy (2010), High Cindy Padnos, Marketing a new Entrepreneurs Performance Entrepreneurs, founder of fund to investors Women in High Tech; Available at Illuminate & to this URL: Ventures entrepreneurs http://www.illuminate.com/whitepape 43 you hope to fund r/ 44 Fri 28-May Partners and Selecting Channel Partners; Managing S-Guaro Spirits STVP case 2004- Four Steps to Epiphany CH 4 and Teams in World 9 Open NA Tom Kosnik Distribution: relationships with large channel 004 Crossng the Chasm CH 7 Designing and partners as a start-up; Anticipating and Managing Managing Channel Conflict Distribution 45 Channels 46 Wed 2-Jun Course Summary Review of what we have learned All GEM Learning Teams Crossing the Chasm - entire Each team prepares and All SCPD Lessons Learned; Teaching book, Four Steps to the presents a TWO MINUTE students should team Finale Epiphany , Entire Book; opening of lessons learned. Be attend class in Faceboook Era , entire book. CREATIVE! Humor is person if encouraged. possible. Friends and family welcome. 47 48 Fri 4-Jun Final Projects Application of GEM tools to a real world Final projects DUE Not later Use selected tools that are relevant Submit an electronic copy of NA Your GEM completion project. than 5 pm. Final presentation to your project from any of required your final case or project write up teaching team deadline must be made not later than texts: Crossing the Chasm - entire to email@example.com. If member grading Friday, June 4. Grades from book, Four Steps to the possible, submit Word, Excel, your project, plus project sponsors and GEM Epiphany , Entire Book; and Powerpoint Documents. If whoever will teaching team must be Faceboook Era , entire book, as that is not possible, submit PDF grade the project submitted not later than well as another book that you have Files. from your project Monday, June 7, 7 PM. read for your STP. Also use articles sponsor from the course, Insights from Video CLips form ecorner.stanford.edu and any relevant sources you have found from your other courses or research/readings you did for your 49 project. Make sure to footnote your 50 sources and include a bibliography! c3f47525-e910-4cf4-b476-f8ff9429d027.xls Page 6 of 6 5/10/2011