Aspy P. Palia: Marketing Strategies - MKT 391: Getting Started, University of Hawaii at Manoa

MKT 391

Marketing Strategies

Getting Started

Professor:
Office:
Office Hours:

Phone:
E-mail:
Time:

Location:

Dr. Aspy P. Palia
SCB Room C-402-e via Zoom
Section 1: T,Th 10:00 - 10:30 am & via Zoom by appointment
Section 2: T,Th 3:00 - 3:30 pm & via Zoom by appointment
956-8642 (Work); 947-5144 (Home)
aspy@hawaii.edu
Section 1: T,Th 10:30 - 11:45
Section 2: T,Th 12:00 - 1:15
Section 1: SCB Room E202
Section 2: SCB Room E202

Go to: MKT 391 Marketing Strategies Go to: Courses Taught Return to: Aspy P. Palia Home page

Team Selection
Team Formation
Team Meetings
Strategy/Plan Formulation
Introductory Videos
COMPETE Videos

Team Selection

Select team members with complementary skills (quantitative, creative, analytical, computer, advertising,...).

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Team Formation

Exchange contact information (telephone numbers, e-mail addresses,...). Identify 2 or 3 alternative time periods during the week when all members can meet. Establish a supportive group culture that focuses on finding solutions to problems (opportunities in disguise) and rewards innovation.

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Team Meetings

planning (a mutually agreed to time and place)
organization (each team member is given responsibility for a particular product/region/function/....)
an agenda (each team member is prepared to lead the discussion in her/his area of responsibility for a specified time)
preparation (each team member is prepared to make an informed presentation)
discussion (each presentation is followed by time-limited group discussion)
consensus (group discussion/debate should lead to consensus and a group decision)
action ("who" is responsible for "what" by "when"!)

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Strategy/Plan Formulation

Next, meet as a group and jointly decide on your company:

vision (where you want to be in 3 to 5 years)
mission (your purpose for being - scope of intended action, area of coverage, primary target market/s, corporate philosophy, company values)
goals (bench markets that are specific, quantitative, measurable, time-bound, challenging, realistic, consistent)
external analysis (customer analysis, competitor analysis, market analysis, and environment analysis - see Aaker text)
internal analysis (self analysis, portfolio analysis - see Aaker text)
marketing strategy (specific strengths, skills, competencies used to pursue specific opportunities & establish a SCA - see Aaker text)
marketing plan = marketing strategy + element of time (per McCarthy)
marketing organization (functional, divisional, geographic, market, committee, matrix,...)
tactical marketing plan
- target market/s
- marketing mix (product, pricing, promotion and distribution strategies)

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Introductory Videos

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COMPETE Videos

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Go to: MKT 391 Marketing Strategies

Go to: Courses Taught

Return to: Aspy P. Palia Home page

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This web page was created on December 12, 2000.
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