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MWF Classes

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by ellen duggan on 19 June 2013

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Transcript of MWF Classes

Dr. Ellen Duggan
Spring 2013 !
Principles of Marketing
HRM
Attendance process

Come to the front
1. Sign your name on the sheet
2. Take a pretty photo of yourself

1 - at - a - time please!
Introductions!
www.ellenduggan.com
CIS
BAD
MGA
MHC
MGM
MGB
GNS
MCS
MGL
LIB
FAM
MFM
LBJ
Text / Call
508 801 8681
Introduce your major!
Group by your major and decide how you want to introduce.
Then decide on a 2 reasons why most of you choose it!
http://www.shrm.org/Pages/default.aspx
Syllabus
http://pinterest.com/ellenmduggan/social-media/
Where does HRM fit in the organization?
Is HR important? Why?
Organization Fit?
Associations?
Final Project
Next class - read Ch 1 & BB Review
Friday - Read Ch 1
Review syllabus
Marketing Plan
What's New in Marketing?
BB Review
Clean email
MARKETING
Human Resources Management :
means the policies, practices, and systems that influence employees’ behavior, attitudes, and performance.
Managing HRM Ch 1 - Jan. 18

Homework:
•Read Chapters 1 and 2
•Discussion: Go to The HR Blogger Network (Find in Course Menu: HR links & tools). Select a blog and read at least 4 of the entries.

Post the title of the blog and its link
What is the purpose of the blog?
What did you find most interesting as it relates to HR?
Comment on a peer's posting after reviewing their link. What did you find differed from your choice?
This is due Tuesday, January 22. We will discuss in class.
Homework:

•Skim Ch 1 for an overall understanding of Marketing - it will help!
•Read Chapter 4 on the culture, laws and social responsibility. Quiz next week
•Read Monopoly Case and come to class ready to discuss!
Marketing
ACTIVITY
Hiring for a HR assistant?

Light research on
FB
TW
Instagram
Pinterest
ACTIVITY
Fisher College
In groups of 3, select a company & search the following:
FB, Twitter, Instragram, Pinterest, & website.
What are the Product(s) Promotion, Price, Place?
What's the brand?
Create an APP for FC and give it a name.

What would their target market - students want to have in an app?
Jan 23 & 25
Bloggers!
http://people-equation.com
•http://hrfishbowl.com/
http://sbrownehr.com
Blog
List
Multiple
Bloggers
http://www.fastfoodhr.com
http://blog.aleadingsolution.com/
Real life:
Grief
Human Resource Management is more than pencil-pushing and payroll—it can make or break the success of a company! Consider the opening vignette in Chapter One, which highlights the challenge that Rob Cecere faced. Cecere, as regional manager for Domino’s Pizza in New Jersey, faced a massive turnover problem. Store managers were exiting the company at the rate of 300 percent! That means that each position was having to be filled and re-filled three times every year. As such, Cecere made it his objective to build a stable management team. He did so, by emphasizing hiring, coaching, and opportunities for promotion. Cecere acquired the support of his senior management at Domino’s who were concerned, and rightly so, about the turnover problem facing the company. As a result of Cecere’s efforts, and the efforts of David Brandon (the CEO of Domino’s) to focus on hiring and keeping good people, the company has begun to see a reduction in its turnover.

1.What, according to this opening vignette, are the most important factors for retention in the fast food industry?

2.Why does good management have to “start with people?”

3.Why is retention so important?
Week of Jan 28
TRENDS IN HR
Trends in the labor force composition and how they affect human resource management.
Summarize areas in which human resource management can support the goal of creating a high-performance work system.
Employee empowerment and explain its role in the modern organization.
Summarize ways in which human resource management can support organizations expanding internationally.
Discuss how the need for flexibility affects human resource management.
CH 2
TECH
AGING
DIVERSITY
SKILLS
New Technologies Influencing HRM
Organizations that have the best possible fit between their:
social system
(people and how they interact); and
technical system
(equipment and processes).

Key trends high-performance work systems:
reliance on knowledge workers
the
empowerment
of employees to make decisions
the use of
teamwork
High-Performance Work Systems
HRM Practices That Support Diversity Management
Strategic Business Issues Affecting HRM
The gap between skills needed and skills available has decreased companies ability to compete.
They sometimes lack the capacity to upgrade technology, reorganize work, and empower employees.
Today, employers are looking for:
mathematical skills
verbal skills
interpersonal skills
computer skills
Skill Deficiencies of the Workforce
Change in the Employment Relationship
Wednesday, Jan 23
What's New in Marketing? Presentation
Ch 1 & Ch 4 discussion
Case: Monopoly - team up for Q's!
Marketing is an organizational function and collection of processes designed to plan for, create, communicate, and deliver value to customers and to build effective customer relationships in ways that benefit the organization and its stakeholders.
CH1
Value
4P's
Company Orientation
Sales, Production, Consumer, Relationship
1. Review the definition of value.

2. What is the value of MONOPOLY?

3. Does Hasbro Inc./Parker Brothers provide brand promise through the updated version of MONOPOLY?

4. What marketing concepts do players learn while enjoying a game of Monopoly?

Quantitative Questions

1. Hasbro reports that MONOPOLY generated over $500 million for Hasbro in 2008. With an average selling price of $30, how many units of the game does this revenue represent?

2. With emphasis on global expansion, Hasbro is projecting growth of MONOPOLY sales at 5% each year. In 2 years, how many units of the game will be sold?
FRIDAY Jan 25
What's New Presentation
Review Presentation Schedule
Quiz
Homework BB review
OPENING CLASS
1. Knowledge and skills needed to effectively manage human resources
2. Human resource planning functions and strategies
3. Outline steps for conducting a needs assessment
4. Write detailed job descriptions
5. Describe the employee recruitment and selection process, explain the importance of training and development of employees
6. Develop a teaching plan for training
7. Monitor staffing and productivity levels
8. Apply performance evaluation standards
9. Explain absenteeism and turnover and the implications, identify retention strategies
10. Identify and describe the major laws affecting equal employment opportunity ensure compliance
11. Explain workplace health, safety and security and the laws and practices associated with these issues
12. Explain the pay systems, benefits, factors affecting worker compensation, analyze how labor/management relations affect the workplace
13. Describe the strategic importance of human resource management to the organization, and evaluate workplace trends including diversity and global perspectives.
Case Discussion on Radio Flyer
Quiz
Review HR Perspective Presentation Schedule
Next week's BB
Is this ad demonstrating
a product, a service or an idea?
What is the value?
What target market is Aveeno attempting to reach?



What is the message to Aveeno’s target market?
Use Adjectives
What is the target market based on this ad?


Which of the 4 P’s, Marketing Mix are applied here for Purex?
What is their product? Is it only the movie?
How do they use promotion? In the theater and beyond the theater?
What is their pricing strategy?
What is their distribution strategy?
Marketing Mix for Movie Theaters
Marketing Quiz
RADIO FLYER
How could a human resource manager help Radio Flyer get the maximum benefit from the motivational efforts described in this case?

Do you think outsourcing would be harder on employees in a small company such as Radio Flyer than in a large corporation? Why or why not? How could HRM help to smooth the transition?

What additional Developments described in this chapter could help Radio Flyer live out the high value it places on learning and innovation?
http://www.radioflyercareers.com/career/culture.asp
Organizations that have the best possible fit between their:
social system
(people and how they interact); and
technical system
(equipment and processes).

Key trends high-performance work systems:
reliance on knowledge workers
the
empowerment
of employees to make decisions
the use of
teamwork
LAWS
REGULATIONS
SOCIAL RESPONSIBILITY
Consumer Product
Federal Trade Commission
Sherman Anti Trust
Food & Drug Act
Child Protection Act
Consumer Credit Protection Act
Children's TV Act
National Do Not Call Registry
Fair Packaging & Labeling Act
The Wheeler Amendment to FTC
http://www.benjerry.com/activism;jsessionid=0965C3A2498B458279F751CB399CF845.bnj1_worker
1. Define Human Resources Management :
2. What does HR do to influence company performance: List 3 of 8
Change in the Employment Relationship
Identify 2 of 3. For extra credit – identify 4
New Technologies Influencing HRM
Identify 2 of the 4
Organizations that have the best possible fit between their:
?
?
Key trends high-performance work systems: (identify 2 of the 3)

?
?
?
High-Performance Work Systems
Extra credit – Identify 2 practices HR can use to support diversity
HRM Practices That Support Diversity Management
The gap between skills needed and skills available has decreased companies ability to compete.

The company sometimes lack ?
? ? ?
Today, employers are looking for: (Name 2)
? skills
? skills
?skills
? skills
Skill Deficiencies of the Workforce
HR Perspective
Quiz return
Debate: Working Through your Medical Crisis
Ch. 3 Discussion
DEBATE
three
branches of government
regulate human resource management.
major
federal laws
requiring equal employment opportunity.

federal agencies that enforce equal employment
opportunity
ways employers can
avoid illegal discrimination
and provide reasonable accommodation.
Define
sexual harassment
and tell how employers can eliminate or minimize it.
Describe the role of the Occupational Safety and Health Administration (
OSHA
).
Three branches of U.S. government play a role in the legal environment of HRM.
The executive branch _________; the legislative branch ________; and the judicial branch _________.
a. makes laws; issues directives; interprets laws
b. issues directives; makes laws; interprets laws
c. interprets laws; makes laws; issues directives
Employer's Guide to state laws & regs
http://www.mass.gov/portal/business/employer-workplace-info/employer-guide-mass-laws/
Equal employment opportunity – the condition in which all individuals have an equal chance for employment, regardless of their race, color, religion, sex, age, disability, or national origin.
Regulation of Human Resource Management

Types of Charges Filed with the EEOC
Maximum Punitive Damages Allowed Under the Civil Rights Act of 1991
Disabilities Associated with Complaints Filed under ADA
Age Discrimination Complaints, 1994 - 2009
Which of the following is covered under Title VII of the Civil Rights Act?
A group of Hispanic applicants claim that they were discriminated against during the hiring process.
A gay man charges that he was discriminated against as reflected in his performance evaluation.
A group of women claim they were denied training opportunities that their male counterparts received
A group of older workers claim they were laid-off disproportionately in comparison to younger workers.
Both A & C
Test Your Knowledge
Major EEO Laws and Regulations
Legislative
Branch
Executive
Branch
Judicial
Branch
Has enacted
a number
of laws
governing
HR activities.
Responsible for enforcing the laws.
Includes the regulatory agencies that the president oversees.
Interprets the law.
The Supreme Court is the court of final appeal.
Its decisions are binding.
Test Your Knowledge!
MONDAY
WEDNESDAY
FRIDAY
Walmart Case
Sexual Harassment
http://highered.mcgraw-hill.com/sites/0073530468/information_center_view0/
Week of Jan. 28
What's New Presentation
Quiz return
Review of laws
Marketing Environment, Part 1
Social Responsibility - Wed.
The Macroenvironment

6 groups each group will be given:
- a multinational company
- a sub-environment: economic, social and cultural, competitive, legal, political, and technological.

Answer: HOW DOES YOUR SUB-ENVIRONMENT IMPACT YOUR COMPANY?

1. Cisco Systems
2. Citibank
3. Honda
4. Caterpillar
5. Exxon Mobil
6. Federal Express
Social Responsibility is concern for how a person’s (or company’s) actions might affect the interest of others.
IMC: Integrated Marketing Communication
Joneses
Questions:
1. What type of marketing was being presented in the film?
ALL
2. What were the target market(s)?
(3)
3. Develop a SWOT for the company.
(3)
4. What were two strategic problems that could be developed into opportunities?
(3)
5. Ethically, were there any concerns regarding the way the company marketed their products? If so, what are the concerns and what would you recommend as a correction?
ALL

Homework Feedback
Discussion Boards for CDM Process
Susana and Saleh

Peer Review Process


Marketing Plan
teamwork
complete work
researched
resubmit
NEXT
Marketing Plan Section:
COMPANY/ TEAM

FORD
ALEX, MIKE

STARBUCKS
RAFIK, JERRY

MERCEDES
MOHAMMAD, SUSANA

AMAZON
MACKENSON, HARRY

NETFLIX
CLARISSA, BIANCA

LOREAL
BRITTANI, RYANNE

SAMSUNG
SALEH, RASHID

LIBERTY MUTUAL
TONETTA, SHAI, CHERYL
Coordination of promotion and other marketing efforts to ensure maximum informational and persuasive impact on customers
Due date Marketing Plan Section
Submit BB
Bring a copy
to class

May 21 Environmental Analysis
May 28 SWOT
June 4 Marketing Objectives
June 11 Marketing Strategies
June 18 Implementation
June 25 Evaluation & Control (optional with extra credit given)
FINAL PRESENTATIONS
The remaining sections of the plan are by your design. Based on the research you have completed you will develop the rest of the plan.

USE YOUR PRIOR WORK!!

Marketing Objectives – are clear, simple and measurable. They state what is to be accomplished through marketing activities, such as product introduction, product improvement, innovation, sales volume, profitability, market share, pricing, distribution, advertising, and employee training activities.

•Justify why you will be suggesting the marketing objectives you will be sharing in this section.
•State (2) marketing objective that is derived from your SWOT that the company has not addressed or going to address. Approval of the instructor is needed.
•State how achieving the objective will be beneficial to the business
BIANCA
RAFIK
MOHAMMED
IMC EXAMPLES:

Coke Open Happiness example (click on title)
The presentation research and content should cover the following:
•Company name
•Brand/Product name and where it is in the Product Life Cycle
•Target Market – Demographics, Psychographics, Behaviors
•What is the single Message they are communicating to their target market?
•Identify the Communication Mix – advertising, Public Relations, Sales Promotion, Personal Selling and how they are integrated.

What are the media types: Broadcast, Print, Outdoor, Digital Media (websites, emails, web ads, SEO, social media, mobile marketing, apps).
Company website is the core to the IMC campaigns and often the goal is to drive consumers to a particular interactive webpage- include the company website in your presentation.
Your selection of an IMC campaign should have no less than 5 elements
dfgkja'erlgjljk
iPhone Case
What's New in Marketing - Rashid
Marketing Plan
Peer Review of Strategies
Self review of full plan
Review Implementation, Budget and Measure

Promotion Activity in groups
Reminders
References & Citations
Use photos, Charts, grids - Share, Competitors
Target Market - AGE +++ , Multiple

Implementation
Budget
Evaluation
Controls
External
Internal
Environment Analysis
SWOT
Marketing
Objectives
Marketing
Strategies
Marketing Strategy #1
Restate your objective
Activities (List in a grid what activities are required to achieve the strategy)
Budget (research the cost for your marketing mix and list each cost totaling all) Determine break even
Measure How will you measure success, which should at least reach the break even point?

Marketing Strategy #2
Restate your objective
Activities (List in a grid what activities are required to achieve the strategy)
Budget (research the cost for your marketing mix and list each cost totaling all) Determine break even
Measure How will you measure success, which should at least reach the break even point?
Marketing Strategies (each objective should have a marketing strategy) You are creating these strategies from your Marketing Objectives


Objective #1 List your first objective from Marketing Objective Section.

Target Market
- identify the target market you will be focusing on for your marketing objective
Marketing Mix
–a a a Share your marketing plan for this objective and how you will achieve it with the identified target market using the 4P’s. GIVE THE DETAILS! This is the section of the plan that showcases what you have learned and allows you to be creative! Budget should be included in detail as well as the break-even point for those marketing expenses.

Product
Price
Place/Distribution
Promotion

EXAMPLES:
X Business will target tech savvy consumers with a mix of online and offline advertising to highlight the widget and its capabilities. Initial sales estimates from these marketing avenues are estimated around 100,000 units
Our teddy bear marketing efforts over the first year will be focused on a local level through various promotions. We intend to introduce X number of people to our brand during this time and encourage their continued interest through ad campaigns and local events.

Marketing Objectives
– are clear, simple and measurable. They state what is to be accomplished through marketing activities, such as product introduction, product improvement, innovation, sales volume, profitability, market share, pricing, distribution, advertising, and employee training activities. They should focus on the 4 P's ,

Justify why you will be suggesting the marketing objectives you will be sharing in this section. Use research data points to support your position.
State (2) marketing objective that is derived from your SWOT that the company has not addressed or going to address. Use research data points to support your position.
State how achieving the objective will be beneficial to the business. Use research data points to support your position.
Do your Objectives align with the mission and business goals of your organization? They should.
SWOT requires 3 or 4 points per section. Ensure they are strategic and are internal and external where applicable. If you did good research in your Environmental Analysis you should be able to extract the points from there, especially in the analysis summaries.
You will developing the rest of your plan on your SWOT!


SWOT
Strengths
– Core Competencies, competitive advantage (internal)
Weaknesses
– Limitations of the company (internal)

Opportunities
– Favorable conditions in the marketing environment that exist and can be exploited (external)
Threats
– Barriers that prevent the company from reaching its objectives (external)
Environmental Analysis
External Marketing Environmental Analysis – assessment of the marketing environmental factors and each should have their own section.
Economic
Technological
Legal & regulatory
Political
Socio-cultural
Competitive
Analysis Summary - what are the key points that influence, or will influence the company’s marketing strategy?
(O and T in the SWOT)

Internal Environmental Analysis
– information about the company’s current situation
Company's Current Situation (Company name, type of company, ownership (public or private), type of industry, mission statement, market share, financial status, and other important information or data)

Current Marketing Analysis
Objectives
– what are the objectives of their current marketing plan
Target Markets
– what are the company’s target markets by segment
Marketing Mix
Product - Identify their product categories
Price – Identify their pricing strategies
Promotion – Identify the messages sent to each market segment and the promotional tools
Place (Distribution) – Identify the distribution strategies. Does it vary by each segment?
Analysis Summary
– Where does the company fall on the BCG Growth Share Matrix? Explain why that is so. After examining the history of the company, their performance, their marketing – How are they performing? Are they meeting their marketing objectives across their marketing mix? What key points that may influence their marketing strategy? (S and W in the SWOT)
JUNE 18
What's New in Marketing
Under Armour
Marketing Plan Review
MM & SM - measures
Next Week - Presentations & Final Copies

1.What are the
reasons for the success
of Under Armour since its founding by Kevin Plank? What do you view the
most important factors that have contributed to the growth
of the company?

2.What are the
key components of Under Armour’s integrated marketing communications
program? Discuss the
role IMC
has played in helping build the Under Armour brand.

3.
Evaluate Under Armour’s decision to enter the mainstream athletic shoe market
and compete in product/market segments such as cross training, running and basketball shoes?

4.
Evaluate the strategy
used by Under Armour to enter the basketball shoe market and compete against Nike as well as Adidas and Reebok. Discuss the
pros and cons
of the company’s
decision to use Brandon Jennings
as their primary endorser for its new basketball shoe line.

5.Do you think Under Armour will be successful in entering the basketball shoe market? Why or why not?
See the full transcript