Project Archive: A Marketing Handbook

OER Project Directory Marketing Handbook
1

This is a snapshot of project information archived on 2 September 2022. Please contact the project team for most recent updates.

A Marketing Handbook

Subject: Marketing

Book Language: English

Audience: Higher Education: Undergrad and Grad

Book Cover: https://pressbooks.cuny.edu/app/uploads/sites/21/2022/06/Josh-1.jpg

Video: https://www.youtube.com/watch?v=x4RlXN53NUs&ab_channel=JoshMoritz

Created date: June 15, 2021

Updated date: July 1, 2022

Target Release Date: 2022-03-01

License:

  • Attribution
  • Non-Commercial
  • Share Alike

Needs:

  • Proofreaders
  • Lead Authors
  • Contributors

Description:

The textbook would seamlessly incorporate marketing theory, case studies, marketing frameworks and recommended simulations that can be applied to internships and jobs. The primary function of marketing textbooks today is to teach marketing theory but they do not incorporate common applied marketing frameworks that can be used on the job like the 4P, Perceptual Maps, Porters Five Forces, Mission Statements, SWOTS, Strategic Selection Outlines, Marketing Briefs. The intent of this text book would be to teach theory and combine it with applied practices to create marketers who can make immediate contribution within their workplace

Specifically the book will cover the following (subject to refinement):

What is a marketing plan?

Purpose

Objective

Marketing defined

Marketing Plan defined

What is a business marketing model,

The consumer vs. business marketing model

Marketing Plan Content

Outline of a marketing plan as proposed by this book

Define what you want to sell or persuade people to do

Value proposition

Defining prospects needs, wants and desires

What is the problem you want to solve and why do you want to solve this problem

What makes your product unique- what is its unique selling proposition

What is the solution that the product provides, how does it work and deliver this solution?

What will you provide to the prospect, what is the brand promise and selling proposition

Define your target audience based on demographics, behavior, geography, the problem they need solved, the solution they are looking for, their needs, wants and desires by segment, why do they need your solution,

Create a Situation Analysis

Define the size of the market you are competing in terms of dollars and units to be sold, who are your competitors, what are their strengths, weaknesses, what opportunities exist, what are the threats. What are their sales, positioning, what problem do they solve, what is their brand promise, where do they compete, and who are their target audiences, Provide rationales, support with numbers and research

Create a simple P&L and cash flow projection to determine how much dollars you need to succeed

Define your marketing message through the use of a Strategic Strategy Outline and Mission Statement

Define Product, Place, Price Promotion

Write the final marketing plan using LeanCanvas

Please visit the Resources tab to view more information about the project.

Short Description:

The purpose of the textbook is to transform marketing students into applied marketing practitioners who have a deep understanding of marketing concepts. The textbook would seamlessly incorporate marketing theory, case studies, marketing frameworks and recommended simulations that can be applied to internships and jobs. The primary function of marketing textbooks today is to teach marketing theory but they do not incorporate common applied marketing frameworks that can be used on the job like the 4P, Perceptual Maps, Porters Five Forces, Mission Statements, SWOTS, Strategic Selection Outlines, Marketing Briefs. The intent of this text book would be to teach theory and combine it with applied practices to create marketers who can make immediate contribution within their workplace

Outline

What is a Marketing Plan

Outline purpose of the marketing plan, state its objective. Leveraging business models to create a marketing plan. Consumer versus Business to Business Marketing plans and how they are the same and differ. Introduction of a marketing plan template.

Marketing Plan Contents

The chapter will outline the various elements that will go into a marketing plan when using this handbook

Define What You Want To Sell or Want to Persuade People to Do

Define the problem that needs solving, what are the needs, wants and desires of your target market, why will this product solve this problem, what is the solution and why is is superior to current products, what is the brand promise, what is the unique selling proposition

Define The Target Audience

Based on demographics, behavior, geography, the problem they fact, the solution they are looking for, why do they need your solution. What research, secondary and primary helps define your target audience needs, wants and desires

Create a Situation Analysis

What is the size of the market you intent to compete in terms of dollars and units. Who are your competitors, analyze competitors in terms of their strengths, weaknesses, dollar and unit sales, their brand message, brand promise, where they compete, their products attributes, how much and how they spend marketing dollars, where, distribution channels, sales channels, etc. How will your product fit into that market place. How will you measure success, how will you compete: what are the key performance indicators that demonstrate your potential success; be very specific about the indicators, how you quantify success and your products specific goals in terms of sales, consumer attitudes. Use these frameworks: Maslow’s Hierarchy of Needs, SWOT, Porters Five Forces, Perceptual Maps, PESTLE Analysis.

Define the Marketing Message

Outline research you have done to support your marketing message development by target segments. Re-state the one problem the product solves and how it solves the problem. Organize your thought using a Strategic Selection Outline. Create a mission statement

Define the 4Ps

Define product, place, price and promotion. Answer these questions

What is the product, be specific

Where will you sell the product geographically, in what sales channels (retail, e-commerce, rallies, through a sales force, third parities, through a combination of channels)

What is the price of the product by segment

How will the product be promoted in broad strokes, this is not a media plan but an outlines of advertising (online and offline), public relations, special offers/pricing

Create a LeanCanvas

Using a LeanCanvas to create a summarized, targeted final marketing plan based on the analysis you have done that is supported by well reasoned rationale utilizing sales projects and research

Resources

Participants

About the June '21 Cohort
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​should I update this? I am very behind.

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You’re welcome to post an update about your project - either as a reply to this thread or by starting a new one! No worries about being behind the originally anticipated timeline; we know these projects take time.

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