.
|
. |
Marketing Information Products & Services |
|
|
|
 |
A short video clip (500 MB) of Prof. Richardson giving a few tips about laying out your project and some of the things he looks for in marking these types of assignments |
Project:
Summary
Develop a Marketing Plan
for a new IT product, or IT service, incorporating the information and
understandings you have acquired in CCT 322
Tasks
1. Select a firm involved
in information products or services
- your criteria for selecting
a firm would be based on finding a company that would allow you to discover,
and apply information related to many different topics in the course
- discuss your orientation
(Product, Sales or Marketing)
2. Identify some problems
/ challenges / opportunities that need to be dealt with
- if there are no problems,
you have no need of management or any solutions
- you can create these problems
hypothetically, or interview someone in the company to learn about real
problems
- typically a SWOT analysis
helps
3. Recommend how to deal
with those problems in the context of developing a marketing program
- use data from current
media and corporate sources to support your conclusions / questions
(this is where it will be useful to read newspapers on a regular basis)
- discuss target market
segmentation
- discuss the influence
of the applicable environments
- a very important part
of the project and something that would take several pages
(competitive, economic,
political, technological, sociocultural, geographic)
- discuss Product, Price,
Promotion, Place
o Product
* development
of the product
* changes
to the FABs
* branding
considerations
o Price
* selection
of pricing objectives
* consideration
of competitor pricing
o Promotion
* developmentof
the Promotional Mix
o Place / Location
* domain
name considerations
* distribution
(online and offline considerations)
4. Towards the end of the
course you will learn about
o Search Engine Optimization
o "Things to be Convincing"
and
o Benefits and Limitations
of e-business
- make sure you work into
your project consideration of these three important parts of the cours
5. Apply the 3Ms - Money,
Management and Materials
- discuss, briefly, what
activities need to be funded, rough approximation of how much
- management - who will
do what (if you don't know, make up some job titles and give them tasks
related to what needs to be done)
- materials, are there any
special tools, technology and equipment necessary to carry out this plan
(Section 5 is brief - just
a short paragraph for each point - the big emphasis is in Section 2 and
Section 3)
So once you have a "Marketing
Strategy" developed, you can the create a "Marketing Plan"
if you add in the time related
details as to what is done when
And a "Marketing Program"
for a medium or large sized firm is simply several Marketing Plans for
example if you are Ford,
you'd have a Marketing Plan
for trucks, a Marketing Plan for small passenger cars, a Marketing Plan
for large industrial vehicles, etc.
Below is an example of how
SONY divides up one of their divisions into different Marketing Plans
from http://www.sony.com/SCA/outline/electronics.shtml
.
.
|
|
CONTACT I MAIN PAGE I NEWS GALLERY I E-BIZ SHORTCUTS I INT'L BIZ SHORTCUTS I MKTG&BUSINESS SHORTCUTS I TEACHING SCHEDULE |
| . | |
MISTAKES
I TEXTS
USED I
IMAGES
I RANK
I DISCLAIMER
I STUDENT
CONTRIBUTORS I FORMER
STUDENTS I PUBLICATIONS
I  |
|
| . |