Kingmaker Raska

#480 Jedis The Force Awakens Fall 2016

KingmakerBlake Daniels

Damon Robbins

James Schmidt


The Crown Dr. Raska’s class is the best way to obtain professional

marketing experience while attaining a business degree.

I would of never won this without Dr. Raska


Take-Away: Dr. Raska is able to provide students with a real-life work experience, connecting students with a strong network of marketing teammates both inside and outside of the NKU community while also attaining a Bachelor’s Degree in Marketing from NKU.

Stake Your Claim


King without a Crown

Take-away: Working with clients and being taught in an engaging classroom, potential customers will feel more comfortable about the future and will have tangible marketing experience to guide them. Using teamwork, customers will be able to connect with former students and employers easily while obtaining a marketing degree.


Recommendation: Position yourself in the eyes of students as a kingmaker. To be the kingmaker you must balance work-school life with students striving to obtain a marketing degree. By using teamwork, you will create a learning atmosphere that connects all students, past and present, together in a real-life work environment to become kings of marketing

How do you Crown Marketing Kings?

Connects marketing students past and present with a strong network of

professional contacts both on and off SM

Required to earn a Bachelor’s Degree in Marketing

All other NKU Clubs


Placing Kings on Thrones

Recommendation: Hold both a recruiting pitch that brings in past bluezzoon kings and a quick meeting in lower level College of Business classes to showcase the success of past Bluezzoon kings and how you could place them on the throne (enroll in class).

1. Attain the Perfect Job2. Study Abroad3. Find Your Passion4. Create Relationships5. Get Your Degree

King’s Opportunities:

I’m here today to talk about Dr. Raska’s Class

Appendix 1) Table of contents

12) SWOT Analysis Summary - Internal Analysis

23) Competitive Analysis - Strengths

34) Competitive Analysis - Weakness

45) SWOT Analysis Summary - External Analysis

56) SWOT Analysis Summary

67) Ideal Target Customer

78) Target Marketing Summary

89) Perceptual Map

910) Summary of Marketing Mix

10

Strengths Weakness

Company: A) Personable and easy access to professors. B) School on the rise that has a need to produce quality graduates. C) Closer relationships between students.Brand: A) Has a history of numerous customers’ success stories. B) Brand is associated with accomplishment C) Brand has connections that reach beyond NKU and into nearby firmsProduct: A) Pushes students to find their passion within the marketing field through semester’s work B) Unique class structure/course material C) Treats class like students’ first real-world jobChannels: A) In-person B) Comfortable atmosphere C) Technology in class is up to date Promotion: A) Uses the most popular SM avenues (Instagram, Facebook, Linkedin, etc.) B) Has good word of mouth promotion C) Great engagement with customers on SMPrice: A) Social media is essentially free B) No excess cost associated with tuition C) One stop shop; no book or technology purchase required.

Company: A) Weak community engagement B) Small exposure in the area. C) Increase in tuition every yearBrand: A) not a good connection to NKU brand B) No synergy with other majors C) One man workforce.Product: A) High expectations that may not be met B) not offered to underclassmen C) Heavy, sometimes discouraging workloadChannels: A) can only sit a finite amount of students in a classroom B) does not extend outside of northern kentucky. C) Not an exciting classroom (bland) Promotion: A) Does not change to new SM avenues (Snapchat) B) Not every student is on SM. C) Website is not user friendly. Price: A) Bluezzoon doesn’t make a profit. B) After printing all class workbooks, students will have $0 print balance left for other classes C) will need a pen and paper to take notes.

Bottom line: Dr. Raska and Bluezzoon provide students with the opportunity to work and grow as marketers in a small, comfortable classroom that both provides real-life work experience and helps students achieve their dreams like LeBron James while developing a strong network of professional teammates outside and inside of the NKU community.

Bottom line: Dr. Raska expects his students to be like LeBron and endure a heavy workload with high expectations, which seem to scare off (or not reach at all) potential customers and students.

2) SWOT Analysis Summary - Internal Analysis

Bluezzoon NKU Sports BusinessNKU Center for Economic

Education MRRP NKU IncubatorMajor

Finding

Company: A) Personable and easy access to professors. B) School on the rise that has a need to produce quality graduates. C) Closer relationships between students.Brand: A) Has a history of numerous customers’ success stories. B) Brand is associated with accomplishment C) Brand has teammates that reach beyond NKU and into nearby firmsProduct: A) Pushes students to find their passion within the marketing field through semester’s work B) Unique class structure/course material C) Treats class like students’ first real-world jobPromotion: A) Uses the most popular SM avenues (Instagram, Facebook, Linkedin, etc.) B) Has good word of mouth promotion C) Great engagement with customers on SMPrice: A) Social media is essentially free B) No excess cost associated with tuition C) One stop shop; no book or technology purchase required.Channels: A) In-person B) Comfortable atmosphere C) Technology in class is up to date

Company: A) Personable and easy access to professors. B) School on the rise that has a need to produce quality graduates. C) Closer relationships between studentsBrand(s): A) Represents solely NKU and Students B) Easily connected to Sports Business Majors C) High engagement with other majorsProduct(s): A) On campus meetings B) Partners with local major sport teams C) Offered to whole CoBPromotion: A) On all 3 social media (Twitter, Instagram, Facebook) B) high SM involvement C) Has fun eventsPrice: A) Free B) Free to attend games C) Social Media is freeChannels: A) On Campus meetings B) convenient location to prospective employersC) Division 1 athletics school provides career opportunities.

Company: A) Personable and easy access to professors. B) School on the rise that has a need to produce quality graduates. C) Closer relationships between studentsBrand(s): A) Have a recognizable acronym B) facilitates career teammates useful for econ majors. C) Promotes relationships between existing and past econ majorsProduct(s): A) On campus meetings B) Located at a school that is near a large city C) enhances college experience for econ majorsPrice: A) Free B) Cost embedded in tuition C) No Textbook Promotion: A) relatively large amount of followers on twitter B) On all 3 major social media site ( Twitter, Facebook, and Instagram) C) Link with multiple economic organization Channels: A) On campus B) Close proximity to employersC) In-person learning and meeting

Company: A) Personable and easy access to professors. B) School on the rise that has a need to produce quality graduates. C) Closer relationships between studentsBrand(s): A) has corporate sponsors B) Easily recognizable name and logo C) Conducts real world projects to prepare researchers for jobsProduct(s): A) Has on campus lectures with professionals in the area B) produces lasting teammates with local employers, with some being alumni.C) provides real world experience. Price: A) Free B) Cost embedded in tuition C) No textbookPromotion: A) Easily found on the NKU homepage B) Has a real opportunity to forge a unique sm identity C) has a grassroots promotion campaign (posters, word of mouth)Channels: A) On and off campus research B) Close to employers C) Cincinnati is marketing capital usa.

Company: A) Personable and easy access to professors. B) School on the rise that has a need to produce quality graduates. C) Closer relationships between studentsBrand(s): A) known throughout the community B) Reputable Reputation C) Easy Linkable to NKUProduct(s): A) Small Class Size (more personable) B) Exposes Entrepreneurs C) produces real world experiencePrice: A) Free B) Cost of class embedded in tuition C) No textbookPromotion: A) A lot of press from local media B) Has large number of followers on 2 biggest sm platforms C) Has good word of mouthChannels: A) On campus and offB) Close to prospective employers C) Has the most up to date tech to make product on

Major Finding: Bluezzoon provides the best avenue for marketing students to connect to teammates like LeBron because of their better SM numbers.

Dr. Raska and Bluezzoon provide students with the opportunity to work and grow as marketers in a small, comfortable classroom that both provides real-life work experience and helps students achieve their dreams like LeBron James while developing a strong network of professional teammates outside and inside of the NKU community.

NKU Sports Business is a part of the NKU college of business that focuses on Sport Business. They have a club that meets on campus and promotes on Twitter, Instagram, and FAcebook.

NKU Center of Economic Education is apart of the College of Business with a focus on economics. They have a large twitter base but low engagement on all social media.

The Market Research Partnership Program is a NKU program that has 6 corporate sponsors that help students with research.

A program offered by NKU that allows a student to showcase their entrepreneurship skills and lead a new company. The NKU Incubator receives a lot of press from the community.

3) Competitive Analysis - Strengths

Bluezzoon NKU Sports BusinessNKU Center for

Economic Education MRRP NKU Incubator Major Finding

Company: A) Weak community engagement B) Small exposure in the area. C) Increase in tuition every yearBrand: A) not a good connection to NKU brand B) No synergy with other majors C) One man workforce.Product: A) High expectations that may not be met B) not offered to underclassmen C) Heavy, sometimes discouraging workloadChannels: A) can only sit a finite amount of students in a classroom B) does not extend outside of northern kentucky. C) Not an exciting classroom (bland) Promotion: A) Does not change to new SM avenues (Snapchat) B) Not every student is on SM. C) Website is not user friendly. Price: A) Bluezzoon doesn’t make a profit. B) After printing all class workbooks, students will have $0 print balance left for other classes C) will need a pen and paper to take notes.

Company: A) Weak community engagement B) Small exposure in the area. C) Increase in tuition every year Brand(s): A) Limited reach of only sports business related majors. B) With 2 local teams, there is a lack of an alumni landing a high profile job for either of them C) doesn’t collaborate with other clubs/majors Product(s): A) Doesn’t facilitate connections to jobs outside of the Tri State area B) Is limited to COB students C) Promotion: A) Does not connect students on linkedIn B) Isn’t on the biggest SM platform, Facebook C) doesn't have a websitePrice: A) No profit B) Extra SuppliesChannel: A) Only Holds so many in the room B) Holds meetings only on campus C) Classroom’s are not exciting

Company: A) Weak community engagement B) Small exposure in the area. C) Increase in tuition every year Brand(s): A) Don’t have a recognizable logo B) Has a limited reach of only econ majors C) No collaboration with other brandsProduct(s): A) provides real world experience to only one type of major B) doesn’t produce any tangible product C) Price: A) No Profit B) Extra Supplies C) Promotion: A) Does not connect students on LinkedInB) Doesn’t have much engagement on anything but twitter C) weak word of mouth Channel: A) Only Holds so many people in the room B) Holds meetings only on campus C) Classroom’s are not exciting

Company: A) Weak community engagement B) Small exposure in the area. C) Increase in tuition every yearBrand(s): A) Low recognition throughout CoB B) Doesn’t collaborate with other brands C) Not a good connection to NKU brandProduct(s):A) Limited to only market researchers B) low value to non market researchers C) Price: A) No Profit B) Cost of research C) Extra SuppliesPromotion: A) Only one post on Facebook (2009) B) Low word of mouth C) Essentially low promotion of any kind Channel: A) Only Holds so many people in the room B) Holds meetings only on campus C) Classroom’s are not exciting

Company: A) Weak community engagement B) Small exposure in the area. C) Increase in tuition every year Brand(s): A) Doesn’t collaborate with other brands. B) Is used by only entrepreneur majors C) Product(s): A) Lack of success for companies that come from it B) No connection between past and present companies. C) Challenging for a incubatorPrice: A) No Profit B) Cost of extra supplies C) Initial investmentPromotion: A) Has no linkedin presence B) Isn’t an adopter of visual SM (Instagram) C) doesn’t have a websiteChannel: A) Only Holds so many people in the room B) Holds meetings only on campus C) Classroom’s are not exciting

Major Finding: Almost all clubs/brands lack the name recognition of someone like King James outside of their fields.

Dr. Raska expects his students to be like LeBron and endure a heavy workload with high expectations, which seem to scare off (or not reach at all) potential students.

NKU Sports biz has good relationship with current students but weak outreach to prospectives.

Weak recognition to prospective students

No one outside of market researchers have heard or are aware of MRRP.

Low success rate lead to low recognition.

4) Competitive Analysis - Weakness

Opportunities Threats

suppliers: A) Local and close distance schools are seeing an increase with enrollment to NKU B) NKU is becoming global. C) NKU attracts traditional and nontraditional students.channels: A) Have more comfortable seats to make students happy. B) Have a more inviting atmosphere. target customers: A) Marketing Majors that are entering their 3rd and 4th year in college. B) CoB students that want to broaden their skills and knowledge in marketing C) Non-CoB students.society and culture: A) More people than ever willing to go to college and get an education. B) Globalizationcompetition: A) Work with Competitors to find students that have interest in marketing B) Help facilitate easier interaction between past and present students.Economy: A) School is afforded better amenities and technology. B) Loans to take course are readily available. political and legal: A) Lobby for funding B) Help change what courses are required to take so this one is.technology: A) being able to see how many students are CoB students B) being able to see how many students are marketing majors. C) Easily able to connect and communicate with prospective or current studentsnatural environment: A) Align Client with a cause that has a “Do Good” sense for the environment B) Can be online when school is cancelled due to weather.

suppliers: A) Recently high school graduates are inclined to travel to big name schools such as UK and UofL B) People not having the money to afford to go to college. channels: A) high cost of maintaining Bluezzoon’s app and website B) Competition growing throughout CoB with new clubs target customers: A) Can’t take the upper level classes B) class doesn’t fit in schedule competition: A) can market to a younger crowd and bring their attention first B) other programs have more to offer economy: A) College tuition is slowly increasing every year B) Spend more and more time with jobs and less and less with school.political and legal: A) NKU doesn’t get the same public funding as UK and other schools. B) Legal actions being towards his class. technology: A) other clubs able to reach underclassman earlier since Bluezzoon deals with upper level classes B) Professor rating may sway possible students awaynatural environment: A) Natural Disaster B) Off Days in college

Bottom line: Bluezzoon and Dr, Raska can take a page out of the KIng’s playbook and recruit the best from, or alongside, other classes/brands.

Bottom line: As Bluezzoon continues to grow they must be aware of the outside teams, whether that be other clubs or schools, that are attracting potential target markets from high schools, and the high cost of maintaining a website.

5) SWOT Analysis Summary - External Analysis

6) SWOT Analysis Summary

StrengthDr. Raska and Bluezzoon provide students with the opportunity to work and grow as marketers in a small, comfortable classroom that both provides real-life work experience and helps students achieve their dreams like LeBron James while developing a strong network of professional teammates outside and inside of the NKU community.

WeaknessDr. Raska expects his students to be like LeBron and endure a heavy workload with high expectations, which seem to scare off (or not reach at all) potential customers and students.

OpportunitiesBluezzoon and Dr, Raska can take a page out of the KIng’s playbook and recruit the best from, or alongside, other classes/brands.

ThreatsAs Bluezzoon continues to grow they must be aware of the outside teams, whether that be other clubs or schools, that are attracting potential target markets from high schools, and the high cost of maintaining a website.

Major FindingDr. Raska’s Class is the best positioned brand to help target market consumers/ students overcome overwhelming odds of a heavy workload, with the network of teammates after graduation that no one else has, to achieve their dreams much like LeBron James.

7) Ideal Target Customer

Bottom line: Larry and Sarah are both millennial students at Northern Kentucky University. They are big in sports and enjoy watching and keeping up with LeBron James. In the free time that they have they spend it with their friends and family.

Demographics Name Larry and Sarah

Age 19-24

Gender 56% Male

Education Working on Marketing Degree

Psychographics Interest Sports, Family

Values Honesty, Family

Behavioral Brands Nike, Adidas, Under Armour

Stores Target, Kohl's, Apple

Celebrities LeBron James, Tom Hanks

8) Target Marketing Summary

Unique Attributes

1. Connections to potential jobs,

2. Real job-like experience 3. Makes resumes look good4. Is active on social media5. No book required

Bottom Line:Providing real job atmosphere that provides connections to post college employment.

Unsatisfied needs of target customer

1. Worried about employment2. Unrelated to marketing

part time job3. Family oriented4. Active 5. Undergrad Seeking a

degree

Bottom Line:Worry about achieving goals (job) and getting degree at same time.

Most important attributes of the brand

1. Connections to jobs 2. Real work-like

atmosphere

Bottom Line:Bluezzoon provides an environment that connects students with the prospects and tools to land the right job.

Larry and Sarah are undergrad students at NKU who want a good job after college and struggle finding them. The problem is finding how to achieve this goal while still having part time jobs.. Dr. Raska positions his class and brand as one that facilitates the connections by providing real job environment with connections to potential jobs,

Major Finding:

9) Perceptual Map

Bluezzoon

Connects marketing students past and present with a strong network of

professional contacts both on and off SM

Required to earn a Bachelor’s Degree in Marketing

Does not connect marketing students

specifically with a strong network of professional contacts both on and off

SM

Not required to earn a Bachelor’s Degree in

Marketing

MRPP

ECOSport Biz

INKU

10) Summary of Marketing Mix

Product Price Promotion Place

1Pushes students to find their passion within the marketing field through semester’s work

Social media is essentially free Uses the most popular SM avenues (Instagram, Facebook, Linkedin, etc.)

In-person

2Unique class structure/course material

No excess cost associated with tuition

Has good word of mouth promotion

Comfortable atmosphere

3Treats class like students’ first real-world job

One stop shop; no book or technology purchase required.

Great engagement with customers on social media

Technology in class is up to date

4High professor-student engagement

All Material is free online The most followed social media in the College of Business

Small sized rooms that are easily accessible for

5Able to access outside of classroom

Has own personal website Free internet in the class

Bottom lineGaining real-life work experience in a class that has high engagement.

Able to access all material online without an extra cost for workbooks and supplies.

Able to connect students and connections over the internet

Small, comfortable environment that is learning friendly with top technology.

Major FindingBluezzoon is a brand that gives students “real-world” marketing experience at a low cost to the student. Bluezzoon relies heavily on social media to reach students and professionals, all while being taught in a atmosphere that is student friendly, small, engaging, and access to up-to-date technology.

Kingmaker Raska

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Transcript of Kingmaker Raska