Marketing Jedi | Tanner Stewart, Kyle Chambers, Dan Klocke + current yea

Conclusion: Dr. Raska’s classes provide the necessary skills and environment to get students ready for their future jobs. Through client based

projects, resume building and an affordable class, David has the ability to attract new students to enroll in his spring classes. However, in order

to do this he will have to take his teaching online through a hybrid class to capture the $80,000 available.

What do future Jedi's need? Low income

undergraduate business students at NKU, who worry

about their future careers after graduation need a class

that provides an affordable, hands on marketing

experience that can help build their resumes and create a

network that leaves them better prepared for future job

opportunities.

How does Dr. Raska meet Jedi’s needs? He provides an engaging and exciting classroom through

client based projects that lead to connections to business

professionals and internship opportunities. He creates an

affordable class that requires no textbook, helps build

Jedi’s resumes and bestows valuable marketing skills for

future employment.

Executive Summary

What Makes David Unique?

Marketing Jedi | Tanner Stewart, Kyle Chambers, Dan Klocke + current yea

Take- Away: Dr. Raska is a marketing Jedi, that provides future Jedi's with connections to business

professionals through client based projects, internship opportunities, resume building and an exciting

classroom environment that has a focus on building relationships with classmates and to gain

valuable marketing skills for future employment. David keeps his classes affordable for all students by

not requiring a textbook.

“Client projects + related internship(s) is a

dynamite combination.”

Kevin Staverman: Former JediSenior Research Analyst at Nielsen

How can Yoda satisfy prospective clients needs?

Marketing Jedi | Tanner Stewart, Kyle Chambers, Dan Klocke + current yea

Take-Away: For the low income undergraduate

business students at NKU, working part-time jobs,

managing many other responsibilities, who worry about

their future careers after graduation and are very

conscientious with their money, David’s classes provide

what they need by being an affordable, hands on

marketing experience that can help build their resumes

and create a network that leaves them better prepared

for future job opportunities.

I had two interviews for the role and used my Drink Hoist project as an example of marketing work I had done and told the

hiring manager and Director that project is what really made me realize I wanted

to work in marketing. They were very impressed!

Taylor NorthFormer Jedi

Marketing Jedi | Tanner Stewart, Kyle Chambers, Dan Klocke + current yea

Take-Away: David‘s target market is low income students that work part-time and worry about future jobs after

graduation. His positioning strategy is to offer real work experience and resume building for students to be

better prepared to enter the future job market and doing so at a low affordable price while not requiring a

textbook.

Affordable

Real

wo

rk e

xper

ien

ce

Everyone else

What positioning strategy should David use?

Producing Marketing Jedi's

How can David increase his class sizes for the spring?

Marketing Jedi | Tanner Stewart, Kyle Chambers, Dan Klocke + current yea

Recommendation: David should offer a hybrid or online course for the 2017 spring semester. This will give

students in class experience while allowing them more freedom to complete client based projects. He can still

create internship opportunities, resume building and an exciting classroom environment online that would appeal

to all of his future marketing students.

Why online?• Flexibility• Accessibility• Reduced cost• Engagement• Pace• Comfort

“More NKU students are taking online classes than

ever before. Last year 20% of all credit hours were earned online” – NKU annual Report

Appendix

Bluezzoon NKU Sports Business

NKU Center for Economic Ed

The Inkubator Teach Econ

Instagram 227 86 - - 476

Facebook 712 - 76 163 104

Twitter 149 1,170 334 302 1,032

LinkedIn 67 - - - 500+

Bottom lines: A unique way to connect with students, by offering tips, classroom insights, and networking opportunities

Awareness of Norse networking events

Insightful article postings relating to financial education

Review current business ideas and results

Keep up to date with events around campus and future employment opportunities

Major finding: David Raska (Bluezzoon) has the strongest social media presence where he uses it to engage with students in his classroom, promote fundraising events he participates in, and propose student interaction to broaden their thinking.

Table 1. Social Media Presence

1.Instagram. (2016). Bluezzoon. Instagram. Retrieved from https://www.instagram.com/bluezzoon/

2.Facebook (2016). Bluezzoon. Facebook. Retrieved from https://www.facebook.com/bluezzoon/

3.Twitter. (2016). Bluezzoon. Twitter. Retrieved from https://twitter.com/bluezzoon

4.LinkedIn. (2016). Bluezzoon. LinkedIn. Retrieved from https://www.linkedin.com/company/bluezzoon

Strengths WeaknessesCompany 1. Growing professional network

2. Small class size3. One on one interaction

1. Commuter school2. Low budget3. Low school pride

Brand 1. Distinctive logo and brand name2. Promotes student success3. Created to provide inspiration and motivate students

1. Doesn’t correlate with NKU brand 2. Provided by David only to his classes3. Bluezzoon brand has a blurred meaning

Product 1. Client based projects provide real work experience2. Resume building and job opportunities3. Engaging classroom environment

1. A lot of time commitment 2. No online service offered3. Unclear classroom instructions

Channels 1. Wi-fi compatible2. Classes are easy to get to 3. Comfortable classroom temperature

1. Plain monochromatic classrooms2. Uncomfortable chairs3. Poor lighting in classroom

Promotion 1. Strong social media presence2. Inside classroom promo3. Fundraising events

1. No enough diversification of social media platforms (Instagram driven)

2. Website looks abandoned 3. Only reaches current and past students

Price 1. No textbook required2. Included with the price of tuition3. Free access to social media sites

1. Have to purchase parking pass2. Printing workbooks3. Cost of extra class materials

Bottom lines: Dr. David Raska’s classes provide real world marketing experience and resume building through client based projects while not requiring a textbook and offering free access to Bluezzoon through social media.

Dr. David Raska’s classes require a lot of time commitment that include a heavy workload with unclear instructions. David’s brand Bluezzoon has an unclear meaning and is limited to past and present students.

Table 2. Internal Analysis

Bluezzoon NKU Sports Business NKU Center for Economic Ed The Inkubator Teach Econ

Company 1. Growing professional network2. Small class size3. One on one interaction

1. Growing professional network

2. One on one training

1. Growing professional network2. One on one interaction3. Part of Kentucky Council of

Economic Education

1. Growing professional network 1. Growing professional network

2. One on one interaction

Brand 1. Distinctive logo and brand name2. Promotes student success3. Created to provide inspiration and

motivate students

1. Strong link to NKU2. Promotes past students

success 3. Designed to give students

knowledge to succeed in the sports world

1. Connected to NKU2. Designed to grow students research

and development skills

1. Helps develop student ideas2. Relationship with NKU

3. Student driven

1. Taught to broaden thinking about economics

2. Relates real life econ to classrooms

Product 1. Client based projects provide real work experience

2. Resume building and job opportunities

3. Engaging classroom environment

1. Network with potential employers

2. The uniqueness of sport with the traditional ideals of

business

1. Research for real companies 2. Work closely with companies that

may hire students

1. Driven to grow and develop students business ideas into

something big (12 week program)2. Function as a hive for

entrepreneurially inclined individuals

3. Increase entrepreneurial success

and individual opportunity

1. Econ Club2. Relates classwork to real

life business scenarios

Channels 1. Wi-fi compatible2. Classes are easy to get to 3. Comfortable classroom

temperature

1. Plentiful room for sports professionals (campus rec

center)2. Access to Wi-fi

1. Small business development center2. Have own separate offices

1. Collaborative work space in the college of business

1. Approachable classroom setting

2. Convenient classroom locations

Promotion 1. Strong social media presence2. Inside classroom promo3. Fundraising events

1. Active on social media2. NKU podcast

3. NKU Events

1. Strong Twitter following2. NKU events

1. Interactive on social media 2. Flyers/information table in the

student union

1. Strong social media presence

2. Promotes inside the classroom

Price 1. No textbook required2. Included with the price of tuition3. Free access to social media sites

1. Included in tuition2. Free access to social media

sites

1. Free 1. Free 1. Included with the price of tuition

2. Free access to social media sites

Bottom

lines:

Real world marketing experience,engaging classroom, promote student

success

Norse Networking events with sports professionals

Work to develop research skills Turn a business idea into a reality with a 12 week program at NKU

Social media usage to give insightful economics

happenings

Table 3. Competitive Analysis Strengths

Major finding: Dr. David Raska’s classes provide real world marketing experience through client based projects and resume building activities. He uses self made workbooks instead of a textbook and offers free access to Bluezzoon through social media.

Bluezzoon NKU Sports Business NKU center for Economic Ed The Inkubator Teach EconCompany 1. Commuter school

2. Low budget3. Low school pride

1. Commuter school2. Low budget3. Low school pride

1. Commuter school2. Low budget3. Low school pride

1. Commuter school2. Low budget3. Low school pride

1. Commuter school2. Low budget3. Low school pride

Brand 1. Doesn’t correlate with NKU brand 2. Provided by David only to his classes3. Bluezzoon brand has a blurred

meaning

1. Have to be interested/like sports

2. Not well known unless you are a current member

1. Limited to econ students2. Not a very well known brand

3. Brand has unclear meaning

1. Very entrepreneurial driven

2. Need a business idea 3. Have to be chosen

1. Very Al-Bahrani Centered2. Only present on social media

3. Only appeals to economic students

Product 1. A lot of time commitment 2. No online service offered3. Unclear classroom instructions

1. Very competitive 2. Have to RSVP

1. Heavy workload 2. Too broad of a target market

3. Helps high school students with economics

1. Not very structured 2. Limited team members

3. Can’t guarantee company will get funded

1. Knowledge in multiple subjects2. No online options for class

Channels 1. Plain monochromatic classrooms2. Uncomfortable chairs3. Poor lighting in classroom

1. Limited to events at NKU2. No Designated meeting

location

1. Office is not easily accessible2. Hard to get in contact with

1. Have to apply and be selected

2. Limited to once a year

1. Reaches only current students2. Outdated Classrooms

Promotion 1. No enough diversification of social media platforms (Instagram driven)

2. Website looks abandoned 3. Only reaches current and past

students

1. Weak social media presence2. Too many Instagram accounts

3. Struggles with self promotion

1. Weak Facebook following 2. Hard to locate on social media

3. Lack of promotion on campus

1. Weak social mediapresence

2. Not enough professor mentions

1. Weak social media presence on Instagram

2. Limited to his current and past students

3. Brand can be unclear because it is labeled Abdullah Al-Bahrani

Price 1. Have to purchase parking pass2. Printing workbooks3. Cost of extra class materials

1. Have to purchase parking pass or pay for parking

2. Spend money to attend events that coordinate with the

program

1. Have to purchase parking pass 1. Have to purchase parking pass

2. Have to have provide 12 weeks of work

1. Have to purchase parking pass2. Have to purchase a book

Bottom lines: Printing workbooks can be costly and projects require extensive time

commitment with unclear instructions at times

Weak social media accounts and events limited to NKU only

This brand is not well known, reaches beyond NKU to high school students

and lacks promotion on social media.

Limited amount of time, drawn out selection process

and weak social media presence.

Being centered around an economics professor limits the

reach of the program and can blur what the brands meaning.

Table 4. Competitive Analysis Weaknesses

Major finding: While the amount of time commitment, unclear instructions on classwork and the need to print off work books can be a burden t o Dr. Raska’s customers, they far out weigh the limited interest among students and weak social media presence brought upon by his competitors.

Opportunities Threats

Suppliers 1. Access to large network including alumni and professors2. Accredited university with a friendly environment

1. Limited Funding and layoffs2. Many of NKU’s colleges competing for the same supplies

Channels 1. Number of online classes increase2. Smaller classrooms can make group work easier

1. Plain classrooms with limited technology2. Classrooms have limited capacity

Target Customer 1. Students interested in real work experience2. Enjoy social media in the classroom3. Millennials provide largest group of college attendees

1. Working on small budget, lack of money2. Busy Schedules

Competition 1. Networking events2. Integrative collaboration with competing programs3. Marketing classes become required for a business degree

1. Internships and co-ops2. # of Online courses increase 3. Surrounding colleges lower tuition.

Society and Culture 1. Continued value on how a college education effects your career2. Increase in cultural diversity

1. Interest decrease due to the high costs of college education2. Increase in popularity of athletics (Lack of NKU athletics)

Economy 1. Low income region surrounding NKU2. Unemployment rates drive the need for a college education

1. Inflation rates drive up the cost of tuition2. Unemployment rates in low income area

Political & Legal 1. Laws dictating degrees2. More federal grants

1. NKU has budget cuts from the state2. Loan interest rates skyrocket3. Less government assistance

Technology, Communication, & Transportation

1. Utilizes new platforms of social media2. NKU offers free bus service3. New ratings system emerges to rate professors

1. Mobile and online trends fluctuate often2. Blackboard is out of date

Natural Environment 1. Highly predictable snowfall patterns2. Increased system for online classes on snow days

1. Increasing snowfall prevents classes2. Flooding of NKU and surrounding area

Bottom lines: Dr. Raska has the availability of the largest number of degree seeking students (millennials) wanting real job experience to create real connections to the future workplace. With an increase in marketing requirements and the growing interest of utilizing social media in the classrooms David has the opportunity to grow his class sizes..

Technological trends changing frequently, the availability of online classes to provide a more convenient education, students busy schedules, rising tuition and the use of old technologies such as Blackboard provides a significant threat to David and his ability to increase the number of students wanting to attend his classes.

Table 5. External Analysis

Table 6. Summary of SWOT Analysis

Strengths Dr. David Raska’s classes provide real world marketing experience and resume building through client based projects while notrequiring a textbook and offering free access to Bluezzoon through social media.

Weaknesses Dr. David Raska’s classes require a lot of time commitment that include a heavy workload with unclear instructions. David’s brand Bluezzoon has an unclear meaning and is limited to past and present students.

Opportunities Dr. Raska has the availability of the largest number of degree seeking students(millennials) wanting real job experience and to create real connections to the future workplace. With an increase in marketing requirements and the growing interest of utilizing social media in the classrooms David has the opportunity to grow his class sizes.

Threats Technological trends changing frequently, the availability of online classes to provide a more convenient education, students busy schedules, rising tuition and the use of old technologies such as blackboard provide significant threat to David and his ability to increase the number of students wanting to attend his classes.

Major finding Dr. Raska provides a fun, hands on learning environment that provides student with experience needed for future job opportunities, including real work experience, networking, and resume building while not requiring a textbook. However, with the worry students have of their future (job) and money as well as rapidly changing technological trends, the availability of online classes, students busy schedules, and the rising cost of tuition, can jeopardize David’s ability to attract more students to his classes.

Demographics Name Jedi'sAge 19-24 years old

Gender Male/Female

Family Status Single

Children None

Job Part time job/internship

Education Undergrad marketing student

Income Less than $20,000/year

Location Northern Kentucky, Ohio

Ethnicity Caucasian

Religion Value religious views

Psychographics Interest Spending time with friends & family, listening to music, fitness

Values Kindness, loyalty, friendship

Traits Creative, hardworking, outgoing

Behavioral Stores Target, Nordstrom, Apple

Brands Chipotle, Adidas, Under Armour

Music Twenty One Pilots, The Beatles, One Direction

TV/Movies Star Wars, Game of Thrones, The Office

Places Anywhere that has a beachCelebrities Will Ferrell, Jennifer LawrenceDigital Instagram, Amazon, Netflix

Bottom line: Jedi's are undergraduate NKU marketing students in their 20’s who juggle family, part time jobs, and school, while always leaving time to stay active and spend time with friends. They value loyalty and kindness, use social media frequently, and watch Netflix when they have downtime.

Table 7. Segment Profile

Unique and different product/brand

attributes

Customer’s unsatisfied Needs Most important and easily

communicable product/brand

attributes

Real work experience Worried about life after school Networking for potential jobs after graduation

Networking for potential jobs after graduation Work at jobs not related to marketing field Resume building and real work experience

Resume building work Value family and honesty

No required text book Very active

Challenges students Seeking Marketing degree at NKU

Bottom lines: Provides resume building activities, real work

experience, and connections to future jobs

after graduation.

Customer’s struggle to find time with part-time

work and school and are worried about the

future after graduation.

Provides resume building activities and real

work experience, and connections to future

jobs after graduation.

Table 8. Summary of Target Marketing

Major finding: Dr. Raska targets low income students that work part-time and worry about future jobs after graduation. His positioning is to offer real work experience and resume building for students to be better prepared to enter the future job market and doing so at a low afford able price while not requiring a textbook.

Affordable, no textbook required

Less affordable, textbook required

Figure 1. Perceptual Map

Real work experience through client based projects, building resume quality

No client based work, little resume building

Product Price Promotion Place Client based projects that give

real world experience

Provides workbooks no

textbook required

NKU fundraising events Wifi combatable

Engaging classroom

environment

Price is included in tuition In class promotion Classes are easy to get to

Resume building and future

work opportunities

Free access to social media sites Strong social media presence Classrooms are set to a

comfortable temperature

Challenges students to work

hard and show potential

Promotes student success

Bottom lines: Provides resume building

activities and real work

experience, and connections to

future jobs after graduation.

Class material is provided and

do not have to spend any more

then what is required for

tuition.

Active on social media and

campus with current, past, and

future students.

NKU classrooms are

comfortable and easy to get to

and also provide free Wi-fi.

Major finding: Real work experience through client based projects along with building resumes and preparing for future job opportunities. Invery accessible classrooms, located on a convenient campus location with free Wi-Fi and no required textbook.

Table 9. Summary of Marketing Mix