Personal Marketing Plan
kayladolan
mkt_300_personal_marketing_plan.pptxMKT 300 Marketing
Melissa Luna
Session 16: October 21, 2010
Your Personal Marketing Plan
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Lecture Script 1-1
Chapter One
Marketing’s Value to Consumers, Firms, and Society
For use only with Perreault/Cannon/McCarthy or Perreault/McCarthy texts. © 2009 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin
Overview of Marketing Strategy Planning Process
Marketing strategy is circle
Understand market first
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Personal Marketing Plan and the Marketing Strategy Planning Process
Employers or industries
Most relevant TO YOU
Identify potential employers
By industry, company name, size of company, location
Other relevant differences
What industries/jobs are hiring? Not hiring?
Understand the customers – what are their “needs”
Skills they look for; experiences necessary
Generalize as needed
http://www.vault.com/wps/portal/usa
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Personal Marketing Plan and the Marketing Strategy Planning Process
External market environment
Economic environment
What is impact of economy on job search?
Technological environment
How has technology affected job search?
Political/legal environment
Who is currently in office? What political agenda is being pushed/
Are there job areas where laws/qualifications are needed?
Certification (CPAs for example) might fall into this category.
Cultural and social
Unique elements of particular industries. For example is networking more or less a part of some industry cultures.
Are there social trends – Finance Planning “good old boys”
http://www.career.colostate.edu/explore-majors--careers/what-can-i-do-with-this-major.aspx
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Personal Marketing Plan and the Marketing Strategy Planning Process
Competition
Who are they competing with as they look for jobs?
How does that vary by major or job type?
What are the strengths of different types of competitors?
What are the weaknesses?
http://tools.businessweek.com/BSchool_Comparator/
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Personal Marketing Plan and the Marketing Strategy Planning Process
Company
This is the student or job applicant
What do they like to do? Interests?
What industries do they like?
What constraints exist on their search?
E.g., have to stay in CO for financial reasons
What are student strengths?
What experience does the student have?
What are their motivators and values
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Personal Marketing Plan and the Marketing Strategy Planning Process
SWOT
Student Strengths
Self-assessment
Student weaknesses
Opportunities from market (customer, competitor, or external market environment)
Threats from market (customer, competitor, or external market environment)
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Personal Marketing Plan and the Marketing Strategy Planning Process
Which career path will be targeted?
The plan should focus on one career
Cannon will teach you a positioning statement. But it should be something like:
Among all potential sales hires, Joe Cannon is the most enthusiastic, hard working and experienced. - (Unique to you.)
Focus on those 2-3 benefits which give you competitive advantage - quantify
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Personal Marketing Plan and the Marketing Strategy Planning Process
List your target market.
This plan should focus on one target market
Career path type of job and
General type of company.
If you have more than one in mind, pick one for this plan.
Ex. if you know you want to work for a public owned IT consulting company (mid-cap).
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Personal Marketing Plan and the Marketing Strategy Planning Process
Product
What services can you offer a potential employer?
What product development activities can you engage in during the next 18 months to make yourself a better “product”?
Classes you plan to take / additional minors/majors
Experience you might develop – internships, work, student organizations, volunteer work
Others
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Personal Marketing Plan and the Marketing Strategy Planning Process
Place
Where would you want to work?
Geographic location
Any other special needs or wants
Work from home?
Travel
Etc.
http://www.careershift.com/?sc=colostate
http://www.bls.gov/web/metro/laummtrk.htm
Create a personal job offer spreadsheet – see handout
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Personal Marketing Plan and the Marketing Strategy Planning Process
Price
What benefits do you expect?
What pay level?
What training level?
Other expectations?
www.homefair.com
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Personal Marketing Plan and the Marketing Strategy Planning Process
Promotion (longest section)
How will you communicate your “product” to your target market?
Networking –Where/Who are in my network and how do I contact them?
Interviews
Resume/Cover Letter/Career Portfolio
Be specific. What will you say to these people? What will you emphasize in cover letters or resume?
Join LinkedIn and possibly Twitter
Meet with Career Center Liaison to identify additional networks
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Personal Marketing Plan and the Marketing Strategy Planning Process
Implementation
Utilize the Job Search Strategy Plan
Professor Cannon posted that for you on RamCT in “Resources for your Personal Marketing Plan.”
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