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Prof. Andrés Musalem

Prof. Andrés Musalem. 2010 Marketing Practicum: Overview. Agenda. Goals Process: Key Steps Methods & Resources Schedule This year’s projects. Practicum Goals. Student learning Problem definition Project management In depth phone interviewing Data analysis and synthesis

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Prof. Andrés Musalem

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  1. Prof. Andrés Musalem 2010 Marketing Practicum: Overview

  2. Agenda • Goals • Process: Key Steps • Methods & Resources • Schedule • This year’s projects

  3. Practicum Goals • Student learning • Problem definition • Project management • In depth phone interviewing • Data analysis and synthesis • Action orientation • Communication and presentation skills • Commitment, excitement and fun!

  4. Client goals • Contact with outstanding students. • Encourage and develop unexpected ideas, perspectives. • Test ideas within your company. • Expand knowledge. • Generate ideas that change your company.

  5. Process: Key Steps Problem & Key Decisions Required Information & Analysis Company, Business Unit Communicate Agree on a plan with client Gather, Analyze & Revise Conclude & Recommend

  6. Practicum Evolution

  7. Practicum Schedule • Nov 3rd: Kickoff Company presentations get to know each other. • Nov 11th-12th: Proposals back to company. • Feb 7th-11th: Progress reviews with clients. • Feb 24th-March 3rd: Final reports to clients.

  8. Team tasks each week • Report progress to client with copy to Andres. • Meet with team to share ideas, identify progress, roadblocks. • Create effective organizational structure. • Maintain steady pressure against your goals.

  9. Research methods - general • Web searches • Library databases • Literature search • Interview experts • Data analysis • Focus groups • Structured phone interviews • Surveys (Qualtrics).

  10. Structured depth interviews • With experts, clients, customers, suppliers. • Typically take at least 30 minutes. • Initial contact is through client. • Role of student interviewer as consultant to client is understood by all. • Can be confidential if interviewee desires.

  11. This year’s Marketing Practicum Projects • 1:20-1:55: Marcia Osborne. • 2:00-2:25: Peter O’Sullivan, Tao He, Don Linsenmann. • 2:30-2:55: Dan Russell, Cristina Zabeu. • 3:00-3:25: Matt Taliaferro.

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