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PLANNING
CONCEPTS
1. Where are
we now?
2. Where do we
want to go?
3. How are we
going
to get there?
PLANNING
TOOLS
1. Mission Statement
(What is the purpose of our
organization?)
2. Situational Analysis
A. Target Market Analysis
B. Marketing Mix Analysis
C. Industry Analysis
D. SWOT Analysis
1. Mission Statement
Assessment Scorecard
Mission Statement,
Core Values, and Vision
Statement
A complete Situational
Analysis that includes
an Industry analysis
along with a SWOT
analysis.
Prioritized Target
Markets
Marketing Goals and
Objectives
Enduring
Distinctive
Realistic/Honest
Measurable
Student-centric
The School of Business is student-centered and strives to create
student success stories, one alumnus or alumnae at a time.
Threat of
New Entrants
Power of
Supplier
Power of
Buyer
Availability of
Substitutes
Public
Penn State both
Altoona and Smeal
School at University Park
Pitt-Johnstown and
University of Pittsburgh
Shippensburg
University
Indiana University of
Pennsylvania (IUP)
Private
Recruiting
High School Grads
Treacy/Wiersema Strategy
According to Treacy and Wiersema (1997) in their book The Discipline of
Market Leaders, there are three value disciplines that managers must
understand and develop competencies around: (1) best total cost or
operational excellence model, (2) best product or product leadership
model, and (3) best total solution or customer intimacy model.
In the case of Saint Francis University, the best approach or model
appears to be best total solution or customer intimacy.
Strengths
Weaknesses
Opportunities
Threats
Develop a marketing communications plan for the undergraduate business programs that
incorporates more effective communication of the following attributes of a Saint Francis
University Business Education
London Travel
Course
Student-Run
Business
SBDC
Service
Outreach
General
Education
Qualified
Faculty
Good
Business
Reputation
Speakers
Program
CBC
SIFE
College
Education in
Business &
Opportunity
Internships
Modern
Facilities
Executive-InResidence
Program
Career
Mentoring
Student
Research
Active
Clubs
Effective event
marketing, such as the
Tom Peters lecture
Loretto
Undergraduate programs
MBA program
MHRM program
Altoona
MBA program
State College
MBA program
Harrisburg
MHRM program
Tom Peters
David Chilton
Marjorie Kline
Bill Ryan
Jason Hite
Buckingham
Palace
Lloyds of London
Who is responsible?
Budget needs and
timeline must be
specified.
Specific step-by-step
actions that must be
completed.
Evaluation
mechanism.
Executive-In-Residence (EIR)
Roger Stoy
Anthony Bambocci
Earl Springer
Springtime in London
Tom Peters
Steve Sheetz
9th Annual
Breakfast
2010 Regional
Championship
Team
David, F. (1997). Strategic Management. Upper Saddle, NJ: Prentice Hall, pg. 89.
Porter, M.E. (1980) Competitive Strategy, New York: Free Press.
Stamats Communications, Bob Sevier, a vice president for this marketing
communications consulting firm, provided a marketing plan template that we adapted
for Saint Francis University more than a decade ago.
Thompson, A., M. Peteraf, J. Gamble, and A.J. Strickland (2012). Crafting & Executing
Strategy: A Quest for Competitive Advantage. 18th edition. New York: McGrawHill/Irwin, pp. 24-25.
Treacy, M. and F. Wiersema (1997). The Discipline of Market Leaders: Choose Your
Customers Narrow Your Focus, Dominate Your Market. Reading, Mass: AddisonWesley.