1Marketing Major/Minor Fall 2005

Why Marketing?

August 19, 2005

Jonlee Andrews

Fred Roedl

Erik Medina

222Marketing Major/Minor Fall 2005

Marketing – it’s more than you realize!

Your life after the Kelley School…

Profit = (Market Size x Market Share) x (Price – Var. Cost) - Fixed Cost

Time

2003 2004 2005 2006 2007

Profit

333Marketing Major/Minor Fall 2005

Marketing drives key financial outcomes

Financial Outcomes

CustomerResponses

Company Actions

- New products- Pricing- Advertising/Promotion- Channel programs- Loyalty programs- etc.

- Awareness- Product trial- Satisfaction- Repeat purchase- Word-of-mouth- etc.

Revenue - costs Mktg. Spending

13

4

Channels

-Carry-Promote-etc.

2

444Marketing Major/Minor Fall 2005

A few of life’s big questions…

– How do you estimate the size of an emerging market or technology?

– How do you estimate market share for a new product/service?

– How do you reposition a brand?

– What’s the value of a branded component (the “Intel inside” logo)?

– When and how do you take an established brand into new product categories?

– How do you increase customer loyalty?

– How do you use product line extensions to increase market share?

– How do you price a new product/service?

– How do you increase price without losing customers … or decrease it without setting off a price war?

– How do you measure the financial impact of marketing spending?

555Marketing Major/Minor Fall 2005

Career opportunities in marketing

• Product/marketing/brand management

• Retail strategy and management

• Consulting

• Marketing communications: advertising account management/account planning

• Professional sales

• Marketing research

666Marketing Major/Minor Fall 2005

Kelley is a great place for marketing!

• Recruiters in the BusinessWeek survey ranked Kelley #6 in marketing.

• Recruiters in the Wall Street Journal survey rank Kelley #3 in marketing.

• Kelley has more marketing majors (as a percent of student body) than any other top program.

• We have thousands of Kelley Marketing alumni and they can be found in marketing positions in hundreds of well-known companies.

777Marketing Major/Minor Fall 2005

Who Hires Kelley Marketing MBAs?

Chemicals and CommoditiesAshland ChemicalDow ChemicalDupontEcolabH.B. FullerOwens CorningPPG Industries

ConglomeratesEmerson ElectricGeneral Electric

ConsultingA.T. KearneyCap Gemini/Ernst & YoungDeloitte ConsultingKurt SalmonPriceWaterhouseCoopers

Consumer ProductsAnheuser-BuschBrown FormanCapital OneCampbell’sChurch and DwightColgate-PalmoliveConAgraDel MonteFordFrito-LayGeneral MillsGeneral MotorsGilletteHasbroHormel FoodsInternational MultifoodsJohnson & JohnsonKelloggKimberly-Clark

KraftM&M/MarsMead Johnson NutritionalsMiller BrewingNabiscoNestle Frozen FoodsNestle/PurinaOnStarOscar MayerPhilip MorrisProcter & GambleQuaker OatsReckitt-BenckiserR. J. ReynoldsSara Lee/HanesScott’s CompanySpectrum BrandsToyotaUnileverVolkswagenWhirlpool

888Marketing Major/Minor Fall 2005

Who Hires Kelley Marketing MBAs?

HealthcareAbbott LabsBaxterCIGNA HealthcareGuidantHill-RomJohnson & JohnsonMedtronicRoche Diagnostics

High TechCisco SystemsCompaq ComputerDellHewlett PackardIBM IntelLexmarkLucentMicrosoftStorageTek

Industrial Manufacturing3MCummins, Inc.Ideal IndustriesIngersoll RandUnited Technologies

PharmaceuticalsEli Lilly & CompanyGlaxoSmithKlinePfizer

RetailAlbertson’s/Jewel-OscoEddie BauerGap, Inc.Home DepotKmartLands’ EndTargetWal-MartYUM! Brands (KFC, PH, TB)

Sales Promotion//MarketResarch/AdvertiisngAgenciesAC NielsenBBDO AdvertisingFinelight AdvertisingOctagonTracy-Locke PartnershipSports and EntertainmentAOL Time WarnerHarrah’sThe Walt Disney Company

TelecommunicationsMotorolaSprint

TransportationAmerican AirlinesDelta AirlinesIndependence AirlinesNorthwest AirlinesSabre

999Marketing Major/Minor Fall 2005

The marketing major

•Fifteen credit hours are required.

•Twelve of these must be in Marketing.

•Two of the following courses are required:

– M511 Marketing Productivity and Performance Analysis (1.5 cr.)

– M512 Marketing Strategy (1.5 cr.)

– M513 Marketing Strategy Simulation (1.5 cr.)

•You can take all 3 if you want!

101010Marketing Major/Minor Fall 2005

Plus 9 credits from the following

M503 Applied Marketing Research (1.5 cr.)

M521 Implementing Marketing Programs (1.5 cr.)

M522 New Products Management (1.5 cr.)

M530 Business to Business Marketing Strategy (1.5 cr.)

M537 Consumer Channels Management (1.5 cr.)

M544 Managing Advertising and Sales Promotion (1.5 cr.)

M546 Marketing Practicum (Osmocote projects) (1.5 cr.)

M549 Marketing Intelligence Management (1.5 cr.)

M550 Customer Oriented Strategies (1.5 cr.)

M590 Independent Study in Marketing (1.5 cr.)

M594 Global Marketing Management (1.5 cr.)

M595 Special Topics in Marketing (1.5 cr.) may be taken more than once for credit, assuming different topics are covered. Pricing; Brand Asset Management.

111111Marketing Major/Minor Fall 2005

3 credits in courses outside of marketing

• There are many great non-marketing courses

• Here are a few that we highly recommend.

A576: Strategic Cost PlanningF509: Financial Analysis for Corporate DecisionsF546: Corporate Financial StrategyL533: Ethical Responsibilities of ManagersW503: Creativity and InnovationW505: Power, Persuasion, Influence and NegotiationK507: Basic Decision ModelsK509: Spreadsheet Modeling for MarketingP552: Project ManagementP561: Supply Chain Management

121212Marketing Major/Minor Fall 2005

Marketing minor: 6 credits from the same list

M503 Applied Marketing Research (1.5 cr.)

M511 Marketing Productivity and Performance Analysis (1.5 cr.)

M512 Marketing Strategy (1.5 cr.)

M513 Marketing Strategy Simulation (1.5 cr.)

M521 Implementing Marketing Programs (1.5 cr.)

M522 New Products Management (1.5 cr.)

M530 Business to Business Marketing Strategy (1.5 cr.)

M537 Consumer Channels Management (1.5 cr.)

M544 Managing Advertising and Sales Promotion (1.5 cr.)

M546 Marketing Practicum (Osmocote projects) (1.5 cr.)

M549 Marketing Intelligence Management (1.5 cr.)

M550 Customer Oriented Strategies (1.5 cr.)

M590 Independent Study in Marketing (1.5 cr.)

M594 Global Marketing Management (1.5 cr.)

M595 Special Topics in Marketing (1.5 cr. per section)

What about a minor outside of marketing?

131313Marketing Major/Minor Fall 2005

The marketing faculty…

• High profile within the profession– Members of ALL major marketing journal editorial review

boards.

– Former president of the American Marketing Association

– Authors of leading textbooks

– Founder of the leading journal in new products/ innovation management

– Frequent keynote speakers at major industry conferences

– Prolific researchers who are also committed teachers ….

So what?

141414Marketing Major/Minor Fall 2005

We consult with many companies around the world…here are just a few

3M

IBM

Eddie Bauer

Eli Lilly

Rolls Royce

KPMG Consulting

General Motors

Ingersoll-Rand

Motorola

Kraft-Oscar Mayer

Guidant

M&M/Mars

Ameritech

Ashland Inc

BellSouth

Boehringer Mannheim Corp.

Bristol Meyers Squibb

British Telecom (UK)

Citibank (US and Asia)

Dept of Industry Trade & Commerce, Canada

Diebold

Digital Equipment Corporation

Hallmark Cards

Kimberly Clark

Lincoln National Life

Monsanto

Whirlpool

Pizza Hut

Procter & Gamble

Ransburg Corporation

Sprint

Siemens

Tropicana

151515Marketing Major/Minor Fall 2005

Marketing: good “ROI” for you!

SigningMedian Salary* Bonus*

Marketing/Sales $ 77,608 $12,000

Finance/Acctg 77,761 12,000

Human Resources 69,877 5,000

Operations 81,000 15,000

Consulting 81,800 10,000* Preliminary data as of August 20, 2004

161616Marketing Major/Minor Fall 2005

Why marketing at Kelley?

• A field where you can combine creative insights with hard core analytics to deliver top and bottom-line results.

• A world-class department.

• A strong sense of community.

171717Marketing Major/Minor Fall 2005

Kelley IS Marketing

•Questions?