- Conducted 360 degree assessment of a client's marketing environment through secondary data (i.e., client's owned and earned media) and qualitative (i.e., experience surveys with client and prime prospects, analysis of social media comments) research; - Identified one major marketing opportunity and recommendation for increasing value of client's services; - Presented the marketing recommendation to the client; - Provided the client with 10-page deliverable, summarizing the recommendation and research results.

1. 1
ASSIGNING JOB ROLES
480 JEDIS
Magg ie Peddicord Alex Lindner Ab iga il Troutma n

2. MEET SUZY
2
WORKING PART-TIME
WHILE GOING TO SCHOOL
FULL-TIME
DRIVENAND
HARD WORKING
INCOME ISLESS
THAN $25K
SOCIAL MILLENNIAL
WHO ISENGAGED
ON SOCIAL MEDIA
UNSURE WHERE
HER TALENTSLIE
R e a l w o r l d e x p e r i e n c e
t h r o u g h c l i e n t b a s e d
p r o j e c t s
O p p o r t u n i t i e s f o r
s t u d e n t s t o g r o w t h e i r
n e t w o r k
G I V E S …
O N E
H A L F
S p o t l i g h t e d
d e s c r i b e
t h e m s e l v e s a s
“ c u r i o u s ” 1
s a y g r a d u a t e
e m p l o y m e n t w a s a
m a j o r t r i g g e r o f
m e n t a l d i s t r e s s 2
1 I N 4
O F S T U D E N T S
L I K E S U Z Y …
Take Away: Dr. Raska’s target customers, millennial college students, are struggling to balance work,school, and a social life. They do not make
much money but arevery driven to succeed. They worryabout life after college because they do not know what type of career to pursue.

3. 3
Copywriter
Designer
Researcher &
Data Analyst
Strategist
Presenter
Recommendation: Assign real job roles to increase student’s long term success!
Take Away: For each team project, assign each individual member a unique job, such as “Researcher”, “Presenter”, or “Slide Deck Creator”. Cycle each student through
all of the different jobs throughout the semester so students can gain confidence in new roles and become familiar with an array of assignments they may encounter in the
workforce. For each role, have a student research a “role model” to gain a better understanding of how their experience translate into the real world. This will ultimately
enable Suzy to reduce her anxiety by being knowledgeable of what lies ahead.
I alwaysthought of
myselfas a designer,but
I LOVE putting the big
picture together and
executing campaigns!
GETTING TO KNOW YOUR TARGET
AUDIENCE IS MORE IMPORTANT
THAN BEING PASSIONATE ABOUT
YOUR PRODUCT1
Only 32% of
#480Jedis feel
prepared for life
after college

4. 4
lindnera95@gmail.com
Alex's LinkedIn
Abby.Troutman@yahoo.com
Abby'sLinkedIn
peddicordm2@nku.edu
Maggie's LinkedIn
Copywriting and Research
Presentation Design and Research
Ideation

5. 5
STRENGTHS WEAKNESSES
COMPANY
• Residential Dining • Parking
• Small campus • SU hours
• Close to major cities • WIFI is laggy
• High student to teacher ratio • Crowded classroom
BRAND
• Keeps students interested/engaged • Unclear history
• Enjoyable learning • Only engages current students
• Very active • not nationally well known
PRODUCT
• Students work for actual companies • Not offered online
• Helps increase student’s social and professional network • Heavy workload
• Evidence of hard work available for Linkedin • Only offered at one time
CHANNELS
• Class sizes are reasonable • Online classes are more expensive
• Small classes are more personable • Few online sections for the public
• Online classes are offered • Few sections for needed classes to graduate
PROMOTION
• Use of social media • SM is only aware to previous/current students
• Great reviews • not many followers
• Previous students’ testimonies • Not on multiple platforms
PRICE
• No textbook cost • Tuition is high
• Cheaper than other schools in region • Price of gas or transportation to get to class
• No extra cost outside of tuition • Work for real clients is unpaid
BOTTOM LINE
Dr. Raska's class is low budget, interactive, “pseudo-internship” that merges education with experience via an enjoyable and easily accessible social media platform.

6. 6
OPPORTUNITIES THREATS
SUPPLIERS
• Incorporates a transdisciplinary approach and provides real world learning
experiences for students4 • Limited funding
• generates many opportunities for students to engage with the business community3 • Competition older/ better known
• Clients provide material • Parking
CHANNELS
• Offer online • Tech not updated
• Need more sections • Uncomfortable desks
• Technology available in classrooms • Lack of classrooms
TARGET CUSTOMER
• Wants to improve network/connections
• 1/3 of Americans think a college degree does not prepare them well for the
workforce6
• Need guidance finding jobs • Students could change majors
• Looking for feedback • Consumers only have so much mind-space2
COMPETITION
• Offers more real world tasks • Less work involved in other courses
• Increasing enrollment • Larger, state school
• Higher teacher to student ratio • Small campus
SOCIETY AND CULTURE
• Progressive • college = partying
• Millennial college graduates ages 25 to 32who are working full time earn more
annually5 • Not much to do on campus
• Diversity on campus • Not a "college team"
ECONOMY
• Minimum wage rising • Cost of living increasing
• Unemployment decreasing • Banking system unstable
• NKU near middle to high income areas • Tuition cost increasing consistently
POLITICAL AND LEGAL
• Freedom of speech • New president
• SGA interaction • Regulations
• Government assistance programs • Reduction of federal aid spending
TECHNOLOGY, COMMUNICATION, AND
TRANSPORTATION
• Commuter campus • Hard for students to commute
• Griffin Hall • Not all students can afford computers
• Near Cincinnati • Blackboard emailing feature
NATURAL ENVIRONMENT
• Warm summers and springs • Campus is a wind tunnel
• Possibility to hold class outside • Snowy and cold winters
• Loch Norse • Campus is a "concrete jungle" - not very pretty

7. 7
STRENGTH
A low budget, interactive, “pseudo-internship” that merges the marketing education with real world experiencevia an enjoyable and easily
accessible social media platform.
WEAKNESS The heavy workload, high tuition, and limited funds may hinder students from engaging in the class.
OPPORTUNITIES
Providing cheap ways for students to experience real world tasks that increases their confidence, while also increasing their social and professional
networks would inspire more students to take it.
THREATS Limited funding, increasing tuition costs, and less involved courses could draw students not to come to NKU and take this course.
BOTTOM LINE:
Dr. Raska's class offers fantastic opportunities for students to gain real world experience before entering the real world keeping within their budget
availability of only one section, and the heavy workload might be obstacles to getting students to take the class.

8. 8
Demographics Name 480 Jedis
Age Around 23
Gender Male and Female
Family Status Single
Children None
Job Part-time with few full-time jobs
Education Working on graduating with a bachelor’s degree at NKU
Location Greater Cincinnati/NKY
Ethnicity Beautifully diverse
Religion Beautifully diverse
Psychographics Interests Working out, reading, traveling, outdoor life, video games
Values Education, work, family, freedom, well-being
Traits Hard-working, driven, creative, curious, open-minded
Behavioral Brands Apple, Nike, Target, Starbucks, Chipotle, Netflix
Music Beautifully diverse
TV/Movies Comedies (Big Bang Theory, Scrubs), Action (Game of Thrones)
Places Beaches, Nature, Amusement Parks
People George Clooney, Ellen, Will Ferrel, Mark Wahlberg, David Raska
Online/Mobile IG, Snapchat, Facebook, Twitter, Pinterest (females only)
Problems: Doubt value of education and worry about discovering talents and passions, gaining confidence for skills, work experience and support network, and finding a job
Bottom Line: Millennial college students at NKU who question the value of their education and worry about discovering talents and passions, gaining confidence for skills, work
experience and support network, and finding a job while juggling work, school, and lives at a low budget

9. 9
COMPETITIVE ADVANTAGES CUSTOMER'S NEEDS POSITIONING BENEFITS
1
Merges marketing education with real work experience that familiarizes
students with what they will encounter in the workforce and provides feedback
to build strengths.
Want a class that prepares them with the knowledge and
experience that helps them gain confidence in their abilities to
find jobs.
1. Application of education to real world projects that
provides unique feedback to grow talents.
2
Helps students widen social and professional networks Need to build connections that help them expand opportunities in
professional careers
2. Rewarding real world experience and networking at low
cost that is unrivaled.
3
Able to effectively merge marketing education with experience at low
monetary costs and push students to step outside their comfort zones
Value class that is within their budget
BUDGET
REAL WORLD TASKS
480 Jedis have busy lives. Most of them are in their senior year
of college, meaning that they have numerous difficult classes
and are becoming worried about their professional life after
graduation. They also are working part-time in order to offset
college costs, which cuts down the amount of time they have to
work on homework or meet with group members for projects. At
the same time, they know that family and friendships are very
important and enjoy spending time with those they love. Even
though they are juggling all of this, they have made it this far in
their college career and are determined to make it to the finish
line. They hope that what they learn in college will help them
gain enough confidence to succeed in the workforce.

10. 10
PRODUCT PRICE PROMOTION PLACE
1
Provides real world experience with tangible
evidence for one's talents and passions
No textbook cost Former graduates’ testimony Small class sizes
2
Helps students to build relationships with their
peers and career mentors
Affordable cost
Current and past students featured on
social media
Relatively comfortable environment
3
Uses a unique teaching style that does not require
a textbook but pushes students outside of their
comfort zones
No online course fees Postitive word of mouth Bluezzoon is easily accessible
Bottom Line: Dr. Raska offers real world experience while teaching with a unique style that keeps students interested. He helps students build connections with mentors that can be of
service in the future. He shows former students’ success on his social media which further proves that him pushing his students out of their comfort zone pays off!
480 Jedis have busy lives. Most of them are in their senior year of college, meaning that they
have numerous difficult classes and are becoming worried about their professional life after
graduation. They also are working part-time in order to offset college costs, which cuts down
the amount of time they have to work on homework or meet with group members for projects.
At the same time, they know that family and friendships are very important and enjoy spending
time with those they love. Even though they are juggling all of this, they have made it this far in
their college career and are determined to make it to the finish line. They hope that what they
learn in college will help them gain enough confidence to succeed in the workforce.

11. 11
1. Boitnott,J.(2017, Feb 7). Tony Robbins on Why Too Much Passion May DoomYour Startup. Retrieved February 19, 2017.
http://www.inc.com/john-boitnott/tony-robbins-on-why-entrepreneurial-passion-may-be-stopping-your-success.html
2. Dawar,N. (2015, May 20). When Marketing Is Strategy. Retrieved February 13, 2017, from https://hbr.org/2013/12/when-marketing-is-
strategy
3. Northern Kentucky University. (2016). About the College. Retrieved February 10, 2017, from Haile US Bank College of Business :
https://cob.nku.edu/about.html
4. Northern Kentucky University. (2017). Our Missions and Values. Retrieved February 2017, from Northern Kentucky University :
http://www.nku.edu/about/promise.html
5. Pew Research Center. (2014). The Rising Costs of Not Going to College. Retrieved February 9, 2017, from Pew Research Center:
http://www.pewsocialtrends.org/2014/02/11/the-rising-cost-of-not-going-to-college/
6. Pew Research Center. (n.d.). The Value of a College Education. Retrieved Feb 10, 2017, from Pew Research Center:
http://www.pewsocialtrends.org/2016/10/06/5-the-value-of-a-college-education/