I have found that some of the most successful people have a knowledge and background in multiple areas of discipline, not just their own. So, in an effort to sharpen my communications skills, and become a better public relations professional, I have decided to earn a Certificate in Marketing from UC Berkeley. The program is comprised of six courses, four required core classes, and two elective courses. Tonight, was the first required class - Introduction to Marketing.

I am the only PR person in the class. The background of the students is primarily in engineering and science. It will be an extremely interesting Summer session!
The textbook: Perreault, Cannon, and McCarthy, Essentials of Marketing Irwin, 11th Edition, 2008. The Professor: Bill Hess

What I learned today...(to be updated after each class)
June 29, 2010

• There are two major components to any new business: Sales and Manufacturing
• There are four marketing components: Product, Price, Promotion and Distribution
• Definition of Marketing: Direct the salesforce in the obtainment of the current year forecast while developing plans and programs for long term growth, consistent with company growth
• The two responsibilities of any marketer: Drive sales this year, while developing plans to do it again next year
• The Five Stages in Marketing Evolution:
  
  • Simple Trade Era: Families trade or sell surplus to middlemen, who resell
  • Production Era: "We make this, you sell it." Founded by Henry Ford. A company focuses on production of a few productions.
  • Sales Era: An emphasis on selling to increase and beat competition.
  • Marketing Department Era: Sell what the consumer wants. All marketing activities are brought under the control of one department. Tie together the company's efforts in research, purchasing, production, shipping and sales.
  • Marketing Company Era: Sell what the consumer wants, and is socially acceptable. Develop plans to guide the direction of the company long-term.

• Marketing Ideas vs. Production Oriented Ideas
  
  • Marketing
    
    • Make what you can sell
    • Think about the needs and satisfaction of your target consumer
    • Watch for new opportunities
    • Think of ways to bring existing customers back
    • Work to build relationships with customers
  • Production Oriented Ideas
    
    • Sell what you can make
    • Think of ways to cut costs
    • Focus on product features
    • Focus on selling vs. coordination with other departments, such as PR
• I am just as nerdy as I was in college.

Next Class: July 6, 2010