Assignment:
The final in the CMO essay trio draws upon the ideas put forth by successful entrepreneurial evangelist, ‘Shark' Daymond John. In response to specific questions, incorporate the lessons of this book and the author's 'SHARK Points.' You will also be asked for takeaway insights for your future professional pursuits. Concepts from the Lodish text as reinforce your thesis should also be referenced.
1. SHARK Points: Pick three (3) of the author/coach's favorite quotes as inspired or motivated this semester, or otherwise provided clarity about the rewarding life of an entrepreneurial marketer. Relate each to how they have informed your TVP project and/or your goals for this summer (internship or employment).
2. Defining Success: Daymond John reviews several journeys of start-up business owners, mostly those that became unstuck, dug in deep and improved their prospects. Pick one 'Power of Broke' business owner profile whose story you found particularly relevant, inspirational or cautionary. Offer a brief essay (2-3 paragraphs) that reviews this story as if the reader audience was meeting him/her for the first time. Make sure to update the story by doing additional research about the business. What did you learn from their story that you will take forward? What notable accomplishments or milestones have occurred since Daymond John profiled them as a case study in his book? This is a multi-part question.
3. Power of Broke Student Course: Daymond John has been expanding his media platform to further diversify his brand portfolio and grow revenue, to include the release of his latest book this past January. Go online to familiarize yourself with his media educational empire and many self-branded marketing products. He is far from alone: from Forbes to Inc. among many business gurus, media organizations use branded conferences and coursework as channels to court customers for paid education and consultation services. Do you feel there would be value in an online course or podcast created by Daymond John that is directed to college students? Why or why not? If you could have a published expert whose credentials as an early-stage business owner or respected influencer would benefit entrepreneurial marketing students, who would that be? Please write a 1-2 paragraph description of the course as you would design it as would share their unique experience. Include pricing of the product portfolio and what you and your friends would be willing to pay for as reported through a survey that you administer.
4. Gen Z v Millennials: Marketing successfully requires that you understand and can speak the language of your target customers and their influencers. Having 'street cred' was a key formula of Daymond John's earliest success. You are the CMO of an employer that is concerned about recruitment and retention of its workforce, looking into the pipeline of Gen Z and Millennial employees. Identify your generational group. Complete this chart for both demographics as will permit a comparison of the values, desires and filters that researchers have determined influence worker loyalty and consideration of an employer. Footnote your sources. Does this provide you with an accurate snapshot of you as an employee or manager? Will these insights in any way influence your job search (whether internship or permanent).
Trait + Value Gen Z Millennial
Collaboration
Job Stability
Work Ethic
Respect for Authority
Patience for Change
Leadership
Communication Style
5. Employer Communication: As a second part to Sec. 4 (above) and in your role as the employer's CMO, offer your counsel as to how an employer must engage these employees (from both demographics) in ways that will accomplish the best possible outcomes: technology fluency, curiosity, loyalty, evangelism and worth ethic.
6. BONUS: Nonprofit Marketing. Budgets are smallest when you are a donor-driven, notfor-profit organization. It's one of the reasons that nonprofits recruit experts to working committees and board service, when doing so will fortify specific skill sets (like marketing) and donor reach. Volunteerism for most students begins in high school in preparation for college applications. Using a nonprofit organization (can be a CBO, NGO or charity) with which you have personal familiarity, you are asked to introduce your chosen organization, include an overview of its purpose, its geographic and demographic profile and any recent changes, e.g., expansion, merger, rebranding. Applying the principles of our course books, recommend two (2) new marketing efforts that would benefit the organization in a meaningful way, indicating the estimated cost and labor resources to execute each, and the means by which you would measure the impact after a specific timeframe. This is a multi-part question