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Prof. Andrés Musalem

Prof. Andrés Musalem. Marketing Practicum: Response and Proposals. Agenda. Directed Phone Interviews Managing your team Team Structure Final Points Team Responses to Clients. Directed Interviews. Who?

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Prof. Andrés Musalem

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  1. Prof. Andrés Musalem Marketing Practicum: Response and Proposals

  2. Agenda • Directed Phone Interviews • Managing your team • Team Structure • Final Points • Team Responses to Clients

  3. Directed Interviews • Who? • An executive at the client, a supplier, a customer, an industry expert, a competitor. • Why not just reading books, articles, reports? • Sometimes the information you need is in someone else’s head (e.g., customers).

  4. Directed Interviews • How would you plan a successful interview? • Goals: the three key pieces of information you’d like to learn about. • Writing an interview guide (script): • Introduction. • The questions. • The order: from more general and easier to more specific and sensitive. • Questions you know the answer to? • Anything else the interviewee would like to tell us?

  5. Directed Interviews • Execution: • Have your client set up the meeting. • Upfront: Indicate who you are and what you are doing. • Interview in pairs. Why? • Always take notes and show interest. • What’s better: multiple choice or open ended? • Listen and paraphrase: repeat their own words. Why? • Opportunity for interviewee to correct or add more information. • Sometimes, it might help to let the silence hang.

  6. Directed Interviews • A few additional tips: • Ask if there is someone else you should contact. • Close with thanks and ask if you might call back later • Write a thank you note.

  7. Managing your team • Now is the time to think broad. • Learn about your client’s goals and constraints. • By the week after Thanksgiving, your project goals should be focused enough to assign clear tasks • Most assignments should go to overlapping pairs of team members. Why?

  8. Team Structure • Discipline of regular weekly meetings • I’ll participate in several of your weekly telephone meetings with your client. • Contact me if something is not going well • Free riders will not be tolerated.

  9. Final points • You represent Duke University and your client. • You have a real opportunity to change the status quo: • This is NOT a retrospective case analysis! • Success is not fully measured by whether the client accepts your ideas • Recommendations based on a realistic and solid understanding of the client’s problem.

  10. Marketing Practicum ProjectsTeam Responses • 1:30-2:05: Carolina F., Carolina J., Hertantya, Rebecca, Silvana. • 2:10-2:35: Criss, Jessica, Kara, Rodnei and Sonya. • 2:50-3:15: Brian, Jolynn, Karen, Meleata, Sam and Tristan. • 3:20-3:45: Ericka, Emily, Jacqueline, Jessica, Meredith.

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