Kaplan University MBA, Marketing Management

1. Cathie Tedrick
Personal Marketing Plan
Kaplan University
School of Business and Management
GB530 Marketing Management
January 11, 2011

2. Vision
a. Strategic Intent
• Work for a not-for-profit association or state agency that helps
improve partnerships, increase participation, and promote the
organizations successes.
• In the communications field providing marketing, public
relations, communications and association promotion.
b. Desired Company and Job
• Washington State agency, such as Department of Health
• Marketing and Promotions Manager

3. Marketing Summary
a. SWOT Analysis
Strengths
1) Creative
2) Critical thinker
3) Reliable; meets deadlines
Weaknesses
1) Expect same high standards I put on myself for all team members
2) Hard time delegating work to others
3) Quick thinker; impatient with those who have to “mull things over”
Opportunities
1) New message development/framing; developing web site & social
media
2) Develop communications and graphic standards, and branding
3) Improve media and public relations
Threats
1) Competition has more experience in a specific area where I am lacking
2) Competition has more management experience
3) Supervisor doesn’t allow job growth opportunities in current job

4. Marketing Summary (continued)
b. Competition
Product – Communication professional with over 20 years
experience; more marketing experience
Price – Willing to take less money for the same job; more flexibility in
work hours and with traveling
Place – Brings more experience and knowledge in specific areas
Promotion – Interviews better; better self-salesmanship
c. Core Competency
Marketing management

5. Positioning Statement
a. Two words or phrases that are related to the skills and/or
knowledge I would like to offer to the market:
1) Extensive experience managing a communications program and
developing education, outreach and promotional plans.
2) Demonstrated writing skills with the ability to creatively
communicate complex information in a clear and concise manner.
b. Two words or phrases that identify personal traits I would bring
to the job market :
1) Excellent organizational skills and attention to detail.
2) Productive work skills – both independently and in a team – and
am dependable, responsible and able to meet deadlines
successfully.

6. Marketing Mix
a. Product
– Creative and multitalented communications professional with
extensive experience in writing, print and web design, and social
media.
– Innovative creator of effective promotional strategies, educational
campaigns and marketing plans.
– Experienced with concept development, team coordination, and
project management.
– Exceptional collaborative and interpersonal skills with well-
developed written and verbal communication abilities.
– Dynamic team player with ability to work with people from all
backgrounds, experiences and status.
– Proficient in managing program budgets and contracts.

7. Marketing Mix (continued)
b. Price

8. Marketing Mix (continued)
c. Place
– Geographical
» South Puget Sound area for next five and ½ years
» Open to expanding to the I-5 corridor after children grown
– Distribution channels
» Two direct channels
Careers.wa.gov – State of Washington
CareerBuilder.com
» Two indirect channels
- Olympia Communicators Group helps communication professionals
and employers connect.
- Former colleague who owns a business that works with lots of
different associations and can help me get my name out there.

9. Marketing Mix (continued)
d. Promotion
• Show quality of work and creativity by sharing with the potential
employer a portfolio of previous marketing, outreach and
communication materials developed.
• Submit several letters of recommendations from key
employers, such as the Union President, a Senator I worked
for, and my recent supervisor which shows a history of good
working relationships.
• Create a PowerPoint presentation that highlights my career and my
achievements at each of my former positions to highlight my public
speaking abilities.
• Highlight my expertise in using social media to share key
messages.
• Provide writing samples from each of my previous positions that
shows creative and effective messaging.

10. Implementation
– Next Steps in Next Quarter
• Continue with MBA by taking Global Economics
– Next Steps in Next 6 Months
• Take promotion within current program that includes
more marketing work
– Next Steps in 1 Year
• Complete MBA with specialty in Marketing
– Next Steps in 5 Years
• Complete current project position
• Apply for and be offered Marketing position

11. References
Fast Company. (2009). The brand called you. Retrieved December 2010, from
http://www.fastcompany.com/magazine/10/brandyou.html
Kotler, P., & Keller, K.L. (2009). Marketing management (13th ed.). Upper Saddle
River, NJ: Pearson Prentice Hall.