Download Management en Organisatie voor musici

Conservatory Utrecht,
Friday September 23, 2011 from 10.00-11.30
Who am I and how can you
reach me?
 Ingmar Leijen
 Email: [email protected]
 Telephone: 020 598.61.84
What do you have to do to pass
this course?
 Course is in two parts:
 first part (7 lessons) bachelor and master
 second part only master
 Being present is obligatory
 Make worksheets from reader
 For master-students: examination of second part still
to be announced
Schedule first period
23/9 What is marketing?
30/9 SWOT analysis, Strategy
7/10 consumer behavior
14/10 marketing mix price, place
28/10 product, promotion
4/11 Putting it all together
11/11 Practical stuff
Literature
 What´s my Plan
 http://www.ozco.gov.au/arts_resources/publications/
whats_my_plan/
 Download it for free, and print it for yourself.
 You can also buy it at the administration, but there are
for now only 23 copies.
What is marketing?
Marketing is a process in which we
trade something we have for
something we want
 Marketing is keeping in mind the needs of the
customer (and of course your own needs)
 Product is a solution for a need
 Exchange means your needs and the needs of the
customer
 What is your product?
 How do you add value for your customer?
Development of marketing
Product driven
Production driven
Selling driven
Marketing
Environmental marketing
What’s your marketing attitude?
 Do you think of your audience when you compose a
concert program?
 Do you make plans? Do you write things down?
 How do you set your price?
 Do you make publicity?
Marketing instruments
 Price
 Place
 Product
 Promotion
 Personnel
 Process
 Physical environment
Marketing plan
 Mission: (your ultimate goal..)
 Situation-analysis, internal en external
 Strategy, market segmentation
 Marketing instruments (4 to 8 P´s)
 Action plan
 Evaluation: “What if…” plan
Marketing plan as in the book
 Current situation
 Mission and vision
 Description of your activities
 Analysis of operating environment
 Market analysis
 SWOT analysis
 Product analysis
 Competition analysis and -strategy
 Networking and people skills analysis
 Marketing goals, objectives and strategies
 Action Program
 Resource requirements
 Timeframe
 Staffing
 Activities
Strategy:
 Alice: Would you tell me, please, which way I ought to
go from here?
The Cat: That depends a good deal on where you want
to get to
Alice: I don't much care where.
The Cat: Then it doesn't much matter which way you
go.
Alice: …so long as I get somewhere.
The Cat: Oh, you're sure to do that, if only you walk
long enough.
What do you want to achieve in
your life?
 Write down for 3 minutes everything you can think of.
What do you want to do the
next three years?
 Write down for 3 minutes everything you can think of.
What would you do if you knew you were
struck by lightning in 6 months time
(deadly…)
 And again: Write down for 3 minutes everything you can
think of.
Step 2: Analysis
 Micro, (Meso) Macro environment
 Micro environment
Everything you can influence
 Meso Environment (everything around you can influence a little bit

 Macro environment

No influence: politics, demographics, economics, societal, ecology
External environment: macro
and meso
 What are the most important trends according to you?
 Demographics
 Economics
 Politics
 Ecology
 Social/juridical
 Technological
 Culture
 Competition
 Where do you find your information?
 Impact-analysis
Summary:
 Marketing is thinking in needs/wants
 Marketing needs planning: strategy
 Strategy needs analysis
 Analysis needs information
 Macro Meso Micro environment information
put together in a SWOT analysis
Next week:
 Read the book up to 2.6
 Fill out the exercises and worksheet 1