1. Gold Workshop 09/2003 Barcelona Gerald Anleitner, ieee.org/gold/germany IEEE's GOLD in Region 8 IEEE GOLD 101 Strategic Management 101 Marketing 101 Marketing Tutorial Advertising 101 & Tutorial Today's lessons:

2. Gold Workshop 09/2003 Barcelona Gerald Anleitner, ieee.org/gold/germany IEEE GOLD 101 Strategic Management 101 Marketing 101 Marketing Tutorial Advertising 101 & Tutorial Today's lessons:

3. Gold Meeting 09/2003 in Barcelona Gerald Anleitner, ieee.org/gold/germany IEEEs View: Golds Mandate To offer programs and services to and about graduating students, recent graduates and young engineers.

4. Gold Meeting 09/2003 in Barcelona Gerald Anleitner, ieee.org/gold/germany IEEEs View: GOLDs Committee GOLD Committees should be composed (largely but not exclusively) of and for recent graduates. Where there are sufficient numbers of volunteers, committees can and should be established, i.e. for events, membership, publicity. GOLD reporting will follow the format already used in other Section-based Committees.

5. Gold Meeting 09/2003 in Barcelona Gerald Anleitner, ieee.org/gold/germany IEEEs View: GOLDs Mission The GOLD program has been established to provide the framework and tools for the Sections use in retaining recent graduates. By identifying those who make up this affinity group, determining their needs and expectations, and acting to meet those needs and expectations, the goal of GOLD is to add such value to the IEEE membership that the recent graduate finds it to be an indispensable professional tool.

6. Gold Meeting 09/2003 in Barcelona Gerald Anleitner, ieee.org/gold/germany GOLD Program Suggestions

7. Gold Meeting 09/2003 in Barcelona Gerald Anleitner, ieee.org/gold/germany IEEE GOLD 101 Strategic Management 101 Marketing 101 Marketing Tutorial Advertising 101 & Tutorial Today's lessons:

8. Gold Meeting 09/2003 in Barcelona Gerald Anleitner, ieee.org/gold/germany The Company Customer Product Employees survival

9. Gold Meeting 09/2003 in Barcelona Gerald Anleitner, ieee.org/gold/germany The Company Shareholder value Stakeholder value People value Customer value

10. Gold Meeting 09/2003 in Barcelona Gerald Anleitner, ieee.org/gold/germany Strategic Management Strategy A strategy lets you express how your available and potential strenghts can be used to achieve a change in your business environment or how to react to changes in your business environment.

11. Gold Meeting 09/2003 in Barcelona Gerald Anleitner, ieee.org/gold/germany Pyramid Vision Mission Statement Operative Goals Concrete Actions

12. Gold Meeting 09/2003 in Barcelona Gerald Anleitner, ieee.org/gold/germany How to act Analysis Strategic Vision Programs of Action Controlling of Actions

13. Gold Meeting 09/2003 in Barcelona Gerald Anleitner, ieee.org/gold/germany Business Plan What is the subject of our business? Which markets do we act on? With which service do we want to act on which markets? How can we connect to/contact the market? What are our advantages in the market, where is the advantage for our customers and who are our competitors? What is our aim? How do we want to achieve those aims?

14. Gold Meeting 09/2003 in Barcelona Gerald Anleitner, ieee.org/gold/germany So why am I telling this to you? Economics (or especially: strategic management and marketing) has developed a whole set of instruments that support the process of building up a strategy, definingy key issues of a business unit and lead it to success (or survival...) Advertising has developed methods that lead to creative and innovative means of expressing ideas and presenting products It is fun to walk on new ways and that's what we're doing now Engineers need to know how economists to trick them (but this is more related to controlling and accounting)

15. Gold Meeting 09/2003 in Barcelona Gerald Anleitner, ieee.org/gold/germany I still don't understand! IEEE Gold is our strategic business unit. We are now going to define a strategy for GOLD by using methods of marketing and strategic management. This strategy should lead to concrete goals that we will try to fulfill in her/his home environment. A follow-up of this will be the Region 8 GOLD congress 2004 in Passau. This is an experiment. It can lead to a new way of looking and acting GOLDy in Region 8 and we can be part of it.

16. Gold Meeting 09/2003 in Barcelona Gerald Anleitner, ieee.org/gold/germany IEEE GOLD 101 Strategic Management 101 Marketing 101 Marketing Tutorial Advertising 101 & Tutorial Today's lessons:

17. Gold Meeting 09/2003 in Barcelona Gerald Anleitner, ieee.org/gold/germany That's Marketing Planning, Coordination and Control of T-Shirts, Pens and Coffee Mugs Where the cute girls work Once a week/month, they're producing the company newsletter If they're good, they might offer templates for powerpoint presentations and word documents They tell you what should be written in your e-mail's signature

18. Gold Meeting 09/2003 in Barcelona Gerald Anleitner, ieee.org/gold/germany That's Marketing Planning, Coordination and Control of all corporate acitivities targeted towards current and potential markets Application of marketing instruments to reach defined marketing goals Philosophy and Leadership Concept of a Company Orientation of the whole organizational structure towards the customer Study of decision processes

19. Gold Meeting 09/2003 in Barcelona Gerald Anleitner, ieee.org/gold/germany Modern Marketing includes: The Company's Management does not center around the product, but on the problems, desires and needs of current and potential customers Marketing reports on activities of the customers and of competitors Successfull marketing includes responsiveness towards the market. This includes market segmentation through defined criteria.

20. Gold Meeting 09/2003 in Barcelona Gerald Anleitner, ieee.org/gold/germany Integrated Marketing Optimal fulfillment of customer needs and benefit for the company, society and environment Regarding coporate strategy: Orientation towards middle- and long-term survival of the company Regarding corporate structure: A network- oriented and decentral planning and the overcoming of hierarchies with teamwork and extension of tasks

21. Gold Meeting 09/2003 in Barcelona Gerald Anleitner, ieee.org/gold/germany Marketing Topics Analysis of Competitors & Benchmarking Portfolio Analysis Analysis of Strengths and Weaknesses Decide on strategic and operative aims Customers and Market Segmentation Communication policy Controlling

22. Gold Meeting 09/2003 in Barcelona Gerald Anleitner, ieee.org/gold/germany Basics of Marketing: Market Research Monitoring of the Market Research of Customer Activity Customer Surveys Statistics Politics Sociology

23. Gold Meeting 09/2003 in Barcelona Gerald Anleitner, ieee.org/gold/germany Our process Market Segmentation (Customers) SWOT Analysis (Current Situation) Product Definition (Dream away...) Marketing Mix (Combining results) Channel Diagrams (Final steps...) optional: ABC- and Portfolio-Analysis Implementation & Action Controlling

24. Gold Meeting 09/2003 in Barcelona Gerald Anleitner, ieee.org/gold/germany Market Segmentation Approximate costs of market reach Minimize spreading loss Better customer satisfaction Gain market advantages Specific measures Criteria Structure Technical Individual

25. Gold Meeting 09/2003 in Barcelona Gerald Anleitner, ieee.org/gold/germany Market Segmentation IEEE Engineering Management Society Germany Experience Membership Status Student MemberIEEE Members (Gold, Tec. Soc.) Students EMS Members in management positions EMS Student Member IEEE Members in management positions Professionals in management positions Professionals XX X X

26. Gold Meeting 09/2003 in Barcelona Gerald Anleitner, ieee.org/gold/germany Market Segmentation: Gold Region 8 It's your turn now!

27. Gold Meeting 09/2003 in Barcelona Gerald Anleitner, ieee.org/gold/germany Market Segmentation: Gold Region 8 Membership Status Student Member Students Experience Post-Grads, Young Pros Professionals Student Member, Young Full Member Full Member

28. Gold Meeting 09/2003 in Barcelona Gerald Anleitner, ieee.org/gold/germany SWOT Analysis SWOT is an integrated measurement method regarding strenghts, weaknesses, opportunities and threats Influencing factors are grouped In general, a control system should be established that continually checks for changes and reacts to it

29. Gold Meeting 09/2003 in Barcelona Gerald Anleitner, ieee.org/gold/germany SWOT Analysis StrengthsWeaknesses OpportunitiesThreats Technological Competence Good Image Financial Resources Employees Loyal Customers Unclear Strategic Direction Few Market Knowledge Missing Special Competence Expensive Transactions High Cost New Market/Segment Extension of Products Integration Lazy Competitors Cooperations Law and Politics New Competitors and Products Stagnating Market Change in Customer Habits New Channels of Distribution

30. Gold Meeting 09/2003 in Barcelona Gerald Anleitner, ieee.org/gold/germany SWOT Analysis GOLD It's your turn now!

31. Gold Meeting 09/2003 in Barcelona Gerald Anleitner, ieee.org/gold/germany SWOT Analysis GOLD StrengthsWeaknesses OpportunitiesThreats World-wide network Open-Mindedness Established means of Comm. and Infrastructure Great Website Lack of local structures Activation of members No official status Only volunteers Sole entity on the market (?) Existing membership base Broad potential membership base (Student Members) Is there a need for it?

32. Gold Meeting 09/2003 in Barcelona Gerald Anleitner, ieee.org/gold/germany The Product Extended Product Formal Product Core Product

33. Gold Meeting 09/2003 in Barcelona Gerald Anleitner, ieee.org/gold/germany The Product: Lawn-Mower Cuts grass Guaranteed even lenght Defined height Fast Low fuel consumption High quality Free delivery Introduction classes 2 years warranty

34. Gold Meeting 09/2003 in Barcelona Gerald Anleitner, ieee.org/gold/germany The Product: GOLD It's your turn now!

35. Gold Meeting 09/2003 in Barcelona Gerald Anleitner, ieee.org/gold/germany Marketing Mix Product Mix Distribution Mix Communication Mix Price Mix Quality, Variety, Service, Brand PR, Private Sale, Sales Support, Adverising Price, Rebate, Reductions, Credit Sales Channels, Warehouse, Transport, Delivery Duration

36. Gold Meeting 09/2003 in Barcelona Gerald Anleitner, ieee.org/gold/germany Strategic Business Units Customer Group Customer Expectations Product Groups Techno- logies Comm. Channels 1. Define parameters 2. Write down possible values 3. Decide on the optimal combination of values

37. Gold Meeting 09/2003 in Barcelona Gerald Anleitner, ieee.org/gold/germany Customer Billing Systems Customer Group Product Groups Techno- logies Comm. Channels Telecoms ISPs Large Companies Cable network prov. WLAN prov. ASPs Quick Integra. Stability Low effort regard. operations Easy interface programming Easy Usage Cheap Fast Out-of-the-box Libraries New developm. Listener Probe Database Oper. Syst. Prog. Lang. Distribution Interface Architecture Mailings Trade Fairs Phone Conferences Customer Expectations

38. Gold Meeting 09/2003 in Barcelona Gerald Anleitner, ieee.org/gold/germany Marketing Tools: ABC-Analysis Tool to classify tasks/things regarding their importance Define balance points to use time and means efficiently GroupEffortAchievmentDegree ofImportance of ObjectivsEfficiency A5-20%70-80%highhigh B20-50%20-30%mediummedium C50-80%5-20%lowlow

39. Gold Meeting 09/2003 in Barcelona Gerald Anleitner, ieee.org/gold/germany Marketing Tools: Portfolio Analysis Attractive on Market Strong in Competition Hold Expand Milk Leave Low High

40. Gold Meeting 09/2003 in Barcelona Gerald Anleitner, ieee.org/gold/germany GOLD: A Strategic Business Unit It's your turn now!

41. Gold Meeting 09/2003 in Barcelona Gerald Anleitner, ieee.org/gold/germany GOLD: A Strategic Business Unit Customer Group Product Groups Techno- logies Comm. Channels Students Young Pro- fessionals IEEEs up to tenth year of membersh. Former SB members Docs & PostDocs Orientation within IEEE Orientation within job Career International Contacts Education Fun Company visits Talks Educational offers Regular Meetings International Acitivities Research Networking Discussions Virtual Communities Presentation Web Mailing lists Snail Mail Presentations at workshops, conferences Word of Mouth GermaNews, Region8 News Customer Expectations

42. Gold Meeting 09/2003 in Barcelona Gerald Anleitner, ieee.org/gold/germany Implementation & Action Who? Interested GOLD groups of region 8 When? From now until GOLD Congress 2004 What? See foregoing slide.

43. Gold Meeting 09/2003 in Barcelona Gerald Anleitner, ieee.org/gold/germany Controlling & PR Reports on a two-monthly basis Monthly meetings via online chat (MSN) Usage of Virtual Community for information exchange Publish Best-Practices and Success-Stories in the Region 8 Newsletter and beyond Prepare a Strategy Paper to present at IEEE- centred congresses world-wide

44. Gold Meeting 09/2003 in Barcelona Gerald Anleitner, ieee.org/gold/germany IEEE GOLD 101 Strategic Management 101 Marketing 101 Marketing Tutorial Advertising 101 & Tutorial Today's lessons:

45. Gold Meeting 09/2003 in Barcelona Gerald Anleitner, ieee.org/gold/germany Communications Who says What When How Where To whom With which impact? Sender Message Time Way Location Target Group Sucess

46. Gold Meeting 09/2003 in Barcelona Gerald Anleitner, ieee.org/gold/germany The Copy-Strategy Content of each Briefing at an Advertising Agency Target group: avoid cognitive dissonance Positioning: expensive-cheap, new-old Benefit: main advantage (really???) Reason why (Explanation of the Benefit) Tonality (young, fresh, elegant)

47. Gold Meeting 09/2003 in Barcelona Gerald Anleitner, ieee.org/gold/germany Morphological Matrix Words, Letters Music Instruments Music Africa, Geograph. Africa, Symbols Africa, Animals Africa, Patterns

48. Gold Meeting 09/2003 in Barcelona Gerald Anleitner, ieee.org/gold/germany The Clicking-Questions Number of statements/questions which help in finding a surprising edge of a product or idea you want to advertise Creates great ideas or tv/cinema spots, newspapers adds, promotions or events Define your target in advance Strictly separate idea search from idea evaluation

49. Gold Meeting 09/2003 in Barcelona Gerald Anleitner, ieee.org/gold/germany Click: Without words

50. Gold Meeting 09/2003 in Barcelona Gerald Anleitner, ieee.org/gold/germany Click: Combine & Connect

51. Gold Meeting 09/2003 in Barcelona Gerald Anleitner, ieee.org/gold/germany Exaggeration For more information on spaciousness...

52. Gold Meeting 09/2003 in Barcelona Gerald Anleitner, ieee.org/gold/germany Clicking Repeat and Number Turn around 180° Omit and Indicate Paradox Provocate & Shok Time Change of Perspective Parody Reframing Symbols & Signs Invite to play History of Product Absurd & Surreal Change the product Alternate usage Word play Metaphor & Analogy Blow the frame

53. Gold Meeting 09/2003 in Barcelona Gerald Anleitner, ieee.org/gold/germany IEEE GOLD 101 Strategic Management 101 Marketing 101 Marketing Tutorial Advertising 101 & Tutorial Today's lessons: FINALLY

54. Gold Meeting 09/2003 in Barcelona Gerald Anleitner, ieee.org/gold/germany Tomorrow: Balanced Scorecard Visualizing different, but equally important goals of corporate success Instrument to measure achievment of those goals

55. Gold Meeting 09/2003 in Barcelona Gerald Anleitner, ieee.org/gold/germany Tomorrow: Balanced Scorecard Finance Customer Operations Employees Vision Strategic Aim Controlling Actions