1. Conservatory Utrecht, Friday September 23, 2011 from 10.00-11.30

2. Who am I and how can you reach me? Ingmar Leijen Email: i.j.c.leijen@vu.nl Telephone: 020 598.61.84

3. 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

4. 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

5. Literature What´s my Plan http://www.ozco.gov.au/arts_resources/publications/ whats_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.

6. What is marketing?

7. 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?

8. Development of marketing Product driven Production driven Selling driven Marketing Environmental marketing

9. 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?

10. Marketing instruments Price Place Product Promotion Personnel Process Physical environment

11. 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

12. 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

13. 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.

14. What do you want to achieve in your life? Write down for 3 minutes everything you can think of.

15. What do you want to do the next three years? Write down for 3 minutes everything you can think of.

16. 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.

17. 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

18. 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

19. 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

20. Next week: Read the book up to 2.6 Fill out the exercises and worksheet 1