MARKETING COMMUNICATIONS - Squarespacestatic.squarespace.com/.../1408301827420/marketing_communications.pdf · The Marketing Communications Team Decision Making Event is a case study

2013 SAMPLE CASE STUDIES

MARKETING COMMUNICATIONS

AS USED IN DECA’STEAM DECISION MAKING EVENTS

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Marketing Communications

Team Decision Making Event

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Published 2013 by DECA Images. Copyright © 2013 by DECA Inc.

No part of this publication may be reproduced for resale without written permission from the publisher.

Printed in the United States.

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Marketing CommunicationsTeam Decision Making Event

TABLEOFCONTENTS

Introduction .....................................................................................................................3 Competitive Events Case Study #1 ............................................................................................................5 Case Study #2 ..........................................................................................................10 Case Study #3 ..........................................................................................................15

INTRODUCTION

This publication is designed to assist DECA members and their local chapter advisors in preparing for DECA’s Team Decision Making Events in the fields of Business Law and Ethics, Buying and Merchandising, Financial Services, Hospitality Services, Marketing Communications, Sports and Entertainment Marketing or Travel and Tourism Marketing. This document will be useful in preparing students for local, state and international competition by familiarizing them with the format, structure and evaluation tools used in international competition. This series of events is presented as an example of the types of case studies in which a team might expect to participate at the International Career Development Conference. The competitive events found herein, however, are not representative of all performance indicators that the students may be expected to demonstrate on the national level. A complete list of performance indicators upon which the events are written is available online at http://www.deca.org/competitions/2/.

OVERVIEWOFEVENT

The Marketing Communications Team Decision Making Event is a case study event in a role-play format. Team members are given a real-world, decision-making case study situation involving marketing functions that inform, remind or persuade a target market of ideas, experiences, good/services and/or images.

The two members of the team study the situation and organize their analysis. The team will then make an oral presentation to the judge assuming the role of an executive for the business represented.

Team members also take a written exam testing knowledge specific to marketing communications. Previous exam questions can be purchased through DECA Images at www.deca.org/shop.

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SUGGESTIONS

Prepare MentallyCompetitors should get sufficient sleep the night before competition so that they will be mentally alert and able to concentrate on the case study.

Dress AppropriatelyProfessional dress should be worn to all conference sessions. Competitors must wear an official DECA blazer during interaction with the judges.

Follow the Program AgendaLocate the event room beforehand and arrive at the site early enough to be acclimated to the environment, relaxed, etc. Competitors must be on time for each event.

Use Preparation Time WiselyCompetitors should take advantage of the time provided for each activity of the event. During the written test, competitors should think through each item completely and carefully while gauging the time appropriately. If time allows, recheck the answers. While preparing for the case study presentation, competitors should use all the time allotted constructively.

Performance IndicatorsWhen teams approach the case study situation, they are given a list of seven performanceindicators(PIs). These are tasks or competencies the team must demonstrate as they accomplish the specific industry-oriented task. Theywillbeevaluatedonthespecificperformanceindicatorslistedfortheevent. Lists of performance indicators are available on DECA’s Web site at http://www.deca.org/competitions/2/.

Performance indicators are bits of the curriculum, such as “Identify a target market,” or “Identify the elements of a promotional mix,” or “Explain the principles of supply and demand.”

Although they are quite specific, performance indicators are organized under broader topics called instructionalareas. You will recognize instructional areas as units of the marketing education curriculum, such as selling, promotion, economics, distribution, pricing, marketing information management, financial analysis, product / service management, communication skills, and operations.

To have the best chance in competition, teams must focus on the performance indicators.

For more tips and suggestions, please refer to the Everything You Wanted to Know About Team Decision Making Events, An Instructor’s Guide available for purchase through DECA Images (catalog code TDMIG)

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CAREERCLUSTERMarketing

INSTRUCTIONALAREAPromotion

MARKETINGCOMMUNICATIONSTEAMDECISIONMAKINGEVENT

PARTICIPANTINSTRUCTIONS

• The event will be presented to you through your reading of the General Performance Indicators, Specific Performance Indicators and Case Study Situation. You will have up to 30 minutes to review this information and prepare your presentation. You may make notes to use during your presentation.

• You will have up to 10 minutes to make your presentation to the judge (you may have more than one judge), followed by up to 5 minutes to answer the judge’s questions. All members of the team must participate in the presentation, as well as answer the questions.

• Turn in all of your notes and event materials when you have completed the event.

GENERALPERFORMANCEINDICATORS

• Communications skills—the ability to exchange information and ideas with others through writing, speaking, reading or listening

• Analytical skills—the ability to derive facts from data, findings from facts, conclusions from findings and recommendations from conclusions

• Production skills—the ability to take a concept from an idea and make it real• Teamwork—the ability to be an effective member of a productive group• Priorities/time management—the ability to determine priorities and manage time commitments• Economic competencies

SPECIFICPERFORMANCEINDICATORS

• Explain communications channels used in public-relations activities. • Identify types of public-relations activities. • Discuss internal and external audiences for public-relations activities. • Explain the nature of a promotional plan. • Coordinate activities in the promotional mix. • Describe factors used by marketers to position products/services. • Reinforce service orientation through communication.

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CASESTUDYSITUATION

You are to assume the role of marketing consultants for FAMILY FIRST DENTISTRY, a new dental practice in a medium sized city. The head of the dental practice (judge) has asked you to create a promotion plan for a public relations event planned for the grand opening of the practice.

FAMILY FIRST DENTISTRY is the first new dental practice to open in the area in over twenty years. Not only is the practice new, but some of the dentists working at the practice are new to the area, as well. The practice will employ a good mix of new and old residents of the community. The head of the practice (judge) is nervous that people in the area will be hesitant of using FAMILY FIRST DENTISTRY given the unknowns. The head of the practice (judge) knows that for the dental practice to be a success, customers need to trust its services and be willing to switch from their current dentist to FAMILY FIRST DENTISTRY.

To celebrate the grand opening of FAMILY FIRST DENTISTRY, the head of the practice (judge) has planned a public relations event that will benefit the community. During the first week of operation, FAMILY FIRST DENTISTRY will offer free dental cleanings to all children ages 5-13. The head of the practice (judge) feels that offering this free service to the public will generate goodwill for FAMILY FIRST DENTISTRY in the community.

The head of the practice (judge) has hired you to develop a promotional plan for the public relations event. The head of the practice (judge) wants you to determine what information to include and not include in the promotion and the best communication channels to use.

You will present the promotion plan to the head of the practice (judge) in a meeting to take place in the head of the practice’s (judge’s) office. The head of the practice (judge) will begin the meeting by greeting you and asking to hear your ideas. After you have presented the plan and have answered the head of the practice’s (judge’s) questions, the head of the practice (judge) will conclude the meeting by thanking you for your work.

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JUDGE’SINSTRUCTIONS

You are to assume the role of the head of FAMILY FIRST DENTISTRY, a new dental practice in a medium sized city. You have hired marketing consultants (participant team) to create a promotion plan for a public relations event planned for the grand opening of the practice.

FAMILY FIRST DENTISTRY is the first new dental practice to open in the area in over twenty years. Not only is the practice new, but some of the dentists working at the practice are new to the area, as well. The practice will employ a good mix of new and old residents of the community. You are nervous that people in the area will be hesitant of using FAMILY FIRST DENTISTRY given the unknowns. You know that for the dental practice to be a success, customers need to trust its services and be willing to switch from their current dentist to FAMILY FIRST DENTISTRY.

To celebrate the grand opening of FAMILY FIRST DENTISTRY, you have planned a public relations event that will benefit the community. During the first week of operation, FAMILY FIRST DENTISTRY will offer free dental cleanings to all children ages 5-13. You feel that offering this free service to the public will generate goodwill for FAMILY FIRST DENTISTRY in the community.

You have hired marketing consultants (participant team) to develop a promotional plan for the public relations event. You want the marketing consultants (participant team) to determine what information to include and not include in the promotion and the best communication channels to use.

The marketing consultants (participant team) will present the promotion plan to you in a meeting to take place in your office. You will begin the meeting by greeting the marketing consultants (participant team) and asking to hear their ideas.

After the marketing consultants (participant team) have presented the promotion plan, you are to ask the following questions of each participant team:

1. Once we get clients in the door for the free kids’ cleaning, how do we keep them as customers?

2. Do you expect we’ll see negativity from the other dental practices in the area that have been around for years?

3. Why use a gimmick to gain clients instead of just relying on our professionalism?

Once the marketing consultants (participant team) have answered your questions, you will conclude the meeting by thanking them for their work.

You are not to make any comments after the event is over except to thank the participants.

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JUDGINGTHEPRESENTATION

Team members, assuming the role of a management team for the business represented, will analyze a case situation related to the chosen occupational area. The team will make decisions regarding the situation, and then make an oral presentation to the judge. The role of the judge is that of an executive for the business.

Participants will be evaluated according to the Evaluation Form.

Please place the name and identification number label on the Scantron sheet (unless it has already been done for you).

Participants will have a 30-minute preparation period and may make notes to use during the role-play.

During the first 10 minutes of the presentation (after introductions), the team will present their analysis, their decisions and the rationale behind the decisions. Allow the teams to complete this portion without interruption, unless you are asked to respond.

During the next 5 minutes, you may ask questions of the team to determine their understanding of the situation presented. Each member of each team should respond to at least one question. To ensure fairness, you must ask each team the same questions. After asking the standard questions, you may ask other questions for clarification specific to the current team.

After the questioning period, please thank the team and state that they will be notified of your decision soon. Then complete the Evaluation Form, making sure to record a score for all categories. The maximum score for the evaluation is 100 points. The presentation will be weighted at twice (2 times) the value of the exam scores.

A maximum score of “Exceeds Expectations” in any category means that, in your opinion, the information is presented effectively and creatively; nothing more could be expected of an employee.

A “Meets Expectations” rating means that the information is presented well. Though there may be a few minor problems or omissions, they are not significant. Creativity, however, is not shown to any great degree. A combined total score of 70 or better on the written and presentation sections will earn the participant team DECA’s Certificate of Excellence at the international conference.

A “Below Expectations” score means that the information presented does not meet minimum standards of acceptability.

A “Little/No Value” score means either that some major flaw has been noted that damages the effectiveness of the presentation (this may be a major omission, a serious misstatement or any other major flaw) or that the information presented is of no value (does not help the presentation at all).

We hope you are impressed by the quality of the work of these potential managers. If you have any suggestions for improving the event, please mention them to your series director.

We thank you for your help.

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JUDGE’SEVALUATIONFORMMTDM 2013

PERFORMANCEINDICATORS Little/No Below Meets Exceeds JudgedDIDTHEPARTICIPANT: Expectations Expectations Expectations Value ScoreDIDTHEPARTICIPANT:

1. Explaincommunicationschannelsusedinpublic-relationsactivities? 0-1-2-3 4-5-6 7-8 9-10 ________

2. Identifytypesofpublic-relationsactivities? 0-1-2-3 4-5-6 7-8 9-10 ________

3. Discussinternalandexternalaudiencesforpublic-relationsactivities? 0-1-2-3 4-5-6 7-8 9-10 ________

4. Explainthenatureofapromotionalplan? 0-1-2-3 4-5-6 7-8 9-10 ________

5. Coordinateactivitiesinthepromotionalmix? 0-1-2-3 4-5-6 7-8 9-10 ________

6. Describefactorsusedbymarketerstopositionproducts/services? 0-1-2-3 4-5-6 7-8 9-10 ________

7. Reinforceserviceorientationthroughcommunication? 0-1-2-3 4-5-6 7-8 9-10 ________

PRESENTATION8. Clarityofexpression 0-1 2-3 4 5-6 ________

9. Organizationofideas 0-1 2-3 4 5-6 ________

10. Showedevidenceofmaturejudgment 0-1 2-3 4 5-6 ________

11. Effectiveparticipationofbothteammembers 0-1 2-3 4 5-6 ________

12.Overallimpressionandresponsestothejudge’squestions 0-1 2-3 4 5-6 ________

TOTALSCORE________

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CAREERCLUSTER Marketing

INSTRUCTIONALAREACustomer Relations











• Explain the nature of positive customer relations. • Discuss the nature of customer relationship management. • Describe the use of technology in customer relationship management. • Demonstrate a customer-service mindset. • Identify company’s brand promise. • Demonstrate connections between company actions and results. • Explain the relationship between customer service and channel management.

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CASESTUDYSITUATION

You are to assume the role of marketing specialists for XYZ, a chic yet affordable retailer of apparel, textiles and housewares. The director of marketing (judge) has asked you to create brand-building communication that will be in addition to bi-monthly promotional emails.

XYZ has just over 400 physical store locations across the country and a successful website that accounts for 45% of sales. XYZ targets generations X, Y and Z, 18-45 year-old customers, by offering trendy and classic items at reasonable prices.

Twice a month, XYZ has sales or clearance specials that reduce prices on merchandise. Part of XYZ’S marketing consists of bi-monthly emails that promote these specials. Research has shown that the XYZ emails are effective and have led to an increase in online sales. The director of marketing (judge) would like to increase the frequency of emails being sent by XYZ. With only two promotions each month, the director (judge) would like the added emails to build the brand and the brand’s relationship with consumers.

The director of marketing (judge) has asked you to create examples of email communication that will be used to build the XYZ brand and the brand’s relationship with consumers. The director (judge) would also like your suggestions on integrating with other forms of communication.

You will present the examples of marketing communication to the director of marketing (judge) in a meeting to take place in the director’s (judge’s) office. The director (judge) will begin the meeting by greeting you and asking to hear your ideas. After you have presented your ideas and have answered the director’s (judge’s) questions, the director (judge) will conclude the meeting by thanking you for your work.

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You are to assume the role of director of marketing for XYZ, a chic yet affordable retailer of apparel, textiles and housewares. You have asked marketing specialists (participant team) to create brand-building email communication that will be in addition to bi-monthly promotional emails.

XYZ has just over 400 physical store locations across the country and a successful website that accounts for 45% of sales. XYZ targets generations X, Y and Z, 18-45 year-old customers, by offering trendy and classic items at reasonable prices.

Twice a month, XYZ has sales or clearance specials that reduce prices on merchandise. Part of XYZ’S marketing consists of bi-monthly emails that promote these specials. Research has shown that the XYZ emails are effective and have led to an increase in online sales. You would like to increase the frequency of emails being sent by XYZ. With only two promotions each month, you would like the added emails to build the brand and the brand’s relationship with consumers.

You have asked the marketing specialists (participant team) to create examples of email communication that will be used to build the XYZ brand and the brand’s relationship with consumers. You would also like suggestions on integrating with other forms of communication.

The marketing specialists (participant team) will present the examples of marketing communication to you in a meeting to take place in your office. You will begin the meeting by greeting the marketing specialists (participant team) and asking to hear their ideas.

After the marketing specialists (participant team) have presented the examples of marketing communication, you are to ask the following questions of each participant team:

1. How can we add new email addresses to our database?

2. How can we tell if the additional communication builds our brand?

Once the marketing specialists (participant team) have answered your questions, you will conclude the meeting by thanking them for their work.


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We thank you for your help.

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JUDGE’SEVALUATIONFORMMTDM2013


1. Explainthenatureofpositivecustomerrelations? 0-1-2-3 4-5-6 7-8 9-10 ________

2. Discussthenatureofcustomerrelationshipmanagement? 0-1-2-3 4-5-6 7-8 9-10 ________

3. Describetheuseoftechnologyincustomerrelationshipmanagement? 0-1-2-3 4-5-6 7-8 9-10 ________

4. Demonstrateacustomer-servicemindset? 0-1-2-3 4-5-6 7-8 9-10 ________

5. Identifycompany’sbrandpromise? 0-1-2-3 4-5-6 7-8 9-10 ________

6. Demonstrateconnectionsbetweencompanyactionsandresults? 0-1-2-3 4-5-6 7-8 9-10 ________

7. Explaintherelationshipbetweencustomerserviceandchannelmanagement? 0-1-2-3 4-5-6 7-8 9-10 ________

PRESENTATION

8. Clarityofexpression 0-1 2-3 4 5-6 ________





TOTALSCORE________

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CAREERCLUSTERMarketing

INSTRUCTIONALAREAMarketing











• Explain marketing and its importance in a global economy. • Describe marketing functions and related activities. • Explain customer/client/business buying behavior. • Demonstrate connections between company actions and results. • Explain the concept of market and market identification. • Explain the nature of corporate branding. • Describe factors used by businesses to position corporate brands.

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CASESTUDYSITUATION

You are to assume the role of marketing executives for SUREFIT, a popular national brand of vitamins, protein shakes and other health and fitness supplements. After low ROI (Return On Investment) from traditional television and print advertising, the CEO of SUREFIT (judge) has asked you to recommend an event sponsorship that would best fit the company.

SUREFIT consistently ranks second in the sale of the brand’s health and fitness supplements. With products available online and at discount retailers across the nation, SUREFIT has had a strong presence in advertising media, featured in television and print ads aimed toward health and fitness enthusiasts.

After spending $2 million in the last fiscal year on traditional advertising, SUREFIT did not see an adequate ROI to justify repeating the efforts. Instead, the CEO (judge) is open to using integrated marketing communication methods via event sponsorship. With the $2 million advertising budget open, three potential national sponsorships are being considered by SUREFIT:

Event1:CollegeFootballBowlGameWith the current advertising budget, SUREFIT would be able to sponsor a smaller bowl game with money left over for promotional materials. The bowl game sponsorship requires a 5-year sponsorship commitment. This event is nationally televised and can guarantee over 80,000 people in attendance, most of them 18-22 year-olds.

Event2:JuvenileDiabetesRelayforaCureEach fall, in communities across the nation, the nonprofit organization representing juvenile diabetes holds 10K relay races with proceeds going to research. These relays begin in late September and run through October. The organization is in need of a corporate sponsor to help offset costs. Signs, banners and materials onsite as well as all national, regional and local advertisements and promotions would include the sponsor name.

Event3:4thofJulySpectacularinourNation’sCapitalIndependence Day celebrations in Washington, D.C., are above and beyond all others in our country. From orchestra concerts, contemporary performers, art and cultural exhibits, to a grand fireworks display, the celebration brings hundreds of thousands of people into the city and is televised for the rest of the world to watch. The sponsorship of this event would include the sponsor name on all promotions, advertisements and signs, banners and souvenirs.

The CEO (judge) has asked your team to recommend which event SUREFIT should sponsor. The CEO (judge) would like you to keep the following in mind when making your recommendation:

• Need for brand awareness• Enhancement of community relations• Target market• Proper fit between event and brand

You will present your recommendation to the CEO (judge) in a meeting to take place in the CEO’s (judge’s) office. The CEO (judge) will begin the meeting by greeting you and asking to hear your recommendation. After you have presented your recommendation and have answered the CEO’s (judge’s) questions, the CEO (judge) will conclude the meeting by thanking you for your work.

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You are to assume the role of CEO of SUREFIT, a popular national brand of vitamins, protein shakes and other health and fitness supplements. After low ROI (Return On Investment) from traditional television and print advertising, you have asked your marketing executives (participant team) to recommend an event sponsorship that would best fit the company.

SUREFIT consistently ranks second in the sale of the brand’s health and fitness supplements. With products available online and at discount retailers across the nation, SUREFIT has had a strong presence in advertising media, featured in television and print ads aimed toward heath and fitness enthusiasts.

After spending $2 million in the last fiscal year on traditional advertising, SUREFIT did not see an adequate ROI to justify repeating the efforts. Instead, you are open to using integrated marketing communication methods via event sponsorship. With the $2 million advertising budget open, three potential national sponsorships are being considered by SUREFIT:

Event1:CollegeFootballBowlGameWith the current advertising budget, SUREFIT would be able to sponsor a smaller bowl game with money left over for promotional materials. The bowl game sponsorship requires a 5-year sponsorship commitment. This event is nationally televised and can guarantee over 80,000 people in attendance, most of them 18-22 year-olds.

Event2:JuvenileDiabetesRelayforaCureEach fall, in communities across the nation, the nonprofit organization representing juvenile diabetes holds 10K relay races with proceeds going to research. These relays begin in late September and run through October. The organization is in need of a corporate sponsor to help offset costs. Signs, banners and materials onsite as well as all national, regional and local advertisements and promotions would include the sponsor name.

Event3:4thofJulySpectacularinourNation’sCapitalIndependence Day celebrations in Washington, D.C., are above and beyond all others in our country. From orchestra concerts, contemporary performers, art and cultural exhibits, to a grand fireworks display, the celebration brings hundreds of thousands of people into the city and is televised for the rest of the world to watch. The sponsorship of this event would include the sponsor name on all promotions, advertisements and signs, banners and souvenirs.

You have asked the marketing executives (participant team) to recommend which event SUREFIT should sponsor. The marketing executives (participant team) needs to keep the following in mind when making their recommendation:

• Need for brand awareness• Enhancement of community relations• Target market• Proper fit between event and brand

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The marketing executives (participant team) will present their recommendation to you in a meeting to take place in your office. You will begin the meeting by greeting the marketing executives (participant team) and asking to hear their ideas.

After the marketing executives (participant team) have presented their recommendation, you are to ask the following questions of each participant team:

1. How will event sponsorship increase our sales?

2. How will the event you recommended build relationships with our customers?

3. What is the level of corporate sponsor saturation in the event type you recommended?

Once the marketing executives (participant team) have answered your questions, you will conclude the meeting by thanking them for their work.










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We thank you for your help

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JUDGE’SEVALUATIONFORMMTDM2013


1. Explainmarketinganditsimportanceinaglobaleconomy? 0-1-2-3 4-5-6 7-8 9-10 ________

2. Describemarketingfunctionsandrelatedactivities? 0-1-2-3 4-5-6 7-8 9-10 ________

3. Explaincustomer/client/businessbuyingbehavior? 0-1-2-3 4-5-6 7-8 9-10 ________

4. Demonstrateconnectionsbetweencompanyactionsandresults? 0-1-2-3 4-5-6 7-8 9-10 ________

5. Explaintheconceptofmarketandmarketidentification? 0-1-2-3 4-5-6 7-8 9-10 ________

6. Explainthenatureofcorporatebranding? 0-1-2-3 4-5-6 7-8 9-10 ________

7. Describefactorsusedbybusinessestopositioncorporatebrands? 0-1-2-3 4-5-6 7-8 9-10 ________

PRESENTATION

8. Clarityofexpression 0-1 2-3 4 5-6 ________





TOTALSCORE________

MARKETING COMMUNICATIONS

2013 Sample Case Studies

This publication is designed to assist DECA members

and their local chapter advisors in preparing for

the Team Decision Making events. This booklet will

be useful in preparing students for local, state and

international competition by familiarizing them with

the format, structure and evaluation tools used in

competition.

DECA Images offers a full range of competitive event

preparation materials including:

• Comprehensive Exams

• Sample Role Plays & Case Studies

• Instructor’s Guides

• Bell Ringer Activities

• Written Event Winners

• Flash Cards

ALSO AVAILABLE

ORDERING INFORMATION

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