Mostly Marketing by Theresa B. Clarke

Sharing my love of marketing. Helping marketing students, marketing practitioners, & marketing professors connect with one another. Passionate about nurturing new marketing talent. Enjoys sharing novel ideas about a wide variety of topics…but mostly marketing.

An Idea for Team Roles within the GOMC

Below is an excerpt from a survey that I give to my MKTG 477 students.  Based on their responses, I try to figure out their strengths, weaknesses, and interests and then use that information to form the class into balanced teams.

Survey:

Read the descriptions below about different types of roles. Then, answer the questions that follow about these roles.

  1. TEAM LEADER: Likes to take charge.  Enjoys leading/motivating others, time management, project management, meeting deadlines, organization, and writing. Knows how to manage/disseminate electronic information quickly and correctly through electronic and other means. Enjoys planning, working with schedules, logistics, and getting information to the right place at the right time. Detests procrastination.
  1. ACCOUNT MANAGER: A very social and people-oriented person. Enjoys working with organizations, clients, and external constituents. The primary point of contact between your client and your team. A sales-oriented, relationship-oriented, extroverted person. Extremely professional and mature. Not afraid to communicate with people who are older and more experienced.
  1. STRATEGIST: Enjoys developing long-term and “big picture” marketing strategies. Good at finding market opportunities and figuring out innovative ways to achieve marketing goals. Good at seeing how many moving parts can fit together into a larger whole. A visionary.  Avid reader of popular press articles about the marketing industry and enjoys learning about many different aspects of marketing.
  1. ANALYST: Loves working with data, details, numbers, analytics, and technology. Good at develops detailed, short-term, and fine-tuned marketing tactics. Strong eye for detail, not afraid of online marketing interfaces. Prefers working with data rather than people.
  1. BRAND MANAGER. Enjoys branding, community service, and working with social media. Very strong communication skills with a good eye for detail and visual communications. Interested in personal branding of yourself and helping others do the same. Has a knack for finding ways to improve ads, messages, packages, products, etc. Always looking for ideas on how to make things look better.

Based on the above descriptions, which role are you most drawn to?

  • 1. TEAM LEADER
  • 2. ACCOUNT MANAGER
  • 3. STRATEGIST
  • 4. ANALYST
  • 5. BRAND MANAGER

Based on the above descriptions, which role are you least drawn to?

  • 1. TEAM CAPTAIN
  • 2. ACCOUNT MANAGER
  • 3. STRATEGIST
  • 4. ANALYST
  • 5. BRAND MANAGER

Based on the above descriptions, what role are you most interested in further developing? You can further develop your biggest strength, you can further develop your biggest weakness, or you can further develop the choice that fell in the middle.

  • 1. TEAM CAPTAIN
  • 2. ACCOUNT MANAGER
  • 3. STRATEGIST
  • 4. ANALYST
  • 5. BRAND MANAGER

From their responses, I assign students into teams and give them one of five roles.  Each role comes with certain tasks and class assignments as well as opportunities for leading their team in specific parts of course experience.  For example, the Account Manager lead a “Letter to Business” assignment and the Analyst leads the team in metrics reporting assignments.  In addition to assignments, each role is responsible for leading their team in suggested areas of the report writing process.  When I say “leading their team”, I mean just that.  Students are expected to lead the other four team members in accomplishing report goals; they are not expected to write sections of the reports on their own.

Suggested Leadership Roles for the Google Online Marketing Challenge Written Campaign Reports

Google+ Pre-Campaign Strategy

  • Brand Manager leads  (tip:  get help from Account Mgr)

AdWords Business Pre-Campaign Strategy

  • Account Manager leads pages 1 and 2  (tip:  get help from Brand Mgr)
  • Strategist leads pages 3 and 4

Google+  Post-Campaign Summary

  • Brand Manager leads (tip:  work with Analyst)

AdWords Business Post-Campaign Summary & Impact Statement

  • Analyst leads Executive Summary
  • Strategist leads “Campaign Overview” and the “Evolution of The Campaign Strategy” sub-sections within the Industry Component (located within pages 2-6).
  • Analyst leads “Key Results”, “Conclusion”, and “Future Recommendations” sub-sections within the Industry Component section (located within pages 2-6).
  • Team Captain leads Learning Component (pages 7 and 8)  and Impact Statement (pages 9 and 10)
The JMU GOMC Class of 2016: Five Team Captains, Five Account Managers, Five Strategists, Five Analysts, and Five Brand Managers.

The JMU GOMC Class of 2016: Five Team Captains, Five Account Managers, Five Strategists, Five Analysts, and Five Brand Managers.

Leave a Reply

Your email address will not be published. Required fields are marked *

*

Privacy Policy | Disclosures