the Concepts - Final Group Project
You either work somewhere, or shop somewhere, or both.
Your group assignment is to find a business and examine it. Look at how it
handles relationships with customers and how it treats its employees, how it
fits amongst its competitors, how it performs in the areas we address in
this course. Look at how happy its people are to work there and how its
customers feel joy when they enter the doors, or how miserable a place it is
and how customers tend to stay away, or maybe how they treat their employees
like dirt and people still flock there to buy. Go find out what is
happening; what do they do that is very old, what do they do that is new and
creative? How does what they do relate to what you are studying in the
Describe the company and place it in its industry
setting, so that your reader has a feel for the company you are working
with. Do not spend a lot of time on this part – this is NOT a Marketing
Plan. Then describe in detail the climate and culture of the firm, how it
works (or doesn’t), what its policies are, how the company is going about
marketing itself to its own employees (Internal Marketing) and how that
affects how they make their customers feel (Relationship Marketing). Explain
why you think this is happening; analyze what you have found. Your paper
must do much more than just list what the company does. This you can obtain
from them in written form or through interviews. Your responsibility as a
university student is to critique critically what you find. Analyze and
synthesize what you see and read. Think critically. (Look at the course
objectives under Number 4, above). Compare your company to those you have
read about and talked about in class. Compare what your company does to what
the theories say should work.
End your report with your recommendations as to what
can be done to improve the company (or if it’s perfect, tell us what they
are doing right and how you could apply their techniques to other
companies). But be very very wary if you think you have found the perfect
company. Remember that you are not writing their promotional material for
them; you are critiquing them as a Marketing organization with the
perspective of an outsider (although one of you may indeed be an insider
working for the firm), and with the perspective of a university student
studying business theory.
In all of this, you must make specific reference to the
course readings. I do not want gratuitous quotations cherry-picked from the
readings. I want to be able to read your final paper and see a direct
connection between what we have read about, what we have talked about in
class, what your group has discussed in review sessions, what guest speakers
have taught you, what you have learned from films, lectures, etc. – there
must be a direct connection between all of this and the work you are doing
in analyzing the company you are studying.
Rules for the Final Project
It must relate directly to the course.
It must make specific reference to the required text
Zen and The Art of
It must make specific reference to the required readings.
It must show learning acquired from these course readings.
It must show research, both library and field.
It must be your group’s own work, done only for this course
and done by
the whole group together.
You must critique the company as well as praising it.
You must, to the greatest extent possible, enjoy yourselves.
are asked as a group to present to the class a short summary of your
research and results in the Group Project. This will be done informally, without visual aids; you
will be asked to stand up and tell us about your work.
|Examples of how to use numbers in this kind of an
It took MAC Cosmetics six years to make a profit; then they made $100,000.
Last year they made $200 million, and they recently sold out to Estee Lauder
Pirsig: "This screw is worth exactly the price of the whole
A screw is significant for the functioning of the motorcycle and an employee
is necessary for the functioning of the organization. What is an employee
interesting correlation of course readings with Marketing terms
from a paper by Kelly Tsorias and Ann Novogradec
Mind = internal marketing
Matter = External marketing
Quality = Relationship marketing
Sandi Warren (guest speaker)
You cannot negate a person's spirit; they will drop out or get sick
The closer you are to the product the greater your financial compensation
ought to be
It is better to show how diverse we are and still together, than how we're
Timeless imperatives, in values, treatment, philosophy: those that survive
have a core ethical base
What does your company stand for? For Volvo, it's safety. It used to be
physical, now companies are moving to more spiritual and emotional
Pat When the Canary Stops Singing: Women's Perspectives in
John Ways of Seeing
Ken and Sheldon Bowles Gung Ho! Turn on the People of Any
James and Jerry I. Porras Built To Last
Nancy, Jill Tarule, Blythe Clinchy, and Mary Belenky Knowledge,
Difference and Power: Essays Inspired by Women's Ways of Knowing
Elivahu M. The Goal
Willis and John Harmann Creative Work: The Constructive Role
of Business in a Transforming Society
John Leading Change
Dudley and Paul Kordis Strategies for the Dolphin
Christine and Patricia Chuchryk (eds.) Women of the First
Nations: Power, Wisdom, and Strength
John Shapeshifting: Shamanic Techniques for Global and
Shawn Gwich'in Native Elders: Not Just Knowledge, But a Way
of Looking at the World
Full Reference for Required
| “Food Lion: Bad Publicity Throttles Success” From Hartley, Robert F. (1998) Marketing
Mistakes and Successes. New York: John Wiley & Sons: 28-42.
“The Mismanaged Ms" From
Mikalachki, A., Dorothy R. Mikalachki,
and Ronald J. Burke (1992) Gender Issues in Management: Contemporary
Cases. Toronto: McGraw-Hill Ryerson.
“The Structure of Spontaneity: Barbara Grogan, Western Industrial
Helgesen, Sally (1990) The
Female Advantage. New York: Doubleday Currency: 107-139.
from Karsten, Margaret Foegen (1994) Management
and Gender. Westport, Connecticut: Praeger Publishers: 73-81.
Full texts of
any excerpted readings.
Collins, James C. and Jerry I. Porras (1997) Built To Last: Successful
Habits of Visionary Companies. Harperbusiness.
Goldratt, Eliyahu M. and Jeff Cox (1984) The Goal. Great Barrington,
Massachusetts: North River Press.