Practical Class 1 Overview

The aim of the practical is to test whether or not your training at MSK has been adequate so far; for both your assessment and our (MSK) evaluation as well. You are therefore subjected to this moderated project in the form of carrying out marketing and selling the MSK Products/Services to would be clients (the right target market). This is deemed the best practical evaluation that can test your knowledge, skills, creativity, and so on as it attracts the lowest cost implications. After going through the MSK program/course you are expected to turn out to be a better worker, better marketer, familiarize yourself with the dos and donts, have ideas on how various marketing strategies impact the results of marketing activities and the results for the marketer. All these may be learnt, understood and appreciated, but it is only when you experience it first hand; and only then is when you can rightfully conceptualize the whole concept and most of the marketing issues learnt in a class setting. Therefore you are urged not to look at the project as a punishment, or subjection to a harsh experience that is meant to rob you of your 20 marks, rather you need to take it as a challenge to learn even more, showcase your ability/quality/prowess as a marketer and prove to yourself that you are a better marketer now (if so) especially after attending the marketing classes at MSK Brief History of MSK for direction (Further reading/research/analysis is needed) Before attempting to take on this project you need to familiarize yourself with MSK and its services for purposes of cross-selling (if cornered to do so by your chosen set of clients) i.e. clients might ask questions on other aspects and services other than the ones you had booked an appointment with them to discuss. MSK was informally in existence in the 1960s. Formalization happened in the later years. It was first registered as Advertising society of Kenya inand later to the present day marketing society of Kenya. The purpose of the formation of MSK then as it is now was; A meeting of the minds Exchange of ideas and business Status symbol and feeling of belonging Exchange of information Business exchange Career growth development

Services available Membership (Full, Associate, Student, Corporate Platinum, Corporate Gold) Publication (Sokoni Magazine) Regulation of marketing practice in Kenya (MSK Code of Conduct) Training (Practitioner courses, Academic courses, Seminars, short courses, In-house courses, Workshops, professional certification etc all in Sales and Marketing) Consultancy/Research Events organization (Product launches, networking events Individual and corporate Team building excursions Marketers and marketing awards for excellence (MSK Gala Awards)

 MSK Mask Match (Job placements) Professional Services (Judging, professional marketing advice and counsel) Professional Courses available at MSK Executive Diploma Postgraduate Diploma Practitioners diploma Academic Diploma Certificate Certificate Professional Certification (i.e. in any of the above course) Short Courses (various 1-3 day courses in Marketing and other closely related courses) Seminar courses (various 1-3 day courses in Marketing and other closely related courses) In-house courses (specific and tailor made to the organization) Workshops (Ad-hoc sessions) Practical project for the January 2012 Intake 1. The project entails; marketing of any ONE of the MSK Products/services to 5 companies (corporate), your own employer may or may not be part of your chosen companies, as well as to 5 practicing and aspiring marketers in any organizations. Success in closing any sale on the services will earn you the marks for the sale and a 10% commission rebate. Possible Approach to the project execution/ Tips on the effective selling strategy Marketing/Branding and Pitching; Make sure your approach strategy will nail your customer prospects this includes getting the perfect list of potential customers and not the wrong ones. KYP Learn everything that is there to know about your product or service and how useful or beneficial it is to the prospects before attempting to approach them. Make sure you are equipped with the information pertaining MSK in all areas even if your concentration will mainly focus on your chosen product/service. The rationale of this of-course is to eliminate any embarrassing situations where a potential client may pose a query that may catch you gullible and S/he ends up dismissing you. KYC Know who your clients are and what they need by doing a background search (Marketing research); Answer to how they would benefit i.e. the gap you will be filling for them i.e. their need problem(s) and your product or service ability to fulfill, solve or improve the prospects current situation Communications; prompt your prospects officially with a view to creating awareness and making the contact. Email or write a hard copy letter to your chosen clients. Make sure you make the process easier by writing to the right person to warrant a positive response (e.g. avoid addressing to whoever it may concern or sending to info@thatcompany.co.ke or addressing the envelope the Managing Director, XYZ Co. P.O. Box 34567, Nairobi) Appointment Know who to liaise (i.e. your contact person or resource person in that organization) with and organize for appointment(s) Sales Presentation- Request for an appointment at all times to create an opportunity to do a presentation. Prepare well for your presentation when the opportunity and time comes. Explain your product or service to the prospects how they would benefit, counter any objections well. Closing your sale: Ensure you try and close your sale to ensure you have an order or sign ups etc. this will earn you the coveted 3Marks and a 10% guarantee money back for your effort. (Lack of closing the sales sets you back 3Marks

and so your project is marked over 17marks) If you do not close dont worry as this is not the aim of the project. Marketers Report: (final Report) Write a project report (Marketers Report) and submit with explanations and recommendation(s) plus the appendices to support your undertaking (Emails and Letters sent and replied, orders, presentation materials, etc.) No restriction on the number of pages but ensure it captures the whole process you undertook and the details of the strategy and outcome (sales and marketing from A-Z) Minimum Rules: Minimal changes will be allowed on your list submitted of chosen companies you will thus be required to pursue your list of companies/clients to the end with least changes on it. Communication must be official and in writing (ink must be put to paper) and all correspondence attached to the communication must be official and documented. Standardized Introduction letters and or official letters MUST be on MSK letter head (all you need to do is the contact addresses) and dispatched by you via email through MSK (to be given) Try as much to use one official email that of MSK address (centralized) especially when communicating to the corporate, but you are free to use your mobile phone numbers for this exercise After receiving the feedback from the organization, you need to organize for an appointment and sales presentation with the decision makers as far as the signing of the advertisement is concerned. Undergo the marketing as well as the sales process with your chosen client(s) organization (during the appointment, make sure you carry with you the rate card (one mistake marketers do is assuming that the client will have the copy you sent, i.e. No assumptions of the client still having the earlier copies you had sent them) Regardless of the results at the end of the whole practical process document every aspect of your process your challenges, your winning strategies, your weaknesses and the feedback i.e. Negative response, Positive response, indeterminate (answers) response, promising response, hopeful future response etc. (Avoid too much irrelevant details e.g. things like how you woke up and dressed for the appointment, the route you took, the time you arrived etc are irrelevant. just explain about the actual presentation you carried out and the outcome and the justifications etc.) The total marks for the project is 20marks and marks are allocated on every correct marketing and sales process taken, appendices attached, creativity, reporting skills, a well bound and well presented project report and the ultimate bonus marks of 3marks for every positive sale and with a motivational of up-to 10% commission (cash back) on any sale made as an added motivator to you for the successful project execution. The report must bear the process you undertook in your marketing and sales project, the evidences/appendices (letters, signed, space orders signed, any other supporting documents to be attached), the challenges faced, the strategy you used if you succeeded, and the strategies you used to warrant your failure to succeed in it. The report must be typed, printed and submitted bound. Creativity will earn you some marks. All the best