Jeri Shea
Ashleah Pudiwitr
Shauna Sanchez
Ryan Knapp
Matt Kurtz
ROLES & RULES GROUP CASE SCENARIO TEAM PROFILE – MKTG 600
Group Case: Google
Roles:
Director of Consumer Web Products, Administrative Associate, Program
Manager, Marketing Manager, Programming Engineer
Rules:
Promotion Strategy (Ch 9)
ROLES:
Director of Consumer Web Products, Marissa, acts as a liaison between those in her
department and the Company CEOs. She is ultimately responsible for what her
department produces. Therefore, although Google’s culture encourages anyone to submit
ideas, she has the final decision making authority. She is responsible for keeping cohorts
on task and seeing that Google’s promotion strategy is a success.
Administrative Associate is mainly responsible for managing office operations, keeping
projects on track, and serving as a liaison between teams. He or she has to be very
organized, able to prioritize complex activities, and pay close attention to detail. Other
job tasks include: Compiling data for reports; Processing expense reports, purchase
orders, and check requests; Booking travel, managing calendars, and scheduling facility
moves and equipment requests; Recommending, developing, implementing and/or
evaluating operational strategies; Coordinating meetings, room bookings, hiring activities
& schedules, and planning team off-sites.
Program Manager guides Google’s products from conception to launch. This includes
initiating, gathering requirements, prioritizing, defining and establishing vision and short
and long term goals and strategies, tracking development, developing launch plans, as
well as working with the engineers to execute. They are responsible for the product
throughout the execution cycle, ensuring that Google has the best worldwide product
offerings by analyzing, positioning, packaging, and promoting as well as continuously
improving systems, processes, and production.
Marketing Manager works with the Director of Consumer Web Products, Marissa, to take
the ideas of Google’s employees and use them to their advantage (i.e. the Australian
Engineer’s program to track and search his computer contents). His or her job is to
communicate with Marissa so Google stays ahead of the competition and making sure the
employees are happy is the key. It is their job to make sure Google is the trend setter, not
merely following the trends. This means constantly monitoring the external environment.
Programming Engineer is mostly operational support. He or she will be coming up with
the "hows" to support the marketing and positioning ideas of others. Their main goals
will involve taking new ideas from idea into action.
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Jeri Shea
Ashleah Pudiwitr
Shauna Sanchez
Ryan Knapp
Matt Kurtz
RULES:
Promotion Strategy – Chapter 9 – Planning IMC Strategy Checklist
It isn’t necessary to go through this entire checklist for each and every decision.
However, it does act as a guideline. In the case itself, the Audience Analysis was most
likely used when mulling over the link to Hurricane Katrina information on Google’s
website. Additionally, Ethical Issues may also have been considered due to the
sensitivity of the information. Overall, this will be an important guideline for decisions
that may need to be made during role-play.
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