Liles
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Self-Marketing Plan
Brock C. Liles
30 November 2012
*I have neither given nor received help on this work, nor am I aware of any infraction of the Honor Code. *
In this document, I will explain how I plan to market myself when seeking employment upon graduation
from Longwood University. I will cover how the strategic marketing process and marketing mix will help
me achieve my goal of obtaining the career that I dream of having someday. I will discuss my strengths,
weaknesses, opportunities, and threats that I face when going into the workforce. Both my short-term and
long-term career objectives will be discussed for the target markets that spark my interest. Several
strategies will be made including: a positioning strategy, a marketing strategy, and a promotional strategy.
Finally, I will include: a timeline of my plans, a list of target employers, a sample cover letter, a sample
resume, a sample follow up letter, and a reference list for the resources used in this plan.
Dr. Ayse Balas
Marketing 380-B03 (Principles of Marketing)
Longwood University
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Table of Contents
1. Cover Page…………………………………………………………………….. pg. 1
2. Table of Contents……………...……………………………………………… pg. 2
3. Environmental Scan and SWOT Analysis…………………………...……... pg 3-6
A. Product Analysis (Self Analysis)
B. Career Market Analysis
C. Competitive Analysis
D. Environmental Scan
4. Self- Marketing Objectives…...….……………………...…………………… pg 6-7
A. Short-Term Career Objectives
B. Long-Term Career Objectives
5. Target Market……………………….……………………..……………….…. pg 7-8
A. Market Segmentation
B. Target Market Strategy
6. Positioning Strategy………………….……………………..….…………..… pg 8
7. Marketing Strategy…......………………………..…………………………… pg 9-11
A. Product Strategy
B. Price Strategy
C. Distribution Strategy
D. Promotion Strategy
8. Evaluation and Control System.………………..…………………………… pg 12
9. Appendices A, B, C, D, & E.……………………..………………………….. pg 14-17
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Environmental Scan & SWOT Analysis
A. Product Analysis
There are many qualifications that make me an ideal candidate for entry-level
positions available to recent graduates. Unfortunately, the economy is poor and the unemployment rate in the United States is very high so it will be more difficult than ever for
new college graduates to find employment opportunities. That is why it is crucial that we
develop a marketing strategy now so that we are prepared when the moment comes. I
am a very versatile individual with a broad range of interests; as such I am willing to
work in several industries. There are a few fields in which I am not interested in joining
such as nursing, human services, sales, or legal services, yet, I stay open minded to all
possibilities. Nonetheless, the prospects are endless and I cannot predict where my
career may take me.
I have chosen to earn a bachelors of science dual degree in Business
Administration with a concentration in management and Psychology. I will graduate in
three and a half years will this dual degree next December, in 2013. This shows that I
am a very motivated individual that chooses to be challenged at all times. I was enrolled
courses with Southside Virginia Community College while attending high school and
have consecutively taken courses each fall, spring, winter, and summer semesters
when I possibly can. I have never taken a break from college since I started. The
remaining courses that I need to take are all upper level and only offered during the fall
and spring semesters. This winter break will be the first break from classes that I have
ever had since attending college. It is evident that I have a constant desire to learn and
to grow as an individual. I think that the characteristic of my personality that carries the
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most weight is the fact that I need to be challenged in order to be happy and motivated.
If a job is too dull, repetitive, or boring then I feel as if I am not gaining anything from it.
Furthermore, I will most likely seek other employment opportunities. While it may be
possible that other candidates may be more qualified, have higher grade point
averages, or have more experience, I believe that I am a great overall candidate. I am
confident that I have worked very hard to become a desirable applicant. I started
working at 15 years old and have worked ever since while gaining some of the following
proficiencies: bookkeeping skills, knowledge of Intuit’s QuickBooks software, customer
relations, sales techniques, marketing skills, and knowledge of both retail and service
industry operations. I plan on continuing to improve my resume and experience by
obtaining internships and jobs on campus at Longwood.
B. Career Market Analysis
I do not want to be limited to one specific career field such as nursing or
education; therefore, I chose to study Business Administration and Psychology. I love
dealing with people and in one way or another, improving a person’s day. I am an
extrovert and love interacting with people in the workplace. I love being friendly with
everyone and establishing relationships with people. It bothers me when two people
come into close contact with each other and do not communicate with one another. This
is also partly due to the fact that I am from a rural area and do not see as many strange
faces as regularly as others from urban areas. Networking plays a very large role in
obtaining jobs. I have always been told, “it is not what you know but who you know.”
With all of that being said, I would like to ultimately end up working in the human
resource management field. I also have special interests in project management and
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financial services. Overall, I would like to work for an organization that is professional
but has very open communication. I believe in constructive criticism and in
organizations that strive to achieve great relationships between co-workers. This
approach has proven to work very well for organizations like Google and Cisco systems.
Many organizations with very formal cultures such as banks and other financial services
firms are not as appealing to me. These types of formal cultures are understandable
because of the serious nature of the business (i.e. handling people’s money).
C. Competitive Analysis
Employers seek candidates that are the total package. They want them to have a
good education, some applicable experience, and they want to see that the applicant
has the ability to carry out the necessary functions of the job. Things like grade point
average, major, community involvement, and volunteer experience. The Big 5
personality traits are great predictors for overall success of a selection decision. These
traits include: Agreeableness, Contentiousness, Extraversion, Openness to Experience,
and Neuroticism. I think I score well on all of these traits. According to an article
published in the Journal of Applied Psychology, it is has been found that there are
gender and physical attractiveness biases in selection decisions (Marlowe, Nelson, &
Schneider, 1996). Even though this may not be fair, it does occur. The more attractive
an individual is, the more likely he or she is to be hired. Individuals may be taller, or
more fit, or may be the gender that the manager is seeking.
D. Environmental Scan
There are many environmental factors that can influence one’s job and career
development. First of all, the economy is very poor right now and unemployment rate is
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very high. The inability to find places to work can be one of the biggest issues that will
hold an individual back from advancing their career. Lack of experience, knowledge, or
familiarity of the organization can influence one’s advancement with the organization.
Usually individuals within the organization will help new hires to become acquainted
with the organization. Of course, not everyone within an organization will get along with
each other. This can be a real problem when people cannot set their differences aside
for their jobs. Some people may torment other co-workers until they cannot take it
anymore. When conflict reaches this point, it normally results in negative behaviors.
Finally, peer pressure can be hard to turn down. For example, friends or co-workers
may want to go out for beverages and ignore the fact that they have to work in the
morning, which can negatively affect performance.
Self-Marketing Objectives
A. Short-Term Career Objectives
I still have two more semesters left to attend at Longwood University; therefore, I
still have an internship to acquire. I have several prospects and I will most likely end up
interning under, these include: SunChase Apartments, the Bank of Charlotte County, or
Enterprise Rent-A-Car. I have spoken to several of these organizations about the
possibility of doing an internship with them. Immediately after graduation, I would love
to have the opportunity to work with Amazon Corporation. They have recently built a
very large facility in Dinwiddie County, Virginia. I think that this organization provides
many opportunities for advancement that could help me get to the position I would
consider to be a dream job.
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B. Long-Term Career Objectives
5-10 years after graduation from Longwood University, I would like to be working
in an organization as a manager, preferably in human resources, project management,
or finances. I would love to be involved in administration and management positions in
healthcare. This industry is thriving and continually growing so I think it is a very stable
industry. Hospital Management or Healthcare Administration has always been a dream
of mine. Pharmaceutical companies like Merck are also very appealing. I have
ambitions to go to graduate school. Right now, a Master‘s of Business Administration
sounds appealing but I may decide to concentrate in something more specialized like a
Master’s in Healthcare Administration or Project Management. I would like to find a
company that will give me compensation for advanced education.
Target Market
A. Market Segmentation
Here are some of the following organizations that are attractive to me grouped by
similarity:
Healthcare & Pharmaceutical: Merck, Forest Pharmaceuticals, Lab Corp, Health
Diagnostic Laboratories, St. Mary’s Hospital, St. Francis Hospital, and MCV
Technological: Amazon, Microsoft, and Northrop Grumman
Financial Services: Benchmark Community Bank, the Bank of Charlotte County, First
Citizens Bank
Real Estate: Clayton Homes, MSC Rents (SunChase Apartments)
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B. Target Market Strategy
I will first try to obtain my bachelors degree and gain experience by working in
more entry level positions like SunChase apartments. After gaining experience then I
would like to find my niche in the market and decide which path I should take for
graduate school. If I decide to work at an organization like Amazon or Northrop
Grumman then perhaps an advanced degree in Project Management would suit me the
best. But, if I can get my foot in the door in healthcare related positions, then maybe a
different advanced degree would suit me the best.
Positioning Strategy
I would like to be perceived by my target market as an overall very well rounded
individual that is the “total package.” I would like to stress to my future employer that I
am very dependable and after learning how the organization works, I will most likely be
the “go to” person. I also have a firm set of moral beliefs in which I believe in upholding.
I will not use deceptive behavior as a way of achieving a mean. I will be fair and expect
to receive what I have earned. My experience with QuickBooks software is probably my
most technical skill. I started independently learning to use that software at age 15 with
almost no business knowledge at all. That gives me confidence that I can learn anything
that I put my mind to. Currently, as a college student and an un-experienced young
man, I know that I am not the “total package” quite yet. In the next few years, I plan on
gaining more experience through acquiring challenging jobs that will expand my
knowledge level. My last semester of my undergraduate career at Longwood University,
I will apply to the Master’s of Business Administration program at Longwood. If I do not
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get accepted, I will go out into the working world and gain experience until I reach my
goal.
Marketing Strategy
A. Product Strategy
As described above, I feel that I have many qualifications that make me a
desirable candidate. Although, there are many things on my resume that employers
have seen before from other applicants. I need to focus on what differentiates me from
other candidates. For starters, many people probably do not have such a well-rounded
education as I do. I would be here for days if I tried listing out all of the college courses
that I have ever taken or plan to take. But, I have a very strong business foundation with
familiarity of all business topics and well as a great understanding of how people work
and think because of my psychology background. I also have to thank psychology for
teaching me the ins and outs of the scientific discipline and teaching me how to do
quality research.
I am a very task oriented individual yet I care a lot of relationships too. I try to find
a healthy mix between these two styles. If hired, I will want the absolute best
procedures, policies, and practices for that organization. I will want to see that
organization grow like no other. I will use several roles models as a guideline on how to
improve the organization I work. At the end of the day, I am a little bit of a perfectionist.
B. Price Strategy
Obviously I want to obtain a full-time job with benefits as compared to a part-time
job. I would like to get an entry-level job making at least 15-20 dollars per hour. But
better than that, I would like to have a salaried position that pays a minimum of about
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$30,000 per year. I would like to have paid vacations, sick leave, health insurance, and
perhaps compensation for advanced education. It is nice if the employer offered things
like on-site accommodations for food, fitness centers, or memberships to such facilities.
C. Distribution Strategy
I will begin my distribution strategy by looking for employers by geographic
region. I will apply for those positions that are close to my home. If I do not have much
luck then I will broaden that geographic region and consider moving contingent upon a
job offer. I will take my time applying for positions, not using the intensive distribution
strategy. It is not always best to “throw all of your eggs into one basket.” Those
positions that I know I am far un-qualified for, I will save for later. I would like have leave
as many doors open for me as possible but this will not discourage me from taking risks
in the jobs that I try to obtain.
D. Promotion Strategy
Communication and networking plays a significant role in helping one achieve
their greatest potential for their careers. You never know when an influential person
may take notice and decide to extend you the opportunity to come into the office for a
job interview. They may even offer you a job on the spot. LinkedIn is a great way to
network professionally. Having examples of what some of your successful friends have
done in terms of their careers can often serve as motivation to you.
I have several reference letters available that I could use to provide support for
why I am a qualified candidate for the position in which I am applying. But I think that
the best way to show a potential employer that you will be successful in their company
and that you know how to produce quality work is by showing them a portfolio of your
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work. I could show an employer a five phase comprehensive case on how to select a
job candidate from a human resources perspective. I could show them a 45 page
handbook that I have created showing individuals how to use the statistical database
program SPSS by IBM. The handbook gives them a great overview of how to work the
program and demonstrates to them via screenshots and writing on how to conduct over
20 different statistical tests. I also could do a presentation on my “SPSS Project” in
which I used data from the largest longitudinal study ever conducted on adolescents.
This project will show how I developed several research questions and hypotheses and
conducted statistical tests on these hypotheses to see if they were true or not. I also did
several post hoc tests to see how statistically valid my results turned out. This will
demonstrate to employers can I learn easily and may even be able to help them with
there technological struggles.
I will use my cover letter, resume, and LinkedIn profile as advertising for myself.
I think that the best advertisement for oneself is to meet in the most appropriate fashion
(i.e. face to face). Prior to meeting in person I will call them and talk to them verbally if
possible. Hopefully these measures will help me get an interview and if I am fortunate
enough to be chosen for an interview then I will follow up with a thank you letter.
Once I have the ability to communicate with targeted employers, it is important
that I not repeat the information that I have included in the documentation that they have
already read. This is the time that employers gather information of my professionalism
in dress and speech. I think that if employers get to know my personality then that will
carry more weight than my re-stating my qualifications. Having the ability to negotiate
job offers lets the employer know that you are not a complete pushover. Finally, one
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must know when to not make a request that is too outrageous and also should not make
an offer that is too low right off the bat.
Timetable

Try to secure an internship before January 2013 with:
o SunChase Apartments (MSC Rents)
o The Bank of Charlotte County
o Enterprise Rent-A-Car
o **Must complete 80 hours for BSBA degree and 40 hours for BS in
Psychology.

Complete Spring 2013 Semester and Fall 2013 semester at Longwood University

Graduate from Longwood University in December 2013

Starting seeking for employment immediately and try to have a job secured by
January 2014.

Apply for entry-level positions that I am qualified for at Amazon in Dinwiddie
County.

If I do not get hired at Amazon, then seek other employment opportunities with
organizations on the list on the following page.
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Appendix A
Target Employers:
1.) Evelyn Queen Francis – Property Manager – Licensed VA Real Estate Salesperson
SunChase Apartments
501 SunChase Blvd. Farmville, VA 23901
Phone: (434) 392-7440
Fax: (434) 392-9353
2.) Mr. Metts
Bank of Charlotte County
PO Box 466
111 David Bruce Avenue, Charlotte Courthouse, VA. 23923
Phone: (434)-542-5161
3.) Crystal Daugherty – Retail HR Employment Specialist
Clayton Homes
2742 West 3rd St., Farmville, VA 23901
Phone: 865-380-3000 ext. 2486
Fax: 865-738-6241
4.) Enterprise Rent-A-Car
2102 South Main Street, Farmville, VA 23901
(434) 315-0024
5.) Benchmark Community Bank
1577 South Main Street, Farmville, VA 23901
(434) 392-9088
6.) Lab Corp
900 West 3rd St., Farmville, VA 23901
Phone: 434-392-1508
7.) First Citizens Bank
116 West Carolina Avenue, Crewe, VA. 23930
(434) 645-7726
8.) Donna Joy Bolte – Sales Representative – Contact at Forest Pharmaceuticals
9.) Health Diagnostic Laboratories
737 N. 5th Street, Richmond, VA 23219
(804) 343-2718
10.) Merck
2778 Southeast Side Highway, Elkton, VA 22827
(540) 298-1211
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Appendix B
Brock Liles
2874 Blackstone Rd,
Kenbridge, VA. 23944
November 25, 2012
Ms. Lauren Schumen
Northrop Grumman
2701 Boston Street, Baltimore, MD 21224
Dear Ms. Schumen:
I am submitting my resume for consideration for the Public Relations/Marketing Intern
position at Northrop Grumman. I feel confident that my academic background in business
administration and psychology, my work experience and excellent interpersonal skills qualify me
for this position. I am a proactive, organized, and creative applicant.
My ability to multi-task and my participation in a variety of business activities has proven
my qualifications. I collaborate well with other team members and interact well with others. I
know how to market products well and grab the attention of targeted audiences. Having this
knowledge, I will lead my team and this organization in the right direction.
I would like to restate my strong interest in the position and in working with you.
This is an excellent opportunity that I strongly desire. I welcome the occasion to meet with you
to discuss how we could match my capabilities with your needs. Please feel free to call me at
434-321-3058 if I can provide you with any additional information.
Sincerely,
Brock Liles
Enclosure
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Appendix C
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Brock C. Liles
2874 Blackstone Road, Kenbridge, VA. 23944
brockliles@gmail.com
(434) 321-3058
Objective
To obtain an internship that will allow me to gain experience in the field of sales and/or project
management with special interests in customer relations, leadership, and professionalism.
Education
Longwood University - Farmville, Virginia
Bachelor of Science in Psychology and Business Administration
with a concentration in management
Expected December 2013
AACSB International Accreditation
Professional Employment History
Management Services Corp. (Sunchase Apartments at Longwood), Farmville, VA
May 2013 - July 2013
Marketing & Property Management Intern
• Greeted, assisted, and provided accurate information to residents, prospective residents, and visitors.
• Filed important company documents, contacted vendors to get updated certificates, and re-organized
records.
• Familiarized myself with MRI, the online resident management system, to assist residents w/
inquires.
• Reviewed resident move-out packets, reviewed ledgers, added charge for damages to MRI, and sent
letters to residents.
• Responsible for office closing procedures and ensured all keys for commercial and private properties
were safe.
Corner Creations by Dana & Troy’s Jewelers, Kenbridge, Virginia
May
2007 - present
Assistant Manager and Book Keeper
• Developed and implemented the company’s first electronic billing system using Intuit’s Quickbooks
software
• Filed, organized, and monitored essential company documents while handling financial documents
• Explored the ability to multi-task and communicate effectively with co-workers and customers.
• Produced advertisements, promotions, and retail displays while executing sales strategies.
• Played a significant role in many tasks necessary for the service portion of the business.
Technical Competencies
 Proficient in both Windows and Macintosh operating systems and can build tower PCs from startto-finish
 Familiar w/ Microsoft Office programs including: Word, Excel, PowerPoint, Access, and
Expression Web 3
 Capable of using Intuit’s Quickbooks Software and MRI Residential Management Software
Summary of Skills
 Self-starter with exceptional communication skills, technical competencies, multitasking abilities,
leadership, problem solving, and organization skills.
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Appendix D
Brock Liles
2874 Blackstone Rd,
Kenbridge, VA. 23944
November 30,,2012
Ms. Lauren Schumen
Northrop Grumman
2701 Boston Street, Baltimore, MD 21224
Dear Ms. Schumen:
It was great being able meet with you last Friday afternoon. It is my dream to someday
be a human resource director like you. I feel that there is no better organization in the world that
could provide with better opportunities to help me unleash my potential than Northrop
Grumman. Northrop Grumman is a vital organization that provides enormous value to the world.
I hope that my qualifications match your needs and I would be thrilled to have to opportunity to
work under you. I look forward hearing from you soon. Please feel free to call me at 434-3213058 or email me at brockliles@gmail.com if I can provide you with any additional information.
Thank you for your time.
Sincerely,
Brock Liles
Enclosure
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Appendix E
References
Marlowe, C. M., Schneider, S. L., & Nelson, C. E. (1996). Gender and attractiveness
biases in hiring decisions: are more experienced managers less biased?.
Journal Of Applied Psychology, 81(1), 11-21.