Marketing

The ability to identify primary markets and to develop and use effective promotions, communications, and informational pieces in a variety of media and formats. mktg

Skill sets associated with this competency include:

Principles of Marketing

Knowledge required:

  • Knowledge of branding and the processes associated with the creation and application of institutional/departmental identity
  • Knowledge of basic market research techniques (e.g., focus groups, surveys, attendance, best practices, comparisons, evaluations)
  • Knowledge of marketing strategies and techniques
  • Knowledge of audience identification
  • Knowledge of segmentation practices
  • Knowledge of pricing strategies
  • Knowledge of supply chain and distribution strategies

Skills and abilities required:

  • Ability to complete a SWOT (strengths, weaknesses, opportunities, and threats) or similar analysis
  • Ability to complete a market and competitive analysis
  • Ability to develop a strategic marketing plan
  • Ability to develop a product or service based on demonstrated audience need
  • Ability to evaluate a product or service based on audience feedback
  • Ability to design and implement market research strategies
  • Ability to determine and implement appropriate channels for distribution of products and services
  • Ability to discern ethical marketing that is informative, accurate, respectful, non-deceptive, socially responsible, and useful

Principles of Advertising

Knowledge required:

  • Knowledge of graphic design concepts and theories
  • Knowledge of graphic design production software and hardware
  • Knowledge of website architecture, concept and theories
  • Knowledge of emerging media

Skills and abilities required:

  • Ability to apply graphic design concepts and theories
  • Ability to navigate and utilize web applications, or have significant knowledge of website architecture, production, and best practices to effectively supervise webmasters
  • Ability to utilize design software and hardware to produce advertising materials, or have significant knowledge of design to effectively supervise graphic designers
  • Ability to develop and manage production timelines
  • Ability to assess emerging media to determine best ways to utilize within organization’s framework and needs

Principles of Public Relations

Knowledge required:

  • Knowledge of public relations concepts and theories
  • Knowledge of public relations industry standards and practices (including legal issues)
  • Knowledge of institutional and departmental mission and goals

Skills and abilities required:

  • Ability to communicate institutional and departmental mission and goals verbally and in writing
  • Ability to establish effective relationships within and outside of the institutional community
  • Ability to utilize various media to effectively reach a global audience (e.g., print, web)

Principles of Communication

Knowledge required:

  • Knowledge of message development
  • Knowledge of the press and other forms of print media
  • Knowledge of online social networks, blogs, wikis, and emerging communication technologies

Skills and abilities required

  • Ability to develop departmental messages
  • Ability to compose press releases and engage local media
  • Ability to determine appropriate usage of social networks, blogs, wikis, and emerging communication technologies

 

Updated March 31, 2015