Influence: The Psychology of Persuasion (Wrapping up)

Last meeting, we were introduced to Dr. Robert Cialdini, a Psychology and Marketing professor at the Arizona State University and author of 1984 book Influence: The Psychology of Persuasion. 

Influence has sold over 2 million copies and has been translated into twenty-six languages. It has been listed on the New York Times Business Best Seller List. Fortune Magazine lists Influence in their "75 Smartest Business Books." Harvard Business Review lists Dr. Cialdini's research in "Breakthrough Ideas for Today's Business Agenda" (Wikipedia)

We have covered 4 chapters so far (including the introduction), and the last 3 chapters (plus Epilogue) will be the subject of our class reporting on Saturday.

I have mentioned that your next TEST assignment will involve replicating one of the many social experiments (or anecdotes) conducted by Cialdini based on the 6 principles (Weapons of Influence) as narrated in his book, and test the result whether it applies to Filipino consumers (and if not, why not). Cialdini's principles are also summarized as the 6 Shortcuts to Persuasion:

1. Reciprocity
2. Commitment and Consistency
3. Social Proof
4. Authority
5. Liking
6. Scarcity

Please watch the 2 videos below for a summary of these 6 principles.

To make this exercise immediately useful, I encourage you to pick something that can help you with your Practicum (for Entrep students) in terms of sales and promotions. MM students should look at collaborating with other Entrep classes (or your Entrep groupmates) in conducting the exercise.

This particular TEST assignment is due on next Saturday, 21 February or until we have covered all 6 principles. I am giving you more time to prepare and perhaps adjust or improve your methods to suit your market. BUT- be prepared to propose an experiment on Feb 14.

You can do the experiment several times as long as you record the process and the results each time you do it.

Remember to do this FOR GOOD, and not for evil purpose. Remember to practice ethical behavior at all times.

Here is a personal example of a social experiment that I did back in 2009. It does not explicitly gave details of the 6 persuasion principles that I used but you can read them between the lines.

Group Assignments for Saturday, 14 February are as follows.

For links to the articles, click

Trends
Tools and Text
Think-Piece topics are as follows:

Fifty Shades of Grey Arouses Sex Toy Boom
Coke bets on premium milk 
2014 Top 10 YouTube Ads in PHL
Prudent Questions, Evasive Answers (What went wrong here?)
Get to know Kickstart
The Psychology of Shopping
Fortune 500 List 1955 vs 2014
Bringing an Entreprenuerial Mindset to the World's Failing Systems

Other Matters:

I have told you before that I volunteered as Community Ambassador for Hootsuite Media, Inc., a tech company that provides a social media management platform. Well, Hootsuite is recruiting for new ambassadors. There are many opportunities await you as an Ambassador for Hootsuite- free training, access to social media trends and strategies, and an opportunity to be part of a global community of social media users. This is also a good training ground for you if you plan on taking Social Media Marketing jobs in the future, or thinking of becoming a social media community manager yourself.

If you are a savvy online networker, enjoy sharing your social media knowledge and insight, or are simply passionate about social media, we invite you to apply to share your passion for Hootsuite by becoming a Hootsuite Ambassador.

If you are interested, follow me on Twitter @notty_romero and send a tweet stating why you want to be part of Hootsuite Ambassador program. I'll personally recommend the first 5 students to do so.

I have been asked last time in class what types of messages I am tweeting about. Well, here are my Top 7 topics:

• Marketing (and school-related) stuff
• Social Media stuff/ Hootsuite materials
• Internship and Job Opportunities that I come across with
• #Mindanao matters (as I am from Mindanao)
• Personal stuff - basically what I am doing 
• Political stuff and opinions in 140 characters
• Hot deals (promos and all)

I hope to see more of you in Twitter. 

Begin with the End in Mind: Consumer Behavior Assignments for 7 February

Here's something to motivate you. Let me share with you Stephen Covey's The 7 Habits of Highly Effective People. Habit 2 states, "Begin with the End in Mind".

Here's an excerpt, (in parentheses are mine):

So, what do you want to be when you grow up (or when you graduate)? That question may appear a little trite, but think about it for a moment. Are you--right now--who you want to be, what you dreamed you'd be, (capable of) doing what you always wanted to do? Be honest. Sometimes people find themselves achieving victories that are empty--successes that have come at the expense of things that were far more valuable to them. If your ladder is not leaning against the right wall, every step you take gets you to the wrong place faster. 

Habit 2 is based on imagination--the ability to envision in your mind what you cannot at present see with your eyes. It is based on the principle that all things are created twice. There is a mental (first) creation, and a physical (second) creation. The physical creation follows the mental, just as a building follows a blueprint.

If you don't make a conscious effort to visualize who you are and what you want in life, then you empower other people and circumstances to shape you and your life by default. It's about connecting again with your own uniqueness and then defining the personal, moral, and ethical guidelines within which you can most happily express and fulfill yourself.

Begin with the End in Mind means to begin each day, a task, or project with a clear vision of your desired direction and destination, and then continue by flexing your proactive muscles (see Habit 1) to make things happen. 

One of the best ways to incorporate Habit 2 into your life is to develop a Personal Mission Statement. It focuses on what you want to be and do. It is your plan for success. It reaffirms who you are, puts your goals in focus, and moves your ideas into the real world. Your mission statement makes you the leader of your own life. You create your own destiny and secure the future you envision.-

Surely, your future will not be defined solely by how well you did in school BUT mind you, the discipline you bring to your school work, the habits you formed in school, and the quality of work that you turn in - these are the things that you will bring with you AFTER college.

So there. I hope you'll find time to reflect on what you want to be in the near future, where you want to go, and what future you envision for yourself.

Now for the class assignments-

Here are the links:

Text and Tools - same reference material
Trends- this and this 
Think-Piece topics below:

Consumer Confidence and Spending Intentions
How Advertisers Conquered the Super Bowl
The Philosophy of a Hashtag Strategy
5 Ways for an Online Entreprenuer to Stand Out
Super Bowl 2015 Ads
The Dangers of Cut-Price-Cut Soap
The Philippines is SEA's Strong Man
Smart Phones are the New Cigarettes

Please remember the guidelines that I gave you on Effective Presentations. Summarize. Synthesize. See you all on Saturday.

Consumer Behavior Assignments: January 24

Here are the assignments for 24 January 2015:

Here are the links:

For Trends: Thinking Socially
For Tools:  Laddering
For Text, see previous blog post
For Think-Pieces:

Online Video is reshaping Southeast Asia's Media Landscape
Ethical Consumerism
Shallow Capitalism
The Psychology of Sharing
Internet of Me
How retailers can keep up with consumers
Mobile-Shopping Myths
The Science of Spending and Happy Money


Good luck and see you on Saturday!

2015 is here.

Happy new year, everyone! Welcome back from a long break. Here are some reminders for our class on Saturday, 10 January.

First, I'm calling the attention of all class presidents to please send me a copy of the class directory at once. Thank you.

Next, I'm expecting everyone in the class to have formed their respective group. Again, each class will have 5 Learning Groups. I'm requesting the class president to assign a group number for each (via draw lots or whatever random method you can devise).

Lastly, our class starting Saturday will use the 5 Ts as our class format for group assignment and class activities.. See table below to know what the 5Ts are.

For the specific topic, see table below:

In case the links above doesn't work, here they are again:

For Trends: Thinking Automatically
For Tools: Economically Efficient Guide to Gift Giving plus re-introduce the concepts of (1) Indifference Curve, (2) Law of Diminishing Marginal Utility that you have learned from your Economics class. UPDATED
For Text, see previous blog post
For Think-Pieces: No duplication of articles whenever possible. Submit your think pieces/reaction on paper (NOT soft/electronic copy). Topics are as follows:

1. Insignificant Trends for 2015
2. Crackberries
3. Consumer Expectation Survey
4. Multiple Screens
5. Big Mac Hurting
6. Lost Pleasure in Junk Foods
7. Millennials
8. Why We Buy

Your questinos/ clarifications are most welcome. Please write them down in the comment section below.

See you!

Introduction to MARK 110: Consumer Behavior with Research Applications

Hello there!

I understand that there are glitches in our class schedule and room assignments that I hope will be resolved when we get back to school in January 2015. Here is a quick recap of administrative matters:

1. My class schedule and room assignment is shown above. For irregular students, you may choose any of the MARK 110 class schedule above, and let me know which one you are joining.
2. For regular blocks, kindly make sure that our room assignement is the final one, and please let me know before our first class next year: January 10.
3. You need to form 5 groups per class. 
4. You need to send me your class directory complete with mobile numbers, email addresses and listed according to your grouping.
5. Follow my on Twitter (@notty_romero) and/or Google+ so you can get regular updates about the class. 

For those who missed the first meeting, here are 2 slide decks that I presented:

About Me: A brief introduction about myself, especially for Entre 4-1 and 4-2 classes.

Introduction to the Course and Class Requirements:

Due to time constraints, only MM 4-2 have completed the Class Activity on What type of consumer are you (family/individual). For Entre 4-1 and Entre 4-2, this is an outstanding assignment that you need to submit as a group. Some Entre 4-1 students have already submitted via email. For those who have not done so, you have until Saturday, December 20.

The next assignment is another group assignment- a write-up on the types of people (consumer profiling) you meet in a particular marketplace (restaurant, mall, supermarket,etc). See instructions and samples in the presentation above. MM 4-2 and Entre 4-1 have already submitted last Saturday. For Entre 4-2 and irregular students, this assignment is due on Saturday, December 20.

For everyone, please find time to read the books/ references for this class during the holidays. Give yourself the gift of READING.

There are more things to do, and so little time left. Watch out for more announcements. Happy Holidays!

International Marketing: Assignments for September 20

Hi there,

Please find below the topics for your reaction papers:

Democracy for sale

Breast-feeding: A Philippine battleground

Top 10 Super Bowl Commercials of All Time

Every Content Marketer Needs an EditorRethinking the 4 P'sThe New Mad Men Of Advertising Are... EverywherePublic Relations in the Philippines: It’s a ‘love’ thingSecrets of the Superbrands

The Silent Killer of New Products: Lazy Pricing
7 awesome QR code marketing campaigns
How to Market Test a New Idea

For the rest of the class, please find below your team assignments:

As mentioned last Saturday, September 20 is our last class day. September 27 should be devoted for the preparation of your paper. Guidelines have been posted and can be viewed here.

See you.

International Marketing: Assignments for September 13

Please see below the list of assignments for this week's session. I understand that the 8:30am class (MARK109-3) will also have their defense on Saturday, coinciding with our class. Therefore, MARK 109-3 will have no class on Saturday BUT reaction papers should be submitted as scheduled.

Here are the topics for your reaction paper. There are 6 videos to choose from. These are topics that are very much related to our previous topic: Channel Strategies.  Avoid duplication of topics, unless there are 7  people in your group.

Everyone is encouraged to watch the videos or read the articles, even if it is not yet your turn to make a reaction paper.

How containerization shaped the modern world - Sir Harold Evans

Amazon. Facebook. Now Google drones?

Walmart Supply Chain

Inside FedEx's 'Superhub' During Christmas Rush

A Behind the Scenes Look at Starbucks Global Supply Chain

We are Maersk - We make change happen

I'm expecting a lively discussion on Saturday. See you then.

International Marketing Week 4 Assignments

Happy New Month! Please see below your class assignments for our meeting on Saturday, 5 July.

Reflection Paper:

Japan under our skin

Introducing Project #LIVE, a documentary that explores the new age of storytelling and it means for brands

Volkswagen in America: Beetling back to success

APEC strengthening mining sustainability

Britain would be foolhardy to isolate itself
The Psychology of Color in Marketing and Branding
Solaire Resort and Casino unveils new plane livery


Details of assignments:

If you have questions or clarifications, please raise them in the comment section below so others can keep track of the answers.

Thanks, and see you!

Week 3 Assignments

Here are the assignments for our next meeting: 28 June 2014. Since Mark 109-3 is not yet settled down with our own classroom, please refer to Week 2 Assignments instead. (If you have news about our permanent classroom for the sem, please tell me. Thanks).

For all students: Required reading of Chapter 2 of Onkvisit and Shaw (Trade Theories and Economic Development), plus reading and sharing of current events in International Marketing.

UPDATE! Sorry for the confusion. I have mixed up the group assignments. Let us all revert to what was agreed during class. Can somebody from Block 1 and 2 post the group assignments in the comment section below? Thank you.

Group 3: Reaction Paper on the following topics:

Uber teams up with Tesla in Shanghai

Puregold ties up with Japan convenience store giant

With Burger King Set to Sell Burgers for Breakfast, Who Rules Fast Food?

The Filipinos who made Singapore, Singapore

Filipino Fast Food Taste Test

Binalot eyes Middle East expansion
Sun, sea and surfing

You are however still free to pick another topic if you so decide. Just remember to link me up to the original article for my reference. 

Group 4: Report on Chapter 2 of Onkvisit and Shaw (Trade Theories and Economic Development), including Case 2.1 The United States of America vs The United States of Europe. Remember the criteria for effective presentation- informative value, interactivity and creativity.

Note on presentations (this applies to all sections/blocks): If you require a multimedia projector to play video/s, please tell me ahead of time. The videos should be uploaded in the Google Drive before the class if you wish to use my computer. If you cannot manage that, you may bring your own laptop. For security reason, I will not allow you to access your files through my computer using a flash drive. Powerpoint presentation is not allowed.

Group 5: Graphic recap of the presentation.

Group 1 and Group 2: Rate the presentations using the criteria above.

Read again the instructions for the assignments in my previous post if you want more clarification.

See you in class. Please come prepared.

Week 2 Assignments

Please see below your assignments for our next meeting. Note that there are group assignments and there are individual assignments. 

As mentioned before, group reporting will be rated using the following criteria: informative value, creativity and interactivity. No PowerPoint presentation is necessary. Use you creativity, and employ various interactive learning methods to involve the whole class in the discussions.

For Group 1, here are my suggested articles:

Amazon, Best Buy leaks PlayStation 4 Vita Bundle

iWatch is Coming?

Google waxes poetic in Chromebook’s arrival to nine new countries

Powerade settles score with Gatorade over LeBron James cramps

PH a step closer to graphic health warning on cigarettes

Other recent articles that you may have come across with can also be used as reference. Talk among your group so there will be no duplication of articles.

All you have to do is read the story, summarize it in not more than 100 words then write your comments and reaction in not more than 200 words. Once you are done, save the file using this naming convention: MARK109<section>-Reaction Paper-<Your Last Name>.

Send the file to me via email on or before Friday, 13 June.

As you react to the article, keep in mind the marketing and management concepts you have learned thus far and see how these concepts become real in the actual world of business: Is the company on the right track? Can you see their strategy? Will it work? Why or why not? How will the competitors respond? Who do you think will win? Is that their competitive advantage? How do you describe their marketing strategy with respect to the 4Ps? How should business respond to the new regulations? 

Good luck and see you on Saturday!