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Outbound Marketing Path Handbook


Welcome. This copy will welcome participants to their path, letting them know the value of their decision and anticipated outcome. The next paragraph should set expectations for the handbook, letting readers know this is their go-to resource and place to capture learning/insights along their journey. Revert back to this handbook for course notes, reference materials, and contacts. Finally, we will inspire them to complete the path, engage with their colleague and fellow “students,” and share their experiences moving forward. Connect with others on their path, ask questions, feature course content you’ve found useful, hear from instructors, and more via the Outbound Marketing Path Chatter group #OutboundPath.

Best of luck! The Marketing U Team

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Table of Contents I. II. III. IV. V. VI.

Marketing Competency Model Outbound Marketing Path Outbound Marketing Core Courses Outbound Marketing Electives Continuous Learning FAQ

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Marketing Competency Model This copy briefly explains the purpose of the Marketing Competency Model and how it relates to their particular path. Also, entertain idea of incorporating 70/20/10 Model into copy, showing importance of learning through courses, coaching, and on-thejob experiences.

Link to online, interactive version of model

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Outbound Marketing Path Role description: Designs and develops content to inform the marketing programs and collateral for the organization's products/services to the external market. Develops appropriate targeted messages to drive product/service positioning, increase sales and enhance market share. Translates product plans, roadmaps and strategies into key product marketing messages and communications. Drives product marketing activities and communications to establish, enhance or distinguish Dell’s product placement within the competitive arena.

Core Courses (#hours):

Electives (Choose 2 minimum):

Customer Understanding Suite SMAC Listening for Insights Dell Solutions Ladder (3 hrs.) Brand Voice (4 hrs.) The Power of Agency Partnerships (1 hr.) Online Merchandising (8 hrs.) Messaging: Power Messaging (3 hrs.) Creating Customer Value (1 hour)

Brand Certification (3 hours) SMAC Certification (3 hours) Pragmatic Marketing (1 hour) Strategic Marketing (1 hour) eDell Content Strategy (1 hour) Customer Value-driven Merchandising (1 hour) Retailing (1 hour)

Continuous Learning (Recommend 2 hours each/quarter): Dell Talks Association conferences/ webinars: ANA, ITSMA, ISBM, MSI Coaching and mentoring

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Outbound Marketing Path Core Courses

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Customer Understanding Suite Provide a brief description of the course and expected learnings… also tie into how this course can be related to your real job.

Course notes; • • • •

These are the cliff notes to the course The top three-five things a participant should remember Goal is to drive them back to the handout and use as a resource Include any infographics, charts, tables, etc… that are relevant to the course

Link to course in Saba

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Notes:

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SMaC Listening for Insights Provide a brief description of the course and expected learnings… also tie into how this course can be related to your real job.

Course notes; • • • •

These are the cliff notes to the course The top three-five things a participant should remember Goal is to drive them back to the handout and use as a resource Include any infographics, charts, tables, etc… that are relevant to the course

Link to course in Saba

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Notes:

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Dell Solutions Ladder

Provide a brief description of the course and expected learnings… also tie into how this course can be related to your real job.

Course notes; • • • •

These are the cliff notes to the course The top three-five things a participant should remember Goal is to drive them back to the handout and use as a resource Include any infographics, charts, tables, etc… that are relevant to the course

Link to course in Saba

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Notes:

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Brand Voice (MKTG 1020)

Provide a brief description of the course and expected learnings… also tie into how this course can be related to your real job.

Course notes; • • • •

These are the cliff notes to the course The top three-five things a participant should remember Goal is to drive them back to the handout and use as a resource Include any infographics, charts, tables, etc… that are relevant to the course

Register now

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Notes:

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The Power of Agency Partnerships (MKTG 1035)

Provide a brief description of the course and expected learnings… also tie into how this course can be related to your real job.

Course notes; • • • •

These are the cliff notes to the course The top three-five things a participant should remember Goal is to drive them back to the handout and use as a resource Include any infographics, charts, tables, etc… that are relevant to the course

Link to course in Saba

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Notes:

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Online Merchandising (MKTG 1027) Provide a brief description of the course and expected learnings… also tie into how this course can be related to your real job.

Course notes; • • • •

These are the cliff notes to the course The top three-five things a participant should remember Goal is to drive them back to the handout and use as a resource Include any infographics, charts, tables, etc… that are relevant to the course

Register now.

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Notes:

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Messaging: Power Positioning (MKTG 1017) Provide a brief description of the course and expected learnings… also tie into how this course can be related to your real job.

Course notes; • • • •

These are the cliff notes to the course The top three-five things a participant should remember Goal is to drive them back to the handout and use as a resource Include any infographics, charts, tables, etc… that are relevant to the course

Register now.

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Notes:

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Creating Customer Value Provide a brief description of the course and expected learnings… also tie into how this course can be related to your real job.

Course notes; • • • •

These are the cliff notes to the course The top three-five things a participant should remember Goal is to drive them back to the handout and use as a resource Include any infographics, charts, tables, etc… that are relevant to the course

Link to course in Saba

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Notes:

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Outbound Marketing Path Electives Brand Certification Our brand is about how we treat our customers, how we interact with each other and how we interact with the community to help them do more. By becoming brand certified, you will learn how to use the brand as a filter in everything you do, assist other team members with brand questions, showcase the certification in your IDP, receive the Brand Certification e-signature and take your knowledge to the next level in becoming a Brand Champion. Become brand certified. SMaC Certification Dell recognizes the importance of using social media as a way to engage and foster communication with our customers. Team members who use social media on behalf of Dell are required to complete Social Media and Community (SMaC) Professional Certification training, and must be familiar with Dell’s Global Policy on Social Media and Social Media Principles. Certification requires three core courses, plus a platform of choice such as Facebook or Twitter. Become SMaC certified. Pragmatic Marketing (MKTG) Effective product marketing shows you how to gain a deep understanding of your buyers and leverage this knowledge to create marketing plans and tools that work. Learn how to align your marketing strategy with the goals of your organization, and to effectively measure and report the impact of your programs.

Strategic Marketing in Action (MKTG 1010) This highly interactive three-day session will provide you with a strong marketing strategy framework and tools to help support your marketing role. You will use valuable frameworks for defining marketing strategy, leveraging customer insights and driving effective campaign management. Register.

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eDell Content Strategy (MKTG) This e-learning module explains Dell’s content strategy, how copywriting for the web can accentuate the online medium and how to work on Dell’s site simplification efforts. Customer Value-driven Merchandising (MKTG 1016) Deepen your understanding of integrated marketing and how merchandising fits into the overall picture. This session brings outside-in expertise and best-in-class merchandising practices that will enable you to design appropriate merchandising and messaging strategies that facilitate long-term customer relationships. Register. Retailing (MTKG) Taught by leading business school faculty, this course shares best practices in store retailing, merchandising, and retail partnerships, as well as how to work with online partners to best feature the Dell products and brand.

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Continuous Learning Dell Talks A monthly lecture series open to all marketers and available through live webcast. Dell Talks offers direct access to senior leadership and helps provide context and analysis in how Dell is helping customers succeed. In this forum, you can gain a deeper understanding of the strategies and solutions we’re bringing to market. Check out the Dell Talks line up.

Webinars Dell’s investment in the world’s learning marketing associations gives you free access to white papers, case studies, blogs, webinars, and more. Find a webinar today. • •

• •

The Association of National Advertisers (ANA) is a leading trade association for large, client-side advertisers The Information Technology Services Marketing Association (ITSMA) is a research-based membership organization that works with the world’s leading technology and communications companies to improve marketing and sales of services and solutions The Institute for the Study of Business Markets (ISBM) is a center of excellence in the Smeal College of Business Administration at Penn State’ it is a vital network of researchers, educators and practitioners in business-to-business marketing in companies and universities throughout the world. Marketing Sciences Institute (MSI) bridges corporate and academic thought leaders to collaborate on research and study of the marketing field The Marketing Leadership Council (MLC) is part of the Corporate Executive Board, a leading resource for corporate executives to share best practices in the marketing field

Coaching/ Mentoring Dell believes that 20 percent of a team member’s development occurs from engaging with others via coaching and mentoring. Learning from colleagues helps refine your behavior via feedback, advice and exposure to new work styles. Use these mentoring templates to aide your journey.

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FAQ Q: What are the requirements for completing the Outbound Marketing Path? A: The requirements for completing a track are outlined within this guide. Upon completion, you will be notified via email and a note will be sent to your manager.

Q: Who should I contact should I have any questions? A: Should you have any questions, please contact our team’s mailbox at MarketingU@dell.com

Q: What do I do if I took a class and it’s not showing up in my transcript? A: E-mail the classes you are missing and the dates you took them to MarketingU@dell.com. Our program manager will assist you.

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Outbound Marketing Path Handbook  

This handbook is a work in progress, directing Outbound Marketers who have registered for the Outbound Marketing Path guidance along their j...

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