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A. ASSIGNMENT 2: MARKETING PLAN GUIDELINES & WORKBOOK
VALUE: 25% OF FINAL MARK
DUE DATE: END OF SESSION 10
1. PURPOSE OF OUR MARKETING PLAN
A maintainable warehouse of market intelligence, analyses, decisions and actions about Product/Price, Place & Promotion.
2. MARKETING PLAN EVALUATION CRITERIA
1. SPECIFIES THE PRODUCT: YOU
a) Brand identity
b) Brand equity
c) Price
2. SPECIFIES YOUR PLACE
a) Target Jobs
i. URLs to the locations of job postings
ii. Standard job functions & skill requirements of your trade
b) Target Companies/Recruiters/Temporary Employment Agencies
i. Specify at least five companies in your sector and contact information
ii. Specify URL links to sources of market intelligence about their:
1. Customers, Products, Channels
2. Objectives/Issues: Economic, legislative/regulatory, technological and socio-political
c) Target Sector(s). A sector is a group of companies that have similar products, customers, channels. Based on
evidence found in (a) and (b):
i. Specify at least one target sector that interests you
ii. Specify URL links to sources of sectoral intelligence about
1. Customers, Products, Channels
2. Objectives/Issues: Economic, legislative/regulatory, technological and socio-political
3. SPECIFIES YOUR ACTION PLAN
a) Sectorial, company, job, pursuit goal
b) Promotion: Channels To Targets
i. Network
ii. Companies
iii. Recruiters/Temporary Employment Agencies
iv. Resume posting sites
v. Job Fairs/competitions
vi. Other promotional initiatives
1. Align résumé with actual market requirements
2. Identify need for additional research into jobs, sectors, companies
3. Identify need for skill/experience acquisition, development requirements
4. Campaign execution priorities, stages, schedule
5.
5
15
10
STS CAREER PLANNING & DEVELOPMENT WORKBOOK
PAGE 2 OF 9
3. WHAT EMPLOYERS WANT: KEY WORDS
Employers, recruiters and all online job boards now look for key words in our resume and letters. We will be screened out if they’re not there.
1. Go to https://www.indeed.ca/
2. Search for job titles that most closely match the type and level of the role you want
3. Open at least two role descriptions. You’ll see that these describe duties and qualifications. Compare advertised role requirements to your
skills, experience. If the gap between them is too wide, search for a role that fits. If you’re having trouble finding roles, speak to me.
4. Copy duties and qualifications into the forms below
5. Highlight key words to include in your resume.
At Sun Life, we work together, share common values and encourage growth and achievement. We offer many career paths that attract a wide variety of talent and skills. Follow a path that lets your talents shine.
Job Description:
Digital Health Solutions is looking for an enthusiastic Business administrator to assume responsibility for the daily administration and support of Salesforce CRM and the Community cloud instance. The job will include but will not be limited to
managing user setup, updating carousels on Lumino website, publishing content, running reports/dashboards and ongoing maintenance of Salesforce. In this role, you will work closely with management as well as end-users to understand and help
define business requirements.
Role Description:
We are looking for someone to join our team who can help us grow through our use of the salesforce.com community cloud and CRM platform. The primary platform to work with will be salesforce.com and this candidate should have experience
working with HTML. The ideal candidate will have experience with salesforce.com and have a good understanding of how to apply business concepts to Salesforce. You have to be a real problem solver, and know how to lean on different systems to
get the desired result. You will be required to keep on top of new Salesforce features and functionality, specifically Lightning, and are comfortable providing recommendations for process improvements.
Responsibilities:











New user setup, user and permission maintenance, profile maintenance, troubleshooting user issues.
Provide day-to-day support and assist users with proactive best practices to enhance and increase their knowledge of Salesforce.
Preparing Salesforce Reports and Dashboards to monitor all operational activities.
Working with 3rd party add-ons (i.e. tealium, adobe analytics, adobe target and adobe campaigns) to improve user experience, customer experience and value of data.
Analyzing requirements with Business Leaders, Product Owners, and Project Managers, and recommending possible solutions.
Actively reviewing, assessing, and evaluating application updates to ensure optimal performance.
Document system configuration & administration processes and develop & maintain Salesforce training materials.
Ability to keep up to date with seasonal Salesforce releases and bugs/issues reported from Salesforce vendor.
Define and execute salesforce business testing
Create and maintain Lumino Health website content and carousels
Create and publish articles on Lumino Health website
Qualifications:














Post Secondary education in a related field.
CSS and HTML experience required. Bonus points if you understand SLDS.
1-2 years of Salesforce Administration, experience is an asset.
Proven analytical abilities as well as diagnostic and problem-solving skills.
Ability to work independently and in a team environment.
Must be able to work on multiple projects simultaneously, adapt to rapid changes in scope and agenda to meet changing business needs.
Must have strong communication and presentation skills and be able to share changes and findings to a variety of teams timely & effectively.
A positive attitude and willingness for continuous learning of new technologies.
Salesforce administrator certification considered an asset.
Salesforce Community Cloud, Sales Cloud and Service Cloud experience is an asset
Strong problem solving skills
Experience being held to metrics a plus
Motivation, drive and a self-starting attitude
Ability to work in a fast paced, team environment
Role 1
Role 2
© Harold Ekstein & Associates, 2019
STS CAREER PLANNING & DEVELOPMENT WORKBOOK
PAGE 3 OF 9
4. SPECIFY THE PRODUCT
My Brand Identity: ‘Tell Me About Yourself’
If your résumé was completed according to specifications, all you need to do is copy relevant portions of your profile into this section. However, you
must demonstrate in your action plan that you reviewed the accuracy and completeness of this statement based on market intelligence gathered
during this project
My Brand Equity/Value Proposition: ‘Why We Should Hire You?’
Same as above
My Price: Market Value
The following are starting sources of information about your market value. You must specify an actual value/range
GBC Career Centre
http://www.workopolis.ca
http://www.monster.ca
http://www.canadavisa.com/canadian-salary-survey.html
http://www.wowjobs.ca/salary.aspx

Average Salary in Canada – Average Canadian Salary


http://swz.salary.com/CanadaSalaryWizard/layoutscripts/cswzl_newsearch.aspx
http://www.payscale.com/research/CA/Country=Canada/Salary
© Harold Ekstein & Associates, 2019
STS CAREER PLANNING & DEVELOPMENT WORKBOOK
PAGE 4 OF 9
5. SPECIFY TARGET JOBS
Our objective is to identify current, actual companies that are hiring and current, actual job requirements. Because larger companies computer scan
resumes for key words, it’s also important to observe the key words currently being used and to make sure that they are included in your résumé
and, ultimately, our cover letters. For example, because accounting majors don’t as yet have a designation, this analysis must observe that entry
level jobs are titled accounting clerk or bookkeeper, etc.
Starting Sources Of Information About Jobs
Web Aggregators
Also called search engines, crawlers and spiders, web aggregators are search engines that collect and organize information from hundreds of
company, recruiter, web sites, in our case, job opportunities (paid job boards, employer career sites and governmental career sites). Because these
sites give us the widest and deepest initial source of information about jobs and where they are, insert the broadest key word into the key word box,
e.g., ‘accounting’, ‘marketing’, ‘logistics’, ‘project management’and copy the URL into the URL Links To Target Jobs field below
List of job web aggregators:
http://www.splashfind.com/ca/Top_100_Canadian_Job_Websites.html. Be cautious
of security and privacy on sites like Craig’s List and Kijiji
Indeed: http://www.indeed.ca/
CareerBuilder: http://www.careerbuilder.ca/
Eluta: http://www.eluta.ca/
SimplyHired: http://www.simplyhired.ca/
Wowjobs: http://www.wowjobs.ca/
LinkedIn logically fits into the following section, but it is such a valuable job site that I
include it here:
https://www.linkedin.com/jobs/search?keywords=&location=Canada&locationId=ca:0&trk
=jobs_jserp_search_button_execute&searchOrigin=JSERP
Sites on which companies/recruiters pay to have their ad posted
https://www.linkedin.com/jobs/search?keywords=&location=Canada&locationId=
ca:0&trk=jobs_jserp_search_button_execute&searchOrigin=JSERP
http://www.workopolis.com/EN/Common/HomePage.aspx
http://promotion.monster.ca/keywordjobsearchnew?WT.srch=1&WT.mc_n=olm_tm_srch_ggl_gen_ca
Industry trade associations/journals/websites: The Canadian Information Centre for
International Credentials http://www.cicic.ca/en/profess.aspx?sortcode=2.19.21.21
Government/Governmental Agency Career Sites. Increasingly, job postings from
these sites are now covered by Aggragators
http://www.canadajobs.com/
© Harold Ekstein & Associates, 2019
STS CAREER PLANNING & DEVELOPMENT WORKBOOK
PAGE 5 OF 9
https://www.gojobs.gov.on.ca/Jobs.aspx
http://www1.toronto.ca/wps/portal/contentonly?vgnextoid=c3ae1f42c1744410VgnVCM100
00071d60f89RCRD
http://www.jobbank.gc.ca/home-eng.do?lang=eng : Jobs advertised through Employment
and Social Development Canada
http://www.jobbank.gc.ca/top_jobseng.do;jsessionid=B2CD0DCDB625E554B0F31572C49DF8AF.imnav1
Industry/trade association websites: http://www.canadiancareers.com/sector.html
URL Links To Titles Of Target Job
Indeed and CareerBuilder list all job titles as hyperlinks in the left margin. In this case, paste those links here. In sites that don’t have this analysis,
copy the URL here,e.g., http://www.wowjobs.ca/BrowseResults.aspx?q=accounting&l=Toronto%2C+ON
Indeed
CareerBuilder
Eluta
SimplyHired
Wowjobs
LinkedIn
Specify Standard Job Functions & Skill Requirements Of Your Trade. Starting
Points
Analyze a sampling of jobs for current key words that employers use
Google your trade and capture URLs to sites that specify standard functions
Wikipedia: https://en.wikipedia.org/wiki/Main_Page
Industry/Trade Association Websites:
https://www.google.ca/search?q=iv.+Industry%2FTrade+Association+websites&oq=iv.+I
ndustry%2FTrade+Association+websites&aqs=chrome..69i57.3938j0j8&sourceid=chrome&
ie=UTF-8
National Occupational Classification System:
http://www30.hrsdc.gc.ca/NOC/English/NOC/2006/SearchIndex.aspx
© Harold Ekstein & Associates, 2019
STS CAREER PLANNING & DEVELOPMENT WORKBOOK
PAGE 6 OF 9
6. SPECIFY TARGET NETWORK, COMPANIES, RECRUITERS
Specify Network Contact Information
Specify Target Companies/Recruiters/Temporary Employment Agencies
Starting Sources Of Information About Companies/Recruiters
Web Aggragators provide a partial list of companies/recruiters as hyperlinks in the
left margin. Paste those hyperlinks below. For sites that don’t have this analysis,
paste the URL to your companies here,e.g.,
http://www.wowjobs.ca/BrowseResults.aspx?q=accounting&l=Toronto%2C+ON
Performance: Financial Post 500:
http://www.financialpost.com/news/fp500/2015/index.html
Fastest Growing: Profit:
http://list.canadianbusiness.com/rankings/profit100/2008/intro/Default.aspx?sp2=1&d1=d&sc1=9
Best Companies To Work For: http://www.canadastop100.com/national/
Company Reputation: http://www.ratemyemployer.ca/default.aspx?l=en
Scott’s Directory: http://www.scottsinfo.com/ : Available in GBC and most major libraries,
details information about company products and management
Companies
Temporary Employment Agencies hire people for temporay replacement/work overload situations, etc.. They are an important way to get experience
Specify URLs to at least 5 companies in your
Specify URLs to ‘About Us’ sources of market
Specify URLs to market intelligence about
sector and contact information, e.g., Careers
intelligence about their customers, products,
their objectives/Issues: Shareholder reports
section of their website
channels
Recruiters are agents hired by a company to recruit and screen applicants
Specify URLs to contact information for at least at least 5 recruiters in your sector
© Harold Ekstein & Associates, 2019
STS CAREER PLANNING & DEVELOPMENT WORKBOOK
PAGE 7 OF 9
Temporary Employment Agencies hire people for seasonal temporary
replacement/work overload situations, etc. – an important way to get experience
Specify URLs to contact information for at least at least 3 temporary employment agencies in your sector
7. SPECIFY TARGET SECTOR(S)
A sector is an economic group that has similar customers, products and channels. Each sector has unique content and processes, so, because our
first/next professional job programs us for subsequent jobs, it’s really important to use this time to learn one or more sector’s customers, products
and channels and objectives/issues. Specify URLs to sources of intelligence about sectoral Customers, Products, Channels. Starting points: While
doing this analysis observe the complete range of sub-sectors that could be additional targets
Starting Sources Of Information About Sectors
Where the wealth is


Forbes: By profit
− World’s Most Profitable Public Companies, 2017 : https://www.forbes.com/global2000/list/#tab:overall
− Canada’s Most Profitable Public Companies, 2017: : https://www.forbes.com/global2000/list/#country:Canada
Financial Post: By revenue, includes sectoral information
− Canada: Companies By Revenue, 2016: http://business.financialpost.com/features/fp500-the-premier-ranking-forcorporate-canada
− Canada’s Sectors By Revenue, 2016: http://business.financialpost.com/features/fp500-the-premier-ranking-forcorporate-canada
Where the jobs are


Statistics Canada: http://www.statcan.gc.ca/tables-tableaux/sum-som/l01/cst01/econ40-eng.htm
Web Aggragators: See page 4 of this workbook
Specify Links To Sources Of Sectorial Intelligence About Target Sector
Customers/Products/Channels






International Standard Industry Classification (ISIC): http://unstats.un.org/unsd/cr/registry/regcst.asp?Cl=27
North American Industry Classification System (NAICS) home page:
http://www23.statcan.gc.ca/imdb/p3VD.pl?Function=getVDPage1&TVD=145557&db=imdb&dis=2&adm=8
North American Product Classification System home page:
http://www23.statcan.gc.ca/imdb/p3VD.pl?Function=getVDPage1&TVD=145557&db=imdb&dis=2&adm=8
https://www.wikipedia.org/
http://www.investopedia.com/
http://www.jobbank.gc.ca/top_jobs-eng.do;jsessionid=B2CD0DCDB625E554B0F31572C49DF8AF.imnav1
© Harold Ekstein & Associates, 2019
STS CAREER PLANNING & DEVELOPMENT WORKBOOK
PAGE 8 OF 9
Specify links to sources of sectorial intelligence about Sector objectives/Issues:
Industry/Trade Associations
© Harold Ekstein & Associates, 2019
STS CAREER PLANNING & DEVELOPMENT WORKBOOK
PAGE 9 OF 9
8. SPECIFY YOUR ACTION PLAN
Sectorial, Company, Job, Pursuit Goal
Promotion: Channels To Targets
Network: Specify names and contact information
Companies
Recruiters
Resume posting sites
Events/competitions, job fairs
Other promotional initiatives
Align Résumé With Actual Market Requirements
Identify Need For Additional Market Research Into Jobs, Sectors, Companies
Skill/Experience Acquisition, Development Requirements
Campaign Execution Priorities, Stages, Schedule
© Harold Ekstein & Associates, 2019

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