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. 

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