SYLLABUS MKT-421 Academic Resources Business Week Access Li
SYLLABUS MKT-421 Academic Resources Business Week Access Links Instructions Review theBusiness Week Access Links. SupportingMaterial Business Week Access Links Course Web Links Instructions Review theCourse Web Links. SupportingMaterial Course Web Links Library Guide: Marketing Specific Resources Instructions Review theLibrary Guide: Marketing Specific Resources. SupportingMaterial Library Guide: Marketing Specific Resources Program Map Instructions Review theProgram Map. SupportingMaterial Program Map Perreault, W. D., Jr., Cannon, J. P., & McCarthy, E. J. (2011). Basic marketing: A marketing strategy planning approach (19th ed.). New York, NY: McGraw-Hill Irwin. Faculty and students/learners will be held responsible for understanding and adhering to all policies contained within the following two documents (both located on your student website): Get Ready for Class Familiarize yourself with the textbooks used in this course. Instructions Perreault, W. D., Jr., Cannon, J. P., & McCarthy, E. J. (2011). Basic marketing: A marketing strategy planning approach (19th ed.). New York, NY: McGraw-Hill Irwin. Course Materials All electronic materials are available on your student website. Week1 -Defining Marketing and Consumer Behavior 1.1 Explain the marketing mix and the marketing concept. 1.2 Identify the key trends that are driving change in marketing practices. 1.3 Explain factors that influence consumer purchasing decisions. 1.4 Analyze how organizations build strong customer relationships and customer value through marketing. 1.5 Evaluate the importance of personal branding. Assignments #1-Favorite Brand Paper Instructions: Write a 700- to 1,050-word paper in which you identify your favorite brand and explain why it is your favorite. In the paper you should do the following: Identify a brand about which you are passionate. Explain a minimum of three reasons why you are passionate about this brand. Respond to the following questions: Is the company successful in building loyal customer relationships across different groups? Why or why not? Identify at least two other competitors in the same industry, and explain why you prefer your selected brand over the competitors. Cite a minimum of three sources from popular media (magazines, newspaper, and online media) that illustrate your points. Format your paper consistent with APA guidelines. SupportingMaterial:Writing and Style Guidelines (APA)New APA Paper Template: 300-499 Individual Jun 15, 2015 11:59 PM 5 Week2-Strategic Planning and Positioning Tasks 2.1 Identify the components of an effective marketing plan. 2.2 Conduct a SWOT and competitive analysis. 2.3 Apply the market research process in discovering and answering business questions. 2.4 Apply a segmentation model to create a target market and develop a positioning statement. Assignments See the student website for additional recommended learning activities that may help you learn this week’s concepts. #1-Marketing Mix Presentation Instructions: Select a company currently experiencing marketing changes. Create a 6-8 slide Microsoft PowerPoint presentation (including a title slide) that analyzes that company’s marketing mix: Each of the four P’s should be addressed on its own slide. The final slide should analyze the changes this company is experiencing and the driving forces behind the changes. Use the Wall Street Journal articles in the University Library to facilitate your research of the company. To do so, access the University Library, go to Find Publication, type in Wall Street Journal and then company you are researching. SupportingMaterial:Wall Street Journal #2-Personal Branding Plan Paper Instructions: Write a 700- to 1050-word paper that does the following: Summarizes your background and what makes you unique in a 1- paragraph elevator pitch Identifies 3 to 4 companies you want to work for, and an explanation as to why Identifies the best methods for contacting those companies and engaging those who might influence the hiring decision Format your paper consistent with APA guidelines. SupportingMaterial:Writing and Style Guidelines (APA)New APA Paper Template: 300-499 Week3 -Product and Pricing Strategies 3.1 Explain the product life cycle and the objectives and strategies for each stage. 3.2 Apply a product development decision process to a new product or service launch. 3.3 Identify the factors that affect a firms pricing decisions. 3.4 Evaluate pricing strategies and programs for setting and adapting the price of a new product or service. Assignments See the student website for additional recommended learning activities that may help you learn this week’s concepts. #1-Perceptual Map Presentation Instructions: Review “perceptual mapping” located on the Week 2 ERR page. Review the example perceptual map in Exhibit 4-14 in Ch. 4 of Basic Marketing. Select an industry with many competitors. Select two key variables that segment the competition. Complete a perceptual map that includes a minimum of 10 competitors from that same industry. Explain why you placed each competitor on its particular spot on the map. Use the MarketLine database in the University Library to facilitate your research of the company. Create a 10- to 15-slide Microsoft PowerPoint presentation with your map and competitor explanations. Include a summary slide at the beginning of your presentation. SupportingMaterial:perceptual mapping Basic Marketing, Ch. 4 #2-Strategy and Positioning Paper Instructions: Use the new product or service that will be launched by either an existing organization or one you will create. This product or service was selected in Week 2 and instructor approval should have been obtained prior to Week 3. You will use this product or service for this assignment and those in future weeks. Write a 2,800- to 3,500-word paper that includes the following: An overview of the organization A description of the product or service A SWOT analysis of the organization and offering A competitive analysis of the organization and offering using Porter’s five competitive forces model The criteria you will use to segment your market and select your target market including geographic, demographic, psychographic, and behavioral factors A description of your target market Needs that cause your target market to buy including emotional and logical drivers A written positioning statement that identifies: Your target market The needs that drive purchase Your organization’s industry category How your organization solves the target’s needs Your organization’s competition What makes your organization different from its competition Include sources of secondary research that support your analysis. Format your paper consistent with APA guidelines. SupportingMaterial:Research and DiscussionStrategy and Positioning Paper Grading GuideWriting and Style Guidelines (APA)New APA Paper Template: 300-499Product and Organization Selection and Approval Learning team Week4 -Distribution and Promotional Strategies 4.1 Describe the different types of organizations that work together in a supply chain. 4.2 Evaluate the factors that dictate which channel to choose. 4.3 Explain integrated marketing communications. 4.4 Compare the different promotional methods as well as the advantages and disadvantages of each. Assignments See the student website for additional recommended learning activities that may help you learn this week’s concepts. #1-Blue Ocean Strategy Paper Instructions: Write a 700- to 1,050-word paper that describes the importance of blue ocean strategy and identifies a product or service that would be considered a blue ocean move. Include the following: A description of blue ocean strategy and its importance A product or service that might be considered a blue ocean move and why An alternative red ocean move for the same product or service along with the pros and cons of that strategy Format your paper consistent with APA guidelines. SupportingMaterial:Kim, W., & Mauborgne, R. (2004). BLUE OCEAN STRATEGY. Harvard Business Review, 82(10), 7684.Writing and Style Guidelines (APA)New APA Paper Template: 300-499 #2-Product, Pricing, and Channels Paper Instructions: Use the product and organization you identified in your Week 3 Strategy and Positioning Paper. Write a 1,750- to 2,100- word paper that includes: A detailed description of the features of your product or service including how it solves the needs of your target market A description of how your marketing efforts will change with each phase in the product life cycle The packaging you will use for your product or service and how it will add value The appropriate pricing strategy for your product or service and the price you will set at launch The channels of distribution you will use to sell your product along with a description of how each channel partner will add value Format your paper consistent with APA guidelines. SupportingMaterial:Product, Pricing, and Channels Paper Grading GuideWriting and Style Guidelines (APA)New APA Paper Template: 300-499 Learning team Week5-Personal Selling, Ethics, and Technology in Marketing 5.1 Identify the role of personal selling in the marketing effort. 5.2 Analyze the role of ethics and social responsibility in marketing. 5.3 Evaluate technology trends in marketing. 5.4 Identify various digital marketing techniques and channels. Assignments See the student website for additional recommended learning activities that may help you learn this week’s concepts. #1-Map the Supply Chain Paper Instructions: Select an industry. Write a 700- to 1,050-word paper that identifies each link in the supply chain and the purpose and value in each. For example, if the shoe industry were to be chosen, the supply chain might look something like: Manufacturer plans the product mix designs the shoes determines the materials makes the shoes advertises the shoes ships in bulk to middlemen Distributor receives shipment from manufacturer establishes relationships with retailers extends credit to retailers breaks down from bulk quantities to smaller cases ships product to retailers Retailer displays the shoes advertises to drive consumers into the store determines product selection pays salespeople to help the consumer decide processes the transaction transfers possession to the consumer SupportingMaterial:Writing and Style Guidelines (APA)New APA Paper Template: 300-499 #2-Final Marketing Plan and Presentation Instructions: Combine your Strategy and Positioning and Product, Pricing, and Channels papers along with your promotional strategy into a single Marketing Plan. Write a 5,950- to 7,000-word paper that integrates your previous Learning Team assignments into a final Marketing Plan. In addition to your previous papers, include the following: Your promotional strategy for your product or service, including how you may use the following: Advertising Public relations Digital marketing Sales promotion Direct marketing Event marketing Outdoor The effect professional selling may have on your offering An initial budget for your plan The methods you use will measure the success of your plan Any ethical issues your marketing plan might have Prepare a 15- to 20-minute oral presentation accompanied by a 15-20- slide Microsoft PowerPoint presentation illustrating your Marketing Plan. Format your paper and presentation consistent with APA guidelines. SupportingMaterial:Writing and Style Guidelines (APA)New APA Paper Template: 300-499 Learning team
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