Reference no: EM131384791
Course Description
Introduction to the functions of marketing, building on the influence of social, economic, ethical, legal, and technological forces on marketing activities, and marketing in a socially responsible way around the globe. Features real-world examples that show concepts in action and how marketers address today's marketing challenges.
Course Textbook
Perreault, W., Jr., Cannon, J., & McCarthy, J. (2015). Essentials of marketing: A marketing strategy planning approach
(14th ed.). New York, NY: McGraw-Hill.
Course Learning Outcomes
Upon completion of this course, students should be able to:
1. Discuss the importance of determining value proposition of the consumer.
2. Describe behaviors in marketing that impact social responsibility.
3. Describe the impact that changes in the external business environment have on an organization.
4. Explain how the marketing mix is used to reach the target market.
5. Describe the process of market segmentation leading to the identification of the target market.
6. Explain the importance of positioning as it relates to brand strategy leading to brand equity.
7. Examine pricing strategies utilized in an organization.
8. Examine distribution channels and the significance of supply chain management from the standpoint of marketing.
9. Discuss the significance of supply chain and logistics management in marketing.
10. Compare and contrast various factors that influence promotional strategies.
Credits
Upon completion of this course, the students will earn three (3) hours of college credit.
Course Structure
1. Unit Learning Outcomes: Each unit contains Learning Outcomes that specify the measurable skills and knowledge students should gain upon completion of the unit.
2. Unit Lessons: Each unit contains a Unit Lesson, which discusses unit material.
3. Reading Assignments: Each unit contains Reading Assignments from one or more chapters from the textbook or Online Library.
Chapter presentations are provided in each unit study guide as Suggested Reading to aid students in their course of study.
4. Unit Assignments: Students are required to submit for grading Unit Assignments in each unit. Specific information and instructions regarding these assignments are provided below. Grading rubrics are included with each assignment. Specific information about accessing these rubrics is provided below
5. Ask the Professor: This communication forum provides you with an opportunity to ask your professor general or course content related questions.
6. Student Break Room: This communication forum allows for casual conversation with your classmates.
Unit Assignments
Unit I Research Project
Marketing Plan
In application of the concepts learned in this course, you will research an EXISTING publicly traded company compiling a comprehensive marketing plan for this company throughout the course. Note that this is NOT a hypothetical entrepreneurial venture but instead an existing publicly traded company, of your choice. Utilizing the CSU Online Library, you will research the various elements of the marketing plan as it relates to this company. In Unit I you will provide a Company Overview and a PEST Analysis.
Company Overview
This section will provide the reader with a general understanding of the company and product/service offered by the company creating the value proposition for the customer. You might include general information about the company and industry and product/service. Additional general information might include the size of company, location, NAISC code, mission/vision/objectives, or any other general information about the company.
PEST Analysis
The purpose of this section of the marketing plan is to describe how changes in the business environment will affect the company. This will be achieved by the use of the PEST Analysis, which attempts to review how changes in the political/legal environment will affect your company, how changes in the economic environment will affect the company, how changes in the socio-cultural environment will affect your company, and finally, how changes (advancements) in technology will affect your company.
Your submission should be a minimum of two pages in length, double-spaced with a reference page and title page. References should include at least one additional, credible reference beyond the textbook. All sources used must be referenced; paraphrased and quoted material must have accompanying citations and cited per APA guidelines. Include the use of subheadings (this week consider using Company Overview and PEST Analysis).
To determine the company you would like to research you may want to do a general search for "existing publicly traded company" or "publicly traded company list". If you have questions about what a publicly traded company is or if the company you have chosen will work for this assignment please reach out to your professor. If you need assistance with utilizing the CSU Online Library, please reach out to the CSU Online Library and a Librarian will assist you.
Unit II Research Project
Marketing Plan
This week you will continue your comprehensive marketing plan researching the SAME company that you researched in Unit I. Again, utilizing the CSU Online Library, you will research the various elements of the marketing plan as it relates to this company. In Unit II you will present the Target Market and a SWOT Analysis.
Target Market
Begin by discussing segmentation of the market based upon demographic, behavioral, geographic, and psychographic criteria. Apply these criteria to your company, explaining their importance to the company. This analysis will enable you to identify the target market(s) thoroughly. Within your explanation, discuss why the identification of a target market is of the utmost importance to a company.
SWOT Analysis
Perform a SWOT analysis for your company remembering that the strengths and weaknesses are internal and the opportunities and threats are external. Set this up using a table and/or bullet points with clear explanation following the chart.
Your submission should be a minimum of two pages in length, double-spaced with a reference page and title page. References should include at least one additional, credible reference beyond the textbook. All sources used must be referenced; paraphrased and quoted material must have accompanying citations and cited per APA guidelines. Include the use of subheadings (This week consider using Target Market and SWOT Analysis).
Information about accessing the Blackboard Grading Rubric for this assignment is provided below.
Unit III Research Project
Marketing Plan
This week you will continue your comprehensive marketing plan, researching the SAME company that you researched in previous units. Again, utilizing the CSU Online Library, you will research the various elements of the marketing plan as it relates to this company. In Unit III you will conduct an Industry Analysis and a Competitive Analysis.
Industry Analysis
Perform an industry analysis detailing how the overall industry is performing. Research trends in the industry as well as projections for the future. Remember to cite your research.
Competitive Analysis
Perform a competitive analysis reviewing multiple competitors that offer similar products/services. How is your company different from its competitors? Think about the products/services offered or their pricing strategy or even their distribution strategy. What is the overall brand perception in the mind of the consumer? How does each rank based upon a pertinent parameter?
Your submission should be a minimum of two pages in length, double-spaced with a reference page and title page. References should include at least one additional, credible reference beyond the textbook. All sources used must be referenced; paraphrased and quoted material must have accompanying citations and cited per APA guidelines. Include the use of subheadings (this week consider using Industry Analysis and Competitive Analysis).
Information about accessing the Blackboard Grading Rubric for this assignment is provided below.
Unit IV Research Project
Marketing Plan
This week you will continue your comprehensive marketing plan researching the SAME company that you researched in previous units. Again, utilizing the CSU Online Library, you will research the various elements of the marketing plan as it relates to this company. In Unit IV you will provide a comprehensive discussion of the products and/or services provided by your organization.
Product
This section will provide a comprehensive look at the products, product lines, and services that are offered by your company. This will include discussions about the quality of the product/service and other additions such as warranties, installation, service plans, or unique packaging features that are included with the product (if pertinent). Include a discussion of whether your company's products/services would be considered business-to-consumer (B2C) or business- to-business (B2B).Branding is also considered a part of the product offering, thus a discussion of the branding efforts associated with your company and the importance of said branding in the overall product offering should be included.
Within this discussion, review the positioning strategy of your company.
Competitive Advantage
A competitive advantage is an important goal of every company, address whether your company has a competitive advantage WITH RESPECT TO PRODUCT. The idea is to discuss whether your company has a competitive advantage with respect to their product offering and the attributes associated with product as discussed above. Competitive advantage with respect to promotion, place, and pricing will be discussed in later sections of the marketing plan. Once you have stated your position, remember to include your rationale.
Your submission should be a minimum of two pages in length, double-spaced with a reference page and title page. References should include at least one additional, credible reference beyond the textbook. All sources used must be referenced; paraphrased and quoted material must have accompanying citations and cited per APA guidelines. Include the use of subheadings (this week consider using Product and Competitive Advantage in Product).
Information about accessing the Blackboard Grading Rubric for this assignment is provided below.
Unit V Research Project
Marketing Plan
This week you will continue your comprehensive marketing plan researching the SAME company that you researched in previous units. Again, utilizing the CSU Online Library, you will research the various elements of the marketing plan as it relates to this company. In Unit V you will provide a comprehensive discussion of place or distribution strategies of your company.
Place
This section will provide a comprehensive look at the distribution strategy of your organization. Begin with an identification of the distribution channels that should include the entire path that the products travel from the "manufacturer" to the final consumer. This might involve manufacturing plants, wholesalers, distributors, retailers and various other intermediaries. Why and how does your company use these intermediaries? Many companies use multiple channels, particularly with the advent of the internet (which is considered a direct channel). Another element to include is a description of a physical facility. This might include a manufacturing plant, bottling plant, retail location, or even a unique merchandising effort.
Competitive Advantage
Because competitive advantage is an important goal of every company, address whether your company has a competitive advantage WITH RESPECT TO PLACE. The idea is to discuss whether your company has a competitive advantage with respect to how they distribute their products. This should discuss their distribution channel and maybe a unique retail location (if pertinent). Again, this section should only discuss whether your company has a competitive advantage with respect to place (product, price and promotion are discussed in other sections). Once you have stated your position, remember to include your rationale.
Your submission should be a minimum of two pages in length, double-spaced with a reference page and title page. References should include at least one additional, credible reference beyond the textbook. All sources used must be referenced; paraphrased and quoted material must have accompanying citations and cited per APA guidelines. Include the use of subheadings (this week consider using Place and Competitive Advantage in Place).
Information about accessing the Blackboard Grading Rubric for this assignment is provided below.
Unit VI Research Project
Marketing Plan
This week you will continue your comprehensive marketing plan researching the SAME company that you researched in previous units. Again, utilizing the CSU Online Library, you will research the various elements of the marketing plan as it relates to this company. In Unit VI you will provide a comprehensive discussion of the promotion strategies of your company.
Promotion
This section will provide a comprehensive look at the promotional strategies of your organization. Begin with a look at the promotional objectives or themes used by your company. From there, review the promotional mix, this should include a preliminary discussion of the importance of IMC to your company. Promotion methods such as personal selling mass selling (advertising and publicity) and sales promotion should all be addressed in detail.
Competitive Advantage
Competitive advantage is an important goal of every company, so address whether your company has a competitive advantage WITH RESPECT TO PROMOTION. The idea is to discuss whether your company has a competitive advantage with respect to how they promote their products. Again, this section should only discuss whether your company has a competitive advantage with respect to promotion (product, price and place are discussed in other sections). Once you have stated your position, remember to include your rationale.
Your submission should be a minimum of two pages in length, double-spaced with a reference page and title page. References should include at least one additional, credible reference beyond the textbook. All sources used must be referenced; paraphrased and quoted material must have accompanying citations and cited per APA guidelines. Include the use of subheadings (this week consider Promotion and Competitive Advantage in Promotion).
Information about accessing the Blackboard Grading Rubric for this assignment is provided below.
Unit VII Research Project
Marketing Plan
This week you will continue your comprehensive marketing plan researching the SAME company that you researched in previous units. Again, utilizing the CSU Online Library, you will research the various elements of the marketing plan as it relates to this company. In Unit VII you will provide a comprehensive discussion of the pricing strategies of your company.
Pricing
This section will provide a comprehensive look at the pricing strategies of your organization. Begin with a look at the overall pricing objectives used by your company. This might include profit orientation, sales orientation, or status quo orientation. From there, review the pricing policies and include a look at the flexibility of the pricing structure, prices over the product life cycle, and discounts or allowances. Review Chapter 16 in the textbook for a complete understanding of how companies utilize pricing strategies.
Competitive Advantage
Does your company has a competitive advantage WITH RESPECT TO PRICING? The idea is to discuss whether your company has a competitive advantage with respect to how they price their products? Again, this section should only discuss whether your company has a competitive advantage with respect to price (product, promotion and place are discussed in other sections). Once you have stated your position, remember to include your rationale.
Your submission should be a minimum of two pages in length, double-spaced with a reference page and title page. References should include at least one additional, credible reference beyond the textbook. All sources used must be referenced; paraphrased and quoted material must have accompanying citations and cited per APA guidelines. Include the use of subheadings (this week consider Pricing and Competitive Advantage in Pricing).
Information about accessing the Blackboard Grading Rubric for this assignment is provided below.
Unit VIII Final Project
PowerPoint: Marketing Plan
For the Final Project, you will put together a PowerPoint presentation that you could present to officers within the company. This presentation should summarize the Marketing Plan that you have compiled throughout this course. Remember to include pertinent facts as well as a discussion of the competitive advantage within each of the four elements of the marketing mix (product, place, promotion, and price). Additionally, include your recommendations for future development of their marketing strategies. Elements to include:
Company Overview,
PEST Analysis,
Target Market(s),
SWOT Analysis,
Industry & Competitive Analysis,
Product,
Place,
Promotion,
Price, and
Recommendations.
Your PowerPoint presentation length should be 10-12 slides in length, including a title slide and a reference slide. Use of speaker notes is also required.