Week One Part 1 of 2 Course Outcome Instructional Objectives Learning Activities Graded Activities Analyze the marketing process Discuss the diverse factors influencing marketing activities Read the Plagiarism and Netiquette Policy. To begin our course, let’s define what marketing is and how it provides value to everyone involved in the marketing process. Reading: To learn more about the concepts presented in the Week 1 lecture, read Marketing: The Core: Chapter 1, “Creating Customer Relationships and Value through Marketing,” pages 2-19. Lesson Presentation: Complete the following: Discuss the presentation for Week 1, “Creating Customer Relationships and Value through Marketing.” Class Discussion (20 points) In your Chapter 1 reading, you examined the marketing process. Part of the marketing process involves understanding the wants and needs of consumers. Discuss the following: What is the difference between a want and a need? Does a firm have the right to “create” wants and try to persuade consumers to buy goods and services they didn't know about earlier? What are examples of “good” and “bad” want creation? Who should decide what is good and bad? Working individually, prepare a handwritten summary of today’s class discussion and submit it for grading. You may add new thoughts or your perspective on the discussion if desired. Assure that your work is neat and legible. Part 2 of 2 Course Outcome Instructional Objectives Learning Activities Graded Activities Analyze the marketing process Discuss the diverse factors influencing marketing activities Demonstrate the components of a marketing plan This week's learning activities will allow you to explore the marketing process. Marketing plans will help you to properly structure your marketing plans by providing you with ideas, guidance, and other valuable resources. Reading: In Marketing: The Core, review: Chapter 1, “Creating Customer Relationships and value through Marketing,” pages 2-19. Lesson Presentation: Complete the following: Individual Work (35 points) Your individual work in this course is to construct a marketing plan. You will choose a product or service (this can be an existing product, new product, or business that you might want to start) and construct your plan according to the marketing plan outline located between pages 44-57 of your textbook entitled “Building An Effective Marketing Plan.” Each section of the plan will be an assignment that is due for the week assigned. In other words, you will page,
Visit the Web site http://www.bplans.com/ and view the sample marketing plans to get ideas for creating your own plan. Preparation for Week 2: In Marketing: The Core: Read Chapter 2, “Developing Successful Marketing and Organizational Strategies,” pages 20-57. Read Chapter 3, “Scanning the Marketing Environment,” pages 58-77. Read Chapter 4, “Ethical and Social Responsibility in Marketing,” pages 78-93. continue to build this marketing plan throughout the course. After reading and reviewing Chapter 1, “Creating Customer Relationships and Value through Marketing” and the Sample Marketing Plan on page 44 of your textbook, complete the following: Choose your product or service (this can be an existing product, new product, or business that you might want to start) that will be the focus of your marketing plan. Describe why you chose this particular product or service. This section of your marketing plan should be less than one page. Save your document with a file name that includes your name, course number, and title. For example: JaneSmith Week1.docx. Submit your individual work at the beginning of Week 2. Week Two Part 1 of 2 Course Outcome Instructional Objectives Learning Activities Graded Activities Analyze the marketing process Describe the implementation and evaluation phases of the strategic marketing process In the first part of this week, you will appreciate why it is important for companies to understand the marketing environment when constructing marketing strategies. In addition, you will explore ethical and social responsibility in marketing. Reading: In Marketing: The Core, read: Chapter 2, “Developing Successful Marketing and Organizational Strategies,” pages 20-57. Chapter 3, “Scanning the Class Discussion (20 points) This week's discussion will allow you to examine why it is important for marketers to appreciate the implementation and evaluation phases of the strategic marketing process. Part of this process involves analyzing market segments from a demographical perspective. Discuss the following: Describe the new features you would add to an automobile designed for consumers in the 55+ age group.
Marketing Environment,” pages 58-77. Chapter 4, “Ethical and Social Responsibility in Marketing,” pages 78-93. Lesson Presentation: Complete the following: Discuss the presentation for Week 2, “Developing Successful Marketing and organizational Strategies.” Discuss the presentation for Week 2, “Scanning the Marketing Environment.” Discuss the presentation for Week 2, “Ethical and Social Responsibility in Marketing.” In what magazines would you advertise to appeal to this target market? Working individually, prepare a handwritten summary of today’s class discussion and submit it for grading. You may add new thoughts or your perspective on the discussion if desired. Assure that your work is neat and legible. Part 2 of 2 Course Outcome Instructional Objectives Learning Activities Graded Activities Analyze the marketing process Describe the implementation and evaluation phases of the strategic marketing process Summarize the importance of a mission statement to an organization Demonstrate the components of a marketing plan This week's learning activities are important, as you will use them to complete the individual marketing plan assignment. In particular, you will learn how to construct a mission statement, marketing goals, and a SWOT analysis. Reading: In Marketing: The Core, review: Chapter 2, “Developing Successful Marketing and Organizational Strategies,” pages 20-57. Chapter 3, “Scanning the Marketing Environment,” pages 58-77. Chapter 4, “Ethical and Social Responsibility in Marketing,” pages 78-93. Lesson Presentation: Complete the following: Visit the Web site BPlans.com to learn how to construct a SWOT analysis. Preparation for Week 3: In Marketing: The Core, read: Individual Work (35 points) In this activity you will complete the next step in creating your marketing plan. Please follow the directions in Week One and reference the marketing plan outline located between pages of the textbook entitled “Building An Effective Marketing Plan.” After reading and reviewing Chapters 2-4, and the Sample Marketing Plan on page 44 of your textbook, complete the following: Write a mission statement (25 words or less). List three nonfinancial and three financial goals. Describe your competitive advantage. Complete a SWOT analysis. This section of your marketing plan should be one to two pages. Prepare your work as instructed in Week 1. Submit your individual work at the beginning of Week 3. page,
Chapter 5, “Understanding Consumer Behavior,” pages Chapter 6, “Understanding Organizations as Customers,” pages 118-135. Chapter 7, “Understanding and Reaching Global Consumers and Markets,” pages 136-159. Week Three Part 1 of 3 Course Outcome Instructional Objectives Learning Activities Graded Activities Examine the behavior of buyers and markets Describe the states in the consumer purchase decision process Compare and contrast the key characteristics of organizational buying and consumer buying Explain the environmental forces that shape global markets It is very important for domestic and global companies to understand what motivates consumers to make purchasing decisions. Thus, this week's learning materials will be used to analyze the consumer decision making process, organizational buying, and environmental forces. Reading: In Marketing: The Core, read: Chapter 5, “Understanding Consumer Behavior,” pages 94-117. Chapter 6, “Understanding Organizations as Customers,” pages 118-135. Chapter 7, “Understanding and Reaching Global Consumers and Markets,” pages 136-159. Lesson Presentation: Complete the following: Discuss the presentation for Week 3, “Understanding Consumer Behavior.” Discuss the presentation for Week 3, “Understanding Organizations as Customers.” Discuss the presentation for Week 3, “Understanding and Reaching Global Consumers and Markets.” Class Discussion (20 points) This week's discussion focuses on global marketing. Specifically, you will explore global market-entry strategies. Discuss the following: Coca-Cola is sold worldwide. In some countries, Coca-Cola owns the bottling facilities; in others, it has signed contracts with the licensees or it relies on joint ventures. When selecting a licensee in each country, what factors should consider? Working individually, prepare a handwritten summary of today’s class discussion and submit it for grading. You may add new thoughts or your perspective on the discussion if desired. Assure that your work is neat and legible. Part 2 of 3 page,
Course Outcome Instructional Objectives Learning Activities Graded Activities Examine the behavior of buyers and markets Describe the states in the consumer purchase decision process Compare and contrast the key characteristics of organizational buying and consumer buying Explain the environmental forces that shape global markets This week's learning materials will help you to select an appropriate target market for your marketing plan. When selecting a target market, you will need to consider demographics and other important characteristics. Reading: In Marketing: The Core, review: Chapter 5, “Understanding Consumer Behavior,” pages 94-117. Chapter 6, “Understanding Organizations as Customers,” pages 118-135. Chapter 7, “Understanding and Reaching Global Consumers and Markets,” pages 136-159. Lesson Presentation: Complete the following: Visit the Web site KnowThis.com at to learn how to select an appropriate target market. Individual Work (35 points) This is the next step in creating your marketing plan. Please follow the directions in Week One and reference the marketing plan outline located between pages 44-57 of the textbook entitled “Building An Effective Marketing Plan.” After reading and reviewing Chapters and the Sample Marketing Plan on page 44 of your textbook, complete the following: Describe your target market. Identify the consumers who are most likely to buy your product in terms of: (a) their demographic characteristics and (b) any other kind of characteristics you believe are important. Describe (a) the main points of difference of your product for this group and (b) what problem these characteristics help solve for the consumer, in terms of the first stage in the consumer purchase decision making process in Figure 5-1 (page 96). This section of your marketing plan should be 1 page. Prepare your work as instructed in Week 1. Submit your individual work at the beginning of Week 4. Part 3 of 3 Course Outcome Instructional Objectives Learning Activities Graded Activities Analyze the marketing process Examine the behavior of buyers and Describe the states in the consumer purchase decision process Compare and contrast the key characteristics In preparation for the quiz, review: Reading: In Marketing: The Core, review: Chapter 5, “Understanding Comsumer Behavior,” pages 94-117. Chapter 6, “Understanding Organizations as Customers,” pages 118-135. Chapter 7, “Understanding and Quiz (40 points) This quiz will cover the following material: Chapter 5, “Understanding Comsumer Behavior,” pages Chapter 6, “Understanding Organizations as Customers,” pages 118-135.
regarding branding and new product development. Read KnowThis.com’s article on Branding Strategies. Read KnowThis.com’s article on New Product Development Process. Preparation for Week 6: In Marketing: The Core, read: Chapter 12, “Pricing Products and Services,” pages 260-285. Teamwork is designed to promote student interaction and collaboration with one another. Below are the student expectations for teamwork. Team Leader: One team member volunteers to be responsible for preparing the teamwork assignment and submitting it at the next class period. All Teammates: The minimum expectation is that all teammates participate in the activity and contribute their assigned portion of the work. All students earn individual grades for the required teamwork component in each course. Week Six Part 1 of 3 Course Outcome Instructional Objectives Learning Activities Graded Activities Analyze pricing strategies of products and examine the new product development process Outline the strategies and constraints companies employ in setting prices This week's learning activities focus on how companies construct and implement pricing strategies. Thus, you will learn about penetration, skimming, and other pricing strategies. Reading: In Marketing: The Core, read: Chapter 12, “Pricing Products and Services,” pages 260-285. Lesson Presentation: Complete the following: Discuss the presentation for Week 6, “Pricing Products and Services.” Class Discussion (20 points) This week's discussion focuses on pricing strategies. You will have the opportunity to learn the difference between penetration and skimming pricing strategies. Under what conditions would a camera manufacturer adopt a skimming price approach for a new product? A penetration pricing strategy? Working individually, prepare a handwritten summary of today’s class discussion and submit it for grading. You may add new thoughts or your perspective on the discussion if desired. Assure that your work is neat and legible. Part 2 of 2 Course Outcome Instructional Objectives Learning Activities Graded Activities
Analyze pricing strategies of products and examine the new product development process Outline the strategies and constraints companies employ in setting prices As you continue to work on your marketing plan, you will need to develop a pricing strategy. The following learning activities will provide you with information on how to construct an appropriate pricing strategy. Reading: In Marketing: The Core, review: Chapter 12, “Pricing Products and Services,” pages 260-285. Lesson Presentation: Complete the following: Visit the Web site netmba.com and read the Pricing Strategy article to learn additional information regarding pricing strategies. Individual Work (35 points) This is the next step in creating your marketing plan. Please follow the directions in Week One and reference the marketing plan outline located between pages 44-57 of the textbook entitled “Building An Effective Marketing Plan.” After reading and reviewing Chapter 12, and the Sample Marketing Plan on page 44 of your textbook, complete the following: Identify your preferred pricing strategy (penetration, skimming, prestige, odd-even, or other pricing strategies listed in Chapter 12). Describe your decision for choosing this particular pricing strategy. This section of your marketing plan should be one page. Prepare your work as instructed in Week 1. Submit your individual work at the beginning of Week 7. Part 3 of 3 Course Outcome Instructional Objectives Learning Activities Graded Activities Analyze pricing strategies of products and examine the new product development process Examine the new product development process Assess the importance of branding strategies Outline the strategies and constraints companies employ in setting prices In preparation for the quiz, review: Reading: In Marketing: The Core, review: Chapter 10, “Developing New Products and Services,” pages Chapter 11, “Managing Successful Products, Services and Brands,” pages 232-259. Chapter 12, “Pricing Products and Services,” pages 260-285. Preparation for Week 7: In Marketing: The Core, read: Chapter 13, “Managing Marketing Channels and Supply Chains,” pages 286-309. Quiz (40 points) This quiz will cover the following material: Chapter 10, “Developing New Products and Services,” pages Chapter 11, “Managing Successful Products, Services and Brands,” pages 232-259. Chapter 12, “Pricing Products and Services,” pages 260-285.
Week Seven Part 1 of 2 Course Outcome Instructional Objectives Learning Activities Graded Activities Compare distribution strategies Describe the factors to consider when selecting and managing a marketing channel This week's learning activities focus on distribution strategies. Specifically, you will learn the different kinds of distribution strategies that companies use in order to deliver goods and services to end users. Reading: In Marketing: The Core, read: Chapter 13, “Managing Marketing Channels and Supply Chains,” pages 286-309. Teamwork (50 points) The following assignment illustrates the importance of developing strategies that will help companies manage channel conflict when implementing distribution programs. This teamwork assignment is a team discussion that will be summarized in a two to three page paper. What type of channel conflict is likely to be caused by dual distribution, and what type of conflict can be reduced by direct distribution? Why? Identify real-life examples of dual and direct distribution. Follow the instructions for teamwork given in Week 5. Your final team paper is due at the beginning of Week 8. Part 2 of 2 Course Outcome Instructional Objectives Learning Activities Graded Activities Compare distribution strategies Describe the factors to consider when selecting and managing a marketing channel The following learning activities will help you to appreciate distribution programs. For example, you will learn about indirect, direct, or dual distribution strategies. Lesson Presentation: Complete the following: Review Week 7, “Managing Marketing Channels and Supply Chains.” Visit the Web site learnmarketing.net and read the article on Marketing Mix to learn additional information regarding distribution strategies. Individual Work (35 points) This is the next step in creating your marketing plan. Please follow the directions in Week One and reference the marketing plan outline located between pages 44-57 of the textbook entitled “Building An Effective Marketing Plan.” After reading and reviewing Chapter 13, and the Sample Marketing Plan on page 44 of your textbook, complete the following: Identify which channel of distribution will provide the best coverage of the target market for
Lesson Presentation: Complete the following: Discuss the presentation for Week 8, “Retailing and Wholesaling.” Visit the Web site knowthis.com and read the article on retail America in aquiring new customers. 1. Please read the “Mall of America Shopping and a Whole Lot More” case study (page 330-331). After reading the case, please answer the following questions: Why has the Mall of America been such a marketing success so far? What specific marketing actions would you propose that Mall of America managers take to ensure its continuing success in attracting visitors (a) from the local metropolitan area and (b) from outside it? This section should be one to two pages long. Prepare your work as instructed in Week 1. Submit your individual work at the beginning of Week 9. Part 3 of 3 Course Outcome Instructional Objectives Learning Activities Graded Activities Compare distribution strategies Examine the difference between traditional and non-traditional retailing In preparation for the quiz, review: Reading: In Marketing: The Core, review: Chapter 13, “Managing Marketing Channels and Supply Chains,” pages 286-309. Chapter 14, “Retailing and Wholesaling,” pages 310-331. Preparation for Week 9: In Marketing: The Core, read: Chapter 15, “Integrated Marketing Communications and Direct Marketing,” pages 332-255. Quiz (40 points) This quiz will cover the following material: Chapter 13, “Managing Marketing Channels and Supply Chains,” pages 286-309. Chapter 14, “Retailing and Wholesaling,” pages 310-331. Week Nine Part 1 of 2 Course Outcome Instructional Objectives Learning Activities Graded Activities
Examine integrated marketing communication Discuss integrated marketing communication and its process This week's discussion focuses on the integrated marketing communication process. It is very important for companies to implement IMCs strategies that deliver clear and consistent messages. Reading: In Marketing: The Core, read: Chapter 15, “Integrated Marketing Communications and Direct Marketing,” pages 332-255. Class Discussion (20 points) This week's discussion focuses on integrated marketing communications. Companies use various promotional tools in order to design successful integrated marketing communication strategies. Explain how the promotional tools used by an airline would differ if the target audience were (a) consumers who travel for pleasure, or (b) corporate travel departments that select the airlines to be used by company employees. Working individually, prepare a one handwritten summary of today’s class discussion and submit it for grading. You may add new thoughts or your perspective on the discussion if desired. Assure that your work is neat and legible. Part 2 of 2 Course Outcome Instructional Objectives Learning Activities Graded Activities Examine integrated marketing communication Discuss integrated marketing communication and its process The following learning activities will provide you with additional information regarding integrated marketing communication. For example, you will have the opportunity to examine Nike's IMC strategy. Lesson Presentation: Complete the following: Discuss the presentation for Week 9, “Integrated Marketing Communications and Direct Marketing.” Visit the Web site webpronews.com and read the article on “Implementing An Integrated Marketing Plan” for additional information regarding integrated marketing Individual Work (40 points) The following assignment illustrates the process a company initiates in order to implement a successful integrated marketing communications strategy. Please read the “Under Armour: Using IMC to Create a Brand for This Generation's Athletes” case study (page 352-355). After reading the case, please answer the following questions: What promotional opportunities gave Under Armour its initial success? Which of the promotional elements described in Figure 15-2 are used by Under Armour in its IMC campaigns? What are several new strategies Under Armour might pursue as it
Course Outcome Instructional Objectives Learning Activities Graded Activities Examine integrated marketing communication Examine personal selling and sales management in marketing In preparation for the quiz, review: Reading: In Marketing: The Core, review: Chapter 16, “Advertising, Sales Promotion, and Public Relations,” pages 256-379. Chapter 17, “Personal Selling and Sales Management,” pages Preparation for Week 12: In Marketing: The Core, read: Chapter 18, “Implementing Interactive and Multichannel Marketing,” pages 402-423. Quiz (40 points) This quiz will cover the following material: Chapter 16, “Advertising, Sales Promotion, and Public Relations,” pages 256-379. Chapter 17, “Personal Selling and Sales Management,” pages Week Twelve Part 1 of 2 Course Outcome Instructional Objectives Learning Activities Graded Activities Examine integrated marketing communication Discuss integrated marketing communication and its process The following learning activities will help you to appreciate interactive and multichannel marketing. Multichannel marketing is generally included in the development of integrated marketing communications programs. Reading: In Marketing:The Core, read: Chapter 18, “Implementing Interactive and Multichannel Marketing,” pages 402-423. Class Discussion (20 points) This week's discussion focuses on electronic commerce. Companies can certainly integrate electronic commerce strategies into their integrated marketing communication programs. About 70 percent of Internet users have actually purchased something online. Have you made an online purchase? If so, why do you think so many people who have access to the Internet are not also online buyers? If not, why are you reluctant to do so? Do you think that electronic commerce benefits consumers even if they don't make a purchase?