Interested in a PLAGIARISM-FREE paper based on these particular instructions?...with 100% confidentiality?

Order Now

Course Description This course involves an integrated analysis of the role of marketing within the total organization. Specific attention is given to the analysis of factors affecting consumer behavior, the identification of marketing variables, the development and use of marketing strategies, and the discussion of international marketing issues. Policies Faculty and students/learners will be held responsible for understanding and adhering to all policies contained within the following two documents: University policies: You must be logged into the student website to view this document. Instructor policies: This document is posted in the Course Materials forum.

Course Design Guide
School of Business
MKT/421 Version 12
Marketing
Copyright © 2011, 2009, 2008, 2005, 2004, 2003, 2001 by University of Phoenix. All rights reserved.

Course Description
This course involves an integrated analysis of the role of marketing within the total organization. Specific attention is given to the analysis of factors affecting consumer behavior, the identification of marketing variables, the development and use of marketing strategies, and the discussion of international marketing issues.
Policies
Faculty and students/learners will be held responsible for understanding and adhering to all policies contained within the following two documents:
University policies: You must be logged into the student website to view this document.
Instructor policies: This document is posted in the Course Materials forum.

University policies are subject to change. Be sure to read the policies at the beginning of each class. Policies may be slightly different depending on the modality in which you attend class. If you have recently changed modalities, read the policies governing your current class modality.

Course Materials

Armstrong, G., & Kotler, P. (2011). Marketing: An introduction (10th ed.). Upper Saddle River, NJ: Prentice Hall.

Kerin, R. A., Hartley, S. W., & Rudelius, W. (2011). Marketing (10th ed.). New York, NY: McGraw-Hill Irwin.

Kotler, P., & Keller, K. L. (2012). Marketing management (14th ed.). Upper Saddle River, NJ: Prentice Hall.

Perreault, W. D., Jr., Cannon, J. P., & McCarthy, E. J. (2011). Basic marketing: A marketing strategy planning approach (18th ed.). New York, NY: McGraw-Hill Irwin.

All electronic materials are available on the student website.

Week One: Marketing Fundamentals

Details
Due
Points
Objectives
Define marketing.
Explain the importance of marketing in organizational success.
Describe the elements of the marketing mix.
Explain the importance of the marketing mix in the development of marketing strategy and tactics.
Create a marketing plan.
Identify quantifiable elements that can be used to evaluate, monitor, and control marketing effectiveness.

Reading
Read Ch. 1 of Basic Marketing.

Reading
Read Ch. 2 of Basic Marketing.

Reading
Read Ch. 1 of Marketing Management.

Reading
Read Ch. 2 of Marketing Management.

Reading
Read this week’s Electronic Reserve Readings.

Participation
Participate in attendance and class discussion.
09-24
3
Discussion Questions
Respond to weekly discussion questions.

Learning Team Instructions
Learning Team Charter

Create the Learning Team Charter.

Learning Team Instructions
Marketing Plan
(Preparation)
Your Learning Team must create a new product or service for an existing organization and complete assignments related to creating a Marketing Plan. These assignments culminate in the Marketing Plan: Final Paper and Presentation, due in Week Five.

The Marketing Plan deliverables are:

Marketing Plan: Phase I Paper
Marketing Plan: Phase II Paper
Marketing Plan: Phase III Paper
Marketing Plan: Final Paper and Presentation

Begin working on the Marketing Plan.

Individual
Defining Marketing Paper
Write a 700- to 1,050-word paper in which you define marketing.

Include your personal definition of marketing and definitions from two different sources.
Explain the importance of marketing in organizational success, based on these definitions.
Provide at least three examples from the business world to support your explanation. Properly cite sources used in the paper.

Format your paper consistent with APA guidelines.
09-24
10

Week Two: Marketing Research

Details
Due
Points
Objectives

Justify the importance of marketing research in the development of marketing strategy and tactics.
Analyze the importance of competitive intelligence and analysis in marketing.
Identify various segmentation criteria that impact target market selection.
Describe the various types of organizational buyers and consumers and the factors that influence their purchasing decisions.
10-01

Reading
Read Ch. 8 of Marketing.

Reading
Read Ch. 4 of Marketing: An Introduction.

Reading
Read Ch. 5 of Marketing: An Introduction.

Reading
Read Ch. 6 of Marketing: An Introduction.

Reading
Read this week’s Electronic Reserve Readings.

Participation
Participate in attendance and class discussion.
10-01
3
Discussion Questions
Respond to weekly discussion questions.

Learning Team
Weekly Reflection
Discuss this week’s objectives with your team. Your discussion should include the topics you feel comfortable with, any topics you struggled with, and how the weekly topics relate to application in your field.

Prepare a 350- to 1,050-word paper detailing the findings of your discussion.

Individual
Marketing Mix Paper
Write a 1,400- to 1,750-word paper in which you describe the elements of the marketing mix: product, place, price, and promotion. Include the following:

Select an organization with which you are familiar and describe how each one of the four elements of the marketing mix affects the development of the organization’s marketing strategy and tactics.
Describe how each element is implemented.
Identify your selected organization and the industry in which it exists.

Format your paper consistent with APA guidelines.
10-01
8
Learning Team
Marketing Plan: Phase I
Create a new product or service for an existing organization. This product or service will be the basis for your Marketing Plan Paper. Obtain your instructor’s approval of your product or service before beginning this project.

Write a 1,400- to 1,750-word paper that includes the following:

An overview of the existing organization
A description of the new product or service
An explanation of the importance of marketing to your selected organization’s success
A SWOTT (strengths, weaknesses, opportunities, threats, and trends) analysis on the new product or service
The marketing research approach you would use to develop the marketing strategy and tactics for this new product or service

Refer to the Marketing Plan Outline located on the student website for the general framework of the Marketing Plan.

Format your paper consistent with APA guidelines.
10-01
6

Week Three: Marketing Strategy: Product and Price

Details
Due
Points
Objectives

Describe the relationship between differentiation and position of products or services.
Analyze the impact of the product life cycle on marketing.
Identify the appropriate price strategy that should be used in the development of the strategic marketing plan.
10-08

Reading
Read Ch. 4 of Basic Marketing.

Reading
Read Ch. 9 of Basic Marketing.

Reading
Read Ch. 10 of Basic Marketing.

Reading
Read Ch. 17 of Basic Marketing.

Reading
Read Ch. 18 of Basic Marketing.

Reading
Read this week’s Electronic Reserve Readings.

Participation
Participate in attendance and class discussion.
10-08
3
Discussion Questions
Respond to weekly discussion questions.

Learning Team
Weekly Reflection
Discuss this week’s objectives with your team. Your discussion should include the topics you feel comfortable with, any topics you struggled with, and how the weekly topics relate to application in your field.

Individual
Marketing Research Paper
Resource: Kudler Fine Foods Virtual Organization

Use the Virtual Organization link on the student website to access additional company information on Kudler Fine Foods.

Write a 1,050- to 1,400-word paper in which you justify the importance of marketing research in developing Kudler Fine Foods’ marketing strategy and tactics. Include the following:

Identify the areas where additional market research is needed.
Analyze the importance of competitive intelligence and analysis regarding the development of Kudler Fine Foods’ marketing strategy and tactics.

Format your paper consistent with APA guidelines.
10-08
8
Learning Team
Marketing Plan: Phase II
Use the product or service you selected for your Marketing Plan: Phase I Paper.
Write a 1,400- to 1,750-word paper in which you address the following:

Identify the segmentation criteria that will affect your target market selection.

Identify your target market.

Describe the organizational buyers and consumers of your product or service and the factors that influence their purchasing decisions. Discuss how these factors will affect your marketing strategy.

Analyze current competitors and define the competitive landscape for your product or service.

Format your paper consistent with APA guidelines.
10-08
6

Week Four: Marketing Strategy: Place and Promotion

Details
Due
Points
Objectives

Analyze the impact of channel management decisions on marketing.
Select appropriate distribution channels.
Identify the appropriate place and promotional strategy that should be used in the development of the strategic marketing plan.
10-15

Reading
Read Ch. 11 of Basic Marketing.

Reading
Read Ch. 12 of Basic Marketing.

Reading
Read Ch. 14 of Basic Marketing.

Reading
Read Ch. 16 of Basic Marketing.

Reading
Read this week’s Electronic Reserve Readings.

Participation
Participate in attendance and class discussion.
10-15
3
Discussion Questions
Respond to weekly discussion questions.

Learning Team
Weekly Reflection
Discuss this week’s objectives with your team. Your discussion should include the topics you feel comfortable with, any topics you struggled with, and how the weekly topics relate to application in your field.

Individual
Using Perceptual Maps in Marketing Simulation Summary
Complete the simulation, Using Perceptual Maps in Marketing, located on the student website.
Write a 1,050- to 1,450-word summary in which you address the following for each of the three major phases in the simulation:

The situation
Your recommended solutions, including why
Your results

Summarize the different marketing components addressed in this simulation by answering the following questions:

What is the relationship between differentiation and positioning of products or services? Is the repositioning of the product in the simulation as you had expected it to be? Explain why or why not.

What is the effect of the product life cycle on marketing? What effect did the product life cycle have on the product in the simulation?

Format your paper consistent with APA guidelines.
10-15
8
Learning Team
Marketing Plan: Phase III
Use the product or service you selected for your Marketing Plan: Phase I Paper.
Write a 1,400- to 1,750-word paper that includes the following information:

Describe the attributes of your product or service in detail.

Describe the pace at which your product will move through the product life cycle and the factors that will affect its movement. How will the product life cycle affect the marketing of your selected product or service?

Identify the positioning and differentiation strategies for the product or service.

Identify the appropriate price strategy that should be used for the product or service.

Format your paper consistent with APA guidelines.
10-15
6

Week Five: The Dynamic Environment of Marketing

Details
Due
Points
Objectives

Identify environmental factors that affect marketing decisions.
Explain the impact of technology on marketing.
Analyze the importance of social responsibility and ethics in marketing.
10-22

Reading
Read Ch. 3 of Marketing Management.

Reading
Read Ch. 13 of Marketing Management.

Reading
Read Ch. 15 of Marketing: An Introduction.

Reading
Read Ch. 16 of Marketing: An Introduction.

Reading
Read this week’s Electronic Reserve Readings.

Participation
Participate in class discussion.
10-22
3
Discussion Questions
Respond to weekly discussion questions.

Learning Team
Weekly Reflection
Discuss this week’s objectives with your team. Your discussion should include the topics you feel comfortable with, any topics you struggled with, and how the weekly topics relate to application in your field.

Individual
Final Examination
Click the link to the Final Examination on the student website available at the end of Week Four through the end of Week Five.
Complete the Final Examination. You are allowed one attempt to complete the examination, which is timed and must be completed in 3 hours. Results are auto graded and sent to your instructor.
10-22
15

Learning Team
Marketing Plan: Final Paper and Presentation
Resources: Marketing Plan: Phase I Paper, Marketing Plan: Phase II, Paper, Marketing Plan: Phase III Paper

Use the Marketing Plan Outline listed on the student website as a guide.

Write a 6,300- to 7,000-word paper integrating your previous Learning Team assignments into a final Marketing Plan Paper. Address the following information in your paper:

Identify the appropriate place and promotional strategy that should be used in developing the strategic marketing plan.

Develop an initial sales promotion schedule.

Create an advertising plan.

Identify public relations opportunities for the product or service.

Analyze the effect of channel management decisions on the marketing of your selected product or service.

Select appropriate distribution channels for your product or service and address costs in terms of placement, shipping, and middlemen.

Develop a budget for your plan.

Identify quantifiable elements that can be used to evaluate, monitor, and control the effectiveness of your marketing plan.

Prepare a 15- to 20-minute oral presentation accompanied by 15- to 20-slide Microsoft® PowerPoint® presentation illustrating your Marketing Plan Paper.

Format your paper and presentation consistent with APA guidelines.
10-22

10-22
12

6

Optional Discussion Questions

Week One Discussion Questions

What is the definition of marketing? What are the benefits and drawbacks of incorporating marketing into the sales function of an organization? Do you think that marketing should be included as part of the sales organization within a company? Explain why or why not. DQ: 1.1

Assume you are the newly hired marketing manager of a company. As you spend time with other peer marketing managers, you realize that the company does not place an emphasis on planning within the marketing organization. Why is planning important in marketing? What are the essential components of a marketing plan? How would you convince your supervisor that the marketing department should produce formal marketing plans? DQ: 1.2, 1.4

Select an organization with which you are familiar. How does your selected organization use the different components of the marketing mix? How does the marketing mix affect the development of your selected organization’s marketing strategy and tactics? How can your selected organization use quantifiable elements to evaluate, monitor, and control marketing effectiveness? DQ: 1.3, 1.4, 1.6

Week Two Discussion Questions

What is marketing research? How has the Internet affected marketing research? As a part of your answer, address time, cost, approaches, and validity. Why is marketing research important in developing marketing strategy? DQ: 2.1, 5.2

What is competitive intelligence? What is the importance of competitive intelligence and analysis in modern-day marketing? How can a company’s marketing organization ensure that it is able to identify newly emerging competitors in time to plan and execute an effective marketing strategy in response to these competitors? DQ: 2.2

What are the different types of buyers and consumers? How does the type of buyer or consumer affect marketing strategy? As part of your response, consider the characteristics of buyers and the factors that influence their purchasing decision. How can an organization ensure that its market strategy is appropriate for its target market? DQ: 2.4

Week Three Discussion Questions

Select a product with which you are familiar. What stage is this product at in the product life cycle? Provide rationale for your answer. Based on your knowledge of the product life cycle, what types of changes will occur to this product as it continues through the product life cycle? How will this affect marketing of the product? DQ: 3.2

Select a product or service. Then, select three different organizations that provide your selected product or service and compare the prices associated with it. What is the difference between the prices among the different organizations? What is the rationale for this difference? DQ: 3.3

Week Four Discussion Questions

What is a distribution channel? What is the relationship between channels of distribution and logistics? How does geographical location affect your selection of distribution channels? DQ: 4.1, 4.2

What are the similarities and differences between promotional push strategies and promotional pull strategies? What is an example of a situation in which an organization would use a push strategy? What is an example of a situation in which an organization would use a pull strategy? DQ: 4.3

What does the term noise mean in marketing? With so much advertising noise in the marketplace, how can a company ensure its message is heard? DQ: 4.3

Week Five Discussion Questions

Florida’s Department of Citrus and a coalition of consumer groups have launched an attack on your company for deceptive marketing because your company markets its SunShine drink as fruit juice even though the drink contains less than 5% fruit juice. Marketing SunShine drink as a fruit juice leads parents to believe that they are purchasing a healthy juice for their children. What ethical and moral issues are involved in this situation? Should these issues affect the marketing of SunShine drink? Explain why or why not. DQ: 5.3

You are the marketing manager for a leading coffee chain. Your company has decided to expand into China. What are some environmental factors you must consider when marketing your coffee in China? Which one of these factors would have the largest effect on the company’s marketing strategy? Explain why. DQ: 5.1

How has technology affected marketing? What types of new technologies are organizations using to market their products and services to buyers and sellers? DQ: 5.2

Copyright

University of Phoenix® is a registered trademark of Apollo Group, Inc. in the United States and/or other countries.

Microsoft®, Windows®, and Windows NT® are registered trademarks of Microsoft Corporation in the United States and/or other countries. All other company and product names are trademarks or registered trademarks of their respective companies. Use of these marks is not intended to imply endorsement, sponsorship, or affiliation.

Edited in accordance with University of Phoenix® editorial standards and practices.

Interested in a PLAGIARISM-FREE paper based on these particular instructions?...with 100% confidentiality?

Order Now