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Marketing MIx Essay

Syllabus
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
1.1 Define marketing.
1.2 Explain the importance of marketing in organizational success. 1.3 Describe the elements of the marketing mix.
1.4 Explain the importance of the marketing mix in the development of marketing strategy and tactics. 1.5 Create a marketing plan.
1.6 Identify quantifiable elements that can be used to evaluate, monitor, and control marketing effectiveness.
ASSIGNMENT
09/09/13

Due Date

Points

Reading
Read Ch. 1 & 2 of Basic Marketing.

09/09/13

Reading
Read Ch. 1 & 2 of Marketing Management.
09/09/13

Reading
Review this week’s Electronic Reserve Readings.
09/09/13

Participation
Participate in class discussion.
09/09/13

20
Learning Team Instructions
Learning Team Charter

Begin Learning Team process. Create the Learning Team Charter and Log will be due next week. First Due Date: 9/19/13.

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. A Marketing Plan Outline is available in Course Materials, and will be posted in OLS.

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.

09/09/13

100

Week Two: Marketing Research

Details
Due
Points
Objectives
2
2.1 Justify the importance of marketing research in the development of marketing strategy and tactics. 2.2 Analyze the importance of competitive intelligence and analysis in marketing. 2.3 Identify various segmentation criteria that impact target market selection. 2.4 Describe the various types of organizational buyers and consumers and the factors that influence their purchasing decisions. 09/16/13

Reading
Read Ch. 8 of Marketing.
Read Ch. 4, 5, & 6 of Marketing: An Introduction.
09/16/13

Reading
Read this week’s Electronic Reserve Readings.
09/16/13

Participation
Participate in class discussion.
09/16/13

20
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. Suggested use of “headings” for each of the 4-P’s (Product, Price, Place, and Promotion). Identify your selected organization and the industry in which it exists.

Format your paper consistent with APA guidelines. Suggested Research: One Source listed from our text(s), and a minimum of two additional credible sources.

09/16/13

120
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. PHASE 1:

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. Suggested research: Use our Text(s) and a minimum of 2 additional credible sources. Suggested use of “Headings” for each bullet point in the assignment.

09/19/13

50

Learning Team Charter

LEARNING TEAM CHARTER: Post in Assignment Link of Team Leader
09/19/13

5

Learning Team Log

LEARNING TEAM LOG: Post in Assignment Link of Team Leader

09/19/13

5

Week Three: Marketing Strategy: Product and Price

Details
Due
Points
Objectives
3
3.1 Describe the relationship between differentiation and position of products or services. 3.2 Analyze the impact of the product life cycle on marketing. 3.3 Identify the appropriate price strategy that should be used in the development of the strategic marketing plan. 09/23/13

Reading
Read Ch. 4, 9, 10, 17, & 18 of Basic Marketing.
09/23/13

Reading
Read this week’s Electronic Reserve Readings.
09/23/13

Participation
Participate in class discussion.
09/23/13

20
Individual
Marketing Research Paper
CHOOSE ONE OPTION ONLY: (APA Individual Paper)
OPTION 1:
Visit one of your favorite Grocery Stores, Non-Foods, Warehouse Clubs, or Mass Merchandisers.

Examine one department: (i.e. Cereals).
Describe the store you have visited.
What are the major brands in the department you have chosen? How many individual items are in the department?
Are there any new items?
What is the price range from lowest to highest?
Are any of the items currently being promoted? How?

Ask the store manager 1 or 2 Marketing questions on any topic / issue, and incorporate this information into your paper. Suggestions for the Manager’s question: 1. Has your store’s foot traffic been increasing or decreasing? 2. If decreasing, what types of promotions have you been doing to get more shoppers back into the store? 3. Who are your strongest competitors?

4. How well does your Private Label / Store Brand product line sell versus National Brands?

Considering the entire store:
1. Discuss how you feel they differentiate themselves from their competitors. 2. How do you feel they have positioned themselves in the “mind” of their target customer? (i.e. “The Low Price Leader…”) 3. What price strategy are they utilizing in your opinion?

4. What recommendations do you have for the store to improve their business in the department you have studied? (i.e. – are their prices right? Does the appearance/flow of the department make it easy for the consumer to shop? Etc…)

Format your paper consistent with APA guidelines. Suggested length: 1,050 – 1,400 words. ——————————————————————————————– OPTION 2:
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.

With either Option: Format your paper consistent with APA guidelines.

09/23/13

150
Learning Team
Marketing Plan: Phase II

Use the product or service you selected for your Marketing Plan: Phase I Paper.

PHASE II:
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. (Suggested use of sources and research: One source from our text(s) and a minimum of two additional
credible sources).

09/26/13

50

Learning Team Log

LEARNING TEAM LOG: Post in Assignments Link of Team Leader

09/26/13
5

Week Four: Marketing Strategy: Place and Promotion

Details
Due
Points
Objectives
4
4.1 Analyze the impact of channel management decisions on marketing. 4.2 Select appropriate distribution channels.
4.3 Identify the appropriate place and promotional strategy that should be used in the development of the strategic marketing plan. 09/30/13

Reading
Read Ch. 11, 12, 14, & 16 of Basic Marketing.
09/30/13

Reading
Read this week’s Electronic Reserve Readings.
09/30/13

Participation
Participate in class discussion.
09/30/13

20
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

09/30/13

70
Learning Team
Marketing Plan: Phase III

Use the product or service you selected for your Marketing Plan: Phase I Paper. PHASE III:
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. (Suggested use of sources and research: One source from our text(s) and a minimum of two additional credible sources). 10/03/13

60

Learning Team Log

LEARNING TEAM LOG: Post in Assignments Link of Team Leader

10/03/13
5

Week Five: The Dynamic Environment of Marketing

Details
Due
Points
Objectives
5
5.1 Identify environmental factors that affect marketing decisions. 5.2 Explain the impact of technology on marketing.
5.3 Analyze the importance of social responsibility and ethics in marketing. 10/07/13

Reading
Read Ch. 3 & 13 of Marketing Management.
10/07/13

Reading
Read Ch. 15 & 16 of Marketing: An Introduction.
10/07/13

Reading
Read this week’s Electronic Reserve Readings.
10/07/13

Participation
Participate in class discussion.
10/07/13

20
Individual
Final Examination
FINAL EXAM: (Suggestion: Do Not Wait Until Last Day)

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. Typical exams have 30 questions with a combination of multiple choice and True/False. Exam Tips:

See Course Materials for 2 attachments:
A) Tips for Exam Success
B) MKT 421 Final Exam Study Guide
Use your Chapter Readings as a reference for all major concepts, some of which will be: 1) The 4-P’s of Marketing
2) Positioning and Differentiation
3) The Product Life Cycle
4) Market Segmentation and Demographics
5) The Purchase Decision Process
6) Distribution (Intensive / selective)
7) The New Product Development Process
8) Market Research (Primary vs. Secondary)
9) Monitor and Control elements.
Instructor will post the PowerPoints from the readings every week after class for easier reference. 10/07/13

150
Individual
Learning Team Evaluation
10/07/13

5
Learning Team
Marketing Plan: Final Phase

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 1,750 to 3,000 word paper: Phase IV. 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. Conclusions / Recommendations

Format your paper consistent with APA guidelines. (Suggested use of sources and research: One source from our text(s) and a minimum of two additional credible sources).

10/07/13

80

Learning Team Presentation

Prepare a 15- to 20-minute oral presentation accompanied by 10- to 15-slide Microsoft® PowerPoint® presentation illustrating your Marketing Plan Paper. May use additional presentation elements such as: Samples, Demonstrations, Focus Groups, Surveys. Suggested Length of Time: 20 – 30 minutes. Possible penalty for coming in over “or” under the time limit: 5%

10/07/13

40

Learning Team Log

LEARNING TEAM LOG: Post in Assignments Link of Team Leader

10/07/13

5

TOTAL POINTS AVAILABLE: 1000

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


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