UOP MKT230 INTRODUCTION TO MARKETING full course

Week One: Introduction to Marketing

Details

Due

Points

Objectives

1.1  Explain the concepts of goods and services, value, and marketing.

1.2  Describe the role of marketers in an organization.

1.3  Describe the meaning and role of the 4 P’s in the marketing mix.

Course Preparation

Read the course description and objectives.

Read the instructor’s biography and post your own.

Day 1

Readings

Read Appendix A regarding the final projet requirements.

Read Ch. 1, 2, & 4 of Marketin: Real People, Real Choices.

Participation

Participate in class discussion.

Week 1

Discussion Questions

Respond to weekly discussion questions.

Day 2

DQ #1

Day 4

CheckPoint

Marketing Concepts

Complete the Marketing Concepts table found in Appendix B, usingthe information found in Ch. 1 of the textbook.

Post your completed Appendix B as an attachment.

Day 5

Week Two: Market Planning and Research

2   

2.1  Recognize the different levels of planning involved in marketing.

2.2  Describe the steps in the marketing research process.

Market Planning at Qode

Read the case scenario, Decision Time at Qode, on pp. 38 and 39 of the textbook.

Write a 200- to 300-word response describing how the three steps of business planning–strategic, functional, and operational–can be seen in the marketing decisions being made by Qode. Include information on who the decision makers are at each level and what they do in the in planning process. Use figure 2.1 on pp. 41 of the textbook as a guide.

Individual

Marketing Plan

Exercise

Review the Marketing Plan Exercise found on p. 136 of the textbook.

Answer questions 1–5 of the Marketing Plan Exercise.

Include two to three outside references to support your answers with research.

Post your assignment as an attachment.

Day 7

100

Week Three: Consumer Behavior

3   

3.1  Identify the steps in the consumer decision-making process.

3.2  Describe factors that influence consumer behavior.

Read Ch. 5 & 7 of Marketing: Real People, Real Choices.

Week 3

Consumer Decision-Making Process

In this CheckPoint, you exercise critical thinking skills and identify the stages of the decision-making process involved with purchasing a new product. Describe the logical inquiry and problem-solving methods that were used to evaluate alternatives, select a product, and evaluate the product post-purchase.

Complete the table in Appendix C, usingFigure 5.1 on p. 142 of the textbook as a guide, by describing the stages in the decision process of a recent purchase.

Post your completed Appendix C as an attachment.

Week Four: Marketing Strategies

4   

4.1  Describe market segmentation and its importance in today’s marketplace.

4.2  Develop a target marketing strategy.

4.3  Identify the characteristics of customer relationship management.

Customer Relationship Management

Review the descriptions of customer relationship management (CRM) characteristics found in Appendix D.

Complete Appendix D by identifying activities that can be classified by each characteristic of a CRM plan: share of customer, lifetime value of a customer, customer equity, or high-value customers.

Post your complete Appendix D as an attachment.

Target Market Strategy Presentation

Week Five: Creating the Product

5   

5.1  Determine the classifications of products.

5.2  Describe how companies develop new products.

5.3  Describe the process of product adoptions and the diffusion of innovations.

Read Ch. 8, 9, & 11 of Marketing: Real People, Real Choices.

Week 5

New Product Development

Read the following: You are working in the product development department of a company that creates household products. Your team has come up with an idea for a revolutionary new cleaning product. Using the seven phases of new product development as a guide, describe how your company will develop the new product.

Draft a 200- to 300-word response to the above scenario.

Post your response.

Week Six: Managing the Product

6   

6.1  Identify product objectives and strategies.

6.2  Explain product life cycle management.

6.3  Discuss ways that a product creates product identity.

Branding Strategies

Select a large company that has created a strong product identity in the market. What branding strategies has the company used to create its product identity?

Provide examples and explain your reasoning in a 200- to 300-word response.

Life Cycle Management Analysis

In this assignment, you practice using critical thinking skills. You analyze a case by conducting research, defining problems, and making recommendations. Remember to suspend personal bias and judgment while investigating the multiple stages of product strategies and life cycle management.

Resource: Ch. 9 of Marketing: Real People, Real Choices

Read the following: In recent times, a popular consumer electronics company, Apple® has released a high-demand product to the marketplace. The iPod® portable MP3 player and iTunes® interface allow the user to quickly and easily purchase, download, and listen to music. As with any new product in the marketplace, Apple® has taken steps to manage this product throughout its marketing life cycle.

Write a 700- to 1,050- word paper analyzing how the company has managed each stage of the product life cycle of its popular MP3 player. Determine which stage of the life cycle the product is in currently. Defend why you feel the product is in the stage you identified. Your paper should include the following elements:

·         A brief description of the product’s objectives and marketing strategies 

·         An analysis of the introduction phase of the product

·         An overview of how the company has managed or should manage the product through the growth stage

·         A review of how the maturity stage has affected or will affect the product’s sales, profits, pricing, and marketing communication

·         A prediction of the product’s decline in the marketplace

Summarize your paper by answering the following questions: Do you agree or disagree with how each stage has been managed? What alternative approaches to life cycle management would you suggest?

Include a recommendation for management of the next applicable stage of the product life cycle.

Format your paper consistent with APA guidelines.

Post your paper as an attachment.

Week Seven: Pricing the Product and Market Communication

7   

7.1  Explain the function and value of pricing.

7.2  Summarize the steps for price planning.

7.3  Describe the role and function of marketing communication.

7.4  List the stages in developing an IMC strategy.

Read Ch. 12, 13, & pp. 503-522 in Ch. 16 of Marketing: Real People, Real Choices.

Read this week’s Electronic Reserve Readings.

Week 7

Integrated Marketing Communication Strategies

The goal of integrated marketing communication (IMC) is to produce a unified promotional message that has the customer as its focus. All promotional activity, such as media advertising, sales promotion, personal selling sponsorships, and public relations, is geared toward delivering a consistent uniform message.

Draft a 200- to 300-word response answering the following questions:

·         How does an organization establish an IMC plan?

·         What are some of the different stages a company goes through when developing its IMC strategy?

Week Eight: Advertising, Promotion, Public Relations, and Retail

8   

8.1  Identify the steps involved in developing and advertising campaign.

8.2  Summarize key sales promotion techniques.

8.3  Examine the effects of B2C e-commerce on traditional retailing.

Developing and Advertising Campaign

Resource: Analysis: GEICO television commercials try to appeal to wide audience/Audio File: Day to Day.

Listen to the Audio File, Day to Day, by clicking on the Electronic Reserve Reading link located under Week 8 on the Materials page of the student website.

Describe the steps a company must consider when developing their own advertising campaign, keeping some of the key points of the story in mind. Your answer should be 200–300 words in length.

Day 3

Marketing Concepts Activity

Draft a 200- to 300-word response to the Marketing Concepts: Discussing Choices and Ethical Issues question 6 found on p. 532 of Marketing: Real People, Real Choices.

Sales Promotion Techniques

Write a 700- to 1,050-word paper summarizing the key sales promotion techniques that marketing firms direct toward trade and consumers. Include real-world examples to describe the following classifications of sales promotion techniques:

·         Discounts and deals

·         Increasing industry visibility

·         Price-based consumer sales promotions

·         Attention-getting consumer sales promotions

Format your paper consistent with APA guidelines.

Post your paper as an attachment.

Week Nine: Marketing Plan

9   

9.1  Develop a marketing plan.

Week 9

Capstone Discussion Question

Respond to the capstone discussion question.

·         How has learning about marketing concepts given you a better understanding of the market place and how businesses and consumers make decisions? Has what you have learned about marketing increased your interest in a future career in marketing? What do you value most from taking this course?

Select a product or service you would like to introduce to the marketplace. It may be from an existing company or a new concept.

Prepare a 1,750- to 2,100-word marketing plan for your selected product or service. Include the following elements:

·         A brief description of the product or service being offered

·         An analysis of the market in which the product or service will be offered

o    Size and demographics of the markets

o    Potential competitors, if any

·         An analysis of the marketing strategies that will be used for the introduction of the product or service:

o    Pricing

o    Promotion

o    Distribution

o    Sales support

Format your paper consistent with APA guidelines.

Post your marketing plan as an attachment.

250