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MKTG 522 Course Extraordinary Success
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MKTG 522 Course Extraordinary Success
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• MKTG 522 Complete Course Project (Marketing Plan)

• MKTG 522 Week 1 Course Project Marketing Plan
  Topic

• Course Project - Final Marketing Plan Submission
• 1.0 Executive Summary
• 2.0 Situation Analysis
• 2.1 Market Summary
• 2.2 SWOT Analysis
• 2.3 Competition
• 2.4 Product (Service) Offering
• 2.5 Keys to Success
• 2.6 Critical Issues

• Course Project
• This week, you will begin working on your
  Marketing Plan that is due in Week 7. Click on
  the Marketing Plan tab in Course Home for the
  full details.
• Submit your Marketing Plan topic using the
  Marketing Plan Topic Form found in Doc Sharing.

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• MKTG 522 Week 1 DQ 1 (Market Research)

• MKTG 522 Week 1 DQ 2 (Strategic Marketing
  Planning)

• Name the six steps in the marketing research
  process as discussed in the Kotler text.
• Why is it important to include all of these
  steps in the research process?
• Why is the first step the most important?

• Why is it important for a company to have a well
  written mission statement?
• What key points do you think need to be included
  in the mission statement?
• Should a mission statement also be a marketing
  tool?

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• MKTG 522 Week 1-7 All DQs

• MKTG 522 Week 2 Course Project Marketing Plan
  (Draft 1)

• MKTG 522 Week 1 DQ 1 (Market Research)
• MKTG 522 Week 1 DQ 2 (Strategic Marketing
  Planning)
• MKTG 522 Week 2 DQ 1 (Consumer Buying Behavior)
• MKTG 522 Week 2 DQ 2 (Target Market Selection)
• MKTG 522 Week 3 DQ 1 (Branding)
• MKTG 522 Week 3 DQ 1 (Competitive Strategies)
• MKTG 522 Week 3 DQ 2 (Competitive Strategies)

• Course Project - Marketing Plan Submission 1
• This week, your first draft of the Marketing Plan
  is due for review and feedback. For complete
  details, click on theMarketing Plan tab in Course
  Home and download the Marketing Plan Guide in Doc
  Sharing.
• In the first draft of your Marketing Plan, you
  will be providing your first draft, which
  includes Section 2.0 in your Marketing Plan.
  Please remember to go back and revise these
  sections based upon the grading feedback, the
  readings, lectures, and discussions throughout
  the course.

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• MKTG 522 Week 2 DQ 1 (Consumer Buying Behavior)

• MKTG 522 Week 2 DQ 2 (Target Market Selection)

• What are some of the factors that influence
  consumers buying behavior?
• Have the purchasing habits of your parents and/or
  grandparents influenced your buying behavior?
• If you were to open your refrigerator and
  cupboards and compare the contents with those of
  your parents, would you find some brands in
  common?

• What are some of the challenges faced by
  marketers as they attempt to define their target
  markets?
• How necessary is it to fine-tune your Marketing
  Plan so that your target market is clearly
  defined and measurable?
• Why is extensive research necessary for an
  accurate definition of a target market?

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• MKTG 522 Week 3 Assignment Create the Value (2
  Papers)

• MKTG 522 Week 3 DQ 1 (Branding)

• Week 3 Assignment
• Create the Value Market Segmentation Analysis
  and a Value Proposition
• Your U.S.-based company has decided to explore
  the possibility of developing a business based on
  the organic farm concept Daylesforddeveloped by
  Lady Bamfordwhich is successful in the UK
  (daylesford.com). Please prepare a report that
  would form the basis of a planning discussion
  with your senior marketing managers.

• Procter Procter Gamble (PG) perhaps
  epitomizes the ability to create highly
  successful brands and marketing efforts. Read the
  Breakthrough Marketing case study about Procter
  Gamble on page 269 in chapter 9 of your e-text.

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• MKTG 522 Week 3 DQ 2 (Competitive Strategies)

• MKTG 522 Week 4 Course Project Marketing Plan
  (Draft 2)

• As part of the Marketing Mix, PRICE, P, is
  important to the marketer. Yet when we look at
  price, it is more than just a dollar figure. What
  does price represent to the consumer? What does
  price represent to the marketer?

• Course Project - Marketing Plan Submission 2
• 3.0 Marketing Strategy
• 3.1 Mission
• 3.2 Marketing Objectives
• 3.3 Financial Objectives
• 3.4 Target Markets

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• MKTG 522 Week 4 DQ 1 (Pricing Strategies)

• MKTG 522 Week 4 DQ 2 (Marketing of Services)

• As part of the Marketing Mix, PRICE, P, is
  important to the marketer. Yet when we look at
  price, it is more than just a dollar figure. What
  does price represent to the consumer? What does
  price represent to the marketer?

• How is the marketing of services different than
  the marketing of a product? What are the
  challenges of marketing a service? How is
  marketing shoes different from marketing shoe
  repair?

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• MKTG 522 Week 5 Deliver the Value IKEA Case Study
  (3 PPT)

• MKTG 522 Week 5 DQ 1 (Channels of Distribution)

• Week 5 Assignment
• Your assignment this week is to review the IKEA
  Case Study below. While reviewing it, consider it
  as background information for your upcoming
  presentation to the IKEA Senior Management Team.
  More details on your upcoming PowerPoint
  presentation to the management team are provided
  at the end of the case study guidelines.

• As part of the Marketing Mix, Place, or Channels
  of Distribution, is important to understand. What
  is the difference between Direct channels of
  distribution and Indirect channels of
  distribution?
• It has been said that "channels of distribution
  may be the best opportunity for a sustained
  competitive advantage." Based on your Kotler
  text, would you agree or disagree? Why?

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• MKTG 522 Week 5 DQ 2 (Retailing, Wholesaling, and
  Logistics)

• MKTG 522 Week 6 Assignment Communicate the Value
  (2 Papers)

• Describe Market Logistics. What are some of the
  steps necessary for market logistics planning?
  Please provide an example.

• Week 6
• Assignment Communicate the Value
• Communicate the Value Integrated Marketing
  Communications Brief
• Please select a brand that has a brand problem.
  For example, recent player legal troubles have
  been a problem for the NFL brand. Another example
  is the Bonefish Grill, the countrys second
  largest seafood chain after Red Lobster. Although
  their check average is more than 3.00 less than
  Red Lobster, many consumers see that brand as
  expensive.

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• MKTG 522 Week 6 Course Project Marketing Plan
  (Draft 3)

• MKTG 522 Week 6 DQ 1 (Marketing Communications)

• Course Project - Marketing Plan Submission 3
• 3.5 Positioning3.6 Strategies3.7 Marketing
  Mix3.8 Marketing Research

• Describe Integrated Marketing Communications
  (IMC). Why is it so important in the 21st century
  for marketers to embrace this? What are some of
  the concerns of the marketer when it comes to
  creating an IMC approach via the promotional mix
  components of advertising, public relations,
  sales promotion, direct marketing, and personal
  selling?

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• MKTG 522 Week 6 DQ 2 (Advertising Effectiveness)

• MKTG 522 Week 7 Course Project Marketing Plan (5
  Projects)

• Select an advertisement to which you have
  recently been exposed. It can be in any paid
  communications medium, such as TV, radio,
  newspaper, or magazine. The ad that you select
  should be one to which others in the class can
  easily relate, such as Verizon's "Can you hear me
  now?" ads or the Aflac ad (with the white duck
  that squawks "AFFFFLAAAAAAAC!")

• The Course Project will involve you in developing
  an integrated marketing communications (IMC) plan
  for a brand of your choice. Integrating marketing
  communications entails identifying a brand
  message and then conveying that brand message
  through a series of touch points that are
  relevant to the target customer. The figure
  presented in the Week 1 Lecture captures the
  steps involved in developing an IMC planthe
  brand is the central concern around which the IMC
  plan is developed.

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• MKTG 522 Week 7 DQ 1 (International Markets)

• MKTG 522 Week 7 DQ 2 (Ethics and Social
  Responsibility)

• Kellogg Company (you know them as Kellogg's,
  makers of Rice Krispies, Corn Flakes, and a
  variety of other cold cereal products) celebrated
  its 100th anniversary a few years ago in 2006. As
  with many companies, it has attempted to expand
  internationally.

• Customer complaints about Toyota cars suddenly
  accelerating were initially downplayed by Toyota
  Motor Sales in December 2009, which initially
  stated that it was caused by the driver's side
  carpeting getting in the way of the pedal.
  Toyota's announcements at the beginning of 2010,
  however, suggested that the real culprit was a
  defective gas pedal. This resulted in many calls
  for an investigation, as the initial claim about
  the carpeting was seen as apparent camouflage for
  a more serious situation, one that is alleged to
  have resulted in hundreds of Toyota cars suddenly
  accelerating and unable to stop, as well as
  several passengers dying in accidents.

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• MKTG Week 1-7 Entire Course

• MKTG 522 Week 1 Course Project Marketing Plan
  Topic
• MKTG 522 Week 2 Course Project Marketing Plan
  (Draft 1)
• MKTG 522 Week 4 Course Project Marketing Plan
  (Draft 2)
• MKTG 522 Week 6 Course Project Marketing Plan
  (Draft 3)
• MKTG 522 Complete Course Project (Marketing Plan)
• MKTG 522 Week 1 DQ 1 (Market Research)
• MKTG 522 Week 1 DQ 2 (Strategic Marketing
  Planning)

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