MKT 315 Introduction to Marketing GCU
MKT 315 Full Course Discussions GCU
MKT 315 Topic 1 DQ 1
Good companies adopt the marketing concept and focus on serving and satisfying their customers. Great companies take additional steps to ensure ethical behaviors that serve all stakeholders. Watch the video “Social Responsibility and Conscious Capitalism.” How does Dr. Gibb define conscious capitalism? Identify a company that you think displays behaviors that fit Dr. Gibb’s definition. What are those behaviors, and how do stakeholders benefit from the company’s conscious capitalism initiatives? In replies to peers, offer additional examples of behaviors and benefits, and discuss commonalities you see among the various examples provided.
MKT 315 Topic 1 DQ 2
Marketing plans describe the current situation for the product, service, or brand, and the plan for the future. What are the objectives of the marketing plan? In other words, why is one needed? What are the possible outcomes if marketers do not have a marketing plan? Provide specific examples to support your ideas. In replies to peers, discuss whether you agree or disagree with their position and justify your reply with specific reasons, facts, and examples.
MKT 315 Topic 2 DQ 1
Watch the video “Forms of Marketing Research.” Company A is thinking about bringing to market a new product in a category where it knows very little about the consumers or their needs and wants. Describe which forms of marketing research would be appropriate and explain why. By contrast, Company B has an established product and knows a lot about its customers. The company wants to measure customer satisfaction. Describe which forms of marketing research would be appropriate and explain why. In replies to peers, provide additional ideas for the types of research that could be used.
MKT 315 Topic 2 DQ 2
Watch the video “The Marketing Research Process.” What are the responsibilities of the client during the process? What are the responsibilities of the research team? Why are the interactions of the client and the team important during the marketing research process? In replies to peers, support or refute their positions using specific reasons, facts, and examples.
MKT 315 Topic 3 DQ 1
In the first paragraph of this chapter, the quote from Harold Coffin (1905-1981) stated: “A consumer is a shopper who is sore about something.” In essence, Mr. Coffin suggests that a marketer’s job is to tap into a problem, or create a “problem,” that can only be “solved” by the consumer’s purchase of a particular product. Based on this concept, describe how consumer purchase decisions actually serve to resolve an unmet want or need? In replies to peers, provide real-world examples from your own life to illustrate the point.
MKT 315 Topic 3 DQ 2
View “Consumer Purchasing Decisions” and “Technology and Consumer Behavior.” Based on your review of this chapter, you know that consumers demonstrate specific behaviors as they work toward purchasing a specific product. In addition, the text points out that consumers can arrive at a specific buying decision based on previous experiences with a specific product, a newfound awareness of the usefulness of a particular new product, positive reviews form customers who have previously purchased the same product, etc. Based on your understanding of the consumer buying process, compare and contrast how the consumer buying process and the organizational buying processes differ. Illustrate your ideas with specific real-world examples. In replies to peers, discuss whether you agree or disagree with the way your peers have differentiated between the two buying processes.
MKT 315 Topic 4 DQ 1
In their personal lives, people routinely purchase goods or services. At times, they “need” or “want” something new; or it is time to replace/replenish an existing product. Whether they need to purchase groceries, buy gas for the car, or stretch a bit to get that exciting new toy, their investment in “goods” is ongoing. Similarly, they utilize the services that companies provide to enrich, replenish, fulfill, maintain, or enhance their lives. Describe how a marketer could develop differing marketing strategies to target your personal use of goods or services. Provide a real-world example of a marketer who does this. Include links to relevant marketing pieces to illustrate your example. In replies to peers, discuss the effectiveness of marketers in targeting to personal use in the examples provided.
MKT 315 Topic 4 DQ 2
Sometimes a new product or service endeavor fizzles in the marketplace. Looking back, it seemed like a “good idea” at the time; however, it is evident that the promising new product or service is now headed toward obsolescence. Assume the role of the lead marketer of a struggling (or failed) product. Provide a detailed analysis of the product or service failure; and present a step-by-step description of how these (and future) product failures could be avoided. Include links to relevant marketing materials to illustrate your ideas. In replies to peers, discuss whether you agree or disagree with the analysis provided by your peers and explain why.
MKT 315 Topic 5 DQ 1
What is meant by marketing math in pricing? Discuss the significance of marketing math in overall marketing success. Provide an example that supports your ideas. In replies to peers, provide additional examples that support those posted by your peers.
MKT 315 Topic 5 DQ 2
View “Pricing and Breakeven Analysis.” A break-even analysis can be used to determine the amount of sales volume a business needs to start making a profit. List the formula used to conduct a break-even analysis and explain each component. Provide a real-world example of how the break-even analysis and formula could be applied. In replies to peers, discuss other marketing math methods that could be employed by the business as it tracks profitability.
MKT 315 Topic 6 DQ 1
View “Types of Distribution Channels.” In your own words, describe types of distribution channels and provide an example of each. Discuss the advantages and disadvantages of each using real-world examples. In replies to peers, discuss whether you agree or disagree with the pros and cons they have identified and explain why.
MKT 315 Topic 6 DQ 2
Provide a real-world example of a wholesaler, a distributor, and a retailer. Discuss the differences among them. In replies to peers, discuss whether you agree or disagree with their discussion of what differentiates wholesalers, distributors and retailers and justify your ideas with specific reasons, facts, and examples.
MKT 315 Topic 7 DQ 1
The communications process describes the interactions between a sender and a receiver of a message. Watch the video “The Communications Process and IMC.” Visit YouTube and find and watch a TV commercial for McDonald’s. Post the link to the commercial in your discussion. Analyze the commercial using the communications model. Who are the sender and receiver of the commercial? Why are marketers at McDonald’s concerned about the encoding and decoding of the commercial? What is the central message of the commercial? How do receivers provide feedback to the sender? In replies to peers, discuss whether you agree or disagree with their analysis of the commercial and explain why.
MKT 315 Topic 7 DQ 2
Watch the video “Advertising, Sales Promotion, and Public Relations.” Discuss the strengths and weaknesses of each form of communication. Explain why marketers would choose to use each form within a consumer products promotion. Illustrate your ideas with specific examples. In replies to peers, provide additional illustrative examples to support the ideas presented and explain how your examples apply.
MKT 315 Topic 8 DQ 1
Watch the video “Sales Management.” Summarize the strengths and weaknesses of personal selling when compared to other forms of marketing communications. Discuss the role a sales manager plays in improving the overall performance of sales people. In replies to peers, discuss whether you prefer personal selling or other forms of marketing communications and explain why.
MKT 315 Topic 8 DQ 2
View “The Global Environment for Marketing.” As the marketer for Create Cookbooks, you have been tasked to expand the target market from a local to global presence. Currently, the company cookbooks have sold well at local bookstores, kitchen stores, and community college campuses. Describe a strategy that would enable your company to successfully market the product to an international audience. In replies to peers, discuss additional components that could be applied to make the strategy more effective.
MKT 315 Full Course Assignments GCU
MKT 315 Topic 2 Benchmark Marketing Plan Analysis and Presentation: Part 1- Research
The purpose of this assignment is to conduct research and collect data, analyze findings, and explain how this information is used to formulate marketing strategies and tactics.
Review the topic materials “Forms of Marketing Research” and “The Marketing Research Process.” Using what you have learned about marketing research, assume the role of a marketing professional who has been tasked with completing a marketing plan for a client.
Select a publicly traded, for-profit company that will be your client. Conduct research about the company by visiting the company website and obtaining a copy of the annual report. Locate three to five additional resources that provide additional data and information about the brand. You will use this research to tell the brand story; share the company vision, mission, and marketing objectives; and describe the strategies and tactics the company is currently using to meet the marketing objectives. You will also perform SWOT analysis based on your research.
Using what you learn from your research and subsequent analysis, complete the “Marketing Plan and Presentation: Part 1 – Research Template.”
While APA style is not required for the body of this assignment, solid academic writing is expected, and documentation of sources should be presented using APA formatting guidelines, which can be found in the APA Style Guide, located in the Student Success Center.
This assignment uses a rubric. Please review the rubric prior to beginning the assignment to become familiar with the expectations for successful completion.
You are not required to submit this assignment to LopesWrite.
Benchmark Information
This benchmark assignment assesses the following programmatic competencies:
BS Applied Entrepreneurship; BS Applied Management; BS Applied Marketing and Advertising
1.1: Determine how organizations formulate marketing strategies and tactics using market and consumer data.
BS Business Information Systems
3.4: Determine how organizations formulate marketing strategies and tactics using market and consumer data.
BS Business Analytics; BS Business Management; BS Marketing and Advertising; BS Sports Management
3.5: Determine how organizations formulate marketing strategies and tactics using market and consumer data.
BS Accounting; BS Business Administration; BS Entrepreneurial Studies; BS Finance; BS Finance and Economics; BS Hospitality Management; BS Supply Chain and Logistics Management
3.7: Determine how organizations formulate marketing strategies and tactics using market and consumer data.
BS Business Secondary Ed
6.2: Determine how organizations formulate marketing strategies and tactics using market and consumer data.
MKT 315 Topic 4 Resume and Cover Letter
The purpose of this assignment is to create a resume and a cover letter that can be used to effectively present yourself to potential employers.
Self-promotion is an integral part of career success, and the first and most important product you need to learn how to market is yourself. You are a brand, and your ability to communicate your brand effectively to potential employers for internships and entry-level jobs in your field of study is an essential workplace skill.
Review the topic materials, paying special attention to “Career Options Discussion,” “Student Interviews,” and “Brands and Branding” videos, and the articles “How to Write an Effective Resume” and “Cover Letter Examples by Industry.”
Using what you have learned about the key elements of branding and brand management, such as purpose, positioning, promise, personality and values, and brand expression, construct a one-page resume and a one-page cover letter that capitalize on you as a unique brand you want to sell to potential employers. You need to ensure that the resume and cover letter accomplish the following:
- Highlight your skills, abilities, qualifications, and experience relevant to the position you are seeking.
- Utilize appropriate keywords relevant to the position you are seeking.
- Utilize a clear, easy to read font, and provide an appropriate photo if you elect to include one.
- Are free of spelling and grammatical errors.
- Demonstrate key elements of branding.
Submit your resume and cover letter.
APA style is not required, but solid academic writing is expected.
This assignment uses a rubric. Please review the rubric prior to beginning the assignment to become familiar with the expectations for successful completion.
You are not required to submit this assignment to LopesWrite.
MKT 315 Topic 5 Benchmark Marketing Plan Analysis and Presentation: Part 2 – Product or Service and Price
The purpose of this assignment is to conduct research related to how a specific company utilizes information related to consumer behavior, product mix or service processes, and pricing to create marketing plans that will meet business needs including their specified marketing objectives.
Review:
Review the following topic materials.
Topic 3: “Consumer Purchasing Decisions”
Topic 4: “What Is a Product?” “What Is a Service,” and “Service Delivery”
Topic 5: “Pricing and Breakeven Analysis”
Part 1:
Continuing in the role of a marketing professional who has been tasked with completing a marketing plan for a client, refer back to the research you completed in the Topic 2 Part 1: Research as a starting point for the assignment. Conduct additional research related to consumer behavior, the company’s specific product or service, and the company pricing strategy, and use it to complete the “Marketing Plan Analysis and Presentation: Part 2 – Research Template.”
Part 2:
Create a 15-20 slide PowerPoint presentation that summarizes your marketing plan analysis based upon the research you have conducted. Slides should address each of the key areas listed below and should include speaker notes that explain how the company could have used what it learned about consumer behavior, product or service, and pricing to help it develop a marketing plan in order to meet the company marketing objectives and business needs. Include a slide at the end of the presentation to cite your research sources.
Company Background:
- Company name, vision, and mission.
- Company marketing objectives.
Consumer Behavior:
- Describe the customer segments and target markets.
- Describe characteristics of the target markets that will affect product/service and pricing decisions.
- Describe how the company differentiates its product and positions its brand.
- Describe a consumer buying behavior model for this company and brand.
Product or Service:
- Describe the product mix.
- Describe the product lines.
- Describe the service processes.
- Discuss physical evidence of service, service scape, and ambiance.
- Discuss the roles of company employees in service delivery.
Price:
- Define the company’s pricing objectives and discuss whether the objectives are profit- or sales-oriented.
- Provide example of current company pricing strategies.
- Describe pricing tactics (discounts, etc.) that are used to drive short-term demand.
General Requirements:
Refer to the resource, “Creating Effective PowerPoint Presentations,” located in the Student Success Center, for additional guidance on completing this assignment in the appropriate style.
Submit the “Marketing Plan Analysis and Presentation: Part 2 – Research Template” and PowerPoint presentation with speaker notes.
While APA style is not required for the body of this assignment, solid academic writing is expected, and documentation of sources should be presented using APA formatting guidelines, which can be found in the APA Style Guide, located in the Student Success Center.
This assignment uses a rubric. Please review the rubric prior to beginning the assignment to become familiar with the expectations for successful completion.
You are not required to submit this assignment to LopesWrite.
Benchmark Information
This benchmark assignment assesses the following programmatic competencies:
BS Accounting; BS Business Administration; BS Business Analytics; BS Business Information Systems; BS Business Management; BS Entrepreneurial Studies; BS Finance; BS Finance and Economics; BS Hospitality Management; BS Marketing and Advertising; BS Sports Management; BS Supply Chain and Logistics Management
2.1: Demonstrate appropriate research strategies for acquiring information necessary to meet specific business needs.
MKT 315 Topic 7 Marketing Plan Analysis and Presentation: Part 3 – Place and Advertising Promotion
The purpose of this assignment is to conduct research related to how a specific company utilizes information related to place and promotion to create marketing plans that will meet business needs including their specified marketing objectives, to assess and make recommendations about the marketing strategies that have been employed based upon the consumer and market research, and to communicate these findings to organizational stakeholders.
Review:
Review the following topic materials.
Topic 6: “Types of Distribution Channels”
Topic 7: “Advertising, Sales Promotion, and Public Relations” and “Planning a Promotional Campaign”
Part 1:
Continuing in the role of a marketing professional who has been tasked with completing a marketing plan for a client, refer back to the research you completed in the Topic 2 Part 1: Research and the Topic 5 Part 2: Product or Service and Price assignments. Conduct additional research related to place and promotion and use it to complete the “Marketing Plan Analysis and Presentation: Part 3 – Research Template.”
Part 2:
Add to the PowerPoint presentation you created in the Topic 5 assignment by creating five to eight additional slides that summarize your marketing plan analysis based on the research you have conducted about place and promotion. Slides should address each of the key areas listed below and should include speaker notes that explain how the company could have used what it learned about consumer behavior, product or service, and pricing to help it develop a marketing plan in order to meet the company’s marketing objectives and business needs. When creating the presentation, provide links to specific YouTube and social media site examples that illustrate the current company messaging and promotional techniques. The final presentation should provide a comprehensive look at how the brand promotes their products to customers.
Based upon what you learned from your research and strategy assessment, recommend a strategy the company could employ to increase profits and sales to the target market. Include two or three final slides that summarize and justify your strategy recommendation. For the presentation of your PowerPoint, use Loom to create a video. Include an additional slide for the Loom link at the beginning of the presentation, and an additional slide for references at the end of the presentation.
Place:
- Describe distribution channels (direct, manufacturer to consumer, indirect, wholesalers/retailers, multichannels).
- Discuss possible channel conflicts.
Promotion:
- What forms of advertising and promotion does the company use?
- What forms of media does the company use? Describe the media mix.
- Illustrate the messages the company currently uses.
Strategy Recommendation:
- Based upon your research findings for the marketing mix, recommend a strategy that you believe will increase profits and sales to the target market.
- Cite your specific research findings to justify your strategy assessment and recommendations.
Part 3:
Part of being a successful marketer is being able to develop marketing strategies based on consumer and market research and then communicate those ideas to stakeholders. Imagine that you have been asked to present your research findings and recommendation to your peers. Practice presenting the PowerPoint presentation you have created. Using Loom, record yourself giving the presentation. There is a 10-minute time limit for sharing your presentation. Your Loom presentation will be graded on the following elements.
- Professional physical appearance, including business casual attire.
- Eye contract with audience (not reading slides or speaker notes) and clear articulation.
- Evidence of practice (not reading slides or speaker notes, but using them as a guide to explain presentation content).
- Adherence to 10-minute time limit.
General Requirements:
Refer to the resource, “Creating Effective PowerPoint Presentations,” located in the Student Success Center, for additional guidance on completing this assignment in the appropriate style.
Refer to the resource, “Loom,” located in the Student Success Center, for additional guidance on recording your presentation.
Submit the “Marketing Plan Analysis and Presentation: Part 3 – Research Template” and the PowerPoint presentation that includes speaker notes and an introductory slide that includes a link to your Loom video.
While APA style is not required for the body of this assignment, solid academic writing is expected, and documentation of sources should be presented using APA formatting guidelines, which can be found in the APA Style Guide, located in the Student Success Center.
This assignment uses a rubric. Please review the rubric prior to beginning the assignment to become familiar with the expectations for successful completion.
You are not required to submit this assignment to LopesWrite.
MKT 315 Topic 8 Global Marketing Factors
The purpose of this assignment is to identify factors that must be considered when conducting global marketing campaigns.
For this assignment, imagine you work for a U.S.-based organization that sells household appliances and is considering opening stores internationally, starting with Brazil. You have been tasked with providing your recommendations in preparation for the expansion into Brazil. In 250-500 words, address the following:
- Discuss how you would modify the personal selling approach based upon the Brazilian target market. Provide an example of the specific changes you would make and justify the changes.
- Identify ethical and regulatory issues that should be considered when marketing in Brazil.
Identify cultural and social considerations you should take into account as part of your marketing planning efforts. Explain how these factors make the marketing presented to the Brazilian audience different from what is presented to U.S. consumers.
Prepare this assignment according to the guidelines found in the APA Style Guide, located in the Student Success Center. An abstract is not required.
This assignment uses a rubric. Please review the rubric prior to beginning the assignment to become familiar with the expectations for successful completion.
You are required to submit this assignment to LopesWrite. Refer to the LopesWrite Technical Support articles for assistance.
