Branding in the Digital Age

MKT 501 Strategic Marketing

Module 1 Discussion

Branding in the Digital Age

You are invited to attend the Symposium International (TSI), a meeting for entrepreneurs and marketing execs (also known as MKT 501). Use this forum to discuss a product or service you wish to launch. Click the list of recommended products/service areas. It is acceptable to create a small service-oriented business that is unique to your geographic area.

During class, you will develop a comprehensive strategic marketing plan; TSI provides a unique opportunity to share with peers and evolve your ideas. While the business you will work with may not be real, the research, application, and competitive analysis used in the class will be.

The list is divided into categories that reflect career paths followed by many of Tridentâ€s students. It allows you to pick a product that can work for your future or current profession. If you would like to choose a product or service not listed above, you must receive faculty approval early in week 1. If you did not get approval prior to posting, you may need to redo the work.

During this class, you will be working progressively with a product/service of your creation. Prior to selecting a topic and starting on the assignments, you should review the other units. This will help you to select an appropriate product/service with which to work.

Be sure to pick a product or service that is ready to market. If you are developing a new product (or service), assume that it is beyond the development phase ready for the marketplace.

Customer Profiling

Understanding your customer profile is essential to the overall marketing plan. Customer profiles also help with selecting the correct media for the target markets, positioning, and segmentation.

WEEK 1 DISCUSSION POST

Provide a brief description of the product/service with which you will work.

Visit US Framework and VALSâ„¢ Types and complete the following:

Choose three possible profiles for your productâ€s audiences. NOTE: You can take the VALS survey if you wish.

Explain why you are targeting these segments. Provide three possible places to advertise to these audiences.

This post should be 2 paragraphs in length (150-200 words). Since you are engaging in research, be sure to cite in the body of the post and add a reference list in APA format.

WEEK 1 INTERACTIVE RESPONSES TO CLASSMATES

1st Interactive Response:

Analyze one student’s analysis of and rationale for product target market profile. Critique the selections.

2nd Interactive Response:

Analyze another student’s discussion of customer profiling. Share ideas or techniques that can be used in communicating the product message with the target.

Each reply should be one paragraph in length (or about 75 words) and must be substantive in nature. Do not simply say “I agree” or “That is great.” Specify why and be detailed in your explanation. You may use research in your responses, but it is not required.

WEEK 2 DISCUSSION POST

Speaking the Right Language

Getting the right message out to the right market with the right media needs to be considered in the marketing plan. With so many options available today, the media mix should incorporate traditional and new media.

Provide a brief description of your chosen product/service. (This should be used throughout class.)

Select a competitorâ€s product or service and list at least three places where you found it promoted.

Discuss how each promotion caught your attention.

What made you notice this ad or placement?

What type of appeal did the messages use to capture attention?

Did you or will you buy the product because of the ad? Explain why or why not.

This post should be 2 paragraphs in length (150-200 words). Since you are engaging in research, be sure to cite in the body of the post and add a reference list in APA format.

WEEK 2 INTERACTIVE RESPONSES TO CLASSMATES

1st Interactive Response:

Select one student’s product and look for it on social media, promotions, special events, television commercials, print ads, or billboards. Assess if the placements and messages are a good fit for the product.

2nd Interactive Response:

Select another student’s product and share how the messages affect you and why.

Each reply should be one paragraph in length (or about 75 words) and must be substantive in nature. Do not simply say “I agree” or “That is great.” Specify why and be detailed in your explanation. You may use research in your responses, but it is not required.

In your own words, respond to the discussion and comments of classmates. Grades will be based on effectual, concise, and interactive feedback. The excessive use of quotes will directly impact performance, since this indicates a lack of comprehension and shows that you may not have mastered the concepts.

Grading Note:

At University International, rubrics are used for grading. These rubrics specify the points available for each component of an assignment. Points are earned based on the level of work submitted. The rubric below is used for discussions in the MBA/MSHRM/MSL degree programs. Rubrics for Cases and SLPs are found on the Dropbox link for those assignments.

MKT 501 Strategic Marketing

Module 2 Discussion

Societal Marketing

Customers have high expectations about companies and brands they prefer. Stakeholders presume an organization will consider what is best for society when selling its products and services alongside what will benefit earnings.

Today, societal marketing is on the rise as more companies consider the value proposition of their image beyond features and benefits of a product or service. Societal marketing takes into account issues such as the environment, fair trade, and the overall betterment of society.

WEEK 1 DISCUSSION POST

Organizations often require managers to write short articles for newsletter or blog publication. Becoming comfortable writing this style of commentary for a general audience is important in an era in which media can be authored by anyone.

The focus of your work will be social responsibility of the chosen company. This is a public relations-style article. Todayâ€s consumers of media want quick, informative, and exciting information. It can be written in 1st or 3rd person.

This post should be 200-300 words in length. If you are engaging in research, be sure to cite in the body of the post and add a reference list in APA format

WEEK 1 INTERACTIVE RESPONSES TO CLASSMATES

1st Interactive Response:

Select one article and critique it. Ask questions or provide advice that will improve it.

2nd Interactive Response:

Select another article and critique it. Ask questions or provide advice that will improve it.

Each reply should be one paragraph in length (or about 75 words) and must be substantive in nature. Do not simply say “I agree” or “That is great.” Specify why and be detailed in your explanation. You may use research in your responses, but it is not required.

WEEK 2 DISCUSSION POST

Finding the Perfect Message

Understanding the features and benefits of a product is essential to forming the overall marketing plan’s creative message. Brands use creative appeals to connect with the customer target markets. Product features transform into benefits for the customers to meet their wants and needs.

Provide a brief description of your chosen product/service. (This should be used throughout class.)

Discuss how the product fits a lifestyle or psychographic.

List two features of the product and assess how they transform into benefits for your target market.

This post should be 2 paragraphs in length (150-200 words). Since you are engaging in research, be sure to cite in the body of the post and add a reference list in APA format.

WEEK 2 INTERACTIVE RESPONSES TO CLASSMATES

1st Interactive Response:

Analyze the fit of the product fits a lifestyle or psychographic in one student’s post.

2nd Interactive Response:

Select another student’s post and analyze the fit between benefit and consumer.

Each reply should be one paragraph in length (or about 75 words) and must be substantive in nature. Do not simply say “I agree” or “That is great.” Specify why and be detailed in your explanation. You may use research in your responses, but it is not required.

In your own words, respond to the discussion and comments of classmates. Grades will be based on effectual, concise, and interactive feedback. The excessive use of quotes will directly impact performance, since this indicates a lack of comprehension and shows that you may not have mastered the concepts.

MKT 501 Strategic Marketing

Module 3 Discussion

Online Distribution

Differentiation

The quality of service provided by a company has been shown to affect consumer loyalty. Better service equates to loyal customers.

WEEK 1 DISCUSSION POST

The eight dimensions of service quality are reliability, assurance, performance, responsiveness, extended services, empathy, appearance, and reputation.

Provide a brief introduction to the company with which you are working.

Using the dimensions of service quality, develop a strategy to differentiate the company.

This post should be 200-300 words in length. Since you are engaging in research, be sure to cite in the body of the post and add a reference list in APA format.

WEEK 1 INTERACTIVE RESPONSES TO CLASSMATES

1st Interactive Response:

Select one student’s post and explain which dimension would be most important in gaining your loyalty.

2nd Interactive Response:

Analyze another student’s post and explain which dimension would be least important in gaining your loyalty.

Each reply should be one paragraph in length (or about 75 words) and must be substantive in nature. Do not simply say “I agree” or “That is great.” Specify why and be detailed in your explanation. You may use research in your responses, but it is not required.

WEEK 2 DISCUSSION POST

Using predominately articles from the library’s full-text article databases (Academic Search Complete, Business Source Complete, and/or ProQuest Central), research distribution channel structure:

Provide a brief introduction of the company with which you are working.

Research distribution channel systems.

Apply a distribution channel to your product enhance customer value.

This post should be 200-300 words in length. Since you are engaging in research, be sure to cite in the body of the post and add a reference list in APA format

WEEK 2 INTERACTIVE RESPONSES TO CLASSMATES

1st Interactive Response:

Select one student’s distribution channel application and critique its fit to the chosen product.

2nd Interactive Response:

Pick a second student’s distribution channel application and critique its fit to the chosen product.

Each reply should be one paragraph in length (or about 75 words) and must be substantive in nature. Do not simply say “I agree” or “That is great.” Specify why and be detailed in your explanation. You may use research in your responses, but it is not required.

In your own words, respond to the discussion and comments of classmates. Grades will be based on effectual, concise, and interactive feedback. The excessive use of quotes will directly impact performance since this indicates a lack of comprehension and shows that you may not have mastered the concepts.

MKT 501 Strategic Marketing

Module 4 Discussion

Free Offers and Pricing

Symposium International’s (TSI) focus for this week is pricing strategy: a component of the marketing mix. Consider the Target Market, Competition, Core Strategy, and Communications & Promotions when making a decision on how pricing will be determined.

WEEK 1 DISCUSSION POST

Provide a brief introduction of the company with which you are working.

Discuss what pricing objectives you would consider for your product/service.

Identify the pricing objective and strategy you will ultimately choose and explain why.

This post should be 3 paragraphs in length (300 words). Since you are engaging in research, be sure to cite and reference the source(s) in APA format.

WEEK 2 INTERACTIVE RESPONSES TO CLASSMATES

1st Interactive Response:

Select one student’s pricing decision post. Is it supported by solid rationale? Would you make a different decision?

2nd Interactive Response:

Select another student’s pricing decision post. Is it supported by solid rationale? Would you make a different decision?

Each reply should be one paragraph in length (or about 75 words) and must be substantive in nature. Do not simply say “I agree” or “That is great.” Specify why and be detailed in your explanation. You may use research in your responses, but it is not required.

Perceived Value

Not all benefits or costs can be quantified in dollars. A productâ€s aesthetic appeal, extra technical support, and reputation are harder to quantify in economic terms, yet they can have a profound impact on customer perceptions of value.

WEEK 2 DISCUSSION POST

Provide a brief introduction of the company with which you are working.

Discuss ways you can improve perceived customer value.

Analyze how psychological motives help shape emotional benefits and customer perceptions of value.

Analyze how the personality of an endorser shapes the emotional benefits of the product.

This post should be 200-300 words in length. Since you are engaging in research, be sure to cite in the body of the post and add a reference list in APA format.

WEEK 2 INTERACTIVE RESPONSES TO CLASSMATES

1st Interactive Response:

Select one student’s post on perceived customer value and provide a real-world researched example to back-up one scenario presented in the discussion.

2nd Interactive Response:

Select another student’s post on endorser effects and share an ad campaign that works for you. Explore the reasons for the positive connection.

Each reply should be one paragraph in length (or about 75 words) and must be substantive in nature. Do not simply say “I agree” or “That is great.” Specify why and be detailed in your explanation. You may use research in your responses, but it is not required.

In your own words, respond to the discussion and comments of classmates. Grades will be based on effectual, concise, and interactive feedback. The excessive use of quotes will directly impact performance since this indicates a lack of comprehension and shows that you may not have mastered the concepts.

MKT 501 Strategic Marketing

Module 4 Reflection Discussion

End of Session Self-Reflection

Class is rapidly coming to an end. Reflect on what you are taking away from the class and what improvements youâ€ll make to the way you think about marketing management personally and as a professional.

No replies to classmates required.

If you decide to continue on for a D.B.A. (Doctor of Business Administration) at Trident, this is one of three classes that count toward your degree.

After responding to the Reflective Discussion above, please complete an anonymous Course Evaluation Survey. Instructors are not able to view course evaluation reports until after the grade submission period is over. Thank you for your feedback.

MKT 501 Strategic Marketing

Module 1 Case

STP, PRODUCT MANAGEMENT & SITUATION ANALYSIS

Assignment Overview

A Customer Focus

After you determine what you are selling, the next critical part of the marketing plan is to understand to whom you are selling. Knowing your customer is essential to ensure that the company is delivering an appropriate message to the target market. Marketing success is about turning sales leads into profits.

Not only should a company focus on servicing its current customer base, it must also seek out new customers.

This moduleâ€s case will focus on defining your productâ€s customer demographic and psychographic profile, along with customer relationship management (CRM) and customer satisfaction metrics. CRM is about managing current and prospective customers for strong and long customer relationships.

Case Assignment

Check out Nielsen Insights to find out more about todayâ€s customer. Visit Experian and Mosaic® to find out more about using marketing research to develop customer profiles.

Using information from the websites and articles from the library’s full-text article databases (Academic Search Complete, Business Source Complete, and/or ProQuest Central), create a customer profile brief:

Customer Demographics and Psychographics—A review of current customer demographics—explain why this demographic profile is your primary target market.

Develop a demographic profile of the potential customer segment.

List at least two demographic tools you can use to help develop the demographic profile.

Potential customer market demographics. Define the psychographic profile of your customer.

Customer Relationship Management—Find two CRM tools that help companies identify pertinent information about their customer segments.

How will you use these tools to manage the customer relationship?

Since you are engaging in research, be sure to cite and reference the sources in APA format. The paper should be written in third person; this means words like “I”, “we”, and “you” are not appropriate. For more information see Differences Between First and Third Person.

Use the attached APA-formatted template (MKT 501 Case1) to create your submission.

Assignment Expectations

Your submission will include:

University Internationalâ€s cover page

A 4- to 5-page paper with APA citations (2- to 3-sentence introduction, body, 2- to 3-sentence conclusion)

The reference list page in APA format

Grading Note:

At University International, rubrics are used for grading. These rubrics specify the points available for each component of an assignment. Points are earned based on the level of the work submitted. The rubric located in the case dropbox is used for this case.

MKT 501 Strategic Marketing

Module 1 SLP

STP, PRODUCT MANAGEMENT & SITUATION ANALYSIS

Target Audience and Competition are the next components to be addressed in the process of developing a Marketing Strategy. To choose an appropriate target market, one must understand how consumers make purchase decisions.

Research

Research and discuss Maslowâ€s theory of needs and how it is applied to marketing. Resources MUST include articles in the libraryâ€s full-text article databases (Academic Search Complete, Business Source Complete, and/or ProQuest Central).

Define the stages of the consumer behavior model (or industrial model, if appropriate) and apply how the concepts affect the marketing effort. Resources MUST include articles in the libraryâ€s full-text article databases (Academic Search Complete, Business Source Complete and/or ProQuest Central).

Application to Product/Service

Provide a quick overview of the product or service you created.

Even though you have “created” a product or service, the applications and research in this section will be real.

Identify your target market. Provide a specific demographic profile and rationale for this decision. Another source that may help you: The US Census Bureau’s American Fact Finder. Consider the size of the market and its purchasing power. Research is required to back-up your selection and to provide statistics to show that it is a viable market.

Analyze your competition. Who are they? Who are the biggest players? How large is the market? What are the trends/forecasts in the industry? How does your product/service fit in? IBISWorld in the Library is a good tool for this section; it may be accessed under “ADDITIONAL LIBRARY RESOURCES” and then scroll down to the database.

The assignment requires the use of ARTICLES from the libraryâ€s full-text databases. Articles are found in periodicals. These are not to be confused with eBooks or Reference Books. The most popular databases in marketing are: Academic Search Complete, Business Source Complete, and/or ProQuest Central.

Effective academic and research writing requires a 3rd person voice. This SLP will be written in 3rd person. Do not use any quotations. For more information see Differences Between First and Third Person. Since you are engaging in research, be sure to cite and reference the sources in APA format. NOTE: the Analysis in the Appendix may be written in 1st person.

Use the attached APA-formatted template (MKT 501 SLP1) to create your submission.

SLP Assignment Expectations

Your submission will include:

University Internationalâ€s cover page

A 2- to 3-page paper with APA citations (2-to 3-sentence introduction, body, 2-to 3-sentence conclusion)

The reference list in APA format

Grading Note:

At University International, rubrics are used for grading. These rubrics specify the points available for each component of an assignment. Points are earned based on the level of the work submitted. The rubric located in the SLP dropbox is used for this SLP.

MKT 501 Strategic Marketing

Module 2 Case

PROMOTION MANAGEMENT & SWOT ANALYSIS

Assignment Overview

The Marketing Plan: GAP Analysis

Every business should determine its own standards for success when evaluating the attractiveness of a market, since every industry has its unique circumstances. Criteria that influence Segment Attractiveness include:

Market Growth (Market Size, Growth Rate, Market Potential)

Competitive Intensity (Number of Companies, Ease of Entry, Substitutes)

Market Access (Customer Familiarity, Channel Access, Company Fit)

While benchmarking based on criteria is beneficial in capturing the qualitative aspects of a market situation, the profit potential must also be assessed for all segments deemed attractive based on their market attractiveness indexes.

Segmentation Application

Provide a brief description of your chosen product/service. (This should be used throughout the class.)

Analyze customer needs for the target product

Discuss Segmentation Strategies based on two real competitors’ market position

Devise a niche marketing strategy that would be appropriate for your company’s product.

Gap Analysis, Benchmarking & Competitive Advantage

Implement a Gap Analysis of Two Competitors. Discuss how the findings would be used.

Develop Competitor and Competitive Benchmarking.

Competitor benchmarking involves identifying a businessâ€s main competitors and then comparing itself against them in key performance areas. Competitive benchmarking involves going outside a businessâ€s market or industry to study a company that excels in an area where the business is deficient.

Devise Strategies to Achieve Competitive Advantage for the Company

This is the main part of the assignment and requires extensive critical thinking. Do not rely on summarizing information; instead explain based on the definition of each virtue and vice how they apply to your chosen leader. Use your library articles to provide support for the analysis. Use the template and divide your paper into clear sections with headings based on each of the virtues and vices you are discussing.

Using articles primarily from Online Libraryâ€s full-text databases (like Academic Search Complete, Business Source Complete, and/or ProQuest Central), research the chosen topic and create a well-balanced 4- to 5-page submission that demonstrates evidence of critical thinking. Remember that this means your paper should not be just a summary of the articles and book chapters that you read, but rather an in-depth analysis that is supported by quality, professional, and graduate-level research.

Do not use any quotations. Since you are engaging in research, be sure to cite and reference the sources in APA format. The paper should be written in third person; this means words like “I”, “we”, and “you” are not appropriate. For more information see Differences Between First and Third Person.

Use the attached APA-formatted template (MKT 501 Case2) to create your submission.

Assignment Expectations

Your submission will include:

University Internationalâ€s cover page

A 4- to 5-page paper with APA citations (2- to 3-sentence introduction, body and 2- to 3-sentence conclusion)

The reference list page in APA format

MKT 501 Strategic Marketing

Module 2 SLP

PROMOTION MANAGEMENT & SWOT ANALYSIS

Successful Messaging

It is important to understand what you are selling before you can craft messages to target specific markets. The marketing “P” for product defines the features and benefits of the product that explains why a customer should buy your product. Product (or service) strategy is a guiding step in the overall marketing plan.

Your product line presentation to senior management will take place via video conferencing. You will need to prepare a PowerPoint presentation and an accompanying script in Word for the meeting.

Launching your Product

Your PowerPoint presentation and accompanying script will include the following:

Company Competition—Develop a SWOT analysis to graphically depict your companyâ€s current competition. Explain the SWOT in words.

Segmentation—Consider who is interested in your product. Identify the type of customer groups interested in the product and why.

Targeting Customers—Based on the product offering and customer segments, describe what customers segments you will serve and why.

Product Positioning—Determine your positioning strategy for the product. What image do you want to project to your customers and prospects? How will you appeal to your selected customer segments?

Use the 4Ps of marketing to help with this. For example, will we differentiate the price based on quality and value? Where will we distribute the product? For example, is your product distinctive, unique, or the best quality for the price? Write your positioning statement for the product.

Customer Lifetime Value—How will you build customer lifetime value for the company based on your product marketing strategies?

SLP Assignment Expectations

Please submit your assignment.

Two files will need to be uploaded.

SCRIPT: A Word document using the attached template (MKT 501 SLP2 Script). The Body of the Word Script must be at least 1000 words. Be sure to cite and reference your resources in the Word Script.

POWERPOINT Presentation of at least 15 slides in length

MKT 501 Strategic Marketing

Module 3 Case

DISTRIBUTION & MARKETING PLAN

Case Assignment

An important component of the Marketing Strategy is the Marketing Mix. The Marketing Mix is the set of decisions about communications and promotion, price, channels of distribution, and customer relationship management.

This week you will focus only on communications and promotion, following an integrated marketing communications (IMC) approach. Such an approach delivers a clear and consistent message to your consumers and is connected to your Core Strategy.

IMC Research:

Discuss the aspects of the IMC. (The elements of the communication mix include: advertising, direct marketing, sales promotion, publicity/public relations, and personal selling.) Define each and discuss the pros and cons of the individual elements.

You should use the text for basic definitions. The majority of research for this section of the assignment must come from ARTICLES located in the libraryâ€s full-text databases (Academic Search Complete, Business Source Complete, and/or ProQuest Central).

Application

Provide a brief introduction of the company with which you are working.

Include a detailed description of your IMC approach. Explain your rationale for choosing or rejecting the specific elements (include applications to the earlier research section). What changes do you expect to make as the product/service matures?

Describe the message you wish to communicate based on your core strategy. Explain your rationale for the message. Formulate how you will communicate with your target market? Be specific. How will the internet be used in your IMC approach?

Select and explain the most suitable method for measuring advertising effectiveness. Your decision must include research to back up the selected method. Be sure to explain why this is the most effective method to measure the effectiveness of your marketing campaign.

Do not use any quotations. Since you are engaging in research, be sure to cite and reference the sources in APA format. The paper should be written in third person; this means words like “I”, “we”, and “you” are not appropriate. For more information see Differences Between First and Third Person.

Use the attached APA-formatted template (MKT 501 Case3) to create your submission.

Assignment Expectations

Your submission will include:

University Internationalâ€s cover page

A 4- to 5-page paper with APA citations (2- to 3-sentence introduction, body, 2- to 3-sentence conclusion)

The reference list page in APA format

MKT 501 Strategic Marketing

Module 3 SLP

DISTRIBUTION & MARKETING PLAN

Call to Action

How do you get the consumer to your site or social media? This is the exciting part of the promotion process – using creative tools to drive traffic to your site.

Sizing up the competition online

Use research from quality graduate-level resources and web searches of competitors:

Analyze at least one competitor and how it is driving traffic to its sites.

Boost your online presence

Provide a brief introduction of the company with which you are working.

Explain what online presence your product and service will have (include website and social media).

Create a plan using at least three different communication tools to promote your online presence.

Include rationale to back up your decisions.

Explain how you will measure the effectiveness of each tool listed (research is required).

In academic writing, it is necessary to use 3rd person vs. 1st person. For more information see Differences Between First and Third Person. This SLP will be written in 3rd person. Do not use any quotations. Since you are engaging in research, be sure to cite and reference the sources in APA format.

Use the attached APA-formatted template (MKT 501 SLP3) to create your submission.

SLP Assignment Expectations

Your submission will include:

University Internationalâ€s cover page

A 2- to 3-page paper with APA citations (2- to 3-sentence introduction, body, 2- to 3-sentence conclusion)

The reference list in APA format

MKT 501 Strategic Marketing

Module 4 Case

PRICING & MARKETING PLAN IMPLEMENTATION

Margins & Sales Volume

Different industries have varied benchmarks for margins. For example in restaurants alcohol margins are usually much higher than food margins. In other industries, margins are affected by seasonal demand.

Industry Research and Application

Research your product/serviceâ€s industry with regard to mark-ups and contribution margins.

Describe the industry

Discuss the margins and markups on goods or services

Discuss other economic factors that affect the mark-ups

What marketing techniques can companies use to support the pricing schemes that support their margins?

Use research from quality graduate-level resources and at least two articles from Libraryâ€s full-text databases like (Academic Search Complete, Business Source Complete and/or Proquest Central). Stay away from consultant sites on the internet.

Do not use any quotations. Since you are engaging in research, be sure to cite and reference the sources in APA format. The paper should be written in third person; this means words like “I”, “we”, and “you” are not appropriate. For more information see Differences Between First and Third Person.

Use the attached APA-formatted template (MKT 501 Case4) to create your submission.

Assignment Expectations

Your submission will include:

University Internationalâ€s cover page

A 4- to 5-page paper with APA citations (2- to 3-sentence introduction, body, 2- to 3-sentence conclusion)

The reference list page in APA format

MKT 501 Strategic Marketing

Module 4 SLP

DISTRIBUTION & MARKETING PLAN

Session Long Project

You will create a final a marketing project using assignments you created during the class. It is not necessary to create new content other than an introduction and conclusion for the project; but you are required to address comments provided by your faculty member and make updates accordingly.

Using the template provided, complete the comprehensive SLP for MKT 501. Since you have a series of different references lists for each assignment, you will need to combine them for this submission.

To make the work flow better, add a sentence at the end of each section or the beginning of the next to connect them.

SLP4: Strategic Marketing Plan

Product Overview

Product/Service Overview (used in your discussions)

Customer Profiling

Module 1: Week 1 Discussion Post.

Messaging

Module 1: Week 2 Discussion Post.

Customer Demographics and Psychographics

Module 1: Case.

Customer Relationship Management

Module 1: Case.

Target Audience and Competition

Module 1: SLP (Application to Product/Service).

Societal Marketing

Module 2: Week 1 Discussion Post.

Creative Message

Module 2: Week 2 Discussion Post.

Segmentation Application

Module 2: Case.

Gap Analysis, Benchmarking and Competitive Advantage

Module 2: Case.

Competition, Segmentation, Positioning, Lifetime Value

Module 2: SLP. Must be reformatted and double-spaced.

Differentiation

Module 3: Week 1 Discussion Post

Distribution

Module 3: Week 2 Discussion Post.

IMC: Integrated Marketing Communications

Module 3: Case (Application).

Competition and Boosting online Presence

Module 3: SLP.

Pricing

Module 4: Week 1 Discussion Post.

Perceived Value

Module 4: Week 2 Discussion Post.

Margins and Sales Volume

Module 4: Case.

Use the attached APA-formatted template (MKT 501 SLP4) to create your submission.

SLP Assignment Expectations

Your submission will include:

University Internationalâ€s cover page

A paper with APA citations (2- to 3-sentence introduction, body, 2- to 3-sentence conclusion)

The reference list page in APA format

The entire paper will vary in length based on what was previously submitted.