MKT501 All Modules Discussions (October 2019)

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.