Researching Marketing Questions - TDMaddox

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Syllabus

MKT/571 v10

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$C:\Users\djshirey\OneDrive - University of Phoenix\F_Drive\Style Guides\UPX Logos\Horizontal format\UOPX_Sig_Hor_Black_Medium.png$ MKT/571: Marketing

Course Information

Credits

3.0

Description

This course prepares students to apply marketing concepts to create and sustain customer value. Students learn to solve marketing problems in a collaborative environment. Topics include market research, customer relationships, branding, market segmentation, product development, pricing, channels, communications, and public relations.

Course Student Learning Outcomes

1.1 Apply environmental analysis information to marketing decisions.

1.2 Describe an informational goal to be addressed by manipulation of primary and/or secondary research.

1.3 Determine marketing objectives, strategies, and tactics.

1.4 Formulate internal and external messaging that demonstrates an understanding of the implementation of marketing strategy and tactics.

2.1 Contrast consumer and organizational buying behaviors.

2.2 Evaluate the consumer decision process to determine how consumer problems are identified, evaluated, and the products/services are selected.

2.3 Analyze post purchase processes, consumer satisfaction, and metrics to evaluate customer loyalty.

2.4 Evaluate business to business buying behavior.

2.5 Explain organizational behaviors taking into account business to business and business to consumer buying behaviors.

3.1 Illustrate the steps involved in a new product development.

3.2 Discuss the stages of a product’s life cycle.

3.3 Formulate a product mix strategy for a product including width, length, depth, and consistency.

3.4 Demonstrate the effect of the various factors that influence a change in product mix.

4.1 Contrast pricing strategies and tactics and when each should or could be used.

4.2 Differentiate pricing strategy setting from price getting.

4.3 Determine distribution strategies for consumer and organizational or industrial goods and services.

4.4 Distinguish between the dimensions of channel power.

5.1 Select effective marketing communications channels to successfully reach a target audience.

5.2 Differentiate between traditional and new media options in relation to branding strategies.

5.3 Determine branding strategies used for marketing purposes.

5.4 Recommend strategies for earning and measuring customer loyalty.

6.1 Define core marketing performance metrics in relation to the marketing plan.

6.2 Create processes to monitor and control marketing performance.

6.3 Assess legal and ethical considerations that arise in relation to the marketing plan.

Materials

Textbook

Kotler, P. T. & Keller, K. L. (2016). Marketing management (15th ed.). Upper Saddle River, NJ: Pearson/Prentice Hall.

Schedule Overview

Note: Assignments are due day 7 unless indicated otherwise. Discussion Boards: initial post due day 3 and two required responses due day 7.

Wk and Topic

Activities

Assignments and Points

Wk 1 – Evaluating Marketing Strategies

· Marketing Management, Ch. 1: Defining Marketing for the New Realities

· Marketing Management, Ch. 2: Developing Marketing Strategies and Plans

· Marketing Management, Ch. 3: Collecting Information and Forecasting Demand

· Goals of Marketing Research

· Wk 1 Discussion – Video Review – 40 points

· Wk 1 – Researching Marketing Questions – 100 points

Wk 2 – Consumer Behavior Analysis

· Marketing Management, Ch. 5: Creating Long-Term Loyalty Relationships

· Marketing Management, Ch. 7: Analyzing Business Markets

· Marketing Management, Ch. 8: Tapping Into Global Markets

· Marketing Management, Ch. 10: Crafting the Brand Positioning

· Wk 2 Discussion – Purchasing Behavior – 40 points

· Wk 2 Team – Learning Team Charter – 50 points

· Wk 2 – Understanding Target Markets – 100 points

Wk 3 – Product Mix Strategy

· Marketing Management, Ch. 11: Creating Brand Equity

· Marketing Management, Ch. 12: Addressing Competition and Driving Growth

· Marketing Management, Ch. 13: Setting Product Strategy

· Marketing Management, Ch. 14: Designing and Managing Services

· Marketing Management, Ch. 15: Introducing New Market Offerings

· Understanding ‘Place’ in Social Marketing: A Systematic Review

· Wk 3 Discussion – Product Mix – 40 points

· Wk 3 – Promotion and the Product Life Cycle – 100 points

Wk 4 – Pricing and Distribution

· Marketing Management, Ch. 16: Developing Pricing Strategies and Programs

· Marketing Management, Ch. 17: Designing and Managing Integrated Marketing Channels

· Marketing Management, Ch. 18: Managing Retailing, Wholesaling, and Logistics

· Week 4 University Library Readings

· Wk 4 Discussion – Distribution Channels – 40 points

· Wk 4 – Price and Channel Strategy – 100 points

Wk 5 – Marketing Communication, Branding, and Customer Loyalty

Marketing Management, Ch. 19: Designing and Managing Integrated Marketing Communications

Marketing Management, Ch. 21: Managing Digital Communications: Online, Social Media, and Mobile

Week 5 University Library Readings

Building a Brand Strategy

· Wk 5 Discussion – Customer Loyalty – 40 points

· Wk 5 Team – Media Options – 80 points

· Wk 5 – Marketing Communication and Brand Strategy – 100 points

Wk 6 – Performance, Legal, and Ethical Issues

Marketing Management, Ch. 23: Managing a Holistic Marketing Organization for the Long Run

· Wk 6 Discussion – Advertising Effectiveness – 40 points

· Wk 6 – Social, Ethical, and Legal Implications – 130 points