14 Aug MKT/230 INTRODUCTION TO MARKETINGUniversity of Phoenix Week One: Introduction

MKT/230 INTRODUCTION TO MARKETINGUniversity of Phoenix

Week One:
Introduction to Marketing

Details

Due

Points

Objectives

1.1 Explain
the concepts of goods and services, value, and marketing.
1.2 Describe
the role of marketers in an organization.
1.3 Describe
the meaning and role of the 4 Ps in the marketing mix.

Course Preparation

Read
the course description and objectives.
Read
the instructors biography and post your own.

Day 1

Readings

Read Appendix
A regarding the final projet requirements.
Read
Ch. 1, 2, & 4 of Marketin: Real
People, Real Choices.

Participation

Participate
in class discussion.

Week 1

15

Discussion Questions

Respond to weekly
discussion questions.

Day 2 DQ #1

Day 4
DQ #2

15

CheckPoint
Marketing
Concepts

Complete
the Marketing Concepts table found in Appendix B, usingthe information found in Ch. 1 of the textbook.
Post your
completed Appendix B as an attachment.

Day 5

25

Week Two:
Market Planning and Research

Details

Due

Points

Objectives

2

2.1 Recognize
the different levels of planning involved in marketing.
2.2 Describe
the steps in the marketing research process.

CheckPoint
Market Planning
at Qode

Readthe
case scenario, Decision Time at Qode, on pp. 38 and 39 of the textbook.
Write a
200- to 300-word response describing how the three steps of business
planningstrategic, functional, and operationalcan be seen in the marketing
decisions being made by Qode. Include information on who the decision makers
are at each level and what they do in the in planning process. Use figure 2.1
on pp. 41 of the textbook as a guide.

Day 4

25

Individual
Marketing Plan
Exercise

Review the
Marketing Plan Exercise found on p. 136 of the textbook.
Answer questions
15 of the Marketing Plan Exercise.
Include
two to three outside references to support your answers with research.
Post
your assignment as an attachment.

Day 7

100

Week Three:
Consumer Behavior

Details

Due

Points

Objectives

3

3.1 Identify
the steps in the consumer decision-making process.
3.2 Describe
factors that influence consumer behavior.

Readings

Read Ch.
5 & 7 of Marketing: Real People,
Real Choices.

Participation

Participate
in class discussion.

Week 3

15

Discussion Questions

Respond to weekly
discussion questions.

Day 2
DQ #1

Day 4
DQ #2

15

CheckPoint
Consumer
Decision-Making Process

In this CheckPoint, you exercise critical thinking
skills and identify the stages of the decision-making process involved with
purchasing a new product. Describe the logical inquiry and problem-solving
methods that were used to evaluate alternatives, select a product, and
evaluate the product post-purchase.

Complete
the table in Appendix C, usingFigure
5.1 on p. 142 of the textbook as a guide, by describing the stages in the
decision process of a recent purchase.

Post your
completed Appendix C as an attachment.

Day 5

25

Week Four:
Marketing Strategies

Details

Due

Points

Objectives

4

4.1 Describe
market segmentation and its importance in todays marketplace.
4.2 Develop
a target marketing strategy.
4.3 Identify
the characteristics of customer relationship management.

CheckPoint
Customer
Relationship Management

Reviewthe
descriptions of customer relationship management (CRM) characteristics found
in Appendix D.

CompleteAppendix
D by identifying activities that can be classified by each characteristic of
a CRM plan: share of customer, lifetime value of a customer, customer equity,
or high-value customers.

Post your
complete Appendix D as an attachment.

Day 4

25

Individual
Target Market
Strategy Presentation

Resource:
Ch.
7 in Marketing: Real People, Real
Choices

Select
a new product or service that you would like to introduce to the marketplace.
You use this same product when completing your Final Project in Week Nine.

Create a
7- to 12-slide Microsoft PowerPoint
presentation describing the market segmentation and a target market strategy
for the product you selected. Include information on the following points:

Consumer demographics

Consumer psychographics

Consumer behaviors

A segment profile

Includedetailed
speaker notes and an APA-formatted reference slide with your presentation.

Postyour Microsoft PowerPoint
presentation as an attachment.

Day 7

100

Week Five:
Creating the Product

Details

Due

Points

Objectives

5

5.1 Determine
the classifications of products.
5.2 Describe
how companies develop new products.
5.3 Describe
the process of product adoptions and the diffusion of innovations.

Readings

Read Ch.
8, 9, & 11 of Marketing: Real
People, Real Choices.

Participation

Participate
in class discussion.

Week 5

15

Discussion Questions

Respond to weekly
discussion questions.

Day 2
DQ #1

Day 4
DQ #2

15

CheckPoint
New Product
Development

Read
the following: You are working in the product development department of a
company that creates household products. Your team has come up with an idea
for a revolutionary new cleaning product. Using the seven phases of new
product development as a guide, describe how your company will develop the
new product.

Drafta
200- to 300-word response to the above scenario.

Post your
response.

Day 5

25

Week Six:
Managing the Product

Details

Due

Points

Objectives

6

6.1 Identify
product objectives and strategies.
6.2 Explain
product life cycle management.
6.3 Discuss
ways that a product creates product identity.

CheckPoint
Branding
Strategies

Selecta
large company that has created a strong product identity in the market. What
branding strategies has the company used to create its product identity?

Provideexamples
and explain your reasoning in a 200- to 300-word response.

Day 4

25

Individual
Life Cycle
Management Analysis

In this assignment, you practice using critical
thinking skills. You analyze a case by conducting research, defining
problems, and making recommendations. Remember to suspend personal bias and
judgment while investigating the multiple stages of product strategies and
life cycle management.
Resource:
Ch. 9 of Marketing: Real People, Real
Choices

Read
the following: In recent times, a popular consumer electronics company, Apple
has released a high-demand product to the marketplace. The iPod
portable MP3 player and iTunes interface allow the user to
quickly and easily purchase, download, and listen to music. As with any new
product in the marketplace, Apple has taken steps to manage this
product throughout its marketing life cycle.

Writea
700- to 1,050- word paper analyzing how the company has managed each stage of
the product life cycle of its popular MP3 player. Determine which stage of
the life cycle the product is in currently. Defend why you feel the product
is in the stage you identified. Your paper should include the following
elements:

A brief description of the products
objectives and marketing strategies

An analysis of the introduction phase of the
product

An overview of how the company has managed or
should manage the product through the growth stage

A review of how the maturity stage has affected
or will affect the products sales, profits, pricing, and marketing
communication

A prediction of the products decline in the
marketplace

Summarizeyour
paper by answering the following questions: Do you agree or disagree with how
each stage has been managed? What alternative approaches to life cycle
management would you suggest?

Includea
recommendation for management of the next applicable stage of the product
life cycle.

Formatyour
paper consistent with APA guidelines.

Postyour
paper as an attachment.

Day 7

100

Week Seven:
Pricing the Product and Market Communication

Details

Due

Points

Objectives

7

7.1 Explain
the function and value of pricing.
7.2 Summarize
the steps for price planning.
7.3 Describe
the role and function of marketing communication.
7.4 List
the stages in developing an IMC strategy.

Readings

Read Ch.
12, 13, & pp. 503-522 in Ch. 16 of Marketing:
Real People, Real Choices.
Read
this weeks Electronic Reserve Readings.

Participation

Participate
in class discussion.

Week 7

15

Discussion Questions

Respond to weekly
discussion questions.

Day 2
DQ #1

Day 4
DQ #2

15

CheckPoint
Integrated
Marketing Communication Strategies

The goal of integrated marketing communication
(IMC) is to produce a unified promotional message that has the customer as
its focus. All promotional activity, such as media advertising, sales
promotion, personal selling sponsorships, and public relations, is geared toward
delivering a consistent uniform message.

Drafta
200- to 300-word response answering the following questions:

How does an organization establish an IMC
plan?

What are some of the different stages a
company goes through when developing its IMC strategy?

Day 5

25

Week Eight:
Advertising, Promotion, Public Relations, and Retail

Details

Due

Points

Objectives

8

8.1 Identify
the steps involved in developing and advertising campaign.
8.2 Summarize
key sales promotion techniques.
8.3 Examine
the effects of B2C e-commerce on traditional retailing.

CheckPoint
Developing and
Advertising Campaign

Resource:Analysis:
GEICO television commercials try to appeal to wide audience/Audio File: Day
to Day.

Listento
the Audio File, Day to Day, by clicking on the Electronic Reserve Reading
link located under Week 8 on the Materials page of the student website.

Describethe
steps a company must consider when developing their own advertising campaign,
keeping some of the key points of the story in mind. Your answer should be
200300 words in length.

Day 3

15

CheckPoint
Marketing
Concepts Activity

Drafta
200- to 300-word response to the Marketing Concepts: Discussing Choices and
Ethical Issues question 6 found on p. 532 of Marketing: Real People, Real Choices.

Day 5

10

Individual
Sales Promotion
Techniques

Write a
700- to 1,050-word paper summarizing the key sales promotion techniques that
marketing firms direct toward trade and consumers. Include real-world
examples to describe the following classifications of sales promotion
techniques:

Discounts and deals

Increasing industry visibility

Price-based consumer sales promotions

Attention-getting consumer sales promotions

Formatyour
paper consistent with APA guidelines.

Postyour
paper as an attachment.

Day 7

100

Week Nine:
Marketing Plan

Details

Due

Points

Objectives

9

9.1 Develop
a marketing plan.

Participation

Participate
in class discussion.

Week 9

15

Capstone Discussion Question

Respond
to the capstone discussion question.

How has learning about marketing concepts
given you a better understanding of the market place and how businesses and
consumers make decisions? Has what you have learned about marketing increased
your interest in a future career in marketing? What do you value most from
taking this course?

Day 3

15

Final Project
Marketing Plan

Selecta
product or service you would like to introduce to the marketplace. It may be
from an existing company or a new concept.
Preparea
1,750- to 2,100-word marketing plan for your selected product or service.
Include the following elements:

A brief description of the product or service
being offered

An analysis of the market in which the product
or service will be offered

o Size
and demographics of the markets
o Potential
competitors, if any

An analysis of the marketing strategies that
will be used for the introduction of the product or service:

o Pricing
o Promotion
o Distribution
o Sales
support

Formatyour
paper consistent with APA guidelines.
Post your
marketing plan as an attachment.

Day 7

250

University of PhoenixWeek One:
Introduction to MarketingDetailsDuePointsObjectives1.1 Explain
the concepts of goods and services, value, and marketing.1.2 Describe
the role of marketers in an organization.1.3 Describe
the meaning and role of the 4 Ps in the marketing mix.Course PreparationRead
the course description and objectives.Read
the instructors biography and post your own.Day 1ReadingsRead Appendix
A regarding the final projet requirements.Read
Ch. 1, 2, & 4 of Marketin: Real
People, Real Choices.ParticipationParticipate
in class discussion.Week 115Discussion QuestionsRespond to weekly
discussion questions.Day 2 DQ #1Day 4DQ #215CheckPointMarketing
ConceptsComplete
the Marketing Concepts table found in Appendix B, usingthe information found in Ch. 1 of the textbook.Post your
completed Appendix B as an attachment.Day 525Week Two:
Market Planning and ResearchDetailsDuePointsObjectives2
2.1 Recognize
the different levels of planning involved in marketing.2.2 Describe
the steps in the marketing research process.CheckPointMarket Planning
at QodeReadthe
case scenario, Decision Time at Qode, on pp. 38 and 39 of the textbook.Write a
200- to 300-word response describing how the three steps of business
planningstrategic, functional, and operationalcan be seen in the marketing
decisions being made by Qode. Include information on who the decision makers
are at each level and what they do in the in planning process. Use figure 2.1
on pp. 41 of the textbook as a guide.Day 425IndividualMarketing Plan
ExerciseReview the
Marketing Plan Exercise found on p. 136 of the textbook.Answer questions
15 of the Marketing Plan Exercise.Include
two to three outside references to support your answers with research.Post
your assignment as an attachment.Day 7100Week Three:
Consumer BehaviorDetailsDuePointsObjectives3
3.1 Identify
the steps in the consumer decision-making process.3.2 Describe
factors that influence consumer behavior.ReadingsRead Ch.
5 & 7 of Marketing: Real People,
Real Choices.ParticipationParticipate
in class discussion.Week 315Discussion QuestionsRespond to weekly
discussion questions.Day 2DQ #1Day 4DQ #215CheckPointConsumer
Decision-Making ProcessIn this CheckPoint, you exercise critical thinking
skills and identify the stages of the decision-making process involved with
purchasing a new product. Describe the logical inquiry and problem-solving
methods that were used to evaluate alternatives, select a product, and
evaluate the product post-purchase.Complete
the table in Appendix C, usingFigure
5.1 on p. 142 of the textbook as a guide, by describing the stages in the
decision process of a recent purchase.

Post your
completed Appendix C as an attachment.Day 525Week Four:
Marketing StrategiesDetailsDuePointsObjectives4
4.1 Describe
market segmentation and its importance in todays marketplace.4.2 Develop
a target marketing strategy.4.3 Identify
the characteristics of customer relationship management.CheckPointCustomer
Relationship ManagementReviewthe
descriptions of customer relationship management (CRM) characteristics found
in Appendix D.

CompleteAppendix
D by identifying activities that can be classified by each characteristic of
a CRM plan: share of customer, lifetime value of a customer, customer equity,
or high-value customers.

Post your
complete Appendix D as an attachment.Day 425IndividualTarget Market
Strategy PresentationResource:
Ch.
7 in Marketing: Real People, Real
Choices

Select
a new product or service that you would like to introduce to the marketplace.
You use this same product when completing your Final Project in Week Nine.

Create a
7- to 12-slide Microsoft PowerPoint
presentation describing the market segmentation and a target market strategy
for the product you selected. Include information on the following points:
Consumer demographics
Consumer psychographics
Consumer behaviors
A segment profile

Includedetailed
speaker notes and an APA-formatted reference slide with your presentation.

Postyour Microsoft PowerPoint
presentation as an attachment.Day 7100Week Five:
Creating the ProductDetailsDuePointsObjectives5
5.1 Determine
the classifications of products.5.2 Describe
how companies develop new products.5.3 Describe
the process of product adoptions and the diffusion of innovations.ReadingsRead Ch.
8, 9, & 11 of Marketing: Real
People, Real Choices.ParticipationParticipate
in class discussion.Week 515Discussion QuestionsRespond to weekly
discussion questions.Day 2DQ #1Day 4DQ #215CheckPointNew Product
DevelopmentRead
the following: You are working in the product development department of a
company that creates household products. Your team has come up with an idea
for a revolutionary new cleaning product. Using the seven phases of new
product development as a guide, describe how your company will develop the
new product.

Drafta
200- to 300-word response to the above scenario.Post your
response.Day 525Week Six:
Managing the ProductDetailsDuePointsObjectives6
6.1 Identify
product objectives and strategies.6.2 Explain
product life cycle management.6.3 Discuss
ways that a product creates product identity.CheckPointBranding
StrategiesSelecta
large company that has created a strong product identity in the market. What
branding strategies has the company used to create its product identity?

Provideexamples
and explain your reasoning in a 200- to 300-word response.Day 425IndividualLife Cycle
Management AnalysisIn this assignment, you practice using critical
thinking skills. You analyze a case by conducting research, defining
problems, and making recommendations. Remember to suspend personal bias and
judgment while investigating the multiple stages of product strategies and
life cycle management.Resource:
Ch. 9 of Marketing: Real People, Real
Choices

Read
the following: In recent times, a popular consumer electronics company, Apple
has released a high-demand product to the marketplace. The iPod
portable MP3 player and iTunes interface allow the user to
quickly and easily purchase, download, and listen to music. As with any new
product in the marketplace, Apple has taken steps to manage this
product throughout its marketing life cycle.

Writea
700- to 1,050- word paper analyzing how the company has managed each stage of
the product life cycle of its popular MP3 player. Determine which stage of
the life cycle the product is in currently. Defend why you feel the product
is in the stage you identified. Your paper should include the following
elements:

A brief description of the products
objectives and marketing strategies
An analysis of the introduction phase of the
product
An overview of how the company has managed or
should manage the product through the growth stage
A review of how the maturity stage has affected
or will affect the products sales, profits, pricing, and marketing
communication
A prediction of the products decline in the
marketplace

Summarizeyour
paper by answering the following questions: Do you agree or disagree with how
each stage has been managed? What alternative approaches to life cycle
management would you suggest?

Includea
recommendation for management of the next applicable stage of the product
life cycle.

Formatyour
paper consistent with APA guidelines.Postyour
paper as an attachment.Day 7100Week Seven:
Pricing the Product and Market CommunicationDetailsDuePointsObjectives7
7.1 Explain
the function and value of pricing.7.2 Summarize
the steps for price planning.7.3 Describe
the role and function of marketing communication.7.4 List
the stages in developing an IMC strategy.ReadingsRead Ch.
12, 13, & pp. 503-522 in Ch. 16 of Marketing:
Real People, Real Choices.Read
this weeks Electronic Reserve Readings.ParticipationParticipate
in class discussion.Week 715Discussion QuestionsRespond to weekly
discussion questions.Day 2DQ #1Day 4DQ #215CheckPointIntegrated
Marketing Communication StrategiesThe goal of integrated marketing communication
(IMC) is to produce a unified promotional message that has the customer as
its focus. All promotional activity, such as media advertising, sales
promotion, personal selling sponsorships, and public relations, is geared toward
delivering a consistent uniform message.Drafta
200- to 300-word response answering the following questions:

How does an organization establish an IMC
plan?
What are some of the different stages a
company goes through when developing its IMC strategy?Day 525Week Eight:
Advertising, Promotion, Public Relations, and RetailDetailsDuePointsObjectives8
8.1 Identify
the steps involved in developing and advertising campaign.8.2 Summarize
key sales promotion techniques.8.3 Examine
the effects of B2C e-commerce on traditional retailing.CheckPointDeveloping and
Advertising CampaignResource:Analysis:
GEICO television commercials try to appeal to wide audience/Audio File: Day
to Day.

Listento
the Audio File, Day to Day, by clicking on the Electronic Reserve Reading
link located under Week 8 on the Materials page of the student website.

Describethe
steps a company must consider when developing their own advertising campaign,
keeping some of the key points of the story in mind. Your answer should be
200300 words in length.Day 315CheckPointMarketing
Concepts ActivityDrafta
200- to 300-word response to the Marketing Concepts: Discussing Choices and
Ethical Issues question 6 found on p. 532 of Marketing: Real People, Real Choices.Day 510IndividualSales Promotion
TechniquesWrite a
700- to 1,050-word paper summarizing the key sales promotion techniques that
marketing firms direct toward trade and consumers. Include real-world
examples to describe the following classifications of sales promotion
techniques:

Discounts and deals
Increasing industry visibility
Price-based consumer sales promotions
Attention-getting consumer sales promotions

Formatyour
paper consistent with APA guidelines.

Postyour
paper as an attachment.Day 7100Week Nine:
Marketing PlanDetailsDuePointsObjectives9
9.1 Develop
a marketing plan.ParticipationParticipate
in class discussion.Week 915Capstone Discussion QuestionRespond
to the capstone discussion question.
How has learning about marketing concepts
given you a better understanding of the market place and how businesses and
consumers make decisions? Has what you have learned about marketing increased
your interest in a future career in marketing? What do you value most from
taking this course?Day 315Final ProjectMarketing PlanSelecta
product or service you would like to introduce to the marketplace. It may be
from an existing company or a new concept.Preparea
1,750- to 2,100-word marketing plan for your selected product or service.
Include the following elements:

A brief description of the product or service
being offered
An analysis of the market in which the product
or service will be offered

o Size
and demographics of the marketso Potential
competitors, if any

An analysis of the marketing strategies that
will be used for the introduction of the product or service:

o Pricingo Promotiono Distributiono Sales
support

Formatyour
paper consistent with APA guidelines.Post your
marketing plan as an attachment.Day 7250

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