Week 1 discussion
DQ1 Product strategy, as part of the marketing mix, should
be driven by consumer needs. Consumers make purchase decisions based on
perceived benefits. Sometimes translating desired benefits to product design,
features, and overall product strategy can be challenging for marketers.
Discuss why this is the case, citing specific real-world examples of products
that have been successful and products that have been unsuccessful.
DQ2 Explore the Marketplace Live simulation. Discuss any previous
experience you have had with strategic planning. How will your experience help
you in working with your team to build a successful marketing division? What
challenges will you face? Provide specific examples of both strengths you can
offer and challenges you may face in building your microcomputer division.
Week 2 discussion
DQ1 Based on what you have learned about market research so
far, how does what you will be doing in the simulation fit into the market
research process? How will you approach market research and continuous
improvement? Consider the initial market research data you purchased, the test
market in Quarter 3, and your ongoing use of research data.
DQ2 Should there be greater government regulation with
respect to selling to vulnerable consumers? Be sure to support your discussion
question responses with evidence from the readings or additional references.
Week 3 discussion
DQ1 A number of factors contribute to the pricing strategies
for a product. Considering the workhorse segment in the simulation, what
pricing strategy would be most effective considering both the market's needs
and the product life cycle? As the product moves through the life cycle, how
should the pricing strategy change?
DQ2 Explain the reason for positioning and repositioning
products. Choose a product with which you are familiar, preferably one in your
industry, and explain how it might be repositioned. Indicate its current
position in the market, a desired position, and how you would manage the
repositioning effort.
Week 4 discussion
DQ1 How do customer relationships fit into a vision for a
given product and the overall organization? How does an organization use this
relationship to meet customer satisfaction through branding and advertising?
DQ2 Should chain stores imitate the packaging of leading
brands? (Store brands will frequently have the look of a well-known brand). Why
or why not?
Week 5 discussion
DQ1 The Marketplace Live simulation involves
business-to-business (BTB) marketing of computer products. Social media is
often considered for business-to-consumer (BTC) marketing. Does social media
marketing work in the BTB marketplace? Why, or why not? How might you use
social media marketing in the Marketplace Live simulation to build
relationships with business buyers? Provide at least two specific examples and
defend your choices.
DQ2 Social media marketing depends on involvement and
word-of-mouth. However, there are risks when using social media marketing.
Discuss the pros and cons of using social media such as LinkedIn, Facebook, and
online blogs as part of an integrated marketing communications strategy in the
Marketplace Live simulation. Define at least two advantages and two risks to
using social media to sell computers to business customers.
Week 6 discussion
DQ1 Analyzing outcomes from previous months is a helpful
step in refining projections and a process. Discuss the importance of
evaluating the competition and continually refining your position in the market
to maintain an advantage.
DQ2 What are the various types and functions of marketing
intermediaries? Which are more important for large business and why? Which are
more important for the small business and why? How could additional marketing
channel options in the simulation help you better serve your target market?
Week 7 discussion
DQ1 What global marketing challenges would you face if the
simulation were based on a real-world situation? Discuss the difference in the
experience you would have with the assumptions built into the simulation (e.g.,
no cultural barriers, language, currency, tariffs, mode of entry challenges).
DQ2 Think of two creative ideas for services to be provided
by the grocery industry. Be very specific in terms of the rationale behind your
approach, and the systematic procedures (e.g., questionnaire) you would use to
introduce your services to the market.
Week 8 discussion
DQ1 Describe your experience with the simulation. What have
you learned from this experience? How will the simulation experience prepare
you for your future in the business world? Explain.
DQ2 Assume that you are a marketing manager charged with
developing and leading a market entry into a country with a large power
distance index (PDI). What are three major concerns from a marketing viewpoint
that you would need to address? Explain.
Week 2
assignment
Marketing Article
Review
Select a marketing topic of your choice (examples include:
Global Marketing, Services, Pricing). Begin your research by using the GCU
Library or an electronic database search.
Find a scholarly, peer-reviewed journal article (published
within the last 5 years) on a topic addressed in this course that is of
interest to you.
Write an article review of 750-1,000 words that addresses
the following:
What is the thesis (main idea) of the article?
Why is (are) the author(s) writing about the topic?
What facts are presented?
How does it relate to the other readings (especially the
text) on the topic?
What are the conclusions and recommendations?
Critique the article.
Prepare this assignment according to the guidelines found in
the APA Style Guide, located in the Student Success Center. An abstract is not
required.
Refer to "Article Review Grading Criteria" for
criteria to be used in grading.
You are required to submit this assignment to Turnitin.
Refer to the directions in the Student Success Center.
Week 5
assignment
CLC - The
Marketplace: Marketing Plan and Quarter 5 Decisions
This is a Collaborative Learning Community (CLC) assignment.
Review "MKT-607 - Marketing Management: The Marketplace
Simulation" and "Advanced Strategic Marketplace PowerPoint: Quarter
5" to prepare for participating in the Marketplace Live simulation.
Continue working in your instructor-assigned CLC group and
simulation.
By the end of Topic 5, develop a Marketing Plan of
1,000-1,250 words to support an additional $5 million investment in your
start-up company. Please include a reflection analysis of performance to date.
Why are the results as they are? What areas required modifications in order to
move forward with your plan?
The marketing strategy should include the 4 Ps and have a
clear indication of future plans.
The tactical plan should be organized by quarter with the
data in the Pro-Forma for Quarters 5-8 fully explained.
Present the written plan in accordance with the outline
provided in "MKT-607 Marketing Management: The Marketplace
Simulation."
Complete Quarter 5 Decisions
Using the $5 million investment provided, your performance
will be measured based upon how well you manage the division during this second
year.
The Balanced Scorecard is the key indicator of your
performance. Spend your money wisely and maximize your performance. In this
quarter, there are two new decisions with which you are faced. First, you can
invest in research and development on new brand features. These new features are
desired by one or more customer segments and can greatly expand your market
demand. Second, you will now be able to advertise in regional media. Regional
media are more effective in reaching your target audience. They are also more
expensive, but if you have two or more sales offices in a region, they can be
very economical.
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 Turnitin.
Refer to the directions in the Student Success Center.
Week 6
assignment
Benchmark - Digital
Marketing Promotion
This part of your Marketplace Live simulation assignment is
individual. You will present the content to your team members and determine an
appropriate digital marketing plan to include in your Marketing Plan assignment.
At this point, your team has developed a Marketing Plan to
support your marketing division and justify an additional capital investment
from corporate headquarters to move forward. Digital marketing is a critical
part of marketing strategies today because of the prevalence of social media
and other web-based technologies, online media outlets, and mobile Internet and
applications.
Based on the current position of your new division in the
simulation and your goals for coming quarters analyze the market research data,
competitive data, and real-world digital marketing options to develop a
summarized digital marketing plan for your division that benefits growth and
considers competition. In 500-750 words, address the following:
Digital marketing options for your division: Discuss the
decision to shift all or a portion of your division's promotional budget in the
simulation to digital marketing. Consider factors including B2B verses B2C
considerations in digital media, target market coverage, exposure, analytics,
and costs.
Digital media impact: How would the addition of digital
media options influence your division's overall promotional plan?
Digital media types and options: Include examples of
specific social media platforms, blogs, websites, applications, etc. and
include a justification for each based on your division's goals. Use real-world
data by researching the outlets/platforms, reviewing media kits when available,
and citing available sources on exposure, targeting options, etc.
Monitor digital media: How will you monitor effectiveness
and adjust your strategy based on your division's goals?
You are required to include both academic and professional
references (e.g., data on analytics, platform use data) to justify your plan.
Submit your individual report to the assignment drop box,
and then post your report to your CLC team forum for your group to review.
Review the reports of the rest of your team and, as a group, discuss your
individual plans to create the final digital marketing section to be included
in your group's Final Report due in Topic 8.
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 Turnitin.
Refer to the directions in the Student Success Center.
Week 7
assignment
CLC – Marketplace:
Balanced Scorecard and Quarter 8 Decisions
This is a Collaborative Learning Community (CLC) assignment.
Review "MKT-607 - Marketing Management: The Marketplace
Simulation" to prepare for participating in the Marketplace Live
simulation.
Balanced Scorecard's are evaluated after Quarter 8 results
are recorded.
The simulation requires that students develop a strategic
focus based upon market research. An analysis of market research will allow
students to identify target markets, select geographic sales offices, design
brands (personal computers), and develop pricing and advertising. The
simulation is designed as a start-up company's market entry into a new market,
in this case personal computers sold on a business to business (i.e., not to
the consumer) market.
There are 8 decision periods, effectively quarterly periods
over a 2-year time frame. The first year (i.e., the first 4 quarters) is used
to assess the market, develop a strategy, and test marketing tactics. The
second year (the next 4 quarters) calls for a full market rollout.
Teams and individuals are evaluated using a "balanced
scorecard" unique to Marketplace Live but consistent with a balanced
scorecard approach used in business today.
Quarter 8 is the final set of decisions for the second year
of business. Start by taking a look at how well you did in the previous
quarter. In addition, your competition is likely to have made a number of
adjustments in their strategy as well. You should see if they have become a
stronger or lesser threat.
Submit your Balanced Scorecard and Quarter 8 Decisions.
(Note: Your Final Report to the Board will be due by the end of Topic 8.)
You are not required to submit this assignment to Turnitin.
Week 8
assignment
CLC - The
Marketplace: Final Report to the Board
This is a Collaborative Learning Community (CLC) assignment.
Your team will create the Final Report to the Board
(1,000-1,250 words), which will be a written summary of performance. The Report
to the Executive Board should include the following components:
Review your financial and market performance during the
second year.
Highlight the key features of the business plan that was
presented to the venture capitalists: Brand Strategy, Pricing Strategy,
Advertising Strategy, and Sales Channel.
Assess your business strategy and performance during the
second year.
Compare actions taken in regard to the marketing plan.
Discuss departures from the marketing plan, justification,
and outcome.
Review significant events that affected the company or
market.
Assess your current situation and the market (What are your
firm's strengths and weaknesses?)
Summarize how you have prepared your firm to compete in the
future.
What were the lessons learned and recommendations?
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 Turnitin.
Refer to the directions in the Student Success Center.