Bus4000 Essentials Of Marketing

BUS4000 Essentials of Marketing PREREQUISITES: COURSE DESCRIPTION: This course explores the latest thinking in areas of relationship marketing, communication technologies, value-delivery networks, global marketing, marketing ethics, and environmentalism. The marketing process is explored and this course shows ways to improve sales and develop new markets for products and services.

NUMBER OF ACTIVITIES: 10 LEARNING OUTCOMES: 1.0 - Explain different methods of marketing in society and business. 2.0 - Discuss ethical responsibilities in marketing. 3.0 - Examine internal and external factors that influence business decisions. 4.0 - Describe branding and its implications in the business world. 5.0 - Compare and contrast major marketing techniques and their role in the success of a business. 6.0 - Define E-Business and Electronic Platforms and their use in marketing. 7.0 - Compare and contrast social responsibility in marketing. 8.0 - Explain the importance of understanding cultural traditions when marketing on a global scale. 9.0 - Investigate current and future trends in marketing.

COURSE CONCEPTS: 1. Methods of marketing in society and business 2. Ethical responsibilities in marketing 3. Branding in the business world 4. Major marketing techniques 5. E-Business and Electronic Platforms 6. Social responsibility in marketing 7. Marketing channels 8. Current and future trends in marketing

PRIMARY RESOURCES: These resources are required to complete the course. Please make sure that you purchase the primary textbook(s) that match the syllabus you are issued. Please let your assigned Mentor know through the NCU messaging system what text(s) you have purchased. NCU cannot be responsible for Learner purchase of books that do not match assigned syllabi. Book Armstrong, G., & Kotler, P. (2009) Marketing: An introduction. Upper Saddle River, N.J.:

Pearson Prentice Hall. ISBN: 9780136021131 You may purchase books at EdMap.

ADDITIONAL RESOURCES: These resources must be used to complete the assignments. Website Honest Beverages www.honesttea.com Website (2004-2008) M-Factor, Inc. http://www.m-factor.com/downloads/#white-papers

MENTOR RESOURCES There are no Mentor Resources for this course.

SUPPLEMENTAL REFERENCES & READINGS: These resources are not required, but may provide assistance in completing your work for this course. Please copy and paste any web links listed below into your browser to view the websites. NCU Library Guide http://learners.ncu.edu/library/research_help/guide.aspx?guide_id=583

GENERAL INFORMATION: COURSE PARTICIPATION: Learners are ultimately responsible for participating in a course through the following academic activities: uploading assignments, posting to discussion folders and responding to Mentor and Academic Advisor inquiries. Learners are expected to be involved in ongoing instructional activities based on the recommended schedule for course completion as detailed in the syllabus. In order to actively participate in a course, Learners must make contact with their faculty Mentor on a regular basis through one of the following methods: •

Posting of an assignment (e.g., a paper or project) in the Course Work area of the course web site.

•

Posting of an assignment to share with the faculty Mentor and other Learners in the course web site (e.g., a review of a book or article, a proposal for a research study, a presentation in the form of a PowerPoint presentation file, reporting on participation in a research study).

•

Participation in a threaded discussion in the course web site (e.g., commenting on a discussion question posted by the faculty Mentor, providing feedback to another Learner).

•

Viewing instructional materials (e.g., a PowerPoint presentation prepared by the faculty Mentor, a streaming audio or video presentation).

Learners must use the NCU messaging system on the course web site to contact faculty Mentors. Learners who are unable to regularly participate in their course should contact their faculty Mentor.

PRELIMINARIES/PRE-COURSE SURVEY: Review the Learner Area web site http://learners.ncu.edu. Access and review the Course Catalog, which contains all relevant policies and procedures applicable to Learners, and complete the Pre-Course Survey. Please read the entire course syllabus before beginning course work. The survey goes directly to the Mentor and gives the Mentor information about new Learners entering the course. ASSIGNMENT SUBMISSIONS: When you "create" new assignments, use headers and footers to indicate your name, course, assignment number. For instructions about creating headers and footers, go to the Help file for the word processing program you use. Name the file using this format: DoeJXXX0000-1. The "1" stands for the assignment number. Save the file in RTF (Rich Text Format). Open the Learner Area, click on the course code. Find the Course Work area. Read the Help file by clicking on the "?". When ready, click on the "+" and select your assignment file by browsing. Your file will be uploaded to the server. Your Mentor will receive a message that homework has arrived. When the Mentor grades your work, the Mentor will upload the graded assignment and you will receive a message that course work has arrived. You may then view your graded assignment in the Assignment area. If you have questions, please contact your Learner Advisor at 1-888-327-2877 . Bulk assignments are not acceptable. Assignment Cover Sheets are required for all assignments that you upload into the Assignment area. The NCU Assignment cover sheet can be found under University Documents from your Learner site. It is suggested that you download and save a copy of this cover sheet. Learners may submit assignments early, but may not submit the next assignment until they have received a grade on the previous one. Assignments must not be submitted together. Submitting assignments in the order assigned will insure that you are progressing according to academic standards and following the design of the course. ACADEMIC INTEGRITY: All work submitted in each course must be the Learner’s own. This includes all assignments, exams, term papers, and other projects required by the Faculty Mentor. The submission of another person’s work represented as that of the Learner’s without properly citing the source of the work will be considered plagiarism and will result in an unsatisfactory grade for the work submitted or for the entire course, and may result in academic dismissal. To avoid plagiarism, do not "copy and paste" into any assignments without using quotations marks and citing in APA format the source of the material. Your work may be submitted to TurnItIn.com for originality evaluation. SUBMITTAL TURN-AROUND SCHEDULE: Course Length 4 weeks 8 weeks 12 weeks

Time Allotted for Mentors to Return Assignments 2 calendar days 3 calendar days 5 calendar days

Note: Courses in dissertation sequence excluding CMP courses range from 5-14 calendar days; see syllabus for details.

CONTACT INFORMATION: Please contact your Mentor through the university message system found on your Learner site, rather than by personal email.

INTRODUCTION ACTIVITY: Your first assignment in each course is to send a message to your Mentor via the NCU messaging system introducing yourself. Include your name, educational background and at least one expectation you have for this course. You may add other information that will provide insight into your professional and educational goals. PERFORMANCE REQUIREMENTS / COURSE GRADE: Your grade for this course will be based on mastery of course concepts as demonstrated by successfully completing the performance requirements. Following directions in the syllabus provides the best avenue for success. Read directions very carefully and follow all suggestions and requirements. COURSE LEARNING ASSESSMENT: Learners are expected to complete all performance requirements for the course and to demonstrate mastery of the course concepts and course learning outcomes. This may require Learners to use library resources and to document research with citations, bibliographies, and references as applicable in completing their coursework. Mastery of course concepts may require demonstration of critical thinking and communication skills by a combination of term papers, self-assessments, quantitative reasoning, interviews, and observations, written assignments or other activities. NCU LIBRARY: The NCU Library website provides access to academic databases, electronic books, dissertations, reference materials, a host of web pages supporting coursework, and much more. In addition, you can obtain library research assistance as well as request articles and books through the NCU Interlibrary Loan (ILL). Accessing the NCU Library is simple, just browse to your Learners page (http://learners.ncu.edu) and click on NCU Library or any of the other library quick links appearing under the NCU Library heading. RECOMMENDED SCHEDULE FOR COURSE COMPLETION: Following directions in the syllabus, provides the best avenue for success. Read directions very carefully and follow all suggestions and requirements. Learners may submit assignments early, but may not submit the next assignment until they have received a grade on the previous one. Assignments must not be submitted together. Submitting assignments in the order assigned will insure that you are progressing according to academic standards and following the design of the course. GRADING SCALE: If a letter grade is awarded for an NCU course, the following chart shows the percentages of points awarded to the letter grade for Undergraduate and Graduate grades. Undergraduate Scoring

Graduate Scoring

Numerical Points

Letter Grade

Numerical Points

Letter Grade

100-94

A

100-94

A

93-90

A-

93-90

A-

89-87

B+

89-87

B+

86-83

B

86-83

B

82-80

B-

82-80

B-

79-77

C+

79-77

C+

76-73

C

76-73

C

72-70

C-

72-0

F

69-67

D+

If a course is graded using the Satisfactory/Unsatisfactory method, specific instructions will be given in the syllabus indicating how S/U grades are assigned. NCU Grading Rubric Grading based on 100 Total Points per Course is determined using the percentages listed in the following rubric. This percentage is determined by dividing the total number of points possible for an activity by the actual points earned, with the resulting percentage determining the letter grade for the activity or course according to the NCU Grading Rubric. 70% of each grade represents Learner’s content understanding, and 30% of each grade represents Learner’s ability to convey such understanding in academic format 70% of grade - Content Discussion Activities

Coursework Activities

30% of grade - Presentation Style and Conventions

Includes evaluation of Focus, Includes evaluation of Focus, Includes evaluation of Style and Development, and Organization – Development, and Organization – See Conventions – See NCU Writing See NCU Writing Terms* for more NCU Writing Terms* for more Terms* for more information information information. Learner demonstrates a wellLearner demonstrates a wellLearner demonstrates exemplary developed focus, thorough points of developed focus, thorough points of accomplishment of task. development, and a logical pattern of development, and a logical pattern or organization of ideas and concepts. organization of discussion ideas and • Consistently appropriate and The original posting covers the topic concepts required in assigned activity. precise language for the thoroughly, demonstrates substantial assignment reflection and/or self assessment, • Substantially achieved stated • Consistently clear divisions exhibits a broad integration of learning outcome(s) between the writer’s voice and Excellent readings, and reveals conceptual • Substantially integrated key the sources used to support knowledge and skills. concepts and terms from course claims 100%materials • Consistent and clear use of • Substantially evaluated, 94% standard American English in concluded, and applied concepts grammar and punctuation learned-demonstrated learning • Consistent use of APA formatting through use of examples and/or illustrations • Supported insights and assertions through research and use of additional outside academic resources Learner demonstrates a clear focus, Learner demonstrates a clear focus, Learner demonstrates above average Above Average substantive points of development, substantive points of development, accomplishment of the task. and a logical pattern of organization and a logical pattern of organization • Appropriate and precise 93%-87% of discussion ideas and concepts. The of ideas and concepts required in original posting covers the topic in assigned activity. language with occasional lapses some detail, demonstrates reflection • Mostly clear divisions between and/or self assessment, exhibits • Above-average achievement of the writer’s voice and the sources integration of readings, and reveals stated learning outcome(s) used to support claims adequate conceptual knowledge. • Above-average integration of key • Somewhat consistent use of concepts and terms from course standard American English in materials grammar and punctuation

•

Above-average evaluation, • Somewhat consistent use of APA conclusion, and application of formatting concepts learned-demonstrated learning through use of examples and/or illustrations • Above-average support of insights and assertions through research and use of outside academic resources Learner demonstrates noticeable Learner demonstrates a noticeable Learner demonstrates adequate focus, adequate points of focus, adequate points of accomplishment of task. development, and a noticeable development, and a noticeable pattern of organization of discussion pattern of organization of ideas and • Somewhat precise language ideas and concepts. The original concepts required in assigned activity. • Irregular divisions between the posting partially covers the topic, writer’s voice and the sources Adequate demonstrates some reflection and/or • Adequately achieved learning used to support claims self-assessment, exhibits a sporadic outcomes • Lapses in use of standard integration of readings, and reveals • Partially integrated key concepts 86%-80% American English in grammar incomplete conceptual knowledge and terms from course materials and punctuation and skills. • Analyzed and applied concepts • Lapses in use of APA formatting learned-limited use of examples and illustrations • Limited use of outside references or use of non-academic resources Learner demonstrates some focus, Learner demonstrates some focus, Learner demonstrates incomplete irregular points of development, and irregular points of development, and attempt to address the task. lapses in the pattern of organization lapses in the pattern of organization of discussion ideas and concepts. The of ideas and concepts required in • Frequent lapses in concrete original posting is unrelated to the assigned activity. language, assigned topic, demonstrates little to • Consistent irregularity in Needs no reflection or self-assessment, • Minimal to no learning outcomes divisions between the writer’s Improvement exhibits little to no integration of achieved voice and the sources used to readings, and reveals deficient • Key concepts and terms from support claims course materials lacking or • Consistent lapses in use of 79%-70% conceptual knowledge and skills. omitted standard American English in • Does not describe and/or grammar and punctuation summarize course materials • Consistent lapses in use of APA • No references or inclusion of formatting additional outside academic sources Learner demonstrates no clear focus, Learner demonstrates no clear focus, Learner demonstrates incomplete no clear development, and no clear no clear development, and no clear attempt to address the task. organizational pattern of discussion organizational pattern of ideas and ideas and concepts. Learner fails to concepts required in assigned activity. • Consistent lapses in concrete language; regular use of slang, Not acceptable post or original posting demonstrates Learner fails to submit or submission no reflection or self-assessment, did fails to demonstrate learning etc. not exhibit integration of reading, is outcome(s). • Little to no division between the 69% or deficient in conceptual knowledge writer’s voice and the sources and/or skills. used to support claims below • Failure to use standard American English in grammar and punctuation • Failure to use APA formatting

Exceptions to the Rubric Activities that do not require a written response will be evaluated without use of the rubric. Certain

courses/activities do not warrant a written product. Examples include math courses involving solving equations or courses that contain multiple choice exams. In these cases, the writing portion of the rubric does not apply. Scoring for these courses will be based on how many items were answered correctly out of the total number of items possible. RECEIVING YOUR FINAL GRADE: The final grade should be posted by your Mentor within one week following the course end date. The registrar will send you an e-mail notifying you of your grade and the grade will also appear on your Learner site, under the COURSE REVIEW section. POST COURSE SURVEY: Complete the Post Course Survey after you finish your final assignment. The Post Course Survey goes directly to the University and provides information used in both course and Mentor evaluation and assessment. The Post Course Survey is located in the Course Review section of the Learner Website THE RESPONSES ARE ANONYMOUS.

COURSE SPECIFIC INFORMATION: INSTRUCTIONS FOR RESPONDING TO ACTIVITIES: For syllabi with an Effective/Approved Date of 1/1/2007 or later, the following instructions are to be used to respond to Discussion and Course Work Activities. To respond to each activity in a course with a syllabus dated 1/1/2007 or later, go to your course page and click the Activities Tab. For Discussion responses: 1. Click on the corresponding Activity. 2. Enter your discussion response under Add a New Entry Message. Do not load a file in response to a discussion, unless it is a supporting resource for your discussion comments that you would like all participants to view. 3. Click Add New Discussion Entry. This will send an alert to your Mentor that your discussion response is complete. 4. If you want to make a private comment or load a file for your Mentor, please do so at the bottom of the Activity screen in the Course Work posting area. For Course Work responses: 1. Click on the corresponding Activity. 2. Go to the bottom of the Activity screen to Course Work posting area, click the + sign.

3. Type in the Assignment name. 4. Browse for and load your file. 5. Enter any appropriate comments, click the Academic Integrity Agreement, and then click Send. For courses with a syllabus Effective/Approved Date prior to 1/1/2007, you will respond to Discussion Activities in the Course Discussion Forum. If you want to send comments or supporting files to your Mentor, do so on the Activities Tab, click on the appropriate discussion Activity, and enter your comments and/or load you file at the bottom in the Course Work area. The Effective/Approved Date for every NCU syllabus appears at the bottom of all web based syllabi, which you can see by clicking on “Display Syllabus on the Screen” on your Learner Course page. If you do not have an Activity listed below to provide an introduction in a discussion format, your first assignment is to send a message to your Mentor via the NCU messaging system introducing yourself. Include your name, educational background and at least one expectation you have for this course. You may add other information that will provide insight into your professional and educational goals. This activity is not graded but provides valuable information to your Mentor regarding your participation in the course. Please limit your response to 300 characters or less.

Overview Section 1: Customer Relationships Activity 1: Paper 1 - Marketing Management Process 10 Points Section 2: Environment and Behaviors Activity 2: Paper 2 - Ethics in Marketing 10 Points Section 3: Branding and Pricing Activity 3: Discussion - Social Marketing 5 Points Section 4: Retail Communication Activity 4: Paper 3 - Build a Marketing Mix Campaign 15 Points Section 5: The Digital Age Activity 5: Paper 4 - E-Business and Electronic Platforms 10 Points Section 6: Ethics and Social Responsibility in Marketing Activity 6: Paper 5 - Responsible Social Marketers 10 Points Section 7: International Marketing Activity 7: Paper 6 - Global Awareness 10 Points Section 8: Marketing Project: Current and Future Trends Activity 8: Paper 7 - Current and Future Trends in Marketing 10 Points Section 9: Signature Assignment and Reflective Summary Activity 9: Signature Assignment 15 Points Activity 10: Reflective Essay 5 Points Section 1: Customer Relationships Marketing strategies have emerged to indicate that customer value and satisfaction are connected more selectively, more directly, and for life. The interrelatedness of key marketing concepts

demonstrate new thinking for the new connected millennium; relationship marketing, delivering superior customer value, satisfaction, quality, and connecting technologies for customer information. Course Resources The Resources area for this course contains a variety of reference materials that may help you to complete the course Activities. It is suggested that you become familiar with these resources before you begin the Activities. NCU Library

References used for research need to be peer reviewed/scholarly journals which can be found by searching the NCU Library databases. These journals typically have the following characteristics: - Articles are reviewed by a panel of experts before they are accepted for publication. - Articles are written by a scholar or specialist in the field. - Articles report on original research or experimentation. - Articles are often published by professional associations. - Articles utilize terminology associated with the discipline. NCU Writing Center

NCU values your progress and success as a scholarly writer. Please access the NCU Writing Center from your Learner home page to see a wide variety of writing tips and examples to help you as you compose written submissions for this and other NCU courses. -Coursework;

 -Discussion

Required Reading: Marketing: Chapters 1, 2

Activity 1: Paper 1 - Marketing Management Process 10 Points Marketing Management Process In a 1000-1800 word paper, explain the marketing management process: analysis, planning, implementation, and control. Discuss whether a company that "does things right" is more or less likely to succeed than a company that "does the right things." Provide examples in your response. Organize your paper with an opening paragraph, supporting information, and closing paragraph format. Use APA formatting with proper APA in-text citations. Create a reference page including your text book and outside resources. Use your word processing editor to check spelling and grammar. Your paper must be submitted with the NCU cover sheet followed by an APA-formatted coversheet. Your writing should demonstrate thoughtful consideration of the ideas and concepts that are

presented in the course and provide new thoughts and insights relating directly to this topic. Responses should reflect scholarly-level writing standards and have no spelling, grammar, or syntax errors. Submit your paper in the Course Work area of the Activity screen. Learning Outcomes: (1, 2, 4)

Activity Outcomes •

Explain different methods of marketing in society and business.

•

Discuss ethical responsibilities in marketing.

•

Describe branding and its implications in the business world.

Section 2: Environment and Behaviors Recent technological advances have created an Internet age which is having a dramatic impact on both buyers and the marketers who serve them. Major forces are shaping the Internet age; ecommerce and e-marketing developments, and strategies and tactics for setting up a successful ecommerce presence are shaping a new environment and behaviors. Required Reading: Marketing: Chapters 3, 6

Activity 2:

Paper 2 - Ethics in Marketing

10 Points

Ethics in Marketing In a 1000-1800 word paper, discuss whether it is ethical for marketers to create opinion leaders by paying them to act as impartial consumers. How might doing so impact the relationships a company builds with its customers? Organize your paper with an opening paragraph, supporting information, and closing paragraph. Use APA formatting with proper APA in-text citations. Create a reference page including your textbook and outside resources. Use your word processing editor to check spelling and grammar. Your paper must be submitted with the NCU cover sheet, followed by an APA-formatted coversheet. Your writing should demonstrate thoughtful consideration of the ideas and concepts that are presented in the course and provide new thoughts and insights relating directly to this topic. Responses should reflect scholarly-level writing standards and have no spelling, grammar, or syntax errors. Submit your paper in the Course Work area of the Activity screen. Learning Outcomes: (1, 2, 5)

Activity Outcomes •

Explain different methods of marketing in society and business.

•

Discuss ethical responsibilities in marketing.

•

Compare and contrast major marketing techniques and their role in the success of a business.

Section 3: Branding and Pricing

The five drivers of branding create brand insistence; emotional connection, value, accessibility, awareness, and relevant differentiation. Pricing is often the enemy of differentiation. When the price becomes the focus of a message, the price becomes the main consideration. Required Reading: Marketing: Chapters 7, 10

Activity 3:

Discussion - Social Marketing

5 Points

Social Marketing During the last decade several airline carriers, such as Jet Blue Airways and Southwest Airlines, have emerged and successfully carved a niche for themselves in the airline industry. The airlines considered several factors affecting pricing decisions when setting their prices. Discuss both the internal and external factors that might have influenced their marketing decisions. Your posting should be approximately 100-250 words, demonstrate critical thinking, and exhibit your grasp of course concepts. Post your discussion text in the Discussion area of the Activity screen. Learning Outcomes: (3) Activity Outcomes •

Examine internal and external factors that influence business decisions.

Section 4: Retail Communication Retail communications are a critical component of the overall marketing communications program. The constraints of regulations dictate that you use high-level creativity and careful scrutiny of the spoken and written word. Branding and ancillary business communication activities play a role in the success or failure of your marketing and communication strategy. The communication should reflect the mission, focus, concept, and image of the community. Required Reading: Marketing: Chapters 11, 12, 13 http://www.m-factor.com/downloads/#white-papers Request the White paper, Marketing Mix 101

Activity 4: Paper 3 - Build a Marketing Mix Campaign 15 Points Building a Marketing Mix Campaign After completing the assigned readings and reviewing the Marketing Mix 101 White paper, create a marketing communications campaign for a set of outdoor/patio furniture designed by a celebrity artist. Step 1 - Give your campaign a name or tag phrase such as “Reach for the Breezes” or “Enjoy Summer’s Beauty.” Explain why you chose the name and how it reflects and enhances the marketability of the product and how it relates to the celebrity.

Step 2 - Briefly describe what each part of the mix does or will do, i.e. public relations, promotion, advertising. Step 3 - Identify what percentage of your campaign will be used for public relations, promotion and advertising/ What kind of media will you use - newspaper ad, radio commercial, TV commercial, mailer, handout flyer, or company website? Defend your choices. Your campaign paper should be 1000-1800 words in length and organized with an introductory sentence describing your product. Your paper must be submitted with the NCU cover sheet followed by an APA-formatted coversheet. Check spelling and grammar using your word processing editor. Cite resources in APA format if applicable. Your writing should demonstrate thoughtful consideration of the ideas and concepts that are presented in the course and provide new thoughts and insights relating directly to this topic. Responses should reflect scholarly-level writing standards and have no spelling, grammar, or syntax errors. Submit your paper in the Course Work area of the Activity screen. Learning Outcomes: (1, 4, 8) Activity Outcomes •

Explain different methods of marketing in society and business.

•

Describe branding and its implications in the business world.

•

Explain the importance of understanding cultural traditions when marketing on a global scale.

Section 5: The Digital Age To disperse essential information regarding the products, digital marketing encompasses channels used to include the Internet and telecommunication services. Required Reading: Marketing: Chapter 14

Activity 5: Paper 4 - E-Business and Electronic Platforms 10 Points E-Business and Electronic Platforms In a 1000-1800 word paper, demonstrate how E-business involves the use of electronic platforms to conduct a company’s business. Explain each of the platforms and how they affect a company’s business. Explain the benefits to both buyers and sellers. Provide examples in your response. Organize your paper with an opening paragraph, supporting information, and closing paragraph format. Use APA formatting with proper APA in-text citations. Create a reference page including your textbook and outside resources. Use your word processing editor to check spelling and grammar. Your paper must be submitted with the NCU cover sheet, followed by an APA-formatted coversheet.

Your writing should demonstrate thoughtful consideration of the ideas and concepts that are presented in the course and provide new thoughts and insights relating directly to this topic. Responses should reflect scholarly-level writing standards and have no spelling, grammar, or syntax errors. Submit your paper in the Course Work area of the Activity screen. Learning Outcomes: (1, 4, 5, 6)

Activity Outcomes •

Explain different methods of marketing in society and business.

•

Describe branding and its implications in the business world.

•

Compare and contrast major marketing techniques and their role in the success of a business.

•

Define E-Business and Electronic Platforms and their use in marketing.

Section 6: Ethics and Social Responsibility in Marketing The ethical behavior of marketing has considerable consequence as to how the organization is perceived as a good or bad citizen. Understanding the linkage between ethics, social responsibility, decision-making, strategy, business, and marketing is necessary to balance the needs of doing business, their customers and themselves. Required Reading: Marketing: Chapters 16 http://www.honesttea.com

Activity 6: Points

Paper 5 - Responsible Social Marketers

10

Responsible Social Marketers The Honest Tea Company is an example of a responsible social marketer. Honest Tea has a unique background and marketing program. For example, it purchases its peppermint tealeaves from an American Indian grower. Conduct research on the Internet using such search engines as Yahoo, Google or others, and analyze the attributes or activities of the Honest Tea Company and predict which attributes and/or activities would help their advertising agency produce publicity or promotions that illustrate their social responsibility and marketing. Explain why you predicted these attributes and activities would be successful. Your 1000-1800 word paper should be organized with an introductory sentence describing what you are researching. Your paper must be submitted with the NCU cover sheet followed by an APA-formatted coversheet. Check spelling and grammar using your word processing editor. Cite resources in APA format as applicable. Your writing should demonstrate thoughtful consideration of the ideas and concepts that are

presented in the course and provide new thoughts and insights relating directly to this topic. Responses should reflect scholarly-level writing standards and have no spelling, grammar, or syntax errors. Submit your paper in the Course Work area of the Activity screen. Learning Outcomes: (1, 2, 3, 4, 5, 6, 7) Activity Outcomes •

Explain different methods of marketing in society and business.

•

Discuss ethical responsibilities in marketing.

•

Examine internal and external factors that influence business decisions.

•

Describe branding and its implications in the business world.

•

Compare and contrast major marketing techniques and their role in the success of a business.

•

Define E-Business and Electronic Platforms and their use in marketing.

•

Compare and contrast social responsibility in marketing.

Section 7: International Marketing International marketing involves the organization making one or more marketing decisions across national boundaries. Global marketing refers to marketing activities coordinated and integrated across multiple country markets. International marketing is simply the application of marketing principles to more than one country. Required Reading: Marketing: Chapter 15

Activity 7:

Paper 6 - Global Awareness

10 Points

Global Awareness Write a 1000-1800 word paper explaining how companies need to understand cultural traditions in order to avoid embarrassing mistakes in marketing. Give an example of a situation that could have been avoided with a greater understanding of global diversity. Your paper must be submitted with the NCU cover sheet, followed by an APA-formatted coversheet. Check spelling and grammar using your word processing editor. Be sure to cite references in proper APA format. Your writing should demonstrate thoughtful consideration of the ideas and concepts that are presented in the course and provide new thoughts and insights relating directly to this topic. Responses should reflect scholarly-level writing standards and have no spelling, grammar, or syntax errors.

Submit your paper in the Course Work area of the Activity screen. Learning Outcomes: (1, 5, 8) Activity Outcomes •

Explain different methods of marketing in society and business.

•

Compare and contrast major marketing techniques and their role in the success of a business.

•

Explain the importance of understanding cultural traditions when marketing on a global scale.

Section 8: Marketing Project: Current and Future Trends The goal of marketing is to create customer satisfaction profitably by building value-laden relationships. To thrive in this new Internet age, marketers must rethink their strategies and practices. The intent of marketing is to create exciting new strategies and tactics that firms are applying in order to prosper in today’s high-tech environment, and set up a successful ecommerce presence in the market. Required Reading: Review Marketing: Chapters 3 - 16

Activity 8: Paper 7 - Current and Future Trends in Marketing 10 Points Current and Future Trends in Marketing Put yourself in the place of a marketing manager to make real marketing decisions. Select a real-life situation of a business that needs to rethink their marketing strategies and practices. In a 1000-1800 word initial proposal, map a proposed marketing application for the business situation. Your paper must be submitted with the NCU cover sheet, followed by an APA-formatted coversheet. Check spelling and grammar using your word processing editor. Be sure to cite references in proper APA format. Your writing should demonstrate thoughtful consideration of the ideas and concepts that are presented in the course and provide new thoughts and insights relating directly to this topic. Responses should reflect scholarly-level writing standards and have no spelling, grammar, or syntax errors. Submit your paper in the Course Work area of the Activity screen. Learning Outcomes: (1, 5, 9)

Activity Outcomes •

Explain different methods of marketing in society and business.

•

Compare and contrast major marketing techniques and their role in the success of a business.

•

Investigate current and future trends in marketing.

Section 9: Signature Assignment and Reflective Summary The Signature Assignment and reflective essay should show how you: (a) demonstrate mastery of the course material, and (b) apply this knowledge to the real world. Required Reading: None

Activity 9:

Signature Assignment

15 Points

Signature Assignment Imagine that you are a business consultant in charge of marketing a topic of your choice. Create a PowerPoint presentation for a group of business people who want to know more about your topic. Provide a background, the implications to business, and the current and future trends as they relate to your topic. The required length for this assignment is 8-10 slides (with a separate reference slide). Your presentation MUST include notes that contain 50-100 words per slide (this is your script). Be sure to include citations for quotations and paraphrases with references in APA format and style. Save the file as a PPT file with the correct course code information in the name. Upload the completed assignment in the Course work area of the Activity. Learning Outcomes: (1, 2, 3, 4, 5, 6, 7, 8, 9) Activity Outcomes •

Explain different methods of marketing in society and business.

•

Discuss ethical responsibilities in marketing.

•

Examine internal and external factors that influence business decisions.

•

Describe branding and its implications in the business world.

•

Compare and contrast major marketing techniques and their role in the success of a business.

•

Define E-Business and Electronic Platforms and their use in marketing.

•

Compare and contrast social responsibility in marketing.

•

Explain the importance of understanding cultural traditions when marketing on a global scale.

•

Investigate current and future trends in marketing.

Activity 10:

Reflective Essay

5 Points

Reflective Essay Write a reflective essay that explains how this course has changed and expanded your thinking in

a professional and academic sense. Share the concepts and issues that were of greatest interest to you and why. How do you plan to apply this new knowledge in your life or profession? Length: 350-700 words Your essay should demonstrate your ability to think critically using the terminology, concepts, and relationships presented in the course material, and should be supported by documentation from the text and other resource materials following APA style and format guidelines. Submit the completed assignment in the Course Work area of the Activity screen. Learning Outcomes: (1, 2, 3, 4, 5, 6, 7, 8, 9) Activity Outcomes •

Explain different methods of marketing in society and business.

•

Discuss ethical responsibilities in marketing.

•

Examine internal and external factors that influence business decisions.

•

Describe branding and its implications in the business world.

•

Compare and contrast major marketing techniques and their role in the success of a business.

•

Define E-Business and Electronic Platforms and their use in marketing.

•

Compare and contrast social responsibility in marketing.

•

Explain the importance of understanding cultural traditions when marketing on a global scale.

•

Investigate current and future trends in marketing.

Effective Date: 7/8/2009 Copyright (C) 2009 Northcentral University