Master Writing Service: KMBA 713-1 Market Perspectives

Week 1 Collaboration

Collaboration: Service-dominant logic (one-week activity)

The dominant paradigm in marketing for the past decade has been service-dominant logic (SDL), the idea that organisations and consumers co-create value in an ongoing process with various points of interaction.
In this week’s collaboration, you will reflect on and evaluate your own experiences with the co-creation of value, for example, personalised interactions where both you and the organisation benefitted from the exchange.
To prepare for this Collaboration:

Review service-dominant logic (SDL) in your notes and readings and think about situations in which you engaged in the co-creation of value.

To complete this Collaboration:

By Saturday (Day 3)

For your Initial Response, in 300–500 words, address the following:

Use service-dominant logic (SDL) to describe a situation in which you engaged in co-creation of value. What strategies could the marketer have used to enhance this experience for you? How would these strategies have improved your experience?

Submit your Initial Response to Turnitin and to the Collaboration forum.

By Wednesday (Day 7)

Participate in the Collaboration Forum by posting 3 to 5 responses to your colleagues in which you:
Constructively critique their description of a situation in which they engaged in co-creation of value. Remember to provide a rationale for each of your comments.

Identify additional strategies the marketer could have used to enhance your colleagues’ experiences. How would these strategies have improved their experiences?

You should aim to participate with follow-on postings to your colleagues’ responses, making 3–5 significant follow-up postings. Aim to spread your total collaboration discussions across 3 separate days of each week.

Click on the Reply button below to reveal the textbox for entering your message. Then click on the Submit button to post your message.

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Week 1 Module Project: First submission: proposal

This week, you select a product or service to work on for your Module Project

To complete this Module Project submission:

By Wednesday (Day 7)

Submit a proposal of approximately 300-500 words in which you:

Identify and describe the organisation and the product or service for which you would like to develop a strategic marketing plan for your module project. Briefly explain why you are choosing to evaluate this organisation for your module project.

Submit an initial list of 2-3 resources you will be able to use for your research. These sources may be articles on the industry or the organisation, from relevant websites. The Week 3 marketplace analysis and subsequent Market Perspectives assignments must be supported by a substantial list of quality external reference sources using the online library.

This first Module Project submission is not graded, but you will receive feedback from your Instructor to help you improve your work. Please take advantage of this opportunity to learn from your Instructor’s feedback – give the assignment your full effort and ask for clarification on any feedback you do not understand.

To access the weekly submission link, click here.

In Module Home navigation menu, select Weekly Assessments in the navigation menu, then Week 1.

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Week 2 Collaboration

Market segmentation, part 1 (two-week activity)

Last week, you used service-dominant logic (SDL) to explain your experiences with the co-creation of value. This week, you begin a two-week collaboration analysing and evaluating the market segmentation practices of two very different organisations. You will begin with the Coca-Cola Company’s failed launch of its Dasani brand of bottled water in the UK. For Part 1, watch ‘Coke’s Water Bomb’ in the Learning Resources section of Week 2, paying close attention to the company’s marketing strategy.

To complete this Collaboration:

By Saturday (Day 3), submit a response of approximately 300-500 words answering the discussion questions below:

What are the important segmentation variables for the water market in the UK? Make sure to justify your selections.

What segment(s) did Coca-Cola target and why?

What mistake(s) did Coca-Cola make in the UK? Based on your understanding of the water market in the UK, why were these mistakes?

Submit your initial response to the Turnitin link provided and post to the Collaboration forum.

By Wednesday (Day 7), post 3-5 responses to your colleagues in which you:

Constructively critique their description of segmentation variables for UK bottled water and those targeted by

Coca-Cola. Remember to justify your responses.

Constructively critique their description of the mistakes made by Coca-Cola in the UK. Remember to justify your responses.

Ensure that you spread your collaboration posts across at least three separate days of each week. This will help maximise the value of your collaboration with colleagues and serve to meet the learning objectives for each activity.

Next week, you will continue this Collaboration by analysing and evaluating the marketing strategy for the University of Liverpool’s MBA programme and considering how well it has been designed to serve your own needs.

Click on the Reply button below to reveal the textbox for entering your message. Then click on the Submit button to post your message.

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Week 3 Collaboration: Market segmentation, part 2

This week, you will continue your collaboration discussion from Week 2 by considering external environmental factors.

Last week, you explored the role played by marketing research, segmentation and targeting in developing marketing strategies that effectively serve the wants and needs of the consumer.

This week, you will expand your focus to consider the adaptation of marketing strategies to external environmental factors in the markets served.

In Part 2 of the market segmentation collaboration, you will address a more personal example of how well the University of Liverpool’s marketing strategies have been designed to serve your own wants and needs.

To complete this Collaboration:

Until Monday (Day 5)

Continue to participate by engaging in a discussion with your colleagues, replying to each other’s posts.

In your discussion:

· Consider the segmentation and targeting strategies the University of Liverpool has chosen for marketing its MBA programme.

· To what extent has it needed to adapt these strategies and its offerings to the environmental factors in the markets in which it operates?

· Reflect on your own reasons for choosing to undertake your MBA at the University of Liverpool. How have the strategies and marketing practices aligned with your reasons and contributed to or detracted from value co-creation and establishing a strong ongoing relationship?

Post an additional 3-5 responses to your colleagues in which you:

Compare their analysis with yours of the effect of external environmental factors on ‘Coke’s water bomb’.

Compare their analysis with yours of the effect of external environmental factors on UoL’s MBA programme.

Expand upon their reflections on their reasons for choosing the UoL programme, the value co-creation and the relationship established with your own observations.

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Week 3 Individual Summary

For your Individual Summary, post a summary of approximately 250 words of what you have learned from this Collaboration, addressing the following questions:

What are the advantages and disadvantages of using segmentation to target offerings to specific market segments?

How does an understanding of external environmental factors contribute to more effective target market segmentation and value creation for the organisation and for their customers?

Submit your Individual Summary to Turnitin and to the Collaboration forum.

To access the Collaboration Forum, click on the "Week 3 Collaboration Forum" link.

To submit your Individual Summary to Turnitin, click on the "View/Complete" link for Week 3 Collaboration Individual Summary – Turnitin

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Week 3 Module Project: Second submission: Situation analysis

This week, you submit the situation analysis section of the module project. This week, you will submit the first part of your strategic marketing plan report.

The report should outline your analysis of the market environment and your organisation’s marketing response so far.

Specifically, describe the nature of the product (product attributes and/or services provided) and market (characteristics, needs, trends, growth).

From your analysis of the internal and external environments, prepare a SWOT analysis of the organisation's strengths and weaknesses and of the opportunities and threats in the external environment.

This must not simply be a report on what the organisation is currently doing or a restatement of the work of others. Throughout the assignment, you should focus on how the decisions you recommend will offer a competitive advantage for the firm and justify any changes you consider necessary.

You do not need to include a Cover Sheet (but do include your name at the top), Table of Contents or Executive Summary in this Week 3 assignment.

You do need to include a Reference section at the end along with in-text citations identifying all sources used to prepare your assignment, which should include a substantial listing of originally sourced material from the online library, quality websites and/or industry sources.

References:

The References should be a list of quality academic and professional articles and papers, links to websites and other sources (for example, documented interviews) which you have consulted in developing your Module Project assignment.

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Week 4: Collaboration: Customer insight, part 1 (two-week activity)

This week, you begin your second two-week collaboration in which you consider our own purchasing behaviour as consumers and compare it with the purchasing behaviour of an organisation.

What factors influence your purchasing decisions, and how would those decisions change if you were buying not just for yourselves, but for an entire organisation? By examining the purchase of a computer or mobile device, you and your colleagues will gain a better understanding of these processes and the importance of customer insight in a successful marketing strategy.

To prepare for this Collaboration:

Review both customer and business buying-decision processes in your notes and readings, paying close attention to how these processes differ from each other.

To complete this Collaboration:

By Saturday (Day 3)

For your Initial Response, in 300 to 500 words, address the following:

Consider the last time you bought a computer or mobile device for accessing the Internet. What were the major factors that influenced your behaviour as you moved through the buying-decision process? Why were these factors important to you?

Now consider how you would approach this decision if you were responsible for buying this type of equipment for an organisation for which you worked to be used by all of its employees. How would the buying process and the factors that would influence your decision be different from your own personal purchase?

Submit your Initial Response to Turnitin and to the Collaboration forum.

Until Wednesday (Day 7)

Participate by engaging in a discussion with your colleagues, replying to each other’s posts:

Constructively critique their assessment of the consumer versus the business buying process. Remember to justify your response.

Reflect upon ways in which your classmates’ posts may have reshaped your own views.

Ask clarifying questions.

To submit your initial response to Turnitin, click on the "View/Complete" link for Week 4 Collaboration Initial Response -- Turnitin.

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Week 4 Personal Development Plan: Second submission: reflection

For your second PDP Assignment, you submit a critically reflective paper that will address your perspectives on marketing based on your personal and professional experiences. Reflecting regularly on acquired knowledge is important in order to ensure you remain sharp and open to innovative ideas.

To complete this PDP:

By Wednesday (Day 7)

Submit an approximately 1,000-word narrative addressing the following: Your prior knowledge and experience with the module's key concepts and themes, including those you identified as particular areas of interest in your initial PDP submission;

Your personal perspectives and assumptions around key module topics;

How your current practice relates to key module topics;

Identifying strategies to achieve your plans;

Identifying areas for your personal development and growth.

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Week 5 Collaboration: Consumer insight, part 2 (two-week activity)

For this week’s collaboration, you will continue to explore the importance of consumer insight, understanding the purchasing decisions of both individuals and organisations.

You will once again consider your last purchase of a computer or mobile device, this time focusing solely on branding and its impact on your decision to buy. You will also have the opportunity to reflect on the influence of new technologies on brand equity. Finally, you will submit a summary of the entire two-week collaboration.

To prepare for this Collaboration:

Review your notes and readings on branding, positioning and building brand equity.

Review your responses from Part 1 of the collaboration.

To complete this Collaboration:

Until Monday (Day 5)

Continue to participate by engaging in a discussion with your colleagues, replying to each other’s posts.

In your discussion:

Consider the role that branding played in your last purchase of a computer or mobile device for accessing the Internet. How was brand image of alternative choices a positive or negative factor in your influencing your decision?

Now consider the role that branding would play in an organisational buying decision for the same type of equipment and how it would be similar to or different from the influence it has on a consumer's purchasing behaviour.

Post an additional 3-5 responses to your colleagues in which you:

Compare and contrast the results of their analysis with yours.

Reflect on how technology has offered new capabilities for building (or destroying) brand equity, including social media and online brand communities.

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KMBA 713-1 Market Perspectives

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