Master Writing Service: KMGT 711 Strategic Marketing Management

Week 1 Assessments

By Day 1 (Thursday), submit the Academic Integrity Declaration.

By Day 1 (Thursday), submit your Personal Introduction to the Collaboration Forum.

By Day 3 (Saturday), post your Collaboration Initial Response to the Collaboration Forum.

Until Day 7 (Wednesday), respond to your colleagues in the Collaboration Forum.

By Day 7 (Wednesday), submit your Key Concept Exercise to Turnitin.

Key Concept Exercise: Marketing relationships and practices

The question 'Are you a consumer?' can be answered in a multitude of ways.

As a consumer, you make hundreds of decisions every day. What should you eat? What could you wear? What are you going to do tonight? The choices you make, i.e. your resulting consumer behaviours, move forward the economies of the cities, regions, and countries in which you live. Not only does your resulting behaviour move economies, but it also results in an ongoing relationship with a particular product, brand or organisation.

How do marketers strategically develop marketing practices to build, manage and sustain relationships, while continually growing competitive advantage for their organisations?

To prepare for this Key Concept Exercise:

Read the Required Learning Resources for Week 1. Focus on the readings related to marketing concepts and relationships in marketing.

Think of an example where you have had a need, want or demand satisfied through a transaction or relationship, either in a B2C or B2B market.

To complete this Key Concept Exercise:

By Day 7 (Wednesday)

In an approximately 500-word response, complete the following:

Critically analyse the relationship between consumer behaviours and strategic marketing practices. In your analysis, include your example transaction or relationship and how it relates to what you have read about strategic marketing.

In formulating your Key Concept Exercise, consider the following questions:

How have the nature, purpose and role of marketing evolved over time?

How have organisational market orientations shaped and/or been influenced by consumer behaviours?

What role does relationship management play in the development of marketing practices today? What contributes to the strategic nature of those practices?

Be sure to read over your Key Concept Exercise before submitting it to your Instructor. Make sure the spelling and grammar are correct and the language, citing and referencing you use when providing your opinion are appropriate for academic writing.

This assignment 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.

By Day 7 (Wednesday), submit your Key Concept Exercise.

To submit your Key Concept Exercise to Turnitin, click the "View/Complete" link for Week 1 Key Concept Exercise -- Turnitin.

Collaboration: Introductions

Engaging with your classmates is an integral feature of your online studies, and crucial to building your online community. In this collaborative exercise, you'll begin to set the foundations for this.

This week’s Collaborative activity will enable you to get to know your colleagues, share your personal and professional goals and discuss how joining the Master of Science in Marketing programme at the University of Liverpool will enable you to achieve your goals.

One of the benefits of a fully online programme is that it can enable you to participate in a global, online community of learners. Your new colleagues are likely to have very similar professional goals and interests to your own, but will bring very different perspectives and ideas to the conversation about how best to achieve those goals. They may also share many of your concerns about how to succeed as an online master’s student, so that together you can work to overcome challenges you may face.

This is a purely introductory activity and will not be graded using the same criteria as later Collaboration activities; nevertheless, strive to meet the normal expectations for participation as this will help you establish a pattern of success for later weeks.

To prepare for this Collaboration:

View the videos welcoming you to the University of Liverpool and this module, and review the Web site of the University of Liverpool Management School (ULMS).

Reflect on the values and mission of the University and ULMS and how they align with your own professional goals and values; on the value of participating in a global, online learning community; and on concerns you may have about succeeding as an online master’s student.

To complete this Collaboration:

By Day 3 (Saturday)

Complete the following:

In the Week 1 Collaboration forum, introduce yourself to your classmates by creating a text, audio or video posting. (For instructions on using audio or video, refer to the Student Guide for Integrating Media in the Classroom, located in the Learning Resources.)

Include a brief statement of your personal and professional background and goals, how your goals align with the values and mission of the programme and the Management School, and how being a student on this programme will enable you to achieve your goals.

Document

Student Guide for Integrating Media in the Classroom (PDF)

By Day 7 (Wednesday)

Post 3-5 responses to your fellow students by:

Asking insightful questions about your colleagues’ career goals

Sharing your thoughts about the value of participating in a global, online learning community and how you might go about this

Sharing any concerns you have about becoming a successful online master’s student, and discussing how you can work together to overcome obstacles

Offering contributions based upon your prior experience

Extending the discussion into new but relevant areas

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.

To access the Collaboration Forum, click on the "Week 1 Collaboration Forum" link

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Week 2 Assessments

By Day 3 (Saturday), submit your Week 1 Key Concept Exercise to the Collaboration Forum.

Until Day 7 (Wednesday), respond to your colleagues in the Collaboration Forum.

By Day 7 (Wednesday), submit your Individual Assignment to Turnitin.

Collaboration: Shift in marketing

Undoubtedly, marketing and the responsibilities of marketing professionals have extended to include more strategic dimensions as markets and consumer behaviours have shifted over time.

Current organisations follow a holistic marketing concept which entails a combination of relationship marketing, internal marketing, integrated marketing and socially responsive marketing. The holistic marketing concept is a complex activity which assumes that everything matters in marketing.

As marketing philosophies continue to evolve, they have begun to include production, product, and selling concepts in addition to marketing concepts.

To prepare for this Collaboration:

Review the Required Learning Resources for Week 1 and your Key Concept Exercise from Week 1.

Consider your growing knowledge of marketing concepts and their evolution over time.

Review the grading criteria for Collaborations in the Criteria for Assessment rubrics, always accessible from the 'Rubrics' section in the Syllabus and repeated here for ease. Although this Collaboration is not graded, strive to meet the normal expectations for contribution to the learning community, as this will help you establish a pattern of success for later weeks.

Document
Criteria for Assessment Rubrics (Word document)

To complete this Collaboration:

By Day 3 (Saturday)

Complete the following:

Post your Key Concept Exercise from Week 1 into the Collaboration Forum.

By Day 7 (Wednesday)

Post 3-5 responses to your fellow students by:

Noting the similarities and/or differences in your analyses with regard to the relationship between consumer behaviours and strategic marketing practices

Offering contributions on how the evolution of the marketing concept is evident in the ideas of a fellow student

Supporting or refuting a fellow student’s claims on the relationship between consumer behaviours and strategic marketing practices with specific references to the Learning Resources

Suggesting how a fellow student’s example transaction or relationship demonstrates the strategic marketing concepts discussed in the Learning Resources

This Collaboration 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 Collaboration Forum, click on the "Week 2 Collaboration Forum" link.

Individual Assignment: Readiness skills: Proper paraphrasing

Throughout this module, you will complete a series of assignments intended to help you develop the master’s-level academic readiness skills you will need to be successful throughout your programme. This is the first of these assignments, which will enable you to practice an important writing skill: paraphrasing.

Imagine you were asked to complete a report at work and had an opportunity to incorporate some ideas and documents prepared by colleagues. You would want to acknowledge their contributions, but perhaps not include all of their work verbatim. In this situation, appropriate paraphrasing and acknowledgement of your sources is called for. The same is true in almost all academic writing.

In this week’s Learning Resources, you learn about academic integrity and the importance of avoiding plagiarism. Avoiding plagiarism and developing strong academic writing skills involve effective paraphrasing. Paraphrasing is a critical thinking and writing skills that requires thinking about what you have read and writing about it in your own words, without directly copying the words of the original author. This week, you will practice paraphrasing an article and submitting it to your Instructor for feedback.

To prepare for this Assignment:

Review the resource, ‘Quoting, Paraphrasing, and Summarizing’ on the Purdue Online Writing Lab Web site and practise paraphrasing by completing the exercises provided on the site.

Review the materials on Turnitin, an important online tool that allows you to check for unintentional plagiarism, which you will use throughout your programme.

To complete this Individual Assignment:

Select two or three key paragraphs from one of the journal articles provided in the Week 1 Learning Resources.

Write a paraphrased summary of the paragraphs you selected.

By Day 7 (Wednesday)

Submit your paraphrased paragraphs to your Instructor for feedback.

Additionally, use the Turnitin Originality Report to assess how well you used paraphrasing to avoid plagiarism.

Be sure to read over your Individual Assignment before submitting it to your Instructor. Make sure the spelling and grammar are correct and the language, citing and referencing you use when providing your opinion are appropriate for academic writing.

To submit your Individual Assignment to Turnitin, click the "View/Complete" link for Week 2 Individual Assignment -- Turnitin.

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Week 3 Assessments

By Day 3 (Saturday), post your Key Concept Exercise to Turnitin and to the Collaboration Forum.

Until Day 7 (Wednesday), respond to your colleagues in the Collaboration Forum.

Key Concept Exercise: Building the brand

A brand is the perception of a product, service, organisation or person that is created in the minds of consumers.

This perception may be intentional or unintentional; negative, positive, or neutral. In order to build competitive advantage, organisations struggle to create the desired image in the minds of consumers and enhance their sales.

To prepare for this Key Concept Exercise:

Read and view the Required Learning Resources for Week 3. In particular, focus on the Dawar (2013) and Fischer, Völckner and Sattler (2010) articles.

Reflect on what you have read about the strategies connected with building a strong brand.

Consider the value of brands in strategic marketing and specifically for building competitive advantage.

To complete this Key Concept Exercise:

By Day 3 (Saturday)

In an approximately 500-word response, complete the following:

Critically appraise the value of branding as a strategic marketing approach. How does successful branding of a product or service help build competitive advantage? In your appraisal, include whether the organisation you work for (or one with which you are familiar) applies branding as an effective and strategic tool for building competitive advantage.

In formulating your Key Concept Exercise, consider the following questions:

· What international brands do you consider to be the strongest? What specifically about those brands makes them the strongest?

· What strategy needs to be incorporated to build a strong brand?

· What is the value of brands in building competitive advantage?

By Day 3 (Saturday), submit your Key Concept Exercise.

To submit your Key Concept Exercise to Turnitin, click the "View/Complete" link for Week 3 Key Concept Exercise -- Turnitin.

Collaboration: Luxury market brands

Needs, wants and demands evolve over time with changing behaviours of consumers. The only constant is, however, the desire of companies to differentiate their brands from the others.

The same principle also applies to luxury market brands as luxury brand consumers evolve over time as well. Product excellence is not sufficient for luxury brand consumers anymore. They seek noble, experiential products characterised by their paucity and premium-level pricing.

How then do marketing professionals position an organisation’s products or services into the luxury market? How do marketing strategies and processes differ when making a product’s brand luxurious?

To prepare for this Collaboration:

Consider the brands presented in the LVHM-Bulgari case study (Ijaouane & Kapferer, 2012) and what you have read about brands and brand positioning.

Think about luxury market brands in terms of strategic indicators, such as profitability, growth, market share, brand value, etc.

To complete this Collaboration:

By Day 3 (Saturday)

Complete the following:

Post your Key Concept Exercise from Week 3 into the Collaboration Forum.

By Day 7 (Wednesday)

Post 3-5 responses to your fellow students by:

Refuting or supporting a colleague’s claims using specific examples regarding luxury brands from the LVHM and Bulgari case study. Relating a colleague’s claims to information from the Learning Resources concerning brand positioning strategies.

Extending the discussion into new but relevant areas regarding how the elements of LVHM and Bulgari’s positioning strategies highlight them as luxury brands.

Offering suggestions on what other organisations could learn from LVHM and Bulgari with respect to developing brands.

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

Suggested Answer

Week 4 Assessments

Until Day 7 (Wednesday), respond to your colleagues in the Collaboration Forum.

By Day 7 (Wednesday), submit your Personal Development Portfolio to Turnitin.

Collaboration: Environmental analysis frameworks

Internal and external factors that impact organisation's operations and business form the marketing environment of an organisation. Marketers aim at scanning the factors and controlling those factors that can be controlled or turned into opportunities.

PESTLE analysis is a framework which aids a marketer in scanning an organisation's environment for external uncontrollable forces. The letters in PESTLE stand for political, economic, social and cultural, technological, legal and environmental factors.

While the acronym/framework can have several variations, the principle of uncontrollable macro forces affecting the business remains the same.

Furthermore, a PESTLE analysis could be the basis for conducting the SWOT analysis to determine the strengths, weaknesses, threats and opportunities denoted by macro environment factors remaining beyond the control of an organisation.

To prepare for this Collaboration:

Read and view the Required Learning Resources for Week 4.

Review the Learning Resources, your Key Concept Exercise, and Collaboration discussions from Week 3.

Reflect on the variety of frameworks available to organisations for analysis of their external and internal environments.

To complete this Collaboration:

By Day 7 (Wednesday)

Continue the Collaboration from Week 3.

Post 3-5 responses to your fellow students in one or more of the following ways:

Critically analysing how environmental analysis frameworks contribute to successful brand positioning.

Suggesting how a colleague’s organisations might benefit from one of the environmental analysis tools discussed in the Learning Resources this week.

Offering contributions based upon the literature and your prior experience with regard to environmental analysis frameworks and their impact on brand positioning strategies.

This assignment 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 Collaboration Forum, click on the "Week 4 Collaboration Forum" link.

Suggested Answer

Personal Development Portfolio: Personal SWOT analysis

Completing your master’s degree should be an exciting journey full of opportunities for new learning and discovery, but you will undoubtedly face challenges along the way. Many other facets of your life will likely compete for your time and attention, and potentially distract you from your goals and discourage you from reaching them.

Creating a Personal Development Portfolio (PDP) will help you document your accomplishments and help you maintain momentum throughout your programme.

Personal development should begin with a self-assessment of your personal goals, strengths and areas for growth. The PDP assignments for this module include formulating your mission, vision and goals, as well as a personal SWOT analysis.

SWOT analysis is a powerful tool that you can use in order to assess your strengths and weakness, and anticipate threats and opportunities. By cultivating such awareness, individuals can gain valuable information that they can act upon in order to take advantage of the multiple opportunities available to them and seek assistance to meet the challenges they face.

To prepare for this PDP assignment:

Based upon the learning resources and your experience, reflect on your strengths, weaknesses, opportunities and threats as they relate to your personal brand and career development.

To complete this PDP assignment:

By Day 7 (Wednesday)

Create a document with four areas labelled “Strengths,” “Weaknesses,” “Opportunities” and “Threats.” Using bullet points, fill in the document with your strengths, weaknesses, opportunities and threats as they relate to your career development.

Then, in approximately 500 words, provide a brief description and reflection of each of your strengths, weaknesses, opportunities and threats.

In formulating your PDP assignment, consider the following questions:

· What achievements or accolades have you received that highlight your strengths? Perhaps you received an award for producing exceptional results.

· Which areas do you see for professional development? Perhaps there is a connection to a membership, journal or conference that you would like to attend.

· What are the opportunities available? There might be an opportunity to link to groups working with emerging economies that you would like to pursue.

· What could be a possible concern in your career development? Perhaps outsourcing has become a concern and is seen more as a threat than an opportunity.

By Day 7 (Wednesday), submit your PDP assignment to Turnitin.

Note: Be sure to read over your SWOT analysis before submitting it to Turnitin. Make sure the spelling and grammar for your assignment are correct and the citing, referencing and language you use when providing your opinion are appropriate for academic writing.

To submit your Personal Development Portfolio to Turnitin, click the "View/Complete" link for Week 4 Personal Development Portfolio -- Turnitin - FF.

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Week 5 Assessments

By Day 3 (Saturday), submit your Key Concept Exercise to Turnitin and to the Collaboration Forum.

Until Day 7 (Wednesday), respond to your colleagues in the Collaboration Forum.

Key Concept Exercise: Strategic value of the STP framework

As you have read, segmentation, targeting and positioning are three elements of modern marketing strategy. To compete in the market, organisations must identify various levels of their markets and efficiently divide those markets into segments.

Consumers' behaviours, likes, demands and wants differ extensively. What is good and desired by one person may not have value to someone else. Marketers, therefore, must strive to target their segmented market as precisely as they can in order to effectively position products or services for consumers.

In the process of developing marketing strategies then, which element of the framework is of the most value to organisations strategically? Would a focus on proper segmentation of the market ensure success in the development of the other elements? Furthermore, would a focused attention on positioning make up for less effective segmentation or targeting strategies?

To prepare for this Key Concept Exercise:

Read the Required Learning Resources for Week 5.

Consider how the organisation you work for, or one with which you are familiar, utilises the STP framework in marketing its products and/or services.

To complete this Key Concept Exercise:

By Day 3 (Saturday)

In an approximately 500-word response, complete the following:

Critically evaluate the element of the segmentation, targeting and positioning (STP) framework that is of the most strategic value for organisations. In your evaluation, include whether the organisation you work for (or one with which you are familiar) utilises the element in an effective and strategic manner.

In formulating your Key Concept Exercise, consider the following questions:

· What is value of the individual elements of the STP framework? How can each be of strategic importance to an organisation?

· What evidence, if any, do you see in your organisation (or one with which you are familiar) of the key concepts presented in the Learning Resources this week?

This assignment is graded. See the rubric for specific grading criteria.

By Day 3 (Saturday), submit your Key Concept Exercise.

To submit your Key Concept Exercise to Turnitin, click the "View/Complete" link for Week 5 Key Concept Exercise -- Turnitin.

Collaboration: Applications of the STP framework

Strategic and effective application of the segmentation, targeting and positioning (STP) framework and its related strategies is the responsibility of the marketing professional.

What are the best positioning strategies to build or sustain a brand? How then can marketing professionals use these strategies to ensure their organisation has the biggest share of the market? What can you learn from others' experiences and how might those lessons shape your role in the future?

To prepare for this Collaboration:

Read the Required Learning Resources for Week 5. Review your Key Concept Exercise from Week 5.

To complete this Collaboration:

By Day 3 (Saturday)

Complete the following:

Post your Key Concept Exercise from Week 5 into the Collaboration Forum.

By Day 7 (Wednesday)

Post 3–5 postings to your fellow students extending the discussion into new, relevant areas in one or more of the following ways:

Supporting or refuting a colleague’s claims of the most strategic element of the framework with evidence from the literature and/or your prior experiences.

Offering a strategy for how a colleague’s organisation may make more strategic and effective use of the element described.

Extending the discussion into new but relevant areas regarding segmentation, targeting and positioning.

To access the Collaboration Forum, click on the "Week 5 Collaboration Forum" link.

Suggested Answer

Week 6 Assessments

By Day 3 (Saturday), submit your Key Concept Exercise to Turnitin and to the Collaboration Forum.

Until Day 7 (Wednesday), respond to your colleagues in the Collaboration Forum.

Key Concept Exercise: Market research

Market research and data collection on consumers’ needs, wants and demands allow organisations to successfully target their products at a specific group of clients.

The research process involves collecting and analysing data from consumers in a given market in both qualitative and quantitative ways. Market analysis, market segmentation and marketing environment are the bases for successful marketing research.

To prepare for this Key Concept Exercise:

Read and view the Required Learning Resources for Week 6.

Review the information presented in Anthony's Orchard Web site found in Learning Resources for this week.

Think about recommendations you would make with regard to market research for Anthony's Orchard and how those recommendations might impact demand for its products and its marketing communications.

To complete this Key Concept Exercise:

By Day 3 (Saturday)

In an approximately 500-word response, complete the following:

Imagine you are a marketing professional hired by Anthony's Orchard.

What would be the most appropriate market research process you would recommend to the owners?

How might this process not only provide the most demand for Anthony's Orchard's products but also provide proper demand forecasting?

How might your recommendations impact the marketing communications on the orchard's Web site?

In formulating your Key Concept Exercise, consider the following questions:

· What is the current marketing strategy of Anthony's Orchard? What macro forces can affect the profits of Anthony's Orchard?

· What types of data and research instruments would you suggest to measure customer needs, wants and demands? How will the data and instruments allow the orchard to properly forecast demand for its products?

· In presenting your recommendations, how might you explain the importance of obtaining relevant data through the market research process to the owners of Anthony's Orchard?

This assignment is graded. See the rubric for specific grading criteria.

By Day 3 (Saturday), submit your Key Concept Exercise.

To submit your Key Concept Exercise to Turnitin, click the "View/Complete" link for Week 6 Key Concept Exercise -- Turnitin.

Collaboration: Impact of market research

The purposes, goals and structure of the market research process can vary from organisation to organisation, product to product, and service to service.

Marketers use data and research from their designed processes not only to identify customers' wants and needs, but also to forecast demand for products and services in order to increase profits.

While this is only a few of the impacts of market research on organisations, how might market research be used in the future? How does your organisation utilise the market research process? How might a more effective or efficient use of the process impact the future of its products and services?

To prepare for this Collaboration:

Read and view the Required Learning Resources for Week 6.

Review your Key Concept Exercise from Week 6.

Consider the impact of the market research process on organisations today and how they may or may not be strategically and effectively using the process.

To complete this Collaboration:

By Day 3 (Saturday)

Complete the following:

Post your Key Concept Exercise from Week 6 into the Collaboration Forum.

By Day 7 (Wednesday)

Post 3-5 responses to your fellow students in one or more of the following ways:

Supporting or refuting your colleagues’ recommended market research processes with evidence from the literature or prior experiences.

Offering suggestions on how to improve Anthony’s Orchard’s marketing communications based upon your colleagues’ recommendations.

Offering additional suggestions for how your colleagues’ recommendations would allow the orchard to forecast demand for its products.

Extending the discussion into new but relevant areas regarding methods for market research data collection and demand forecasting.

To access the Collaboration Forum, click on the "Week 6 Collaboration Forum" link.

Suggested Answer

Week 7 Assessments

By Day 3 (Saturday), submit your Key Concept Exercise to Turnitin and to the Collaboration Forum.

Until Day 7 (Wednesday), respond to your colleagues in the Collaboration Forum.

By Day 7 (Wednesday), submit your Individual Assignment to Turnitin.

Key Concept Exercise: Angels and devils, Part I

“They can wreak enormous economic havoc”

- Brad Anderson (quoted in: McWilliams, G. "Minding the store: analyzing customers, best buy decides not all are welcome," The Wall Street Journal, November 8, 2004.)

The juxtaposition of black and white, good and bad, angel and devil served as a way of presenting consumers' purchasing behaviours according to their decision-making process.

The words of the Best Buy Co.'s chief executive officer, Brad Anderson, published in The Wall Street Journal, started up a flurry discussion on customer-orientation strategies when he announced that his company would begin to market to the 'angel' customers and try to steer 'devil' customers away.

What are the positive and negative aspects of such a customer-orientation for an organisation and its place in the market? What key behaviours and factors were behind the approach that warrant discussion amongst marketing professionals?

To prepare for this Key Concept Exercise:

Read the Required Learning Resources for Week 7. In particular, focus on the case studies, Angels and Devils: Best Buy's New Customer Approach (A) (2005) and Angels and Devils: Best Buy's New Customer Approach (B)(2005).

Consider the factors affecting consumer behaviours and how consumers make purchasing decisions.

To complete this Key Concept Exercise:

By Day 3 (Saturday)

In an approximately 500-word response, complete the following:

Imagine you learned about the Best Buy case in your local newspaper and are writing an opinion piece from the perspective of a marketing professional as a follow-up to the story. Critically evaluate whether Best Buy's customer-centricity approach was ultimately a positive or negative for the organisation. In your piece, reference the relationship between the five stages model of consumer purchasing suggested in Kotler & Keller (2012) and the consumer behaviours highlighted by the case study.

In formulating your Key Concept Exercise, consider the following questions:

· What factors affected the behaviours of Best Buy's customers? What examples of the five stages model of consumer purchasing suggested in Kotler & Keller (2012) can you find in the case?

· What was the response of consumers and competitors to Best Buy's angel and devil classifications and its customer-centricity approach?

· If you worked for a Best Buy competitor, would you suggest this marketing approach for your organisation?

This assignment is graded. See the rubric for specific grading criteria.

By Day 3 (Saturday), submit your Key Concept Exercise.

To submit your Key Concept Exercise to Turnitin, click the "View/Complete" link for Week 7 Key Concept Exercise -- Turnitin.

Collaboration: Angels and devils, Part II

You must wonder whether the new customer approach proposed by Brad Anderson was successful in the eyes of consumers and competitors. How did it affect the sales of the company?

To be sure, Best Buy Co. gained much publicity in response to its approach—both positive and negative. Some customers felt distracted from buying Best Buy Co.'s products and the competition did not leave Brad Anderson's words unnoticed.

In your Key Concept Exercise this week, you explored how you would have responded in your local newspaper to Brad Anderson's thoughts. For your Collaboration this week, you will review the opinion pieces of your fellow students and respond from a different perspective—either that of a consumer, a competitor, marketing professional or all three.

To prepare for this Collaboration:

Review the Required Learning Resources for Week 7.

Review your Key Concept Exercise from Week 7.

Consider your marketing professional opinion piece evaluating the customer-centricity approach proposed by Best Buy. How might consumers, Best Buy competitors, and other marketers respond to your piece?

To complete this Collaboration:

By Day 3 (Saturday)

Complete the following:

Post your Key Concept Exercise from Week 7 into the Collaboration Forum.

By Day 7 (Wednesday)

Post 3-5 responses to your fellow students extending the discussion into new, relevant areas in one or more of the following ways:

Refuting or supporting claims made by your colleagues on the organisation’s approach from the perspective of a customer.

Refuting or supporting claims made by your colleagues on the organisation’s approach from the perspective of a fellow marketer.

Offering suggestions, from the perspective of a competitor, on how to respond to Best Buy’s approach.

Extending the discussion into new but relevant areas regarding consumer-orientated approaches to marketing.

To access the Collaboration Forum, click on the "Week 7 Collaboration Forum" link.

Individual Assignment: Market orientation

For this Individual Assignment, you consider the case study of Sat & Co. in your Learning Resources for this week.

The organisation has operated on the machine tools market for over 100 years supplying products to over 100 countries. Its market share geographic distribution included 35 percent in the United States, 25 percent in the United Kingdom, 25 percent in Europe and 15 percent in the rest of the world.

From the mid 1990s, the company started to notice a constant decrease in sales and significant loss in market share. Now, the key stakeholders are looking for a way to achieve market orientation and have turned to you and your marketing expertise for help.

For this Assignment, you will review the information in the case study and recommend strategies to Sat & Co.’s leadership to achieve market orientation and increase its competitive advantage.

To prepare for this Assignment:

Read the case study on Sat & Co. in the Learning Resources for Week 7.

Consider how market orientation impacts business performance and the strategies which help organisations attain a strong market orientation.

To complete this Assignment:

By Day 7 (Wednesday)

In an approximately 1,000-word response, address the following issues/questions:

· Based on the Sat & Co. case study, analyse the relationship between market orientation and business performance. What critical success factors are related to achieving market orientation? What impact do they have on an organisation’s competitive advantage?

· As a marketing professional, what strategies would you recommend to Sat & Co. as the most appropriate for achieving market orientation?

Be sure to include specific references to at least two peer-reviewed journal articles to support your assertions.

By Day 7 (Wednesday), submit your Individual Assignment to the Turnitin link provided.

This assignment is graded. See the rubric for specific grading criteria.

To submit your Individual Assignment to Turnitin, click the "View/Complete" link for Week 7 Individual Assignment -- Turnitin.

Suggested Answer

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Week 8 Assessments

By Day 3 (Saturday), submit your Key Concept Exercise to Turnitin and to the Collaboration Forum.

Until Day 7 (Wednesday), respond to your colleagues in the Collaboration Forum.

By Day 7 (Wednesday), submit your Personal Development Portfolio to Turnitin.

Key Concept Exercise: The marketing mix

An appropriate marketing mix is essential to build or sustain a brand.

Organisations can achieve high performance and develop sustainable competitive advantage with the use of appropriate strategies to position their products and services. At the same time, the core competencies of an organisation can also contribute to the company's ability to differentiate itself from the competition and to inform strategies for their products and services.

While many factors contribute to an organisation's success, the appropriate marketing mix is essential to build or sustain a brand. Marketing professionals must then be able to consider existing marketing mixes and make changes or create a successful mix for a new product or service to set it apart from the rest.

To prepare for this Key Concept Exercise:

Read the Required Learning Resources for Week 8.

Reflect on what you have read about marketing mix and its application in organisations.

Consider a product or service offered by your organisation or one with which you are familiar and how your organisation has chosen to define its marketing mix.

To complete this Key Concept Exercise:

By Day 3 (Saturday)

In an approximately 500-word response, complete the following:

How has the marketing mix concept evolved over the years? In regard to a product or service offered by your organisation, how effective is its current marketing mix? What key change to its marketing mix would you suggest to provide for sustainable growth and greater competitive advantage?

Be sure to support your changes with references to at least two peer-reviewed journal articles and other prior experiences.

To construct your Key Concept Exercise, consider the following questions:

· What led to the development of the 4 P's model and subsequent variations?

· What are some of the competitive strategies for market leaders, market challengers, market followers and market nichers, and how do they relate to the formulation of a marketing mix?

· What is the role of competence in providing for sustainable growth in organisations with respect to the marketing mix?

· What are the products or services offered by your organisation? Without disclosing confidential or sensitive information, share some strategies that your organisation has developed in terms of marketing mixes and product life cycles.

This assignment is graded. See the rubric for specific grading criteria.

By Day 3 (Saturday), submit your Key Concept Exercise.

To submit your Key Concept Exercise to Turnitin, click the "View/Complete" link for Week 8 Key Concept Exercise -- Turnitin.

Collaboration: Product life cycles

Do you remember your first mobile phone? How about computers sold in expansive carton boxes? Or cassette players as a means to listen to your favourite music group?

Technological innovations and developments have shortened the life of products that once contributed to the competitive advantage of many organisations, while working to help modify the products and services offered by those organisations.

Any product (or service) has a life cycle which can be divided into four stages:

Introduction—characterised by slow sales,

Growth—a period of profit improvement,

Maturity—with slowdown in sales figures, and finally,

Decline.

How, then, might organisations and their marketing professionals, carefully define marketing mixes to ensure a long life for their products and services?

To prepare for this Collaboration:

Review the Required Learning Resources for Week 8.

Review your Key Concept Exercise from Week 8.

Consider your experiences and knowledge in terms of product life cycles and building competitive advantage.

To complete this Collaboration:

By Day 3 (Saturday)

Complete the following:

Post your Key Concept Exercise from Week 8 into the Collaboration Forum.

By Day 7 (Wednesday)

Post 3-5 responses to your fellow students in one or more of the following ways:

Noting similarities and differences in the marketing mixes of your organisation and a colleague’s.

Asking insightful questions related to the product life cycle of your colleague’s organisation’s product or service and how changes to the marketing mix would lead to sustainable growth.

Offering strategies, based upon the literature and your prior experience, to improve the product life cycle of a colleague’s product or service.

To access the Collaboration Forum, click on the "Week 8 Collaboration Forum" link.

Suggested Answer

Personal Development Portfolio: Your personal mission, vision and goals

Completing your master’s degree should be an exciting journey full of opportunities for new learning and discovery, but you will undoubtedly face challenges along the way.

Many other facets of your life will likely compete for your time and attention, and potentially distract you from your goals and discourage you from reaching them. Creating a Personal Development Portfolio (PDP) will help you document your accomplishments and maintain momentum throughout your programme.

This week’s PDP assignment asks you to formulate a personal mission, vision and goals statement, and to reflect on the relationship between your personal and professional values and the important principles of academic integrity.

To prepare for this PDP assignment:

Reflect on your personal mission, vision and goals for your own career development.

To complete this PDP assignment:

By Day 7 (Wednesday)

Complete the following:

Create a personal mission, vision and goals statement. You will be able to revisit your goals at the end of this module, and develop an action plan for working towards those goals throughout your programme.

In formulating your PDP assignment, consider the following questions:

· How do you see yourself as a professional and a person five years from now? Incorporate what you are learning in this module about the profession of marketing as appropriate.

· What are your personal values related to your professional career?

· How do your personal values and ethics relate to the principles of academic integrity?

· What are your short-term and long-term goals related to your professional career?

By Day 7 (Wednesday), submit your PDP assignment to Turnitin.

To submit your Personal Development Portfolio to Turnitin, click the "View/Complete" link for Week 8 Personal Development Portfolio -- Turnitin - FF.

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Week 9 Assessments

By Day 3 (Saturday), submit your Key Concept Exercise to Turnitin and to the Collaboration Forum.

Until Day 7 (Wednesday), respond to your colleagues in the Collaboration Forum.

Key Concept Exercise: CSR policy and marketing

The concept of corporate social responsibility has become very popular among organisations in recent years.

Seniors managers realised that CSR has strategic implications that include enhancing the organisation’s image and reputation on the market and that, in turn, contributes to augmenting the competitive advantage of the organisation.

It is essential, therefore, that marketing professionals consider not only their individual strategic role, but also that of the marketing department at large in the advocacy, formulation and implementation of CSR policies and how the strategies they employ will enhance the competitive advantage of the organisation.

To prepare for this Key Concept Exercise:

Read the Required Learning Resources for Week 9.

Reflect on what you have read about corporate social responsibility and its value to an organisation.

To complete this Key Concept Exercise:

By Day 7 (Wednesday)

In an approximately 500-word response, complete the following:

Critically evaluate the key strategic role of marketing (and marketing professionals) in the advocacy, formulation and implementation of CSR policies. What CSR strategies would you suggest to enhance the competitive advantage of your organisation or one with which you are familiar?

In formulating your Key Concept Exercise, consider the following questions:

· What is the distinction between corporate social responsibility and global social responsibility? How does this distinction impact marketing?

· What is the responsibility of marketing professionals with regard to the ethical values of an organisation? How might this responsibility influence the corporate social responsibility policies of an organisation?

· What are the benefits and limitations of marketing’s role in corporate social responsibility policies?

This assignment is graded. See the rubric for specific grading criteria.

By Day 3 (Saturday), submit your Key Concept Exercise.

To submit your Key Concept Exercise to Turnitin, click the "View/Complete" link for Week 9 Key Concept Exercise -- Turnitin.

Collaboration: Corporate responsibility like Nike

Nike, Inc., with its revenue of over 20 billion US dollars in 2011, is the largest footwear manufacturer with some of the most recognised brands.

The CSR policy developed and implemented by Nike largely contributed to increasing its competitive advantage and to achieving high financial results.

Its marketers aim at creating value for their consumers by employing environmentally friendly innovative technologies and policies. Nike, Inc. declares that it will keep acting in a socially responsible way.

What could other organisations learn from Nike's experiences and how it conducts business in a socially responsible way? What are the lasting effects of strategies such as Nike's on the field of marketing and marketing professionals?

Reference:

Nike, Inc. (n.d.) Q4 FY 2011 and full year results [Online]. Available from: http://nikeinc.com/news/q4-fy-2011-and-full-year-results (Accessed: 9 July 2016).

To prepare for this Collaboration:

Read the case study, 'Governance and Sustainability at Nike(A),' in the Required Learning Resources for Week 9.

Review your Key Concept Exercise from Week 9.

Consider how your organisation and the organisations of your colleagues might translate Nike's experiences into their strategies.

To complete this Collaboration:

By Day 3 (Saturday)

Complete the following:

Post your Key Concept Exercise from Week 9 into the Collaboration Forum.

By Day 7 (Wednesday)

Post 3-5 responses to your fellow students extending the discussion into new, relevant areas in one or more of the following ways:

Refuting or supporting a colleague’s assertions about the role of culture, ethics and socially responsible strategies using specific examples from the Nike case study.

Suggesting strategies for how a colleague’s organisation might translate Nike’s experiences into its own values and culture.

Offering contributions based upon the literature and your prior experience with culture, ethics, social responsibility and marketing.

To access the Collaboration Forum, click on the "Week 9 Collaboration Forum" link.

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Week 10 Assessments

By Day 3 (Saturday), submit your Key Concept Exercise to Turnitin and to the Collaboration Forum.

Until Day 7 (Wednesday), respond to your colleagues in the Collaboration Forum.

Key Concept Exercise: Marketing planning strategies

Tesla Motors is an electric vehicle manufacturer that trades on the NASDAQ stock exchange. It produces electric cars, electric powertrain components and lithium-ion batteries.

Electric cars are not yet widely sold in the international market due to various reasons, but maybe their sales will grow soon Tesla has prepared a marketing plan to implement their vision in the market.

How might marketing professionals review Tesla’s marketing plan to evaluate strategies valuable to other organisations? How has your organisation, or one with which you are familiar, effectively applied marketing planning strategies?

To prepare for this Key Concept Exercise:

Read the Required Learning Resources for Week 10.

Reflect on what you have read about products, services and marketing planning.

To complete this Key Concept Exercise:

By Day 3 (Saturday)

In an approximately 500-word response, complete the following:

Critically evaluate the strategic nature of marketing planning. What are the three most valuable strategies of market planning for any organisation? In your evaluations, include specific reference to how organisations in which you have worked (or are familiar with) may or may not have applied those strategies effectively.

In formulating your Key Concept Exercise, consider the following questions:

· What are the necessary elements of a marketing plan?

· What is the role of marketing plans and their implementation for gaining competitive advantage?

· What are the strategies promoted by marketing plans?

This assignment is graded. See the rubric for specific grading criteria.

By Day 3 (Saturday), submit your Key Concept Exercise.

To submit your Key Concept Exercise to Turnitin, click the "View/Complete" link for Week 10 Key Concept Exercise -- Turnitin.

Collaboration: Strategic value of marketing planning

In the case study for this week, Tesla's marketing plan contained information concerning the company, its customers, competitors and collaborators.

The marketing planner carried out a macro-environmental analysis and pointed to the strengths and weaknesses of their products. The strategies enlisted in the marketing plan include, among other things, building the recognition of their brand.

What strategies from Tesla's marketing plan would have potential strategic value for your organisation? What strategies would you recommend your organisation avoid?

To prepare for this Collaboration:

Review the case study on Tesla Motors located in the Required Learning Resources for Week 10.

Review your Key Concept Exercise from Week 10.

Consider your experience and knowledge in terms of marketing planning in various organisations.

To complete this Collaboration:

By Day 3 (Saturday)

Complete the following:

Post your Key Concept Exercise from Week 10 into the Collaboration Forum.

By Day 7 (Wednesday)

Post 3-5 responses to your fellow students by:

Noting similarities and differences between your organisation and a colleague’s in the application of marketing planning strategies.

Supporting or refuting assertions by a colleague on the most valuable marketing planning strategies with evidence from the Tesla case study.

Extending the discussion into new but relevant areas regarding the strategic value of marketing planning.

To access the Collaboration Forum, click on the "Week 10 Collaboration Forum" link.

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