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unit 1 PART 1: Introduce yourself to your fellow students and instructor. Share your college degree plans, briefly explaining what degree you are pursuing, why, and how you think taking this course will assist you in achieving your personal or professional goals in life. PART 2: Please affirm that you have read and will abide by the University’s Academic Integrity Violations (AIV) policy located in the course announcements. In your response, please type the word “affirm.” You may also ask any questions that may concern you or discuss challenges you may face as a learner in your compliance with the University’s AIV policy. unit 2 Strategic planning often involves companies putting together mission statements, vision statements and/or company objectives. Visit the website of your employer or another company you are familiar with and discuss whether you believe they are adhering to their defined mission, vision and/or objectives. Include your rationale. Please include the name of the person or question to which you are replying in the subject line. For example, “Tom’s response to Susan’s comment.” UNIT 3 In what generational cohort do you belong—Millennial, Gen X, Baby Boomer, or Silent Generation? Discuss the way companies target your specific generation. Use a specific company and their marketing tools. Please include the name of the person or question to which you are replying in the subject line. For example, “Tom’s response to Susan’s comment.” UNIT 4 Marketing campaigns sometimes miss the mark. Nivea launched a campaign featuring an African American male that went viral and the company was forced to issue an apology. Fleet Laboratories was forced to do the same when an ad campaign targeting different female segments offended women across the board. Has a marketing campaign ever offended you or could it have offended someone else on any level? Give a specific example. YouTube is a great source of advertisements. Please include the name of the person or question to which you are replying in the subject line. For example, “Tom’s response to Susan’s comment.” UNIT 5 Kotler describes the importance of packaging with a series of packaging objectives identified on page 347 of your text. Select a product that you regularly use and evaluate the packaging based upon the objectives Kotler defines. Please include the name of the person or question to which you are replying in the subject line. For example, “Tom’s response to Susan’s comment.” UN IT 6 Think of a retailer you have done business with. How have they integrated their channel system? It might be that of a traditional retailer, e-commerce, m-commerce, to name a few. In an attempt to create a more dynamic discussion, try to select a retailer that your fellow students have not already brought forward. Please include the name of the person or question to which you are replying in the subject line. For example, “Tom’s response to Susan’s comment.” UNIT 7 The Marketing Memo on page 496 describes methods that determine how integrated a company’s IMC Program is relative to six parameters. These parameters include coverage, contribution, commonality, complementarity, versatility and cost. Analyze a company of your choice based upon these parameters in evaluating their level of integration. Obviously, you will not be able to analyze cost but discuss the other five. Please include the name of the person or question to which you are replying in the subject line. For example, “Tom’s response to Susan’s comment.” UNIT 8 Class, What is your opinion of this course? Did it meet your expectations? What are some take-aways that you anticipate will help you in the future either professionally and/or personally? What suggestions can you offer for improvement of this course for future students? Case Studies Unit I Case Study Case studies are an important learning strategy in business classes as they provide an opportunity for you to analyze real-life events that have occurred in business and industry. You will examine situations that managers have dealt with in a variety of situations, applying theoretical concepts from the textbook and researching supplemental information that will aid you in responding to the questions. Typically, this will chart the way for a managerial response involving changing the business or corporate strategy. Deliverable for each case study: Respond to each of the questions following the case studies in the book using both theory as well as practical managerial thinking. Support should include not only the textbook but supplemental sources as well. The use of correctly formatted in-text citations and a minimum of three sources that are no more than five years old are required (one of which may be your textbook). Locate the reference page at the end of your case study analysis. Length should be minimally 400 words. Case Study Options for Unit I Evaluate Cisco on page 57 of the textbook. Respond to each of the questions using theory as well as practical managerial thought with a minimum of 400 words. In order to support your academic writing, remember to use correctly formatted in-text citations within your responses and a minimum of three sources included on the reference page. OR Evaluate Nike on page 29 of the textbook. Respond to each of the questions using theory as well as practical managerial thought with a minimum of 400 words. In order to support your academic writing, remember to use correctly formatted in-text citations within your responses and a minimum of three sources included on the reference page. OR Evaluate Microsoft on page 93 of the textbook. Respond to each of the questions using theory as well as practical managerial thought with a minimum of 400 words. In order to support your academic writing, remember to use correctly formatted in-text citations within your responses and a minimum of three sources included on the reference page. MBA 5501, Advanced Marketing 2 OR Evaluate Walmart on page 94 of the textbook. Respond to each of the questions using theory as well as practical managerial thought with a minimum of 400 words. In order to support your academic writing, remember to use correctly formatted in-text citations within your responses and a minimum of three sources included on the reference page. Information about accessing the Blackboard Grading Rubric for this assignment is provided below. Unit III Case Study Deliverable for each case study: Respond to each of the questions following your chosen case study in the book using both theory as well as practical managerial thinking. Support should include not only the textbook but supplemental sources as well. The use of correctly formatted in-text citations and a minimum of three sources that are no more than five years old are required (one of which may be your textbook). Locate the reference page at the end of your case study analysis. Length should be minimally 400 words. Case Study Options for Unit III Evaluate Disney on page 178 of the textbook. Respond to each of the questions using theory as well as practical managerial thought with a minimum of 400 words. In order to support your academic writing, remember to use correctly formatted in-text citations within your responses and a minimum of three sources included on the reference page. OR Evaluate IKEA on page 179 of the textbook. Respond to each of the questions using theory as well as practical managerial thought with a minimum of 400 words. In order to support your academic writing, remember to use correctly formatted in-text citations within your responses and a minimum of three sources included on the reference page. OR Evaluate Accenture on page 208 of the textbook. Respond to each of the questions using theory as well as practical managerial thought with a minimum of 400 words. In order to support your academic writing, remember to use correctly formatted in-text citations within your responses and a minimum of three sources included on the reference page. OR Evaluate GE on page 210 of the textbook. Respond to each of the questions using theory as well as practical managerial thought with a minimum of 400 words. In order to support your academic writing, remember to use correctly formatted in-text citations within your responses and a minimum of three sources included on the reference page. Information about accessing the Blackboard Grading Rubric for this assignment is provided below. Unit V Case Study Deliverable for each case study: Respond to each of the questions following your chosen case study in the book using both theory as well as practical managerial thinking. Support should include not only the textbook but supplemental sources as well. The use of correctly formatted in-text citations and a minimum of three sources that are no more than five years old are required (one of which may be your textbook). Locate the reference page at the end of your case study analysis. Length should be minimally 400 words. Case Study Options for Unit V Evaluate Ritz Carlton on page 379 of the textbook. Respond to each of the questions using theory as well as practical managerial thought with a minimum of 400 words. In order to support your academic writing, remember to use correctly formatted in-text citations within your responses and a minimum of three sources included on the reference page. OR Evaluate MAYO Clinic on page 380 of the textbook. Respond to each of the questions using theory as well as practical managerial thought with a minimum of 400 words. In order to support your academic writing, remember to use correctly formatted in-text citations within your responses and a minimum of three sources included on the reference page. MBA 5501, Advanced Marketing 3 OR Evaluate eBay on page 411 of the textbook. Respond to each of the questions using theory as well as practical managerial thought with a minimum of 400 words. In order to support your academic writing, remember to use correctly formatted in-text citations within your responses and a minimum of three sources included on the reference page. OR Evaluate Southwest Airlines on page 412 of the textbook. Respond to each of the questions using theory as well as practical managerial thought with a minimum of 400 words. In order to support your academic writing, remember to use correctly formatted in-text citations within your responses and a minimum of three sources included on the reference page. Information about accessing the Blackboard Grading Rubric for this assignment is provided below. Unit VII Case Study Deliverable for each case study: Respond to each of the questions following your chosen case study in the book using both theory as well as practical managerial thinking. Support should include not only the textbook but supplemental sources as well. The use of correctly formatted in-text citations and a minimum of three sources that are no more than five years old are required (one of which may be your textbook). Locate the reference page at the end of your case study analysis. Length should be minimally 400 words. Unit VII Case Study Evaluate Gillette on page 532 of the textbook. Respond to each of the questions using theory as well as practical managerial thought with a minimum of 400 words. In order to support your academic writing, remember to use correctly formatted in-text citations within your responses and a minimum of three sources included on the reference page. OR Evaluate Red Bull on page 498 of the textbook. Respond to each of the questions using theory as well as practical managerial thought with a minimum of 400 words. In order to support your academic writing, remember to use correctly formatted in-text citations within your responses and a minimum of three sources included on the reference page. OR Evaluate Target on page 499 of the textbook. Respond to each of the questions using theory as well as practical managerial thought with a minimum of 400 words. In order to support your academic writing, remember to use correctly formatted in-text citations within your responses and a minimum of three sources included on the reference page. OR Evaluate Research in Motion on page 592 of the textbook. Respond to each of the questions using theory as well as practical managerial thought with a minimum of 400 words. In order to support your academic writing, remember to use correctly formatted in-text citations within your responses and a minimum of three sources included on the reference page. Information about accessing the Blackboard Grading Rubric for this assignment is provided below. Unit Assignments Marketing Plan Throughout this course you will compile a comprehensive marketing plan using one of the product scenarios below (noteyou will use the same scenario throughout the course). Submissions will be completed in units II, IV, VI, and VIII which together will comprise a full marketing plan. The general overview is as follows: Unit II: Company Overview & Market Research · Overview of Company · Market Research Strategies · Analyzing Macro-environment-PEST Analysis MBA 5501, Advanced Marketing 4 Unit IV: Situation Analysis · Segmentation & Target Market Analysis · Competitive Analysis · SWOT Analysis Unit VI: Marketing Strategy · Product Strategies · Place Strategies · Pricing Strategies · Promotional Strategies Unit VIII: Global & Financial/Control · Global Opportunities · Financial Analysis · Measurement/Control Scenarios to choose from (remember that you will select one and use it for all four submissions): 1. Caninantics is a start-up company that has created a new dog food dispensing product that will open canned dog food, dump the food into the dog bowl, and dispense the can. The company wants to start marketing this product and subsequently branch into other canine accessories by the end of this year. 2. Twilight, a start-up company, has contemplated an opportunity with the Baby Boomer generation entering the retirement stage of their lives. As this generation has paved the way for many new businesses over the years, Twilight believes there is yet another opportunity to serve this generation. The service would be a consulting service providing information for active seniors, 55-plus, partial assistance, and full care. This service would involve not only housing but also a host of information related to enjoying this period of their lives. Twilight would like to build a profitable business model that is able to serve these customers. 3. IT Today is a start-up company that is interested in providing technological assistance to the average consumer that is interested in all the newest technological gadgets (smartphone, tablet, laptops, printers) but does not necessarily have the time or background to maintain their operation. IT Today would like to provide 24/7 technological assistance as well as assistance in networking. The company goal is to put together this business with the end result of a profitable business model. 4. Athletics Supreme is a company that has been in business about 10 years selling a variety of athletic equipment. They have observed the growing interest in sportswear and would like to expand their product offering to include a line of sportswear and possibly other related lines. Their goal is to provide their customers with “one-stop” shopping opportunities, maintain their brand identity, and still maintain a profit. 5. Arimount is a well-known beauty and grooming company that has been in the industry for about 20 years. They would like to launch a new deodorant product. The company’s development and research department has created a new chemical that will allow deodorants to work for up to five days—even after showering. The company is interested in increasing their overall market share with the introduction of this innovative product. 6. Travel Today, a well-known travel agency that has been serving customers for 25 years, has experienced a slow-down of business over the last five years. They are of the belief that the internet has enabled customers to plan and book their own vacations. Their business development department has begun researching possible alternative new product/service offerings with the idea of re-capturing some of their lost customers. Unit II Scholarly Activity Unit II Marketing Plan Assignment-Company Overview and Market Research · Overview of Company · Market Research Strategies · Analyzing Macro-environment-PEST Analysis This section of the marketing plan will include an introduction of the company you have selected, allowing the reader to understand the company, product/service, and any other pertinent details. Marketing plans are compiled by companies that have incorporated a solid marketing research strategy in order to better understand the industry, competition, and customer. Explain the research strategies that will be used by your company. Finally, analyze the macro environment using a PEST analysis. This will lead to a better understanding of how changes in the political/legal, economic, socio-cultural, and technological environment will affect your company. MBA 5501, Advanced Marketing 5 Deliverable: The format of this professional Marketing Plan is essay format with subheadings using Microsoft Word. As this assignment is a comprehensive plan, additional research and support should be included using a minimum of 3 sources correctly formatted to APA standards on the Reference page. In-text citations should also be used. The length for each assignment submission is minimally 3 pages long double-spaced plus title page and reference page. Information about accessing the Blackboard Grading Rubric for this assignment is provided below. Unit IV Scholarly Activity Unit IV Marketing Plan Assignment-Situation Analysis · Segmentation & Target Market Analysis · Competitive Analysis · SWOT Analysis This section will begin with an application of segmentation of the market of your selected company. Think about behavioral, psychographic, demographic, and geographic criteria that might help you in segmenting the market. Once you have completed the segmentation, identify the target market that your company will focus on including your rationale. It’s important for the marketing manager to understand the competitive environment within the industry in which they operate. Compile a detailed competitive analysis looking at the top 3 or 4 competitors and differentiating each against your company. Finally, assemble and thoroughly explain a SWOT Analysis with a minimum of three elements under each area. Deliverable: The format of this professional Marketing Plan is essay format with subheadings using Microsoft Word. As this assignment is a comprehensive plan, additional research and support should be included using a minimum of three sources correctly formatted to APA standards on the reference page. In-text citations should also be used. The length for each assignment submission is minimally three pages long, double-spaced, plus title page and reference page. Information about accessing the Blackboard Grading Rubric for this assignment is provided below. Unit VI Scholarly Activity Unit VI Marketing Plan Assignment-Marketing Strategy · Product Strategies · Place Strategies · Pricing Strategies · Promotional Strategies This section of the Marketing Plan will assess the marketing strategies or the controllables to include the entire marketing mix (4 P’s). Think about the most effective strategies to use with an eye on the target market. Include your rationale and research to support your position. Additionally, you will include a discussion of whether the company has a competitive advantage (or is better than its competitors) with respect to each area. Note that you will discuss competitive advantage four times and should be discussing each area separately. Product Strategies Explain the product characteristics including the product and/or service qualities, warranties, service contracts, packaging, and branding opportunities. Include rationale. Discuss whether the company has a competitive advantage with respect to product. Place Strategies Explain the entire channel of distribution from the manufacturer to the consumer. Think about how the channel aligns with the overall logistics and the location of the physical facility. Include rationale. Discuss whether the company has a competitive advantage with respect to place. Pricing Strategies Explain the pricing strategies and tactics to be used by your company. Research the various combinations of strategies that could be used by the company at different times. Include rationale. Discuss whether the company has a competitive advantage with respect to pricing. MBA 5501, Advanced Marketing 6 Promotional Strategies Explain the promotional mix to be used, thinking about personal selling, advertising, sales promotion, internet marketing, and publicity. Think about promotional mediums as well. Include rationale. Discuss whether the company has a competitive advantage with respect to promotion. Deliverable: The format of this professional Marketing Plan is essay format with subheadings using Microsoft Word. As this assignment is a comprehensive plan, additional research and support should be included using a minimum of three sources correctly formatted to APA standards on the reference page. In-text citations should also be used. As the marketing strategy is one of the most important areas of the marketing plan; the required word count is minimallyfourpages long,double-spaced (plus title page and reference page), allowing for you to adequately discuss all four areas ofthe marketing mix Information about accessing the Blackboard Grading Rubric for this assignment is provided below. Unit VIII Scholarly Activity Unit VIII Marketing Plan Assignment-Global and Financials/Control §Global Opportunities §Financial Analysis §Measurement/Control This section of the marketing plan will review potential global opportunities including the how, when, and where to take advantage of these opportunities. The financial analysis will discuss budgeting considerations, projected sales/profit patterns, and a break-even analysis. Finally, measurement/control should identify how you will measure the success of your marketing plan and marketing program. The key here is to include “measurable” goals. Deliverable: The format of this professional Marketing Plan is essay format subheadings using Microsoft Word. As this assignment is a comprehensive plan, additional research and support should be included using a minimum of three sources correctly formatted to APA standards on the Reference page. In-text citations should also be used. The length for each assignment submission is minimally three pages long, double-spaced, plus title page and reference page.

unit 1

 

PART 1: Introduce yourself to your fellow students and instructor. Share your college degree plans, briefly explaining what degree you are pursuing, why, and how you think taking this course will assist you in achieving your personal or professional goals in life.

PART 2: Please affirm that you have read and will abide by the University’s Academic Integrity Violations (AIV) policy located in the course announcements. In your response, please type the word “affirm.” You may also ask any questions that may concern you or discuss challenges you may face as a learner in your compliance with the University’s AIV policy.

unit 2

Strategic planning often involves companies putting together mission statements, vision statements and/or company objectives. Visit the website of your employer or another company you are familiar with and discuss whether you believe they are adhering to their defined mission, vision and/or objectives. Include your rationale.
Please include the name of the person or question to which you are replying in the subject line. For example, “Tom’s response to Susan’s comment.”

 

 

 

 

 

 

 

UNIT 3

In what generational cohort do you belong—Millennial, Gen X, Baby Boomer, or Silent Generation? Discuss the way companies target your specific generation. Use a specific company and their marketing tools.

Please include the name of the person or question to which you are replying in the subject line. For example, “Tom’s response to Susan’s comment.”

 

 

 

 

 

 

UNIT 4

 

 

Marketing campaigns sometimes miss the mark. Nivea launched a campaign featuring an African American male that went viral and the company was forced to issue an apology. Fleet Laboratories was forced to do the same when an ad campaign targeting different female segments offended women across the board. Has a marketing campaign ever offended you or could it have offended someone else on any level? Give a specific example. YouTube is a great source of advertisements.

Please include the name of the person or question to which you are replying in the subject line. For example, “Tom’s response to Susan’s comment.”

UNIT 5

Kotler describes the importance of packaging with a series of packaging objectives identified on page 347 of your text. Select a product that you regularly use and evaluate the packaging based upon the objectives Kotler defines.

Please include the name of the person or question to which you are replying in the subject line. For example, “Tom’s response to Susan’s comment.”

 

 

 

 

 

 

 

UN IT 6

 

 

Think of a retailer you have done business with. How have they integrated their channel system? It might be that of a traditional retailer, e-commerce, m-commerce, to name a few. In an attempt to create a more dynamic discussion, try to select a retailer that your fellow students have not already brought forward.

Please include the name of the person or question to which you are replying in the subject line. For example, “Tom’s response to Susan’s comment.”

 

 

 

UNIT 7

The Marketing Memo on page 496 describes methods that determine how integrated a company’s IMC Program is relative to six parameters. These parameters include coverage, contribution, commonality, complementarity, versatility and cost. Analyze a company of your choice based upon these parameters in evaluating their level of integration. Obviously, you will not be able to analyze cost but discuss the other five.

Please include the name of the person or question to which you are replying in the subject line. For example, “Tom’s response to Susan’s comment.”

 

 

 

UNIT 8

 

 

Class,

What is your opinion of this course? Did it meet your expectations? What are some take-aways that you anticipate will help you in the future either professionally and/or personally? What suggestions can you offer for improvement of this course for future students?

 

 

 

Case Studies

Unit I Case Study

Case studies are an important learning strategy in business classes as they provide an opportunity for you to analyze real-life events that have occurred in business and industry. You will examine situations that managers have dealt with in a variety of situations, applying theoretical concepts from the textbook and researching supplemental information that will aid you in responding to the questions. Typically, this will chart the way for a managerial response involving changing the business or corporate strategy.

Deliverable for each case study: Respond to each of the questions following the case studies in the book using both theory as well as practical managerial thinking. Support should include not only the textbook but supplemental sources as well. The use of correctly formatted in-text citations and a minimum of three sources that are no more than five years old are required (one of which may be your textbook). Locate the reference page at the end of your case study analysis. Length should be minimally 400 words.

Case Study Options for Unit I

Evaluate Cisco on page 57 of the textbook. Respond to each of the questions using theory as well as practical managerial thought with a minimum of 400 words. In order to support your academic writing, remember to use correctly formatted in-text citations within your responses and a minimum of three sources included on the reference page.

OR

Evaluate Nike on page 29 of the textbook. Respond to each of the questions using theory as well as practical managerial thought with a minimum of 400 words. In order to support your academic writing, remember to use correctly formatted in-text citations within your responses and a minimum of three sources included on the reference page.

OR
Evaluate Microsoft on page 93 of the textbook. Respond to each of the questions using theory as well as practical
managerial thought with a minimum of 400 words. In order to support your academic writing, remember to use correctly
formatted in-text citations within your responses and a minimum of three sources included on the reference page.
MBA 5501, Advanced Marketing 2

 

OR

Evaluate Walmart on page 94 of the textbook. Respond to each of the questions using theory as well as practical managerial thought with a minimum of 400 words. In order to support your academic writing, remember to use correctly formatted in-text citations within your responses and a minimum of three sources included on the reference page.

Information about accessing the Blackboard Grading Rubric for this assignment is provided below.

Unit III Case Study

Deliverable for each case study: Respond to each of the questions following your chosen case study in the book using both theory as well as practical managerial thinking. Support should include not only the textbook but supplemental sources as well. The use of correctly formatted in-text citations and a minimum of three sources that are no more than five years old are required (one of which may be your textbook). Locate the reference page at the end of your case study analysis. Length should be minimally 400 words.

Case Study Options for Unit III

Evaluate Disney on page 178 of the textbook. Respond to each of the questions using theory as well as practical managerial thought with a minimum of 400 words. In order to support your academic writing, remember to use correctly formatted in-text citations within your responses and a minimum of three sources included on the reference page.

OR

Evaluate IKEA on page 179 of the textbook. Respond to each of the questions using theory as well as practical managerial thought with a minimum of 400 words. In order to support your academic writing, remember to use correctly formatted in-text citations within your responses and a minimum of three sources included on the reference page.

OR

Evaluate Accenture on page 208 of the textbook. Respond to each of the questions using theory as well as practical managerial thought with a minimum of 400 words. In order to support your academic writing, remember to use correctly formatted in-text citations within your responses and a minimum of three sources included on the reference page.

OR

Evaluate GE on page 210 of the textbook. Respond to each of the questions using theory as well as practical managerial thought with a minimum of 400 words. In order to support your academic writing, remember to use correctly formatted in-text citations within your responses and a minimum of three sources included on the reference page.

Information about accessing the Blackboard Grading Rubric for this assignment is provided below.

Unit V Case Study

Deliverable for each case study: Respond to each of the questions following your chosen case study in the book using both theory as well as practical managerial thinking. Support should include not only the textbook but supplemental sources as well. The use of correctly formatted in-text citations and a minimum of three sources that are no more than five years old are required (one of which may be your textbook). Locate the reference page at the end of your case study analysis. Length should be minimally 400 words.

Case Study Options for Unit V

Evaluate Ritz Carlton on page 379 of the textbook. Respond to each of the questions using theory as well as practical managerial thought with a minimum of 400 words. In order to support your academic writing, remember to use correctly formatted in-text citations within your responses and a minimum of three sources included on the reference page.

OR

Evaluate MAYO Clinic on page 380 of the textbook. Respond to each of the questions using theory as well as practical managerial thought with a minimum of 400 words. In order to support your academic writing, remember to use correctly formatted in-text citations within your responses and a minimum of three sources included on the reference page.

MBA 5501, Advanced Marketing 3

 

OR

Evaluate eBay on page 411 of the textbook. Respond to each of the questions using theory as well as practical managerial thought with a minimum of 400 words. In order to support your academic writing, remember to use correctly formatted in-text citations within your responses and a minimum of three sources included on the reference page.

OR

Evaluate Southwest Airlines on page 412 of the textbook. Respond to each of the questions using theory as well as practical managerial thought with a minimum of 400 words. In order to support your academic writing, remember to use correctly formatted in-text citations within your responses and a minimum of three sources included on the reference page.

Information about accessing the Blackboard Grading Rubric for this assignment is provided below.

Unit VII Case Study

Deliverable for each case study: Respond to each of the questions following your chosen case study in the book using both theory as well as practical managerial thinking. Support should include not only the textbook but supplemental sources as well. The use of correctly formatted in-text citations and a minimum of three sources that are no more than five years old are required (one of which may be your textbook). Locate the reference page at the end of your case study analysis. Length should be minimally 400 words.

Unit VII Case Study

Evaluate Gillette on page 532 of the textbook. Respond to each of the questions using theory as well as practical managerial thought with a minimum of 400 words. In order to support your academic writing, remember to use correctly formatted in-text citations within your responses and a minimum of three sources included on the reference page.

OR

Evaluate Red Bull on page 498 of the textbook. Respond to each of the questions using theory as well as practical managerial thought with a minimum of 400 words. In order to support your academic writing, remember to use correctly formatted in-text citations within your responses and a minimum of three sources included on the reference page.

OR

Evaluate Target on page 499 of the textbook. Respond to each of the questions using theory as well as practical managerial thought with a minimum of 400 words. In order to support your academic writing, remember to use correctly formatted in-text citations within your responses and a minimum of three sources included on the reference page.

OR

Evaluate Research in Motion on page 592 of the textbook. Respond to each of the questions using theory as well as practical managerial thought with a minimum of 400 words. In order to support your academic writing, remember to use correctly formatted in-text citations within your responses and a minimum of three sources included on the reference page.

Information about accessing the Blackboard Grading Rubric for this assignment is provided below.

Unit Assignments

Marketing Plan

Throughout this course you will compile a comprehensive marketing plan using one of the product scenarios below (noteyou will use the same scenario throughout the course). Submissions will be completed in units II, IV, VI, and VIII which together will comprise a full marketing plan. The general overview is as follows:

Unit II: Company Overview & Market Research
· Overview of Company
· Market Research Strategies
· Analyzing Macro-environment-PEST Analysis
MBA 5501, Advanced Marketing 4

 

Unit IV: Situation Analysis

· Segmentation & Target Market Analysis

· Competitive Analysis

· SWOT Analysis

Unit VI: Marketing Strategy

· Product Strategies

· Place Strategies

· Pricing Strategies

· Promotional Strategies

Unit VIII: Global & Financial/Control

· Global Opportunities

· Financial Analysis

· Measurement/Control

Scenarios to choose from (remember that you will select one and use it for all four submissions):

1. Caninantics is a start-up company that has created a new dog food dispensing product that will open canned dog food, dump the food into the dog bowl, and dispense the can. The company wants to start marketing this product and subsequently branch into other canine accessories by the end of this year.

2. Twilight, a start-up company, has contemplated an opportunity with the Baby Boomer generation entering the retirement stage of their lives. As this generation has paved the way for many new businesses over the years, Twilight believes there is yet another opportunity to serve this generation. The service would be a consulting service providing information for active seniors, 55-plus, partial assistance, and full care. This service would involve not only housing but also a host of information related to enjoying this period of their lives. Twilight would like to build a profitable business model that is able to serve these customers.

3. IT Today is a start-up company that is interested in providing technological assistance to the average consumer that is interested in all the newest technological gadgets (smartphone, tablet, laptops, printers) but does not necessarily have the time or background to maintain their operation. IT Today would like to provide 24/7 technological assistance as well as assistance in networking. The company goal is to put together this business with the end result of a profitable business model.

4. Athletics Supreme is a company that has been in business about 10 years selling a variety of athletic equipment. They have observed the growing interest in sportswear and would like to expand their product offering to include a line of sportswear and possibly other related lines. Their goal is to provide their customers with “one-stop” shopping opportunities, maintain their brand identity, and still maintain a profit.

5. Arimount is a well-known beauty and grooming company that has been in the industry for about 20 years. They would like to launch a new deodorant product. The company’s development and research department has created a new chemical that will allow deodorants to work for up to five days—even after showering. The company is interested in increasing their overall market share with the introduction of this innovative product.

6. Travel Today, a well-known travel agency that has been serving customers for 25 years, has experienced a slow-down of business over the last five years. They are of the belief that the internet has enabled customers to plan and book their own vacations. Their business development department has begun researching possible alternative new product/service offerings with the idea of re-capturing some of their lost customers.

Unit II Scholarly Activity

Unit II Marketing Plan Assignment-Company Overview and Market Research

· Overview of Company

· Market Research Strategies

· Analyzing Macro-environment-PEST Analysis

This section of the marketing plan will include an introduction of the company you have selected, allowing the reader to understand the company, product/service, and any other pertinent details. Marketing plans are compiled by companies that have incorporated a solid marketing research strategy in order to better understand the industry, competition, and customer. Explain the research strategies that will be used by your company. Finally, analyze the macro environment using a PEST analysis. This will lead to a better understanding of how changes in the political/legal, economic, socio-cultural, and technological environment will affect your company.

MBA 5501, Advanced Marketing 5

 

Deliverable: The format of this professional Marketing Plan is essay format with subheadings using Microsoft Word. As this assignment is a comprehensive plan, additional research and support should be included using a minimum of 3 sources correctly formatted to APA standards on the Reference page. In-text citations should also be used. The length for each assignment submission is minimally 3 pages long double-spaced plus title page and reference page.

Information about accessing the Blackboard Grading Rubric for this assignment is provided below.

Unit IV Scholarly Activity

Unit IV Marketing Plan Assignment-Situation Analysis

· Segmentation & Target Market Analysis

· Competitive Analysis

· SWOT Analysis

This section will begin with an application of segmentation of the market of your selected company. Think about behavioral, psychographic, demographic, and geographic criteria that might help you in segmenting the market. Once you have completed the segmentation, identify the target market that your company will focus on including your rationale. It’s important for the marketing manager to understand the competitive environment within the industry in which they operate. Compile a detailed competitive analysis looking at the top 3 or 4 competitors and differentiating each against your company. Finally, assemble and thoroughly explain a SWOT Analysis with a minimum of three elements under each area.

Deliverable: The format of this professional Marketing Plan is essay format with subheadings using Microsoft Word. As this assignment is a comprehensive plan, additional research and support should be included using a minimum of three sources correctly formatted to APA standards on the reference page. In-text citations should also be used. The length for each assignment submission is minimally three pages long, double-spaced, plus title page and reference page.

Information about accessing the Blackboard Grading Rubric for this assignment is provided below.

Unit VI Scholarly Activity

Unit VI Marketing Plan Assignment-Marketing Strategy

· Product Strategies

· Place Strategies

· Pricing Strategies

· Promotional Strategies

This section of the Marketing Plan will assess the marketing strategies or the controllables to include the entire marketing mix (4 P’s). Think about the most effective strategies to use with an eye on the target market. Include your rationale and research to support your position. Additionally, you will include a discussion of whether the company has a competitive advantage (or is better than its competitors) with respect to each area. Note that you will discuss competitive advantage four times and should be discussing each area separately.

Product Strategies

Explain the product characteristics including the product and/or service qualities, warranties, service contracts, packaging, and branding opportunities. Include rationale.

Discuss whether the company has a competitive advantage with respect to product.

Place Strategies

Explain the entire channel of distribution from the manufacturer to the consumer. Think about how the channel aligns with the overall logistics and the location of the physical facility. Include rationale.

Discuss whether the company has a competitive advantage with respect to place.

Pricing Strategies

Explain the pricing strategies and tactics to be used by your company. Research the various combinations of strategies that could be used by the company at different times. Include rationale.

Discuss whether the company has a competitive advantage with respect to pricing.

MBA 5501, Advanced Marketing 6

 

Promotional Strategies

Explain the promotional mix to be used, thinking about personal selling, advertising, sales promotion, internet marketing, and publicity. Think about promotional mediums as well. Include rationale.

Discuss whether the company has a competitive advantage with respect to promotion.

Deliverable: The format of this professional Marketing Plan is essay format with subheadings using Microsoft Word. As this assignment is a comprehensive plan, additional research and support should be included using a minimum of three sources correctly formatted to APA standards on the reference page. In-text citations should also be used. As the marketing strategy is one of the most important areas of the marketing plan; the required word count is minimallyfourpages long,double-spaced (plus title page and reference page), allowing for you to adequately discuss all four areas ofthe marketing mix

Information about accessing the Blackboard Grading Rubric for this assignment is provided below.

Unit VIII Scholarly Activity

Unit VIII Marketing Plan Assignment-Global and Financials/Control

§Global Opportunities

§Financial Analysis

§Measurement/Control

This section of the marketing plan will review potential global opportunities including the how, when, and where to take advantage of these opportunities. The financial analysis will discuss budgeting considerations, projected sales/profit patterns, and a break-even analysis. Finally, measurement/control should identify how you will measure the success of your marketing plan and marketing program. The key here is to include “measurable” goals.

Deliverable: The format of this professional Marketing Plan is essay format subheadings using Microsoft Word. As this assignment is a comprehensive plan, additional research and support should be included using a minimum of three sources correctly formatted to APA standards on the Reference page. In-text citations should also be used. The length for each assignment submission is minimally three pages long, double-spaced, plus title page and reference page.

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