MKT 301- Discusion 2

 

We’ve all heard the cliché that “nice guys finish last.” Is this true in marketing? Do firms that use good ethical practices have an advantage or disadvantage? Do you think consumers will pay a few cents more for non-polluting soap or environmentally friendly food products? Even popular movies have raised this question. In the film, “Heaven Can Wait,” Warren Beatty plays Joe Pendleton, a former NFL quarterback who came back to life as a CEO after a fatal accident. Joe tells his executives that he wants his company to be the “good guy tuna company.” Joe believed his customers would pay a little more to not kill dolphins. This sounds good in the movies, but is it true in real life? How about for you and your family?

For this week’s discussion, select a company that you believe has exceptionally good, or bad, ethical practices. Begin by describing the actions or activities that you believe demonstrate why you selected them. Be very specific so that we are clear on why the firm does, or does not, demonstrate good corporate social responsibility. In your discussion, include if you believe they are at an advantage or disadvantage due to these activities, and why. You should also select at least one of Saint Leo core values and describe why the firm either does, or does not, demonstrate that value.

Use specific examples to support your opinions. Don’t forget to include your personal experiences with the company and with our core values. Please type the name of your firm in the title of your post (e.g., TOM’S SHOES) so your classmates can easily see it. Any firm can only be used ONCE – first come, first served!

Your opening post should be no less than 350 words, free from spelling and grammar errors and college level writing is expected. If you use sources be sure you cite them.

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Saint Leo University

MKT 301
Principles of Marketing Syllabus

Course Description:
An introductory course focusing on the marketing of goods, services and ideas incorporating
strategic and tactical planning, pricing, integrated communications, product management and
supply chain. Special emphasis is placed on applying marketing concepts and principles to real
world, executable activities.

Prerequisite:
English 122
Math 140

Textbooks:
This course has no required text. However, you are required to read all the materials posted for
the course and your instructor may require additional readings.

Learning Outcomes:

1. Describe the scope of marketing, the process it entails, and the application of specific
terms used in the marketing discipline.

2. Discuss and apply the major concepts of marketing including pricing, promotion, product
choices and position the product within the marketing environment, distribution function
and related issues.

3. Describe the global marketing arena and the effect of cultural diversity on the marketing
environment.

4. Explain how marketing can help corporations practice social responsibility; promote
social causes and sustainable development.

5. VALUES OUTCOME: Discuss, integrate, and explain the relevance of Excellence in the
context of the course.

Core Value:
Excellence: Saint Leo University is an educational enterprise. All of us, individually and
collectively, work hard to ensure that our students develop the character, learn the skills, and
assimilate the knowledge essential to become morally responsible leaders. The success of our
University depends upon a conscientious commitment to our mission, vision, and goals.

Evaluation:
Weekly Discussions 12%
Marketing Plan 40%
Plan Presentation 10%
Pricing Quiz 11%
Quizzes (3) 9%
Final Exam 18%

Students will participate in a weekly threaded discussion with feedback on their initial post from
IOR. Topics will be determined on a weekly basis and relevant to the material scheduled.
Students will be required to respond to no less than two classmates.

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Participation: Students will come prepared to take an active role in classroom discussions,
initiate and answer questions and contribute to in-class exercises and activities.

This is the primary project and assessment for the course. The project follows the course week-
wise content and includes no less than four components (Product, SWOT, Segmentation, IMC).
Students will be provided with a supplemental guide for the project, which includes component
specific instructions and examples.

Students will deliver their completed plan to the class and instructor in an oral presentation
using PowerPoint. In the case of online classes the oral component will employ embedded
narration in PowerPoint or similar technology as is available and approved.

In module 6, you will take a pricing quiz. Objective quiz addressing pricing tactics, elasticity
and breakeven will be covered.

Additionally, you will have four quizzes throughout the semester. Each quiz will address
approximately two weeks of course content in a multiple choice format. Quizzes are
standardized across all modalities and drawn from a question pool. The final exam will consist
of a mix of short essay and multiple choice questions.

Assessment of the Learning Outcomes:

Course
Learning
Outcome

Assessment Method

1 Weekly Discussion, Marketing Plan, Plan Presentation, Quiz,
Final Exam

2 Weekly Discussion, Marketing Plan, Plan Presentation, Quiz,
Final Exam

3 Weekly Discussion, Quiz, Final Exam

4 Weekly Discussion, Quiz, Final Exam

5 Weekly Discussion, Marketing Plan, Plan Presentation, Quiz,
Final Exam

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Course Schedule:

Module 1 Marketing Basics

Objectives When you complete this module, you should be able to:

 Students will be able to identify elements of the marketing mix.
 Link mix elements to specific marketing activities.
 Students can describe the concept of cause marketing.
 Apply the concept of cause marketing to the marketing mix.

Assignments

Items to be Completed: Due No Later Than:

Post an introduction to the class Thursday 11:59 PM EST/EDT

Post an initial response to the discussion question Thursday 11:59 PM EST/EDT

Post responses to at least two classmates Sunday 11:59 PM EST/EDT

Module 2 The Marketing Environment

Objectives When you complete this module, you should be able to:

 Students can identify and describe the major elements of the
marketing environment.

 Apply the correct environmental element to a given current event or
business case.

 Students will be able to describe the SMART model for objectives.
Students will be able to use the SMART Model to develop objectives.

 Students can apply the concepts of corporate social responsibility to
firms and their marketing strategies and tactics.

 Students will be able to relate CSR and marketing ethics to Saint Leo
Core Values

Assignments

Items to be Completed: Due No Later Than:
Post an initial response to the discussion question Thursday 11:59 PM EST/EDT
Post responses to at least two classmates Sunday 11:59 PM EST/EDT

Complete Quiz 1 Sunday 11:59 PM EST/EDT

Module 3 Research

Objectives When you complete this module, you should be able to:

 Describe the marketing research process to include research
questions, primary and secondary data and sampling and apply the
process to a given product.

 Describe key elements in product development including product
lifecycle and be able to place a give product on the lifecycle curve.

 Describe the concept of a SWOT analysis and be able to develop a
SWOT for a given product or firm.

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 Discuss the key elements of big data including collection methods,
applications and ethical considerations.

Assignments

Items to be Completed: Due No Later Than:
Post an initial response to the discussion question Thursday 11:59 PM EST/EDT
Post responses to at least two classmates Sunday 11:59 PM EST/EDT

Submit the Marketing Plan: Product Description Sunday 11:59 PM EST/EDT

Module 4 Segmentation and Globalization

Objectives When you complete this module, you should be able to:

 Describe the process of market segmentation to include the four key
methods of segmenting a market and be able to segment a market for
a given product.

 Identify the major distinctions between B2B and B2C markets and be
able to develop a B2B marketing activity.

 Identify the key elements in global marketing to include culture,
standardization/customization, ethical considerations and market
entry and apply each to a given product.

Assignments

Items to be Completed: Due No Later Than:
Post responses to at least two classmates Sunday 11:59 PM EST/EDT

Submit the Marketing Plan: SWOT Analysis Sunday 11:59 PM EST/EDT

Complete Quiz 2 Sunday 11:59 PM EST/EDT

Course Schedule:

Module 5 Branding

Objectives When you complete this module, you should be able to:

 Describe the concept of a brand, distinguish between identity and
image and develop a marketing activity that supports the desired
image.

 Identify the four major influences on the consumer buying process
and apply those to a given product.

 Describe the concept of a supply chain and be able to apply the
upstream and downstream participants to a specific product category.

Assignments

Items to be Completed: Due No Later Than:
Post an initial response to the discussion question Thursday 11:59 PM EST/EDT
Post responses to at least two classmates Sunday 11:59 PM EST/EDT

Submit the Marketing Plan: Segmentation Sunday 11:59 PM EST/EDT

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Course Schedule:

Module 6 Pricing

Objectives When you complete this module, you should be able to:

 Identify the major forms of pricing and be able to select the correct
tactic for a given product.

 Describe the concept of elasticity, why it is important to marketers and
be able to calculate the coefficient.

 Calculate the breakeven point for a product and discuss how BE
impacts marketing decisions.

Assignments

Items to be Completed: Due No Later Than:
Post an initial response to the discussion question Thursday 11:59 PM EST/EDT
Post responses to at least two classmates Sunday 11:59 PM EST/EDT

Complete Pricing Quiz Sunday 11:59 PM EST/EDT

Module 7 IMC

Objectives When you complete this module, you should be able to:

 Identify and define the major parts of the IMC mix. Correlate a given
activity to the correct part of the mix.

 Be able to develop an IMC activity appropriate for a specific product
or company.

 Discuss the current issues in social media to include earned vs. paid
media, data collection, promotional value and ethical/legal
considerations. Apply the appropriate SM channel and content to a
given product and/or segment.

Assignments

Items to be Completed: Due No Later Than:
Post an initial response to the discussion question Thursday 11:59 PM EST/EDT
Post responses to at least two classmates Sunday 11:59 PM EST/EDT

Submit the Marketing Plan: IMC Sunday 11:59 PM EST/EDT

Complete Quiz 3 Sunday 11:59 PM EST/EDT

Module 8 Course Review

Objectives When you complete this module, you should be able to:

 Summarize the major topics discussed in the course and be able to
demonstrate a proficiency in each in the context of an exam.

Assignments

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Items to be Completed: Due No Later Than:

Post an initial response to the discussion question Thursday 11:59 PM EST/EDT
Post responses to at least two classmates Sunday 11:59 PM EST/EDT

Submit the Marketing Plan Presentation Sunday 11:59 PM EST/EDT

Submit the Marketing Plan Sunday 11:59 PM EST/EDT

Complete the Final Quiz Sunday 11:59 PM EST/EDT