MKT 301- Discussion 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.
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 16% (8 x 2% each)
Marketing Plan 40%
Plan Presentation 10%
Peer Evaluation 8%
Quizzes (3) 9% (3 x 3% each)
Final Exam 17%
Students in Online Classes 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. Each opening post is expected to be no less than 300 words. Each response (2) is expected to be no less than 150 words.
Students in ground-based classes will be expected to take an active role and fully participate. Students should come prepared to take an active role in classroom discussions, initiate and answer questions and contribute to in-class exercises and activities.
The Marketing Plan is the primary project and assessment for the course. This is a group activity and you will be assigned by your instructor to a team of 3-5 students. The project follows the course week wise content and includes no less than six components (Product, SWOT, Segmentation, Pricing, Supply Chain, IMC). Students will be provided with a supplemental guide for the project, which includes component specific instructions and in some cases, examples.
Individual Peer Evaluation. In Module 7 you will be required to assess your contribution and that of your team mates to the Marketing Plan Project. You will be provided with a format for doing so.
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 such as Zoom as is available and approved.
You will have three 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
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.
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
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 and Supply Chain for your Marketing Plan
Sunday 11:59 PM EST/EDT
Complete Quiz 3
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
Submit the Marketing Plan Presentation
Sunday 11:59 PM EST/EDT
Complete the Peer Assessment for the group project
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
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
Sunday 11:59 PM EST/EDT
Complete the Final Exam
Sunday 11:59 PM EST/EDT
1
1
MKT301 Master_Lax_062020 1
MKT301 Master_Lax_062020
1
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 additi
onal 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 withi
n 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; prom
ote
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 mis
sion, vision, and goals.
Evaluation:
Weekly Discussions 16
%
(8 x 2% each)
Marketing Plan 40%
Plan Presentation 10%
Peer Evaluation 8%
Qui
zzes (3
) 9
%
(3 x 3% each)
Final Exam 17
%
MKT301 Master_Lax_062020 1
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 16% (8 x 2% each)
Marketing Plan 40%
Plan Presentation 10%
Peer Evaluation 8%
Quizzes (3) 9% (3 x 3% each)
Final Exam 17%