Week 1 Lecture
Chapter 1 of the course text, Principles of Marketing
APA Reference for Course Text
The following reference is formatted according to APA 7th edition. You can use it for your discussion posts along with any assignments where the course text is cited:
White, S. (2012). Principles of marketing. Bridgepoint Education, Inc.
Here’s the scenario: A new 5-week Marketing Manager internship has opened up at each of the organizations listed below. Based on your past accomplishments (and that awesome business card), they all want you. The internship involves researching your employer’s current marketing efforts and then creating a marketing plan for a new product or service that you dream up. So the question is: Who would you choose to work for and why?
Your choices span many categories as well as marketing approaches. Website links are provided so you can learn more before making a decision. You will be working with this brand throughout the course, so choose carefully:
Uber (Links to an external site.)
Create a discussion post that includes the information below:
Include the brand you’ve selected from the list above to do your marketing internship with.
Evaluate the four utilities of customer value for the brand you chose and explain the reasons you selected the brand.
Provide a link to a representative tweet from your brand that you believe captures its unique selling proposition (USP).
Using your textbook, define what constitutes a USP in your own words.
How would you describe your brand’s USP?
How is USP reflected in your chosen tweet?
Analyze the three main aspects of Kotler’s Marketing 3.0 proposition for your brand:
Customers’ demand for engagement and collaboration
The globalization paradox
The drive for self-actualization
Be sure to use subject headers for each of the questions asked.
Review the Level Heading section of Introduction to APA (Links to an external site.) resource from the Writing Center for more information.
Your initial post must be at least 350 words.
Be sure to properly cite your textbook and at least one scholarly or credible resource in APA Style as outlined in the Writing Center’s APA: Citing Within Your Paper (Links to an external site.) guide. Refer to the Scholarly, Peer-Reviewed, and Other Credible Sources (Links to an external site.) table for additional guidance on source types.
Respond to at least three of your fellow marketers by Day 7 (Monday).
How are your rationales, USPs, and sample tweets similar or different?
Try to respond to those who do not yet have three replies.
You are encouraged to post your required replies earlier in the week to promote more meaningful discussion and collaboration between you and your fellow marketers.