Category: Marketing

Discussion Forum 1 will focus on the following question:
What are the core differences between how industry/business sees the role of marketing and the marketing concept compared to the evolving nature of marketing and its role within the academic literature?
Remember, each post will need to include a reference to an academic article that supports your position and you can only use each academic reference once during the course. [MO 1.1]

Marketing is primarily about connecting products and services with customers who have a want or need for it. It is important to understand the attributes and benefits of the product and how the product satisfies the want or need of the customer. Marketers are tasked with understanding the customers. Communicating with customers is only effective if you know the customer well. With digital marketing, a customer persona is used to understand how best to reach the customer through digital and social media efforts.
Tease Tea has created a great online shopping experience for tea lovers. The company has multiple missions, and one is to benefit the health and wellness of people through their teas. Another is to benefit the planet through responsible sourcing and packaging. Finally, the company strives to benefit women by helping women-owned businesses.
Based on what you have learned, use the following prompts to guide your writing:
Based on the variety of Tease Tea kits, develop a segmentation strategy for Tease Tea. Include demographic, psychographic, behavioral, and geographic segments.
Identify the target market for the Organic Tea Kits, and discuss how you could promote Tease Tea to this audience.
Research Tease Tea’s top competitors. Choose 1 competitor, and develop at least 4 points of differentiation between Tease Tea and the competitor.

Assignment Instructions
Case write-up: Each student will be expected to complete two case write-ups. Students can choose 1 case from the following cases below.
The suggested length of the write up is 2-3 pages (12 point- double spacing) of Word document. However, please focus on addressing the questions in the case and demonstrating the application of key marketing concepts. The points allocated will be based on the quality of the case write-up.
Case Options: Choose one from Nike (Chapter 1), LEGO (Chapter 5), Chase Sapphire (Chapter 6), or Honest Tea (Chapter 18) for your first case write-up.
Notes
Answer all the questions given at the end of the case. Typically, there are 3-4 questions at the end of each case. All the questions need to be answered individually with proper section separation.
Avoid using outside sources if possible. Please try to stick to the information given in the case to answer the questions.
Tie it to your knowledge of the course material.
Demonstrate application of marketing knowledge.
Each case write-up is worth 40 points.
The following rubric will be used for grading the assignment:

Detailed coverage of issues: 20 points
Logical support for answers: 13 points
Demonstrate application of marketing knowledge by providing your recommendation(s)/suggestion(s) to the companies: 5 points
Spelling and grammar: 2 points

Throughout this course, you have learned about the elements of a marketing plan. This assignment will provide you with the opportunity to research the marketing methodology of an existing publicly traded company; using a publicly traded company will provide you with access to a greater amount of information to complete this assignment. As you research this company, apply the theoretical learning from this course.
Include the sections below in your marketing plan.
Introduction: Include a brief introduction of the company.
Competitive Analysis: Who are your company’s competitors, and how is each differentiated? Identify two or three strengths and two or three weaknesses of your company compared to a minimum of two of your company’s competitors.
Marketing Strategies: What are the marketing strategies used by your company in the management of the global customer brand? Use the four Ps in your analysis, which are listed below.
Product: Begin with a theoretical definition of a product. What is the product/service offering by your company? How did the development of these new products affect your company’s marketing strategy?
Place: Begin with a theoretical definition of place. What are the distribution channels used by your company?
Price: Begin with a theoretical definition of price. What is the pricing strategy used by your company?
Promotion: Begin with a theoretical definition of promotion. What are the traditional and digital methods of marketing promotion used by your company? Explain a minimum of three traditional and three digital methods.
Competitive Advantage: Identify whether your company has a competitive advantage in each of the areas of the four Ps. Remember that your company could have a competitive advantage in one area and not in another. Include supporting rationale.
Your submission must be in essay format and use subheadings. You need to include a minimum of five scholarly sources (no blogs, no Wikipedia), and three must be peer-reviewed sources. Your scholarly activity must be at least six pages in length, not counting the title page and references page. APA format is required.

How do Industry 4.0 technologies contribute to marketing analytics and value management? Identify some of the companies that are not doing this. Explain how they could implement Industry 4.0 technologies.
Your journal entry must be at least 200 words in length. No references or citations are necessary.

Throughout this course, you have learned about the elements of a marketing plan. This assignment will provide you with the opportunity to research the marketing methodology of an existing publicly traded company; using a publicly traded company will provide you with access to a greater amount of information to complete this assignment. As you research this company, apply the theoretical learning from this course.
Include the sections below in your marketing plan.
Introduction: Include a brief introduction of the company.
Competitive Analysis: Who are your company’s competitors, and how is each differentiated? Identify two or three strengths and two or three weaknesses of your company compared to a minimum of two of your company’s competitors.
Marketing Strategies: What are the marketing strategies used by your company in the management of the global customer brand? Use the four Ps in your analysis, which are listed below.
Product: Begin with a theoretical definition of a product. What is the product/service offering by your company? How did the development of these new products affect your company’s marketing strategy?
Place: Begin with a theoretical definition of place. What are the distribution channels used by your company?
Price: Begin with a theoretical definition of price. What is the pricing strategy used by your company?
Promotion: Begin with a theoretical definition of promotion. What are the traditional and digital methods of marketing promotion used by your company? Explain a minimum of three traditional and three digital methods.
Competitive Advantage: Identify whether your company has a competitive advantage in each of the areas of the four Ps. Remember that your company could have a competitive advantage in one area and not in another. Include supporting rationale.
Your submission must be in essay format and use subheadings. You need to include a minimum of five scholarly sources (no blogs, no Wikipedia), and three must be peer-reviewed sources. Your scholarly activity must be at least six pages in length, not counting the title page and references page. APA format is required.

How do Industry 4.0 technologies contribute to marketing analytics and value management? Identify some of the companies that are not doing this. Explain how they could implement Industry 4.0 technologies.
Your journal entry must be at least 200 words in length. No references or citations are necessary.

You will create a promoƟonal campaign using one of the following three
opƟons: Email Campaign, Event Campaign, or Social Media Campaign.
Choose one opƟon among these three opƟons appropriate for your assigned
service/topic:
OpƟon 1: Email Campaign
 IdenƟfy List Source: Research and select a reputable source for your email list.
 Determine List Cost: Find out how much it will cost to acquire that email list.
 Define Demographic Criteria: Specify the demographic criteria you will use to target your
audience (review grading rubric requirements, see the Sample Campaign).
 Calculate Reach: EsƟmate the potenƟal reach of your email campaign based on the list
size.
OpƟon 2: Event Campaign
 Select LocaƟon: Choose a venue for your event that aligns with your campaign’s goals.
 Determine Date and Time: Decide when the event will take place.
 EsƟmate Costs: Outline the total costs involved in organizing the event, including venue,
materials, and promoƟons.
 Define Demographic Criteria: IdenƟfy the target demographics relevant to your
topic/service and ensure they are within 3 to 5 miles of the client’s address (review
grading rubric requirements, see the Sample Campaign).
OpƟon 3: Social Media Campaign
 Choose Plaƞorm: Select one social media plaƞorm (e.g., Facebook, TikTok, Instagram,
LinkedIn) for your campaign.
 IdenƟfy Target Demographics: Specify the demographic groups you want to target on
that plaƞorm (review grading rubric requirements, see the Sample Campaign).
 EsƟmate Reach: Research and determine how many users you can potenƟally reach on
your chosen plaƞorm within the client’s physical target area of 3 to 5 miles.
 Calculate Costs: Assess the costs associated with running ads or promoƟons on the
selected social media plaƞorm.

Throughout this course, you will analyze a total of five (5) unique advertisements of your choosing. These may be print advertisements or commercials. For each critique, include a screenshot of the print ad or a link to the commercial, and fully answer these 14 questions here: How to Analyze an Advertisement. Keep in mind you must choose a different advertisement for each critique.
Assignment Submission Requirements
1. Follows specific guidelines for each assignment with regards to content and length
2. Prompt submission per due date and time
3. Typewritten in size 12 font and professional style
4. Double-spaced
5. Professional in appearance
6. Title page which includes course number and name, student name, date of term
7. Follows the provided rubric
All written assignment submissions will be assessed according to APA guidelines (see
APA manual). These include, but are not limited to:
• Refrain from using first person pronouns, clichés, and colloquies.
• All research and statements should be cited appropriately.
• Opinions are only permitted in the recommendations section.
• Proper grammar, punctuation, word use, and sentence structure are essential.
• Maintain a professional tone.

Marketing Plan: Part II (1st Marketing plan attached below)
In this unit, you will continue to build upon your marketing plan for an existing company and a product or service of your choice. For Part II, make certain to include the sections listed below in your marketing plan.
Corporate Social Responsibility, Sustainability, and Ethics Strategy
For this section, explain any governance policies that you will use to be socially responsible and ethical. Identify any aspects of your business model that will create more sustainable operations (with a focus on bettering people, the planet, or profits).
Segmenting, Targeting, Positioning, and Differentiation
Identify the specific segmentation strategies that you will use. Identify your target markets. Incorporate the use of specific demographics and data in your research.
Marketing Strategy
In this section, use the four Ps of marketing to specifically explain your product, price, promotion, and place (or distribution) strategies. Identify any specific competitive advantages that you have for each P that you are using.
Positioning
How do you want your customers to perceive your product or service? What benefits will you offer? What is your sales strategy? Explain whether you will focus on business-to-business (B2B) or business-to-consumer (B2C) markets.
Branding Strategy
What is the branding strategy for your organization? What is the purpose of your b rand? How will you differentiate yourself from domestic and/or international competitors?
Technology and Social Media
Identify any tools that you will use in your promotions, marketing, or advertising. List any tools that you will use for customer relationship management and identify specific social media tools that will be used.
Implementation Plan
Identify tactics and strategies that you will use to implement your marketing plan. Tactics are short-term, and strategies are long-term. Identify specific dates that you will achieve certain action items. Include a chart or graph that disseminates this information in a linear fashion.
Evaluation and Control
How will you evaluate the effectiveness of your marketing plan? How will you follow up with customers? Will you use surveys to track satisfaction, and will you take future actions that are based on customer recommendations?
Conclusion
Include any final thoughts or recommendations that might be pertinent to your marketing plan.