MKT 421 COMPLETE COURSES MKT 421 Week 1 Understanding Marketing and Customer Relationships

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MKT 421 COMPLETE COURSES
MKT 421 Week 1 Understanding Marketing and Customer
Relationships
Purposeof Assignment
Understanding marketing as a multi-step process relying on building successful
customer relationships is essential to helping organizations grow and achieve their
goals. This assignment defines marketing, the customer value proposition, and
creating mutually beneficial relationships between the organization and target, as
well as applies these concepts to the student to create a personal brand.
Assignment Steps
Resources: Week 1 textbook reading, Week 1 video, American Marketing
Association Website, and University Career Center: Crafting Your Image
Scenario: You have just graduated from the University of Phoenix with your
Bachelor’s Degree. You have decided either to seek a promotion at your current
work, explore new career opportunities, or open your own business and are using
your marketing knowledge to position yourself for career growth.
Develop at least a 1,050 word responseto the following using the scenario above:
Provide a definition of marketing from the American Marketing Association.
Define the customer value proposition. Discuss the differences between the
marketing process and advertising, the goals of creating a strong customer value
proposition, and the unique relationship that exists between company and
customer.

Use your workplace, a company you would like to work for, or an entrepreneurial
vision and apply the concepts ofthe customer value proposition and relationship
marketing to their operations. Introduce who the company, or business idea is and
what they do. Provide examples demonstrating how the company uses these
concepts successfully. Are there any ways they can improve in these areas? How?
Determine how your own personal brand links to the organization’s customer value
proposition. Discuss ways you can integrate a customer value propositionand use
relationship marketing to position yourself the best. Please share examples to
illustrate your thoughts and reasoning.
Cite a minimum of two peer-reviewed sources with at least one coming from the
textbook, the Week 1 video, or the University Library. Note: Failure to utilize
these resources will result in severe markdowns.
Format your paper consistent with APA guidelines.
Click the Assignment Files tab to submit your assignment.
MKT 421 Week 2 Learning Team Charter
Overview
In this course, your team will work together to complete a few assignments. This
chartering assignment is designed to help you apply your project management
skills to understand the scopeof your project, then break the project into goals,
tasks, responsibilities, resources, and milestones. The assignment also asks you to
discuss and answer some questions that will lay the foundation for developing your
project.
Beyond the Standard Charter
You will notice that this chartering process goes beyond your standard University
of Phoenix Charter by helping your team create a project plan for team success by
providing you with opportunities to define your deliverables, recognize the

connections between the deliverables and other classroom activities, determine
your timelines and milestones, identify each team member’s expected contribution,
and answer questions that lay the foundation for building your projects.
Putting “I” in “Team”
Important to note is the section for defining learning team expectations related to
participation, collaboration, communication, team contributions, assignment
deadlines, and other considerations. Please take the time to discuss and document
how your team will address each area and any challenges that may arise. It is
important to understand that we are “Putting ‘I’ in ‘Team'”. In short, we will
recognize and reward individuals according to their contributions to team output,
not according to their team membership. This means that individual grades may be
different from the team grade depending on each individual’s contribution to each
team deliverable.
Completing This Assignment
Do the following to complete this assignment:
Review the Charter and Project plan.
Review the weekly Learning Team deliverables.
Complete the provided Learning Team Charter and Project Plan, including the
following: team member contact information, project by week, learning team
expectations, team discussionquestions.
Learning Team Leader submit the assignment for the team.
MKT 421 Week 2 Solving the Problem: Five-Step Marketing
Research Approach Individual Powerpoint/Oral Presentation

The purposeof this assignment is to place students in the active role of a marketing
manager with a problem threatening the organization’s survival. Students will
respond to a specific scenario that requires them to address the concepts both
critically and creatively to solve the scenario’s dilemma.
Assignment Steps
Resources: Marketing:Ch. 2: pg. 40-46, 54-69; Ch. 3: pg. 72-92; Ch. 8: pg. 207-
227; Ch. 9: pg. 242-257; Week 2 video
Scenario: You are the marketing manager for a local nonprofit charity whose
funding is based on membership fees. You’ve noticed a severe drop in new
memberships and a decline in repeat memberships, which is threatening your
organization’s ability to survive and grow. You have decided to implement the
Five-Step Marketing Research Process to help understand the problem and create
solution strategies to implement.
Create a 15 to 20 slide (not counting the cover slide and reference slide)
Microsoft® PowerPoint® presentation with speaker’s notes on the Five-Step
Marketing Research Approachdetailing how you will use each step to solve the
membership issue the local nonprofit charity is facing.
Address the following in your role as marketing manager:
Define the Five-Step Marketing Research Approachand discuss the importance of
research in marketing.
Describe each step of the Marketing Research Approach(one slide for each step)
in detail including its goal, and create an example aligned to the scenario above to
illustrate how that stage would be implemented toward the problem’s solution.
Define the two types of research data this process gathers and their pros and
cons. Share examples of each type that would be useful in solving the scenario.
Compare and contrast the Five-Step Process with two alternative methods for
conducting marketing research. What are the pros and cons of each?

Define what it means to differentiate a service and provide an example to illustrate
how the local nonprofit charity in the scenario can use the strategy to help increase
target market interest.
Explain how differentiation will help position the organization.
Cite a minimum of two peer-reviewed sources with one being from the textbook or
the University Library. Note: Failure to utilize these resources will result in severe
markdowns.
Format your presentation consistent with APA guidelines.
MKT 421 Week 3 Components of a Marketing Plan Part 1: Product,
Target, Strategy Planning, Positioning, and Brand
Marketing plans help coordinate an organization’s departments and activities
toward a mutual benefit between the organization and the consumer. Well thought
out marketing plans contain both internal and external research aimed at
understanding who the customer is, what they want, and any barriers the company
may encounter in meeting customer demands. This research and information
allows the company to create strong strategies and realistic goals. Part 1 of this
two-part learning team assignment is designed to place students in the role of a
company marketing team demonstrating to the CEO and Stakeholders why and
how their new product/serviceshould be launched. This assignment assesses the
company, the target market and product, and identifies potential obstacles a
company may face when deciding to launch a new offering will be identified.
Assignment Steps
Resources: Marketing:Ch. 1: pg. 4-10; Ch. 2: pg. 40-46 and 54-69; Ch. 3: pg. 72-

92; Ch. 11: pg. 292-309; Week 1 video
Scenario: Your team has been chosenby the CEO to lead the development of key
marketing strategies for the marketing plan for your company’s launch of a new
and unique product/service (not already offered). Your marketing team’s mission is
to prove to the board of directors and investors through research, strategy
development, and reasoning, that this product/serviceis viable and will meet the
company’s goals. In this first half of the project, you will be reporting to the board
and CEO about the target, the product’sstrengths, a SWOTT (Strengths,
Weaknesses, Opportunities, Threats and Trends) analysis, and the brand’s position
in the competitive environment.
Create a company name and decide what real business world industry it operates
in.
Create a new and unique (not already offered) productor service the company will
be launching.
Obtain your instructor’s approval for the team’s productorservice before
beginning this project by having the Team Leader private message the instructor
with the following:
Your solicitation should include:
Name and description of the productor service
Name and description of the organization behind the productor service
Why it is of interest to you.
Your assurance that it has sufficient research resources and heft to carry you
through all of the elements, and enables you to demonstrate your knowledge and
gravitas of the course subject matter.
Create at least a 1,450 word report covering the following:
Describe the organization, who are they, what industry they operate in, their
mission and values, as well as what makes them different from other organizations.

Explain your new and unique product/serviceand include packaging, labeling, and
warranty if applicable. How will this add value and differentiate the brand and
productfrom the competition, while encouraging the target market to buy?
Identify your target market and what segmentation criteria you use to identify it.
Prepare a SWOTT analysis.
Identify and describe the top three real business industry competitors for your
company and how your company’s brand is positioned in comparison.
Cite a minimum of three peer-reviewed sources. One must come from the course
textbook or videos and one from the University Library. Note: Failure to utilize
Note: Grades are awarded based upon individual contributions to the Learning
Team assignment. Each Learning Team member receives a grade based upon
his/her contributions to the team assignment. Not all students may receive the same
grade for the team assignment.
MKT 421 Week 3 Mapping the Product Life Cycle (PLC) Learning
Team Powerpoint/Oral Presentation
The ProductLife Cycle (PLC) is a vital componentof the marketing plan.
Monitoring products and services as they flow through this process helps
marketing managers adjust their marketing strategies to keep products and services
thriving for as long as possible. Monitoring this cycle helps companies and
organizations continue to maximize the value of their products and services with
their target over time. The purposeof this assignment is to give students the

opportunity to understand how each stage in the PLC creates a need for adjustment
to marketing strategies and allows students to assess what action(s) need to be
taken.
Assignment Steps
Resources: Marketing:Ch. 1: pg. 4-10; Ch. 2: pg.40-46, 54-69; Ch. 11: pg. 292-
309
Scenario: You currently work as the marketing manager of your favorite
company/organization and manage the success ofone of its products orservices.
Your responsibility is to monitor the stages of the ProductLife Cycle (PLC) and
adjust the marketing strategies as needed for your productto thrive for as long as
possible. At each stage, you assess changes you need to make to the product, price
strategy, as well as competition and profit.
Create a 15 to 20 slide (not counting cover slide or reference slide)
Microsoft® PowerPoint®presentation with speaker’s notes covering the following
criteria:
Develop a slide setting the theme and goals of the presentation.
Define and discuss the PLC conceptand its importance to marketing managers.
Define and discuss what role pricing strategy has in marketing and how marketing
mangers decide what strategy to use.
Describewhat company/organization and product/serviceyou are using.
Create one slide for each of the four stages of the PLC describing the stage and
analyzes the implications each stage may have on price strategy, product,
competition, and profit for your selected product/service. Use the product/service
you selected to illustrate each stage as it is discussed with original examples.
Discuss the reasoning behind why the PLC is important to marketing managers and
share examples of possible implications if it is not monitored.
Cite a minimum of two peer-reviewed sources with one coming from the textbook

or the University Library. Use in-text citations in the presentation slides and
speaker’s notes to demonstrate your research. Note: Failure to utilize these
resources will result in severe markdowns.
Format your presentation consistent with APA guidelines.
MKT 421 Week 4 Components of a Marketing Plan Part 2: Price,
Promotion, Environment, and the Concept to Commercialization
Process
The purposeof this assignment is to continue to have students place themselves in
the role of a marketing research and planning team leader while completing the last
half of the team’s project that was started in Week 3. Students will be researching
and making decisions on price setting, promotion strategies, environmental
forces/scanning, and steps to bringing their company’s productfrom conceptto
commercialization.
Assignment Steps
Resources: Marketing:Ch. 1: pg. 4-10; Ch. 3: pg. 72-92; Ch. 8: pg. 210-223; Ch.
10: pg. 274-281; Ch. 13: pg. 350-352; Chapter 17: pg. 472-475; Ch. 18: pg. 519-
526; Ch. 19: pg. 556-558
Scenario: Using the same “approved”organization and product/service you used in
the Week 3 written learning team assignment and the same scenario, you will be
presenting the following analyses to the board of directors and stakeholders. They

will be using these analyses to make their final decision on how, and if, to launch
your company’s new and unique product/service.
Develop at least a 1,450 word analysis addressing the following:
Conductan environmental scan for your company focusing on which of the five
external forces the company is likely to be impacted by and what actions they will
need to take to overcome them.
Select and describe the price strategy your company will use to launch its
product/service. Why is that strategy the best choice and will it need to be adjusted
over the duration of the ProductLife Cycle (PLC)? Why or why not?
Select four of the following methods and explain how they should be used by your
company. Explain the reasoning why they align best with your target segment and
product:
Advertising
Public relations
Traditional Digital marketing
New Digital marketing techniques (describe)
Sales promotion
Direct marketing
Event marketing
Outdoor
Analyze how your company will implement the New-Product Development
Process (seven stages) to bring your product/service from conceptto
commercialization.
Cite a minimum of three peer-reviewed sources.At least one source should be from
the text and at least one source from the University Library. Note: Failure to utilize

MKT 421 Week 4 Distribution Channel Article Review
A well planned distribution channel system is a key componentof the marketing
mix that helps meet customer demands and achieve company goals. This
assignment will analyze the role channels of distribution have in meeting the needs
of consumers in both a brick and mortar and online retail setting.
Assignment Steps
Resources: University Library article on distribution channels in marketing that is
not more than five years old; Marketing: Ch. 1: pg. 4-10; Ch. 2: pg. 40-46, 54-69;
Ch. 15: pg. 408-420; Ch. 16: pg. 438-447; Week 4 video
Scenario: You work for a newly formed sports apparel company and your manager
has requested you help the company decide on the best distribution strategy to use
for its products. Youhave begun research on the strategies and methods available
by reviewing relevant articles on the topic. Based on your article review, you will
decide what strategy(ies) is/are best and explain the reasoning behind your
conclusion.
Select an article from the University Library that is less than five years old on the
role of distribution channels in marketing.
Composeat least a 1,050 word article review covering the following:
Define what a distribution channel is and discuss why it is important to the
marketing process.

Discuss the differences between direct and indirect distribution channels.
Introduce the article and its author(s) and give a brief summary of its core
message(s).
Analyze the relationship distribution channels have to maintaining a satisfied target
market.
Compare and contrast similarities and differences in distribution strategies for
online versus brick and mortar businesses. Use examples from a company you
admire or your own work life examples to illustrate your points.
Recommend distribution strategy(ies) for the company and what reasoning led you
to conclude this was the best solution.
Cite a minimum of two peer-reviewed sources with one being the article from the
University Library. Note: Failure to utilize these resources will result in severe
markdowns.
MKT 421 Week 5 Signature Assignment: The Entrepreneurial
Marketing Manager
About Your Signature Assignment
Signature/Benchmark Assignments are designed to align with specific program
student learning outcome(s) in your program. Program Student Learning Outcomes
are broad statements that describe what students should know and be able to do
upon completion of their degree. Signature/Benchmark Assignments are graded
with a grading guide or an automated rubric that allows the University to collect
data that can be aggregated across a location or college/school and used for
course/program improvements.

The purposeof this assignment is to assess marketing concepts and situations from
an entrepreneurial manager’s point of view. Concepts and relationships are
discussed with a special focus on aligning one’s ethics and values with their
business actions and understanding the unique differences in marketing strategy
planning for domestic business versus business abroad.
Assignment Steps
Resources: Marketing:Ch. 7: pg. 177-191; Ch. 16: pg. 438-440; Week 5 video
Scenario: Imagine you are an entrepreneur launching a business planning to
operate bothdomestically and abroad. You are currently developing your
marketing plan and strategies.
Develop a 1,050-word analysis addressing the following:
Describe your organization’s mission, vision, and values.
Explain how these values will be aligned to your own personal brand identity,
ethics, and values when doing business, planning strategies, and solving problems.
Discuss at least two concepts from class that are elements of a marketing plan and
are important tools to your entrepreneurial business’ success.Discuss how the
concepts help align the organization’s values with your values. Explain the
reasoning leading to these conclusions.
Select two of the following departments and explain marketing’s role in
coordinating their distinct functions:
Distribution
Customer Service
Advertising and Public Relations
Research and Design
Sales
Operations or Manufacturing

Compare and contrast how culture is likely to impact domestic marketing strategies
versus what the company may encounter when doing business abroad such as
cultural norms, economics, politics, and legal systems.
Explain the actions the company can take to ensure that it evolves with the target at
home and the countries it does business in.
Discuss any emerging marketing trends that may affect your business.
Cite a minimum of two peer-reviewed sources with one being from either the text,
video material, or the University Library.
Format your assignment consistent with APA guidelines.

MKT 421 COMPLETE COURSES MKT 421 Week 1 Understanding Marketing and Customer Relationships

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MKT 421 COMPLETE COURSES MKT 421 Week 1 Understanding Marketing and Customer Relationships