Week1 May, 12 - May, 18 Defining Marketing and Consumer Behavior 1.1 Explain the marketing mix and the marketing concept. 1.2 Identify the key trends that are driving change in marketing practices. 1.3 Explain factors that influence consumer purchasing decisions. 1.4 Analyze how organizations build strong customer relationships and customer value through marketing. 1.5 Evaluate the importance of personal branding. Objectives/Competencies Required Learning Activities • Basic Marketing, Ch. 1 • Basic Marketing, Ch. 5 • Basic Marketing, Ch. 6 • Student Resource Websites Watch the video on the Student Resources Guide website. Click on each of the resources located on the left-side bar of the Student Resources Guide website to learn more Instructions about each. Review the research materials located on the Your Businessweek Access to Current Events website. Student Resources Guide website Your Businessweek Access to Current Events website Support Material • Phoenix Career Services Website: Personal Branding Resources Read the introductory text on the Phoenix Career Services website, including the My Career Plan Student Guide. Set a target completion date for the following two Personal Branding tasks: • Manage Your Career • Market Yourself Phoenix Career Services website My Career Plan Student Guide Support Material Instructions • Product and Organization Brainstorm Each Learning Team will write a marketing plan for a new product or service launched either by an existing organization, or one that you create. Each week, you work on a portion of the marketing plan. This will culminate in a final marketing plan and presentation in Week 5. Brainstorm ideas for your product or service, and the respective organization. Create a list of your ideas to present to your Learning Team members in Week 2. Instructions • Building a Relationship with Your Customers Watch "Buidling a Relationship with Your Customers" video. Building a Relationship with Your Customers Support Material Instructions • The Four P's This is a critical element to the entire course. Watch "The Four P's: Marketing Strategies" video. "The Four P's: Marketing Strategies" Support Material Instructions • Understanding the Job Watch "Clayton Christensen: Milkshakes - Understanding the Job" video. "Clayton Christensen: Milkshakes - Understanding the Job" Support Material Instructions • Develop Your Personal Brand Identity Watch "Develop Your Personal Brand Identity" video. "Develop Your Personal Brand Identity" Support Material Instructions • Week 1 Electronic Reserve Readings Assignments See the student website for additional recommended learning activities that may help you learn this week's concepts. Title Type Due Points Week 1 Participation Instructions: Participate in class discussion. Individual May 18, 2015 11:59 PM 3 Favorite Brand Paper Instructions: Write a 700- to 1,050-word paper in which you identify your favorite brand and explain why it is your favorite. In the paper you should d.

1. Week1 May, 12 - May, 18
Defining Marketing and Consumer Behavior
1.1 Explain the marketing mix and the marketing concept.
1.2 Identify the key trends that are driving change in marketing
practices.
1.3 Explain factors that influence consumer purchasing
decisions.
1.4 Analyze how organizations build strong customer
relationships and customer value through marketing.
1.5 Evaluate the importance of personal branding.
Objectives/Competencies
Required Learning Activities
• Basic Marketing, Ch. 1
• Basic Marketing, Ch. 5
• Basic Marketing, Ch. 6
• Student Resource Websites
Watch the video on the Student Resources Guide website.
Click on each of the resources located on the left-side bar of the
Student Resources Guide website to learn more
Instructions
about each.
Review the research materials located on the Your
Businessweek Access to Current Events website.
Student Resources Guide website
Your Businessweek Access to Current Events website
Support Material
• Phoenix Career Services Website: Personal Branding
Resources
Read the introductory text on the Phoenix Career Services
website, including the My Career Plan Student Guide.
Set a target completion date for the following two Personal
Branding tasks:
• Manage Your Career
• Market Yourself

2. Phoenix Career Services website
My Career Plan Student Guide
Support Material
Instructions
• Product and Organization Brainstorm
Each Learning Team will write a marketing plan for a new
product or service launched either by an existing
organization, or one that you create.
Each week, you work on a portion of the marketing plan. This
will culminate in a final marketing plan and presentation
in Week 5.
Brainstorm ideas for your product or service, and the respective
organization.
Create a list of your ideas to present to your Learning Team
members in Week 2.
Instructions
• Building a Relationship with Your Customers
Watch "Buidling a Relationship with Your Customers" video.
Building a Relationship with Your Customers
Support Material
Instructions
• The Four P's
This is a critical element to the entire course.
Watch "The Four P's: Marketing Strategies" video.
"The Four P's: Marketing Strategies"
Support Material
Instructions
• Understanding the Job
Watch "Clayton Christensen: Milkshakes - Understanding the
Job" video.
"Clayton Christensen: Milkshakes - Understanding the Job"
Support Material
Instructions
• Develop Your Personal Brand Identity
Watch "Develop Your Personal Brand Identity" video.
"Develop Your Personal Brand Identity"

3. Support Material
Instructions
• Week 1 Electronic Reserve Readings
Assignments
See the student website for additional recommended learning
activities that may help you learn this week's concepts.
Title Type Due Points
Week 1 Participation
Instructions:
Participate in class discussion.
Individual May 18, 2015 11:59 PM 3
Favorite Brand Paper
Instructions:
Write a 700- to 1,050-word paper in which you identify your
favorite
brand and explain why it is your favorite. In the paper you
should do the
following:
• Identify a brand about which you are passionate.
• Explain a minimum of three reasons why you are passionate
about
this brand.
• Respond to the following questions:
• Is the company successful in building loyal customer
relationships
across different groups?
• Why or why not?
• Identify at least two other competitors in the same industry,
and
explain why you prefer your selected brand over the
competitors.
Cite a minimum of three sources from popular media
(magazines,
newspaper, and online media) that illustrate your points.
Format your paper consistent with APA guidelines.
SupportingMaterial:Writing and Style Guidelines (APA)New

4. APA Paper
Template: 300-499
Individual May 18, 2015 11:59 PM 5
Week2 May, 19 - May, 25
Strategic Planning and Positioning
Tasks
2.1 Identify the components of an effective marketing plan.
2.2 Conduct a SWOT and competitive analysis.
2.3 Apply the market research process in discovering and
answering business questions.
2.4 Apply a segmentation model to create a target market and
develop a positioning statement.
Objectives/Competencies
Required Learning Activities
• Basic Marketing, Ch. 2
• Basic Marketing, Ch. 3
• Basic Marketing, Ch. 4
• Basic Marketing, Ch. 7
• Basic Marketing, Ch. 18
• Favorite Brand Discussion

5. Discuss the following as a class or in small groups:
• What is your favorite brand? Why?
Instructions
• Complete the Learning Team Charter.
• What are some of the factual-based reasons
• What are some of the emotional-based reasons?
• Product and Organization Selection and Approval
Each Learning Team will write a marketing plan for a new
product or service launched either by an existing
organization, or one that you create.
Each week, you work on a portion of the marketing plan. This
will culminate in a final marketing plan and presentation
in Week 5.
Select the new product or service that is being launched and the
organization that will be launching it.
Submit the team's selected product or service and organization
to your facilitator for approval by posting a response to
this activity thread.
Note: You will begin using this product or service and
organization beginning in Week 3.
Product and Organization Brainstorm
Support Material
Instructions
• Research and Discussion
Identify questions that will need to be answered through
primary research.
Begin researching answers to the questions your team identifies
for the Week 3 Learning Team assignment.
Review your research to identify key trends and environmental
issues.
Strategy and Positioning Paper
Support Material
Instructions
• The Five Competitive Forces That Shape Strategy
Read "The Five Competitive Forces That Shape Strategy"
article.

6. Watch "The Five Competitive Forces That Shape Strategy"
video.
“The Five Competitive Forces That Shape Strategy”
Support Material
Instructions
• Target: Inside the Bullseye
Watch "Target: Inside the Bullseye" video.
"Target: Inside the Bullseye"
Support Material
Instructions
• Positioning
Watch"Positioning: The Mind of a Leader 2" video.
"Positioning: The Mind of a Leader 2"
Support Material
Instructions
• Marketing Research and Segmentation
Watch "Marketing Research and Segmentation" video.
"Marketing Research and Segmentation"
Support Material
Instructions
• Week 2 Electronic Reserve Readings
Assignments
See the student website for additional recommended learning
activities that may help you learn this week's concepts.
Title Type Due Points
Week 2 Participation
Instructions:
Participate in class discussion.
Individual May 25, 2015 11:59 PM 3
Personal Branding Plan Paper
Instructions:
Write a 700- to 1050-word paper that does the following:
• Summarizes your background and what makes you unique in a
1-
paragraph elevator pitch
• Identifies 3 to 4 companies you want to work for, and an

7. explanation
as to why
• Identifies the best methods for contacting those companies and
engaging those who might influence the hiring decision
Format your paper consistent with APA guidelines.
SupportingMaterial:Writing and Style Guidelines (APA)New
APA Paper
Template: 300-499
Individual May 25, 2015 11:59 PM 5
Marketing Mix Presentation
Please use attached matrix to complete this assignment.
Instructions:
You must use researched information from at least three
different sources for this assignment. Complete the chart
attached in
which you describe the characteristics of each of the marketing
mix
elements (product, price, place, and promotion) for the specific
geographic business you select. You must use a DAY SPA
SERVICE
and you must use the LOCATIONS in the matrix. In addition,
describe
how the marketing mix demonstrates the organization's
marketing strategy and tactics, and have they adapted to the
local demographics. What did you find significant that
differentiates
each organization?
Be sure to tell us who the organization is and why they
segmented this
way.
[APA references required for the web sites you searched.]
SupportingMaterial:Marketing Mix Spa Research Chart
Individual May 25, 2015 11:59 PM 5

8. Week3 May, 26 - Jun, 01
Product and Pricing Strategies
3.1 Explain the product life cycle and the objectives and
strategies for each stage.
3.2 Apply a product development decision process to a new
product or service launch.
3.3 Identify the factors that affect a firm’s pricing decisions.
3.4 Evaluate pricing strategies and programs for setting and
adapting the price of a new product or service.
Objectives/Competencies
Required Learning Activities
• Basic Marketing, Ch. 8
• Basic Marketing, Ch. 9
• Basic Marketing, Ch. 16
• Basic Marketing, Ch. 17
• Steve Jobs
Watchthe "CNBC Titans: Steve Jobs" video.
"CNBC Titans: Steve Jobs"
Support Material
Instructions
• Creating Objects That Tell Stories
Watch the "TEDTalks: Yves Behar--Creating Objects that Tell
Stories" video.
“TEDTalks: Yves Behar—Creating Objects that Tell Stories”
Support Material
Instructions
• A Mother of Invention
Watch the "A Mother of Invention: Columbia Sportswear CEO
Gert Boyle" video.
"A Mother of Invention: Columbia Sportswear CEO Gert Boyle"
Support Material
Instructions

9. • Ch. 8 Business Product Interactive Exercise
Read the Business Product Interactive Exercise Instructions.
Complete the Business Product Interactive Exercise.
Business Product Interactive Exercise Instructions
Business Product Interactive Exercise
Support Material
Instructions
• Basic Marketing, Ch. 9 Adoption Interactive Exercise
Read the Adoption Interactive Exercise Instructions.
Complete the Adoption Interactive Exercise.
Adoption Product Interactive Exercise Instructions
Adoption Interactive Exercise
Support Material
Instructions
• Basic Marketing, Ch. 16 Pricing Policies Interactive Exercise
Read the Pricing Policies Interactive Exercise Instructions.
Complete the Pricing Policies Interactive Exercise.
Pricing Policies Interactive Exercise Instructions
Pricing Policies Interactive Exercise
Support Material
Instructions
• Basic Marketing, Ch. 17 Break-even Interactive Exercise
Read the Break-Even Interactive Exercise Instructions.
Complete the Break-Even Interactive Exercise.
Break-even Interactive Exercise Instructions
Break-even Interactive Exercise
Support Material
Instructions
• Week 3 Electronic Reserve Readings
Assignments
See the student website for additional recommended learning
activities that may help you learn this week's concepts.
Title Type Due Points
Week 3 Participation
Instructions:
Participate in class discussion.

10. Individual Jun 01, 2015 11:59 PM 3
Strategy and Positioning Paper
Instructions:
Use the new product or service that will be launched by either
an
existing organization or one you will create. This product or
service was
selected in Week 2 and instructor approval should have been
obtained
prior to Week 3. You will use this product or service for this
assignment
and those in future weeks.
Write a 2,500- to 3,000-word paper that includes the following:
• An overview of the organization
• A description of the product or service
• A SWOT analysis of the organization and offering
• A competitive analysis of the organization and offering using
Porter's
five competitive forces model
• The criteria you will use to segment your market and select
your
target market including geographic, demographic,
psychographic, and
behavioral factors
• A description of your target market
• Needs that cause your target market to buy including
emotional and
logical drivers
• A written positioning statement that identifies:
• Your target market
• The needs that drive purchase
• Your organization's industry category
• How your organization solves the target's needs
• Your organization's competition
• What makes your organization different from its competition
Include sources of secondary research that support your

11. analysis.
Format your paper consistent with APA guidelines.
SupportingMaterial:Research and DiscussionStrategy and
Positioning
Paper Grading GuideWriting and Style Guidelines (APA)New
APA
Paper Template: 300-499Product and Organization Selection
and
Approval
Learning
team
Jun 01, 2015 11:59 PM 10
Demographic and Psychographic Perceptual Segmentation
Please use the attached matrix to complete this assignment.
Instructions:
Marketers use individual characteristics to divide their
customer audience into segments. The most common categories
are demographic and psychographic segments. Demographics
are relatively easy to define and typically include income,
education,
ethnicity, geographic location, employment, etc. Psychographic
can be
a bit more challenging and subject, like social groups, hobbies,
shopping preferences, political persuasions, religious beliefs,
emotional
issues, etc.
Use the attached chart to give us your perceptions of the
consumer
demographic and psychographic behaviors and characteristics
for the
four products or providers listed on the chart.
SupportingMaterial:Basic Marketing, Ch. 4Segmentation Matrix
Individual Jun 01, 2015 11:59 PM 10

12. Week4 Jun, 02 - Jun, 08

13. Distribution and Promotional Strategies
4.1 Describe the different types of organizations that work
together in a supply chain.
4.2 Evaluate the factors that dictate which channel to choose.
4.3 Explain integrated marketing communications.
4.4 Compare the different promotional methods as well as the
advantages and disadvantages of each.
Objectives/Competencies
Required Learning Activities
• Basic Marketing, Ch. 10
• Basic Marketing, Ch. 11
• Basic Marketing, Ch. 12
• Basic Marketing, Ch. 13
• Basic Marketing, Ch. 15
• The Entrepreneurs, Part 2
Watch the "The Entrepreneurs, Part 2: TOMS Shoes and
Frontera Foods" video.
"The Entrepreneurs, Part 2: TOMS Shoes and Frontera Foods"
Support Material
Instructions
• Sprite's Anti-Marketing Marketing Campaign
Watch the "Sprite's Anti-Marketing Marketing Campaign"
segment of the "The Merchants of Cool" video.
"Sprite's Anti-Marketing Marketing Campaign" segment of the
"The Merchants of Cool"
Support Material
Instructions
• Sliced Bread and Other Marketing Delights
Watch the "TEDTalks: Seth Godin--Sliced Bread and Other
Marketing Delights" video.
"TEDTalks: Seth Godin--Sliced Bread and Other Marketing
Delights"
Support Material
Instructions
• Optimizing the Value Chain
Watchthe "Optimizing the Value Chain" video.

14. "Optimizing the Value Chain"
Support Material
Instructions
• Basic Marketing, Ch. 10 Distribution Strategy Interactive
Exercise
Read the Distribution Strategy Interactive Exercise Instructions.
Complete the Distribution Strategy Interactive Exercise.
Instructions
Distribution Strategy Interactive Exercise Instructions
Distribution Strategy Interactive Exercise
Support Material
• Basic Marketing, Ch. 11 Transportation Modes Interactive
Exercise
Read the Transportation Modes Interactive Exercise
Instructions.
Complete the Transportation Modes Interactive Exercise.
Transportation Modes Interactive Exercise Instructions
Transportation Modes Interactive Exercise
Support Material
Instructions
• Basic Marketing, Ch. 12 Retail Outlets Interactive Exercise
Readthe Retail Outlets Interactive Exercise Instructions.
Completethe Retail Outlets Interactive Exercise.
Retail Outlets Interactive Exercise Instructions
Retail Outlets Interactive Exercise
Support Material
Instructions
• Basic Marketing, Ch. 13 AIDA Interactive Exercise
Read the AIDA Interactive Exercise Instructions.
Complete the AIDA Interactive Exercise.
AIDA Interactive Exercise Instructions
AIDA Interactive Exercise
Support Material
Instructions
• Basic Marketing, Ch. 15 Promotion Planning Interactive
Exercise

15. Read the Promotion Planning Interactive Exercise Instructions.
Complete the Promotion Planning Interactive Exercise.
Promotion Planning Interactive Exercise Instructions
Promotion Planning Interactive Exercise
Support Material
Instructions
• Week 4 Electronic Reserve Readings
Assignments
See the student website for additional recommended learning
activities that may help you learn this week's concepts.
Title Type Due Points
Week 4 Participation
Instructions:
Participate in class discussion.
Individual Jun 08, 2015 11:59 PM 3
Product, Pricing, and Channels Paper
Instructions:
Use the product and organization you identified in your Week 3
Strategy and Positioning Paper.
Write a 1,750- to 2,100- word paper that includes:
• A detailed description of the features of your product or
service
including how it solves the needs of your target market
• A description of how your marketing efforts will change with
each
phase in the product life cycle
• The packaging you will use for your product or service and
how it will
add value
• The appropriate pricing strategy for your product or service
and the
price you will set at launch
• The channels of distribution you will use to sell your product
along
with a description of how each channel partner will add value
Format your paper consistent with APA guidelines.

16. SupportingMaterial:Product, Pricing, and Channels Paper
Grading
GuideWriting and Style Guidelines (APA)New APA Paper
Template:
300-499
Learning
team
Jun 08, 2015 11:59 PM 10
Logistics and Distribution
Please use the attached document to complete this assignment.
Instructions:
There are basically five approaches for entering an
international market; usually the choices and risks are very
product dependent. Assume you are a consultant specializing in
global logistics and distribution. There are four clients that are
planning
to expand into an international market (China), each with
different
products. Using the following factors for your choices, pick any
two
clients and complete the attached matrix with your
recommendations
and briefly describe the rationale behind your choices. Use
these
categories for your posting:
Entry Approach: Exporting, Licensing, Management
contracting, Joint
Venture, and Direct Investment.
Shipping Methods: Truck, Rail, Water, Air
Level of Risk: High, Medium, Low
SupportingMaterial:Logistics and Distribution Chart
Individual Jun 08, 2015 11:59 PM 10

17. Week5 Jun, 09 - Jun, 15
Personal Selling, Ethics, and Technology in Marketing
5.1 Identify the role of personal selling in the marketing effort.

18. 5.2 Analyze the role of ethics and social responsibility in
marketing.
5.3 Evaluate technology trends in marketing.
5.4 Identify various digital marketing techniques and channels.
Objectives/Competencies
Required Learning Activities
• Basic Marketing, Ch. 14
• Basic Marketing, Ch. 19
• Basic Marketing, Ch. 20
• The Three Differentiators of a Top Sales Professional
Watch "The Three Differentiators of a Top Sales Professional"
video.
"The Three Differentiators of a Top Sales Professional"
Support Material
Instructions
• Online Marketing Strategies
Watchthe "Online Marketing Strategies" video.
"Online Marketing Strategies"
Support Material
Instructions
• Getting Your App Noticed
Watch the "Getting Your App Noticed" segment of the "Mobile
App Development and Deployment" video.
"Getting Your App Noticed" segment of the "Mobile App
Development and Deployment"
Support Material
Instructions
• The Facebook Obsession
Watchthe "The Facebook Obsession" video.
"The Facebook Obsession"
Support Material
Instructions
• Green Marketing
Watch the "Green Marketing: How Green Is It?" video.
"Green Marketing: How Green Is It?"
Support Material

19. Instructions
• Basic Marketing, Ch. 19 Cross-Functional Decision-Making
Interactive Exercise
Read the Cross-Functional Decision-Making Interactive
Exercise Instructions.
Complete the Cross-Functional Decision-Making Interactive
Exercise.
Cross-Functional Decision-Making Interactive Exercise
Instructions
Cross-Functional Decision-Making Interactive Exercise
Support Material
Instructions
• Basic Marketing, Ch. 20 Marketing Cost Interactive Exercise
Read the Marketing Cost Decision-Making Interactive Exercise
Instructions.
Complete the Marketing Cost Interactive Exercise.
Marketing Cost Interactive Exercise Instructions
Marketing Cost Interactive Exercise
Support Material
Instructions
• Week 5 Electronic Reserve Readings
Assignments
See the student website for additional recommended learning
activities that may help you learn this week's concepts.
Title Type Due Points
Week 5 Participation
Instructions:
Participate in class discussion.
Individual Jun 15, 2015 11:59 PM 3
Part III Marketing Plan
Instructions:
Write a 2,500- to 3,000-word paper for your Learning Team
assignment. Include the following:
• Your promotional strategy for your product or service,
including how
you may use the following:

20. • Advertising
• Public relations
• Digital marketing
• Social media
• Sales promotion
• Direct marketing
• Event marketing
• Outdoor
• The effect professional selling may have on your offering
• Major marketing items that should be included in a budget for
your
plan
• The methods you use will measure the success of your plan
• Any ethical or cultural issues your marketing plan might have
Format your paper consistent with APA guidelines.
SupportingMaterial:Writing and Style Guidelines (APA)New
APA Paper
Template: 300-499
Learning
team
Jun 15, 2015 11:59 PM 10
Final Examination
Instructions:
Complete the Final Examination. You are allowed one attempt
to
complete the exam, which is timed and must be completed in 3
hours.
Results are auto graded and sent to your instructor.
Individual Jun 15, 2015 11:59 PM 10
Cultural and Ethical Considerations Paper
Instructions:
Select an industry or emerging business. Write a 750- to 1,000-
word
paper that identifies the uniqueness and
challenges for global expansion:
• Understanding cultural differences in both nonverbal and

21. verbal
communications are critical for successful global business
expansion.
• Other external environmental factors, such as political,
regulatory, business customs and practices, and economies, can
also
impact operations.
• Select one country outside the United States and identify and
explain the importance of at least five (5) factors that could
influence
your decision to expand a business into that country.
Format your paper consistent with APA guidelines.
Individual Jun 15, 2015 11:59 PM 10
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