MKT 421 Complete Course
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Thursday, 30 July 2015

MKT 421 Complete Course

MKT 421 Complete Course
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MKT 421 Week 1 Favorite Brand Paper

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.

 MKT 421 Week 2 Marketing Mix Presentation

Select a company currently experiencing marketing changes.

Create a 6-8 slide Microsoft® PowerPoint® presentation (including a title slide) that analyzes that company's marketing mix:
  • Each of the four P's should be addressed on its own slide.
  • The final slide should analyze the changes this company is experiencing and the driving forces behind the changes.
  • Use the Wall Street Journal articles in the University Library to facilitate your research of the company.  To do so, access the University Library, go to Find Publication, type in Wall Street Journal and then company you are researching. 

MKT 421 Week 2 Personal Branding Plan Paper

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 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.

MKT 421 Week 3 Perceptual Map Presentation

Review "perceptual mapping" located on the Week 2 ERR page.
 Review the example perceptual map in Exhibit 4-14 in Ch. 4 of Basic Marketing.
 Select an industry with many competitors.
 Select two key variables that segment the competition.
 Complete a perceptual map that includes a minimum of 10 competitors from that same industry. Explain why you placed each competitor on its particular spot on the map.
 Use the MarketLine database in the University Library to facilitate your research of the company.
 Create a 10- to 15-slide Microsoft® PowerPoint® presentation with your map and competitor explanations. Include a summary slide at the beginning of your presentation.

MKT 421 Week 3 Strategy and Positioning Paper

Select a new product or service that will be launched by either an existing organization or one you will create. This product or service will serve as the basis for the Marketing Plan you will write throughout the course.
 Obtain your instructor's approval of your product or service before beginning this project.
 Write a 2,800- to 3,500-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 analysis.
 Format your paper consistent with APA guidelines.

MKT 421 Week 4 Blue Ocean Strategy Paper

Write a 700- to 1,050-word paper that describes the importance of blue ocean strategy and identifies a product or service that would be considered a blue ocean move. Include the following:
  • A description of blue ocean strategy and its importance
  • A product or service that might be considered a blue ocean move and why
  • An alternative red ocean move for the same product or service along with the pros and cons of that strategy
Format your paper consistent with APA guidelines

MKT 421 Week 4 Product, Pricing, and Channels Paper

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.

MKT 421 Week 5 Map the Supply Chain Paper

Select an industry (be sure not to choose the shoe industry used in the example below and also do not cut and paste the example below for another retail industry. I need to see your own work here).

Write a 700- to 1,050-word paper that identifies each link in the supply chain and the purpose and value in each. For example, if the shoe industry were to be chosen, the supply chain might look something like:
Manufacturer
  • plans the product mix
  • designs the shoes
  • determines the materials
  • makes the shoes
  • advertises the shoes
  • ships in bulk to middlemen
 Distributor
  • receives shipment from manufacturer
  • establishes relationships with retailers
  • extends credit to retailers
  • breaks down from bulk quantities to smaller cases
  • ships product to retailers
Retailer
  • displays the shoes
  • advertises to drive consumers into the store
  • determines product selection
  • pays salespeople to help the consumer decide
  • processes the transaction
  • transfers possession to the consumer

MKT 421 Week 5 Final Marketing Plan and Presentation

Combine your Strategy and Positioning and Product, Pricing, and Channels papers along with your promotional strategy into a single Marketing Plan.
 Write a 5,950- to 7,000-word paper (this includes the word count from your Week 3 and Week 4 submissions, so you are looking at about 1,750 - 2,250 new words in Week 5) that integrates your previous Learning Team assignments into a final Marketing Plan. In addition to your previous papers, include the following:
  • Your promotional strategy for your product or service, including how you may use the following:
    • Advertising
    • Public relations
    • Digital marketing
    • Sales promotion
    • Direct marketing
    • Event marketing
    • Outdoor
  • The effect professional selling may have on your offering
  • An initial budget for your plan
  • The methods you use will measure the success of your plan
  • Any ethical issues your marketing plan might have
Prepare a 15- to 20-minute oral presentation (since you are not able to provide an oral presentation, please use the speaker notes on each slide to review what your team would be saying in conjunction with the slide) accompanied by a 15-20-slide Microsoft® PowerPoint®presentation illustrating your Marketing Plan.
 Format your paper and presentation consistent with APA guidelines.

MKT 421 Complete Course
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