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Schedule

The schedule below outlines the topics we will be covering in this course, along with the associated time frames and assignments.

Note that all dates reflect North American eastern time (ET). This ensures that all students have the same deadlines regardless of where they live. All lesson assignments must be submitted by 11:59 PM (ET) on the last day of the timeframe indicated below for the lesson unless otherwise stated. Discussion forum first posts are due Thursday of the lesson week assigned.

Lesson 1: Introduction to Marketing / Ethics
Readings:

Textbook

  • Chapter 1: Creating Customer Relationships and Value Through Marketing
Assignments:
  • Complete the Academic Integrity Module (required)
  • Task 1.a. Quiz | Lesson 1 | Due: Thursday
  • Task 1.b. Flip Discussion Forum | Class Introduction 
  • Task 1.c. Marketing Job Reflection
Lesson 2: Strategic Planning
Readings:

Textbook

  • Chapter 2: Developing Successful Organizational and Marketing Strategies
Assignments:
  • Task 2.a. Quiz | Lesson 2 | Due: Thursday.
  • Task 2.b. Flip Discussion | Competitive Advantage
  • Task 2.c. Group Project | Team Selection
Lesson 3: Marketing Environment
Readings:

Textbook

  • Chapter 3: Understanding the Marketing Environment, Ethical Behavior, and Social Responsibility
Assignments:
  • Task 3.a. Quiz | Lesson 3 | Due: Thursday
  • Task 3.b. Individual Assignment | Environmental Scan Analysis
  • Task 3.c. Group Project | History and Mission Statement
Lesson 4: Consumer Behavior
Readings:

Textbook

  • Chapter 4: Understanding Consumer Behavior
Assignments:
  • Task 4.a. Quiz | Lesson 4 | Due: Thursday
  • Task 4.b. Flip Discussion | Consumer Behavior
  • Task 4.c. Group Project: Situational Analysis
Lesson 5: Marketing Research Concepts
Readings:

Textbook

  • Chapter 7: Marketing Research: From Customer Insights to Actions
Assignments:
  • Task 5.a. Quiz | Lesson 5 | Due: Thursday
  • Task 5.b. Flip Discussion |  Target Analytics
  • Task 5.c. Group Project | SMART Objectives
Lesson 6: Market Segmentation, Targeting, and Positioning 
Readings:

Textbook

  • Chapter 8: Market Segmentation, Targeting, and Positioning
Assignments:
  • Task 6.a. Quiz | Lesson 6 | Due: Thursday
  • Task 6.b. Individual Assignment | Segmentation, Targeting, and Positioning Analysis
Lesson 7: Product - Developing New Products and Services
Readings:

Textbook

  • Chapter 9: Developing New Products and Services
Assignments:
  • Task 7.a. Quiz | Lesson 7 | Due: Thursday
  • Task 7.b. Flip Discussion | New Product Development 
  • Task 7.c. Group Project | Segmentation, Targeting, and Positioning
Lesson 8: Product - Managing Products, Services and Brands
Readings:

Textbook

  • Chapter 10: Managing Successful Products, Services, and Brands
Assignments:
  • Task 8.a. Quiz | Lesson 8 | Due: Thursday
  • Task 8.b. Flip Discussion | Branding and Brand Loyalty 
  • Task 8.c. Group Project | Consumer Research
Lesson 9: Price - Pricing Concepts
Readings:

Textbook

  • Chapter 11: Pricing Products and Services
Assignments:
  • Task 9.a. Quiz | Lesson 9 | Due: Thursday
  • Task 9.b. Flip Discussion | Pricing Strategy
  • Task 9.c. Group Project | Product Decisions
Lesson 10: Place - Marketing Channels and Supply Chains
Readings:

Textbook

  • Chapter 12: Managing Marketing Channels and Supply Chains
Assignments:
  • Task 10.a. Quiz | Lesson 10 | Due: Thursday
  • Task 10.b. Flip Discussion |  Distribution
  • Task 10.c. Group Project | Pricing Strategy
Lesson 11: Place - Retailing and Wholesaling
Readings:

Textbook

  • Chapter 13: Retailing and Wholesaling
Assignments:
  • Task 11.a. Quiz | Lesson 11 | Due: Thursday
  • Task 11.b. Flip Discussion | Retailing
  • Task 11.c. Group Project | Distribution
Lesson 12: Promotion - Integrated Marketing Communications
Readings:

Textbook

  • Chapter 15: Integrated Marketing Communications and Direct Marketing
Assignments:
  • Task 12.a. Quiz | Lesson 12 | Due: Thursday.
  • Task 12.b. Discussion Forum |  IMC Campaign
Lesson 13: Promotion - Advertising, Sales Promotion and Public Relations
Readings:
Textbook
  • Chapter 16: Advertising, Sales Promotion, and Public Relations
Assignments:
  • Task 13.a. Quiz | Lesson 13 | Due: Thursday
  • Task 13.b. Flip Discussion |  Great Advertising
  • Task 13.c. Reflection |  Apple's 1984 Ad
Lesson 14: Promotion - Personal Selling and Direct Marketing
Readings:Textbook
  • Chapter 18: Personal Selling and Sales Management 
  • Chapter 15: Integrated Marketing Communications and Direct Marketing (just the section titled "Direct Marketing")
Assignments:
  • Task 14.a. Quiz | Lesson 14 | Due: Thursday.
  • Task 14.b. Flip Discussion | Are you a Salesperson?.
  • Task 14.c. Reflection | Alumni Spotlight
Lesson 15: Social Media Marketing
Readings:

Textbook
Assignments:
  • Task 15.a. Quiz | Lesson 15 | Due: Thursday
  • Task 15.b. Flip Discussion |  Social Media
Final Exam Period - Project Due
Readings:

None
Assignments:
  • Task 15.c. Group Project | IMC Campaign and Essay (FINAL)

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