Introduction to Marketing and Strategy Planning
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Introduction to Marketing and Strategy Planning
Sample Syllabus
Sample Lesson
    1. Introduction to Marketing and Strategy Planning
    2. Introduction and Objectives
    3. Lesson Road Map
    4. What is Marketing?
    5. Importance of Customer Satisfaction
    6. The Marketing Concept and Marketing Orientation
    7. Elements of Customer-Driven Marketing Strategy
    8. Four Ps of a Marketing Mix
    9. Competitive Advantage and Differentiation
    10. Social Responsibility and Marketing Ethics
    11. Concluding Remarks
    12. Activities

Lesson 1 Activities

Complete all of the following tasks:

  1. Lesson Readings
    Complete Lesson 1 reading assignments listed in the Lesson Road Map.

  2. Discussion Forum Posting (5 points)
    Discuss the following questions on the Lesson 1 Discussion Forum. Be sure to complete the discussion by the due date listed in the course syllabus.

    In addition to thoroughly responding to both Discussion Questions, you must make a minimum of two additional responses to others’ postings during each week. Responses need to be on topic to receive credit. Both quantity and quality are important considerations when it comes to participation. For example, a message of simple agreement that reiterates what a previous student stated—even if in different words—does not constitute participation, because it does not add anything of substance to the discussion. Additions can include new ideas, your perspectives, pointed follow-up questions, etc.

    Discussion Question #1:
    If a producer develops a really revolutionary new product and consumers learn about it and purchase it at a web site, is any additional marketing effort really necessary? Explain and provide specific support for your explanation.

    Discussion Question #2:
    A customer asks the shoe store owner if they guarantee the products sold in their store. The owner proudly replies. "Every shoe is purchased from my store has a lifetime guarantee. If at any time you are not satisfied with your shoes, you can return them to the store for a full refund of your purchase price."

    What marketing philosophy is this owner is expressing? Why have you reached this conclusion? How do you evaluate the lifetime guarantee for this product? How will this policy contribute to the success of this company? What alternative policies you might suggest instead?

  3. Submit the Marketing Game Trial Decision Form
    Meet with your group members via Elive! or Skype to discuss the Trial Period decisions. This is a practice decision-making for the game and the results obtained from this period will be cancelled for next week.