Provides an introduction to the functions of marketing. Discusses the influence of social, economic, ethical, legal, andtechnological forces on marketing activities and marketing around the globe in a socially responsible way. Features real-world examples that show concepts in action and how marketers address today's marketing challenges.
Tuten, T. L. (2020). Principles of marketing for a digital age. SAGE. https://online.vitalsource.com/#/books/9781526485359
Course Learning Outcomes
Upon completion of this course, students should be able to:
1. Examine digital media.2. Utilize the marketing research process.3. Compare and contrast business-to-business and business-to-consumer markets.4. Develop effective marketing strategies.5. Examine marketing decision-making through ethical frameworks.6. Explain how the forces of the global environment impact marketing decisions.7. Develop a marketing plan.8. Examine the marketing mix.
Honesty and integrity are taken very seriously at Waldorf University. All students should be familiar with the WaldorfUniversity Academic Integrity Policy (found in the current Student Handbook) and the consequences that will result frombreaches of this policy.
Upon completion of this course, the students will earn 3.00 hours of college credit.
1. Study Guide: Course units contain a Study Guide that provides students with the learning outcomes, unit lesson,
BUS 3201, Principles ofMarketing
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required unit resources, assignments, and supplemental resources.2. Learning Outcomes: Each unit contains Learning Outcomes that specify the measurable skills and knowledge
students should gain upon completion of the unit.3. Unit Lesson: Unit Lessons, which are located in the Study Guide, discuss lesson material.4. Required Unit Resources: Units contain Required Unit Resources from one or more chapters from the textbook
and/or outside resources.5. Discussion Boards: Students are required to submit Discussion Board posts in Units I-VIII. Discussion Boards
provide students the opportunity for student-to-student and professor-to-student interaction based on relevant courseconcepts and ideas. Specific information about accessing the Discussion Board rubric is provided below.
6. Unit Assignments: Students are required to submit for grading Unit Assignments. Specific information andinstructions regarding these assignments are provided below. Grading rubrics are included with each assignment.Specific information about accessing these rubrics is provided below.
7. Ask the Professor: This communication forum provides students with an opportunity to ask their professor generalquestions or questions related to course content.
8. Student Break Room: This communication forum allows for casual conversation with other classmates.
Unit I Essay
For this essay, the focus will be on Apple. After reading Chapters 1 and 2 of the textbook, do some research on Apple, andidentify how the company illustrates the concept of marketing and the marketing mix. Please explain how they haveintegrated the Internet of Things (IoT) in their marketing and consumer-buying efforts. Be sure to explain the technologiesthat Apple is using to revolutionize marketing and the customer experience.
Your essay must include an introduction. You must also reference at least one journal article from the Waldorf OnlineLibrary and one article from a business-related source or news website; therefore, your essay should be supported by atleast two sources. Your essay must be at least two pages in length and be double-spaced, not counting the title andreference pages. Adhere to APA Style when creating citations and references for this assignment.
Unit II Essay
Target Marketing Essay
Choose a business-to-consumer (B2C) or business-to-business (B2B) company that uses target marketing. Then, addressthe prompts below in your essay.
Briefly introduce the company you have chosen.Gather examples of the company’s activities and products that support its business model.Explain each of the bases for segmenting consumer markets and business markets.For the company you chose, describe which base is used (i.e., consumer market or business market), and describehow the selected segmenting options are achieved.Examine how these factors influence the marketing strategies of your chosen company.
Remember to properly cite and reference any sources you use in your essay. You must also reference at least one journalarticle from the Waldorf Online Library and one article from a business-related source or news website; therefore, youressay should be supported by at least two sources.
Your essay must be at least two pages in length and be double-spaced, not counting the title and reference pages. Adhereto APA Style when creating citations and references for this assignment.
Unit III Homework
Developing a Survey
Using the questions below, create a survey, and provide the survey to five people.
What smartphone brand does your family/friends use?Overall, how satisfied are your family/friends with their smartphones?How do your family/friends rate different aspects of their experiences with their smartphones?
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How do your family/friends perceive Apple's iPhone?How do your family/friends perceive the top iPhone competitors?
Compile the results of your survey, and discuss what it could mean for smartphone manufacturers. Please present asummary of your results and what it could mean for smartphone manufacturers. Your summary must be at least two pagesin length and be double-spaced. Adhere to APA Style when creating citations and references for this assignment. APAformatting, however, is not necessary.
Unit IV Scholarly Activity
Marketing Plan: Part I
In the next several units, you will be creating a marketing plan for a company. Submit a draft of your marketing plan to yourinstructor for review and feedback. This draft only needs to include a discussion of the product or service that you selectand the pricing strategy that you anticipate to use. The details to include are provided below.
In this section, discuss your proposed product strategy.
1. Identify the company for which you will be creating a marketing plan, and describe the product or service. If youchoose a large global company, you must create a new product; however, this new product may be an upgrade of anexisting product. Also, make certain that you select a company that you have not used for other assignments in thecourse.
2. Explain how your product or service will be classified according to use, durability, and involvement.3. Identify where your product or service falls on the product life cycle.
1. Identify pricing goal(s).2. Discuss key determinants of price.3. Compare and contrast different pricing methods to choose a pricing strategy4. Explain how you might fine-tune the base price with price-adjustment strategies.
Your summary must be at least two pages in length and be double-spaced. APA formatting is not necessary.
Unit V Essay
Marketing Plan: Part II
In this unit, you will continue to build upon your marketing plan for an existing company and a product or service of yourchoice. For Part II, make certain to include the sections listed below in your marketing plan.
A valuable step in your situational analysis is to assess your firm's strengths, weaknesses, opportunities, and threats(SWOT). For this section, conduct an inventory of your internal strengths and weaknesses. Then, note the opportunities andthreats that are external to the organization based on your market and the overall environment.
For this section, create a comparative chart discussing the differences between a minimum of two competitors.
What are the objectives and goals of your marketing plan? What is it that you hope to achieve? Please be very specific inthis section.
Corporate Social Responsibility, Sustainability, and Ethics Strategy
For this section, explain any governance policies that you will use to be socially responsible and ethical. Identify any aspects
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of your business model that will create more sustainable operations (with a focus on bettering people, the planet, or profits).
Your essay must be at least three pages in length, not counting the title and reference pages. All sources used must bereferenced; paraphrased and quoted material must have accompanying citations. You must use at least two references.Adhere to APA Style when constructing this assignment, including in-text citations and references for all sources that areused. Please note that no abstract is needed.
Unit VI Essay
Marketing Plan: Part III
In this unit, you will continue to build upon your marketing plan for an existing company and a product or service of yourchoice. For Part III, make certain to include the sections listed below in your marketing plan.
Segmenting, Targeting, Positioning, and Differentiation
Identify the specific segmentation strategies that you will use. Identify your target markets. Incorporate the use of specificdemographics and data in your research.
In this section, use the four Ps of marketing to specifically explain your product, price, promotion, and place (or distribution)strategies. Identify any specific competitive advantages that you have for each P that you are using.
How do you want your customer to perceive your product or service? What benefits will you offer? What is your salesstrategy? Explain whether you will focus on business-to-business (B2B) or business-to-consumer (B2C) markets.
Your essay must be three pages in length, not counting the title and reference pages. All sources used must be referenced;paraphrased and quoted material must have accompanying citations. You must use at least two references. Adhere to APAStyle when constructing this assignment, including in-text citations and references for all sources that are used. Please notethat no abstract is needed.
Unit VII Essay
Marketing Plan: Part IV
In this unit, you will continue to build upon your marketing plan for an existing company and a product or service of yourchoice. For Part IV, make certain to include the sections listed below in your marketing plan.
What is the branding strategy for your organization? What is the purpose of your brand? How will you differentiate yourselffrom domestic and/or international competitors?
Technology and Social Media
Identify any tools that you will use in your promotions, marketing, or advertising. List any tools that you will use for customerrelationship management, and identify specific social media tools that will be used.
Identify tactics and strategies that you will use to implement your marketing plan. Tactics are short-term, and strategies arelong-term. Identify specific dates that you will achieve certain action items. Include a chart or graph that disseminates thisinformation in a linear fashion.
Evaluation and Control
How will you evaluate the effectiveness of your marketing plan? How will you follow-up with customers? Will you usesurveys to track satisfaction, and will you take future actions that are based on customer recommendations?
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Include any final thoughts or recommendations that might be pertinent to your marketing plan.
This section of your marketing plan will capture your key proposal, recommendations, and projected outcomes of the plan.Summarize the key components of your marketing plan in this section.
Your essay must be three pages in length, not counting the title and reference pages. All sources used must be referenced;paraphrased and quoted material must have accompanying citations. You must use at least three references. Adhere toAPA Style when constructing this assignment, including in-text citations and references for all sources that are used. Pleasenote that no abstract is needed.
Unit VIII PowerPoint Presentation
This exercise provides you with an opportunity to present your completed marketing plan that you developed in Units IV–VII.
Imagine that you will be presenting your marketing plan to the Board of Directors for your chosen company. You will create aPowerPoint presentation to present your marketing plan.
You should have 7–10 PowerPoint slides in the body of the presentation.You do not need to include the entire marketing plan in your presentation; however, you should include the content thatyou feel to be the most relevant to the Board of Directors.Also, make certain to add a new section on Industry 4.0 technologies, and describe how they will be used. Please refer tothe Unit VIII Lesson and Required Unit Resources for additional insight.
In your presentation, include in-text citations and references for all sources that are used.
Submitting Course Papers/Projects
Once you have completed your papers/projects, submit your completed papers/projects by uploading through theAssignment tab in each unit. Do not e-mail your paper directly to your professor. By using the Assignment tab, your recordwill automatically be updated to indicate you have submitted your papers/projects, and the assignment will be provided toyour professor for grading. Instructions for submitting your assignment can be found under the Assignment tab in each unit.
Waldorf University requires that students use the APA style for papers and projects. Therefore, the APA rules for formatting,quoting, paraphrasing, citing, and listing of sources are to be followed. Information about using APA style can be found inAPA Style Help in the Course Menu. This area provides links to Internet sites, tutorials, and guides that providecomprehensive information on APA formatting, including examples and sample papers.
This course utilizes analytic grading rubrics as tools for your professor in assigning grades for all learning activities. Eachrubric serves as a guide that communicates the expectations of the learning activity and describes the criteria for each levelof achievement. In addition, a rubric is a reference tool that lists evaluation criteria and can help you organize your efforts tomeet the requirements of that learning activity. It is imperative for you to familiarize yourself with these rubrics becausethese are the primary tools your professor uses for assessing learning activities.
Rubric categories include (1) Discussion Board, (2) Assessment (Written Response), and (3) Assignment. However, it ispossible that not all of the listed rubric types will be used in a single course (e.g., some courses may not haveAssessments).
The Discussion Board rubric can be found within Unit I’s Discussion Board submission instructions.
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The Assessment (Written Response) rubric can be found embedded in a link within the directions for each UnitAssessment. However, these rubrics will only be used when written-response questions appear within the Assessment.
Each Assignment type (e.g., article critique, case study, research paper) will have its own rubric. The Assignment rubricsare built into Blackboard, allowing students to review them prior to beginning the Assignment and again once theAssignment has been scored. This rubric can be accessed via the Assignment link located within the unit where it is to besubmitted. Students may also access the rubric through the course menu by selecting the “Grades” link.
Again, it is vitally important for you to become familiar with these rubrics because their application to yourDiscussion Boards, Assessments, and Assignments is the method by which your instructor assigns all grades.
These are non-graded discussion forums that allow you to communicate with your professor and other students.Participation in these discussion forums is encouraged, but not required. You can access these forums with the buttons inthe Course Menu. Instructions for subscribing/unsubscribing to these forums are provided below.
Click here for instructions on how to subscribe/unsubscribe and post to the Communication Forums.
Ask the Professor
This communication forum provides you with an opportunity to ask your professor general or course content questions.Questions may focus on Blackboard locations of online course components, textbook or course content elaboration,additional guidance on assessment requirements, or general advice from other students.
Questions that are specific in nature, such as inquiries regarding assessment/assignment grades or personalaccommodation requests, are NOT to be posted on this forum. If you have questions, comments, or concerns of a non-public nature, please feel free to email your professor. Responses to your post will be addressed or emailed by theprofessor within 48 hours.
Before posting, please ensure that you have read all relevant course documentation, including the syllabus,assessment/assignment instructions, faculty feedback, and other important information.
Student Break Room
This communication forum allows for casual conversation with your classmates. Communication on this forum shouldalways maintain a standard of appropriateness and respect for your fellow classmates. This forum should NOT be used toshare assessment answers.
The following pages contain a printable Course Schedule to assist you through this course. By following this schedule, youwill be assured that you will complete the course within the time allotted.
Unit I Marketing Structure and Environment [ Weight: 14% ]
Read/View: Unit I Study GuideChapter 1: Understanding MarketingChapter 2: Understanding Buyers
Discuss: Unit I Discussion Board 2%
Submit: Unit I Essay 12%
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Unit II Segmentation and Marketing Strategy [ Weight: 14% ]
Read/View: Unit II Study GuideChapter 3: Segmentation, Targeting, and PositioningChapter 5: Marketing Strategy
Discuss: Unit II Discussion Board 2%
Submit: Unit II Essay 12%
Unit III Marketing Research [ Weight: 8% ]
Read/View: Unit III Study GuideChapter 4: Marketing Research and Analysis
Discuss: Unit III Discussion Board 2%
Submit: Unit III Homework 6%
Unit IV Products, Services, and Price [ Weight: 10% ]
Read/View: Unit IV Study GuideChapter 6: Creating Value: Products and ServicesChapter 7: Offering Value: Price
Discuss: Unit IV Discussion Board 2%
Submit: Unit IV Scholarly Activity 8%
Unit V Distribution and Promotion [ Weight: 14% ]
Read/View: Unit V Study GuideChapter 8: Distributing Value: PlaceChapter 9: Communicating Value: Promotion
Discuss: Unit V Discussion Board 2%
Submit: Unit V Essay 12%
Unit VI Extending Customer Experience and Value [ Weight: 14% ]
Read/View: Unit VI Study GuideChapter 10: Extending Value: People, Process, and Presence in the Customer Experience
Discuss: Unit VI Discussion Board 2%
Submit: Unit VI Essay 12%
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Unit VII Brand Management and Value [ Weight: 16% ]
Read/View: Unit VII Study GuideChapter 11: Maintaining Value: Branding and Brand Management
Discuss: Unit VII Discussion Board 2%
Submit: Unit VII Essay 14%
Unit VIII Marketing Analytics [ Weight: 10% ]
Read/View: Unit VIII Study GuideChapter 12: Managing Value: Analytics and Marketing Value Management Systems
Discuss: Unit VIII Discussion Board 2%
Submit: Unit VIII PowerPoint Presentation 8%
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- BUS 3201, Principles of Marketing
- Course Syllabus
- Course Description
- Course Textbook(s)
- Course Learning Outcomes
- Academic Integrity
- Course Structure
- Unit Assignments
- Unit I Essay
- Unit II Essay
- Target Marketing Essay
- Unit III Homework
- Developing a Survey
- Unit IV Scholarly Activity
- Marketing Plan: Part I
- Unit V Essay
- Marketing Plan: Part II
- SWOT Analysis
- Competitive Analysis
- Corporate Social Responsibility, Sustainability, and Ethics Strategy
- Unit VI Essay
- Marketing Plan: Part III
- Segmenting, Targeting, Positioning, and Differentiation
- Marketing Strategy
- Unit VII Essay
- Marketing Plan: Part IV
- Branding Strategy
- Technology and Social Media
- Implementation Plan
- Evaluation and Control
- Executive Summary
- Unit VIII PowerPoint Presentation
- Submitting Course Papers/Projects
- APA Guidelines
- Grading Rubrics
- Communication Forums