MKT 301- Discusion 4
This weeks discussion will allow you to combine what we learned about global marketing with the product you are using for your marketing plan.
Assume that you are being sent to the country you were assigned at the beginning of the module (no, you cannot change) to market the product you are using in your class marketing plan.
Considering everything we have learned so far about the marketing mix, environment and other factors you need to develop a plan to sell your product. Prepare your plan as if you were giving a briefing to the staff that is coming with you. Thus, it must be clear, concise and in professional business language.
Your briefing should include:
Will you standardize or adapt each of the four Ps in the marketing mix. Why? Be specific.
Review each of the four traits in the Hofstede cultural index. What should your staff be aware of regarding differences between the US and your destination? Think carefully, you dont want to embarrass your firm or insult your hosts.
What is the countrys currency and exchange rate against the dollar? Average income? What does this suggest about how affordable your product will be for the average consumer?
Finally, list one thing that your staff should know about the economic environment (what is important about the country do NOT use exchange rates or PPP). Also, list one just for fun fact that your staff will enjoy knowing about their destination.
As always, college level writing is expected and if you use a source be sure to give credit (it is not necessary to cite the material directly from the course). Be sure that your initial post is a minimum of 350 words, that you are drawing on material in previous modules and that each of your replies is a minimum of 150 words.
In your responses, comment on the conditions in the country as if you were going with your classmates. Your instructor will be looking for insight questions and/or useful feedback on the country in question.
Saint Leo University
MKT 301
Principles of Marketing Syllabus
Course Description:
An introductory course focusing on the marketing of goods, services and ideas incorporating strategic and tactical planning, pricing, integrated communications, product management and supply chain. Special emphasis is placed on applying marketing concepts and principles to real world, executable activities.
Prerequisite:
English 122
Math 140
Textbooks:
This course has no required text. However, you are required to read all the materials posted for the course and your instructor may require additional readings.
Learning Outcomes:
1. Describe the scope of marketing, the process it entails, and the application of specific terms used in the marketing discipline.
2. Discuss and apply the major concepts of marketing including pricing, promotion, product choices and position the product within the marketing environment, distribution function and related issues.
3. Describe the global marketing arena and the effect of cultural diversity on the marketing environment.
4. Explain how marketing can help corporations practice social responsibility; promote social causes and sustainable development.
5. VALUES OUTCOME: Discuss, integrate, and explain the relevance of Excellence in the context of the course.
Core Value:
Excellence: Saint Leo University is an educational enterprise. All of us, individually and collectively, work hard to ensure that our students develop the character, learn the skills, and assimilate the knowledge essential to become morally responsible leaders. The success of our University depends upon a conscientious commitment to our mission, vision, and goals.
Evaluation:
Weekly Discussions 16% (8 x 2% each)
Marketing Plan 40%
Plan Presentation 10%
Peer Evaluation 8%
Quizzes (3) 9% (3 x 3% each)
Final Exam 17%
Students in Online Classes will participate in a weekly threaded discussion with feedback on their initial post from IOR. Topics will be determined on a weekly basis and relevant to the material scheduled. Students will be required to respond to no less than two classmates. Each opening post is expected to be no less than 300 words. Each response (2) is expected to be no less than 150 words.
Students in ground-based classes will be expected to take an active role and fully participate. Students should come prepared to take an active role in classroom discussions, initiate and answer questions and contribute to in-class exercises and activities.
The Marketing Plan is the primary project and assessment for the course. This is a group activity and you will be assigned by your instructor to a team of 3-5 students. The project follows the course week wise content and includes no less than six components (Product, SWOT, Segmentation, Pricing, Supply Chain, IMC). Students will be provided with a supplemental guide for the project, which includes component specific instructions and in some cases, examples.
Individual Peer Evaluation. In Module 7 you will be required to assess your contribution and that of your team mates to the Marketing Plan Project. You will be provided with a format for doing so.
Students will deliver their completed plan to the class and instructor in an oral presentation using PowerPoint. In the case of online classes, the oral component will employ embedded narration in PowerPoint or similar technology such as Zoom as is available and approved.
You will have three quizzes throughout the semester. Each quiz will address approximately two weeks of course content in a multiple choice format. Quizzes are standardized across all modalities and drawn from a question pool. The final exam will consist of a mix of short essay and multiple choice questions.
Assessment of the Learning Outcomes:
Course
Learning
Outcome
Assessment Method
1
Weekly Discussion, Marketing Plan, Plan Presentation, Quiz, Final Exam
2
Weekly Discussion, Marketing Plan, Plan Presentation, Quiz, Final Exam
3
Weekly Discussion, Quiz, Final Exam
4
Weekly Discussion, Quiz, Final Exam
5
Weekly Discussion, Marketing Plan, Plan Presentation, Quiz, Final Exam
Course Schedule:
Module 1
Marketing Basics
Objectives
When you complete this module, you should be able to:
Students will be able to identify elements of the marketing mix.
Link mix elements to specific marketing activities.
Students can describe the concept of cause marketing.
Apply the concept of cause marketing to the marketing mix.
Assignments
Items to be Completed:
Due No Later Than:
Post an introduction to the class
Thursday 11:59 PM EST/EDT
Post an initial response to the discussion question
Thursday 11:59 PM EST/EDT
Post responses to at least two classmates
Sunday 11:59 PM EST/EDT
Module 2
The Marketing Environment
Objectives
When you complete this module, you should be able to:
Students can identify and describe the major elements of the marketing environment.
Apply the correct environmental element to a given current event or business case.
Students will be able to describe the SMART model for objectives.
Students will be able to use the SMART Model to develop objectives.
Students can apply the concepts of corporate social responsibility to firms and their marketing strategies and tactics.
Students will be able to relate CSR and marketing ethics to Saint Leo Core Values
Assignments
Items to be Completed:
Due No Later Than:
Post an initial response to the discussion question
Thursday 11:59 PM EST/EDT
Post responses to at least two classmates
Sunday 11:59 PM EST/EDT
Complete Quiz 1
Sunday 11:59 PM EST/EDT
Module 3
Research
Objectives
When you complete this module, you should be able to:
Describe the marketing research process to include research questions, primary and secondary data and sampling and apply the process to a given product.
Describe key elements in product development including product lifecycle and be able to place a give product on the lifecycle curve.
Describe the concept of a SWOT analysis and be able to develop a SWOT for a given product or firm.
Discuss the key elements of big data including collection methods, applications and ethical considerations.
Assignments
Items to be Completed:
Due No Later Than:
Post an initial response to the discussion question
Thursday 11:59 PM EST/EDT
Post responses to at least two classmates
Sunday 11:59 PM EST/EDT
Submit the Marketing Plan: Product Description
Sunday 11:59 PM EST/EDT
Module 4
Segmentation and Globalization
Objectives
When you complete this module, you should be able to:
Describe the process of market segmentation to include the four key methods of segmenting a market and be able to segment a market for a given product.
Identify the major distinctions between B2B and B2C markets and be able to develop a B2B marketing activity.
Identify the key elements in global marketing to include culture, standardization/customization, ethical considerations and market entry and apply each to a given product.
Assignments
Items to be Completed:
Due No Later Than:
Post responses to at least two classmates
Sunday 11:59 PM EST/EDT
Submit the Marketing Plan: SWOT Analysis
Sunday 11:59 PM EST/EDT
Complete Quiz 2
Sunday 11:59 PM EST/EDT
Course Schedule:
Module 5
Branding
Objectives
When you complete this module, you should be able to:
Describe the concept of a brand, distinguish between identity and image and develop a marketing activity that supports the desired image.
Identify the four major influences on the consumer buying process and apply those to a given product.
Describe the concept of a supply chain and be able to apply the upstream and downstream participants to a specific product category.
Assignments
Items to be Completed:
Due No Later Than:
Post an initial response to the discussion question
Thursday 11:59 PM EST/EDT
Post responses to at least two classmates
Sunday 11:59 PM EST/EDT
Submit the Marketing Plan: Segmentation
Sunday 11:59 PM EST/EDT
Course Schedule:
Module 6
Pricing
Objectives
When you complete this module, you should be able to:
Identify the major forms of pricing and be able to select the correct tactic for a given product.
Describe the concept of elasticity, why it is important to marketers and be able to calculate the coefficient.
Calculate the breakeven point for a product and discuss how BE impacts marketing decisions.
Assignments
Items to be Completed:
Due No Later Than:
Post an initial response to the discussion question
Thursday 11:59 PM EST/EDT
Post responses to at least two classmates
Sunday 11:59 PM EST/EDT
Complete Pricing and Supply Chain for your Marketing Plan
Sunday 11:59 PM EST/EDT
Complete Quiz 3
Sunday 11:59 PM EST/EDT
Module 7
IMC
Objectives
When you complete this module, you should be able to:
Identify and define the major parts of the IMC mix. Correlate a given activity to the correct part of the mix.
Be able to develop an IMC activity appropriate for a specific product or company.
Discuss the current issues in social media to include earned vs. paid media, data collection, promotional value and ethical/legal considerations. Apply the appropriate SM channel and content to a given product and/or segment.
Assignments
Items to be Completed:
Due No Later Than:
Post an initial response to the discussion question
Thursday 11:59 PM EST/EDT
Post responses to at least two classmates
Sunday 11:59 PM EST/EDT
Submit the Marketing Plan: IMC
Sunday 11:59 PM EST/EDT
Submit the Marketing Plan Presentation
Sunday 11:59 PM EST/EDT
Complete the Peer Assessment for the group project
Sunday 11:59 PM EST/EDT
Module 8
Course Review
Objectives
When you complete this module, you should be able to:
Summarize the major topics discussed in the course and be able to demonstrate a proficiency in each in the context of an exam.
Assignments
Items to be Completed:
Due No Later Than:
Post an initial response to the discussion question
Thursday 11:59 PM EST/EDT
Post responses to at least two classmates
Sunday 11:59 PM EST/EDT
Submit the Marketing Plan
Sunday 11:59 PM EST/EDT
Complete the Final Exam
Sunday 11:59 PM EST/EDT
1
1
MKT301 Master_Lax_062020 1
MKT301 Master_Lax_062020
1
Saint Leo University
MKT 301
Principles of Marketing Syllabus
Course Description:
An introductory course focusing on the marketing of goods, services and ideas incorporating
strategic and tactical planning, pricing, integrated communications, product management and
supply chain. Special emphasis is placed on applying marketing concepts
and principles to real
world, executable activities.
Prerequisite:
English 122
Math 140
Textbooks
:
This course has no required text. However, you are required to read all the materials posted for
the course and your instructor may require additi
onal readings.
Learning Outcomes:
1.
Describe the scope of marketing, the process it entails, and the application of specific
terms used in the marketing discipline.
2.
Discuss and apply the major concepts of marketing including pricing, promotion,
product choices and position the product withi
n the marketing environment, distribution
function and related issues.
3.
Describe the global marketing arena and the effect of cultural diversity on the marketing
environment.
4.
Explain how marketing can help corporations practice social responsibility; prom
ote
social causes and sustainable development.
5.
VALUES OUTCOME: Discuss, integrate, and explain the relevance of Excellence in the
context of the course.
Core Value:
Excellence: Saint Leo University is an educational enterprise. All of us, individually
and
collectively, work hard to ensure that our students develop the character, learn the skills, and
assimilate the knowledge essential to become morally responsible leaders. The success of our
University depends upon a conscientious commitment to our mis
sion, vision, and goals.
Evaluation:
Weekly Discussions 16
%
(8 x 2% each)
Marketing Plan 40%
Plan Presentation 10%
Peer Evaluation 8%
Qui
zzes (3
) 9
%
(3 x 3% each)
Final Exam 17
%
MKT301 Master_Lax_062020 1
Saint Leo University
MKT 301
Principles of Marketing Syllabus
Course Description:
An introductory course focusing on the marketing of goods, services and ideas incorporating
strategic and tactical planning, pricing, integrated communications, product management and
supply chain. Special emphasis is placed on applying marketing concepts and principles to real
world, executable activities.
Prerequisite:
English 122
Math 140
Textbooks:
This course has no required text. However, you are required to read all the materials posted for
the course and your instructor may require additional readings.
Learning Outcomes:
1. Describe the scope of marketing, the process it entails, and the application of specific
terms used in the marketing discipline.
2. Discuss and apply the major concepts of marketing including pricing, promotion,
product choices and position the product within the marketing environment, distribution
function and related issues.
3. Describe the global marketing arena and the effect of cultural diversity on the marketing
environment.
4. Explain how marketing can help corporations practice social responsibility; promote
social causes and sustainable development.
5. VALUES OUTCOME: Discuss, integrate, and explain the relevance of Excellence in the
context of the course.
Core Value:
Excellence: Saint Leo University is an educational enterprise. All of us, individually and
collectively, work hard to ensure that our students develop the character, learn the skills, and
assimilate the knowledge essential to become morally responsible leaders. The success of our
University depends upon a conscientious commitment to our mission, vision, and goals.
Evaluation:
Weekly Discussions 16% (8 x 2% each)
Marketing Plan 40%
Plan Presentation 10%
Peer Evaluation 8%
Quizzes (3) 9% (3 x 3% each)
Final Exam 17% Exotic Soaps & Scents
(Group A)
Jeanie Bozurich
Joshua Nyhaug
Jasmine Price
Joe Rief
Dartagnan Simmons
E S & S
The core value of our organization is good ethical practices, creating socially responsible environments and to provide our customers with the best product available. Our products are American made using the latest equipment. Packaging cost is reduced by using recycled glass for the cologne/perfume bottles, candle jars and soap dishes. We currently have American investors and offer stocks in the company.
E S & S
Our Products
Soaps
Perfumes
Colognes
Candles
Our products have a timeless scent and compatible pairs for men and women. These pairs of fragrances compliment each other and can be purchased together or separate.
We are excited to offer a new innovated product during the Coronavirus Pandemic. We are the only company offering a lightweight fragrance filled insert for Covid Masks with various scents. These inserts come in single wrappers to keep the fragrance locked in until you are ready to use it. Furthermore, we offer a wide variety of Covid Masks in assorted colors and patterns.
With every purchase of a mask, the consumer will receive three fragrant inserts of their choice.
E S & S
Features and Benefits
Features
Made From Natural Ingredients
Exotic soapshave natural glycerin
Made with essential oils
Benefits
Natural Ingredients help keep skin pH intact and protect it from harm.1
Glycerin is an emollient that softens and maintains water balance by attracting moisture to the skin. Glycerin is removed from manufactured soaps. 1
Rich in antioxidants, vitamins, and nutrients which are essential elements for keeping the skin healthy and feeling silky and clean. 1
1- (Dayogis Healthcare, 2017)
E S & S
Features and Benefits
Features
Locally grown ingredients
Nutrients that provide different benefits for the skin.
Ethically sourced ingredients
Benefits
Ingredients include honey, beeswax, rice, sugar, flowers, herbs, pecans, and strawberries, All freshly picked and contain some wonderful nutrients with benefits for the skin. 1
Nutrient rich coffee, tea, fruit juices, beer, goats milk, and aloe vera, used to provide different benefits the skin.1
Ingredients emphasize natural resource sustainability.2
Fair trade ingredients that ensure fair prices, living wages and community benefits for farmers, workers and their families in other countries.2
1- (Dayogis Healthcare, 2017)
2- (Blank, 2016)
E S & S
Features and Benefits
Features
Aromatherapy
Animals not used to test our product
Benefits
By using aromatherapy our soaps improve your psychological and physical well-being
Our company uses a 3D tissue structure produced from human cells to insure it is safe and does not have any side effects
E S & S
SMART objectives
E S & S
Strengths
E S & S
Weaknesses
E S & S
Opportunities
E S & S
Threats
E S & S
Segment 1
E S & S
Segment 2
E S & S
Segment 3
E S & S
IMC 1
E S & S
IMC 2
E S & S
IMC 3
E S & S
Closing
E S & S
References
Blank, E. (January 20, 2016). What to look for in a luxury bar of soap. http://www.thepicketfence.com/blog/2016/01/luxury-bar-soaps/
Dayogis
Healthcare. December 6, 2017. Benefits of Exotic Soaps. https://medium.com/@dayogis4/benefits-of-exotic-soaps-96df778979fa
E S & S Product Description with Feature and Benefits Analysis
(Name of our Business)
With all the soaps, colognes and perfumes offered on the market today, it is hard to determine what is a safe, beneficial, and pleasantly fragrant product being offered at a sensible price. (Company Name) does not use animals to test our product, but instead our company uses a 3D tissue structure produced from human cells to insure it is safe and does not have any side effects. Our tests are very accurate and based on the data, we are able to predict any reactions to our soaps, perfumes, and colognes.
Customers using traditional soaps discover many are harsh and dry out their skin. Our products are made with essential oils and have the added benefit of leaving your skin feeling silky and clean. By using aromatherapy our soaps improve your psychological and physical well-being.
Product Components and Package Designs
We offer soaps, perfumes, colognes, and candles that have a timeless scent. Our product lines offer compatible pairs for men and women. The pairs of fragrances complement each other and can be purchased together or separate. Our most popular scent is Fire and Ice, which has a spicy fragrance made with cedarwood essential oils. Practical cologne has a woodland smell and Dreams has a chamomile accent, with mint essential oils. This is perfect for more sensitive skin. Earth for men and Moon for women has mint oils which give it a fresh, crisp, and clean aroma. We offer candles to match each set. Our packing for the soaps can double has a soap dish. The perfume bottles are a pleasing accent with eye catching adornments to any countertop. The cologne bottles are stylish with a darker glass to appeal to the male gender. Our candles all come inside a glass vessel of different colors to match any home dcor.
We are excited to offer a new innovated product during the Coronavirus Pandemic. No other company is offering a lightweight fragrance filled insert for Covid Masks with various scents. (Company Name) offers these inserts in single wrappers to keep the fragrance locked in until you are ready to use it. Furthermore, we offer a wide variety of Covid Masks in assorted colors and patterns. With every purchase of a mask, the consumer will receive three fragrant inserts of their choice.
The core value of our organization is good ethical practices, creating socially responsible environments and to provide our customers with the best product available. Our products are American made using the latest equipment. Packaging cost is reduced by using recycled glass for the cologne/perfume bottles, candle jars and soap dishes. We currently have American investors and offer stocks in the company.
Product Description with Feature and Benefits Analysis
(Name of our Business)
With all the soaps
, co
lognes
and perfumes offered on the market today, it is hard to determine
what is a safe,
beneficial,
and pleasantly
fragrant
product being offered at a sensible price.
(Company
Name) does
not use animals to test our product, but instead our company uses
a 3D ti
ssue structure
produced from human cells to insure it is safe and does not have any side effects.
Our tests are very
accurate and based on the data, we are able to predict any reactions to our soaps
, perfumes, and
colognes.
Customers using traditional
soaps
discover
many
are harsh and dry out their skin. Our products
are made with essential oils and have the added benefit of leaving your skin feeling silky and clean. By
using aromatherapy our soaps improve your psychological and physical well
–
being.
Product Components and Package Designs
We offer soaps, perfumes,
colognes,
and candles that have a timeless scent. Our
product lines
offer
compatible pair
s
for men and women. The pair
s
of fragrances
complement
each other
and can be
purchased together or s
eparate
.
Our most popular scent is Fire and Ice, which has a spicy
fragrance
made with cedarwood essential oils.
Practical
cologne has a wood
land smell
and
Dreams
has a
chamomile
accent
, with mint essential oils. This is perfect for more sensitive skin.
Earth for men and
Moon for women has mint oils which give it a fresh,
crisp,
and clean aroma. We offer candles to match
each set.
Our packing for the soaps can double has a soap dish. The perfume bottles are a pleasing
accent with eye catching adornments
to any
countertop
. The cologne bottles are stylish with a darker
glass to appeal to the male gender. Our candles all come inside a glass vessel of different colors to
match any home dcor.
Product Description with Feature and Benefits Analysis
(Name of our Business)
With all the soaps, colognes and perfumes offered on the market today, it is hard to determine
what is a safe, beneficial, and pleasantly fragrant product being offered at a sensible price. (Company
Name) does not use animals to test our product, but instead our company uses a 3D tissue structure
produced from human cells to insure it is safe and does not have any side effects. Our tests are very
accurate and based on the data, we are able to predict any reactions to our soaps, perfumes, and
colognes.
Customers using traditional soaps discover many are harsh and dry out their skin. Our products
are made with essential oils and have the added benefit of leaving your skin feeling silky and clean. By
using aromatherapy our soaps improve your psychological and physical well-being.
Product Components and Package Designs
We offer soaps, perfumes, colognes, and candles that have a timeless scent. Our product lines
offer compatible pairs for men and women. The pairs of fragrances complement each other and can be
purchased together or separate. Our most popular scent is Fire and Ice, which has a spicy fragrance
made with cedarwood essential oils. Practical cologne has a woodland smell and Dreams has a
chamomile accent, with mint essential oils. This is perfect for more sensitive skin. Earth for men and
Moon for women has mint oils which give it a fresh, crisp, and clean aroma. We offer candles to match
each set. Our packing for the soaps can double has a soap dish. The perfume bottles are a pleasing
accent with eye catching adornments to any countertop. The cologne bottles are stylish with a darker
glass to appeal to the male gender. Our candles all come inside a glass vessel of different colors to
match any home dcor.
