...Syllabus | | | | | |School of Business | | |MKT/571 Version 6 | | |Marketing | Copyright © 2011, 2010, 2009, 2008 by University of Phoenix. All rights reserved. Course Description This course prepares students to apply marketing concepts to create and sustain customer value. Students learn to solve marketing problems in a collaborative environment. Topics include market research, customer relationships, branding, market segmentation, product development, pricing, channels, communications, and public relations. Students may find it beneficial to refer to concepts learned in Economics. Policies Faculty and students/learners will be held responsible for understanding and adhering to all policies contained within the following two documents: • University policies: You must be logged into the student website to view this document. • Instructor policies: This document is posted in the...
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...KINGSTON UNIVERSITY GLOBAL MARKETING MANAGEMENT BM7017 MODULE HANDBOOK September 2014 COURSE TEAM The Module Leader is: Patricia Harris Room402 harris@kingston.ac.uk My office hours will be posted on StudySpace at the start of the module. These are times when you can drop in without an appointment. For appointments outside these times, please e-mail me in advance. Note: You should only use your university e-mail account to contact me. I will not reply to e-mails sent from private accounts. MODULE SUMMARY Global Marketing Management is the discipline of planning, organising and managing marketing resources on a global basis, to achieve an organisation’s specific marketing objectives. Marketing is regarded as a key area of management in both the private and not for profit sectors. This module examines how theories and methodologies of marketing management can be applied to ensure long-term success for organisations. AIMS The aims of the module are to: • to appreciate the importance of marketing as a management discipline in ensuring the long-term success of organisations across the ‘not-for-profit’, public sector and private sector business arenas and across the globe • to develop an understanding of marketing management in the broadest sense, of how marketing management approaches may have to be modified when seeking access to international markets and to be able to adopt a robust and objective approach to management decision making in both a domestic and in a...
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...Analyzing Marketing Problems and Cases HIGHLIGHT 1 A Case for Case Analysis Cases assist in bridging the gap between classroom learning and the so-called real world of marketing management. They provide us with an opportunity to develop, sharpen, and test our analytical skills at: -Assessing situations. -Sorting out arid organizing key information. -Asking the right questions. -Defining opportunities and problems. -Identifying and evaluating alternative courses of action. -Interpreting data. -Evaluating the results of past strategies. -Developing and defending new strategies. -Interacting with other managers. -Making decisions under conditions of uncertainty. -Critically evaluating the work of others. -Responding to criticism. Source: David W. Cravens and Charles W. Lamb, Jr., Strategic Marketing: Cases and Applications, 4th ed. (Homewood, IL: Richard D. Irwin, 1993), p. 95. The use of business cases was developed by faculty members of the Harvard Graduate School of Business Administration in the 1920s. Case studies have been widely accepted as one effective way of exposing students to the decision-making process. Basically, cases represent detailed descriptions or reports of business problems. They are usually written by a trained observer who actually had been involved in the firm or organization and had some dealings with the problems under consideration. Cases generally entail both qualitative and quantitative data, which the student must analyze to determine appropriate...
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...1) Do you agree with Le Masne’s decision? What would you have done? Le Masne made three decisions – 1) assumed the Creative Director position; 2) provided creative latitude to designers for what appears to be “runway” purposes only; and 3) hired a marketing director. The following will serve as a brief summary of my assessment of Le Masne’s decisions. Assuming the Role of Creative Director I disagree with Le Masne’s decision to assume the role of Creative Director. As executive chairman, I believe that the creative power and authority subsumed within Le Masne’s role is maximized best by championing the strategic direction of the company to further penetrate the Chinese market place while also growing their position in the US and Europe, creating a psychologically safe environment for the designers and management team to voice and resolve their respective concerns, and challenge the creative process via his role on the Product Committee and mentoring and management of the Creative Director. The strategic foundation, which has served Shanghai Tang well, is to develop a fashion line that traces its roots back to Chinese culture and is wearable, modern and colorful. This approach has worked well in the US and European markets. Although not as successful in the Chinese markets, it could be because the term wealthy in China is being defined as household income equal to or greater than $35,000 or more. I don’t know anyone making $35,000 a year who is buying Chinese themed...
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...Cover Page Customer and Competitor Analysis: Marketing Strategy Student Name: Date: Course: Table of Contents Executive Summary 1 Company & Current Marketing Strategy 1 Industry Review 1 Target Market 1 Geographic 2 Demographic 2 Psychographic 2 Behavioural 2 Customer Profile 2 Competitor Analysis 2 Recommendations 2 Product 3 Price 3 Promotion 3 Place 3 Conclusion 3 Competitor Analysis Marketing Framework 5 Executive Summary This is not an introduction but a summary. Include a sentence or two from each section below – the company name and current marketing strategy, what the market segments are and who the target market is, the industry and competitors and finally, a brief review of the recommended marketing strategy. Company & Current Marketing Strategy Offer a brief recap of the company and the current strategy – you can either cut/paste from your original or offer a few paragraphs (this section won’t be “marked” but it needs to be included). Industry Review What is the industry your business belongs to and what are the indications for growth within this industry. You might find this link helpful to start… http://www23.hrsdc.gc.ca/l.3bd.2t.1ilshtml@-eng.jsp?lid=9&fid=1&lang=en Ultimately, the industry review is important because if you know it will be declining – then recommendations are especially important. It is like a snapshot of the environmental scan you’ve...
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...Effective Change Management Strategy Neryl east PublIshed by IN assocIatIoN wIth Implementing an Effective Change Management Strategy is published by ark Group UK/EUROPE OFFICE ark conferences ltd Paulton house 8 shepherdess walk london N1 7lb united Kingdom tel +44 (0)207 549 2500 Fax +44 (0)20 7324 2373 publishing@ark-group.com NORTH AMERICA OFFICE ark Group Inc 4408 N. rockwood drive suite 150 Peoria Il 61614 united states tel +1 309 495 2853 Fax +1 309 495 2858 publishingna@ark-group.com ASIA/PACIFIC OFFICE ark Group australia Pty ltd Main level 83 walker street North sydney Nsw 2060 australia tel +61 1300 550 662 Fax +61 1300 550 663 aga@arkgroupasia.com editor evie serventi eserventi@ark-group.com head of content anna shaw ashaw@ark-group.com Managing director Jennifer Guy jguy@ark-group.com uK/europe marketing enquiries robyn Macé rmace@ark-group.com us marketing enquiries daniel smallwood dsmallwood@ark-group.com asia/Pacific marketing enquiries steve oesterreich aga@arkgroupasia.com IsbN: 978-1-907787-85-0 (hard copy) 978-1-907787-86-7 (PdF) copyright the copyright of all material appearing within this publication is reserved by the author and ark conferences 2011. It may not be reproduced, duplicated or copied by any means without the prior written consent of the publisher. arK1741 Implementing an Effective Change Management Strategy Neryl east PublIshed by IN assocIatIoN wIth Contents Executive summary .................
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... General company description Products and services Marketing plan Management and organization Major milestones Structure and capitalization Financial plan Executive summary GENERAL COMPANY DESCRIPTION PRODUCTS AND SERVICES -building construction, design and planning : provides professional services in the areas of engineering, construction and maintenance of various infrastructures...
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...generally includes analysis of the current market situation (opportunities and trends) and detailed action programs, budgets, sales forecasts, strategies, and projected (proforma) financial statements. See also marketing strategy. The marketing planning process A marketing plan is a comprehensive blueprint which outlines an organization's overall marketing efforts. A marketing process can be realized by the marketing mix, which is outlined in step 4. The last step in the process is the marketing controlling. The marketing plan can function from two points: strategy and tactics (P. Kotler, K.L. Keller). In most organizations, "strategic planning" is an annual process, typically covering just the year ahead. Occasionally, a few organizations may look at a practical plan which stretches three or more years ahead. Marketing planning aims and objectives Behind the corporate objectives, which in themselves offer the main context for the marketing plan, will lie the "corporate mission," which in turn provides the context for these corporate objectives. In a sales-oriented organization, the marketing planning function designs incentive pay plans to not only motivate and reward frontline staff fairly but also to align marketing activities with corporate mission. The marketing plan basically aims to make the business provide the solution with the awareness...
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...Table of Contents About Author of the Book 2 Summary of the Book Contents 3 Chapter 1 3 Chapter 2 4 Chapter 3 5 Chapter 4 5 Chapter 5 6 The Best Chapter in The Book 8 RECOMMENDATION TO OTHER TO READ THE BOOK 9 About Author of the Book Robert A. Pitts is professor of Strategic and International Management at Gettysburg College in Pennsylvania since 1986, Robert Pitts has authored a wide range of successful strategy texts, articles, and case studies during his 27 years of teaching. His teaching and research focus also includes the field of corporate finance. Prior to Gettysburg, he taught for 13 years in the management department at Penn State University. Pitts has been a visiting professor at the Sasin Graduate Institute in Bangkok, Thailand and IMEDE Management Institute in Lausanne, Switzerland, among others. Before entering academia, he worked in industry as an Investment Analyst for Prudential, a Plant Manager in Thailand, and as a US Peace Corps volunteer. Pitts holds degrees from Harvard (DBA), Columbia (MBA), and Yale (BA). Snow is Professor of Business Administration at Pennsylvania State University and a frequent lecturer in executive development programs throughout the world. Summary of the Book Contents The book differs from other book since it is about providing strategy formation that counters specific questions of problem at a more specific level where compared to others that provides strategy formation at a generic level. The...
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...Operations Management By: Borromeo, Jose Mari A. Celestino, Caroline P. Cosico, Maricar P. Hernandez, Jenielyn V. Yambao, Yasmine V. October 2012 ii. ENDORSEMENT SHEET This research proposal attached hereto entitled, “FACTORS INFLUENCING STUDENT COLLEGE CHOICE OF LPU CAVITE CAMPUS”, prepared and submitted by Borromeo, Jose Mari A., Celestino, Caroline P., Cosico, Maricar P., Hernandez, Jenielyn V., andYambao, Yasmine V., in partial fulfillment of the requirements for the degree of Bachelor of Science in BusinessAdministration Major in Operations Management, has been examined and is hereby recommended for oral examination. Dr. Alfredo G. Bulatao Adviser’s Name and Signature Approved as partial fulfillment of the requirements for the degree of Bachelor of Science in Business Administration Major in Operations Management with a grade of ______. Mr. Reynaldo C. San Mateo College of Business Administration-Chairman Dr. Priscilla R. Moriones Mr. Charlie C. Diva Member Member Accepted as partial fulfillment for the degree of BACHELOR OF SCIENCE IN BUSINESS ADMINISTRATION – OPERATIONS MANAGEMENT. ...
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...Approaches to Change Management for Flexible Learning Australian Flexible Learning Framework Quick Guides series Based on the knowledge generated from the Australian Flexible Learning Framework projects and selected external literature, the Quick Guides series provides an introduction to key issues related to flexible and online delivery of Vocational Education and Training (VET). Reference as: Backroad Connections Pty Ltd 2003, Approaches to Change Management for Flexible Learning (Version 1.01), Australian Flexible Learning Framework Quick Guides series, Australian National Training Authority. Version 1.02, July 2004 This document can be accessed at: http://flexiblelearning.net.au/guides/change.pdf For a list of other Quick Guides see: http://flexiblelearning.net.au/projects/sharingknowledge.htm#guides / © 2003 Australian National Training Authority This work has been produced by the Sharing Knowledge project with the assistance of funding provided by the Commonwealth Government through the Australian National Training Authority. Copyright for this document vests in ANTA. ANTA will allow free use of the material so long as ANTA’s interest is acknowledged and the use is not for profit. The views and opinions expressed in this document are those of the authors and do not necessarily reflect the views of ANTA. ANTA does not give any warranty...
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...CHAPTER 3 THE CHANGING MARKET ENVIRONMENT Recession-hit Aga trials green energy Introduction 3.1 A framework for macro-environmental analysis . 3.2 The economic and political environment 3.3 The social and cultural environment 3.4 The technological environment 3.5 Changes in marketing infrastructure and practices 3.6 New strategies for changing macroenvironments 3.7 The Five Forces model of industry competition 3.8 The product life cycle 3.9 Strategic groups 3.10 Industry evolution and forecasting 3.11 Environmental stability 3.12 SPACE analysis 3.13 The Advantage Matrix Summary Case study: Food group shifts strategy to volume growth PART1 MARKETING STRATEGY CHAPTER 1 MARKET-LED STRATEGIC MANAGEMENT Puma gives the boot to cardboard shoeboxes . 4 Introduction 5 1.1 The marketing concept and market orientation 6 1.2 The resource-based view of marketing 12 14 1.3 Organisational stakeholders 1.4 Marketing fundamentals 19 1.5 The role of marketing in leading strategic management 23 Summary 25 Case study: Consumer trust sees John Lewis set retail pace 25 54 54 55 56 57 59 62 64 65 68 71 74 77 79 81 83 84 85 CHAPTER 2 STRATEGIC MARKETING PLANNING Asos founder turns to online homeware Introduction 2.1 Defining the business purpose or mission 2.2 The marketing strategy process 2.3 Establishing the core strategy 2.4 Creation of the competitive positioning 2.5 Implementation Summary Case study: iPhone 27 27 28 29 32 33 42 45 49 49 CHAPTER 4...
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...Critical Appraisal of 10 References 1.1 Butt, I., Kumar, U., Kumar, V. 2009. “Achieving alignment between manufacturing and marketing through strategy.” Indian Journal of Economics and Business. p83 http://0-go.galegroup.com.prospero.murdoch.edu.au/ps/i.do?action=interpret&id=GALE%7CA280093139&v=2.1&u=murdoch&it=r&p=AONE&sw=w&authCount=1 (accessed September 27, 2012). Summary: This article indicates that the competitive capability and success of a firm is directly linked to the manufacturing strategy and marketing objectives; which are inadvertently linked by understanding market requirements. It described positioning as the backbone of a business plan also used to combat competition in the market. Critical Evaluation: The positioning conceptual framework proposed in this article is crucial for manufacturing firm’s success. The set variables identified in the concept work in harmony and the organization’s performance are also measured and discussed. Rating: 3 out of 5 1.2 Landow, Y., 2012. “A Brand Positioning Nightmare.” Pharmaceutical Executive 32 (6): 60 – 62. http://0-search.proquest.com.prospero.murdoch.edu.au/docview/1041092781 (accessed on September 27, 2012). Summary: This article talks about a drug that has received a new indication within a short period of time and how the brand director approached an action plan to help the drug thrive in multiple targets with different needs and mindsets. Critical Evaluation: The situation in this article is useful...
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...Computer Consulting - Technical Calico Computer Consulting This business plan can be edited directly with Business Plan Pro software. * * 1.0 Executive Summary * 2.0 Company Summary * 3.0 Services * 4.0 Market Analysis Summary * 5.0 Strategy and Implementation Summary * 6.0 Management Summary * 7.0 Financial Plan * Appendix Executive Summary Calico Computer Consulting is in the process of being formed as a sole proprietorship owned and operated by Doug Burham. This plan is written as a guide for starting and managing this new business and will also serve as the basis for a separate, detailed marketing plan. Following is a summary of the main points of this plan. * The objectives of CCC are to generate a profit, grow at a challenging and manageable rate, and to be a good citizen. * The mission of CCC is to provide fast and reliable technical assistance to small office computer users. * The keys to success for CCC are marketing and networking, responsiveness and quality, and generating repeat customers. * The initial primary service offered will be hourly technical aid, although retainer contracts and projects will be considered in the future growth. * The local market for this business, while not new, is wide open for new and expanding consulting firms. * An initial financial analysis of the viability of this venture shows outstanding promise and results. Several sources note...
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...business success in today’s environment. Interdepartmental dynamics, a component of the Kohli and Jaworski market orientation framework, has been shown to influence market orientation and business performance. Several concepts have developed recently relating to and possibly further defining these components of market orientation. These are concepts of the business process orientation of an organization and the impact on interdepartmental and cross functional interaction. This study develops the construct of business process orientation (BPO) as it relates to interdepartmental dynamics. It also develops and validates the measures for BPO and tests the proposed relationship of BPO to interdepartmental dynamics. Copyright( - Property of Dr. Kevin McCormack. Do not copy without permission TABLE OF CONTENTS EXECUTIVE SUMMARY ………………………………………………………. 3 I. INTRODUCTION AND PURPOSE……………………………………… 4 II LITERATURE REVIEW (edited)………………………………………… 7 III RESEARCH DESIGN ……………………………………………………. 10 IV RESULTS AND FINDINGS …………………………………………….. 18 V SUMMARY AND CONCLUSIONS …………………………………….. 27 Appendices A. FINAL SURVEY………………………………………………………….. 34 B. DEFINITION OF TERMS ………………………………………………... 42 REFERENCES…………………………………………………………………….. 44 BIBLIOGRAPHY……………..…………………………………………………... 51 EXECUTIVE SUMMARY Interdepartmental and cross functional interaction are proposed to...
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