Trident MKT501 2019 January All Modules Cases & SLPs Latest

MKT501 Strategic Marketing
Module 1 – Case
STP, PRODUCT MANAGEMENT & SITUATION ANALYSIS
Assignment Overview
A Customer Focus
After you determine what you are selling, the next critical part of the marketing plan is to understand to whom you are selling. Knowing your customer is essential to ensure that the company is delivering an appropriate message to the target market. Marketing success is about turning sales leads into profits.
Not only should a company focus on servicing its current customer base, it must also seek out new customers.
This module’s case will focus on defining your product’s customer demographic and psychographic profile, along with customer relationship management (CRM) and customer satisfaction metrics. CRM is about managing current and prospective customers for strong and long customer relationships.
Case Assignment
Check out Nielsen Insights to find out more about today’s customer. Visit Experian and Mosaic® to find out more about using marketing research to develop customer profiles.
Using information from the websites and articles from the library’s full-text article databases (Academic Search Complete, Business Source Complete, and/or ProQuest Central), create a customer profile brief:
Customer Demographics and Psychographics—A review of current customer demographics—explain why this demographic profile is your primary target market.
•             Develop a demographic profile of the potential customer segment.
•             List at least two demographic tools you can use to help develop the demographic profile.
•             Potential customer market demographics. Define the psychographic profile of your customer.
Customer Relationship Management—Find two CRM tools that help companies identify pertinent information about their customer segments.
•             How will you use these tools to manage the customer relationship?
Since you are engaging in research, be sure to cite and reference the sources in APA format. The paper should be written in third person; this means words like “I”, “we”, and “you” are not appropriate. For more information see Differences Between First and Third Person.
Use the attached APA-formatted template (MKT501 Case1) to create your submission.
Assignment Expectations
Your submission will include:
•             Trident University International’s cover page
•             A 4- to 5-page paper with APA citations (2- to 3-sentence introduction, body, 2- to 3-sentence conclusion)
•             The reference list page in APA format
Grading Note:
At Trident University International, rubrics are used for grading. These rubrics specify the points available for each component of an assignment. Points are earned based on the level of the work submitted. The rubric located in the case dropbox is used for this case.
 
MKT501 Strategic Marketing
Module 1 – SLP
STP, PRODUCT MANAGEMENT & SITUATION ANALYSIS
Target Audience and Competition are the next components to be addressed in the process of developing a Marketing Strategy. To choose an appropriate target market, one must understand how consumers make purchase decisions.
Research
•             Research and discuss Maslow’s theory of needs and how it is applied to marketing. Resources MUST include articles in the library’s full-text article databases (Academic Search Complete, Business Source Complete, and/or ProQuest Central).
•             Define the stages of the consumer behavior model (or industrial model, if appropriate) and apply how the concepts affect the marketing effort. Resources MUST include articles in the library’s full-text article databases (Academic Search Complete, Business Source Complete and/or ProQuest Central).
Application to Product/Service
•             Provide a quick overview of the product or service you created.
•             Even though you have “created” a product or service, the applications and research in this section will be real.
?              Identify your target market. Provide a specific demographic profile and rationale for this decision. Another source that may help you: The US Census Bureau’s American Fact Finder. Consider the size of the market and its purchasing power. Research is required to back-up your selection and to provide statistics to show that it is a viable market.
?              Analyze your competition. Who are they? Who are the biggest players? How large is the market? What are the trends/forecasts in the industry? How does your product/service fit in? IBISWorld in the Library is a good tool for this section; it may be accessed under “ADDITIONAL LIBRARY RESOURCES” and then scroll down to the database.
The assignment requires the use of ARTICLES from the library’s full-text databases. Articles are found in periodicals. These are not to be confused with eBooks or Reference Books. The most popular databases in marketing are: Academic Search Complete, Business Source Complete, and/or ProQuest Central.
Effective academic and research writing requires a 3rd person voice. This SLP will be written in 3rd person. Do not use any quotations. For more information see Differences Between First and Third Person. Since you are engaging in research, be sure to cite and reference the sources in APA format. NOTE: the Analysis in the Appendix may be written in 1st person.
Use the attached APA-formatted template (MKT501 SLP1) to create your submission.
SLP Assignment Expectations
Your submission will include:
•             Trident University International’s cover page
•             A 2- to 3-page paper with APA citations (2-to 3-sentence introduction, body, 2-to 3-sentence conclusion)
•             The reference list in APA format
Grading Note:
At Trident University International, rubrics are used for grading. These rubrics specify the points available for each component of an assignment. Points are earned based on the level of the work submitted. The rubric located in the SLP dropbox is used for this SLP.
 
 
MKT501 Strategic Marketing
Module 2 – Case
PROMOTION MANAGEMENT & SWOT ANALYSIS
Assignment Overview
The Marketing Plan: GAP Analysis
Every business should determine its own standards for success when evaluating the attractiveness of a market, since every industry has its unique circumstances. Criteria that influence Segment Attractiveness include:
•             Market Growth (Market Size, Growth Rate, Market Potential)
•             Competitive Intensity (Number of Companies, Ease of Entry, Substitutes)
•             Market Access (Customer Familiarity, Channel Access, Company Fit)
While benchmarking based on criteria is beneficial in capturing the qualitative aspects of a market situation, the profit potential must also be assessed for all segments deemed attractive based on their market attractiveness indexes.
Segmentation Application
•             Provide a brief description of your chosen product/service. (This should be used throughout the class.)
•             Analyze customer needs for the target product
•             Discuss Segmentation Strategies based on two real competitors’ market position
•             Devise a niche marketing strategy that would be appropriate for your company’s product.
Gap Analysis, Benchmarking & Competitive Advantage
•             Implement a Gap Analysis of Two Competitors. Discuss how the findings would be used.
•             Develop Competitor and Competitive Benchmarking.
o             Competitor benchmarking involves identifying a business’s main competitors and then comparing itself against them in key performance areas. Competitive benchmarking involves going outside a business’s market or industry to study a company that excels in an area where the business is deficient.
•             Devise Strategies to Achieve Competitive Advantage for the Company
This is the main part of the assignment and requires extensive critical thinking. Do not rely on summarizing information; instead explain based on the definition of each virtue and vice how they apply to your chosen leader. Use your library articles to provide support for the analysis. Use the template and divide your paper into clear sections with headings based on each of the virtues and vices you are discussing.
Using articles primarily from Trident Online Library’s full-text databases (like Academic Search Complete, Business Source Complete, and/or ProQuest Central), research the chosen topic and create a well-balanced 4- to 5-page submission that demonstrates evidence of critical thinking. Remember that this means your paper should not be just a summary of the articles and book chapters that you read, but rather an in-depth analysis that is supported by quality, professional, and graduate-level research.
Do not use any quotations. Since you are engaging in research, be sure to cite and reference the sources in APA format. The paper should be written in third person; this means words like “I”, “we”, and “you” are not appropriate. For more information see Differences Between First and Third Person.
Use the attached APA-formatted template (MKT501 Case2) to create your submission.
Assignment Expectations
Your submission will include:
•             Trident University International’s cover page
•             A 4- to 5-page paper with APA citations (2- to 3-sentence introduction, body and 2- to 3-sentence conclusion)
•             The reference list page in APA format
 
MKT501 Strategic Marketing
Module 2 – SLP
PROMOTION MANAGEMENT & SWOT ANALYSIS
Successful Messaging
It is important to understand what you are selling before you can craft messages to target specific markets. The marketing “P” for product defines the features and benefits of the product that explains why a customer should buy your product. Product (or service) strategy is a guiding step in the overall marketing plan.
Your product line presentation to senior management will take place via video conferencing. You will need to prepare a PowerPoint presentation and an accompanying script in Word for the meeting.
Launching your Product
Your PowerPoint presentation and accompanying script will include the following:
•             Company Competition—Develop a SWOT analysis to graphically depict your company’s current competition. Explain the SWOT in words.
•             Segmentation—Consider who is interested in your product. Identify the type of customer groups interested in the product and why.
•             Targeting Customers—Based on the product offering and customer segments, describe what customers segments you will serve and why.
•             Product Positioning—Determine your positioning strategy for the product. What image do you want to project to your customers and prospects? How will you appeal to your selected customer segments?
o             Use the 4Ps of marketing to help with this. For example, will we differentiate the price based on quality and value? Where will we distribute the product? For example, is your product distinctive, unique, or the best quality for the price? Write your positioning statement for the product.
•             Customer Lifetime Value—How will you build customer lifetime value for the company based on your product marketing strategies?
SLP Assignment Expectations
Please submit your assignment. 
Two files will need to be uploaded.
1.            SCRIPT: A Word document using the attached template (MKT501 SLP2 Script). The Body of the Word Script must be at least 1000 words. Be sure to cite and reference your resources in the Word Script.
2.            POWERPOINT Presentation of at least 15 slides in length
 
 
 
 
 
 
 
MKT501 Strategic Marketing
Module 3 – Case
DISTRIBUTION & MARKETING PLAN
Case Assignment
An important component of the Marketing Strategy is the Marketing Mix. The Marketing Mix is the set of decisions about communications and promotion, price, channels of distribution, and customer relationship management.
This week you will focus only on communications and promotion, following an integrated marketing communications (IMC) approach. Such an approach delivers a clear and consistent message to your consumers and is connected to your Core Strategy.
IMC Research:
Discuss the aspects of the IMC. (The elements of the communication mix include: advertising, direct marketing, sales promotion, publicity/public relations, and personal selling.) Define each and discuss the pros and cons of the individual elements.
You should use the text for basic definitions. The majority of research for this section of the assignment must come from ARTICLES located in the library’s full-text databases (Academic Search Complete, Business Source Complete, and/or ProQuest Central).
Application
•             Provide a brief introduction of the company with which you are working.
•             Include a detailed description of your IMC approach. Explain your rationale for choosing or rejecting the specific elements (include applications to the earlier research section). What changes do you expect to make as the product/service matures?
•             Describe the message you wish to communicate based on your core strategy. Explain your rationale for the message. Formulate how you will communicate with your target market? Be specific. How will the internet be used in your IMC approach?
•             Select and explain the most suitable method for measuring advertising effectiveness. Your decision must include research to back up the selected method. Be sure to explain why this is the most effective method to measure the effectiveness of your marketing campaign.
Do not use any quotations. Since you are engaging in research, be sure to cite and reference the sources in APA format. The paper should be written in third person; this means words like “I”, “we”, and “you” are not appropriate. For more information see Differences Between First and Third Person.
Use the attached APA-formatted template (MKT501 Case3) to create your submission.
Assignment Expectations
Your submission will include:
•             Trident University International’s cover page
•             A 4- to 5-page paper with APA citations (2- to 3-sentence introduction, body, 2- to 3-sentence conclusion)
•             The reference list page in APA format
 
MKT501 Strategic Marketing
Module 3 – SLP
DISTRIBUTION & MARKETING PLAN
Call to Action
How do you get the consumer to your site or social media? This is the exciting part of the promotion process – using creative tools to drive traffic to your site.
Sizing up the competition online
Use research from quality graduate-level resources and web searches of competitors:
•             Analyze at least one competitor and how it is driving traffic to its sites.
Boost your online presence
•             Provide a brief introduction of the company with which you are working.
•             Explain what online presence your product and service will have (include website and social media).
Create a plan using at least three different communication tools to promote your online presence.
•             Include rationale to back up your decisions.
•             Explain how you will measure the effectiveness of each tool listed (research is required).
In academic writing, it is necessary to use 3rd person vs. 1st person. For more information see Differences Between First and Third Person. This SLP will be written in 3rd person. Do not use any quotations. Since you are engaging in research, be sure to cite and reference the sources in APA format.
Use the attached APA-formatted template (MKT501 SLP3) to create your submission.
SLP Assignment Expectations
Your submission will include:
•             Trident University International’s cover page
•             A 2- to 3-page paper with APA citations (2- to 3-sentence introduction, body, 2- to 3-sentence conclusion)
•             The reference list in APA format
 
 
 
MKT501 Strategic Marketing
Module 4 – Case
PRICING & MARKETING PLAN IMPLEMENTATION
Margins & Sales Volume
Different industries have varied benchmarks for margins. For example in restaurants alcohol margins are usually much higher than food margins. In other industries, margins are affected by seasonal demand.
Industry Research and Application
Research your product/service’s industry with regard to mark-ups and contribution margins.
•             Describe the industry
•             Discuss the margins and markups on goods or services
•             Discuss other economic factors that affect the mark-ups
•             What marketing techniques can companies use to support the pricing schemes that support their margins?
Use research from quality graduate-level resources and at least two articles from Trident Library’s full-text databases like (Academic Search Complete, Business Source Complete and/or Proquest Central). Stay away from consultant sites on the internet.
Do not use any quotations. Since you are engaging in research, be sure to cite and reference the sources in APA format. The paper should be written in third person; this means words like “I”, “we”, and “you” are not appropriate. For more information see Differences Between First and Third Person.
Use the attached APA-formatted template (MKT501 Case4) to create your submission.
Assignment Expectations
Your submission will include:
•             Trident University International’s cover page
•             A 4- to 5-page paper with APA citations (2- to 3-sentence introduction, body, 2- to 3-sentence conclusion)
•             The reference list page in APA format
 
MKT501 Strategic Marketing
Module 4 – SLP
DISTRIBUTION & MARKETING PLAN
Session Long Project
You will create a final a marketing project using assignments you created during the class. It is not necessary to create new content other than an introduction and conclusion for the project; but you are required to address comments provided by your faculty member and make updates accordingly.
Using the template provided, complete the comprehensive SLP for MKT501. Since you have a series of different references lists for each assignment, you will need to combine them for this submission.
To make the work flow better, add a sentence at the end of each section or the beginning of the next to connect them.
SLP4: Strategic Marketing Plan
Product Overview
Product/Service Overview (used in your discussions)
Customer Profiling
Module 1: Week 1 Discussion Post.
Messaging
Module 1: Week 2 Discussion Post.
Customer Demographics and Psychographics
Module 1: Case.
Customer Relationship Management
Module 1: Case.
Target Audience and Competition
Module 1: SLP (Application to Product/Service).
Societal Marketing
Module 2: Week 1 Discussion Post.
Creative Message
Module 2: Week 2 Discussion Post.
Segmentation Application
Module 2: Case.
Gap Analysis, Benchmarking and Competitive Advantage
Module 2: Case.
Competition, Segmentation, Positioning, Lifetime Value
Module 2: SLP. Must be reformatted and double-spaced.
Differentiation
Module 3: Week 1 Discussion Post.
Distribution
Module 3: Week 2 Discussion Post.
IMC: Integrated Marketing Communications
Module 3: Case (Application).
Competition and Boosting online Presence
Module 3: SLP.
Pricing
Module 4: Week 1 Discussion Post.
Perceived Value
Module 4: Week 2 Discussion Post.
Margins and Sales Volume
Module 4: Case.
Use the attached APA-formatted template (MKT501 SLP4) to create your submission.
SLP Assignment Expectations
Your submission will include:
•             Trident University International’s cover page
•             A paper with APA citations (2- to 3-sentence introduction, body, 2- to 3-sentence conclusion)
•             The reference list page in APA format
The entire paper will vary in length based on what was previously submitted.