Trident MKT501 All Modules Cases & SLPs Latest 2019 January Question # 00599946 Subject: Education Due on: 04/01/2019 Posted On: 04/01/2019 04:15 AM Tutorials: 1 Rating: 4.9/5

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.