Strayer JWI518 All Weeks Discussions Latest 2020 January

JWI518 Marketing in Global Environment

Week 1 Discussion

Introduction and Your Customer Experience

Introduce yourself to your classmates and professor. A picture of yourself is always welcome.

According to Godin, to succeed in digital marketing, it is necessary to “identify a population with a certain worldview, frame your story in terms of that worldview and you win.” Let’s explore this concept from the customer’s perspective.

Pick one social media channel where you receive marketing messages – e.g. Facebook, Twitter, Instagram, etc.

What companies are currently marketing to you on that channel? What products or brands are they presenting to you?

Why do you think those companies selected you as a prospective customer? Which of those products or brands are interesting to you and why?

This week only, post your initial response by Friday, midnight of your time zone, and reply to at least 2 of your classmates’ initial posts by Sunday, midnight of your time zone.??

 

JWI518 Marketing in Global Environment

Week 2 Discussion

Your Campaign Story

During this course, you will develop a campaign plan to market a product or service. In Assignment 1, you will write a brief proposal for the campaign. In Assignment 2, you will develop a slide deck to present the campaign proposal to the executive team.

This week’s discussion helps you prepare for Assignment 1. You will select your company, indicate your chosen product or service, and explore its core function and key features.

To get started, follow the directions below:

Before writing your discussion post, read the Assignment 1 Instructions.

Write your discussion post by responding to the prompts below:

Choose the company or organization for your marketing campaign

You may select the company you currently work for (recommended), a company you used to work for, a non-profit organization, or a Fortune 500 company

Indicate your idea for a product or service that will be the focus of your marketing campaign

Briefly describe your product or service in basic terms:

What is the core problem that the product or service solves?

What are 2 or 3 key features of the product or service?

How does the product or service you chose align with the story and brand of the overall company?

What challenges or risks could you face in a campaign to promote this product or service

 

JWI518 Marketing in Global Environment

Week 3 Discussion

What Does a CMO Do?

In the past, the Chief Marketing Officer (CMO) was responsible for managing marketing strategy and advertising across an organization. Today, the role has become more complex, encompassing the digital marketplace, branding, as well as public relations and new business generation.

Do some research on the CMO role and read about a few of the top CMOs in Fortune 500 companies. Then report on your research by responding to the prompts below:

Describe in your own words the key duties and responsibilities of a CMO in today’s job market

Select one successful CMO from a Fortune 500 company and explain what you found impressive about that person’s approach to the CMO role

 

JWI518 Marketing in Global Environment

Week 4 Discussion

Digital Marketing Channels

NOTE: At the start of your discussion post, remind your peers of the company and product/service you have chosen for your marketing campaign.

Identify one competitor already in the marketplace with a similar product or service to yours. Respond to the below prompts:

What company did you identify and what product or service do they offer?

Which channels do they use to promote their product or service?

Do you think that their messaging is effective? Why or why not? Give examples.

Choose at least two digital marketing channels to promote and market the product or service chosen for your marketing campaign. Think through how you would leverage these channels, using the questions below to guide you:

What two digital channels did you choose and why?

How would you use those channels?

Create a brief  “story” or idea to promote your product or service to customers

 

 

 

JWI518 Marketing in Global Environment

Week 5 Discussion

Consumer Decisions

Identify a brand that you purchase repeatedly. It may be any type of product or service. Discuss your experience with the brand and your decision-making process, using the prompts below:

What is the brand that you purchase repeatedly?

How often do you buy the product or use the service?

How did you first become aware of this brand and why did it appeal to you?

Where do you see this brand advertised or discussed?

Online? Through which channels? Offline? At what locations?

How does this brand satisfy your needs and align with your values?

Have you recommended this brand to any friends or family members?

 

JWI518 Marketing in Global Environment

Week 6 Discussion

Channels and Metrics

NOTE: At the start of your discussion post, remind your peers of the company and product/service you have chosen for your marketing campaign.

Choose one social media channel and one traditional channel that you plan to use in your marketing campaign. For each channel, answer the following questions:

Why is this channel an appropriate choice to promote your product or service?

What type of data will you be able to collect related to your use of this channel in your campaign?

What metrics and KPIs might be useful in assessing your return on investment for this channel?

Now consider the company’s own website, which is also a digital marketing channel. Answer the following questions about the company website:

What type of content will be needed on your own website to promote your product or service?

What type of data will you be able to collect from the company website to assess ROI? How will you collect this data?

 

 

 

 

JWI518 Marketing in Global Environment

Week 7 Discussion

Coca-Cola and Human-Centric Marketing

Read the Walker Smith article and watch the two videos in this week’s materials about Coca-Cola’s marketing strategies. Then respond to the prompts below:

In what way does Coca-Cola use storytelling in its branding and marketing?

The video narrator says Coca-Cola strives “to associate the brand with a good feeling.” How do they achieve this?

Pick two of Kotler’s “human qualities or attributes” listed in this week’s introduction. Select two Coca-Cola ads and describe how they use these attributes to connect with customers.

 

JWI518 Marketing in Global Environment

Week 8 Discussion

Branding and Omnichannel Marketing

Use the Wall Street Journal menu link to find a recent article related to branding or omnichannel marketing. Alternatively, your source may be any other business periodical (e.g., Forbes, BusinessWeek, The Economist) with an article that contains relevant information.

Provide a link or reference to the article. Then respond to the prompts below:

Briefly summarize the key ideas discussed in the article

Do your own experiences as a customer reinforce or challenge the ideas in the article?

How do the ideas from this article apply to your company or workplace?

Is the challenge of brand alignment across channels covered in this article?

If so, describe how it is discussed and explain its relevance

If not, should it have been included in the discussion? Why or why not?

 

JWI518 Marketing in Global Environment

Week 9 Discussion

Loyalty Programs

Think about your favorite loyalty program.

Briefly describe the program, what it does, and how it is used.

What are its benefits to the customer and the marketer?

How does the program entice the customer to keep using it?

How does it impact the competitive landscape?

 

JWI518 Marketing in Global Environment

Week 10 Discussion

Global Marketing

Consider the advantages and challenges presented by today’s global marketing environment. Then answer the questions below:

Does your company (or the company you used for your assignments) have a global or international presence?

Answer the applicable question below:

If your company is global: What are some of the pros and cons for your company of doing business across countries and cultures?

If your company is not global: Do you think that your company should go global? Why or why not?

Why is it important for leaders – the CMO, CEO and Executive Team – to understand digital and global marketing dynamics? What is the role of leaders in helping their organizations to navigate the challenges of a global marketplace?