Strayer JWI518 Full Course 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?

 

JWI518 Marketing in Global Environment

Week 3 Assignment 1

Campaign Brief

 “In a busy marketplace, not standing out is the same as being invisible.”

Seth Godin

Overview

In this assignment, you assume the role of Director of Marketing at a Fortune 500 company. The Chief Marketing Officer (CMO) has asked you to prepare a Campaign Brief to use at the executive team meeting. A brief is similar to a memo but, whereas a memo is mainly informative, a brief recommends a course of action and therefore it has a persuasive tone. Your brief in this case will focus on the product or service that you have chosen to promote in your Marketing Campaign in this course.

The purpose of the Campaign Brief is to summarize your market research thus far and to present your strategy for marketing your product or service. Since the CMO and executive team are busy, high-level stakeholders, a brief is an appropriate vehicle to keep them informed without taking up too much of their time. To meet this goal, your Campaign Brief will be short and concise – only two to three pages long. Leverage what you have learned in the first three weeks of your marketing course, including the textbook readings, Week 2 Lecture Notes, articles, videos, and external resources. You will also need to conduct additional online research to be able to complete this assignment. This assignment provides you with a practical application of the ideas you have been studying and useful preparation for Assignment 2.

Note: you are encouraged to attend the tutorial for this assignment. Instructions can be found in the assignment module in Blackboard.

Instructions

Use the Assignment 1 Template provided in your course shell. The headings below mirror the sections in the template and provide you with some detailed prompts for each section. Respond to all the prompts and questions below to ensure that you include all required content in the assignment.

HEADER

? In the header area, enter the due date, your name, and the name of your product or service

A. PRODUCT OR SERVICE

? Briefly describe the product or service you have selected for your marketing campaign. Explain its basic or core functionality in satisfying a customer need.

? What are key features of your product or service? Be brief, but provide context. For example, use the format “Feature: Brief description of the feature and its benefits.”

B. BUYER PROBLEM

? What consumer “need” does your product or service address?

? What are the core results your buyers are seeking?

C. TARGET AUDIENCE

? What are the key demographics and characteristics of your target audience for this campaign?

? Is your target audience one segment, or should it be divided into two or more segments? If so, what are those two or more segments?

D. VALUES AND BELIEFS

? What are the top two or three underlying values and beliefs that you will target for this campaign?

? For each value that you have listed, provide a short description

? How can your campaign connect the product or service to the values of its buyers?

E. MARKETING MESSAGE

? What are the top three differentiators (points of difference) that distinguish your product or service from similar offerings sold by your competitors?

? For each point of difference that you have listed, provide a short description

? Write a short value proposition for this campaign in a manner that is engaging but succinct.

F. REFERENCES

? You should conduct research so that you will be knowledgeable on your target market, segmentation and other critical factors in developing a sound plan.

? You must cite the reference in the body of the brief, using the JWMI Writing Standards Guide, placing a (1), (2), (3) within the text that then aligns to the references.

? Citations are required for any references to market data or third-party sources.

Campaign Brief Formatting Requirements

? Typed, using a professional font (size 10-12)

? Use the Assignment 1 Template provided in the course shell

? Do NOT include a Cover page, as this is a professional brief and not a paper. Instead, use the spaces that are provided for your name, the date, etc. in the template.

? References must be included and provide information that enables the reader to locate the original source. Application and analysis of course materials and resources are expected, and additional research is welcome.

? Your Campaign Brief should be two to three pages in length, including your References list.

 

JWI518 Marketing in Global Environment

Week 5 Assignment Part A

Assignment 2: Marketing Campaign Slide Deck

Part A: Create Slides 1 to 6

Overview

In this assignment, you assume the role of Director of Marketing at a Fortune 500 company. The Chief Marketing Officer (CMO) has reviewed your Campaign Brief and shared it with the executive team. They have asked for a presentation with details of the proposed Marketing Campaign. This presentation will be developed as a PowerPoint slide deck in Assignment 2 and presented via Zoom in Assignment 3.

For Assignment 2, you will create a PowerPoint deck of 10 to 15 slides. To support you in this assignment, there is an Assignment 2 Template available in your Blackboard course. You should use this template as a guide in developing your slides, to ensure that all required content is included.

Bear in mind that your audience will be the CMO and members of the company’s executive team. As highlevel  ecision makers, these are very busy people, so you know that you must present your ideas concisely, to respect their time, but also persuasively, to solicit their buy-in and approval for the campaign.

Leverage what you have learned in the first seven weeks of your JWI 518 – Marketing in a Global Environment course, including the textbook readings, Lecture Notes, articles, videos, and external resources. You will also build on the work you did in your Campaign Brief in Assignment 1. Note: you are encouraged to attend the tutorial for this assignment. Instructions can be found in the assignment module in Blackboard.

Submission of Part A and Part B

In Week 5, for Part A, you will create only Slides 1 to 6. Your professor will grade the slides and provide

feedback to help you revise the first six slides. Your slides should be as complete as possible. If you still need

additional data, note this in your slides, indicating what will be added and where you will locate the data.

Assignment 2, Part A is due by Sunday, midnight of Week 5.

In Week 7, for Part B, you will incorporate your professor’s feedback into Slides 1 to 6, create Slides 7 to 10, and add your References. Then you will finalize and submit the Full Slide Deck, as Assignment 2, Part B.

Instructions

Construct your slides for Assignment 2 using the Slide Deck Outline below. The slide numbers in parentheses refer to the numbered slides in the Assignment 2 Template. You may add some additional slides for topics that need them, but your total slide deck must be no more than 15 slides.

Slide Deck Outline

COVER SLIDE (SLIDE 1)

• Enter Company name, Campaign name, and Product or Service name

• Enter Student name, Professor name, and Submission date

PRODUCT / SERVICE AND FEATURES (SLIDE 2)

• Introduce the product or service for the campaign:

o Description of the product or service

o What is its core purpose or function?

• What are its key features and benefits?

o Specify three or four key features

o Briefly describe the benefit of each key feature

• Where indicated, add a logo or photo representing the product or service

MARKETING GOALS (SLIDE 3)

• Which marketing goals will this campaign support?

o Provide a minimum of 3 and a maximum of 5 goals

o Write a brief SMART description for each goal

§ SMART = Specific, Measurable, Achievable, Relevant & Recorded, and Time-Bound

o You may select from the sample goals below or add your own alternative goals:

§ Build brand awareness

§ Increase in number of items sold

§ Increase in market share

§ Capture a new target market

§ Broaden the company’s mix of products/services

§ Increase overall company revenues

§ Increase donations to organization

§ Improve ROI on advertising expenditure

§ Change or improve the company’s image  is subject to change based on the needs of the class.

TARGET AUDIENCE AND COMPETITION (SLIDE 4)

• What are the key characteristics of your target audience?

• How will you differentiate your brand from the competition?

o Fill in the chart provided in the template to compare your product or service to similar offerings from two competitors in the marketplace

CUSTOMER NEEDS AND WANTS (SLIDE 5)

• Customer Need:

o What customer “need” does your product or service address?

o What is the value that the product or service delivers to the customer?

o Why would a customer buy the product or service?

• Customer Wants:

o What customer “wants” does the product or service fulfill?

o How does it reinforce the customer’s self-image?

o How does it connect the customer with others?

CUSTOMER VALUES AND BELIEFS (SLIDE 6)

• What are the core values and beliefs of your target audience?

• How will this campaign connect your brand to those customer values and beliefs?

MARKETING MESSAGES AND STORY (SLIDE 7)

• What are the key features you need to highlight in your marketing messages for this campaign?

• What is the “story” that you will use to appeal to customers in this campaign?

• What words and images will you use to “frame” your marketing story for this campaign?

SOCIAL MEDIA STRATEGY (SLIDE 8)

• Where will you advertise to reach your target audience for this campaign?

o Choose 3 social media channels and fill in the chart provided in the template

• How will you use social media to engage your audience for this campaign?

• How will you use social media to spread your marketing message widely in this campaign?

MARKETING METRICS AND BUDGET ALLOCATION (SLIDE 9)

• Select at least 4 marketing categories – examples are provided in the template

• For each marketing category, fill in the chart to answer these questions:

o What is the budget dollar amount?

o What is the budget percentage?

o Is this marketing category using a digital or traditional type of channel?

o Why is this category relevant for your campaign?

o What metric(s) can be calculated with data from this category?

o How often should data be collected to calculate the specified metric(s)?

Note: Over 50% of the budget must be for digital marketing channels versus traditional

CONCLUSION (SLIDE 10)

• Describe the short term and long term benefits of a successful campaign

• Specify the reasons why the executive team should approve your proposal

• Thank your audience and invite questions

REFERENCES

• You should conduct research so that you will be knowledgeable on your target market, segmentation and other critical factors in developing a sound plan.

• You must list all your research sources on the References slide(s), using the format presented in the JWMI Writing Standards Guide.

• List your references in the order that they are used in your PowerPoint Slides.

• You should have some course work references and some references from your own research.

Slide Deck Formatting Requirements

• Submit your assignment in the form of a 10 to 15 slide PowerPoint deck

§ Note: Your References slide(s) do not count towards the total of 15 slides

• Use the Assignment 2 Template provided and include all the required content items

• Limit the amount of text by expressing your ideas briefly and succinctly

• Format your slides professionally and consistently

• Review your slides to remove any spelling and grammatical errors

 

JWI518 Marketing in Global Environment

Week 7 Assignment Part B

Assignment 2: Marketing Campaign Slide Deck

Part B: Incorporate feedback for Slides 1 to 6; Create Slides 7 to 10; Add References; submit

Overview

In this assignment, you assume the role of Director of Marketing at a Fortune 500 company. The Chief Marketing Officer (CMO) has reviewed your Campaign Brief and shared it with the executive team. They have asked for a presentation with details of the proposed Marketing Campaign. This presentation will be developed as a PowerPoint slide deck in Assignment 2 and presented via Zoom in Assignment 3.

For Assignment 2, you will create a PowerPoint deck of 10 to 15 slides. To support you in this assignment, there is an Assignment 2 Template available in your Blackboard course. You should use this template as a guide in developing your slides, to ensure that all required content is included.

Bear in mind that your audience will be the CMO and members of the company’s executive team. As highlevel  ecision makers, these are very busy people, so you know that you must present your ideas concisely, to respect their time, but also persuasively, to solicit their buy-in and approval for the campaign.

Leverage what you have learned in the first seven weeks of your JWI 518 – Marketing in a Global Environment course, including the textbook readings, Lecture Notes, articles, videos, and external resources. You will also build on the work you did in your Campaign Brief in Assignment 1. Note: you are encouraged to attend the tutorial for this assignment. Instructions can be found in the assignment module in Blackboard.

Submission of Part A and Part B

In Week 5, for Part A, you will create only Slides 1 to 6. Your professor will grade the slides and provide

feedback to help you revise the first six slides. Your slides should be as complete as possible. If you still need

additional data, note this in your slides, indicating what will be added and where you will locate the data.

Assignment 2, Part A is due by Sunday, midnight of Week 5.

In Week 7, for Part B, you will incorporate your professor’s feedback into Slides 1 to 6, create Slides 7 to 10, and add your References. Then you will finalize and submit the Full Slide Deck, as Assignment 2, Part B.

Instructions

Construct your slides for Assignment 2 using the Slide Deck Outline below. The slide numbers in parentheses refer to the numbered slides in the Assignment 2 Template. You may add some additional slides for topics that need them, but your total slide deck must be no more than 15 slides.

Slide Deck Outline

COVER SLIDE (SLIDE 1)

• Enter Company name, Campaign name, and Product or Service name

• Enter Student name, Professor name, and Submission date

PRODUCT / SERVICE AND FEATURES (SLIDE 2)

• Introduce the product or service for the campaign:

o Description of the product or service

o What is its core purpose or function?

• What are its key features and benefits?

o Specify three or four key features

o Briefly describe the benefit of each key feature

• Where indicated, add a logo or photo representing the product or service

MARKETING GOALS (SLIDE 3)

• Which marketing goals will this campaign support?

o Provide a minimum of 3 and a maximum of 5 goals

o Write a brief SMART description for each goal

§ SMART = Specific, Measurable, Achievable, Relevant & Recorded, and Time-Bound

o You may select from the sample goals below or add your own alternative goals:

§ Build brand awareness

§ Increase in number of items sold

§ Increase in market share

§ Capture a new target market

§ Broaden the company’s mix of products/services

§ Increase overall company revenues

§ Increase donations to organization

§ Improve ROI on advertising expenditure

§ Change or improve the company’s image  is subject to change based on the needs of the class.

TARGET AUDIENCE AND COMPETITION (SLIDE 4)

• What are the key characteristics of your target audience?

• How will you differentiate your brand from the competition?

o Fill in the chart provided in the template to compare your product or service to similar offerings from two competitors in the marketplace

CUSTOMER NEEDS AND WANTS (SLIDE 5)

• Customer Need:

o What customer “need” does your product or service address?

o What is the value that the product or service delivers to the customer?

o Why would a customer buy the product or service?

• Customer Wants:

o What customer “wants” does the product or service fulfill?

o How does it reinforce the customer’s self-image?

o How does it connect the customer with others?

CUSTOMER VALUES AND BELIEFS (SLIDE 6)

• What are the core values and beliefs of your target audience?

• How will this campaign connect your brand to those customer values and beliefs?

MARKETING MESSAGES AND STORY (SLIDE 7)

• What are the key features you need to highlight in your marketing messages for this campaign?

• What is the “story” that you will use to appeal to customers in this campaign?

• What words and images will you use to “frame” your marketing story for this campaign?

SOCIAL MEDIA STRATEGY (SLIDE 8)

• Where will you advertise to reach your target audience for this campaign?

o Choose 3 social media channels and fill in the chart provided in the template

• How will you use social media to engage your audience for this campaign?

• How will you use social media to spread your marketing message widely in this campaign?

MARKETING METRICS AND BUDGET ALLOCATION (SLIDE 9)

• Select at least 4 marketing categories – examples are provided in the template

• For each marketing category, fill in the chart to answer these questions:

o What is the budget dollar amount?

o What is the budget percentage?

o Is this marketing category using a digital or traditional type of channel?

o Why is this category relevant for your campaign?

o What metric(s) can be calculated with data from this category?

o How often should data be collected to calculate the specified metric(s)?

Note: Over 50% of the budget must be for digital marketing channels versus traditional

CONCLUSION (SLIDE 10)

• Describe the short term and long term benefits of a successful campaign

• Specify the reasons why the executive team should approve your proposal

• Thank your audience and invite questions

REFERENCES

• You should conduct research so that you will be knowledgeable on your target market, segmentation and other critical factors in developing a sound plan.

• You must list all your research sources on the References slide(s), using the format presented in the JWMI Writing Standards Guide.

• List your references in the order that they are used in your PowerPoint Slides.

• You should have some course work references and some references from your own research.

Slide Deck Formatting Requirements

• Submit your assignment in the form of a 10 to 15 slide PowerPoint deck

§ Note: Your References slide(s) do not count towards the total of 15 slides

• Use the Assignment 2 Template provided and include all the required content items

• Limit the amount of text by expressing your ideas briefly and succinctly

• Format your slides professionally and consistently

 

 

JWI518 Marketing in Global Environment

Week 9 Assignment 3

Assignment 3: Marketing Campaign Presentation

In this assignment, you assume the role of Director of Marketing and you are attending a meeting with the Chief Marketing Officer (CMO) and the executive team. You have been asked to deliver the presentation you prepared on your proposed Marketing Campaign. The CMO has asked you to keep the length of your presentation to no more than 7 minutes. Due to this time limit, you must present your message as concisely, cogently and convincingly as possible, in order to obtain the approval of the executive team for your proposal.

Instructions

You will use the Marketing Campaign slide deck that you developed in Assignment 2. Record your presentation by using Zoom. The video must include both you and your slides. Remember that during the presentation, you as Presenter are the main focus for the audience. Your slide deck serves only as a visual aid to support your message.

Dress appropriately for a business meeting and demonstrate a confident executive presence. You may stand or sit, as you prefer, but strive to convey confidence and to be expressive in your manner of speaking to your audience. Your presentation should stay within the time limit of five to seven minutes.

Note: See your Blackboard course for instructions on using Zoom to make the recording.

Tips for Effective Presentation

Use the tips and suggestions below to make your presentation effective and professional:

?           For the best results using Zoom, work on a computer rather than a mobile device or iPad

?           Record your presentation in a quiet room or space, with neutral, non-distracting surroundings

?&nbs