B6026 – Marketing Planning & Strategy

Tadas Petrys, PhD

Week 1 Discussion

• Does marketing create or satisfy consumer needs? Comment on the “dark side” of marketing. Cite examples of companies that have compromised their ethics/values for increased sales and profits.– Examine whether marketing creates or satisfies

consumer needs. – Describe the “dark side” of marketing. – Cite examples of companies that have compromised

their ethics or values for increased sales and profits.

Week 1 Assignment

• Written Assignment: 3-5 pages– Describe how household patterns in the United States

are anticipated to change over the next few years. – Examine the impact of such changes on the demand

for different goods. – Next, consider the organization that you work in or an

organization you have worked in before. Identify how the changing demographics will impact your organization and what they can do to successfully manage these changes.

Week 2 Discussion• Think about an online social media network like Facebook or

LinkedIn. Respond to the following:1. For targeting new customers, examine the advantages and

disadvantages of using these social networks compared to search engine advertising.

2. Provide specific examples of products that lend themselves more to social networks than to search engine advertising.

3. Discuss how this avenue of marketing might be effective in the success of a new product associated with existing brands.

• Provide specific examples of products that lend themselves more to social networks as compared to search engine advertising and also discuss how this avenue of marketing might be effective in the success of a new product associated with existing brands. Please provide real world examples.

Week 2 Assignment• PowerPoint presentation no more than 5-6 slides • Identify an organization, product or service that

you want to build your marketing plan around for this class. Strengths, weaknesses, opportunities, and threats (SWOT) are critical components of a marketing plan.

• Use a SWOT analysis to evaluate your market and future competition. Include your recommendations for benchmarking and creating a competitive advantage based on the analysis.

Week 3 Discussion• Sara is the marketing manager of a small HR consultancy

firm. She wants to address improving customer relations and understanding and managing consumer behavior. She would like to implement a process of using a database to assist her company in its marketing efforts. She is also concerned about online privacy versus offline.– How would you address Sara’s concern about the level of

privacy in an online versus off-line database?– What are ways in which she might be able to use the database

for better understanding consumer behavior and building customer relationships? Provide at least five such ways.

– Then, describe five ways in which she might be able to use the database for better understanding consumer behavior and building customer relationships.

Week 3 Assignment (LASA 1)• Word document approximately 5-6 pages• Research an online consumer product or service

(such as an eBook from the Kindle store or a movie from the iTunes store).

• Examine and explain the five stages in regards to your identified product or service:

1. Problem recognition2. Search and determination of alternatives3. Evaluation of alternatives4. Purchase decision 5. Post-purchase evaluation

Week 4 Discussion• Corona beer is the number one imported beer into the

United States, and has developed into a global brand (General Distributors, Inc., n.d.). Corona created its competitive advantage through an innovative marketing strategy.

• Like Corona beer, identify a recent example of a firm that was cited as having a competitive advantage due to its innovative marketing plan. Respond to the following:– Discuss implementation activities that positively impacted

customer satisfaction. – Describe three advantages and three disadvantages of

standardizing the marketing mix worldwide.

Week 4 Assignment

• executive summary of your findings from LASA 1 Assignment

• In a 5-6 slide Powerpoint presentation, include:1. Explain the problem or topic 2. Discuss a concise analysis of the findings3. Express the recommendations

Week 5 Discussion

• Do you think the high-end designer apparel brands, such as Gucci, Chanel, or Prada, sell their goods direct to consumers through the Internet? Give reasons for your answer.

• What, if any, practices of corporate social responsibility (CSR) do they exhibit? Is there a factor of showing it in any online marketing strategy?

Week 5 Assignment (LASA)

• 8-10 page marketing plan for organization that you are familiar, which will include an analysis of their current market situation

• What are the goals and objectives for the organization? What is the timing of the plan? What resources will be required to achieve the plan? What are the financial goals?

College student recall of age and gender-appropriate medications

advertised on television

Introduction

• 1997 FDA relaxed regulations of DTC advertising• Pharmaceutical looked to promote directly to

consumers• Opponents argued undue influence upon

consumer• Pharmaceuticals employed highly targeted

marketing campaigns– Self-regulated, industry watch-groups, etc.

Method

• Survey administered to 300 college students• Asked recall questions about: – Ciallis (ED)– Yaz (BC/PMDD)– Advair (asthma/COPD)– Flomax (enlarged prostate)– Boniva (osteoarthritis) – Plavix (blood clots)

Research Questions (continued)

1. Do college students have a higher level of recall for age appropriate medications advertised on television?

2. Is the retention of detail higher for age appropriate medications?

Research Questions (continued)

3. Do students recall greater amount of detail for drugs they believe will improve their health?

4. Will students recall more information about medications they believe would benefit their parents or grandparents?

Research Questions (continued)

5. Do students recall greater amount of detail for drugs they believe will improve their health?

6. Will students recall more information about medications they believe would benefit their parents or grandparents?

7. Do students of a particular gender recall gender-appropriate product details?

Research Questions (continued)

8. Is there a negative relationship between positive attitude toward prescription drug advertising and the product side effects recalled?

9. Do students enrolled in a health care program recall a greater amount of advertisement detail than students enrolled in other programs?