How to Find Company Information in the Business Source Ultimate Database TLG
Part I: Introduce yourself to your classmates with your name, location, current employment, and future goals.
Part II: View the video and the task learning guides (TLGs) below, which demonstrate how to find company information in the CSU Online Library and how to find competitor or industry information in the CSU Online Library. After reviewing the videos, describe how you might use these resources as a marketing manager within a company or as a student completing assignments in this and future graduate-level courses.
Company and Industry Research video (transcript for Company and Industry Research video)
How to Find Company Information in the Business Source Ultimate Database TLG
How to Search for Articles With a Company Focus TLG
MBA5501 Advanced Marketing
Unit 2 Discussion
Companies need to understand their ability to compete and the environment in which they must compete. Of the strategy planning tools they have available, the PEST (political, economic, sociocultural, and technology) analysis has been shown to be very effective. Do you believe that companies who have a planning culture and use planning tools, such as the PEST analysis, can perform better in the long run than their industry competitors who may not use similar planning tools? Why, or why not?
MBA5501 Advanced Marketing
Unit 3 Discussion
Review the “Marketing Excellence: Disney” case study on p. 185 of your textbook. Thinking about how Disney has connected with their customers over the years, discuss one reason why you think they have been able to accomplish this. How do they manage to appeal to so many different target market groups so successfully?
MBA5501 Advanced Marketing
Unit 4 Discussion
Review the “Marketing Excellence: Louis Vuitton” case study on p. 296 of your textbook. According to Interbrand, Louis Vuitton is ranked the 19th most powerful global brand. With this very important distinction, how is their recent use of celebrity endorsers risky for their brand identity? As demonstrated in this case, the use of celebrity endorsers can be risky for brand identity. Describe another brand that experienced some level of fallout with the use of a celebrity or sports figure as their endorser. What was the ultimate result? Make certain to use a brand that another student has not already brought forward.
MBA5501 Advanced Marketing
Unit 5 Discussion
Review the “Marketing Excellence: The Ritz-Carlton” case study on pp. 425 of your textbook. Bring another hotel into the discussion (either a competitor of Ritz-Carlton or not), and discuss how they maintain their brand promise to their customer base (i.e., their target market). Make certain to select a hotel that has not already been mentioned.
MBA5501 Advanced Marketing
Unit 6 Discussion
Review the “Marketing Excellence: Coca-Cola” case study on pp. 611 of your textbook. In thinking about the great brand success Coca Cola has experienced, what do they need to think about in the future with respect to communication strategies. Think about both traditional and digital applications and be specific with both media, themes and timing.
MBA5501 Advanced Marketing
Unit 7 Discussion
Review the “Marketing Excellence: Amazon.com” case study on p. 523 of your textbook. Discuss why Amazon has been so successful when so many other companies have failed. Name a company that has provided or will provide Amazon with some level of competition. Include your rationale.
MBA5501 Advanced Marketing
Unit 8 Discussion
Part I: Discuss how the concepts in this course can be applied to real-world situations and can increase your chances of career or life success.
Part II: On-ground retailing has experienced significant difficulties of late with many closing their doors. Select one that has either closed or is still open, and discuss the issues associated with the model. What could they do or could they have done to maintain?
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