Case studies are an essential learning strategy in business classes as they provide an opportunity for you to critically analyze events that have taken place in real-life businesses.
Case studies are an essential learning strategy in business classes as they provide an opportunity for you to critically analyze events that have taken place in real-life businesses. This develops your critical thinking and research skills as you research the competition and industry in which your business resides in order to formulate a recommendation for the challenges faced by the company.
For this unit, review the “Marketing Excellence: Microsoft” case study on pp. 94–95 of your textbook. This assignment will be comprised of two parts; one part will ask you to respond to questions, and the other will require you to complete a case analysis.
Part 1
Evaluate this case and respond to each of the following questions using both theory and practical managerial thinking.
Evaluate Microsoft’s product and marketing evolution over the years. What has the company done well, and where did it falter?
Evaluate Microsoft’s recent expansion into areas such as search engines and smartphones. Do you think these are good areas of growth for Microsoft? Why, or why not?
Review the potential ethical implications of Microsoft’s situation. How might they revise their strategies to align with good ethical practices?
Your Part 1 response must be at least two pages in length. Follow APA Style when creating citations and references for this assignment. Note that you will submit Part 1 and Part 2 in one document.
Part 2
Complete a case analysis of Microsoft. This requires that you conduct research on Microsoft beyond the case study material in the textbook. In the case analysis, you will look at the situational analysis, problem, and alternatives, and you will provide a recommendation. Refer to the instructions below as you construct your analysis.
Situational Analysis
Discuss the external environment through the compilation of a PEST (political, economic, sociocultural, and technology) analysis.
Discuss the internal and external environment through the compilation of a SWOT (strengths, weaknesses, opportunities, and threats) analysis.
Problem
Identify at least one organizational problem that Microsoft is currently having or one that you project it will have in the future. Base this on your research and critical thinking.
Alternatives
Compile three or four potential marketing-related solutions to the problem above. Remember that these are potential alternatives; you will not select all of the alternatives to solve the problem.
Recommendation (Marketing Strategy)
Select one or two of the alternatives above to solve the problem that you identified in this case analysis.
Discuss your rationale for choosing these and not the others. Include supporting research that will increase the depth of your analysis.
In order to successfully complete Part 2 of this case study, you need to review the video and task learning guides (TLGs) below. The following resources will provide you with the skills to research industries/competitors.
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
Part 2 must be at least four pages in length. Follow APA Style when creating citations and references for this assignment. Support Part 2 with at least three sources outside of the textbook. As aforementioned, keep in mind that Part 1 and Part 2 will be submitted in one document.
MBA5501 Advanced Marketing
Unit 4 Assignment
Case Study
Instructions
Case studies are an essential learning strategy in business classes because they provide an opportunity for you to critically analyze events that have taken place in real-life businesses. This develops your critical thinking and research skills as you research the competition and industry in which your business resides in order to formulate a recommendation for the challenges faced by the company.
For this unit, review the “Marketing Excellence: BMW” case study on pp. 273 of your textbook. This assignment will be comprised of two parts; one part will ask you to respond to questions, and the other will require you to complete a case analysis.
Part 1
Evaluate this case, and respond to each of the following questions using both theory and practical managerial thinking.
Examine and apply the consumer-buying process for BMW. Identify the steps and the application to BMW. How does this process assist the marketing team at BMW?
How could data analytics be used to research the consumer in order to ensure a strong understanding of overall business and marketing outcomes at BMW?
Within the case, several clearly different target markets are identified. What does BMW do well to target each of these groups, and what could it do better? Within your response, include the process of segmentation.
Your Part 1 response must be at least two pages in length. Follow APA Style when creating citations and references for this assignment. Note that you will submit Part 1 and Part 2 in one document.
Part 2
Complete a case analysis of BMW. This requires that you conduct research on BMW beyond the case study material in the textbook. In the case analysis, you will look at the situational analysis, problem, and alternatives, and you will provide a recommendation. Refer to the instructions below as you construct your analysis.
Situational Analysis
Discuss the external environment through the compilation of a PEST (political, economic, sociocultural, and technology) analysis.
Discuss the internal and external environment through the compilation of a SWOT (strengths, weaknesses, opportunities, and threats) analysis.
Problem
Identify at least one organizational problem that BMW is currently having or one in which you project it will have in the future. Base this upon your research and critical thinking.
Alternatives
Compile three or four potential marketing-related solutions to the problem above. Remember that these are potential alternatives; you will not select all of the alternatives to solve the problem.
Recommendation (Marketing Strategy)
Select one or two of the alternatives above to solve the problem that you identified in this case analysis.
Discuss your rationale for choosing these and not the others. Include supporting research that will increase the depth of your analysis.
In order to successfully complete Part 2 of this case study, you need to review the video and task learning guides (TLGs) below. The following resources will provide you with the skills to research industries/competitors.
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
Part 2 must be at least four pages in length. Follow APA Style when creating citations and references for this assignment. Support Part 2 with at least three sources outside of the textbook. As aforementioned, keep in mind that Part 1 and Part 2 will be submitted in one document.
MBA5501 Advanced Marketing
Unit 6 Assignment
Scholarly Activity
Instructions
Marketing Plan
Throughout this course, you have learned about the elements of a marketing plan. This assignment will provide you with the opportunity to research the marketing methodology of an existing publicly traded company; using a publicly traded company will provide you with access to a greater amount of information to complete this assignment. As you research this company, apply the theoretical learning from this course.
Include the sections below in your marketing plan.
Introduction: Include a brief introduction of the company.
Competitive Analysis: Who are your company’s competitors, and how is each differentiated? Identify two or three strengths and two or three weaknesses of your company compared to a minimum of two of your company’s competitors.
Marketing Strategies: What are the marketing strategies used by your company in the management of the global customer brand? Use the four Ps in your analysis, which are listed below.
Product: Begin with a theoretical definition of a product. What is the product/service offering by your company? How did the development of these new products affect your company’s marketing strategy?
Place: Begin with a theoretical definition of place. What are the distribution channels used by your company?
Price: Begin with a theoretical definition of price. What is the pricing strategy used by your company?
Promotion: Begin with a theoretical definition of promotion. What are the traditional and digital methods of marketing promotion used by your company? Explain a minimum of three traditional and three digital methods.
Competitive Advantage: Identify whether your company has a competitive advantage in each of the areas of the four Ps. Remember that your company could have a competitive advantage in one area and not in another. Include supporting rationale.
Your submission must be in essay format and use subheadings. You need to include a minimum of five scholarly sources (no blogs, no Wikipedia), and three must be peer-reviewed sources. Your scholarly activity must be at least six pages in length, not counting the title page and references page. APA format is required.
MBA5501 Advanced Marketing
Unit 8 Assignment
Project
Instructions
Marketing Presentation and Video
For this assignment, you will be taking on the role of marketing manager for the organization that you researched in Unit VI. Within that role, you will need to present the marketing plan that you completed in Unit VI to the marketing team. This will require no additional research, but you will be compiling your content into a PowerPoint presentation and subsequent video. The items below should be included in your presentation.
Introduction: Include a brief introduction of the company.
Competitive Analysis: Provide a comparison of the company against two or three competitors.
Marketing Strategies: Include an examination of all four Ps (product, price, place, and promotion). This should include the product and service, pricing, distribution/place, and both traditional and digital marketing strategies.
Competitive Advantage: Address whether the company holds a competitive advantage in each of the areas of the four Ps.
Ethical Stance of Company: Present the company’s ethical stance, which can include topics such as how they have created an ethical culture, social responsibility or corporate social responsibility (CSR), or any other topics related to ethical behavior within the organization.
Conclusion: Provide recommendations for this company with respect to future marketing strategies, remembering to include topics involving all four Ps.
The PowerPoint must meet the criteria below.
Must be at least 12 slides in length (not counting the title slide).
Include speaker notes in order to further explain the information on each slide.
If outside sources are used, please follow APA Style when creating citations and references.
The video portion of this assignment can be completed by choosing one of the options below.
Option 1: Using a camera, record yourself presenting your PowerPoint presentation. You can use a smartphone to record, or you can have someone else record you; just make certain that your slides are visible as you present. The video should be professional and must be at least 5 minutes in length.
Option 2: Using the “Record Audio” option in PowerPoint, record audio for each slide. With audio added, the presentation must be at least 5 minutes in length. To record audio, select the “Insert” tab, select the “Audio” icon, and then select “Record Audio” from the dropdown to begin recording.
Assignment submission instructions are below.
Option 1: If you filmed a video of yourself presenting your PowerPoint, you will upload your video to YouTube. Place the link to your YouTube video in a Word document. You will then submit two separate files to Blackboard: (1) your PowerPoint presentation and (2) the Word document containing the link to your video.
Option 2: If you chose to record audio using PowerPoint, you will submit one file, which will be your PowerPoint presentation. Make certain to preview your presentation before submitting to make certain that the audio for each slide is present and understandable.
The following task learning guides (TLGs) may be of assistance as you complete this assignment.
Adding Audio to a PowerPoint TLG
YouTube Upload Instructions TLG
Video Quality Guidelines TLG
Uploading Multiple Files for an Assignment in Blackboard TLG
MBA5501 Advanced Marketing
Unit 1 Discussion
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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