Walden University



MMBA-6530 Marketing

PROGRAM PROJECT COMPONENTS – WEEKLY COURSE MATERIALS CORRESPONDENCE CHART

|Week |Program Project Section|Reading |Supplemental Reading |Discussion Question |Application |

|1 |Marketing Mix |Article: Dibb, S. (2002). Marketing planning best practice. Marketing | |Steps used in the |Marketplace Setup |

| | |Review, 2, 441–459 | |marketing planning | |

| | |Marketplace Start-Up Thoughts and Activity Matrix | |process | |

| | |Multimedia PDF document: "Week 1, Lecture 1: Marketing Overview" featuring| | | |

| | |Kate Mackie, Ph.D. | | | |

| |SWOT |Article: Star, S. H., Heskett, J. L., & Levitt, T. (1974). Note on | |Steps used in the |Marketing Arithmetic |

| | |marketing arithmetic and related marketing terms. Harvard Business School.| |marketing planning | |

| | |Access this article from: |Marketing Arithmetic Exercise Calculations |process | |

| | | | | |

| | |09b6646 | | | |

| |PEST | | |Steps used in the | |

| | | | |marketing planning | |

| | | | |process | |

| |Marketing Strategy |Article: Dibb, S. (2002). Marketing planning best practice. Marketing | |Steps used in the |Marketing Arithmetic |

| | |Review, 2, 441–459 | |marketing planning | |

| | | | |process | |

| | |Article: Dolan, R. J. (1997). Note on marketing strategy. Harvard Business| | | |

| | |School. Access this article from: | | | |

| | | | | |

| | |578e2e4 | | | |

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| | |Article: Star, S. H., Heskett, J. L., & Levitt, T. (1974). Note on | | | |

| | |marketing arithmetic and related marketing terms. Harvard Business School.| | | |

| | |Access this article from: | | | |

| | | | | |

| | |09b6646 | | | |

| | | | | | |

| | |Marketplace Start-Up Thoughts and Activity Matrix | | | |

| | | | | | |

| | |Multimedia PDF document: "Week 1, Lecture 2: Marketing Plan" featuring | | | |

| | |Kate Mackie, Ph.D. | | | |

| |Ethics & Legal: Social | | | | |

| |responsibilities | | | | |

| | | | | | |

|2 |Marketing Mix |Multimedia PDF document: "Week 2, Lecture 5: Customers—Understanding |Chess, R. (2004). Note on market research. |Situation |Marketplace Quarter 2 |

| | |Attributes" featuring Kate Mackie, Ph.D.  |Harvard Business School. Retrieved June 22,|Analysis—Market |Activities |

| | | |2007, from |Research, Context, | |

| | |Course Text: Moore, G. (2002). Crossing the chasm (Rev. ed.). New York: |, and Customers| |

| | |HarperCollins Publishers. |PDF-ENG. You may also purchase it as part | | |

| | |The following chapters explain the technology adoption curve and the |of the bundle of all supplemental readings | | |

| | |primary hurdle high-tech companies must clear in order for their products |from HBSP (see above). | | |

| | |to succeed in the mainstream market. |Corey, E. R. (1989). Industrial buyer | | |

| | | |behavior. Harvard Business School. | | |

| | |Chapter 1, "High-Tech Marketing Illusion" (pp. 9–25) |Retrieved June 22, 2007, from | | |

| | | | | |

| | |Chapter 2, "High-Tech Marketing Enlightenment" (pp. 27–59) |7-PDF-ENG. You may also purchase it as part| | |

| | | |of the bundle of all supplemental readings | | |

| | | |from HBSP (see above). | | |

| | | |Dolan, R. J. (1999). Analyzing consumer | | |

| | | |preferences. Harvard Business School. | | |

| | | |Retrieved June 22, 2007, from | | |

| | | | | |

| | | |2-PDF-ENG. You may also purchase it as part| | |

| | | |of the bundle of all supplemental readings | | |

| | | |from HBSP (see above). | | |

| | | |Dolan, R. J. (1990). Conjoint analysis: a | | |

| | | |manager's guide. Harvard Business School. | | |

| | | |Retrieved June 22, 2007, from | | |

| | | | | |

| | | |9-PDF-ENG. You may also purchase it as part| | |

| | | |of the bundle of all supplemental readings | | |

| | | |from HBSP (see above). | | |

| |SWOT |Article: Dolan, R. J. (1991). Market research. Harvard Business School. |Multimedia PDF document: "Week 2, Lecture | | |

| | |Access the article from: |1: Market Research " featuring Kate Mackie,| | |

| | | | | |

| | |32c8c65 |Multimedia PDF document: "Week 2, Lecture | | |

| | | |3: Company" featuring Kate Mackie, Ph.D.  | | |

| | | | | | |

| |PEST | |Video segment: "Marketing and New | | |

| | | |Technologies" featuring David Nash  | | |

| |Marketing Strategy |Article: Treacy, M., & Wiersema, F. (1993). Customer intimacy and other |Multimedia PDF document: "Week 2, Lecture | | |

| | |value disciplines. Harvard Business Review, 71(1), 84–93. |2: Context" featuring Kate Mackie, Ph.D.  | | |

| | | |Treacy, M., & Wiersema, F. (1995). How | | |

| | | |market leaders keep their edge | | |

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| |Ethics & Legal: Social | | | | |

| |responsibilities | | | | |

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|3 |Marketing Mix |Multimedia PDF document: "Week 3, Lecture 4: Collaborators" featuring Kate|Multimedia PDF document: "Week 3, Lecture |Competition, |Marketplace Quarter 3 |

| | |Mackie, Ph.D.  |1: Marketplace Quarter 3 Decisions" |Segmentation, and |Activities |

| | | |featuring Kate Mackie, Ph.D. (program |Targeting | |

| | |Multimedia PDF document: "Week 3, Lecture 6: Segmentation and Targeting" |length: 27 min.) | | |

| | |featuring Kate Mackie, Ph.D | | | |

| |SWOT | |Multimedia PDF document: "Week 3, Lecture | | |

| | | |5: Opportunities and Issues Analysis" | | |

| | | |featuring Kate Mackie, Ph.D | | |

| | | |Multimedia PDF document: "Week 3, Lecture | | |

| | | |2: Industry Analysis" featuring Kate | | |

| | | |Mackie, Ph.D.  | | |

| | | |Multimedia PDF document: "Week 3, Lecture | | |

| | | |3: Competitive Analysis" featuring Kate | | |

| | | |Mackie, Ph.D | | |

| | | |Multimedia PDF document: "Week 3, Lecture | | |

| | | |7: Marketplace Quarter 4 Decisions" | | |

| | | |featuring Kate Mackie, Ph.D.  | | |

| |PEST | |Video segment: "The Emotions of Marketing" | | |

| | | |featuring Daryl Travis  | | |

| |Marketing Strategy |Article: Porter, M. (2008). The five competitive forces that shape |Multimedia PDF document: "Week 3, Lecture | |Marketplace Quarter 4 |

| | |strategy. Harvard Business Review, 86(1), 78–93. |2: Industry Analysis" featuring Kate | |Activities |

| | | |Mackie, Ph.D.  | | |

| | |Course Text: Moore, G. (2002). Crossing the chasm (Rev. ed.). New York: |Calkins, T. (2005). Note on writing great | | |

| | |HarperCollins Publishers |marketing plans. Harvard Business School. | | |

| | | |Retrieved June 22, 2007, from | | |

| | |Chapter 3, "The D-Day Analogy" (pp. 63–87) | | |

| | |Chapter 4, "Target the Point of Attack" (pp. 89–106) |6-PDF-ENG. | | |

| | | | | | |

| | |Marketplace Professor Help, Chapter 5, "Sales Office Decisions" | | | |

| |Ethics & Legal: Social | | | | |

| |responsibilities | | | | |

| | | | | | |

|4 |Marketing Mix |Video segment: "Positioning Statements and Branding" featuring Daryl |Multimedia PDF document: "Week 4, Lecture |Differentiation, | |

| | |Travis  |1: Differentiation" featuring Kate Mackie, |Positioning, and the | |

| | | |Ph.D |Marketplace Marketing | |

| | | |Multimedia PDF document: "Week 4, Lecture |Plan | |

| | | |2: Positioning" featuring Kate Mackie, | | |

| | | |Ph.D. | | |

| |SWOT |Article: Kaplan, R. S., & Norton, D. P. (1992). The balanced scorecard: | | |Marketplace Business Review, |

| | |Measures that drive performance. Harvard Business Review, 70(1), 71–79. | | |Marketing Plan, and Quarter 5 |

| | | | | |Decisions |

| | |Course Text: Moore, G. (2002). Crossing the chasm (Rev. ed.). New York: | | | |

| | |HarperCollins Publishers. | | | |

| | | | | | |

| | |Chapter 6, "Define the Battle" (pp. 131–161) | | | |

| |PEST | | | |Marketplace Business Review, |

| | | | | |Marketing Plan, and Quarter 5 |

| | | | | |Decisions |

| |Marketing Strategy | |Multimedia PDF document: "Week 4, Lecture |Differentiation, |Marketplace Business Review, |

| | | |3: Marketplace Business Review & Marketing |Positioning, and the |Marketing Plan, and Quarter 5 |

| | | |Plan" featuring Kate Mackie, Ph.D. |Marketplace Marketing |Decisions |

| | | |Marketplace Professor Help |Plan | |

| |Ethics & Legal: Social | | | | |

| |responsibilities | | | | |

| | | | | | |

|5 |Marketing Mix |Multimedia PDF document: "Week 5, Lecture 1: Marketing Mix Strategies |Multimedia PDF document: "Week 5, Lecture | | |

| | |Across the Product Life Cycle" featuring Kate Mackie, Ph.D. |2: Marketing Mix: Product Strategy" | | |

| | | |featuring Kate Mackie, Ph.D. | | |

| | |Multimedia PDF document: "Week 5, Lecture 3: Financial Concepts in |Multimedia PDF document: "Week 5, Lecture | | |

| | |Pricing" featuring Kate Mackie, Ph.D.  |4: Eight Steps to Better Pricing" featuring| | |

| | | |Kate Mackie, Ph.D. | | |

| | |Article: Dolan, R. J. (1995). How do you know when the price is right? |Multimedia PDF document: "Week 5, Lecture | | |

| | |Harvard Business Review, 73(5), 174–183. |5: Channel Function and Evolution" | | |

| | | |featuring Kate Mackie, Ph.D. | | |

| | |Article: Anderson, E., Day, G. S., & Rangan, V. K. (1997). Strategic |Multimedia PDF document: "Week 5, Lecture | | |

| | |channel design. Sloan Management Review, 38(4), 59–69. |6: Channel Design" featuring Kate Mackie, | | |

| | | |Ph.D | | |

| | |Course Text: Moore, G. (2002). Crossing the chasm (Rev. ed.). New York: |Arnold, D. (2000). Seven rules of | | |

| | |HarperCollins Publishers. |international distribution. Harvard | | |

| | | |Business Review, 78(6), 131–137 | | |

| | |Chapter 5, "Assemble the Invasion Force" (pp. 107–130) | | | |

| | |Chapter 7, "Launch the Invasion" (pp. 163–188) |Anderson, J. C., & Narus, J. A. (1998). | | |

| | |Review Chapters 1–2, "High-Tech Marketing Illusion" and "High-Tech |Business marketing: Understand what | | |

| | |Marketing Enlightenment (pp. 9–59) |customers value. Harvard Business Review, | | |

| | | |76(6), 53–65. | | |

| |SWOT | |Document: Value Assessment | |Marketplace Quarter 6 and 7 |

| | | | | |Activities |

| |PEST | | | | |

| |Marketing Strategy | |Dolan, R. J. (2000). Going to market. | |Marketplace Quarter 6 and 7 |

| | | |Harvard Business School. Retrieved June 22,| |Activities |

| | | |2007, from | | |

| | | | | |

| | | |8-PDF-ENG. | | |

| | | |Nagle, T. T., & Hogan, J. E. (2006). The | | |

| | | |strategy and tactics of pricing: A guide to| | |

| | | |growing more profitably (4th ed.). Upper | | |

| | | |Saddle River, NJ: Pearson Education. | | |

| | | |Video segment: "Marketing Strategy and | | |

| | | |Analysis" featuring David Nash | | |

| |Ethics & Legal: Social | | | | |

| |responsibilities | | | | |

| | | | | | |

|6 |Marketing Mix | | |The Marketing Mix | |

| | | | |II—Promotion Strategy | |

| |SWOT | | | |Marketplace Quarter 8 |

| | | | | |Activities |

| |PEST | | | | |

| |Marketing Strategy |Video segment: "Keith Ferrazzi on Marketing"  |Multimedia PDF document: "Week 6, Lecture |The Marketing Mix |Marketplace Quarter 8 |

| | | |1: The Communications Process and |II—Promotion Strategy |Activities |

| | |Article: Glover, D. R., Hartley, S. W., & Patti, C. H. (1989). How |Objectives" featuring Kate Mackie, Ph.D. | | |

| | |advertising message strategies are set. Industrial Marketing Management, |Multimedia PDF document: "Week 6, Lecture | | |

| | |18(1), 29–26. |2: The Promotion/Communications Mix" | | |

| | | |featuring Kate Mackie, Ph.D. | | |

| | |Review Dolan's article, "Note on Marketing Strategy." Access this article |Corstjens, M., & Merrihue, J. (2003). | | |

| | |from the link in the Week 1 Resources page. |Optimal marketing. Harvard Business Review,| | |

| | | |81(10), 114–121 | | |

| |Ethics & Legal: Social | |Kaufmann, P. J. (1987). Legal restrictions | | |

| |responsibilities | |on marketing management. Harvard Business | | |

| | | |School. Retrieved June 22, 2007, from | | |

| | | | | |

| | | |9-PDF-ENG. | | |

|7 |Marketing Mix |Article: Levitt, T. (1983). The globalization of markets. Harvard Business| | | |

| | |Review, 61(3), 92–101. | | | |

| |SWOT |Article: Levitt, T. (1983). The globalization of markets. Harvard Business|Dash, K. (2005). McDonald's in India. | | |

| | |Review, 61(3), 92–101. |Thunderbird School of Global Management. | | |

| | | |Retrieved August 28, 2007, from | | |

| | | | | | |

| |PEST | | | | |

| |Marketing Strategy |Article: Levitt, T. (1983). The globalization of markets. Harvard Business|Dash, K. (2005). McDonald's in India. |Integrating | |

| | |Review, 61(3), 92–101. |Thunderbird School of Global Management. |International Aspects | |

| | | |Retrieved August 28, 2007, from |of Marketing into the | |

| | |Article: Knight, G. A. (1995). International marketing blunders by | |Program Project | |

| | |American firms in Japan—some lessons for management. Journal of | | | |

| | |International Marketing, 3(4), 107–129. | | | |

| |Ethics & Legal: Social | | | | |

| |responsibilities | | | | |

| | | | | | |

|8 |Marketing Mix | | | | |

| |SWOT | | | | |

| |PEST | | | | |

| |Marketing Strategy | | | | |

| |Ethics & Legal: Social | |Audio Segment: "Combining Marketing with | | |

| |responsibilities | |Social Concern" featuring Gustavo Arenas | | |

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