Chapter 1: Defining Marketing for the New Realities As one would expect in the opening chapter, the authors provide a nice overview of marketing. Much of the content provides a brief foreshadowing of what will be covered in-depth later. Please pay particular attention to the scope of what is marketed (pp. 5-7), types of demand (p. 7) and markets (pp. 7-8), core marketing concepts (pp. 9-12), and the new realities in marketing (pp. 13-19). The latter reflect the rapid changes marketers face in light of new technology and its effects on culture. The descriptions of the different company orientations toward the market place (pp. 20-25) as well as performance marketing highlight alternative business philosophies and perspectives that will help you better analyze the arguments in the articles we will be discussing in Modules 2, 3, and 4. The remainder of the chapter will help you recognize the nature and magnitude of the marketing management responsibilities in organizations. * Read chapter 1 from Marketing Management. Required Textbooks and/or Course Materials Marketing Management (2016), 15th edition, Philip Kotler and Kevin Lane Keller, Pearson/Prentice Hall, ISBN: 978-0-13-385646-0 Chapter 2: Developing Marketing Strategies and Plans This chapter concisely summarizes the heart of strategic marketing planning. There are some significant issues to note here. On page 46 the authors briefly discuss corporate culture. Do not conclude from the brevity of coverage that this is a relatively unimportant element of strategy. In fact, a weak or negative culture will adversely affect a marketing strategy no matter how well devised a marketing plan might be. How the members of an organization work together is extremely critical. A central element of culture is the company orientation—a topic introduced in chapter 1 and one to which we will devote considerable attention in our discussion of articles you will read in Modules 2, 3, and 4. Chapter 23: Managing a Holistic Marketing Organization for the Long Run Content/Marketing Management Diagram Content/Marketing Management Diagram Criteria Ratings Pts This criterion is linked to a Learning OutcomeContent/Marketing Management Diagram 10 to >9.0 pts Diagram shows excellent understanding of marketing concepts and processes, and clearly demonstrates how they are related. Visual representation is creative, clear, and organized. 9 to >8.0 pts Diagram shows a solid understanding of concepts and processes, and clearly demonstrates how they are related. Visual representation is clear. 8 to >7.0 pts Diagram shows an adequate understanding of concepts and process, but lacks clarity of relationships. Visual representation is relatively clear but has some confusing elements. 7 to >6.0 pts Diagram shows understanding of concepts and process, but lacks some clarity in representation and/or relationships. Visual representation is relatively clear but has some confusing elements. 6 to >5.0 pts Diagram shows some understanding of concepts and process, but they may not be fully understood or represented. Visual representation is in need of more organization. 5 to >0.0 pts Diagram shows little to no understanding of core concepts and processes. Visual representation is unclear. 0 pts No assignment submitted 10 pts Total Points: 10 Content/Marketing Management Diagram Assignment Guide Each module of the course you will be required to read chapters from your textbook and at times some additional online sources. The course has been designed to guide you through these readings and they are supported with additional commentary from experts in the field. Strategic Marketing Management Diagram Exercise Reading a textbook is in many ways a passive learning process. However, your learning can be greatly extended if you take the time to actively process and organize the information you have just read. To that end, you will be completing a two-part diagramming exercise. A Strategic Marketing Management flowchart or process diagram is simply a visual depiction of how marketing elements are conceptually related to one another or how they work together in the process of fulfilling marketing functions. For a general sense of this diagramming process, please examine some of the examples of flowcharts or workflow diagrams provided on the websites listed in this link. While some of these sites describe how different shapes of chart elements can have unique meanings, you are not being asked to follow any particular convention. You are free to format your diagrams in whatever manner you believe best helps you demonstrate your understanding of the material. The first part of the diagramming exercise consists of creating a process-flow diagram for the content of each assigned chapter of the textbook. Think of these chapter-specific diagrams as visual or pictorial outlines of the chapter material. They are not intended to incorporate every minute detail of the chapter, but they should incorporate sufficient detail to depict the “big picture” of what each chapter is striving to teach. The second part of the exercise is comprehensive in nature. It consists of diagramming in a high-order manner the relationships or processes of the entire marketing function as covered in all of the assigned chapters. Accordingly, after you read a chapter you should reflect on what you just read and how it relates to everything you have read in previous chapters. With each new chapter you will be expanding or refining your diagram. Throughout this process, keep your audience and purpose in mind. Your audience is a professional colleague who has never taken a marketing course. Your purpose is to visually communicate to this colleague what strategic marketing management encompasses and how it operates within a business or non-profit organization. This will of necessity incorporate far fewer chapter details and will focus on the main marketing processes described in all of the chapters. In essence, you are charting out, or mapping in a general way, what marketing is and does. A couple of cautions are in order. First, your diagrams must be of your own creation—use of a diagram (or its constituent parts) from another source will be deemed a breach of academic integrity. Second, this should not be a superficial or overly simplistic depiction of marketing—it needs to capture enough of the intricacies of marketing to be commensurate with graduate-level thought and effort. On the flip side, you have a lot of artistic freedom here. There is no assigned format, and you are free to structure your diagram in whatever way you deem best for demonstrating your comprehensive understanding of marketing. The diagramming assignments likely seem relatively abstract based on the preceding written instructions. This slideshow provides more concrete guidance and examples to help you understand what you should be striving to accomplish in these exercises. Each slide has an audio button on the left side; press it and you will hear the content of that slide explained. It is essential to view this slideshow before completing any of the diagramming exercises. You can also find additional helpful resources here.
Chapter 1: Defining Marketing for the New Realities As one would expect in the opening chapter, the authors provide a nice overview of marketing. Much of the content provides a brief foreshadowing of what will be covered in-depth later. Please pay particular attention to the scope of what is marketed (pp. 5-7), types of demand (p. 7) and markets (pp. 7-8), core marketing concepts (pp. 9-12), and the new realities in marketing (pp. 13-19). The latter reflect the rapid changes marketers face in light of new technology and its effects on culture. The descriptions of the different company orientations toward the market place (pp. 20-25) as well as performance marketing highlight alternative business philosophies and perspectives that will help you better analyze the arguments in the articles we will be discussing in Modul