Marketing 2 presents the student an advance program of study in marketing, the marketing environment and marketing research. The student will be involved in independent and group research projects and will analyze various college case studies and create marketing plans.

ESSENTIAL QUESTIONS

• What is channel management and its role in marketing?
• What are ways to create positive relationships with customers to enhance a company's image?
• How can we resolve customer conflicts to encourage repeat business?
• What are ways to reinforce a company's image to exhibit the company's brand promise?
• What is the nature of customer relationship management and how it can contribute to a company?
• What are the essential components of distribution?

CONTENT OBJECTIVES

Understand the concepts and processes needed to identify, select, monitor, and evaluate sales channels.

Students will be able to . . .

• apply the distribution models through a team simulation that demonstrates their understanding between distribution and the costs associated with it.
• analyze a scenario in which they are given different marketing intermediaries.
  • analyze Intensive distributions
  • analyze Selective distributions
  • analyze Exclusive distributions
• analyze the logistics of distribution through a film interpretation.
• create a 3D distribution path to distinguish the importance of costs in relation to distribution paths.

ESSENTIAL QUESTIONS

• How would a company go about conducting an internal and external analysis?
• What are the major differences between a SWOT and PEST analysis?
• How effective is a Matrix?
• What are the basic elements of a market plan?
• What is the concept of market segmentation?
• What is the difference between mass marketing and market segmentation?

CONTENT OBJECTIVES

Understand the concepts, systems, and tools needed to gather, access, synthesize, evaluate, and disseminate information for use in making business decisions.

Students will be able to . . .

• assess and develop the information needed to research a specific topic.
• use the information to generate and validate actionable customer and market insights.
• design, collect, analyze and report on the marketing research four step process.
• learn how to use data and appropriate research to make a hit TV show.
  • use data research, students will create a proposal to create a new TV series based on primary and secondary data.
  • hold a focus group to determine qualitative and quantitative data.
• analyze a film and determine the market research process that led the sports industry to fame.

ESSENTIAL QUESTIONS

• What is the nature and scope of product and service management?
• What are some quality assurances to enhance product and service offerings?
• How can the product-mix strategies help meet customer expectations?
• How can product positioning acquire a desired business image?

CONTENT OBJECTIVES

Understand the concepts and processes needed to obtain, develop, maintain, and improve a product or service mix in response to market opportunities

Students will be able to . . .

• analyze and assess each stage of the product development process and product life cycle
• create a case study on Oreo’s brand:
  • Evaluate the current position each product is in- where are these products headed?
  • Provide evidence that supports the reasoning for each product.
  • Recommendations/suggestions as to what should be done to keep products improving.
  • Given a proposed new product or service, how and to what extent can the shape and duration of each stage be predicted?
  • Given an existing product, how can one determine what stage it is in?
  • Given all this knowledge, how can it be effectively used?
• create an extension strategy presentation that signifies a brand’s reasoning to extend the brand after it’s been in the decline stage.
  • research, analyze and create an extension strategy for a particular brand.
• conduct a full product launch on a product from their childhood.

ESSENTIAL QUESTIONS

• What is the nature and scope of International marketing?
• Which foreign market warrants detailed investigation?
• How does cross- culture behavior play an essential role in international business markets?
• What is the aggregate demand is each of the selected markets?
• How attractive is the potential demand for company products and services?
• What is the major difference between standardization and adaptation?
• How does product positioning play a key role in international markets?

CONTENT OBJECTIVES

Understanding the the multinational process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational objectives.

Students will be able to . . .

• assess a foreign market and develop preliminary research on how a potential product will implemented into an International market.
  • create a case study for Poland Spring and implement the Nestle brand in an International market.
  • debate which country Nestle will thrive in.
• analyze how attractive the sales of a product or service will be in a foreign market.
• develop a cross- cultural behavior chart that amplifies the entire research process that supports why the product or service will gain growth in an international market.
• assess the culture and economic environment of a foreign market prior adopting a product in that market.
• assess cross cultural advertisements to distinguish the main differences between standardization and adaptation.
  • create a case study with a country’s advertisements.
  • assess the level of the products standardization using the adaptation table.
• assess and develop a product position in a foreign market.