C212 - Marketing

Course of Study

This course supports the assessment for Marketing. The course covers 5 competencies and
represents 3 competency units.

Introduction
Overview
This course focuses on the marketing function and its impact on the overall success of an
organization. Topics include consumer behavior, marketing theories and strategies, product
positioning, the competitive environment, and the effectiveness of the marketing function. A key
element of the course is the relationship of the "marketing mix" to strategic planning.

Getting Started
Welcome to Marketing! In this course you will use Cengage MindTap, which involves readings
from two textbooks as well as videos, activities, and quizzes. The texts and activities will help you
to develop a comprehensive understanding of marketing. We recommend that you follow the order
suggested in the Pacing Guide. Course instructors are available to answer questions and discuss
concepts of marketing with you. Please reach out to them if you have any questions. Your
competency will be demonstrated through a performance assessment in which you will create a
proposal for a business's global strategic marketing plan.

Watch the following Getting Started video for this course:

Note: To download this video, right-click the following link and choose "Save as...": download video.

Competencies
This course provides guidance to help you demonstrate the following 5 competencies:

Competency 3013.1.1: Marketing Function

The graduate analyzes the global market to identify opportunities to gain competitive
advantage through marketing activities.
Competency 3013.1.2: Customer Relationship Management
The graduate recommends customer relationship management practices for maximizing
customer satisfaction and loyalty.
Competency 3013.1.3: Evaluating Feasibility and Profitability
The graduate evaluates the feasibility and profitability of new products and services within
the organization.
Competency 3013.1.4: Marketing Strategy
The graduate designs a strategic marketing plan for a new product or service.
Competency 3013.1.5: Entrepreneurial Enterprise
The graduate identifies risks and opportunities for an entrepreneurial enterprise.

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Course Instructor Assistance

As you prepare to demonstrate competency in this subject, remember that course instructors stand
ready to help you reach your educational goals. As subject matter experts, Course Instructor enjoy
and take pride in helping students become reflective learners, problem solvers, and critical
thinkers. Course instructors are excited to hear from you and eager to work with you.

Successful students report that working with a course instructor is the key to their success. Course
instructors are able to share tips on approaches, tools, and skills that can help you apply the
content you're studying. They also provide guidance in assessment preparation strategies and
troubleshoot areas of deficiency. Even if things don't work out on your first try, course instructors
act as a support system to guide you through the revision process. You should expect to work with
course instructors for the duration of your coursework, and you are encouraged to contact them as
soon as you begin. Course instructors are fully committed to your success!

Preparing for Success

The information in this section is provided to detail the resources available for you to use as you
complete this course.

Learning Resources
The learning resources listed in this section are required to complete the activities in this course.
For many resources, WGU has provided automatic access through the course. However, you may
need to manually enroll in or independently acquire other resources. Read the full instructions
provided to ensure that you have access to all of your resources in a timely manner.

Automatically Enrolled Resources

You can access the learning resources listed in this section by clicking on the links provided
throughout the course. You may be prompted to log in to the WGU student portal to access the
resources.

Cengage MindTap
You will access the materials in the following MindTap courseware at the activity level within this
course.

Marketing

This web-based resource includes access to the following e-texts, along with flash cards for
mastering key concepts and vocabulary, videos, interactive quizzes, and homework questions.
These functions can all be accessed by clicking the "Home" icon at the top of the MindTap
application.

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Ferrell, O.C., & Harltine, H. (2014).Marketing strategy, text and cases(6th ed.). Mason, OH:
Cengage Learning. ISBN:9781285073040
Pride, W.M., & Ferrell, O.C. (2014).Marketing. Mason, OH: Cengage Learning. ISBN:
9781133939252

Note: These e-texts are available to you as part of your program tuition and fees, but you may
purchase a hard copy at your own expense through a retailer of your choice. If you choose to do
so, please use the ISBN listed to ensure that you receive the correct edition.

The following video will show you how to access your Cengage MindTap learning resource and
install the mobile app to your mobile device:

Cengage Mobile App Navigational Video

FranklinCovey
Throughout this course you will access content provided by FranklinCovey. The content consists of
short interactive activities and videos. Your WGU login credentials will allow you to access the
FranklinCovey content by just clicking the provided links.

Topics and Pacing

The topics and pacing suggest a weekly structure to pace your completion of learning activities. It
is provided as a suggestion and does not represent a mandatory schedule. Follow the Pacing
Guide carefully to complete the course in the suggested timeframe.

Week 1

Preparing for Success

Marketing Function

Week 2

Integrated Marketing Communications

Week 3

Customer Relationship Management

Week 4

Consumer Markets
Supply-Chain Management

Week 5

Marketing Strategy

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Week 6

Entrepreneurial Enterprise
Final Steps

Marketing Function
The marketing function is the ongoing process of creating, distributing, promoting, and pricing
goods, services, and ideas to facilitate mutually beneficial exchange relationships with customers
and to develop and maintain favorable relationships with stakeholders in a dynamic environment.

Marketing Function
Marketing requires the exploration and analysis of the marketing mix, the strategic planning
process, and the mechanics of creating value and building relationships.

This topic addresses the following competency:

Competency 3013.1.1: Marketing Function

The graduate analyzes the global market to identify opportunities to gain competitive
advantage through marketing activities.

This topic highlights the following objectives:

Describe fundamental marketing concepts and their functions.

Discuss necessary tasks for creating marketing strategies.
Explain how planning, implementing, and evaluating global marketing strategies impact the
marketing process.
Identify competitive advantages and strategy formulation.
Analyze how brand and scope strategies impact products and services.
Describe the nature of nonprofit marketing.
Explain how social responsibility affects marketing performance.

Read: Marketing Chapter 1

As you complete the listed material below, pay attention to the following key points:

exchange
utility
strategic planning

Access Chapter 1 (An Overview of Strategic Marketing) inMarketingand complete the following
activities:

Read the chapter.

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Specifically focus on the following sections:

Section 1-1 (Defining Marketing)
Section 1-2 (Understanding The Marketing Concept)
Section 1-4 (The Importance Of Marketing In Our Global Economy)
Review the flash cards.
View the video.
Review the PowerPoint slides.
Complete the following self-check activities:
Interactive Quiz
CNOW Homework
Read the following supplemental articles:
Defonseka, C. (2013). Marketing: The all important tool for a successful business.
Canadian Manager,38(2), 8-9.
View the following supplemental video:
Fundamentals of Marketing Basics (Part 1)

Read: Marketing Chapter 2

As you complete the listed material below, pay attention to the following key points:

strategies versus objectives

performance standards
marketing activities

AccessChapter 2 Planning, Implementing, and Evaluating Marketing StrategiesinMarketingand

complete the following activities:

Read the chapter.

Review the flash cards.
View the video.
Review the PowerPoint slides.
Complete the following self-check activities:
Interactive Quiz
CNOW Homework
Read the following supplemental article:
Gerdeman, D. (2011). Getting the marketing mix right.Harvard Business School.
View the following supplemental videos:
Best Marketing Strategy Ever! Steve Jobs Think Different / Crazy Ones Speech (with
real subtitles)
Effective Marketing Strategies

Read: Marketing Chapter 4

As you complete the listed material below, pay attention to the following key points:

social responsibility

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ethics
code of conduct

AccessChapter 4 (Social Responsibility and Ethics in Marketing)inMarketingand complete the

following activities:

Read the chapter.

View the video.
Review the flash cards.
Review the PowerPoint slides.
Complete the following self-check activities:
Interactive Quiz
CNOW Homework

Read: Marketing Strategy Chapters 3 and 4

AccessChapter 3 Collecting and Analyzing Marketing InformationinMarketingStrategyand complete

the following activities:

Read the chapter.

Review Section 3-6a "Lessons from Chapter 3."
Review Section 3-6b "Questions for Discussion."
Review the PowerPoint slides.

AccessChapter 4 Developing Competitive Advantage and Strategic FocusinMarketing Strategyand

complete the following activities:

Bersin, J. (2013). How Corporate Learning Drives Competitive Advantage.Forbes.

Read the chapter.

Review Section 4-6a " Lessons from Chapter 4."
Review Section 4-6b "Questions for Discussion."
Review the PowerPoint slides.
Read the following supplemental article:
Bersin, J. (2013). How Corporate Learning Drives Competitive Advantage.Forbes.

Read: Marketing Chapter 13

As you complete the listed material below pay attention to the following key points:

services marketing
nonprofit marketing

Access Chapter 13 (Services Marketing) inMarketingand complete the following activities:

Read the chapter.

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Review the flash cards.

View the video.
Review the PowerPoint slides.
Complete the interactive quiz.

Integrated Marketing Communications

Integrated marketing communications (IMC) focuses on building brands by designing and
delivering unified promotional messages and experiences. IMC involves the coordination of
promotion and other marketing efforts for maximum informational and persuasive impact.

This topic addresses the following competency:

Competency 3013.1.1: Marketing Function

The graduate analyzes the global market to identify opportunities to gain competitive
advantage through marketing activities.

This topic highlights the following objectives:

Evaluate critical marketing channels and their effect on marketing decisions.

Explain the impact of technology on integrated marketing communications.
Apply the marketing communications process within a marketing plan.
Analyze the effects of different types of advertising that are used in integrated marketing
communication.
Evaluate how public relations tools are used in integrated marketing communication.

Read: Marketing Chapter 10

As you complete the listed material below, pay attention to the following key points:

digital media
digital marketing
social network
electronic marketing

AccessChapter 10 Digital Marketing and Social NetworkinginMarketingand complete the following

activities:

Read the chapter.

Review the flash cards.
View the video.
Review the PowerPoint slides.
Complete the following self-check activities:
Interactive Quiz
CNOW Homework
Read the following supplemental article:

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Myler, L. (2013). SEO, Social Media and Digital Marketing - Don't Be A Dinosaur.Forbes
.
View the following supplemental video:
"The Future of Online Digital Marketing 2012 - 2015"

Read: Marketing Chapter 17

As you complete the listed material below, pay attention to the following key points:

integrated marketing
promotional mix
communication process

AccessChapter 17 Integrated Marketing CommunicationsinMarketingand complete the following

activities:

Read the chapter.

Review the flash cards.
View the video.
Review the PowerPoint slides.
Complete the following self-check activities:
Interactive Quiz
CNOW Homework
Read the following supplemental articles:
Liodice, B. (2008). Essentials for Integrated Marketing.Advertising Age.
Maddox, K. (2005). Integrated marketing success stories.B To B,90(10), 26-33.
Olenski, S. (2013). Why Integrated Marketing Communications Is More Important Than
Ever.Forbes.
View the following supplemental videos:
"Integrated Marketing Communications and Changing Technologies"
"Integrated marketing communications: Big Idea versus Big data at SES New York"

Read: Marketing Chapter 18

As you complete the listed material below, pay attention to the following key points:

target audience
product advertising
reminder advertising
publicity
public relations

Access Chapter 18 (Advertising and Public Relations) inMarketingand complete the following
activities:

Read the chapter.

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Review the flash cards.

View the video.
Review the PowerPoint slides.
Complete the following self-check activities:
Interactive Quiz
CNOW Homework

After completing the Chapter 18 activities, view the following supplemental materials:

"Branding in Relation to Marketing, Public Relations & Advertising"

"Market Trust: Build Your Brand and Reputation" (Franklin Covey)

Customer-Relationship Management
Customer-relationship management (CRM) focuses on using information about customers to
create marketing strategies that develop and sustain desirable customer relationships. Achieving
the full profit potential of each customer relationship should be the fundamental goal of every
marketing strategy.

Customer-Relationship Management
Marketers are increasingly using information technology and customer-relationship management
(CRM) systems to comb through databases and thus identify their most profitable products and
customers. CRM systems can also help sales departments manage leads, track customers,
forecast sales, and assess performance.

This topic addresses the following competency:

Competency 3013.1.2: Customer Relationship Management

The graduate recommends customer relationship management practices for maximizing
customer satisfaction and loyalty.

This topic highlights the following objectives:

Explain how customer relationship management affects strategic success.

Identify strategies to create and retain loyal customers.
Evaluate strategies to create and retain loyal customers for an organization.
Evaluate different influences on the consumer buying decision process.

Read: Marketing Chapter 5

AccessChapter 5 Marketing Research and Information SystemsinMarketingand complete the

following activities:

Read the chapter.

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Review the flash cards.

View the video.
Review the PowerPoint slides.
Complete the following self-check activities:
Interactive Quiz
CNOW Homework
Read the following supplemental article:
Rigby, D., Reichheld, F., and Dawson, C. (2003). Winning Customer Loyalty is the Key
to a Winning CRM Strategy.Ivey Business Journal.
View the following supplemental videos:
"Martha Rogers: Customer Relationship Management (CRM) Strategy Expert and
Keynote Speaker"
"The Ultimate Question: Earn the Loyalty of Your Customers" (FranklinCovey)

Read: Marketing Chapter 7

AccessChapter 7 Consumer Buying BehaviorinMarketingand complete the following activities:

Read the chapter.

Review the flash cards.
View the video.
Review the PowerPoint slides.
Complete the following self-check activities:
Interactive Quiz
CNOW Homework
Read the following supplemental articles:
Krell, E. (2005). The 6 Most Overlooked Customer Touch Points.
Polla, A. (2013). Where the shoppers are: Mass beauty, retail evolves.Global Cosmetic
Industry,181(7), 34-37.

Review: Marketing Chapters 1 and 17

Review the following sections in chapters 1 and 17 inMarketing:

Chapter 1 Overview of Strategic Marketing

Section 1.3
Chapter 17 Integrated Marketing Communication
Sections 17.3 and 17.4

Read: Marketing Strategy Chapters 5 and 10

Access Chapter 5 Customers, Segmentation, and Target Marketing inMarketing Strategyand

complete the following activities:

Chapter 5 Customers, Segmentation, and Target Marketing

Review Section 5-6a "Lessons from Chapter 10."

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Review Section 5-6b " Questions for Discussion."

Review the PowerPoint slides.

Access Chapter 10 Developing and Maintaining Long Term Customer Relationships inMarketing
Strategyand complete the following activities:

Chapter 10 Developing and Maintaining Long Term Customer Relationships

Review Section 10-4a "Lessons from Chapter 10."
Review Section 10-4b " Questions for Discussion."
Review the PowerPoint slides.

Performance Assessment Task

Begin working on your performance assessment.

For detail about the performance assessment, see the "Assessment" tab in this course.

Evaluating Feasibility and Profitability

Evaluating feasibility and profitability is critical to organizational success. Marketers determine if
production is technically feasible and if the product can be produced at costs low enough to make
the final price reasonable.

Consumer Markets
Consumer markets include purchasers and household members who intend to consume or benefit
from the purchased products and do not buy products to make profits.

This topic addresses the following competency:

Competency 3013.1.3: Evaluating Feasibility and Profitability

The graduate evaluates the feasibility and profitability of new products and services within
the organization.

This topic highlights the following objectives:

Identify stages of the consumer buying decision process.

Explain how the stages of the consumer adoption process relate to products and services.
Identify various types of business markets and its customers.
Explain how price and nonprice concepts relate to the demand of products and services.

Read: Marketing Chapter 8

As you complete the listed material below, pay attention to the following key point:

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business markets

AccessChapter 8 Business Markets and Buying BehaviorinMarketingand complete the following

activities:

Read the chapter.

Review the flash cards.
View the video.
Review the PowerPoint slides.
Complete the following self-check activities:
Interactive Quiz
CNOW Homework

Read: Marketing Chapter 20

As you complete the listed material below, pay attention to the following key points:

pricing concepts
demand

AccessChapter 20 Pricing ConceptsinMarketingand complete the following activities:

Read the chapter.

Review the flash cards.
View the video.
Review the PowerPoint slides.
Complete the following self-check activities:
Interactive Quiz
CNOW Homework

Read: Marketing Chapter 21

As you complete the listed material below, pay attention to the following key point:

pricing strategy

AccessChapter 21 Setting PricesinMarketingand complete the following activities:

Read the chapter.

Review the flash cards.
View the video.
Review the PowerPoint slides.
Complete the following self-check activities:
Interactive Quiz
CNOW Homework
Read the following supplemental articles:

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Baumgarten, J., Bushnell, O., & Vidal, D. (2010). Pricing: The 'value meal' approach.
ABA Bank Marketing,42(5), 16-21.
Tesseras, L. (2013). Directions to gain a comparative advantage.Marketing Week
(01419285), 3.

Read: Marketing Strategy Chapters 5 and 6

Read the following sections inMarketing Strategy:

Chapter 5 Customers, Segmentation, and Target Marketing

Read Section 5-1.
Review Section 5-6a "Lessons from Chapter 5."
Review Section 5-6b "Questions for Discussion."
Review the PowerPoint slides.

Chapter 6 The Marketing Program

Read Section 6-2.
Review Section 6-6a "Lessons from Chapter 6."
Review Section 6-6b " Questions for Discussion."
Review the PowerPoint slides.

Supply-Chain Management
The study of supply-chain management includes a set of approaches used to integrate the
functions of operations management, logistics management, supply management, and marketing-
channel management, so products are produced and distributed in the right quantities, to the right
locations, and at the right time.

This topic addresses the following competency:

Competency 3013.1.3: Evaluating Feasibility and Profitability

The graduate evaluates the feasibility and profitability of new products and services within
the organization.

This topic highlights the following objectives:

Explain how supply chain management concepts relate to development of new products and
services.
Explain how market coverage relates to supply chain.
Identify challenges in managing marketing channels.

Read: Marketing Chapter 15

As you complete the listed material below, pay attention to the following key points:

supply-chain strategy

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marketing channels

AccessChapter 15 Marketing Channels and Supply-Chain ManagementinMarketingand complete

the following activities:

Read the chapter.

Review the flash cards.
View the video.
Review the PowerPoint slides.
Complete the following self-check activities:
Interactive Quiz
CNOW Homework
Read the following supplemental article:
Blanchard, D. (2011). Marketing could be your demand chain's weakest link.Industry
Week/IW,260(1), 48-49.
View the following supplemental video:
Adidas on reshaping the supply chain for consumer-direct business

Read: Marketing Strategy Chapter 6

Read the following section inMarketing Strategy:

Chapter 6 The Marketing Program

Read Section 6-3.
Review Section 6-6aLessons from Chapter 6.
Review Section 6-6bQuestions for Discussion.
Review the PowerPoint slides.

Marketing Strategy
To prepare an effective marketing strategy, a company must study competitors as well as actual
and potential customers. Marketers need to identify competitors' strategies, objectives, strengths,
and weaknesses.

Marketing Strategy
Marketing strategy involves creating a plan of action for identifying and analyzing a target market
and developing a marketing mix to meet the needs of that market.

This topic addresses the following competency:

Competency 3013.1.4: Marketing Strategy

The graduate designs a strategic marketing plan for a new product or service.

This topic highlights the following objectives:

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Explain how product and service classifications impact marketing.

Create a marketing plan to enter a foreign market.
Explain the stages of the product life cycle and the marketing strategies that support each
stage.
Analyze the level of quality required for products and services in the target market.
Identify the types of packaging and labeling in new product development.
Explain how the various pricing strategies relate to marketing new products and services.

Read: Marketing Chapter 9

AccessChapter 9 Reaching Global MarketsinMarketingand complete the following activities:

Read the chapter.

Review the flash cards.
View the video.
Review the PowerPoint slides.
Complete the following self-check activities:
Interactive Quiz
CNOW Homework
Read the following supplemental article:
Carr, M. (2013). Global expansion and the need for an effective distribution channel
strategy.Risk Management(00355593),60(7), 36-37.
View the following supplemental video:
"How Companies Break Into Emerging Markets"

Read: Marketing Chapter 11

AccessChapter 11 Product ConceptsinMarketingand complete the following activities:

Read the chapter.

Review the flash cards.
View the video.
Review the PowerPoint slides.
Complete the following self-check activities:
Interactive Quiz
CNOW Homework
Read the following supplemental articles:
Matthews, A., David, F., & Aroy, J. (2011). Ahead of the curve: Managing product
lifecycle.Pharmaceutical Executive,31(6), 24-26.
Credle, S. (2013). Lots and lots of choices -- no more time.Adweek,54(40), 35.

View the following supplemental videos:

"The Five Competitive Forces That Shape Strategy"
"Michael Porter on Competitiveness"

Read: Marketing Chapters 12 and 14

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Read the following sections inMarketing:

Chapter 12 Developing and Managing Products

Sections 12.1 and 12.2
Chapter 14 Branding and Packaging
Section 14.2

Read: Marketing Strategy Chapters 6 and 7

Read the following sections inMarketing Strategy:

Chapter 6 The Marketing Program

Read Sections 6-1c and 6-2.
Review Section 6-6a "Lessons from Chapter 6."
Review Section 6-6b "Questions for Discussion."
Review the PowerPoint slides.

Chapter 7 Branding and Positioning

Read Chapter 7.
Review Section 7-4a "Lessons from Chapter 7.
Review Section 7-4b "Questions for Discussion."
Review the PowerPoint slides.

Entrepreneurial Enterprise
Entrepreneurial enterprise includes creating new ideas and spotting opportunities, a process which
leads to the creation and management of a new organization.

Entrepreneurial Enterprise
The entrepreneurial enterprise identifies forces in the global market that create opportunities for
business development.

This topic addresses the following competency:

Competency 3013.1.5: Entrepreneurial Enterprise

The graduate identifies risks and opportunities for an entrepreneurial enterprise.

This topic highlights the following objectives:

Evaluate the forces in the global market that impact marketing and services overseas.
Evaluate the marketing segmentation process to identify the opportunities in the market.
Evaluate elements of the personal selling process.

Read: Marketing Chapter 6

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AccessChapter 6 Target Markets: Segmentation and EvaluationinMarketingand complete the

following activities:

Read the chapter.

Review the flash cards.
View the video.
Review the PowerPoint slides.
Complete the following self-check activities:
Interactive Quiz
CNOW Homework
Read the following supplemental articles:
Dizik, A. (2013). 10 Questions to Ask Before Determining Your Target Market.Entrepreneur.
Donnelly, T. (2011). How to Narrow Your Target Market.Inc.
Hales, M. (2011). Five recommendations for using existing segmentation online.Marketing
Week(01419285),34(41), 41.
Soat, M. (2013). Get on target.Marketing News,47(7), 10-11.
Valentine, M. (2013). Precious bundles of insight.Marketing Week(01419285), 31-34.

Read: Marketing Chapter 19

AccessChapter 19 Personal Selling and Sales PromotioninMarketingand complete the following

activities:

Read the chapter.

View the video.
Review the flash cards.
Review the PowerPoint slides.
Complete the following self-check activities:
Interactive Quiz
CNOW Homework
Read the following supplemental article:
Gardner, L. (2013). Are you sure you understand the basics of successful selling?
American Salesman,58(3), 3-6.

Review: Marketing Chapter 9

AccessChapter 9 Reaching Global MarketsinMarketingand complete the following activities:

Read the chapter.

Review the flash cards.
View the video.
Review the PowerPoint slides.
Complete the following self-check activities:
Interactive Quiz
CNOW Homework

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Read: Marketing Strategy Chapter 5

Read the following chapter inMarketing Strategy:

Chapter 5 Customers, Segmentation, and Target Marketing

Read Sections 5-3 and 5-4.
Review Section 5-6a "Lessons from Chapter 5."
Review Section 5-6b "Questions for Discussion."
Review the PowerPoint slides.

Complete: Task 1 Performance Task

If you have not completed Task 1 A.1 through A.4, complete those parts before attempting part A.5.

Performance Assessment:

Finish working on your performance assessment and submit.

For details about the performance assessment see the "Assessment" tab in the course.

Final Steps
Congratulations on completing the activities in this course! This course has prepared you to
complete the assessment associated with this course. If you have not already been directed to
complete it, you should complete the assessment now.

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