BUS4000 Essentials of Marketing

PREREQUISITES:
COURSE DESCRIPTION:
This course explores the latest thinking in areas of relationship marketing, communication
technologies, value-delivery networks, global marketing, marketing ethics, and
environmentalism. The marketing process is explored and this course shows ways to improve
sales and develop new markets for products and services.

NUMBER OF ACTIVITIES: 10
LEARNING OUTCOMES:
1.0 - Explain different methods of marketing in society and business.
2.0 - Discuss ethical responsibilities in marketing.
3.0 - Examine internal and external factors that influence business decisions.
4.0 - Describe branding and its implications in the business world.
5.0 - Compare and contrast major marketing techniques and their role in the success of a
business.
6.0 - Define E-Business and Electronic Platforms and their use in marketing.
7.0 - Compare and contrast social responsibility in marketing.
8.0 - Explain the importance of understanding cultural traditions when marketing on a global
scale.
9.0 - Investigate current and future trends in marketing.
COURSE CONCEPTS:
1. Methods of marketing in society and business
2. Ethical responsibilities in marketing
3. Branding in the business world
4. Major marketing techniques
5. E-Business and Electronic Platforms
6. Social responsibility in marketing
7. Marketing channels
8. Current and future trends in marketing
PRIMARY RESOURCES:
These resources are required to complete the course.

Please make sure that you purchase the primary textbook(s) that match the syllabus you are
issued. Please let your assigned Mentor know through the NCU messaging system what
text(s) you have purchased. NCU cannot be responsible for Learner purchase of books that do
not match assigned syllabi.

Book
Armstrong, G., & Kotler, P. (2009) Marketing: An introduction. Upper Saddle River, N.J.:
Pearson Prentice Hall. ISBN: 9780136021131
You may purchase books at EdMap.

ADDITIONAL RESOURCES:
These resources must be used to complete the assignments.
Website
Honest Beverages www.honesttea.com
Website
(2004-2008) M-Factor, Inc. http://www.m-factor.com/downloads/#white-papers
MENTOR RESOURCES
There are no Mentor Resources for this course.
SUPPLEMENTAL REFERENCES & READINGS:
These resources are not required, but may provide assistance in completing your work for this
course. Please copy and paste any web links listed below into your browser to view the websites.
NCU Library Guide
http://learners.ncu.edu/library/research_help/guide.aspx?guide_id=583

GENERAL INFORMATION:
COURSE PARTICIPATION: Learners are ultimately responsible for participating in a course
through the following academic activities: uploading assignments, posting to discussion folders
and responding to Mentor and Academic Advisor inquiries. Learners are expected to be involved
in ongoing instructional activities based on the recommended schedule for course completion as
detailed in the syllabus. In order to actively participate in a course, Learners must make contact
with their faculty Mentor on a regular basis through one of the following methods:
• Posting of an assignment (e.g., a paper or project) in the Course Work area of the course
web site.
• Posting of an assignment to share with the faculty Mentor and other Learners in the
course web site (e.g., a review of a book or article, a proposal for a research study, a
presentation in the form of a PowerPoint presentation file, reporting on participation in a
research study).
• Participation in a threaded discussion in the course web site (e.g., commenting on a
discussion question posted by the faculty Mentor, providing feedback to another
Learner).
• Viewing instructional materials (e.g., a PowerPoint presentation prepared by the faculty
Mentor, a streaming audio or video presentation).
Learners must use the NCU messaging system on the course web site to contact faculty
Mentors. Learners who are unable to regularly participate in their course should contact
their faculty Mentor.
PRELIMINARIES/PRE-COURSE SURVEY: Review the Learner Area web site
http://learners.ncu.edu. Access and review the Course Catalog, which contains all relevant
policies and procedures applicable to Learners, and complete the Pre-Course Survey. Please read
the entire course syllabus before beginning course work. The survey goes directly to the Mentor
and gives the Mentor information about new Learners entering the course.
ASSIGNMENT SUBMISSIONS: When you "create" new assignments, use headers and footers
to indicate your name, course, assignment number. For instructions about creating headers and
footers, go to the Help file for the word processing program you use. Name the file using this
format: DoeJXXX0000-1. The "1" stands for the assignment number. Save the file in RTF (Rich
Text Format). Open the Learner Area, click on the course code. Find the Course Work area. Read
the Help file by clicking on the "?". When ready, click on the "+" and select your assignment
file by browsing. Your file will be uploaded to the server. Your Mentor will receive a message
that homework has arrived. When the Mentor grades your work, the Mentor will upload the
graded assignment and you will receive a message that course work has arrived. You may then
view your graded assignment in the Assignment area. If you have questions, please contact your

Learner Advisor at 1-888-327-2877 . Bulk assignments are not acceptable.

Assignment Cover Sheets are required for all assignments that you upload into the Assignment
area. The NCU Assignment cover sheet can be found under University Documents from your
Learner site. It is suggested that you download and save a copy of this cover sheet.
Learners may submit assignments early, but may not submit the next assignment until they have
received a grade on the previous one. Assignments must not be submitted together. Submitting
assignments in the order assigned will insure that you are progressing according to academic
standards and following the design of the course.
ACADEMIC INTEGRITY: All work submitted in each course must be the Learner’s own. This
includes all assignments, exams, term papers, and other projects required by the Faculty Mentor.
The submission of another person’s work represented as that of the Learner’s without properly
citing the source of the work will be considered plagiarism and will result in an unsatisfactory
grade for the work submitted or for the entire course, and may result in academic dismissal. To
avoid plagiarism, do not "copy and paste" into any assignments without using quotations marks
and citing in APA format the source of the material. Your work may be submitted to
TurnItIn.com for originality evaluation.
SUBMITTAL TURN-AROUND SCHEDULE:
Course Length Time Allotted for Mentors
to Return Assignments
4 weeks 2 calendar days
3 calendar days
8 weeks
5 calendar days
12 weeks
Note: Courses in dissertation sequence excluding CMP courses range from 5-14 calendar days;
see syllabus for details.
CONTACT INFORMATION: Please contact your Mentor through the university message
system found on your Learner site, rather than by personal email.
INTRODUCTION ACTIVITY: Your first assignment in each course is to send a message to
your Mentor via the NCU messaging system introducing yourself. Include your name,
educational background and at least one expectation you have for this course. You may add other
information that will provide insight into your professional and educational goals.
PERFORMANCE REQUIREMENTS / COURSE GRADE: Your grade for this course will
be based on mastery of course concepts as demonstrated by successfully completing the
performance requirements. Following directions in the syllabus provides the best avenue for
success. Read directions very carefully and follow all suggestions and requirements.
COURSE LEARNING ASSESSMENT: Learners are expected to complete all performance
requirements for the course and to demonstrate mastery of the course concepts and course
learning outcomes. This may require Learners to use library resources and to document research
with citations, bibliographies, and references as applicable in completing their coursework.
Mastery of course concepts may require demonstration of critical thinking and communication
skills by a combination of term papers, self-assessments, quantitative reasoning, interviews, and
observations, written assignments or other activities.
NCU LIBRARY: The NCU Library website provides access to academic databases, electronic
books, dissertations, reference materials, a host of web pages supporting coursework, and much
more. In addition, you can obtain library research assistance as well as request articles and books
through the NCU Interlibrary Loan (ILL). Accessing the NCU Library is simple, just browse to
your Learners page (http://learners.ncu.edu) and click on NCU Library or any of the other library
quick links appearing under the NCU Library heading.
RECOMMENDED SCHEDULE FOR COURSE COMPLETION: Following directions in
the syllabus, provides the best avenue for success. Read directions very carefully and follow all
suggestions and requirements. Learners may submit assignments early, but may not submit the
next assignment until they have received a grade on the previous one. Assignments must not be
submitted together. Submitting assignments in the order assigned will insure that you are
progressing according to academic standards and following the design of the course.
GRADING SCALE: If a letter grade is awarded for an NCU course, the following chart shows
the percentages of points awarded to the letter grade for Undergraduate and Graduate grades.
Undergraduate
Graduate Scoring
Scoring
Letter Grade
Numerical Points Letter Grade Numerical Points
A
100-94 A 100-94
A-
93-90 A- 93-90
B+
89-87 B+ 89-87
B
86-83 B 86-83
B-
82-80 B- 82-80
C+
79-77 C+ 79-77
 C
76-73 C 76-73
F
72-70 C- 72-0

69-67 D+

If a course is graded using the Satisfactory/Unsatisfactory method, specific instructions will be

given in the syllabus indicating how S/U grades are assigned.
NCU Grading Rubric
Grading based on 100 Total Points per Course is determined using the percentages
listed in the following rubric. This percentage is determined by dividing the total number
of points possible for an activity by the actual points earned, with the resulting
percentage determining the letter grade for the activity or course according to the NCU
Grading Rubric. 70% of each grade represents Learner’s content understanding, and
30% of each grade represents Learner’s ability to convey such understanding in
academic format

70% of grade 30% of grade

- Content - Presentation

Discussion Activities Coursework Activities Style and Conventions

Includes evaluation of Focus, Includes evaluation of Focus, Includes evaluation of Style and
Development, and Organization – Development, and Organization – See Conventions – See NCU Writing
See NCU Writing Terms* for more NCU Writing Terms* for more Terms* for more information
information information.
Learner demonstrates a well- Learner demonstrates a well- Learner demonstrates exemplary
developed focus, thorough points of developed focus, thorough points of accomplishment of task.
development, and a logical pattern of development, and a logical pattern or
organization of ideas and concepts. organization of discussion ideas and • Consistently appropriate and
The original posting covers the topic concepts required in assigned activity. precise language for the
thoroughly, demonstrates substantial assignment
reflection and/or self assessment, • Substantially achieved stated • Consistently clear divisions
Excellent exhibits a broad integration of learning outcome(s) between the writer’s voice and
readings, and reveals conceptual • Substantially integrated key the sources used to support
knowledge and skills. concepts and terms from course claims
100%- materials • Consistent and clear use of
94% • Substantially evaluated, standard American English in
concluded, and applied concepts grammar and punctuation
learned-demonstrated learning • Consistent use of APA formatting
through use of examples and/or
illustrations
• Supported insights and
assertions through research and
use of additional outside
academic resources
Learner demonstrates a clear focus, Learner demonstrates a clear focus, Learner demonstrates above average
Above Average
substantive points of development, substantive points of development, accomplishment of the task.
and a logical pattern of organization and a logical pattern of organization
93%-87% of discussion ideas and concepts. The of ideas and concepts required in • Appropriate and precise
original posting covers the topic in assigned activity. language with occasional lapses
some detail, demonstrates reflection • Mostly clear divisions between
and/or self assessment, exhibits • Above-average achievement of the writer’s voice and the sources
integration of readings, and reveals stated learning outcome(s) used to support claims
adequate conceptual knowledge. • Above-average integration of key • Somewhat consistent use of
concepts and terms from course standard American English in
materials grammar and punctuation
 • Above-average evaluation, • Somewhat consistent use of APA
conclusion, and application of formatting
concepts learned-demonstrated
learning through use of examples
and/or illustrations
• Above-average support of
insights and assertions through
research and use of outside
academic resources
Learner demonstrates noticeable Learner demonstrates a noticeable Learner demonstrates adequate
focus, adequate points of focus, adequate points of accomplishment of task.
development, and a noticeable development, and a noticeable
pattern of organization of discussion pattern of organization of ideas and • Somewhat precise language
ideas and concepts. The original concepts required in assigned activity. • Irregular divisions between the
posting partially covers the topic, writer’s voice and the sources
Adequate
demonstrates some reflection and/or • Adequately achieved learning used to support claims
self-assessment, exhibits a sporadic outcomes • Lapses in use of standard
86%-80% integration of readings, and reveals • Partially integrated key concepts American English in grammar
incomplete conceptual knowledge and terms from course materials and punctuation
and skills. • Analyzed and applied concepts • Lapses in use of APA formatting
learned-limited use of examples
and illustrations
• Limited use of outside references
or use of non-academic resources
Learner demonstrates some focus, Learner demonstrates some focus, Learner demonstrates incomplete
irregular points of development, and irregular points of development, and attempt to address the task.
lapses in the pattern of organization lapses in the pattern of organization
of discussion ideas and concepts. The of ideas and concepts required in • Frequent lapses in concrete
original posting is unrelated to the assigned activity. language,
Needs assigned topic, demonstrates little to • Consistent irregularity in
no reflection or self-assessment, • Minimal to no learning outcomes divisions between the writer’s
Improvement exhibits little to no integration of achieved voice and the sources used to
readings, and reveals deficient • Key concepts and terms from support claims
79%-70% conceptual knowledge and skills. course materials lacking or • Consistent lapses in use of
omitted standard American English in
• Does not describe and/or grammar and punctuation
summarize course materials • Consistent lapses in use of APA
• No references or inclusion of formatting
additional outside academic
sources
Learner demonstrates no clear focus, Learner demonstrates no clear focus, Learner demonstrates incomplete
no clear development, and no clear no clear development, and no clear attempt to address the task.
organizational pattern of discussion organizational pattern of ideas and
ideas and concepts. Learner fails to concepts required in assigned activity. • Consistent lapses in concrete
Not acceptable post or original posting demonstrates Learner fails to submit or submission language; regular use of slang,
no reflection or self-assessment, did fails to demonstrate learning etc.
not exhibit integration of reading, is outcome(s). • Little to no division between the
69% or deficient in conceptual knowledge writer’s voice and the sources
below and/or skills. used to support claims
• Failure to use standard
American English in grammar
and punctuation
• Failure to use APA formatting

Exceptions to the Rubric

Activities that do not require a written response
will be evaluated without use of the rubric. Certain
courses/activities do not warrant a written product.
Examples include math courses involving solving
equations or courses that contain multiple choice
exams. In these cases, the writing portion of the
rubric does not apply. Scoring for these courses
will be based on how many items were answered
correctly out of the total number of items possible.
RECEIVING YOUR FINAL GRADE: The final grade should be posted by your Mentor
within one week following the course end date. The registrar will send you an e-mail notifying
you of your grade and the grade will also appear on your Learner site, under the COURSE
REVIEW section.
POST COURSE SURVEY: Complete the Post Course Survey after you finish your final
assignment. The Post Course Survey goes directly to the University and provides information
used in both course and Mentor evaluation and assessment. The Post Course Survey is located in
the Course Review section of the Learner Website THE RESPONSES ARE ANONYMOUS.

COURSE SPECIFIC INFORMATION:

INSTRUCTIONS FOR RESPONDING TO ACTIVITIES:

For syllabi with an Effective/Approved Date of 1/1/2007 or later, the following

instructions are to be used to respond to Discussion and Course Work Activities.

To respond to each activity in a course with a syllabus dated 1/1/2007 or later, go to your
course page and click the Activities Tab.

For Discussion responses:

1. Click on the corresponding Activity.

2. Enter your discussion response under Add a New Entry Message. Do not load a file in
response to a discussion, unless it is a supporting resource for your discussion
comments that you would like all participants to view.

3. Click Add New Discussion Entry. This will send an alert to your Mentor that your
discussion response is complete.

4. If you want to make a private comment or load a file for your Mentor, please do so at
the bottom of the Activity screen in the Course Work posting area.
For Course Work responses:
1. Click on the corresponding Activity.

2. Go to the bottom of the Activity screen to Course Work posting area, click the +
sign.
 3. Type in the Assignment name.

4. Browse for and load your file.

5. Enter any appropriate comments, click the Academic Integrity Agreement, and then
click Send.
For courses with a syllabus Effective/Approved Date prior to 1/1/2007, you will respond
to Discussion Activities in the Course Discussion Forum. If you want to send
comments or supporting files to your Mentor, do so on the Activities Tab, click on the
appropriate discussion Activity, and enter your comments and/or load you file at the bottom
in the Course Work area.

The Effective/Approved Date for every NCU syllabus appears at the bottom of all
web based syllabi, which you can see by clicking on “Display Syllabus on the
Screen” on your Learner Course page.

If you do not have an Activity listed below to provide an introduction in a discussion format,
your first assignment is to send a message to your Mentor via the NCU messaging system
introducing yourself. Include your name, educational background and at least one
expectation you have for this course. You may add other information that will provide
insight into your professional and educational goals. This activity is not graded but provides
valuable information to your Mentor regarding your participation in the course. Please limit
your response to 300 characters or less.
Overview
Section 1: Customer Relationships
Activity 1: Paper 1 - Marketing Management Process 10 Points
Section 2: Environment and Behaviors
Activity 2: Paper 2 - Ethics in Marketing 10 Points
Section 3: Branding and Pricing
Activity 3: Discussion - Social Marketing 5 Points
Section 4: Retail Communication
Activity 4: Paper 3 - Build a Marketing Mix Campaign 15 Points
Section 5: The Digital Age
Activity 5: Paper 4 - E-Business and Electronic Platforms 10 Points
Section 6: Ethics and Social Responsibility in Marketing
Activity 6: Paper 5 - Responsible Social Marketers 10 Points
Section 7: International Marketing
Activity 7: Paper 6 - Global Awareness 10 Points
Section 8: Marketing Project: Current and Future Trends
Activity 8: Paper 7 - Current and Future Trends in Marketing 10 Points
Section 9: Signature Assignment and Reflective Summary
Activity 9: Signature Assignment 15 Points
Activity 10: Reflective Essay 5 Points
Section 1: Customer Relationships
Marketing strategies have emerged to indicate that customer value and satisfaction are connected
more selectively, more directly, and for life. The interrelatedness of key marketing concepts
demonstrate new thinking for the new connected millennium; relationship marketing, delivering
superior customer value, satisfaction, quality, and connecting technologies for customer
information.

Course Resources
The Resources area for this course contains a variety of reference materials
that may help you to complete the course Activities. It is suggested that you
become familiar with these resources before you begin the Activities.

NCU Library
References used for research need to be peer reviewed/scholarly journals
which can be found by searching the NCU Library databases. These journals
typically have the following characteristics:
- Articles are reviewed by a panel of experts before they are accepted for
publication.
- Articles are written by a scholar or specialist in the field.
- Articles report on original research or experimentation.
- Articles are often published by professional associations.
- Articles utilize terminology associated with the discipline.

NCU Writing Center

NCU values your progress and success as a scholarly writer. Please access
the NCU Writing Center from your Learner home page to see a wide variety
of writing tips and examples to help you as you compose written
submissions for this and other NCU courses.

-Coursework;  -Discussion
Required Reading:
Marketing: Chapters 1, 2
Activity 1: Paper 1 - Marketing Management
Process 10 Points
Marketing Management Process
In a 1000-1800 word paper, explain the marketing management process: analysis,
planning, implementation, and control. Discuss whether a company that "does things right"
is more or less likely to succeed than a company that "does the right things." Provide
examples in your response.

Organize your paper with an opening paragraph, supporting information, and closing
paragraph format. Use APA formatting with proper APA in-text citations. Create a reference
page including your text book and outside resources. Use your word processing editor to
check spelling and grammar. Your paper must be submitted with the NCU cover sheet
followed by an APA-formatted coversheet.

Your writing should demonstrate thoughtful consideration of the ideas and concepts that are
presented in the course and provide new thoughts and insights relating directly to this topic.
Responses should reflect scholarly-level writing standards and have no spelling, grammar, or
syntax errors.

Submit your paper in the Course Work area of the Activity screen.

Learning Outcomes: (1, 2, 4)

Activity Outcomes
• Explain different methods of marketing in society and business.

• Discuss ethical responsibilities in marketing.

• Describe branding and its implications in the business world.

Section 2: Environment and Behaviors
Recent technological advances have created an Internet age which is having a dramatic impact
on both buyers and the marketers who serve them. Major forces are shaping the Internet age; e-
commerce and e-marketing developments, and strategies and tactics for setting up a successful e-
commerce presence are shaping a new environment and behaviors.
Required Reading:
Marketing: Chapters 3, 6
Activity 2: Paper 2 - Ethics in Marketing 10 Points
Ethics in Marketing
In a 1000-1800 word paper, discuss whether it is ethical for marketers to create opinion leaders by paying them to
act as impartial consumers. How might doing so impact the relationships a company builds with its customers?

Organize your paper with an opening paragraph, supporting information, and closing paragraph. Use APA
formatting with proper APA in-text citations. Create a reference page including your textbook and outside resources.
Use your word processing editor to check spelling and grammar. Your paper must be submitted with the NCU cover
sheet, followed by an APA-formatted coversheet.

Your writing should demonstrate thoughtful consideration of the ideas and concepts that are presented in the course
and provide new thoughts and insights relating directly to this topic. Responses should reflect scholarly-level writing
standards and have no spelling, grammar, or syntax errors.

Submit your paper in the Course Work area of the Activity screen.

Learning Outcomes: (1, 2, 5)

Activity Outcomes
• Explain different methods of marketing in society and business.

• Discuss ethical responsibilities in marketing.

• Compare and contrast major marketing techniques and their role in the success of a
business.
Section 3: Branding and Pricing
The five drivers of branding create brand insistence; emotional connection, value, accessibility,
awareness, and relevant differentiation. Pricing is often the enemy of differentiation. When the
price becomes the focus of a message, the price becomes the main consideration.
Required Reading:
Marketing: Chapters 7, 10
Activity 3: Discussion - Social Marketing 5 Points
Social Marketing
During the last decade several airline carriers, such as Jet Blue Airways and Southwest Airlines,
have emerged and successfully carved a niche for themselves in the airline industry. The airlines
considered several factors affecting pricing decisions when setting their prices. Discuss both the
internal and external factors that might have influenced their marketing decisions.

Your posting should be approximately 100-250 words, demonstrate critical thinking, and exhibit
your grasp of course concepts. Post your discussion text in the Discussion area of the Activity
screen.

Learning Outcomes: (3)

Activity Outcomes
• Examine internal and external factors that influence business decisions.
Section 4: Retail Communication
Retail communications are a critical component of the overall marketing communications
program. The constraints of regulations dictate that you use high-level creativity and careful
scrutiny of the spoken and written word. Branding and ancillary business communication
activities play a role in the success or failure of your marketing and communication strategy. The
communication should reflect the mission, focus, concept, and image of the community.
Required Reading:
Marketing: Chapters 11, 12, 13

http://www.m-factor.com/downloads/#white-papers
Request the White paper, Marketing Mix 101
Activity 4: Paper 3 - Build a Marketing Mix
Campaign 15 Points
Building a Marketing Mix Campaign
After completing the assigned readings and reviewing the Marketing Mix 101 White paper,
create a marketing communications campaign for a set of outdoor/patio furniture designed by a
celebrity artist.

Step 1 - Give your campaign a name or tag phrase such as “Reach for the Breezes” or “Enjoy
Summer’s Beauty.” Explain why you chose the name and how it reflects and enhances the
marketability of the product and how it relates to the celebrity.
Step 2 - Briefly describe what each part of the mix does or will do, i.e. public relations,
promotion, advertising.

Step 3 - Identify what percentage of your campaign will be used for public relations, promotion
and advertising/ What kind of media will you use - newspaper ad, radio commercial, TV
commercial, mailer, handout flyer, or company website? Defend your choices.

Your campaign paper should be 1000-1800 words in length and organized with an introductory
sentence describing your product. Your paper must be submitted with the NCU cover sheet
followed by an APA-formatted coversheet. Check spelling and grammar using your word
processing editor. Cite resources in APA format if applicable.

Your writing should demonstrate thoughtful consideration of the ideas and concepts that are
presented in the course and provide new thoughts and insights relating directly to this topic.
Responses should reflect scholarly-level writing standards and have no spelling, grammar, or
syntax errors.

Submit your paper in the Course Work area of the Activity screen.

Learning Outcomes: (1, 4, 8)

Activity Outcomes
• Explain different methods of marketing in society and business.

• Describe branding and its implications in the business world.

• Explain the importance of understanding cultural traditions when marketing on a

global scale.
Section 5: The Digital Age
To disperse essential information regarding the products, digital marketing encompasses
channels used to include the Internet and telecommunication services.
Required Reading:
Marketing: Chapter 14
Activity 5: Paper 4 - E-Business and Electronic
Platforms 10 Points
E-Business and Electronic Platforms
In a 1000-1800 word paper, demonstrate how E-business involves the use of electronic platforms to conduct a
company’s business. Explain each of the platforms and how they affect a company’s business. Explain the benefits
to both buyers and sellers. Provide examples in your response.

Organize your paper with an opening paragraph, supporting information, and closing paragraph format. Use APA
formatting with proper APA in-text citations. Create a reference page including your textbook and outside resources.
Use your word processing editor to check spelling and grammar. Your paper must be submitted with the NCU cover
sheet, followed by an APA-formatted coversheet.
Your writing should demonstrate thoughtful consideration of the ideas and concepts that are presented in the course
and provide new thoughts and insights relating directly to this topic. Responses should reflect scholarly-level writing
standards and have no spelling, grammar, or syntax errors.

Submit your paper in the Course Work area of the Activity screen.

Learning Outcomes: (1, 4, 5, 6)

Activity Outcomes
• Explain different methods of marketing in society and business.

• Describe branding and its implications in the business world.

• Compare and contrast major marketing techniques and their role in the success of a
business.
• Define E-Business and Electronic Platforms and their use in marketing.
Section 6: Ethics and Social Responsibility in Marketing
The ethical behavior of marketing has considerable consequence as to how the organization is
perceived as a good or bad citizen. Understanding the linkage between ethics, social
responsibility, decision-making, strategy, business, and marketing is necessary to balance the
needs of doing business, their customers and themselves.
Required Reading:
Marketing: Chapters 16

http://www.honesttea.com

Activity 6: Paper 5 - Responsible Social Marketers 10

Points
Responsible Social Marketers
The Honest Tea Company is an example of a responsible social marketer. Honest Tea has a
unique background and marketing program. For example, it purchases its peppermint tealeaves
from an American Indian grower. Conduct research on the Internet using such search engines as
Yahoo, Google or others, and analyze the attributes or activities of the Honest Tea Company and
predict which attributes and/or activities would help their advertising agency produce publicity
or promotions that illustrate their social responsibility and marketing. Explain why you predicted
these attributes and activities would be successful.

Your 1000-1800 word paper should be organized with an introductory sentence describing what
you are researching. Your paper must be submitted with the NCU cover sheet followed by an
APA-formatted coversheet. Check spelling and grammar using your word processing editor. Cite
resources in APA format as applicable.

Your writing should demonstrate thoughtful consideration of the ideas and concepts that are
presented in the course and provide new thoughts and insights relating directly to this topic.
Responses should reflect scholarly-level writing standards and have no spelling, grammar, or
syntax errors.

Submit your paper in the Course Work area of the Activity screen.

Learning Outcomes: (1, 2, 3, 4, 5, 6, 7)

Activity Outcomes
• Explain different methods of marketing in society and business.

• Discuss ethical responsibilities in marketing.

• Examine internal and external factors that influence business decisions.

• Describe branding and its implications in the business world.

• Compare and contrast major marketing techniques and their role in the success of a
business.
• Define E-Business and Electronic Platforms and their use in marketing.

• Compare and contrast social responsibility in marketing.

Section 7: International Marketing
International marketing involves the organization making one or more marketing decisions
across national boundaries. Global marketing refers to marketing activities coordinated and
integrated across multiple country markets. International marketing is simply the application of
marketing principles to more than one country.
Required Reading:
Marketing: Chapter 15
Activity 7: Paper 6 - Global Awareness 10 Points
Global Awareness
Write a 1000-1800 word paper explaining how companies need to understand cultural traditions
in order to avoid embarrassing mistakes in marketing. Give an example of a situation that could
have been avoided with a greater understanding of global diversity.

Your paper must be submitted with the NCU cover sheet, followed by an APA-formatted
coversheet. Check spelling and grammar using your word processing editor. Be sure to cite
references in proper APA format.

Your writing should demonstrate thoughtful consideration of the ideas and concepts that are
presented in the course and provide new thoughts and insights relating directly to this topic.
Responses should reflect scholarly-level writing standards and have no spelling, grammar, or
syntax errors.
Submit your paper in the Course Work area of the Activity screen.

Learning Outcomes: (1, 5, 8)

Activity Outcomes
• Explain different methods of marketing in society and business.

• Compare and contrast major marketing techniques and their role in the success of a
business.
• Explain the importance of understanding cultural traditions when marketing on a
global scale.
Section 8: Marketing Project: Current and Future Trends
The goal of marketing is to create customer satisfaction profitably by building value-laden
relationships. To thrive in this new Internet age, marketers must rethink their strategies and
practices. The intent of marketing is to create exciting new strategies and tactics that firms are
applying in order to prosper in today’s high-tech environment, and set up a successful e-
commerce presence in the market.
Required Reading:
Review Marketing: Chapters 3 - 16
Activity 8: Paper 7 - Current and Future Trends in
Marketing 10 Points
Current and Future Trends in Marketing
Put yourself in the place of a marketing manager to make real marketing decisions. Select a
real-life situation of a business that needs to rethink their marketing strategies and
practices. In a 1000-1800 word initial proposal, map a proposed marketing application for
the business situation.

Your paper must be submitted with the NCU cover sheet, followed by an APA-formatted
coversheet. Check spelling and grammar using your word processing editor. Be sure to cite
references in proper APA format.

Your writing should demonstrate thoughtful consideration of the ideas and concepts that are
presented in the course and provide new thoughts and insights relating directly to this topic.
Responses should reflect scholarly-level writing standards and have no spelling, grammar, or
syntax errors.

Submit your paper in the Course Work area of the Activity screen.

Learning Outcomes: (1, 5, 9)

Activity Outcomes
• Explain different methods of marketing in society and business.

• Compare and contrast major marketing techniques and their role in the success of a
business.
 • Investigate current and future trends in marketing.
Section 9: Signature Assignment and Reflective Summary
The Signature Assignment and reflective essay should show how you: (a) demonstrate mastery
of the course material, and (b) apply this knowledge to the real world.
Required Reading:
None
Activity 9: Signature Assignment 15 Points
Signature Assignment
Imagine that you are a business consultant in charge of marketing a topic of your choice. Create
a PowerPoint presentation for a group of business people who want to know more about your
topic. Provide a background, the implications to business, and the current and future trends as
they relate to your topic.

The required length for this assignment is 8-10 slides (with a separate reference slide). Your
presentation MUST include notes that contain 50-100 words per slide (this is your script). Be
sure to include citations for quotations and paraphrases with references in APA format and style.
Save the file as a PPT file with the correct course code information in the name. Upload the
completed assignment in the Course work area of the Activity.

Learning Outcomes: (1, 2, 3, 4, 5, 6, 7, 8, 9)

Activity Outcomes
• Explain different methods of marketing in society and business.

• Discuss ethical responsibilities in marketing.

• Examine internal and external factors that influence business decisions.

• Describe branding and its implications in the business world.

• Compare and contrast major marketing techniques and their role in the success of a
business.
• Define E-Business and Electronic Platforms and their use in marketing.

• Compare and contrast social responsibility in marketing.

• Explain the importance of understanding cultural traditions when marketing on a

global scale.
• Investigate current and future trends in marketing.
Activity 10: Reflective Essay 5 Points
Reflective Essay
Write a reflective essay that explains how this course has changed and expanded your thinking in
a professional and academic sense. Share the concepts and issues that were of greatest interest to
you and why. How do you plan to apply this new knowledge in your life or profession?

Length: 350-700 words

Your essay should demonstrate your ability to think critically using the terminology, concepts,
and relationships presented in the course material, and should be supported by documentation
from the text and other resource materials following APA style and format guidelines.

Submit the completed assignment in the Course Work area of the Activity screen.

Learning Outcomes: (1, 2, 3, 4, 5, 6, 7, 8, 9)

Activity Outcomes
• Explain different methods of marketing in society and business.

• Discuss ethical responsibilities in marketing.

• Examine internal and external factors that influence business decisions.

• Describe branding and its implications in the business world.

• Compare and contrast major marketing techniques and their role in the success of a
business.
• Define E-Business and Electronic Platforms and their use in marketing.

• Compare and contrast social responsibility in marketing.

• Explain the importance of understanding cultural traditions when marketing on a

global scale.
• Investigate current and future trends in marketing.

Effective Date: 7/8/2009

Copyright (C) 2009 Northcentral University