Assessment Description
Good companies adopt the marketing concept and focus on serving and satisfying their customers. Great companies take additional steps to ensure ethical behaviors that serve all stakeholders. Watch the video “Social Responsibility and Conscious Capitalism.” How does Dr. Gibb define conscious capitalism? Identify a company that you think displays behaviors that fit Dr. Gibb’s definition. What are those behaviors, and how do stakeholders benefit from the company’s conscious capitalism initiatives? In replies to peers, offer additional examples of behaviors and benefits, and discuss commonalities you see among the various examples provided.
DQ2
Assessment Description
Marketing plans describe the current situation for the product, service, or brand, and the plan for the future. What are the objectives of the marketing plan? In other words, why is one needed? What are the possible outcomes if marketers do not have a marketing plan? Provide specific examples to support your ideas. In replies to peers, discuss whether you agree or disagree with their position and justify your reply with specific reasons, facts, and examples.
RESOURCES
View “Welcome to Introduction to Marketing,” from the GCU Academics – Business, located on the YouTube website. https://www.youtube.com/playlist?list=PLg_v7K-G8megl34WNtSgJdSm9PVDubYvv
Read “7 Examples of Awesome Social Responsibility Marketing,†by Vranicar, located on the Oberlo website (2017). https://www.oberlo.com/blog/social-responsibility-marketing-examples
View “Developing Target Markets,” from the GCU Academics – Business, located on the YouTube website. https://www.youtube.com/playlist?list=PLg_v7K-G8mejFVh4ZkG_6-L4F0ktnD-jL
View “Marketing and Organizational Success,” from the GCU Academics – Business, located on the YouTube website. https://www.youtube.com/playlist?list=PLg_v7K-G8mejoQ9bH8M92ScpXeBv9aMH3
View “Reimagining Capitalism With Higher Consciousness: Raj Sisodia at TEDxNewEngland,” from TEDx Talks (2012), Reimagining Capitalism with Higher Consciousness: Raj Sisodia at TEDxNewEngland – YouTube
Read “The Rise of Conscious Capitalism,” located on the Forbes website (2019). https://www.forbes.com/sites/gretchenfox/2019/03/26/the-rise-of-conscious-capitalism/?sh=219225a7139d
View “Social Responsibility and Conscious Capitalism,” from the GCU Academics – Business, https://www.youtube.com/playlist?list=PLg_v7K-G8mehU_cGOa9HFTzPV5cyS09ef
MODULE 2
DQ1
Assessment Description
Watch the video “Forms of Marketing Research.” Company A is thinking about bringing to market a new product in a category where it knows very little about the consumers or their needs and wants. Describe which forms of marketing research would be appropriate and explain why. By contrast, Company B has an established product and knows a lot about its customers. The company wants to measure customer satisfaction. Describe which forms of marketing research would be appropriate and explain why. In replies to peers, provide additional ideas for the types of research that could be used.
DQ2
Assessment Description
Watch the video “The Marketing Research Process.” What are the responsibilities of the client during the process? What are the responsibilities of the research team? Why are the interactions of the client and the team important during the marketing research process? In replies to peers, support or refute their positions using specific reasons, facts, and examples.
RESOURCES
View “Forms of Marketing Research,” from the GCU Academics – Business, located on the YouTube website. https://www.youtube.com/playlist?list=PLg_v7K-G8meh4Qm4ua1YRekjN6xQfiABc
Read “How to Better Integrate Analytics Into Your Marketing Strategy, by Abbamonte, located on the Neil Patel website (2017). https://neilpatel.com/blog/integrate-analytics-into-marketing/
Read “How to Conduct a SWOT Analysis: Examples, Strategies, and Templates,” by Campbell (2018)Â https://www.shopify.com/blog/swot-analysis
Read “Is Your Marketing Working? The Importance of Marketing Analytics,†located on the PixelMark website (2018). https://pixelmark.net/the-importance-of-marketing-analytics/
View “The Marketing Research Process,” from the GCU Academics – Business, located on the YouTube website. https://www.youtube.com/playlist?list=PLg_v7K-G8meg3rIl3dTORj_pFOWvW4HBZ
Read “Quantitative vs. Qualitative Research: What’s the Difference?†by Market Research Guy, https://www.mymarketresearchmethods.com/quantitative-vs-qualitative-research-whats-the-difference/
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