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For my third course in the MBA program, I am taking BUSA 565 Marketing in the 21st Century (they have it listed as Strategic Marketing Management online for me…so I don’t know what the real name is 🤷🏿).
✍🏿 Here’s a description of the course:
- This course will expose students to strategic issues that fundamentally shape the customer-marketer relationship as well as the disruptive social and technical forces that are shifting it in new directions. The course focuses on the strategic responsibilities and best practices that a mid-to-senior level leader should understand about the marketing discipline, including how to plan, execute and measure marketing to demonstrate ROI. Core principles such as customer segmentation; consumer behavior and related data; branding and positioning; the marketing mix (traditional, digital, and alternative channels); product marketing; and distribution, among other topics, will be explored. In addition, the class provides practical hands-on experience through simulations, case studies, and interviews with successful marketers to add real-world flavor to these critical strategic concepts. Finally, the course introduces some of the Web 3.0 and 4.0 developments such as AI, connected data, the metaverse, and marketing automation that students will undoubtedly be facing in current and future business leadership roles.
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📕 Books used:
- The books we are using are freeish and on the platform Cengage Unlimited. Students will find a “course materials fee” included with their Student Accounts bill which includes this subscription and all course materials built into the course.
- Ferrell, O.C., Hartline, M., & Hochstein, B.W. (2022). Marketing Strategy, 8th Edition (2022), Cengage.
With the Cengage Unlimited subscription, you can access any Cengage materials you are using across all your courses and, if desired, up to 8 FREE hardcopy textbook rentals (per student, per year) are also available for select titles, for just the cost of shipping and handling per textbook.
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#️⃣ Here is how your grade is broken down:
- 10 Instructor Strategic Deep Dive Video Quizzes 12% of grade - Strategic Deep Dive video lectures are provided within each chapter category. These lectures provide a focused conversation on a smaller number of strategic topics relating to the chapter. After carefully listening to the lecture, complete the related ten-question quiz.
- 10 Chapter Quizzes 12% of grade - Students are instructed to read the ten assigned chapters from the ebook version of Marketing Strategy, 8th Edition and complete the related brief tests for each. It is recommended that the chapters are read first prior to the additional video lecture and interview quizzes described below.
- 22 Insider Insight Embedded Video Quizzes 10% of grade - We are honored to have five successful marketing leaders contributing their expertise to our learning journey by providing insights from their real-world experiences in companies such as Microsoft, LHH, Wolters Kluwer Tax & Accounting, Voiant Group, and HarperCollins Publishers. After listening to each interview video, complete the three embedded quiz questions for each.
- 5 Case Study Conversations 8% of grade - Five case studies have been selected to illuminate key marketing concepts associated with five of the chapters. Upon reading, use the discussion prompt to share your meaningful analysis comments and questions for your peers in the assigned area of the Discussion Board. The assigned case study links are found within the related chapter in Brightspace and include:
- Chapter 1 - Case 8. Netflix Fights to Stay Ahead of a Rapidly Changing Market
- Chapter 2 - Case 5. Uber: The Opportunities and Challenges of Market Disruption
- Chapter 3 - Case 13. Starbucks Perfects Its Blend
- Chapter 7 - Case 12. Mattel Gives Its Marketing Strategy a Makeover
- Chapter 8 - Case 9. From the Outside In: Corporate Social Responsibility at Patagonia
- Students are encouraged, but not required, to respond to at least one peer post. Post (minimum 300 words, maximum 500 words).
- Marketing Management Simternship 18% of grade - The Stukent Marketing Management Simternship™ is an interactive, video- and project-based simulation imitating the role of a strategic marketing manager. For each module, students will be provided with background information and a set of instructions from a marketing executive and/or peer marketers in a fictional organization. Completions of each assignment are scored by the simulation algorithm and serve as the student’s grade for each module.
- Capstone Marketing Plan Assessment Project 20% of grade - Students will assess a provided marketing plan for the product BOPREX using the Ten Pillars of Meaningful Marketing™, a planning process explained in Chapter Two of the course. Please refer to the Ten Pillars PDF provided in Brightspace for additional information helpful for understanding and applying this marketing planning approach.
- Final Exam 10% of grade - A final examination assesses your learning of the concepts covered in the chapter readings. It is a final review to ensure that you have mastered the basic concepts of marketing strategy. The Brightspace exam consists of 50 questions.
- Faith and Purpose – Interview Project 10% of grade - Develop 3-to-5 stimulating questions from the assigned readings/videos. Examples might be, “How do you see marketing affecting human flourishing from a spiritual perspective?” or “How does your faith guide your decision-making when attempting to influence someone?” Identify and engage 3 to 5 business professionals (preferably sales or marketing leaders or entrepreneurs/business owners, but not limited to those roles) in your circle of relationships. Ask them your pre-developed questions and take notes on your conversation. NOTE: Your interviewees do not need to be included in your video, but you are free to include them if you wish. Summarize and share insights from your conversations in a 3-to-5 minute video and upload to Brightspace.
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💪🏿 This is what I accomplished my first week in the BUSA 565 course:
📘 Read:
- Read through the syllabus to see what I’m getting myself into.
- Chapter 1. Marketing in Today’s Economy (22 pages)
- Chapter 2. Strategic Marketing Planning (24 pages)
- What is AI Marketing? A Complete Guide
- Marketing in the Metaverse: An Opportunity for Innovation and Experimentation
- To Build a Better Marketing Plan, Revisit Your Approach to Planning
- Using AI to Adjust Your Marketing and Sales in a Volatile World
📺 Videos watched:
- Strategic Deep Dive: Disruption and Innovation in Marketing
- Insider Insights: Modern Challenges and Decisions Facing Marketing Leaders - Quiz
- Insider Insights: Strategic Focus and Skills - Quiz
- Seth Godin - Everything You (probably) DON’T Know about Marketing (46:34)
- Strategic Deep Dive: Plan to Change Your Plans
- Strategic Deep Dive: 10 Pillars of Meaningful Marketing (Pt. 1)
- Strategic Deep Dive: 10 Pillars of Meaningful Marketing (Pt. 2)
- Insider Insights: Planning: Keeping Marketing Aligned with Mission - Quiz
🧪 Homework
- Chapter 1 - Case 8. Netflix Fights to Stay Ahead of a Rapidly Changing Market
- Ch 1 Strategic Deep Dive Quiz
- Ch 1 Quiz
- Chapter 2 - Case 5. Uber: The Opportunities and Challenges of Market Disruption
- Ch 2 Strategic Deep Dive Quiz
- Ch 2 Quiz
There are only 4 modules but as you can see it’s a lot of work for this course so I’m hurrying up so I can do the next course before the semester is over. You only get one attempt at the quizzes which is hurting me but such is life. Right now I have an 86% in the course. I hate marketing. I need to get my grade up more.
Here are my grades so far:
- Ch 1 Strategic Deep Dive Quiz 10 / 10
- Ch 2 Strategic Deep Dive Quiz 10 / 10
- Chapter 1 Quiz 8 / 10
- Chapter 2 Quiz 8 / 10
I’m going to do the cases this upcoming weekend. I’m on vacation this week.
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Elyse Y. Robinson, an enterprising entrepreneur, is the mastermind behind Taxes and Services, a multifaceted holding company that doubles as her accounting firm. Her ventures encompass an array of innovative projects. One of her key initiatives is Switch Into Tech, a dynamic weekly newsletter that doubles as a platform for advertising monthly career seminars, offering weekly tech-related freebies, and promoting her latest podcast episodes of Nobody Wants To Work Tho. Additionally, Elyse shares her insights through her blog at Data.gal, where she delves into various data-related topics. Elyse’s passions extend beyond her businesses; she is deeply enamored with Mexico, has an insatiable appetite for research, and is dedicated to assisting others in transitioning into technology careers.