Author: chris

Students are to submit a commentary based on a current ‘hot’ issue in marketing. The commentary must describe the issue and offer a point of view based on exploration/research of the topic.

COURSE OUTLINE
Brief Description
This course familiarizes students with the major marketing concepts (buyer behaviour, segmentation, targeting, positioning, product/service development and management, pricing, distribution, communication). It stresses the application of these concepts to a variety of sectors such as profit, not-for-profit, manufacturing, and services. The course also develops specific skills such as problem-solving, verbal presentation, business writing and group work.

Course Objectives
The purpose of this course is to familiarize you with major marketing concepts. Objectives:
1. To familiarize you with how marketing concepts apply to different industry sectors (profit; service and not for profit organizations) and contexts (domestic and international)
2. To develop your problem recognition and decision making skills in a marketing context.
3. To broaden your sensitivity to different cultural, socio-economic and legal environments encountered in the marketplace.

Course Materials
All participants should have a copy of:
1. Marketing, Grewal & Levy, (2009), McGraw-Hill Irwin, ISBN 0071320385 – 2nd Canadian edition
2. The cases. Purchase these directly from Harvard Publishing. The coursepack link is:
http://cb.hbsp.harvard.edu/cb/access/16272769
The course consists of a mix of lectures, discussions, videos, and case analyses. Active participation is essential if you are to get the most out of this course.

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For case, students are required to follow the case analysis method outlined below.

COMPONENTS OF A WRITTEN CASE ANALYSIS
The following sections are required in a written case analysis. An explanation of what is encompassed by each section will be covered in class 1.

I. Executive Summary ( no more than 1 page)
II. Problem/Issue Statement (1paragraph)
III. Situational Analysis (including financial analysis if applicable)
IV. Alternatives (2-3)
V. Evaluation of Alternatives
VI. Recommendations (explain why one of the alternatives)
VII. Action Plan
*think about using a SWOT analysis
*think about using a decision matrix to arrive at your recommendation
*focus on the recommendations and evaluation of alternatives
*assume the reader is familiar with the case/company./issues…..

full pages, pls

ile-2849261_DSC01915_2.JPG is the insrtuction about grading and paper structure.

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For case, students are required to follow the case analysis method outlined below.

COMPONENTS OF A WRITTEN CASE ANALYSIS
The following sections are required in a written case analysis. An explanation of what is encompassed by each section will be covered in class 1.

I. Executive Summary ( no more than 1 page)
II. Problem/Issue Statement (1paragraph)
III. Situational Analysis (including financial analysis if applicable)
IV. Alternatives (2-3)
V. Evaluation of Alternatives
VI. Recommendations (explain why one of the alternatives)
VII. Action Plan
*think about using a SWOT analysis
*think about using a decision matrix to arrive at your recommendation
*focus on the recommendations and evaluation of alternatives
*assume the reader is familiar with the case/company./issues…..

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The purpose of this assignment is to educate yourself about a particular issue (environmental, political, human rights, etc) in a particular place in the world and then to learn as much as you can about it, research it, and then act on it.

You may already have an idea of an issue that concerns you. You may have no idea at all. You can start by looking in the news (CBC and BBC) or going to some sites where there are on-going petitions such as Avaaz http://www.avaaz.org “Avaaz—meaning “voice” in several European, Middle Eastern and Asian languages—launched in 2007 with a simple democratic mission: organize citizens of all nations to close the gap between the world we have and the world most people everywhere want.” Examples from Avaaz will be reviewed in class on Tuesday, March 5..

This is one that I am heavily involved in: http://www.avaaz.org/en/canada_causes_cancer/?vl

2. Describe the issue and why this is of interest/concern to you (10 marks).

3. Provide at least 3 peer-reviewed references that support the evidence of the issue (10 marks).

4. Describe what action you are taking to address this issue. Provide evidence of your action (20 marks).

5. Explain how you will educate others about this issue. Explain any follow-up plans that you have to continue to address this (10 marks).

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Write a 10 page (not including cover and reference pages) article review using the attached article from the Harvard Business Review titled “Discovering Your Authentic Leadership.” The first 1-2 pages should summarize the article. Then give a personal analysis including pros and cons. Then, use 3 other sources to either agree or disagree with the article.

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As set out in the students’ Course Manual, the group assignment of the Company Project task is as follows:

As market researchers, your group has been asked by your Director to write a report on a company of your choice. Your brief is to evaluate the company’s marketing and competitive strategy.

If you choose a large complex organisation for your project then it is advisable to focus on just one particular product / category sold by that company.

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Introduction

This case analysis is designed to encourage you to conduct an analysis of a market entry mode decision.

Case Assignment

Two of the most successful American companies, Apple and Google, attempted to expand their global reach by entering into the Chinese market. Each attained different level of success, for various reasons. You are tasked with advising the VP of Global Marketing of Apple Inc. on the question of what is the best way to enter the Chinese market with their iPhones and iPads. Which of the foreign market entry mode(s) would work best for Apple in China? What would you advise, and why? What lessons could Apple learn from Google’s experience in China? Please support your position with references to the reviewed literature provided in the Background information, as well as your own research.

Ensure that you repeat the assignment wording (shown in bold above), in full and verbatim on the title page of your paper.

Excluding your title and references pages, your paper should be no more than three pages long.

CASE EXPECTATIONS

Use information from the background readings as well as any good quality sources you can find. Please cite all sources and provide a reference list at the end of the paper.

The following will be assessed in particular:

Your demonstrated understanding of the various forms of market entry mode and the issues associated with each.
Your ability to conduct an analysis on the basis of which you make a recommendation for a mode of market entry.
The criteria used for assessment will be those explained on the MOD01 Home page, namely:

Focus
Breadth
Depth
Critical thinking
Effective communication skills
Proper use of Citations and References
Sources relevant to the case:

Foreign market entry is an important strategy for multinational enterprises (MNE) to expand their global reach and establish an international network of interdependent business units.

Meyer, K. (2009). Foreign market entry. Princeton University Press

Che, J., & Facchini, G.. (2009). Cultural differences, insecure property rights and the mode of entry decision. Economic Theory, 38(3), 465-484.

Apple is making huge inroads into China’s tech markets, but critics say the company is making unpleasant compromises along the way. The company’s Chinese suppliers are accused of disregarding workers’ health and safety, and playing fast and loose with labor rules. Local activists say Apple has been sluggish in addressing their concerns.

Larson, C. (2011). Red, delicious, and Rotten: How Apple conquered China and learned to think like the Communist Party. The Foreign Policy [Electronic version].
Available on August 28 at
http://www.foreignpolicy.com/articles/2011/08/01/red_delicious_and_rotten?page=full

In a dramatic statement posted on the company’s official blog, Google sparked a confrontation with the Chinese government that will likely end with the company exiting the Chinese market. Google’s statement all but accuses the Chinese government of “a highly sophisticated and targeted attack on our corporate infrastructure.”…

Haddick, R. (2010, January 15). This Week at War: Google has more guts than the U.S. Government. Foreign Policy [Electronic version]. (August 1, 2011).
Available on 2011 August 28 at
http://www.foreignpolicy.com/articles/2010/01/15/this_week_at_war_google_has_more_guts_than_the_us_government

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A team of students from a Singapore-based university was planning a trip to Cameron Highlands, where an exhibition on the history of tea, the process of growing, harvesting and processing tea and the spread of tea across the continents was to be held in a newly built 36,000 square kilometres exhibition hall. This exhibition was marketed as “one of the largest tea exhibitions in the history of Asia”. The students were writing a thesis on the history of tea leaves and thought that this exhibition would provide them with much background information. The university booked a 50-seater coach from Speedy Coach, at a price of S$1,000 for a return trip. It paid a deposit of S$200 to Speedy Coach three days before departure date. Advise the university of its rights and obligations vis-à-vis Speedy Coach (if any) in each of the following scenarios: (a) Scenario 1 – There was heavy monsoon rain in Malaysia and there were extensive mudslides along parts of the road up to Cameron Highlands. The road was no longer accessible. Speedy Coach refused to proceed with the coach journey on the departure date. (b) Scenario 2 – The electrical wiring and ventilation system of the exhibition hall at Cameron Highland became faulty. With no lights and air-conditioning, the organizers put out a notice to the public, stating that “the exhibition will be temporarily closed for the next few weeks”. The organizers offered a walking tour of the town square, a tea museum and the surrounding tea plantations as an alternative. (25 marks)

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Select and read the articles about 2 famous thinkers in the Week 4 Electronic Reserve Readings. Find additional articles in the University of Phoenix Library or on the internet.
Write a 1400 word paper. Include the following:
Information about the thinkers’ contributions to society.
Each thinkers’ personal/social/political environments and how you think these factors contributed to their creativity.
The problems or issues that their ideas sought to solve.
A description of the solutions and how their ideas were implemented.
The creative process of each thinker and a comparison of the two creative processes.
A critique of their ideas and what they could have done differently.
Include at least 4 references.
Format your paper consistent with APA guidelines, Double spaced, New Times Roman. 1″ Margins, Title Page.
Microsoft Word Doc. 2010

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Chandler, David. “Representing the Mad King: George III in the Cinema.” Journal of Popular Film & Television 36 (Summer 2008)\

Chandler, David. “Representing the Mad King: George III in the Cinema.” Journal of Popular Film & Television 36 (Summer 2008): 72-81.

Article Review
In order to successfully complete this assignment, the student must:
1. Select one article from the list below and read carefully and completely.
2. Write a one-page, single-spaced review of the article.
3. The review should have four elements:
A. What is the author’s primary argument/thesis?
B. What evidence of support does the author give to defend and/or prove the argument/thesis?
C. In your view, what are the strengths of the article?
D. In your view, what are the weaknesses of the article?

4. The review should meet the following format guidelines:
A. It should be typed (single-space)
B. Students should save the final document as a .rtf document (rich text format).
C. The margins should be set at one inch (top, bottom, left, right).
D. The font style should be Times New Roman.
E. The font size should be 12 point.
F. Type your name in the upper left hand corner of the paper.

5. Grades for this assignment will be based on the following:
A. The extent to which you successfully identify the author’s primary argument (20 points possible).
B. The extent to which you identify and summarize the author’s supporting evidence (40 points possible).
C. The quality of your evaluation of the strengths of the article (40 points possible).
D. The quality of your evaluation of the weaknesses of the article (40 points possible).
E. Failure to follow the format guidelines will result in substantial loss of points.
F. Poor spelling and grammar/punctuation will also result in a loss of points.

6. SafeAssign: Students must submit their papers through SafeAssign. The SafeAssign link is located below.

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