Marketing

Part 1 Choose one of the documents for distributing information to the media discussed in the text including: 1. print news release 2. internet new release 3. publicity photos 4. mat release 5. media alert 6. fact sheet 7. media kit, or 8. pitch letter For the method chosen, discuss the specific written format, and the content and other considerations needed when creating. What are the pros and cons of choosing this method? Explain with support and examples from the text. Part 2 If you had a news release on a company, product or person you are representing, to distribute to daily newspapers in your region, what delivery method would you use? Why? Based on the information in the text, how successful do you expect this method to be? What are the pros and cons of the method chosen? How would Reference: Reber, D.L.W.G.T.C.B. H. (2015). Public Relations: Strategies and Tactics. [Purdue University Global Bookshelf]. Retrieved from https://purdueuniversityglobal.vitalsoursuper ce.com/#/books/978132349782

Key Learning Objectives (for all written activities): 1) Apply knowledge learned in specific modules to actual business phenomenon. 2) Develop/enhance business research and analysis skills. 3) Communicate marketing knowledge in a formal business style research report/insight. Instructions • For citations, please use APA style. Information on APA style can be found through various online sources. Please note that there may be various variations of the APA style so whichever one you use would be fine. However, please maintain consistency in whichever format you use. Here is an example. In-text Citation Example Transaction cost theory, originally proposed by Coase (1937) and then developed upon by Williamson (1975), examines the efficacy of performing a particular transaction internally versus externally (Geyskens, et al., 2006). In that regard, TCA evaluates the benefits and disadvantages of outsourcing vis a vis in-house development of a product (Ang and Straub, 1998; Bhali and Rivard, 2003; McNally and Griffin, 2004). This information is proprietary to Dr. Imran Khan. Scanning, copying, website posting, or reproducing and sharing in any form is strictly prohibited. 2 | P a g e Bibliography Format Example McNally, R.C., and Griffin, A. (2004). Firm and individual choice drivers in make-or-buy decisions: a diminishing role for transaction cost economics? Journal of Supply Chain Management. 40(1), 4-17. • The research paper must have a minimum of 10 references in the bibliography section. The sources that are provided in this paper can be part of the 10 references. • Page Length: 4 -7 pages, single-spaced (including any charts; excluding cover page and bibliography). The paper must be at least 4 pages in length. While there is no penalty in terms of going over the 7-page limit, it is recommended that you stay as close to that number as is possible to minimize any repetition, etc., in the write-up. • Students are not required to include charts/figures but if you do choose to use these, charts must be embedded in the main body of the paper (in relevant sections) and not in an appendix. Chart/figure numbers and titles must be used. Please make sure that the chart/figure is legible. Please cite the source for the chart at the bottom. Example Figure 1: Housing Demand in the US, 2019 Source: Zillow Group • Important – Students are required to meet the Turnitin threshold of 20% content match or less. Turnitin is already integrated in Moodle and all you need to do is click on the assignment link and it will give you the option to upload the paper and will generate a content match percentage score. If your match percentage is higher than 20%, you will have the opportunity to take down the document and re-submit it until the due date. Please note that sometimes the Turnitin system, This information is proprietary to Dr. Imran Khan. Scanning, copying, website posting, or reproducing and sharing in any form is strictly prohibited. 3 | P a g e depending on how busy their servers are, takes a bit longer (perhaps several hours) to provide the match percentage score. If the system does not generate your match percentage right away, please log out of Moodle and log back in and you should be able to see the match percentage score. A tiered penalty system will be applied for match percent higher than 20%. Please avoid excessive use of direct quotes from any of the research sources. The write-up/answers should be in your own words and excessive use of direct quotes will almost certainly raise the Turnitin content match percentage. • Each question must be labeled, {e.g. Q1 (a)}, and must be answered separately. • Students should use additional research (beyond what is provided with the assignment) to support your answers. • Unless otherwise, late submissions may not be accepted or may receive partial credit only. If an extraordinary event prevents you from submitting your paper on time, please advise both myself and the academic coaches ahead of time or at your earliest. This activity relates to material covered in Modules 1 & 2. Please leverage relevant information from the modules to help you develop answers to activity questions. This activity focuses on Casper, the mattress/bedding products company, which uses direct and indirect channels to sell its products. Relevant URLs 1. Casper Main Site 2. Casper Labs 3. Casper – Investor Relations 4. Casper First Quarter 2020 Earnings 5. Casper – Investor Presentation – June 2020 6. CNBC Article 7. Sealy – Investor Presentation – May 2020 In addition to the above URLs, you must conduct additional research to develop a deeper understanding of trends in the mattress/bedding products market. Q.1. (a) Develop a SWOT analysis for Casper. In doing so, identify and explain 3 strengths, 3 weaknesses, 3 opportunities and 3 threats which may affect the company. Your SWOT analysis should focus on the company, its products, and business model. It should not be driven solely by COVID-19 and its impact. Use research to support your answer. (25 points) This information is proprietary to Dr. Imran Khan. Scanning, copying, website posting, or reproducing and sharing in any form is strictly prohibited. 4 | P a g e Hint: Strengths and weaknesses are internal in nature. Opportunities and threats are tied to the macro environment such as social/cultural shifts, economic outlook, competition, regulation, etc. Opportunities are not the same as recommendations, i.e., Casper should enter foreign markets. Rather an opportunity is a trend, e.g., growing consumer incomes in emerging markets. Similarly, threats are also external to the company and should not be confused with weaknesses. Answer Format: Use headings and sub-headings. For instance, the main heading could be Strengths and you can use a sub-heading for each strength followed by an explanation. Or the main heading can be Strengths and you can create a bullet-point list below that. However, each bullet-point must have sufficient details/explanation and it cannot be just trengths and you can create a bullet-point list below that. However, each bullet-point must have sufficient details/explanation and it cannot be just a two or three word sentence. (b) Are any of Casper’s strengths sustainable over the next 24 months? Explain your answer. Use research to support your answer. (10 points) Answer Format: Identify the strength (s) using a heading followed by brief explanation. Q.2. (a) Identify and explain 5 evaluation criteria (and not the steps in the purchase decision-making process) a consumer is likely to use when purchasing a mattress. Use research to support your answer. (25 points) (b) How does Casper rank on each of these criteria? (Excellent, Good, Fair, Poor)? Explain your rationale. (10 points) Answer Format: For part (a), list each criterion using a heading followed by an explanation of why that criteria are likely to be important to a buyer. For part (b), you can develop a chart/matrix or use a different format. Briefly explain the rationale behind each ranking. Q.3. (a) Which of the following marketing growth strategy(ies) is the company employing currently? See Figure 1 below. Use research to support and explain your answer. (15 points) Hint: Growth strategies typically focus on expanding revenue, market share, and profitability, or a combination of these. (b) Which strategy(ies) (see Figure 1 below) makes the most sense over the next 12 – 24 months? Explain your answer and list any assumptions you made in proposing the strategy. (15 points) Hint: For part (b), one way to come up with a relevant strategy is to review the SWOT analysis to see if you can find something there that relates to Figure 1 and may be worth This information is proprietary to Dr. Imran Khan. Scanning, copying, website posting, or reproducing and sharing in any form is strictly prohibited. 5 | P a g e exploring. Another way would be to look at the customer purchase criteria which you identified. Answer Format: Each part must be answered separately. Use headings or subheadings followed by an explanation

In this first week of your course project, select an organization to study in depth over the next five weeks. Each week, your assignment will require you to evaluate this organization. You may use an organization you currently belong to, a past organization, or an organization that you identify through research. Be sure to review the types of information you will need for the project (all five weeks) before choosing your organization. You might need to create some hypothetical details to fill gaps in researched information. However, the project should use as much real information as possible. You should have your organization approved by your instructor before moving forward with the assignment. Contact your instructor early in the week to gain approval. For the Week 1 paper, complete the following tasks: • Summarize key details about your organization. What does it do? Who are its customers, clients, prospects, or constituents? For convenience in this class, we will call them customers. • Perform a SWOTT analysis, placing particular emphasis on long-term trends affecting your organization and what your competitors are doing. • Analyze the organization’s mission statement. Does it address the following core components? o Customers—who do we serve? o Product/service—what do we provide? o Market—who/where are our customers? o Core competencies—how do we provide or deliver our product/service? What gives us a competitive advantage? o Measurability—how do we know when we are successful? • Defend a new/revised mission statement. It should be a succinct statement of what the organization is, what it does, and who its customers are. Be sure to support why your revisions are an improvement to the current mission statement. Submission Details: • Submit your plan in a 3- to 4-page Microsoft Word document, using APA style. • Name your plan document SU_MBA6011_W1_LastName_FirstInitial.doc. • Submit your document to the Submissions Area by the due date assigned. You will receive feedback and suggestions from your facilitator. Note: On the basis of the suggestions and feedback from your facilitator, refine your work for the course project. If additional input is needed from your facilitator, please arrange for the consultation. ________________________________________

M4 Discussion – Dealing with an Omni-channel World The 1990s were marked by a back-office revolution in efficiency, systems and re-engineering. As we transition into the 21st century, the key revolution is the front-office interface with customers. It is no longer a simple mix of brick and mortar integration, or even “bricks and clicks” integration. Rather, with the advance of social media, mobile media, always-on communications, the Internet of Things and multi-channel markets, the new catchphrase is “Omni-channel.” Here is what I would like you to respond to for this discussion: Is Omni-channel truly different than multi-channel? Do traditional marketing approaches work in an Omni-channel world? What new capabilities do firms need to put in place to take advantage of this world? Discussion Instructions This discussion is intended to help you further explore and think critically about the information you are reading and viewing. You are expected to be an active participant in the discussion, and meet the minimum criteria of one (“main”) substantive initial posting of around 150 – 200 words. Each discussion response must be spell checked, well-written and cite references in support of arguments.

Visit Wikipedia, the free “open-content” online encyclopedia at http://en.wikipedia.org. Find an entry in Wikipedia about a topic in which you have expertise. Then edit the entry, amending or adding four to five facts. Answer the following questions: What is Wikipedia’s approach to gatekeeping? How does this affect the reliability and accuracy of the information in Wikipedia? Your submission must include screenshots of the original content edited, and screen shots of your edits. Place the screenshots in a Word document that contains a 200-300 response to the questions. Your work must reflect college-level writing skills.

Blog articles are written in an informal style with a conversational tone. Bloggers connect with readers by treating them as friends. Bloggers want to show their audience that they are interested in sharing valuable and entertaining information on an ongoing, regular basis. In your blogs, be sure to enable “comments” so that you may interact with visitors. This week, you will: Locate two other WordPress blogs on your chosen topic. Write a 150-200 word analysis of what you like and don’t like about the blogs. Consider design elements, content, blogger involvement with visitors, and widgets. Then write your first blog post. Include a graphic to go with your text and sign off from the post by including your name (i.e. “Best wishes, Johannes Doe”). Your blog post might be a “how-to” article, product/service review, or otherwise entertaining or informative. Give your readers something of value. Your blog post should be 150-400 words. To complete this assignment, submit your analyses of the two blogs you have selected and a direct link to your signed blog post for the week. You must be careful about taking images from other websites without giving credit to the site from which it came, or the permission of the owner of intellectual property. You don’t want to be guilty of plagiarism. Using stock photos and royalty-free material is wise. Here are some sites that offer free material:

There are two completely different areas I want you to post on for this assignment. You should write one paragraph of at least 8 sentences for question 1. For question 2, just rate the restaurants on the 2 product attributes. VALS Go to the VALS site and take the VALS survey. At the end of the survey, you will be told your primary and secondary VALS type. Write those down. Take the survey here – Link http://www.strategicbusinessinsights.com/vals/presurvey.shtml Then go to this page and read about your primary and secondary VALS types – Link (http://www.strategicbusinessinsights.com/vals/ustypes.shtml). Do you think the survey did a good job of putting you into a type? Do you strongly fit into your primary VALS type, your secondary VALS type, a combination of the two, or is neither a good fit for you? Explain why. If neither is a good fit for you, what VALS type do you think would be a better fit for you? 2. Perceptual Map – Rate each of the following restaurants on the 2 product attributes below. Health value of food offered (1=Junk Food, 9=Very Healthy) Convenience of getting food (1=Hard To Get, 9=Easy To Get) Restaurants McDonald’s Applebee’s Red Lobster Subway Pizza Hut Please make sure to clearly tell me the score you are giving each restaurant on each attribute. I will use the class scores to create a simple perceptual map.

write a 3 page paper on exactly what your recommendations would be for the company. Be as holistic and thoughtful in your answer as possible.

General Education Common Graded Assignment: HLTH 101 HLTH 101 is a general education course designed to promote personal responsibility, critical thinking, and lifelong learning. One of the goals of this assignment is to assess student competence for each of these objectives: I. Written and Oral Communication – develop and implement a plan appropriate for promoting personal wellness; demonstrate effective oral, written, and critical thinking skills as they relate to health behaviors contributing to a wellness lifestyle. II. Critical Analysis and Reasoning— develop and implement a plan appropriate for promoting personal wellness; interpret technical and medical language as it relates to health and wellness; determine how personal decisions influence community and environmental health; and demonstrate knowledge of current wellness information and issues. III. Information Literacy— evaluate the credibility of health information from sources. IV. Scientific and Quantitative or Logical Reasoning—develop and implement a plan appropriate for promoting personal wellness; differentiate between a holistic/preventive medicine model and a treatment model. V. Personal and Professional Ethics— Determine how personal decisions influence community and environmental health. In addition to the above general education objectives, this assignment assesses students’ understanding and application of the following skills and knowledge specific to HLTH 101. • A Wellness Lifestyle • Nutrition, Fitness, and Weight Management • Chronic, Communicable, and Degenerative Diseases • Consumer Health Purpose: To develop a plan for personal well-being utilizing the six primary dimensions of well being. The six primary dimensions of well being include; physical, emotional, intellectual, spiritual, environmental, and interpersonal wellness . Assignment Instructions: 1. Reflect on the very beginning of the semester and your initial perception/definition of well-being and its presence in your life. a) How did you define well-being for yourself at that time? b) How do you define well-being for yourself now? Be sure to include the six dimensions of wellness. c) Explain the differences between your definition at the beginning of the semester and now, as well as how you arrived at a new definition, or explain why you did not change your definition. 2. Describe in detail three habits that you have learned in your Health 101 course that can contribute positively to minimizing your risk for chronic diseases and could potentially reduce your interactions with the traditional health care system. a) Which dimension of wellness do each of these habits fit into most closely? b) What benefits in addition to minimizing chronic disease risk could you expect? 3. Based on your definition of wellness and the behaviors described in section two of your paper create a personal plan for well-being including one item for each of the six dimensions of wellness. Defend your choices by citing research illustrating the benefit of each. 4. Select an issue related to your well-being (Examples include: soda, cigarettes, alcohol, processed junk food, personal care products, just to name a few) and indicate whether or not corporations should be held accountable for products that humans use or eat that are known to contribute to chronic disease? State your position on this issue and provide information to support your position as well as ethical implications. Discuss how your research and your position on the health issue you have selected will influence your future health care decisions? Assignment Guidelines: 1. The cover page should have your student ID number, course number and section, and the date of submission on it. DO NOT put your name on the cover page. 2. Use Times New Roman font and set the font size to 12 3. Set the line spacing to double-space. 4. Set the margins at one inch and the spacing at zero. 5. Answer questions in complete sentences in paragraph form. 6. Perform a spelling and grammar check before submitting. 7. Use a minimum of six references from academic journals published within the past five years 8. Include a separate reference page at the end of the paper in APA format. 9. Use in-text citations from your sources in the body of the paper in APA style. 10. The paper length will be four to six pages. 11. Submit TWO copies of the paper in the following order: cover page, paper, and references. Grading Information: • This assignment will account for at least 10% of the total course grade. • See attached rubric for details about how your assignment will be graded Submission Guidelines: • DUE DATE: TBA • Submit your completed assignment in hard copy, or electronic format by the selected due date. • Submit TWO copies. • One copy should only include your student ID, course name, and section and should NOT contain student or faculty names; • The other copy should contain your name as well as the course name and section. This is a unique assignment in that you will complete a pre-survey (during the first two weeks of the term), a post-survey (during the last two weeks of the term) and write the paper described in this attachment. During the term you are to contemplate your health assignments throughout the term. This should help you with the final write-up. Here are the survey links. A hard copy of the survey can be found under the Units of Study link. Take the survey during the first two weeks of the term and be sure to record your numerical as well as descriptive score for later use. Take the survey during the last two weeks of the term and record your numerical and descriptive score. Please see the attached documents for my score at the beginning of class and at the end

Choose any TWO titles to complete two 1000-word essays; 1000 words (max) for each, excluding references, footnotes, graphs, tables and appendices that you may wish to add. so total 200 words (excluding references) Answers will be submitted through ‘Turn-it-in’ for similarity and plagiarism checking; plagiarism will not be tolerated and plagiarised work will not be graded. no hypothesis or thesis. But put in references (5 or 6 will be sufficient). The university prefer the Harvard system of referencing.