Required Resources

Text Chapters

White, S. (2012). Principles of marketing [Electronic version]. Retrieved from https://ashford.content.edu

Chapter 9: Managing the Marketing Effort

In this chapter, we will learn how to manage the marketing effort by using different tools and frameworks. We also see how a marketing plan can finally be outlined. Key concepts:

In the featured case study, we will learn how different elements of a marketing plan are put together to create an actual marketing plan for “Cats & Cameos.” This is a hypothetical startup company, based on a real situation, that markets paired designer accessories for cats and their owners.

Chapter 10: Responsible Marketing

In this chapter, we will learn how to manage the marketing effort by using different tools and frameworks and see how to outline a marketing plan. Key concepts:

In the featured case study, Power2Give is discussed. This is an online marketplace that brings together donors and receivers who want to fund and contribute to cultural and art projects. It is an example of how an entrepreneur can simultaneously aid the public, the fundraising profession and their own interests.

Multimedia

Forbes video interactive: A look inside the (RED) cause marketing brand and business model.

Recommended Resources

Deepen your understanding of this module’s concepts by exploring the following:

Is marketing to vulnerable segments like the poor and the infirm morally impermissible? A counter-argument.

Palmer, D., & Hedberg, T. (2013, August).The ethics of marketing to vulnerablepopulations. Journal of Business Ethics,116(2), 403-413

DISCUSSION 1

 Green Marketing or Greenwashing?

As a means of demonstrating their social responsibility, many companies engage in cause or green marketing efforts; however, such efforts can backfire. In recent years, the terms greenwashingand cause washing have emerged to refer to marketing efforts that capitalize on the goodwill associated with environmental or charitable causes but reflect minimal commitment.

What to Do (and How to Do It)…In this interactivity, you’ll read about Patagonia’s “Don’t Buy This Jacket” campaign and the cause washing phenomena. Then you’re going to decide if you judge this to be green marketing or greenwashing and how it impacts your likelihood to purchase.

Art or Science?

Art or Science?

Let’s be honest, the “art” side of marketing gets most of the press. Everybody likes to talk about that cool new ad they recently saw; however, this is not true when it comes to big data and the advanced analytics being used to evaluate marketing effectiveness and drive marketing planning. In other words, nobody is writing TV shows about a couple of quirky marketing data scientists.

So in this interactivity, we’re going to give marketing analytics its fifteen minutes of fame. Then, we want your take on whether marketing is more art or science and which side appeals more to you.

What to Do (and How to Do It)…

I Need Help! I Can Help!Do you have questions about marketing analytics or this assignment? Please post to our Week Five Help Forum so others can benefit!

Marketing Analytics CEO Cheat Sheet

Access Forbes article

The Forbes’ Quotable Marketer

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