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MKMC: Weekly Readings MKMC 329

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Week One

Required Reading and Research

  1. Video: History of Marketing, in Week 1 Assignments folder
  2. Video:  What is marketing?  ( Libguide)
  3. Video Marketing to Global Consumer, in Films on Demand (Libguide).
  4. Paley, N. (2007) The Marketing strategy desktop guide.  Ch. 1 and 2, pp. 1-45. (Libguide)
  5. White, M. D. (2010, Nov 15). Four Ps of global businessThe Wall Street Journal Asia, p. 14. (Libguide)
  6. Ebben, J.  Developing Effective Mission and Vision Statements
  7. Information Quick MBA:
    http://www.quickmba.com/strategy/vision/
    http://www.quickmba.com/strategy/strategic-planning/
  8. Review mission statements of top firms at http://www.missionstatements.com/fortune_500_mission_statements.html and vision statements at http://www.brighthub.com/office/entrepreneurs/articles/98189.aspx

Additional Reading and Research

  1. Janusz, T. (2009). Marketing on Social Networks: Twitter, MySpace, and Facebook Demystified. Key Words 17(4), 124-125. (Libguide)

Week Two

Required Reading and Research

  1. Video “4 Ps of Marketing” in Week 2 Assignment folder.
  2. VideoMerchants of Cool” in  (Libguide)
  3. 4 Ps and Marketing Mix
  4. Read Ch. 8 in Kotler and Keller’s 2012 Marketing Management the 14th Ed. and
    Kotler and Keller Chapter 8 PowerPoint found in the Week 2 Assignments folder.
  5. Paley, N. (2007) The Marketing strategy desktop guide.  Chapters 3 and 7  (Libguide)
  6. How to Write a Values Statement” from Erica Olsen 

Additional Reading and Research

  1. The Application of marketing principles to a social marketing campaign, by Henley, Nadine. (2011). Marketing Intelligence & Planning, Vol. 29, Issue 7, pp 697-706..(LibGuide)
  2.  Rethinking and re-tooling the social marketing mix, by Gordon, Ross. (2012). Australasian Marketing Journal, Vol. 20, Issue 2, pp 122-126. (LibGuide)

Week Three

Reading and Research

  1. Videos on the 4 Ps:  (Libguide)
    The Four P's: Marketing Strategies
    Marketing Principles/Entrepreneurship
  2. Kotler and Keller Ch.5 PowerPoint found in the Week 3 Assignments folder.
  3. Read Ch. 5,  p. 122-150 and Ch. 13, pp. 354-382 as well as review Chapter 2,  p. 32-66 in Kotler & Keller’s 2012 Marketing Management the 14th Ed
  4. Paley, N. (2007) The Marketing strategy desktop guide.  Ch. 5 - 6,. (Libguide)
  5. Kunz, M. B., & Hackworth, B. A. (2011). Are consumers following retailers to social networks? Academy Of Marketing Studies Journal, 15(2), 1-22. (Libguide)
  6. Taylor, D. Friends, Fans, and Followers: Do Ads Work on Social Networks? (2011). Journal of Advertising Research, 51(1), 258-275. (Libguide)
  7. Zeisser, M. (2010). Unlocking the elusive potential of social networks. Mckinsey Quarterly, (3), 28-30. (Libguide)
  8. Kaplan, R. S. (2012). When to Drop an Unprofitable Customer. Harvard Business Review, 90(4), 137-141. (Libguide)

Additional Reading and Research

  1. Wind, J. Y. (2009). Rethinking marketing: Peter Drucker’s challenge. Academy of Marketing Science Journal, 37(1), 28-34. doi:10.1007/s11747-008-0106-0 (Libguide)

Week Four

Required Reading and Research

  1. Video “Social media” video in Week 4 Assignment folder or #Socialnomics 2014 
  2. Video Youtube Marketing – Top Tips and Tricks (Libguide)
  3. Paley, N. (2007) The Marketing strategy desktop guide. Chapters 4 and 7  (Libguide)
  4. Jenner, S., MacNab, B., Briley, D., Brislin, R., & Worthley, R. (2008). Cultural Change and Marketing. Journal of Global Marketing, 21(2), 161-172. doi:10.1080/08911760802135582 (Libguide)
  5. Linton, A., Liou, C., & Shaw, K. (2004). A taste of trade justice: marketing global social responsibility via Fair Trade coffee. Globalizations, 1(2), 223-246. doi:10.1080/1474773042000308587 (Libguide)
  6. Smith, Dave. (2011). 5 Tips for Writing an Effective Slogan. Business Insider.  

Week Five

Required Reading and Research

  1. Video 4 Principles of Marketing Strategy (Libguide)
  2. Kotler and Keller Ch. 11-12 PowerPoint in the Week 5 Assignments folder
  3. Read Ch.11-12, pp. 298-354 Kotler & Keller’s 2012 Marketing Management 14th Ed.
  4. Paley, N. (2007). The Marketing strategy desktop guide.  Ch. 8 & 11  (Libguide)

Week Six

Required Reading and Research

  1. Kotler and Keller Ch. 15 &17  PowerPoints in the Week 5 Assignments folder
  2. Read 15 (pp. 414-445) and 17 (pp. 474-502) in Kotler and Keller’s 2012 Marketing Management 14th Ed.
  3. Paley, N.  (2007) The Marketing strategy desktop guide. Ch. 10 (Libguide)
  4. Kotler, P., & Westman, J. C. (2006). What CEOs need to know and do about marketing? Leader to Leader, 2006(42), 20-28. (Libguide)

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