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MKMC: Weekly Readings MKMC 446

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Week One

Required Reading and Research:

  1. Read Chapter 17 in the Kotler and Keller Marketing Management textbook.
  2. View Chapter 17 PowerPoint found in the Week 1 Assignments folder
  3. How to Target Smarter, pp. 58-60, by Cohen, Eric.  (Libguide, Journal Articles)
  4. View Video: Marketing a Car: A Business Marketing Case Study.  (Libguide)

Additional Reading and Research:

  1. Traditional Media Still Reach C-level,  Kate Maddox  (Libguide, Journal Articles)
  2. Links - Use each of the links below to learn more about marketing in relation to advertising,
    1. 20 Marketing Tips Every Entrepreneur Should Know
    2. What is Social Marketing?
    3. Use one or both of these links to learn about social networking:
       What is Social Networking? 
      Top 15 Most Popular Social Networking Sites /November 2014

Week Two

Required Reading and Research:

  1. Read Chapters 9 & 10 in the Kotler and Keller textbook.
  2. View the PowerPoints for Chapters 9 & 10 in the Week 2 Assignments folder.
  3. View the Video: The Power of Brands: Secrets of Branding (LibGuide)

Additional Reading and Research:

  1. Links: View the following sites about company branding tips and strategies:

      Guerilla marketing:​

Week Three

Required Reading and Research

  1. Read Chapters 18 & 19 in Kotler and Keller’s Marketing Management textbook.
  2. View the Chapters 18 & 19 PowerPoinst in the Week 3 Assignments folder.
  3.  Agresta, S., Bough, B. B., & Miletsky, J. I. (2010). Perspectives on Social Media Marketing. Boston, MA, USA: Course Technology / Cengage Learning. Ch. 14-21, pp. 46-73. (Libguide Journal Articles) 
  4.  Beyond Effective Frequency: Evaluating Media Schedules Using Frequency Value Planning, by Cannon, H. Leckenby, J.D. Abernethy, A...(Libguide Journal Articles).. 

Additional Reading and Research:

  1. Castronovo, C., & Huang, L. (2012). Social media in an alternative marketing communication model. Journal of Marketing Development and Competitiveness, 6(1), 117-134. (Libguide)
  2. Video 7 Key Sales SkillsFilms On Demand. Films Media Group, 2007.  (Libguide-Films on Demand).

Week Four

Required Reading and Research:

  1. Read Ch. 15 in Kotler and Keller’s Marketing Management textbook.
  2. View the 15 PowerPoint in the Week 4 Assignments folder
  3. A Textbook Fulfillment Case, by Gentry, Connie Robbins.(Libguide item and in the Week 4 Assignments folder).
  4. View Video Modern Marvels: Supermarket.(LibGuide)

Week Five

Required Reading and Research:

  1. View Video The Selling Game: A New Era in Advertising (LIbGuide).
  2. View Video Social Media for Business Marketing (LIbGuide).
  3. Read Chapter 1 in Berman, M. (2012). Copywriter's Toolkit : The Complete Guide to Strategic Advertising Copy. Somerset, NJ, USA: John Wiley & Sons. 
  4. Read Advertising and Marketing Law on the Small Business Administration’s (SBA) site.
  5. Read The famous five: Social media and the lawNew Statesman, 2011, v. 140(5038), p. 12. (Libguide)
  6. Review Chapters 18 and 19 in Kotler and Keller’s Marketing Management 14th Ed.

Week Six

Required Reading and Research: 

  1. Read Chapters 2 & 7 in Berman, M. (2012). Copywriter's Toolkit : The Complete Guide to Strategic Advertising Copy. Somerset, NJ, USA: John Wiley & Sons. 
  2. Video The Men Who Made Us Spend: Part  2. Films on Demand. Films Media Group, 2014. Web. 50 min  (Libguide)
  3. Video The Men Who Made Us Spend: Part  3. Films on Demand. Films Media Group, 2014. Web. 50 min  (Libguide)
  4. View Video Volkswagen’s Snowplow (Libguide)

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