Part 1 – Creating Offerings

Part 1 – Creating Offerings

Learning Outcomes

  1. Offering.  Student can describe an offering based on features, benefits, price, and costs of ownership
  2. Type of consumer offerings.  Student can suggest marketing strategy implications based on the type of consumer offering under examination.
  3. Product line extensions or new product development. Student can suggest possible product line extensions or related product or service offerings based on the student’s chosen product or service offering.
  4. Product lifecycle. Student can suggest potential marketing strategies based on the product or service’s lifecycle stage.


  • Your job in this Writing Assignment is to develop marketing mix strategies to ensure a value offering for the target market you identified in the previous assignment. We begin with the value offering this week.
  • We don’t expect you to develop strategies based on a total knowledge of the product or service since you are not, or most likely not, employed by your product or service’s company.  We will be looking to see if you can apply the marketing concepts to the real world situation.
  • Again, do not fall into the trap of reporting on the product or service.  This is obvious because your assignment will look like a rewrite of the company’s website.  Don’t be afraid to make strategy recommendations based on what you have discovered about the product or service, and how you think it can move forward.  Be creative, be reasoned, take risks.
  • Remember your product’s target market(s) from the previous paper.  Always keep them in mind when making your recommendations.  You now work for the company, and your goal it to help them grow sales.
  • Prepare your assignment beginning with a title page with your name and the name of your product or service.  Then answer each of the following eight questions (four in part 1 and four in part 2) in order and number the beginning of your response to each question.  You do not need to repeat the question.  The paper should contain a minimum of 5+ pages of analysis for the responses to the eight questions.
  1. Offering.  Describe your product or service offering as it is currently in terms of features and benefits, price and the total cost of ownership as discussed in the week’s readings.  Is it more product dominant or service dominant?  What are the tangible and intangible aspects?
  2. Type of consumer offering.  Based on the four categories of type of offerings discussed in course content,  describe the category in which your product or service offering belongs.  Based on your new target market, would that category of the offering change and if so, how?  How would it change the marketing strategy?
  3. Product line extensions or new product development.  Should the current product or service be modified to more fully meet the needs of your new target market?  Would the changes constitute a new product line, a product line extension or a new product?  If no product changes are needed, how does the same product or service meet the need of your target market differently than current customers?  Would the product line extension or new product allow the offering to occupy uncontested space in the perceptual map for the target market as covered in thr previous paper?
  4. Product lifecycle.  In which stage of the product lifecycle is your product or service offering now? Would the changes described in number 3 above change the lifecycle stage and if so how?  What would this mean to the lifecycle marketing strategy?

Part 2 – Using Marketing Channels and Price to Create Value for Customers

Learning Outcomes

  1. Marketing Channels.  Student can outline a multi-channel distribution system
  2. Marketing channel strategy.  Student can recommend a marketing channel strategy for a product or service offering that assures the correct amount of intensity.
  3. Value chain.  Student can discuss how each channel in the product or service offering adds value to the customer.
  4. Pricing strategy.  Student can analyze a current pricing strategy and make recommendations for modifications.


  • This part of the assignment assesses your ability to relate marketing mix concepts of distribution and pricing to your product or service offering.  You will also have a chance to recommend new distribution and pricing strategies based on your new target market to meet their needs.
  • Answer each of the following four questions, in order, numbering each of your responses.  There is no need to repeat the question; however, headings should separate the sections.
    1. Marketing channels.  To the best of your ability, outline the marketing channels of your product or service offering as they currently exist.  Refer to Figure 6.2 for some ideas.  Most product and service offerings will have more than one channel, so your system should include at least two; for example (1)  a direct channel for internet sales:  manufacturer –> customer; and  (2) an indirect channel such as manufacturer –> distributor –> wholesaler –> retailer –> customer. If your product or service only has only a direct channel, explain why.  Would this channel strategy change as a result of your new target market?  Why or why not?
    2. Marketing channel strategy.  Why type of distribution intensity strategy does your product or service currently use?  How do you know this?  Would this distribution intensity strategy change for your new target market? Why or why not?
    3. Value chain.  Referring back to your marketing channel diagram, discuss what each member of the value chain does to bring value to the consumer.
    4. Pricing strategy.  Referring to the various pricing strategies outlined in the week’s readings, which one does your product or service currently use?  Would you recommend any changes for your new target market?  If so, how would you change it and why?

General Submission Requirements

  • Prepare as a word processed document (such as Microsoft Word). Use a simple 12-point font such as Times New Roman. Use black ink for majority of your work and only use colors if it enhances your ability to communicate your thoughts.
    • Your assignment should be the equivalent of approximately five pages of double-spaced text (although more are acceptable), approximately 1/2 page for each of the eight questions (four in Part 1 and four in Part 2).  You may attach exhibits that will not be counted towards the page count of double-spaced text. The cover page and References page are not part of the written analysis.
    • Be sure your name, writing assignment number, and the name of your product or service are on the cover page of your writing assignment.
    • Include a References page, which includes references that explain the concept and references to the actual product.
    • You should use a minimum of six (6) references, four (4) of them dated 2015 to the present.
    • You should use APA style for a paper which includes formatting for page numbers, page margins, etc. More information about using a style guide can be found in the UMUC’s virtual library accessible from your LEO classroom

Team Marketing Plan – 


Choose a brand (Ring Video Doorbell 2) from the list below to research and develop a marketing plan. You should be able to find information from business media, such as The Wall Street Journal, Business Week, Fortune, Advertising Age, or Forbes. Start with the recommended publications above. Other information may be obtained from the company’s website, and from the business section of daily newspapers. You may also look for the product in stores or visit the business for additional information. This is particularly helpful for understanding the competition, the pricing, and distribution strategies. Use multiple sources because some may be biased (for example, the company website probably avoids any negative information about the brand).

I expect a minimum of 3 current articles (2017 – present), not including the company website, as background for your paper. If you are not sure about the meaning of the terms in the outline below, consult your textbook to make sure you understand what you are saying about the brand. Although many students start their searches with Wikipedia for background information, Wikipedia is NEVER appropriate as a citation in college level work.

The major part of the assignment will focus on what the company is or has been doing. Part four concludes with your recommendations to change something about the way the product should be marketed. The actual paper should be written in paragraphs, ie, not simply an outline with bullets. Go to if you need writing help, especially for an explanation of how to cite your sources using APA format.

I. Situation Analysis

a.Internal Environment

i. What is the company’s mission and overall business objectives?

ii. What resources does the company have that make them unique?

iii. How is the marketing function organized (centralized? By brand or category? By market?)

b. External Environment

i. What is the overall domestic and global market for the product? What is the approximate market share?

ii. Who are the competitors? What are their marketing strategies?

iii. How does the economic environment affect demand for the product?

iv. What is happening in the social and cultural environment that affects the product?

v. What is happening in the legal and regulatory environment?

vi. How does the technological environment affect the business?

marketing plan   

This is a 2000 words final marketing plan


Develop a Marketing Plan for a cultural, arts or heritage organisation* of your choice.

This plan should be structured as follows:

a) Market and Organisational Analysis (20%)

b) Marketing Mix INCLUDE Implementation & Scheduling (70%)

c) Costings & Control (10%)

Attached 5 documents (Please read them):

assignment brief word

assignment brief ppt (detailed requirement)

3 in-class lecture ppt (week1 – week 3)

Human Resource Policy Project: Research Paper Instructions

In a research paper, provide researched rationale for the nature and substance of your 4 selected, distinct policies. This paper is to be reflective of an academic research paper. The research paper must address the reasoning and/or rationale for the inclusion of the selected policy elements in a policy manual.

The selected policies must correctly address employment legislation pertinent to the stated size of the company (15–25 employees). In elaborating on the rationale, you may want to consider the following questions: Why should these elements be in a policy manual? What laws or principles mandate an organization follow these guidelines? What cases have established precedent for this issue to be addressed clearly in an organization’s employee policy manual?

Support your rationale with (at minimum) the 10 scholarly sources used in your annotated bibliography in addition to the textbook and the Bible. Remember, government websites and previous/current court cases are useful but will not be included in the scholarly reference requirement.

The paper must be at least 1,750 words, in addition to the cover page, the abstract, and the references page. It must be written in current APA format. Papers submitted with less than the minimum word count will not receive full credit in this area of the grading rubric.

Following are some examples of HR policy topics. These are only examples. You may identify/select other topics that would be relevant and appropriate for a general employee policy manual/handbook.

· Dress Code

· Technology Use

· Code of Conduct

· Confidentiality

· Harassment

· Benefits (This can be more specific to areas such as paid time off, health care benefits, and so forth.)

· Training Opportunities/Expectations

Researched Artist Paper & Project

(4 pages Total)

Students will Present about the artist and artwork.

Part 1: Students will select an artist, and after approval, write a paper, MLA formatted with works cited page with at least 3 academic sources (no Wikipedia, etc). Students should include brief biographical information, influences, and the style or movement in which this artist exists/existed. (1-2 pages)

Part 2:

This next section needs to include a description, with analysis, interpretation, and an evaluation of oneartwork (not something we have discussed in class or that you have previously written about), produced by the same artist you have chosen. Using

the vocabulary of art, and based on that research, focus on how that artist used the

elements and principles of art to create meaning for you in that selected work. (2-3 pages)

Website Critique Project 5

The paper should include:

  • A review of how the website addresses the topics outlined in the Website Critique assignment link;
  • Your opinion of how well the website handles the topic areas; and
  • Insight on how the website could be improved in the topic areas.

Feel free to include screen shots to  illustrate your ideas where relevant, and be sure to include a link to  your site. Your responses should be written in a narrative style rather  than in a numbered list.


Web Store Analysis and Site Map

After  listening to this week’s lecture, continue critiquing the B2C e-retail  web store that you chose last week.  In a paper, using APA format,  address the topics for week 5 listed below.  Remember to save all of  your work as each week builds on the previous week’s work to establish a  complete understanding on the web store critique process.  Utilize the  PowerPoint lecture to assist you with the topics.

The paper should include:

  • a review of how the web store addresses the topics outlined;
  • your opinion of how well the web store handles the topic areas; and
  • insight on how the web store could be improved in the topic areas.
  • Break down pages into nodes.
  • Which organizational structure did they employ?
  • What other organizational structure would have worked with this content?
  • Which organizational structure would you have chosen?


Website Critique Project 6 On Physiqapparel.Com

After  listening to this week’s lecture, continue critiquing the B2C e-retail  web store that you chose last week.  In a paper, using APA format,  address the topics for week 5 listed below.  Remember to save all of  your work as each week builds on the previous week’s work to establish a  complete understanding on the web store critique process.  Utilize the  PowerPoint lecture to assist you with the topics.


Week 6-Layout-svLinks to an external site.

The paper should include:

  • a review of how the web store addresses the topics outlined;
  • your opinion of how well the web store handles the topic areas; and
  • insight on how the web store could be improved in the topic areas.

1.  Compare the visual presentation of the site on a computer to a smart  phone. Is the layout the same? Draw a rough sketch of each and indicate  the area of the page design that is visible without scrolling. (slide 2 & 3)

2. Is the site a rigid design or fluid design? (slide 3-6)

3. Sketch a product webpage,  mark the areas of the page that are content which furthers the purpose  of that webpage. How can the page design me simplified improve the  percentage of content on the webpage. (slide 6 & 7)

4.  Now we will focus on navigational design. Sketch the home page, a  category page, and a product page. Indicate all navigational elements.   Evaluate the design for simplicity, does the design detract from the focus on content purpose? Is the design consistent? Can the customer easily recognize were they are on the site? (slide 10-15)

5. Sketch  each element of the shopping cart through billing. Does the customer  have enough information on each page to make a decision? (for example: Do you feel you know complete costs before you are required to give personal information?) Are you able to navigate easily forward and backward through the cart? Is customer service readily available? (slide 16)

Feel free to include screen shots to illustrate your ideas where  relevant, and be sure to include a link to your site. Your responses  should be written in a narrative style rather than in a numbered list.