Reading & Reference material for both papers
• kotler and keller marketing management 14th edition, Chapter 2 Developing and Implementing Marketing Strategies and Plans
• ?Gupta S. & Lehmann D. (2005). Customer based strategy. Managing Customers as Investments, Wharton School Publishing, 41-78. (RR)
• ??Marketing Accountability Study. (2005). (White Paper), American Marketing Association. (RR)
• ?Cooke, M., & Buckley, N. (2008). Web 2.0, social networks and the future of market research. International Journal of Market Research, 50(2), 267-292.
Paper 1) Ethics and CSR and Marketing Strategy (2pages Max)
Please watch the following multimedia clips on Honest Tea and Starbuck's initiatives on Corporate Social Responsibility (CSR) Links to both videos are below:
https://www.youtube.com/watch?t=475&v=WIRKq-AHZXU
https://bevideos.mhhe.com/business/video_library/0073529931/swf/Clip_04.html
Describe the means by which a company (other than Honest Tea) engages in CSR and how it derives strategic benefits from its efforts.
Paper 2) Personal application Marketing paper (One and a half page) Due 3rd May 2015
How would you describe the Value chain for Procter and Gamble? What do you think are Procter and Gambles core competencies?
Based on this week's readings do you feel Procter and Gamble is doing enough in terms of fulfilling its CSR? What additional initiative might you suggest to Procter and Gamble, in this regard?
The following are the characteristics of a good PA posting.
1 The posting demonstrates your understanding of the weekly course material.
2 The posting integrates that material with your prior knowledge of your organization/industry.
3 The posting goes beyond merely describing concepts and strategies in an organization; it demonstrates critical thinking and analysis of those concepts and strategies, and it brings in the research relevant to student's industry.
4 The posting offers suggestions for further enhancement of the company's strategies (required for A-level work).
5 The posting connects concepts and applications of each particular week with previously learned material. (required for A-level work).
6 The posting is clearly and grammatically written and well organized (required for A-level work).