This class was really overwhelming for me at first because there's a lot more to marketing than I ever realized. Part of me wanted to give up, but I finally decided to meet with a tutor. They helped me to see that I knew more than I thought I did, and my session helped me to organize my thoughts so that I could start writing my assignment. By the end of the class, I was actually kind of having fun with it all!
Part of what was tricky about this class was how creative you have to be. Most of the assignments you have to really think on your feet and use your imagination, so I was getting stuck a lot at first because I kept searching for the right answer or something. As long as you're attending your lectures and asking questions, you have to just put yourself out there and develop your own approach based on what you've learned in the module. Your instructor isn't looking for you to summarize. It's about doing your own analysis and figuring out how your plan would offer value to the company.
Once you've attended your live classroom session and familiarized yourself with the concepts found in this module by reading the written lecture and available content, it's time to show what you know. This deliverable requires you to apply your understanding of marketing and organizational goals to a case study in order to:
Does this seem complex? That's okay! Your first task as part of the writing process is to organize your thoughts. At this stage, it will help to create a rough outline documenting the specific questions you must answer, what you know so far about each, and questions that you have. Refer back to your lecture notes and course readings to refresh your memory and fill in any gaps in your understanding. Once you've filled in your outline with the important details, you're ready to write a draft of your assignment. Take a close look at your grading rubric to ensure that you are being analytical in your approach to this task and including appropriate supporting detail.
In continuation of the scenario in your initial deliverable, it's time to map out the buying steps that customers follow. Hint: Did you notice that you are being asked to document the buying steps for the repair service customers? If you choose to use software other than Microsoft Word to create your map, ensure that you include it with your rationale in the same document. As you explain your map, you may need to use your personal experience as a consumer to imagine the outside influences surrounding each of the buying steps.
It's your turn to perform a situational analysis based on the scenario provided in this course. Although the scenario provides a general overview of the business, it's up to you to be creative as you think of relevant factors in all four areas. You'll explain your thinking in your discussion of your SWOT analysis grid. Consult your rubric to ensure that you are including an appropriate number of relevant factors.
Your work for this module calls upon you to consider possible target markets for the business scenario that you have been exploring for this course. As you narrow your focus on target markets and then your target customer persona, you will want to pay close attention to your live classroom session materials, and it may also be useful for you to do some optional independent reading to help you become familiar with consumer behavior. Your work will be rooted in the business scenario information that has been provided to you, but part of demonstrating your understanding of course concepts means that you will need to apply what you know creatively.
For this deliverable, you will need to propose a strategy for growth to address all four elements of the marketing mix. Though the course concepts may be new to you and the structure of the written assignment does not conform to the structure of a typical essay, thoughtful planning will help you express your ideas effectively in your written strategy. As you review the assignment prompt, you'll notice that you need to develop a growth strategy and discuss each of the four elements of the marketing mix as they relate to your overall strategy. Your understanding of the elements of the marketing mix and their application to the given scenario should support the growth strategy you are proposing. Jot down a rough outline to help gather your thoughts for each part of the deliverable prompt--seeing brief notes will help you examine your thought process before you draft the entire assignment.
Remember, your deliverables require you to apply your understanding of the concepts you are learning in your course to a particular scenario. As part of showing your assessment faculty what you know, you will need to imagine--and describe--the broader context for the scenario you've been given to the best of your ability. Tutors are available to support you as you generate and write about your ideas.
If you have already completed the Module 5 deliverable, you may recall that you began developing a promotional plan as part of your overall growth strategy. For this deliverable, you are asked to address online elements of your promotional plan. Although you won't be exploring offline elements of your promotional plan with the same level of detail, you will need to consider and comment on how both online and offline messaging would be integrated in your overall plan.
Avoid a common pitfall with the Module 7 deliverable: recognize that your work for this deliverable should explore promotional channels and media selection options to communicate to your customers, NOT distribution options for getting a product or a service to the customer. Use your live classroom sessions and course content to choose techniques and channels to build customer loyalty. Optional readings from the Rasmussen Library are listed below to help you deepen your understanding of marketing channels and customer loyalty.