various factors that positively and negatively affect marketing and strategy for companies

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You should now be familiar with the various factors that positively and negatively affect marketing and strategy for companies. Some of these factors work with each other and some work against each other. For example, let’s look at technology and how it has impacted newspapers. Since 2003, print readership has declined while Internet revenues increase. Since 2006 alone, print advertising revenue has declined by 45%. For 2012, print advertising losses had a ratio of about fifteen dollars lost for every digital one dollar gained (Pew Research Center’s Journalism Project, 2013). The technology of Internet advertising, though, has advantages.

Think about where you live and companies that you may access because of the Internet– would you ever have heard of them without the Internet? While technological changes have definitely hurt print newspapers, they have helped other companies to thrive; they have also enabled traditional media companies, such as CNN and MSNBC, to use the Internet as part of their marketing strategy.

Reference:

Pew Research Center’s Journalism Project. (2013). The state of the news media 2013. Retrieved from http://stateofthemedia.org/2013/newspapers-stabilizin-but-still-threatened/newspapers-by-the-numbers/

In this activity, you will examine one of the factors affecting marketing and strategy.  Why does it benefit marketing? Why does it hinder marketing?  Create a short presentation (3-5 minutes) about one factor affecting marketing and strategy.  Using the first letter of your last name, use the factor identified below:

  • A-F:  ethical
  • G-L:  global
  • M-R:  technological
  • S-Z:  dynamic

In your short presentation, include the following:

  • A definition of your factor
  • Reasons the factor benefits and/or hinders marketing and strategy
  • An example of the factor benefiting and/or hindering marketing and strategy

Assume that your audience is new to this factor and concept.  Your short presentation can take the form of a news report, a blog, website, wikispace, PowerPoint presentation (with audio), podcast, and so on.  Remember, you are in a marketing course, so be creative; think about incorporating images, graphs, and tables, when appropriate.  If you are unsure about a format, check with your instructor.

When responding to other students’ initial post, choose a different factor than the one you presented.

Things to Remember!

  • Post your presentation on the discussion board, including the title of your presentation in the subject line of your discussion thread.
  • Be sure to review your writing for grammar and spelling before posting.  Read any postings already provided by your instructor or fellow students.
  • Respond to other students by discussing similarities or differences in the factors presented.
  • Read the comments to your posts and respond to them throughout the module.

For information about writing your discussion posts, consult Discussion Tips.

Compose your work using a word processor and save it, as a Plain Text or an .rtf, to your computer. When you’re ready to make your initial posting, please click on the “Create Thread” button and copy/paste the text from your document into the message field. Be sure to check your work and correct any spelling or grammatical errors before you post it.

Use the EC Library resources to properly cite your work:

  • APA Format Tip Sheet
  • Citing Sources
  • Plagiarism & Copyright

Review the SBT Discussion Rubric located in the “Start Here-Course Information” section of the course for more information on grading criteria.

Relevance and Depth of Initial Post

Points:

0 (0%)

Initial post is off-topic, and not relevant to the discussion topic; or no post submitted.

Points:

6 (6%)

Initial post is related to the discussion topic, but focuses on only a small part of the topic.

Points:

8 (8%)

Initial post is relevant and responds completely to the discussion topic.

Points:

10 (10%)

Initial post thoroughly responds to all aspects of the discussion topic, and incorporates multiple perspectives, ideas, or concepts.

Use of Course Material in Initial Post

Points:

0 (0%)

Initial post makes no mention to the course materials (readings, videos, module notes, etc), related literature, or personal experiences; or no post is submitted.

Points:

9 (9%)

Initial post refers to personal experiences, but fails to relate those experiences to the course materials (readings, videos, module notes, etc) or related literature. When references to course materials are made, there are errors and misunderstanding of major concepts.

Points:

12 (12%)

Initial post identifies and references course materials (readings, videos, module notes, etc.) and related literature. References to course material show a good understanding of key ideas and concepts.

Points:

15 (15%)

Initial post references course materials (readings, videos, module notes, etc), and related literature. Post elaborates on course materials by making connections between key ideas and concepts.

Critical Analysis in Initial Post

Points:

0 (0%)

Claims within the post are based on personal opinion and lack sufficient evidence; or no post is submitted.

Points:

9 (9%)

Claims are based solely on personal experience or references to course materials; claims are sometimes inaccurate.

Points:

12 (12%)

Evidence is provided to support claims, but lacks critical thought and depth.

Points:

15 (15%)

Substantial evidence and critical thought are provided to justify the claims made within post.

Timeliness of Initial Post

 
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