{"id":1901,"date":"2021-09-27T00:01:00","date_gmt":"2021-09-27T04:01:00","guid":{"rendered":"https:\/\/openlab.bmcc.cuny.edu\/mar-100-1900-intro-to-marketing-professor-buckler-fall-2021\/?page_id=1901"},"modified":"2021-09-29T15:35:40","modified_gmt":"2021-09-29T19:35:40","slug":"unit-3-course-materials","status":"publish","type":"page","link":"https:\/\/openlab.bmcc.cuny.edu\/mar-100-1900-intro-to-marketing-professor-buckler-fall-2021\/course-materials\/unit-3-course-materials\/","title":{"rendered":"Unit 3 Course Materials"},"content":{"rendered":"<p><\/p>\n<p><span style=\"font-weight: 400\">We&#8217;ve made it to <\/span><strong>Unit 3: The Marketing Environment<\/strong><span style=\"font-weight: 400\"> this week, where we will learn about how an organization must adapt its marketing plan to the elements in the external environment. Think of the things organizations have had to alter about their operations and how they market their products and services to adjust to the COVID-19 pandemic!\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">External forces, or circumstances outside of an organization\u2019s control continually mold and reshape the target market which consumes products and services. Because of these changes, marketers have to be quick-thinking and strategic to not lose market share, and must always be able to showcase an organization in the best light. We\u2019ll learn about and discuss the marketing environment for this week\u2019s assignment.<\/span><\/p>\n<p> <\/p>\n<p><strong>By the end of this unit, you should be able to:<\/strong><\/p>\n\n\n<ul class=\"wp-block-list\"><li>Evaluate how marketing strategies align with\u00a0corporate strategies<\/li><li>Explain the inputs and components of a marketing strategy<\/li><li>Show how common analytic tools are used to inform the organization\u2019s strategy<\/li><li>Give examples of corporate strategies<\/li><li>Explain how the development and maintenance of customer relationships are an essential part of an organization\u2019s marketing strategy<\/li><\/ul>\n\n\n\n<p><strong>In order to successfully complete this unit, you\u2019ll need to do the following:<\/strong><\/p>\n\n\n\n<p>1. Read this Open Educational Resource (free to access): <span style=\"text-decoration: underline\"><strong><a href=\"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/part\/module-marketing-strategy\/\" target=\"_blank\" rel=\"noreferrer noopener\">Module 4: Marketing Strategy<\/a><\/strong><\/span><sup>1<\/sup><br><em>Please note: you do not need to complete the activities listed in this resource.<\/em><\/p>\n\n\n\n<p>2. Watch <a href=\"https:\/\/www.youtube.com\/watch?v=mR9eICQJLXA\" target=\"_blank\" rel=\"noreferrer noopener\">this<\/a> explanation of SWOT analyses from 365 Careers (also embedded below). Here&#8217;s an example of a SWOT analysis for a brand we reference frequently in class: Starbucks.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Starbucks SWOT Analysis\" width=\"625\" height=\"352\" src=\"https:\/\/www.youtube.com\/embed\/mR9eICQJLXA?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p>3. Complete our\u00a0<strong>Unit 3 Assignment<\/strong>. You can find more details\u00a0<a rel=\"noreferrer noopener\" href=\"https:\/\/openlab.bmcc.cuny.edu\/mar-100-1900-intro-to-marketing-professor-buckler-fall-2021\/assignments\/unit-3-assignment\/\" target=\"_blank\"><strong>here<\/strong><\/a>.<\/p>\n\n\n\n<hr class=\"wp-block-separator\" \/>\n\n\n\n<p>As always, if you need more information, you can&nbsp;<a rel=\"noreferrer noopener\" href=\"https:\/\/openlab.bmcc.cuny.edu\/groups\/mar-100-1900-intro-to-marketing-professor-buckler-fall-2021\/forum\/topic\/ask-a-question\" target=\"_blank\"><strong>ask me a question<\/strong><\/a>. For information on due dates, check our&nbsp;<a href=\"https:\/\/openlab.bmcc.cuny.edu\/mar-100-1900-intro-to-marketing-professor-buckler-fall-2021\/course-materials\/\"><strong>Course Schedule<\/strong><\/a>.<\/p>\n\n\n\n<hr class=\"wp-block-separator\" \/>\n\n\n\n<p>Sources:<\/p>\n\n\n\n<p><sup>1<\/sup>CC LICENSED CONTENT, ORIGINAL<br>Why It Matters: Marketing Strategy.\u00a0<strong>Provided by<\/strong>: Lumen Learning.\u00a0<strong>License<\/strong>:\u00a0<em><a rel=\"noreferrer noopener\" target=\"_blank\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\/\">CC BY: Attribution<\/a><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>We&#8217;ve made it to Unit 3: The Marketing Environment this week, where we will learn about how an organization must adapt its marketing plan to the elements in the external environment. Think of the things organizations have had to alter about their operations and how they market their products and services to adjust to the [&hellip;]<\/p>\n","protected":false},"author":1403,"featured_media":0,"parent":101,"menu_order":3,"comment_status":"closed","ping_status":"closed","template":"","meta":{"portfolio_post_id":0,"portfolio_citation":"","portfolio_annotation":"","openlab_post_visibility":"","footnotes":""},"class_list":["post-1901","page","type-page","status-publish","hentry"],"_links":{"self":[{"href":"https:\/\/openlab.bmcc.cuny.edu\/mar-100-1900-intro-to-marketing-professor-buckler-fall-2021\/wp-json\/wp\/v2\/pages\/1901","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/openlab.bmcc.cuny.edu\/mar-100-1900-intro-to-marketing-professor-buckler-fall-2021\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/openlab.bmcc.cuny.edu\/mar-100-1900-intro-to-marketing-professor-buckler-fall-2021\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/openlab.bmcc.cuny.edu\/mar-100-1900-intro-to-marketing-professor-buckler-fall-2021\/wp-json\/wp\/v2\/users\/1403"}],"replies":[{"embeddable":true,"href":"https:\/\/openlab.bmcc.cuny.edu\/mar-100-1900-intro-to-marketing-professor-buckler-fall-2021\/wp-json\/wp\/v2\/comments?post=1901"}],"version-history":[{"count":3,"href":"https:\/\/openlab.bmcc.cuny.edu\/mar-100-1900-intro-to-marketing-professor-buckler-fall-2021\/wp-json\/wp\/v2\/pages\/1901\/revisions"}],"predecessor-version":[{"id":2172,"href":"https:\/\/openlab.bmcc.cuny.edu\/mar-100-1900-intro-to-marketing-professor-buckler-fall-2021\/wp-json\/wp\/v2\/pages\/1901\/revisions\/2172"}],"up":[{"embeddable":true,"href":"https:\/\/openlab.bmcc.cuny.edu\/mar-100-1900-intro-to-marketing-professor-buckler-fall-2021\/wp-json\/wp\/v2\/pages\/101"}],"wp:attachment":[{"href":"https:\/\/openlab.bmcc.cuny.edu\/mar-100-1900-intro-to-marketing-professor-buckler-fall-2021\/wp-json\/wp\/v2\/media?parent=1901"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}