BUSI 745 Marketing for Competitive Advantage

This course will examine the development of marketing strategy from the perspective of shifting demand patterns due to changes in consumer behavior, market segmentation, persona development, and the economic environment. Marketing strategy will be developed and examined through the lens of a Christian Worldview.

For information regarding prerequisites for this course, please refer to the Academic Course Catalog.

In order to market successfully and efficiently, a marketer must thoroughly understand and properly apply the principles of managing a marketing strategy. The student will explore the changing consumer market and expectations from their target market. 

Textbook readings and lecture presentations

No details available.

Course Requirements Checklist

After reading the Course Syllabus and Student Expectations, the student will complete the related checklist found in the Course Overview.

Discussions (6)

Discussions are collaborative learning experiences. Therefore, the student is required to complete 6 distinct discussions. Each thread must be a minimum of 750 words each with 2 replies of 250 words each. All discussions must contain references that adhere to current APA format.

Each student must choose an existing consumer product/service to analyze for the Disruptive Marketing Plan. The student will submit a proposal of 750–1000 words in regards to his/her idea using the provided template. Three references are required, including one Journal of Marketing reference.

Bible and the World of Marketing Assignment

The student will search the Bible for at least 3 verses that would guide people in the understanding of marketing, its principles, nature, structures, behaviors, etc. and write a 2,500-word paper. The paper must include 3 sections:

• First section: State and discuss the Bible verses that can be applied to marketing. Please make sure to review and analyze the context of the verses you selected in order to gain correct of understanding of the message contained therein. 
• Second section: Discuss marketing principles found within your Bible verses.
• Third section: Discuss the importance of understanding and applying the truth of the Bible in leading businesses.

The student must include 3 scholarly sources, in addition to the Bible and the textbook. The paper must be in current APA Professional format

Marketing Paper: Brand Loyalty Assignment

The student will write 1000 words minimum on brand loyalty. Along with the Reichheld article included in the Learn section of the assigned Module: Week, the student is expected to research and find 2 other Reichheld sources plus 2 marketing journal articles by any authors to support his/her write-up on the importance of loyalty. The student must integrate a scriptural reference and include how it connects to brand loyalty and being a Christian. The paper must adhere to current APA format.

Based on the Disruptive Marketing Plan: Brand Proposal Paper Assignment approval, the student will complete a 4,500–6,500 word paper on his/her ‘disruptive’ innovative new idea for this brand using the template provided. Ten authored references are required. Websites may be used as well, but they do not count towards the ten authored sources. Included in the 10 sources must be 5 (not previously used or assigned in this course) peer-reviewed Marketing journal references that are NEW to this paper. The student may use assigned readings as well, but they do not count towards the new 10 academic sources.