Marketing Strategy and Business Framework

The assignment requires students to discuss the role of marketing in business strategy, analyzing how a company successfully integrates its marketing strategy into their overall business strategy or conversely, how some companies' marketing strategies don't fit well with their business strategies. Additionally, students are asked to develop a SWOT analysis for UMUC and suggest additional strategies based on their analysis. The assignment also requires students to describe how a company engages in Corporate Social Responsibility (CSR) and derives strategic benefits from its efforts.

MT1: Role of Marketing in Business Strategy
Discussion Topic
Discuss how marketing strategy fits within the larger framework of business strategy.
Provide an example of a company (from any industry) that successfully integrates its
marketing strategy into their overall business strategy.
Or, give an example of a company whose marketing strategy doesn’t fit well with its
business strategy. First describe its business strategy and then its marketing strategy
and explain why you believe they are or are not well integrated.
Please use the language and concepts covered in this week's readings covering
business and marketing strategies.
MT2: Marketing Plans and Marketing Analytical Tools
Discussion Topic
One of the most popular tools in any marketing plan is a SWOT analysis. Marketing
Teacher.com has many interesting examples of SWOTs. Please study them carefully:
they should provide some insights into the nature of a SWOT analysis. After that,
develop a SWOT analysis for UMUC.
How did the various SWOT elements get reflected in the UMUC Strategic Plan for 2015-
2018?
Would you suggest any other additional strategies for UMUC based on your SWOT
analysis?
MT3: Multimedia – Ethics and CSR and Marketing Strategy
Discussion Topic
Describe the means by which a company (other than Honest Tea) engages in CSR and how it
derives strategic benefits from its efforts.
Required Readings
1. Strategic Planning
2. SWOT Analysis. (2009). In Encyclopedia of Management (6th ed., pp. 915-918). Detroit: Gale.
3. Senn, C., Thoma, A., & Yip, G. S. (2013). Customer-centric leadership: How to manage strategic
customers as assets in B2B markets. California Management Review, 55(3), 27-
59. doi:10.1525/cmr.2013.55.3.27
4. Berman, B. (2016). Referral marketing: Harnessing the power of your customers. Business Horizons,
59(1), 19-28. doi:10.1016/j.bushor.2015.08.001
5. Chapter 2 Corporate Social Responsibility and Business Ethics
Recommended Readings
 Fitzgerald, M. (2013). The myth about viral marketing. MIT Sloan Management Review, 54(3),
15. Retrieved from http://sloanreview.mit.edu/
 Vallaster, C., Lindgreen, A., Maon, F. (2012). Strategically leveraging corporate social responsibility: A
corporate branding perspective. California Management Review, 54(3), 34-60.
doi:10.1525/cmr.2012.54.3.34
 Weinzimmer, L. G., & Esken, C. A. (2016). Risky business: Taking a stand on social issues. Business
Horizons, 59(3), 331-337. doi:10.1016/j.bushor.2016.01.007