Step 1: Choose an Organization
Choose an organization that does marketing. Use the guidelines below as you make your selection. Make it easy on yourself and choose an organization you’re interested in, and for which you can observe the marketing efforts.
If you choose a very large organization that markets many different products, focus your paper on one product or product line. For example, if you choose Chevrolet, don’t address trucks but choose a particular model of truck, or Corvettes.
Step 2: Explore the Organization’s Current Marketing Activity
Take a few minutes to research where and how this organization is conducting marketing activities. What marketing tactics and channels is it using? Who is it reaching?
Step 3: Post to the Discussion
Put the following information into your post:
- Company name
- Headquarter location (city, state/province, country)
- Industry
- Web site
- Why you chose this organization
- What marketing efforts you can see the organization doing
Step 4: Respond to Classmates’ Posts
After you have created your own post, look over the discussion posts of your classmates and respond to at least two of them.
Guidelines for Selecting an Organization
Identify an organization working in industry or area that interests you. Choose carefully because during this course, you will create a marketing plan focused on this organization. Think broadly about the type of organization you’d like to focus on. If you choose a very large organization, you’ll need to pick a specific product or service to explore. Small and medium-sized businesses tend to work well.
You’ll need an organization for which plenty of content is available to help you with the analysis you’re trying to do. You may be able to find primary information, or you may need to do research and create informed hypotheses (guesses) based on your research.
The following table lists a number of industries and sample companies you might consider. After this discussion post, you’ll have one week to change your selection if you decide to take a different path for the marketing plan.
| Industry | Organization Examples |
| Healthcare | United Healthcare, Kaiser |
| Entertainment | Dave & Buster’s, Regal Cinemas |
| Banking & Financial Services | Simple, Charles Schwab |
| Sporting Goods | Nike, REI, Bass Pro |
| Clothing, Shoes, Accessories | Guess, Tom’s Shoes |
| Dining, Food Service | Jimmy John’s, Five Guys, Sysco, Kellogg |
| Hospitality | Marriott, Kimpton, Comfort Suites |
| Retail | Zappos, Macy’s, Dollar Tree, Trader Joe’s |
| Packaged Goods | Hershey, Hain Celestial |
| Technology | SpaceX, Snapchat |
| Manufacturing | Boeing, John Deere |
| Transportation | Virgin Atlantic, Carnival Cruise Lines, Uber |
| Automotive | Tesla, AutoNation |
| Business & Consulting Services | VistaPrint, H&R Block, Jackson Hewitt |
| Non-profit or Charitable Organization | Museum of Modern Art, The Trevor Project, Kiva, Wounded Warrior Project |
Grading Rubric for Discussion Posts
The following grading rubric may be used consistently for evaluating all discussion posts.
Discussion Grading Rubric
| Criteria | Not Evident | Developing | Exemplary | Point Value Possible |
|---|---|---|---|---|
| Submit your initial response | No post made – 0 pts | Post is either late or off-topic – 2 pts | Post is made on time and is focused on the prompt – 5 pts | Point value possible – 5 pts |
| Respond to at least two peers’ presentations | No response to peers – 0 pts | Responded to only one peer – 2 pts | Responded to two peers – 5 pts | Point value possible –5 pts |
Total Points Possible for Discussion Assignment: 10pts.
