Please discuss how marketing strategy fits within the larger framework of business strategy. Provide an example of a company (from any industry) that successfully integrates marketing strategy into its overall business strategy, mission and vision. Or, give an example of a company whose marketing strategy doesn’t fit well with its business strategy, mission and vision, and explain why this is so.
MT 2: Sources of Innovation
One of the most popular tools in any marketing plan is a SWOT analysis. The following website http://www.marketingteacher.com/ has many interesting examples of SWOTs done for companies we are all familiar with (Starbucks, Wal-Mart, etc.). 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 recently unveiled UMUC Strategic Plan for 2009-2013, available at http://www.umuc.edu/gen/strategic_plan.pdf ?
Would you suggest any other additional strategies for UMUC based on your SWOT analysis?
MT 3: Measuring Marketing Performance
Based on the Marketing Accountability Study and other readings for this week, propose a set of marketing metrics for a small mom-and-pop general store. Which of the metrics discussed in the article do you think will not be applicable to such a small store, and why?
Major competitors, online programs:
University of Phoenix Online, University of Maryland University College, SUNY Learning Network, Arizona Universities Network, UMassOnline, Michigan State, Penn State World Campus, Stanford, University of Texas System, University of Wisconsin Extension.
• U of I name
• location in state capital
• small size
• full-time faculty teach most classes, and there is a strong bond and a high level of interaction
Cited: Ofek, E., & Laufer, R. (2008). Eli Lilly: Developing Cymbalta. Retrieved from Harvard Business Publishing: http://cb.hbsp.harvard.edu/cb/library/allMaterials