BUSI-745 Marketing for Competitive Advantage


Discussion Board Forums (6) Discussion boards are collaborative learning experiences. Therefore, the student is required to complete six distinct discussion board forums. In the first and eighth module/week, threads must be a minimum of 500 words with replies of 250 words. The remaining four threads must be a minimum of 750 words with replies of 250 words. All posts must contain references that adhere to current APA format. Marketing Papers (2) This course requires two papers: one based on the classic work of Theodore Levitt, ‘Marketing Myopia’ and the other based on the work of Frederick Reichheld regarding brand loyalty. Marketing Myopia Students will write 1000-words minimum on the classic Theodore Levitt 1960 paper called Marketing Myopia. This assignment supports student’s thinking as he/she prepares for the seminar paper on market disruption. Three scholarly authored references are required, including the Marketing Myopia article. The paper must adhere to current APA format. Brand Loyalty Students will write 1000-words minimum on brand loyalty. Along with the Reichheld article included in the Reading and Study folder, students are expected to research and find two other Reichheld sources plus two Marketing Journal articles by any authors to support his/her write-up on the importance of Loyalty. Students 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. Disruptive Marketing Plan Brand Proposal Paper Each student must choose an existing consumer product/service to analyze for the Disruptive Marketing Plan. Students 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. Final Paper Based on the Brand Proposal Paper approval, students 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. Web sites may be used as well, but they do not count towards the ten authored sources. Included in the ten sources must be five (not previously used or assigned in this course) peer-reviewed Marketing journal references that are NEW to this paper. Students may use assigned readings as well, but they do not count towards the new ten academic sources.

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