Your focus will be on the domestic or U.S. marketing of the product only and not any of the global operations, if any.  Each writing assignment will focus on the concepts discussed during the week. Your job is to apply those concepts to your chosen product or service.  

The submission requirements for each of the four writing assignment are as follows:

·         Prepare as a word processed document (such as Microsoft Word). 

·         Your assignment should be the equivalent of approximately five pages of double spaced text (approximately a half page for each of the eight questions in the assignment.) This will require you to be judicious in your writing and include only relevant information.

·         Be sure your name, writing assignment number, and the name of your product or service are on the cover page of your writing assignment

·         Use a simple 12 point font such as Times New Roman.  Use black ink for majority of your work and only use colors if it enhances your ability to communicate your thoughts.  

·         Include a bibliography with at least four references.  You may use MLA or APA style, or any other college-level style guide. More information about using a style guide can be found in the UMUC's virtual library accessible from your LEO classroom or at umuc.edu/library.   

·         Upload your word processed document in your LEO assignments by the due date in the LEO calendar.  

The marketing concepts to be covered in the writing assignments are as follows:

Week 2

Part 1

·         Marketing orientations -- Demonstrate an understanding and application of a marketing orientation to add value for customers

·         Value offering -- Outline a product or service offering

·         SWOT analysis -- Conduct a simple SWOT analysis

·         Objectives -- Frame strategic marketing objectives

Part 2

·         Customer empowerment -- Identify how offerings use social networks to communicate and empower customers

·         Customer loyalty -- Explain customer lifetime value and most valuable customers

·         Customer satisfaction -- Identify how customers communicate satisfaction or dissatisfaction

·         Customer privacy -- Identify and value a company's privacy policy