Blog: Green for Profit or Green for the Environment?

For this blog activity, you will select one of your favorite retail brands(Selected retail brand is Sephora) and create a blog post outlining the company’s stance on social responsibility and describing how this stance is incorporated into the company’s ethical practices with regard to its marketing strategy.First, watch the following videos:What Is Corporate Social Responsibility?Marketing Strategy: Ethical Behavior in Marketing: What Are Marketing Ethics?The Social Responsibility of BusinessThen, review the presentation Corporate Social Responsibility. In your blog post, address the following:Identify a retail brand that you believe is socially or ethically responsible.How do you believe the company conducts business in a socially responsible way? Support your answer by discussing specific examples.Has the company ever been involved in any incidents in which they were accused of not conducting business in an ethical or socially responsible manner? If so, briefly discuss the legal issues related to the incident(s).Do you feel the company is “green” for profit or “green” for the environment?To complete this assignment, review the Blog Guidelines and Rubric document.
mkt_345_blog_guidelines_and_rubric.pdf

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MKT 345 Blog Guidelines and Rubric
Overview: As part of this course, you will be completing a series of blog posts. These posts will be graded by your instructor and will be available to you as a
demonstration of your knowledge and abilities.
Create a blog: Create your blog using the WordPress blog creation tool. View the Getting Started Blogging document.
In all blog posts, you must:
•
•
•
Develop professional-quality, organized blog posts
Apply topics and concepts covered in this course
Utilize outside resources and/or examples to support your positions
Module One Blog: Consumer Who? Consumer You!
Review Chapter 1 of your text regarding the different types of consumers, consumer activities, and consumer responses. In your blog post, address the
following:
•
•
•
•
•
What type of consumer are you?
What influences your buying decisions, and how?
Which stage actually leads to your purchasing decisions?
When making a buying decision, how are you influenced by marketing research and marketing design?
Do you experience any post-purchase behavior?
Module Two Blog: Under Armour: Where Do We Go From Here?
First, read Chapter 2 in Consumer Behavior and the case study article Under Armour’s Willful Digital Moves. In your blog post, address the following:
•
•
•
In the case study article, what market segments were identified and what segmentation strategies were implemented?
What do you believe are four to five key points to remember when implementing segmentation strategies?
Identify a new market segment that you have noticed recently (during your own shopping experience online, in a commercial ad, or in a secondary
resource such as a magazine) that you believe would be a great market to explore. How might you create a segmentation strategy to reach this new
market segment?
Module Five Blog: Top Dog Versus Underdog
First, read Chapters 3 and 15 in your text and watch the following videos:
What Is Demography?
Jamie Gutfreund: Realism and Idealism: Understanding Gen Z (Future of Storytelling 2015)
Top 10 Business Rivalries
Next, address the following in your blog post:
•
•
•
What is the brand strategy being used by the top dog? What is the brand strategy being used by the underdog?
How can the underdog improve its strategy so that it can gain more market share and surpass the top dog? Provide three recommendations.
Why do you believe consumers prefer the top dog over the underdog? Which do you prefer, and why?
In your post, be sure to consider how branding, positioning, and other external factors such as visual elements influence consumer preferences for the top dog
versus the underdog.
Module Seven Blog: Green for Profit or Green for the Environment?
First, watch the following videos:
What Is Corporate Social Responsibility?
Marketing Strategy: Ethical Behavior in Marketing: What Are Marketing Ethics?
The Social Responsibility of Business
Then, review the presentation Corporate Social Responsibility. In your blog post, address the following:
•
•
•
•
Identify a retail brand that you believe is socially or ethically responsible.
How do you believe the company conducts business in a socially responsible way? Support your answer by discussing specific examples.
Has the company ever been involved in any incidents in which they were accused of not conducting business in an ethical or socially responsible
manner? If so, briefly discuss the legal issues related to the incident(s).
Do you feel the company is “green” for profit or “green” for the environment?
Guidelines for Submission: Complete your blog post in WordPress and submit a link to your blog via the appropriate forum. If you have not yet created your
blog, review the Getting Started Blogging document. Your blog should be written in a professional voice and should be appropriately formatted for a blog. Any
sources cited should use APA formatting. Blog posts must be 400 to 800 words in length.
Below are some additional resources for improving your blog:
• How to Write a Blog Post for Beginners: This article is an introduction to writing blog posts.
• Blog Basics: Developing Your Blog: This article examines the purpose of a blog community and how to strengthen and develop that community.
• 12 Easy Ways to Improve Your Blog: This article examines important elements in developing your own blog.
• How to Drastically Improve Your WordPress Blog’s Comments: This article examines how to better engage and manage your online community.
• Blogging Best Practices: This bulleted list gives you a quick summary of the best practices top bloggers use.
Rubric
Critical Elements
Content Development
Proficient (100%)
Develops a professional-quality,
organized blog post
Course Topics and
Concepts
Applies topics and concepts
covered in the course to
formulate a position
Submission has no major errors
related to citations, grammar,
spelling, or syntax
Articulation of Response
Needs Improvement (75%)
Develops a blog post, but it
contains issues related to quality
or organization
Topics and concepts covered are
applied, but position is unclear
Not Evident (0%)
Does not develop an organized
blog post
Value
40
Topics and concepts are not
applied
40
Submission has major errors
related to citations, grammar,
spelling, or syntax that negatively
impact readability and
articulation of main ideas
Submission has critical errors
related to citations, grammar,
spelling, syntax, or organization
that prevent understanding of
ideas
Total
20
100%

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