Colorado State University Global Campus Marketing Value Creation Paper

Option #1: Value Creation

Review the Goedhart and Koller (Links to an external site.) article on value creation. Now, revisit the company you wrote about in your discussion forum. For this paper:

  • Summarize the key points from the article regarding value creation
  • Identify how your company should create value, as it is discussed in this article
  • Describe potential challenges your company may have to overcome
  • Summarize how your recommendations to create value will positively affect customer segments and demonstrate how this could be part of a larger marketing strategy

Your paper should be 2-3 pages in length and conform to APA guidelines in the CSU Global Writing Center (Links to an external site.). Include at least two scholarly references in addition to the course textbook. The CSU Global Library is a good place to find these references.

Option #2: Consumer Behavior in Action

Revisit the Baker article (Links to an external site.) and download the free customer journey map template using your CSU Global Student Email. Now, pick a company that you have not yet discussed in an assignment. Fill out the template and create a PowerPoint presentation that does the following.

  • Provide a brief background on your new company.
  • Describe your target segment(s).
  • Share your filled out template on one of your slides.
  • Explain and justifies your descriptions of how you would move your customer through stages of the customer journey.
  • Synthesize your key findings in a conclusion.

Remember, PowerPoint is a visual medium—be creative with your images and use them to support your analysis. Include your analysis and citations in your speaker notes.

Your presentation should consist of eight to twelve slides, not including title and reference pages, and conform to CSU Global Writing Center (Links to an external site.). Save your PPT as a PDF with speaker notes showing. Include at least two scholarly references in addition to the course textbook and required reading assignments. The CSU Global Library is a good place to find these references.

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