Week 1: Activities and Tasks

Below is an outline of the various videos, readings, reflections and writing process pieces that you'll
complete this week.

Topic: Measurement of Market Orientation

[ ] Watch - Lecture: Marketing Concept and Market Orientation

[ ] Watch - Lecture: Market Orientation: How Does it Work?
[ ] Read - Summary: What the Hell is Market Orientation?

Topic: How Firms Measure Market Orientation

[ ] Watch - Lecture: Different Market Orientations

[ ] Watch - Lectures: Proactive MO vs. Responsive MO
[ ] Read - Summary: Customer-led and Market-oriented: Let's Not Confuse the Two
[ ] Read - Summary: The Effect of Market Orientation on Product Innovation
[ ] *Complete - Content Mastery Activity

Topic: Interplay Between Market Orientation, Marketing Department, and Product

Orientation / Development in Global Context

[ ] Watch - Lecture: Market Orientation, Marketing Departments, and Firm Performance

[ ] Read - Summary: Responsive and Proactive Market Orientation and New-Product Success
[ ] Read - Summary: Do Marketing Departments Matter?
[ ] Watch - Lecture: Case Studies Snapple and Betty Crocker
[ ] Read - Summary: Snapple in Japan
[ ] Discussion Board
[ ] *Complete - Week 1 Quiz
[ ] *Complete Snapple Case Study Reflection Paper

* Indicate graded items