LibGuides: MKT454 v1: Module 2

Module 2 Required Resources

Gomez Albrecht, M., Green, M., Hoffman, L. (2023). Principles of Marketing. Rice University. https://openstax.org/details/books/principles-marketing

Chapter 2.2 The Role of Marketing in the Strategic Planning Process
This section discusses SWOT analysis.

Understanding Consumer Satisfaction with Railway Transportation Service: An Application of 7Ps Marketing Mix
Do, Q., & Vu, T. (2020). Understanding consumer satisfaction with railway transportation service: An application of 7Ps marketing mix. Management Science Letters, 10(6), 1341-1350. https://www.semanticscholar.org/reader/5c2ef92d458fb4118721088f4696b7689770ff73

This article is important because it analyzes how the marketing mix determines how end consumers purchase products in a market.
What Is A SWOT Analysis?
White, J. & Bortoff, C. (2022, March 25). What Is A SWOT Analysis? Forbes Advisor. https://www.forbes.com/advisor/business/what-is-swot-analysis/

This resource provides an extensive overview of SWOT and examples.

Coca-Cola SWOT Analysis - SWOT Analysis of Coca-Cola [Video
SWOT Hub. (2023, April 24). Coca-Cola SWOT Analysis - SWOT Analysis of Coca-Cola [Video]. YouTube. https://www.youtube.com/watch?v=CpU6Dn_UY-M

This resource provides an example SWOT analysis of Coca-Cola.
SWOThub YouTube Channel
SWOT HUB (n.d.). SWOT HUB. https://www.youtube.com/channel/UCwIwySzaaI5fLolPVNDShag

Additional examples of SWOT anysis can be found on the SWOThub YouTube channel .
What are the 7ps of the Marketing Mix?
Hurree. (2020, May 28). What are the 7ps of the marketing mix? [Video]. YouTube. https://youtu.be/OF4w862D0s4?si=5cY2BGJ-MN9a2eZu

Provides an overview of the 7Ps of the marketing mix.