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    see attached. – a year ago **files (2)** – ## Finalproject.docx – ## UnitVII.pdf **## Finalproject.docx** For the final project, you will write a paper that is a minimum of four pages in length that creates and outlines an IT security policy for a medical facility. Your security policy must contain …

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    Assignment Prompt & Instructions

    see attached.

    – a year ago

    **files (2)**

    – ## Finalproject.docx

    – ## UnitVII.pdf

    **## Finalproject.docx**

    For the final project, you will write a paper that is a minimum of four pages in length that creates and outlines an IT security policy for a medical facility.

    Your security policy must contain the following sections:

    · Information Security Policy Overview,

    · Application Development Security,

    · Data Backup and Storage,

    · Physical Security,

    · Network Device Installation and Configuration,

    · Data Handling,

    · Remote Access,

    · Email,

    · Internet and Web Access,

    · Device Security, and

    · Process for communicating the policy to stakeholders.

    Your paper should include a title page and a reference page. Be sure to follow proper APA citations. At a minimum, use your textbook as a resource for this assignment and include it on your reference page.

    Course Textbook(s) Santos, O. (2019). Developing cybersecurity programs and policies (3rd ed.). Pearson. https://online.vitalsource.com/#/books/9780134858548

    **## UnitVII.pdf**

    SEC 4303, IS Security Policy Analysis 1

    Course Learning Outcomes for Unit VII

    Upon completion of this unit, students should be able to:

    4. Analyze a security policy for its completeness.
    4.1 Assess security requirements for physical environments.
    4.2 Determine the responsibility for physically securing a facility.
    4.3 Determine recommendations for securing a facility.

    Reading Assignment

    Chapter 7: Physical and Environmental Security

    Unit Lesson

    Physical security is an important aspect of any organization. An organization can consider the location site,
    surroundings, potential for disasters, and infrastructure as part of the composition of the facility. Therefore, it
    is important to ensure organizations have sufficient policies established to protect the systems, facilities, and
    networks from physical tampering. ISO/IEC 27002:2013 provides guidelines for organizational information
    security standards and information security management practices including the selection, implementation,
    and management of controls taking into consideration the organization's information security risk
    environments (International Organization for Standardization [ISO], n.d.). These standards focus on the
    implementation processes, accepted controls, and creation guidelines. Physical and environmental
    safeguards are sometimes overlooked when we refer to security but are critical in protecting information
    technology elements.

    Santos (2019) explains how the environmental security refers to the workplace environment, which includes
    the design and construction of the facilities, how and where people move, where equipment is stored, how the
    equipment is secured, and protection from natural and man-made disasters. Organizations need to observe
    the different areas that pose vulnerabilities to their physical structure. Think about the building perimeter for a
    small credit union. This type of institution may not have a full-time security guard, so the institution needs to
    observe the teller lanes, back-door entries, front-door access, and surrounding streets. A bank robber could
    identify these factors before performing an act of robbery.

    Organizations can protect assets with physical parameters, technical devices, and established procedures.
    Physical controls refer to the presence of physical deterrents to ensure the security of the perimeter or
    environment (buildings’ structures and server rooms) containing information and information systems. These
    controls are meant to stop unauthorized personnel from gaining access to buildings (fire escapes, back
    doors); the use of locks on offices, server rooms, and other sensitive areas challenge those who are not
    supposed to have access to restricted areas. Technical security relies on security measures that employ
    technology in some way. Usually, they are related to computers and software techniques, but they can
    equally apply to technical systems or locks such as biometric techniques and authorized electronic card
    access.

    UNIT VII STUDY GUIDE
    Understanding the Physical Security

    SEC 4303, IS Security Policy Analysis 2

    UNIT x STUDY GUIDE
    Title

    Layer Defense Model

    Layered defense strategies can help protect organizations and
    prevent unauthorized access. This concept can also hold true
    when referring to physical security. If an intruder feels the
    process is rather difficult to enter a location, then he or she may
    decide to move to another organization or extend the
    reconnaissance to identify the access areas. Think about the
    security controls you have in place at your residence. Most
    residences have locks on the doors and windows and maybe
    pets to help deter potential dangers. We can also enhance the
    security by adding cameras and alarm systems along with
    decals and signage stating the home is protected by a
    particular vendor. This certainly places some fear in the
    criminal's mind, so security becomes a psychological aspect for
    both the resident and criminal. Obviously, this is positive for the
    resident and negative for the criminal.

    As with any organization, the physical aspect is usually the first entry point because it can be as simple as
    driving to the location. An organization’s location certainly dictates the level of security along with the
    sensitivity of the data in the systems. You see many commercial buildings providing statistics on the crime
    rates in the area when the facility is for sale. This information is needed because the monthly expenses can
    increase depending on the level of security needed. Location-based threats that need to be evaluated include
    political stability, susceptibility to terrorism, the crime rate, adjacent buildings, roadways, flight paths, utility
    stability, and vulnerability to natural disasters (Santos, 2019). The protective strategies we can use are lights,
    gates, locks, card readers, security guards, alarms, and cameras to detect and deter criminals. An obvious
    deterrent would be security guards because they are very visible and can walk the facility. Organizations
    determine the types of facility guards needed; this might include professional physical security staff or other
    personnel such as administrative staff or information system users (NIST, n.d.). A seasoned criminal can
    easily observe these security personnel, so it demonstrates the importance of physical security for the
    organization. It is also good to test new strategies throughout the year so the security parameters are
    constantly changing, causing the criminal not to be able to plan for an intrusion.

    The entry or main door is the focal point of most organizations.
    As for the facility entry, we can have employee locks, ID cards,
    kiosks, and security guards. We also have personnel there to
    address questions from visitors signing in for a visitor badge.
    This is usually the area where criminals use piggybacking
    because of the traffic and activity, especially when work begins
    for the day. Piggybacking is the process of walking behind a
    current employee when entering a building and using their
    access card or existence as a means to enter the building. A
    helpful employee may hold the door open for a criminal thinking
    this individual is an employee of the organization. This happens
    more at larger organizations because most employees at larger
    facilities do not know every employee of the organization.
    Therefore, it is extremely important that the front desk personnel
    enforce the physical security policies for the employees of the
    organization. An employee needs to know what actions to take if
    someone follows behind him or her without swiping a badge. The
    organization also needs another set of eyes on the entry point to
    ensure piggybacking does not occur.

    If we review earlier units regarding human resources, then we can see why background checks are so
    important. We need to hire personnel with strong ethics and integrity to ensure they are following policies and
    protecting the organization. If an employee fails to shut a back door or lets a friend with questionable
    intentions enter the facility, it can be extremely dangerous for the organization. The friend may not want to
    access the network internally to collect information but may want simply to steal equipment. We have also
    seen a dramatic increase in shootings, so physical security policies need to be followed by every employee.

    Security cameras can prevent unauthorized access.
    (Neurolink, 2017)

    Security guards act as deterrents to crime
    (McGuire, 2015)

    SEC 4303, IS Security Policy Analysis 3

    UNIT x STUDY GUIDE
    Title

    The Federal Identity, Credential, and Access Management program provides implementation guidance for
    identity, credential, and access management capabilities for physical access control systems (NIST, 2018).

    One issue that is not always covered under physical security is facility power. If the power goes out, this can
    be damaging to systems, data, and products. Systems need to be protected from power loss, degradation,
    and much power or voltage spikes (Santos, 2019). Power is taken for granted unless you have a major storm
    where everything is down for hours or days, depending on the severity. We have recently seen this with
    hurricanes, so business continuity plans are essential. Let’s take the case where an organization loses power
    for three hours. What type of criminal activity can be performed during this time? Remember, criminals cannot
    anticipate this type of power loss unless they have something to do with the disruption. However, the existing
    employees may take advantage of the power loss for instances of theft or document removal. This can
    certainly happen when camera systems are down and everyone is preoccupied with the event. Unfortunately,
    many organizations do not have policies written to protect the facility during a power loss.

    Organizations may store millions of records that can contain sensitive information. Therefore, if an
    organization plans to dispose of any of the information or older servers with information, they should follow
    stringent data destruction procedures. Additionally, the type of market may also dictate the level of data
    removal strategies that need to be applied. Efficient and effective management of information that is created,
    processed, and stored by an information technology (IT) system throughout its life, from inception through
    disposition, is a primary concern of an information system owner and the custodian of the data (Kissel, Scholl,
    Skolochenko, & Li, 2006). Santos (2019) stated the objective of physical destruction is to render the device or
    the media as unreadable and unusable. Devices and media can be crushed, shredded, or, in the case of hard
    drives, drilled in several locations perpendicular to the platters—penetrating clear through from top to bottom.

    Summary

    In summary, organizations need to review the potential dangers when it comes to physical security. Although
    an organization may have front desk personnel and security systems in place, there are still plenty of ways
    criminals can gain access to the site. We also have to consider the vendors and suppliers that regularly visit
    the sites. An established policy will help enforce the procedures and provide better overall results. It is also
    important to have accountability for each department and employee when it comes to physical security.
    Finally, small organizations have limited budgets, so they have to explore all solutions when it comes to
    security. They may not be able to hire a fulltime security guard, but they can install security cameras. It is not
    as effective, but it can be a deterrent.

    References

    International Organization for Standardization. (n.d.). ISO/IEC 27002:2013.

    https://www.iso.org/standard/54533.html

    Kissel, R., Scholl, M. Skolochenko, S., & Li, X. (2006). Guidelines for media sanitization: Recommendations

    of the National Institute of Standards and Technology (NIST Special Publication 800-88).
    https://ws680.nist.gov/publication/get_pdf.cfm?pub_id=50819

    McGuire, R. (2015). Police, security, safety, protection, crime, guard [Photograph]. Pixabay

    https://pixabay.com/en/police-security-safety-protection-869216/

    National Institute of Standards and Technology. (n.d.). NIST Special Publication 500-53 (Rev. 4).

    https://nvd.nist.gov/800-53/Rev4/control/PE-3

    Neurolink. (2017). Camera, monitoring, protection, security camera [Photograph]. Pixabay

    https://pixabay.com/en/camera-monitoring-protection-2456434/

    Santos, O. (2019). Developing cybersecurity programs and policies (3rd ed.). Pearson .

    – Course Learning Outcomes for Unit VII
    – Reading Assignment
    – Unit Lesson

    **## UnitVII.pdf**

    SEC 4303, IS Security Policy Analysis 1

    Course Learning Outcomes for Unit VII

    Upon completion of this unit, students should be able to:

    4. Analyze a security policy for its completeness.
    4.1 Assess security requirements for physical environments.
    4.2 Determine the responsibility for physically securing a facility.
    4.3 Determine recommendations for securing a facility.

    Reading Assignment

    Chapter 7: Physical and Environmental Security

    Unit Lesson

    Physical security is an important aspect of any organization. An organization can consider the location site,
    surroundings, potential for disasters, and infrastructure as part of the composition of the facility. Therefore, it
    is important to ensure organizations have sufficient policies established to protect the systems, facilities, and
    networks from physical tampering. ISO/IEC 27002:2013 provides guidelines for organizational information
    security standards and information security management practices including the selection, implementation,
    and management of controls taking into consideration the organization's information security risk
    environments (International Organization for Standardization [ISO], n.d.). These standards focus on the
    implementation processes, accepted controls, and creation guidelines. Physical and environmental
    safeguards are sometimes overlooked when we refer to security but are critical in protecting information
    technology elements.

    Santos (2019) explains how the environmental security refers to the workplace environment, which includes
    the design and construction of the facilities, how and where people move, where equipment is stored, how the
    equipment is secured, and protection from natural and man-made disasters. Organizations need to observe
    the different areas that pose vulnerabilities to their physical structure. Think about the building perimeter for a
    small credit union. This type of institution may not have a full-time security guard, so the institution needs to
    observe the teller lanes, back-door entries, front-door access, and surrounding streets. A bank robber could
    identify these factors before performing an act of robbery.

    Organizations can protect assets with physical parameters, technical devices, and established procedures.
    Physical controls refer to the presence of physical deterrents to ensure the security of the perimeter or
    environment (buildings’ structures and server rooms) containing information and information systems. These
    controls are meant to stop unauthorized personnel from gaining access to buildings (fire escapes, back
    doors); the use of locks on offices, server rooms, and other sensitive areas challenge those who are not
    supposed to have access to restricted areas. Technical security relies on security measures that employ
    technology in some way. Usually, they are related to computers and software techniques, but they can
    equally apply to technical systems or locks such as biometric techniques and authorized electronic card
    access.

    UNIT VII STUDY GUIDE
    Understanding the Physical Security

    SEC 4303, IS Security Policy Analysis 2

    UNIT x STUDY GUIDE
    Title

    Layer Defense Model

    Layered defense strategies can help protect organizations and
    prevent unauthorized access. This concept can also hold true
    when referring to physical security. If an intruder feels the
    process is rather difficult to enter a location, then he or she may
    decide to move to another organization or extend the
    reconnaissance to identify the access areas. Think about the
    security controls you have in place at your residence. Most
    residences have locks on the doors and windows and maybe
    pets to help deter potential dangers. We can also enhance the
    security by adding cameras and alarm systems along with
    decals and signage stating the home is protected by a
    particular vendor. This certainly places some fear in the
    criminal's mind, so security becomes a psychological aspect for
    both the resident and criminal. Obviously, this is positive for the
    resident and negative for the criminal.

    As with any organization, the physical aspect is usually the first entry point because it can be as simple as
    driving to the location. An organization’s location certainly dictates the level of security along with the
    sensitivity of the data in the systems. You see many commercial buildings providing statistics on the crime
    rates in the area when the facility is for sale. This information is needed because the monthly expenses can
    increase depending on the level of security needed. Location-based threats that need to be evaluated include
    political stability, susceptibility to terrorism, the crime rate, adjacent buildings, roadways, flight paths, utility
    stability, and vulnerability to natural disasters (Santos, 2019). The protective strategies we can use are lights,
    gates, locks, card readers, security guards, alarms, and cameras to detect and deter criminals. An obvious
    deterrent would be security guards because they are very visible and can walk the facility. Organizations
    determine the types of facility guards needed; this might include professional physical security staff or other
    personnel such as administrative staff or information system users (NIST, n.d.). A seasoned criminal can
    easily observe these security personnel, so it demonstrates the importance of physical security for the
    organization. It is also good to test new strategies throughout the year so the security parameters are
    constantly changing, causing the criminal not to be able to plan for an intrusion.

    The entry or main door is the focal point of most organizations.
    As for the facility entry, we can have employee locks, ID cards,
    kiosks, and security guards. We also have personnel there to
    address questions from visitors signing in for a visitor badge.
    This is usually the area where criminals use piggybacking
    because of the traffic and activity, especially when work begins
    for the day. Piggybacking is the process of walking behind a
    current employee when entering a building and using their
    access card or existence as a means to enter the building. A
    helpful employee may hold the door open for a criminal thinking
    this individual is an employee of the organization. This happens
    more at larger organizations because most employees at larger
    facilities do not know every employee of the organization.
    Therefore, it is extremely important that the front desk personnel
    enforce the physical security policies for the employees of the
    organization. An employee needs to know what actions to take if
    someone follows behind him or her without swiping a badge. The
    organization also needs another set of eyes on the entry point to
    ensure piggybacking does not occur.

    If we review earlier units regarding human resources, then we can see why background checks are so
    important. We need to hire personnel with strong ethics and integrity to ensure they are following policies and
    protecting the organization. If an employee fails to shut a back door or lets a friend with questionable
    intentions enter the facility, it can be extremely dangerous for the organization. The friend may not want to
    access the network internally to collect information but may want simply to steal equipment. We have also
    seen a dramatic increase in shootings, so physical security policies need to be followed by every employee.

    Security cameras can prevent unauthorized access.
    (Neurolink, 2017)

    Security guards act as deterrents to crime
    (McGuire, 2015)

    SEC 4303, IS Security Policy Analysis 3

    UNIT x STUDY GUIDE
    Title

    The Federal Identity, Credential, and Access Management program provides implementation guidance for
    identity, credential, and access management capabilities for physical access control systems (NIST, 2018).

    One issue that is not always covered under physical security is facility power. If the power goes out, this can
    be damaging to systems, data, and products. Systems need to be protected from power loss, degradation,
    and much power or voltage spikes (Santos, 2019). Power is taken for granted unless you have a major storm
    where everything is down for hours or days, depending on the severity. We have recently seen this with
    hurricanes, so business continuity plans are essential. Let’s take the case where an organization loses power
    for three hours. What type of criminal activity can be performed during this time? Remember, criminals cannot
    anticipate this type of power loss unless they have something to do with the disruption. However, the existing
    employees may take advantage of the power loss for instances of theft or document removal. This can
    certainly happen when camera systems are down and everyone is preoccupied with the event. Unfortunately,
    many organizations do not have policies written to protect the facility during a power loss.

    Organizations may store millions of records that can contain sensitive information. Therefore, if an
    organization plans to dispose of any of the information or older servers with information, they should follow
    stringent data destruction procedures. Additionally, the type of market may also dictate the level of data
    removal strategies that need to be applied. Efficient and effective management of information that is created,
    processed, and stored by an information technology (IT) system throughout its life, from inception through
    disposition, is a primary concern of an information system owner and the custodian of the data (Kissel, Scholl,
    Skolochenko, & Li, 2006). Santos (2019) stated the objective of physical destruction is to render the device or
    the media as unreadable and unusable. Devices and media can be crushed, shredded, or, in the case of hard
    drives, drilled in several locations perpendicular to the platters—penetrating clear through from top to bottom.

    Summary

    In summary, organizations need to review the potential dangers when it comes to physical security. Although
    an organization may have front desk personnel and security systems in place, there are still plenty of ways
    criminals can gain access to the site. We also have to consider the vendors and suppliers that regularly visit
    the sites. An established policy will help enforce the procedures and provide better overall results. It is also
    important to have accountability for each department and employee when it comes to physical security.
    Finally, small organizations have limited budgets, so they have to explore all solutions when it comes to
    security. They may not be able to hire a fulltime security guard, but they can install security cameras. It is not
    as effective, but it can be a deterrent.

    References

    International Organization for Standardization. (n.d.). ISO/IEC 27002:2013.

    https://www.iso.org/standard/54533.html

    Kissel, R., Scholl, M. Skolochenko, S., & Li, X. (2006). Guidelines for media sanitization: Recommendations

    of the National Institute of Standards and Technology (NIST Special Publication 800-88).
    https://ws680.nist.gov/publication/get_pdf.cfm?pub_id=50819

    McGuire, R. (2015). Police, security, safety, protection, crime, guard [Photograph]. Pixabay

    https://pixabay.com/en/police-security-safety-protection-869216/

    National Institute of Standards and Technology. (n.d.). NIST Special Publication 500-53 (Rev. 4).

    https://nvd.nist.gov/800-53/Rev4/control/PE-3

    Neurolink. (2017). Camera, monitoring, protection, security camera [Photograph]. Pixabay

    https://pixabay.com/en/camera-monitoring-protection-2456434/

    Santos, O. (2019). Developing cybersecurity programs and policies (3rd ed.). Pearson .

    – Course Learning Outcomes for Unit VII
    – Reading Assignment
    – Unit Lesson

    **## Finalproject.docx**

    For the final project, you will write a paper that is a minimum of four pages in length that creates and outlines an IT security policy for a medical facility.

    Your security policy must contain the following sections:

    · Information Security Policy Overview,

    · Application Development Security,

    · Data Backup and Storage,

    · Physical Security,

    · Network Device Installation and Configuration,

    · Data Handling,

    · Remote Access,

    · Email,

    · Internet and Web Access,

    · Device Security, and

    · Process for communicating the policy to stakeholders.

    Your paper should include a title page and a reference page. Be sure to follow proper APA citations. At a minimum, use your textbook as a resource for this assignment and include it on your reference page.

    Course Textbook(s) Santos, O. (2019). Developing cybersecurity programs and policies (3rd ed.). Pearson. https://online.vitalsource.com/#/books/9780134858548

    **## UnitVII.pdf**

    SEC 4303, IS Security Policy Analysis 1

    Course Learning Outcomes for Unit VII

    Upon completion of this unit, students should be able to:

    4. Analyze a security policy for its completeness.
    4.1 Assess security requirements for physical environments.
    4.2 Determine the responsibility for physically securing a facility.
    4.3 Determine recommendations for securing a facility.

    Reading Assignment

    Chapter 7: Physical and Environmental Security

    Unit Lesson

    Physical security is an important aspect of any organization. An organization can consider the location site,
    surroundings, potential for disasters, and infrastructure as part of the composition of the facility. Therefore, it
    is important to ensure organizations have sufficient policies established to protect the systems, facilities, and
    networks from physical tampering. ISO/IEC 27002:2013 provides guidelines for organizational information
    security standards and information security management practices including the selection, implementation,
    and management of controls taking into consideration the organization's information security risk
    environments (International Organization for Standardization [ISO], n.d.). These standards focus on the
    implementation processes, accepted controls, and creation guidelines. Physical and environmental
    safeguards are sometimes overlooked when we refer to security but are critical in protecting information
    technology elements.

    Santos (2019) explains how the environmental security refers to the workplace environment, which includes
    the design and construction of the facilities, how and where people move, where equipment is stored, how the
    equipment is secured, and protection from natural and man-made disasters. Organizations need to observe
    the different areas that pose vulnerabilities to their physical structure. Think about the building perimeter for a
    small credit union. This type of institution may not have a full-time security guard, so the institution needs to
    observe the teller lanes, back-door entries, front-door access, and surrounding streets. A bank robber could
    identify these factors before performing an act of robbery.

    Organizations can protect assets with physical parameters, technical devices, and established procedures.
    Physical controls refer to the presence of physical deterrents to ensure the security of the perimeter or
    environment (buildings’ structures and server rooms) containing information and information systems. These
    controls are meant to stop unauthorized personnel from gaining access to buildings (fire escapes, back
    doors); the use of locks on offices, server rooms, and other sensitive areas challenge those who are not
    supposed to have access to restricted areas. Technical security relies on security measures that employ
    technology in some way. Usually, they are related to computers and software techniques, but they can
    equally apply to technical systems or locks such as biometric techniques and authorized electronic card
    access.

    UNIT VII STUDY GUIDE
    Understanding the Physical Security

    SEC 4303, IS Security Policy Analysis 2

    UNIT x STUDY GUIDE
    Title

    Layer Defense Model

    Layered defense strategies can help protect organizations and
    prevent unauthorized access. This concept can also hold true
    when referring to physical security. If an intruder feels the
    process is rather difficult to enter a location, then he or she may
    decide to move to another organization or extend the
    reconnaissance to identify the access areas. Think about the
    security controls you have in place at your residence. Most
    residences have locks on the doors and windows and maybe
    pets to help deter potential dangers. We can also enhance the
    security by adding cameras and alarm systems along with
    decals and signage stating the home is protected by a
    particular vendor. This certainly places some fear in the
    criminal's mind, so security becomes a psychological aspect for
    both the resident and criminal. Obviously, this is positive for the
    resident and negative for the criminal.

    As with any organization, the physical aspect is usually the first entry point because it can be as simple as
    driving to the location. An organization’s location certainly dictates the level of security along with the
    sensitivity of the data in the systems. You see many commercial buildings providing statistics on the crime
    rates in the area when the facility is for sale. This information is needed because the monthly expenses can
    increase depending on the level of security needed. Location-based threats that need to be evaluated include
    political stability, susceptibility to terrorism, the crime rate, adjacent buildings, roadways, flight paths, utility
    stability, and vulnerability to natural disasters (Santos, 2019). The protective strategies we can use are lights,
    gates, locks, card readers, security guards, alarms, and cameras to detect and deter criminals. An obvious
    deterrent would be security guards because they are very visible and can walk the facility. Organizations
    determine the types of facility guards needed; this might include professional physical security staff or other
    personnel such as administrative staff or information system users (NIST, n.d.). A seasoned criminal can
    easily observe these security personnel, so it demonstrates the importance of physical security for the
    organization. It is also good to test new strategies throughout the year so the security parameters are
    constantly changing, causing the criminal not to be able to plan for an intrusion.

    The entry or main door is the focal point of most organizations.
    As for the facility entry, we can have employee locks, ID cards,
    kiosks, and security guards. We also have personnel there to
    address questions from visitors signing in for a visitor badge.
    This is usually the area where criminals use piggybacking
    because of the traffic and activity, especially when work begins
    for the day. Piggybacking is the process of walking behind a
    current employee when entering a building and using their
    access card or existence as a means to enter the building. A
    helpful employee may hold the door open for a criminal thinking
    this individual is an employee of the organization. This happens
    more at larger organizations because most employees at larger
    facilities do not know every employee of the organization.
    Therefore, it is extremely important that the front desk personnel
    enforce the physical security policies for the employees of the
    organization. An employee needs to know what actions to take if
    someone follows behind him or her without swiping a badge. The
    organization also needs another set of eyes on the entry point to
    ensure piggybacking does not occur.

    If we review earlier units regarding human resources, then we can see why background checks are so
    important. We need to hire personnel with strong ethics and integrity to ensure they are following policies and
    protecting the organization. If an employee fails to shut a back door or lets a friend with questionable
    intentions enter the facility, it can be extremely dangerous for the organization. The friend may not want to
    access the network internally to collect information but may want simply to steal equipment. We have also
    seen a dramatic increase in shootings, so physical security policies need to be followed by every employee.

    Security cameras can prevent unauthorized access.
    (Neurolink, 2017)

    Security guards act as deterrents to crime
    (McGuire, 2015)

    SEC 4303, IS Security Policy Analysis 3

    UNIT x STUDY GUIDE
    Title

    The Federal Identity, Credential, and Access Management program provides implementation guidance for
    identity, credential, and access management capabilities for physical access control systems (NIST, 2018).

    One issue that is not always covered under physical security is facility power. If the power goes out, this can
    be damaging to systems, data, and products. Systems need to be protected from power loss, degradation,
    and much power or voltage spikes (Santos, 2019). Power is taken for granted unless you have a major storm
    where everything is down for hours or days, depending on the severity. We have recently seen this with
    hurricanes, so business continuity plans are essential. Let’s take the case where an organization loses power
    for three hours. What type of criminal activity can be performed during this time? Remember, criminals cannot
    anticipate this type of power loss unless they have something to do with the disruption. However, the existing
    employees may take advantage of the power loss for instances of theft or document removal. This can
    certainly happen when camera systems are down and everyone is preoccupied with the event. Unfortunately,
    many organizations do not have policies written to protect the facility during a power loss.

    Organizations may store millions of records that can contain sensitive information. Therefore, if an
    organization plans to dispose of any of the information or older servers with information, they should follow
    stringent data destruction procedures. Additionally, the type of market may also dictate the level of data
    removal strategies that need to be applied. Efficient and effective management of information that is created,
    processed, and stored by an information technology (IT) system throughout its life, from inception through
    disposition, is a primary concern of an information system owner and the custodian of the data (Kissel, Scholl,
    Skolochenko, & Li, 2006). Santos (2019) stated the objective of physical destruction is to render the device or
    the media as unreadable and unusable. Devices and media can be crushed, shredded, or, in the case of hard
    drives, drilled in several locations perpendicular to the platters—penetrating clear through from top to bottom.

    Summary

    In summary, organizations need to review the potential dangers when it comes to physical security. Although
    an organization may have front desk personnel and security systems in place, there are still plenty of ways
    criminals can gain access to the site. We also have to consider the vendors and suppliers that regularly visit
    the sites. An established policy will help enforce the procedures and provide better overall results. It is also
    important to have accountability for each department and employee when it comes to physical security.
    Finally, small organizations have limited budgets, so they have to explore all solutions when it comes to
    security. They may not be able to hire a fulltime security guard, but they can install security cameras. It is not
    as effective, but it can be a deterrent.

    References

    International Organization for Standardization. (n.d.). ISO/IEC 27002:2013.

    https://www.iso.org/standard/54533.html

    Kissel, R., Scholl, M. Skolochenko, S., & Li, X. (2006). Guidelines for media sanitization: Recommendations

    of the National Institute of Standards and Technology (NIST Special Publication 800-88).
    https://ws680.nist.gov/publication/get_pdf.cfm?pub_id=50819

    McGuire, R. (2015). Police, security, safety, protection, crime, guard [Photograph]. Pixabay

    https://pixabay.com/en/police-security-safety-protection-869216/

    National Institute of Standards and Technology. (n.d.). NIST Special Publication 500-53 (Rev. 4).

    https://nvd.nist.gov/800-53/Rev4/control/PE-3

    Neurolink. (2017). Camera, monitoring, protection, security camera [Photograph]. Pixabay

    https://pixabay.com/en/camera-monitoring-protection-2456434/

    Santos, O. (2019). Developing cybersecurity programs and policies (3rd ed.). Pearson .

    – Course Learning Outcomes for Unit VII
    – Reading Assignment
    – Unit Lesson

    **## Finalproject.docx**

    For the final project, you will write a paper that is a minimum of four pages in length that creates and outlines an IT security policy for a medical facility.

    Your security policy must contain the following sections:

    · Information Security Policy Overview,

    · Application Development Security,

    · Data Backup and Storage,

    · Physical Security,

    · Network Device Installation and Configuration,

    · Data Handling,

    · Remote Access,

    · Email,

    · Internet and Web Access,

    · Device Security, and

    · Process for communicating the policy to stakeholders.

    Your paper should include a title page and a reference page. Be sure to follow proper APA citations. At a minimum, use your textbook as a resource for this assignment and include it on your reference page.

    Course Textbook(s) Santos, O. (2019). Developing cybersecurity programs and policies (3rd ed.). Pearson. https://online.vitalsource.com/#/books/9780134858548

    **## UnitVII.pdf**

    SEC 4303, IS Security Policy Analysis 1

    Course Learning Outcomes for Unit VII

    Upon completion of this unit, students should be able to:

    4. Analyze a security policy for its completeness.
    4.1 Assess security requirements for physical environments.
    4.2 Determine the responsibility for physically securing a facility.
    4.3 Determine recommendations for securing a facility.

    Reading Assignment

    Chapter 7: Physical and Environmental Security

    Unit Lesson

    Physical security is an important aspect of any organization. An organization can consider the location site,
    surroundings, potential for disasters, and infrastructure as part of the composition of the facility. Therefore, it
    is important to ensure organizations have sufficient policies established to protect the systems, facilities, and
    networks from physical tampering. ISO/IEC 27002:2013 provides guidelines for organizational information
    security standards and information security management practices including the selection, implementation,
    and management of controls taking into consideration the organization's information security risk
    environments (International Organization for Standardization [ISO], n.d.). These standards focus on the
    implementation processes, accepted controls, and creation guidelines. Physical and environmental
    safeguards are sometimes overlooked when we refer to security but are critical in protecting information
    technology elements.

    Santos (2019) explains how the environmental security refers to the workplace environment, which includes
    the design and construction of the facilities, how and where people move, where equipment is stored, how the
    equipment is secured, and protection from natural and man-made disasters. Organizations need to observe
    the different areas that pose vulnerabilities to their physical structure. Think about the building perimeter for a
    small credit union. This type of institution may not have a full-time security guard, so the institution needs to
    observe the teller lanes, back-door entries, front-door access, and surrounding streets. A bank robber could
    identify these factors before performing an act of robbery.

    Organizations can protect assets with physical parameters, technical devices, and established procedures.
    Physical controls refer to the presence of physical deterrents to ensure the security of the perimeter or
    environment (buildings’ structures and server rooms) containing information and information systems. These
    controls are meant to stop unauthorized personnel from gaining access to buildings (fire escapes, back
    doors); the use of locks on offices, server rooms, and other sensitive areas challenge those who are not
    supposed to have access to restricted areas. Technical security relies on security measures that employ
    technology in some way. Usually, they are related to computers and software techniques, but they can
    equally apply to technical systems or locks such as biometric techniques and authorized electronic card
    access.

    UNIT VII STUDY GUIDE
    Understanding the Physical Security

    SEC 4303, IS Security Policy Analysis 2

    UNIT x STUDY GUIDE
    Title

    Layer Defense Model

    Layered defense strategies can help protect organizations and
    prevent unauthorized access. This concept can also hold true
    when referring to physical security. If an intruder feels the
    process is rather difficult to enter a location, then he or she may
    decide to move to another organization or extend the
    reconnaissance to identify the access areas. Think about the
    security controls you have in place at your residence. Most
    residences have locks on the doors and windows and maybe
    pets to help deter potential dangers. We can also enhance the
    security by adding cameras and alarm systems along with
    decals and signage stating the home is protected by a
    particular vendor. This certainly places some fear in the
    criminal's mind, so security becomes a psychological aspect for
    both the resident and criminal. Obviously, this is positive for the
    resident and negative for the criminal.

    As with any organization, the physical aspect is usually the first entry point because it can be as simple as
    driving to the location. An organization’s location certainly dictates the level of security along with the
    sensitivity of the data in the systems. You see many commercial buildings providing statistics on the crime
    rates in the area when the facility is for sale. This information is needed because the monthly expenses can
    increase depending on the level of security needed. Location-based threats that need to be evaluated include
    political stability, susceptibility to terrorism, the crime rate, adjacent buildings, roadways, flight paths, utility
    stability, and vulnerability to natural disasters (Santos, 2019). The protective strategies we can use are lights,
    gates, locks, card readers, security guards, alarms, and cameras to detect and deter criminals. An obvious
    deterrent would be security guards because they are very visible and can walk the facility. Organizations
    determine the types of facility guards needed; this might include professional physical security staff or other
    personnel such as administrative staff or information system users (NIST, n.d.). A seasoned criminal can
    easily observe these security personnel, so it demonstrates the importance of physical security for the
    organization. It is also good to test new strategies throughout the year so the security parameters are
    constantly changing, causing the criminal not to be able to plan for an intrusion.

    The entry or main door is the focal point of most organizations.
    As for the facility entry, we can have employee locks, ID cards,
    kiosks, and security guards. We also have personnel there to
    address questions from visitors signing in for a visitor badge.
    This is usually the area where criminals use piggybacking
    because of the traffic and activity, especially when work begins
    for the day. Piggybacking is the process of walking behind a
    current employee when entering a building and using their
    access card or existence as a means to enter the building. A
    helpful employee may hold the door open for a criminal thinking
    this individual is an employee of the organization. This happens
    more at larger organizations because most employees at larger
    facilities do not know every employee of the organization.
    Therefore, it is extremely important that the front desk personnel
    enforce the physical security policies for the employees of the
    organization. An employee needs to know what actions to take if
    someone follows behind him or her without swiping a badge. The
    organization also needs another set of eyes on the entry point to
    ensure piggybacking does not occur.

    If we review earlier units regarding human resources, then we can see why background checks are so
    important. We need to hire personnel with strong ethics and integrity to ensure they are following policies and
    protecting the organization. If an employee fails to shut a back door or lets a friend with questionable
    intentions enter the facility, it can be extremely dangerous for the organization. The friend may not want to
    access the network internally to collect information but may want simply to steal equipment. We have also
    seen a dramatic increase in shootings, so physical security policies need to be followed by every employee.

    Security cameras can prevent unauthorized access.
    (Neurolink, 2017)

    Security guards act as deterrents to crime
    (McGuire, 2015)

    SEC 4303, IS Security Policy Analysis 3

    UNIT x STUDY GUIDE
    Title

    The Federal Identity, Credential, and Access Management program provides implementation guidance for
    identity, credential, and access management capabilities for physical access control systems (NIST, 2018).

    One issue that is not always covered under physical security is facility power. If the power goes out, this can
    be damaging to systems, data, and products. Systems need to be protected from power loss, degradation,
    and much power or voltage spikes (Santos, 2019). Power is taken for granted unless you have a major storm
    where everything is down for hours or days, depending on the severity. We have recently seen this with
    hurricanes, so business continuity plans are essential. Let’s take the case where an organization loses power
    for three hours. What type of criminal activity can be performed during this time? Remember, criminals cannot
    anticipate this type of power loss unless they have something to do with the disruption. However, the existing
    employees may take advantage of the power loss for instances of theft or document removal. This can
    certainly happen when camera systems are down and everyone is preoccupied with the event. Unfortunately,
    many organizations do not have policies written to protect the facility during a power loss.

    Organizations may store millions of records that can contain sensitive information. Therefore, if an
    organization plans to dispose of any of the information or older servers with information, they should follow
    stringent data destruction procedures. Additionally, the type of market may also dictate the level of data
    removal strategies that need to be applied. Efficient and effective management of information that is created,
    processed, and stored by an information technology (IT) system throughout its life, from inception through
    disposition, is a primary concern of an information system owner and the custodian of the data (Kissel, Scholl,
    Skolochenko, & Li, 2006). Santos (2019) stated the objective of physical destruction is to render the device or
    the media as unreadable and unusable. Devices and media can be crushed, shredded, or, in the case of hard
    drives, drilled in several locations perpendicular to the platters—penetrating clear through from top to bottom.

    Summary

    In summary, organizations need to review the potential dangers when it comes to physical security. Although
    an organization may have front desk personnel and security systems in place, there are still plenty of ways
    criminals can gain access to the site. We also have to consider the vendors and suppliers that regularly visit
    the sites. An established policy will help enforce the procedures and provide better overall results. It is also
    important to have accountability for each department and employee when it comes to physical security.
    Finally, small organizations have limited budgets, so they have to explore all solutions when it comes to
    security. They may not be able to hire a fulltime security guard, but they can install security cameras. It is not
    as effective, but it can be a deterrent.

    References

    International Organization for Standardization. (n.d.). ISO/IEC 27002:2013.

    https://www.iso.org/standard/54533.html

    Kissel, R., Scholl, M. Skolochenko, S., & Li, X. (2006). Guidelines for media sanitization: Recommendations

    of the National Institute of Standards and Technology (NIST Special Publication 800-88).
    https://ws680.nist.gov/publication/get_pdf.cfm?pub_id=50819

    McGuire, R. (2015). Police, security, safety, protection, crime, guard [Photograph]. Pixabay

    https://pixabay.com/en/police-security-safety-protection-869216/

    National Institute of Standards and Technology. (n.d.). NIST Special Publication 500-53 (Rev. 4).

    https://nvd.nist.gov/800-53/Rev4/control/PE-3

    Neurolink. (2017). Camera, monitoring, protection, security camera [Photograph]. Pixabay

    https://pixabay.com/en/camera-monitoring-protection-2456434/

    Santos, O. (2019). Developing cybersecurity programs and policies (3rd ed.). Pearson .

    – Course Learning Outcomes for Unit VII
    – Reading Assignment
    – Unit Lesson

  • [Solved] Discussion 2

    ✓ Verified Academic Solution Available

    Executive Solution Overview

    – a year ago **files (1)** – ## Response2.docx **## Response2.docx** 100 word response 1 reference/intext citation Due 5/2/2025 Martin The distinction between descriptive and inferential statistics, as I mentioned in my previous assignment evaluating the Crisis Intervention Team program through the …

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    – a year ago

    **files (1)**

    – ## Response2.docx

    **## Response2.docx**

    100 word response 1 reference/intext citation

    Due 5/2/2025

    Martin

    The distinction between descriptive and inferential statistics, as I mentioned in my previous assignment evaluating the Crisis Intervention Team program through the Greenville Police Department, is important to understanding which statistics you will be using to analyze your program’s data. Descriptive statistics summarize and organize data to obtain a better understanding of the data at hand. Some of the descriptive statistics that could be calculated in the CIT program include the average number of arrests before and after the training, the percentage of referrals to mental health services, etc. or the demographic breakdowns of people who encountered mental health crises. Immediate and accessible information on trends in arrest and referral rates or officer participation levels can be provided by these statistics (Vito & Higgins, 2015). For example, inferential statistics help make predictions or generalizations about the population based on the sample. For instance, we use a paired t-test to compare pre- and post-training survey results to determine if observed knowledge or confidence improvements are statistically significant above chance. The statistical inference presented in this form of inference proves that CIT training is effective beyond description (Davoust et al., 2021). Several statistical tools are suitable for conceptualizing and analysis of the CIT program data. Patterns in arrest or referral rates over time can be asked to identify. By crossing tabulation, the relationships between variables like the type of mental health crisis and intervention outcomes could be explored.
    Furthermore, logic models (part of your evaluation framework) visually represent the relationships between program input, activities and outcomes to help stakeholders understand how these statistical discoveries fit with planned results (Vito & Higgins, 2015). In short, the evaluation of the CIT program is based on both descriptive and inferential statistics. Descriptive statistics offer snapshots of performance, while inferential statistics support data-driven decision-making and generalizability of findings.

    **## Response2.docx**

    100 word response 1 reference/intext citation

    Due 5/2/2025

    Martin

    The distinction between descriptive and inferential statistics, as I mentioned in my previous assignment evaluating the Crisis Intervention Team program through the Greenville Police Department, is important to understanding which statistics you will be using to analyze your program’s data. Descriptive statistics summarize and organize data to obtain a better understanding of the data at hand. Some of the descriptive statistics that could be calculated in the CIT program include the average number of arrests before and after the training, the percentage of referrals to mental health services, etc. or the demographic breakdowns of people who encountered mental health crises. Immediate and accessible information on trends in arrest and referral rates or officer participation levels can be provided by these statistics (Vito & Higgins, 2015). For example, inferential statistics help make predictions or generalizations about the population based on the sample. For instance, we use a paired t-test to compare pre- and post-training survey results to determine if observed knowledge or confidence improvements are statistically significant above chance. The statistical inference presented in this form of inference proves that CIT training is effective beyond description (Davoust et al., 2021). Several statistical tools are suitable for conceptualizing and analysis of the CIT program data. Patterns in arrest or referral rates over time can be asked to identify. By crossing tabulation, the relationships between variables like the type of mental health crisis and intervention outcomes could be explored.
    Furthermore, logic models (part of your evaluation framework) visually represent the relationships between program input, activities and outcomes to help stakeholders understand how these statistical discoveries fit with planned results (Vito & Higgins, 2015). In short, the evaluation of the CIT program is based on both descriptive and inferential statistics. Descriptive statistics offer snapshots of performance, while inferential statistics support data-driven decision-making and generalizability of findings.

  • [Solved] Data Analysis 4

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    Create an 5-7 slide PowerPoint presentation with detailed speaker notes about the statistical results with a recommendation and plan of action for health system leadership. In your speaker notes, include the details for a recommendation to determine what decision and plan of action to make for the s…

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    Create an 5-7 slide PowerPoint presentation with detailed speaker notes about the statistical results with a recommendation and plan of action for health system leadership. In your speaker notes, include the details for a recommendation to determine what decision and plan of action to make for the scenario that is based upon your data analysis and supported with scholarly literature.

    – a year ago

  • [Solved] Data Analysis 3

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    Perform multiple regression on the relationship between hospital costs and patient age, risk factors, and patient satisfaction scores, and then generate a prediction to support this healthcare decision. Write a 3-4 page analysis of the results in a Word document that includes a recommendation and a …

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    Perform multiple regression on the relationship between hospital costs and patient age, risk factors, and patient satisfaction scores, and then generate a prediction to support this healthcare decision. Write a 3-4 page analysis of the results in a Word document that includes a recommendation and a plan of action, and insert the test results into this document.

    – a year ago

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    Perform hypothesis testing on the differences between two groups and create an Excel document. Write a 2-3 page analysis of the results in a Word document that includes a recommendation and a plan of action, and insert the results into this document. – a year ago

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    Perform hypothesis testing on the differences between two groups and create an Excel document. Write a 2-3 page analysis of the results in a Word document that includes a recommendation and a plan of action, and insert the results into this document.

    – a year ago

  • [Solved] Data analysis 1

    ✓ Verified Academic Solution Available

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    Create a descriptive statistics table and histogram for one of the three variables in a data set. Write a 2-3 page recommendation and plan of action in a Word document and insert the table and histogram graphic into this document. Submit both the Word document and the Excel file that shows the descr…

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    Create a descriptive statistics table and histogram for one of the three variables in a data set. Write a 2-3 page recommendation and plan of action in a Word document and insert the table and histogram graphic into this document. Submit both the Word document and the Excel file that shows the descriptive statistics output.

    – a year ago

  • [Solved] criminal intent

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    [>Criminal homework help](https://www.sweetstudy.com/fields/law-criminal) – a year ago

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  • [Solved] MKT 5301_DB5

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    [>Management homework help](https://www.sweetstudy.com/fields/business-finance-management) – a year ago **files (3)** – ## UnitVMarketingSpotlightTheRitz-Carlton.pdf – ## AdvancedMarketingMKT5301UnitVDB.docx – ## UnitVStudyGuide.pdf **## UnitVMarketingSpotlightTheRitz-Carlton.pdf** Printed by: melis…

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    – a year ago

    **files (3)**

    – ## UnitVMarketingSpotlightTheRitz-Carlton.pdf

    – ## AdvancedMarketingMKT5301UnitVDB.docx

    – ## UnitVStudyGuide.pdf

    **## UnitVMarketingSpotlightTheRitz-Carlton.pdf**

    Printed by: melissabunn24@gmail.com. Printing is for personal, private use only. No part of this book may be
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    Printed by: melissabunn24@gmail.com. Printing is for personal, private use only. No part of this book may be
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    Printed by: melissabunn24@gmail.com. Printing is for personal, private use only. No part of this book may be
    reproduced or transmitted without publisher's prior permission. Violators will be prosecuted.

    **## AdvancedMarketingMKT5301UnitVDB.docx**

    2

    Advanced Marketing MKT 5301

    Unit V

    Review the Marketing Spotlight: The Ritz-Carlton case study in Chapter 9 of your textbook. Bring another hotel into the discussion (either a competitor of Ritz-Carlton or not), and discuss how they maintain their brand promise to their customer base (i.e., their target market). Make certain to select a hotel that has not already been mentioned.

    • Should be at least 300 words in length.

    • Should include at least one APA-formatted scholarly, professional, or textbook reference with accompanying in-text citation to support any paraphrased, summarized, or quoted material.

    **Course Textbook(s)**

    Kotler, P., Keller, K. L., & Chernev, A. (2022).
    _Marketing management_(16th ed.). Pearson.

    https://online.vitalsource.com/#/books/9780135887035

    **## UnitVStudyGuide.pdf**

    MKT 5301, Advanced Marketing 1

    Course Learning Outcomes for Unit V

    Upon completion of this unit, students should be able to:

    3. Analyze the use of marketing strategies in the management of global customer brand equity.
    3.6 Assess whether a company holds a competitive advantage.

    3. Compare the development of innovative new products on competitive product strategies.

    4.2 Examine how innovative new product development impacts a marketing strategy.
    4.3 Contrast competitive companies’ marketing and product strategies.

    Required Unit Resources

    Chapter 8: Designing and Managing Products

    Chapter 9: Designing and Managing Services—Read the following sections:

    • The Nature of Services
    • The New Services Realities

    Unit Lesson

    What do you think about when you hear product offering? Your first reaction is probably a mental picture of
    the physical product itself. While this is a part of the product offering, it goes beyond this to also include
    services, quality of the product, installation, warranty, delivery, packaging, and the brand.

    Within the product offering, differentiation is a key element in order to maintain a competitive advantage with
    respect to the product. Kotler and Keller (2016) discuss aspects of product differentiation on p. 371 of the
    textbook. Companies absolutely need to maintain a differentiated product in order to provide consumers with
    the rationale for purchasing your product over the competitors’ products. As consumers review each of these
    differentiating elements within the product category, they determine whether these factors carry a higher
    value proposition than the product’s competitors.

    Packaging plays an important role in the product strategy. It not only protects the product but also enhances
    it. This is accomplished by sending a message with the end goal to influence the purchase. Additionally,
    packaging provides necessary information about the product to not only align with regulatory agencies’ rules
    about ingredients but also to expedite the buying process. This might be accomplished with the use of
    Universal Product Codes (UPCs) that allow for fast scanning of multiple products and work as an accurate
    and timely system of inventory management. Take a moment to view the video Out of the Box Samsung.mp4
    (transcript for Out of the Box Samsung.mp4 video).

    In the video, the target market is an older demographic who might struggle with putting together and operating
    a new cell phone. The packaging mimics packages with which this elderly demographic is typically quite
    familiar.

    In earlier units, there was an introduction to brand management, which uses marketing techniques to increase
    the perceived value of a product or service over time. This perception is driven by multiple factors including
    the quality of the product or service, pricing, and distribution techniques, as well as the packaging strategies.
    Marketing managers work very hard to protect their brand to ensure this positive perception. Their goal is to
    ensure that every use of their name, logo, or message aligns with the overall company persona they are
    looking to project. This supports the concept of integrated marketing communications (IMC). Marketing
    managers are also striving for the target market to develop a relationship with the brand, leading to brand

    UNIT V STUDY GUIDE
    Managing Innovative Product
    and Service Offerings

    MKT 5301, Advanced Marketing 2

    UNIT x STUDY GUIDE
    Title

    preference. Communication is essential in this relationship as the company is looking to build trust with the
    target market as they continue to reinforce the product or service brand personality.

    Product managers or brand managers within large corporations are involved with the oversight associated
    with this product system, which is defined as a group of related products that are somewhat compatible with
    each other. Conversely, the product mix or product assortment refer to all of the products the company offers.
    Decisions are executed on the width of the product mix, which equates to how many different product lines
    the company will offer. Another area of consideration is that of the length of the product line, which looks at
    the number of items in the product mix. The depth is also considered, which looks at how many different
    options are offered for each product. Finally, the consistency analyzes how related the products actually are
    to one another.

    As the world continues to be more competitive and society becomes more time poor, companies look to
    differentiate their product offerings based on the services provided. This could be as simple as on-time
    delivery or a faster response time to inquiries. At the end of the day, it is all about providing the customer with
    services that the particular target market desires, which will build a lasting relationship with the company and
    brand. As discussed in Chapter 8 of the textbook, products can be made up of 100% tangible goods, such as
    a box of Kleenex or a loaf of bread. Alternatively, services can make up 100% of a brand, such as hair styling
    or an athletic club membership. There is also a blend where a physical product is provided in conjunction with
    a service. An example of this might be a restaurant where you receive the actual food, and the service
    provided is the cooking and serving of the food.

    The United States has become an increasingly heavy service-based society. Government, nonprofit,
    business, and manufacturing sectors have all added to this situation. Each of these areas has seen an
    increase in the service side of their business. Employment in professional and business services alone has
    averaged up to 47,000 each month in 2018 and 34,000 each month in 2019 (U.S. Bureau of Labor Statistics,
    2019).

    What is your favorite new product that a company has offered lately? Do you remember the can koozies, as
    shown in the image below? They would sometimes fit on your drink of choice and sometimes would not. They
    most certainly did not work on bottles.

    (AWesleyFord, n.d.)

    This Freaker USA website displays a new product that serves a similar purpose (to keep drinks cool), but the
    product fits on containers of any size, and the product is available in a plethora of unique designs.

    Besides being an innovative product, read the story of the aforementioned product, and review some of the
    video marketing techniques. A word of warning—the company may be off-the-wall, but their marketing is most
    certainly effective.

    MKT 5301, Advanced Marketing 3

    UNIT x STUDY GUIDE
    Title

    One example of a mature product offering is laundry detergent. Tide came up with the Tide Pods concept,
    which is a small, dissolvable, single-use package of detergent. While this product costs the consumers about
    25% more per load, the question remains regarding whether the value of convenience is worth the extra cost
    (Glazer, 2012). Other products come about with respect to our need to be green and sustainable. Still, other
    innovative ideas are created through the need for continued medical advancements.

    After a new product is commercialized, it moves through what is called a product life cycle. This cycle
    describes the changes that the new product goes through and how sales are impacted at each stage. With
    this in mind, the marketing efforts at each stage must also change. Take a look at the product life cycle and
    the characteristics associated with each stage.

    Each stage has unique characteristics; therefore, the wise marketer will exert different efforts at each stage.
    Within the market introduction area, the content of the marketing should be informational and intense as the
    consumer does not necessarily even know about the product offering. In the growth stage, the customer
    knows about the product but now has the option of choosing from your competitors. The marketing content at
    this stage should include facts that differentiate your product offering from the competitors’ products. During
    the marketing maturity stage, the content should continue to influence and maintain a bit of goodwill in order
    to maintain past customers. Finally, during the sales decline, marketing content should include incentives for
    coming back to your product and possibly include price reductions such as buy-one-get-one-free deals.

    Before a product or service gets to the point of commercialization, the company moves through a new product
    development process to ensure the idea is worth bringing to commercialization. This begins with idea
    generation where the product or service idea is formulated. These ideas come from a variety of different
    places, beginning with market research, customers or users, competitors, other markets, employees,
    suppliers, wholesalers, distributors, and even family members.

    The next step in the process is the screening, which involves an evaluation process that might include a
    SWOT (strengths, weaknesses, opportunities, and threats) analysis, which was discussed earlier in this
    course. The idea here is to ascertain if this new product or service idea really fits with the company objectives
    and market trends.

    MKT 5301, Advanced Marketing 4

    UNIT x STUDY GUIDE
    Title

    The third step is the idea evaluation where the sophisticated evaluation process begins. This might involve
    concept testing or even focus-group research of customers to understand their reactions to this new
    product/service idea. Additionally, rough estimates of costs, sales, and projected profits will be analyzed.

    The next stage is that of development where a prototype is put together to see if the product is a viable
    product. If the new product is a service, the details of the training of staff and the sequencing of the process
    will be compiled for review. During this stage, research and development is critical as the product
    specifications are analyzed and the viability of the product or service is finalized.

    As expected, final edits on the return-on-investment (ROI) numbers are also compiled. If the product has
    made it through all of these stages, the product is commercialized. Remember, the purpose of the new
    product development process is to remove or edit the new product or service as it moves through each stage.
    As the product or service moves from one stage to another, it costs the company money with respect to
    resources in the development. If the product is not a viable product, the company would prefer to stop the
    process before it makes it through the process and is commercialized. At commercialization, the product is
    finalized, and production begins. The marketing plan is implemented, and the final ROI numbers are
    submitted. At this point, the product begins the product life cycle discussed earlier in this lesson.

    Up to this point, the discussion of innovation and new product development has been vertical in nature. The
    reality is that innovation and new product development should be combined in one collaborative effort.
    Marketing managers need to begin with a focused and actionable vision to provide the roadmap to innovation.
    To maximize innovative creativity with the new product development ideas, objectives should be initiated by
    multiple functional areas of the business. Examples could include the marketing department compiling a
    strategy to penetrate a new market segment. Research and development (R&D) could drive innovation of a
    new technology that disrupts the capabilities of the product and the industry as a whole. Apple products are a
    good example of this. Through this process, measurement metrics need to be agreed on and established to
    ensure the appropriate ROI on new product innovations.

    Conclusion

    New products should represent a value proposition to the consumer. Innovation is key to the development of
    products and services that will disrupt the industry and validate profit maximization. Investing the time in
    properly aligning new products with the brand identity will protect the brand, ensuring appropriate brand and
    product management.

    MKT 5301, Advanced Marketing 5

    UNIT x STUDY GUIDE
    Title

    References

    AWesleyFord. (n.d.). ID 39480122 [Illustration]. Dreamstime. https://www.dreamstime.com/stock-

    photography-aluminum-can-koozie-illustration-great-mock-ups-image39480122

    Glazer, E. (2012, February 23). Tide rides convenience wave: Procter & Gamble bets consumers will pay

    more for premeasured detergent. Wall Street Journal.
    https://www.wsj.com/articles/SB10001424052970204778604577239350705596884

    Kotler, P., Keller, K. L., & Chernev, A. (2022). Marketing management (16th ed.). Pearson.

    https://bookshelf.vitalsource.com/#/books/9780135887035

    U.S. Bureau of Labor Statistics. (2019). Current employment statistic highlights.

    https://www.bls.gov/ces/publications/highlights/2019/current-employment-statistics-highlights-08-
    2019.pdf

    Suggested Unit Resources

    You are encouraged to review the chapter below, which will provide additional details on topics covered in the
    unit lesson regarding new market offerings.

    Chapter 18: Developing New Market Offerings

    **## UnitVStudyGuide.pdf**

    MKT 5301, Advanced Marketing 1

    Course Learning Outcomes for Unit V

    Upon completion of this unit, students should be able to:

    3. Analyze the use of marketing strategies in the management of global customer brand equity.
    3.6 Assess whether a company holds a competitive advantage.

    3. Compare the development of innovative new products on competitive product strategies.

    4.2 Examine how innovative new product development impacts a marketing strategy.
    4.3 Contrast competitive companies’ marketing and product strategies.

    Required Unit Resources

    Chapter 8: Designing and Managing Products

    Chapter 9: Designing and Managing Services—Read the following sections:

    • The Nature of Services
    • The New Services Realities

    Unit Lesson

    What do you think about when you hear product offering? Your first reaction is probably a mental picture of
    the physical product itself. While this is a part of the product offering, it goes beyond this to also include
    services, quality of the product, installation, warranty, delivery, packaging, and the brand.

    Within the product offering, differentiation is a key element in order to maintain a competitive advantage with
    respect to the product. Kotler and Keller (2016) discuss aspects of product differentiation on p. 371 of the
    textbook. Companies absolutely need to maintain a differentiated product in order to provide consumers with
    the rationale for purchasing your product over the competitors’ products. As consumers review each of these
    differentiating elements within the product category, they determine whether these factors carry a higher
    value proposition than the product’s competitors.

    Packaging plays an important role in the product strategy. It not only protects the product but also enhances
    it. This is accomplished by sending a message with the end goal to influence the purchase. Additionally,
    packaging provides necessary information about the product to not only align with regulatory agencies’ rules
    about ingredients but also to expedite the buying process. This might be accomplished with the use of
    Universal Product Codes (UPCs) that allow for fast scanning of multiple products and work as an accurate
    and timely system of inventory management. Take a moment to view the video Out of the Box Samsung.mp4
    (transcript for Out of the Box Samsung.mp4 video).

    In the video, the target market is an older demographic who might struggle with putting together and operating
    a new cell phone. The packaging mimics packages with which this elderly demographic is typically quite
    familiar.

    In earlier units, there was an introduction to brand management, which uses marketing techniques to increase
    the perceived value of a product or service over time. This perception is driven by multiple factors including
    the quality of the product or service, pricing, and distribution techniques, as well as the packaging strategies.
    Marketing managers work very hard to protect their brand to ensure this positive perception. Their goal is to
    ensure that every use of their name, logo, or message aligns with the overall company persona they are
    looking to project. This supports the concept of integrated marketing communications (IMC). Marketing
    managers are also striving for the target market to develop a relationship with the brand, leading to brand

    UNIT V STUDY GUIDE
    Managing Innovative Product
    and Service Offerings

    MKT 5301, Advanced Marketing 2

    UNIT x STUDY GUIDE
    Title

    preference. Communication is essential in this relationship as the company is looking to build trust with the
    target market as they continue to reinforce the product or service brand personality.

    Product managers or brand managers within large corporations are involved with the oversight associated
    with this product system, which is defined as a group of related products that are somewhat compatible with
    each other. Conversely, the product mix or product assortment refer to all of the products the company offers.
    Decisions are executed on the width of the product mix, which equates to how many different product lines
    the company will offer. Another area of consideration is that of the length of the product line, which looks at
    the number of items in the product mix. The depth is also considered, which looks at how many different
    options are offered for each product. Finally, the consistency analyzes how related the products actually are
    to one another.

    As the world continues to be more competitive and society becomes more time poor, companies look to
    differentiate their product offerings based on the services provided. This could be as simple as on-time
    delivery or a faster response time to inquiries. At the end of the day, it is all about providing the customer with
    services that the particular target market desires, which will build a lasting relationship with the company and
    brand. As discussed in Chapter 8 of the textbook, products can be made up of 100% tangible goods, such as
    a box of Kleenex or a loaf of bread. Alternatively, services can make up 100% of a brand, such as hair styling
    or an athletic club membership. There is also a blend where a physical product is provided in conjunction with
    a service. An example of this might be a restaurant where you receive the actual food, and the service
    provided is the cooking and serving of the food.

    The United States has become an increasingly heavy service-based society. Government, nonprofit,
    business, and manufacturing sectors have all added to this situation. Each of these areas has seen an
    increase in the service side of their business. Employment in professional and business services alone has
    averaged up to 47,000 each month in 2018 and 34,000 each month in 2019 (U.S. Bureau of Labor Statistics,
    2019).

    What is your favorite new product that a company has offered lately? Do you remember the can koozies, as
    shown in the image below? They would sometimes fit on your drink of choice and sometimes would not. They
    most certainly did not work on bottles.

    (AWesleyFord, n.d.)

    This Freaker USA website displays a new product that serves a similar purpose (to keep drinks cool), but the
    product fits on containers of any size, and the product is available in a plethora of unique designs.

    Besides being an innovative product, read the story of the aforementioned product, and review some of the
    video marketing techniques. A word of warning—the company may be off-the-wall, but their marketing is most
    certainly effective.

    MKT 5301, Advanced Marketing 3

    UNIT x STUDY GUIDE
    Title

    One example of a mature product offering is laundry detergent. Tide came up with the Tide Pods concept,
    which is a small, dissolvable, single-use package of detergent. While this product costs the consumers about
    25% more per load, the question remains regarding whether the value of convenience is worth the extra cost
    (Glazer, 2012). Other products come about with respect to our need to be green and sustainable. Still, other
    innovative ideas are created through the need for continued medical advancements.

    After a new product is commercialized, it moves through what is called a product life cycle. This cycle
    describes the changes that the new product goes through and how sales are impacted at each stage. With
    this in mind, the marketing efforts at each stage must also change. Take a look at the product life cycle and
    the characteristics associated with each stage.

    Each stage has unique characteristics; therefore, the wise marketer will exert different efforts at each stage.
    Within the market introduction area, the content of the marketing should be informational and intense as the
    consumer does not necessarily even know about the product offering. In the growth stage, the customer
    knows about the product but now has the option of choosing from your competitors. The marketing content at
    this stage should include facts that differentiate your product offering from the competitors’ products. During
    the marketing maturity stage, the content should continue to influence and maintain a bit of goodwill in order
    to maintain past customers. Finally, during the sales decline, marketing content should include incentives for
    coming back to your product and possibly include price reductions such as buy-one-get-one-free deals.

    Before a product or service gets to the point of commercialization, the company moves through a new product
    development process to ensure the idea is worth bringing to commercialization. This begins with idea
    generation where the product or service idea is formulated. These ideas come from a variety of different
    places, beginning with market research, customers or users, competitors, other markets, employees,
    suppliers, wholesalers, distributors, and even family members.

    The next step in the process is the screening, which involves an evaluation process that might include a
    SWOT (strengths, weaknesses, opportunities, and threats) analysis, which was discussed earlier in this
    course. The idea here is to ascertain if this new product or service idea really fits with the company objectives
    and market trends.

    MKT 5301, Advanced Marketing 4

    UNIT x STUDY GUIDE
    Title

    The third step is the idea evaluation where the sophisticated evaluation process begins. This might involve
    concept testing or even focus-group research of customers to understand their reactions to this new
    product/service idea. Additionally, rough estimates of costs, sales, and projected profits will be analyzed.

    The next stage is that of development where a prototype is put together to see if the product is a viable
    product. If the new product is a service, the details of the training of staff and the sequencing of the process
    will be compiled for review. During this stage, research and development is critical as the product
    specifications are analyzed and the viability of the product or service is finalized.

    As expected, final edits on the return-on-investment (ROI) numbers are also compiled. If the product has
    made it through all of these stages, the product is commercialized. Remember, the purpose of the new
    product development process is to remove or edit the new product or service as it moves through each stage.
    As the product or service moves from one stage to another, it costs the company money with respect to
    resources in the development. If the product is not a viable product, the company would prefer to stop the
    process before it makes it through the process and is commercialized. At commercialization, the product is
    finalized, and production begins. The marketing plan is implemented, and the final ROI numbers are
    submitted. At this point, the product begins the product life cycle discussed earlier in this lesson.

    Up to this point, the discussion of innovation and new product development has been vertical in nature. The
    reality is that innovation and new product development should be combined in one collaborative effort.
    Marketing managers need to begin with a focused and actionable vision to provide the roadmap to innovation.
    To maximize innovative creativity with the new product development ideas, objectives should be initiated by
    multiple functional areas of the business. Examples could include the marketing department compiling a
    strategy to penetrate a new market segment. Research and development (R&D) could drive innovation of a
    new technology that disrupts the capabilities of the product and the industry as a whole. Apple products are a
    good example of this. Through this process, measurement metrics need to be agreed on and established to
    ensure the appropriate ROI on new product innovations.

    Conclusion

    New products should represent a value proposition to the consumer. Innovation is key to the development of
    products and services that will disrupt the industry and validate profit maximization. Investing the time in
    properly aligning new products with the brand identity will protect the brand, ensuring appropriate brand and
    product management.

    MKT 5301, Advanced Marketing 5

    UNIT x STUDY GUIDE
    Title

    References

    AWesleyFord. (n.d.). ID 39480122 [Illustration]. Dreamstime. https://www.dreamstime.com/stock-

    photography-aluminum-can-koozie-illustration-great-mock-ups-image39480122

    Glazer, E. (2012, February 23). Tide rides convenience wave: Procter & Gamble bets consumers will pay

    more for premeasured detergent. Wall Street Journal.
    https://www.wsj.com/articles/SB10001424052970204778604577239350705596884

    Kotler, P., Keller, K. L., & Chernev, A. (2022). Marketing management (16th ed.). Pearson.

    https://bookshelf.vitalsource.com/#/books/9780135887035

    U.S. Bureau of Labor Statistics. (2019). Current employment statistic highlights.

    https://www.bls.gov/ces/publications/highlights/2019/current-employment-statistics-highlights-08-
    2019.pdf

    Suggested Unit Resources

    You are encouraged to review the chapter below, which will provide additional details on topics covered in the
    unit lesson regarding new market offerings.

    Chapter 18: Developing New Market Offerings

    **## UnitVMarketingSpotlightTheRitz-Carlton.pdf**

    Printed by: melissabunn24@gmail.com. Printing is for personal, private use only. No part of this book may be
    reproduced or transmitted without publisher's prior permission. Violators will be prosecuted.

    Printed by: melissabunn24@gmail.com. Printing is for personal, private use only. No part of this book may be
    reproduced or transmitted without publisher's prior permission. Violators will be prosecuted.

    Printed by: melissabunn24@gmail.com. Printing is for personal, private use only. No part of this book may be
    reproduced or transmitted without publisher's prior permission. Violators will be prosecuted.

    **## AdvancedMarketingMKT5301UnitVDB.docx**

    2

    Advanced Marketing MKT 5301

    Unit V

    Review the Marketing Spotlight: The Ritz-Carlton case study in Chapter 9 of your textbook. Bring another hotel into the discussion (either a competitor of Ritz-Carlton or not), and discuss how they maintain their brand promise to their customer base (i.e., their target market). Make certain to select a hotel that has not already been mentioned.

    • Should be at least 300 words in length.

    • Should include at least one APA-formatted scholarly, professional, or textbook reference with accompanying in-text citation to support any paraphrased, summarized, or quoted material.

    **Course Textbook(s)**

    Kotler, P., Keller, K. L., & Chernev, A. (2022).
    _Marketing management_(16th ed.). Pearson.

    https://online.vitalsource.com/#/books/9780135887035

    **## UnitVStudyGuide.pdf**

    MKT 5301, Advanced Marketing 1

    Course Learning Outcomes for Unit V

    Upon completion of this unit, students should be able to:

    3. Analyze the use of marketing strategies in the management of global customer brand equity.
    3.6 Assess whether a company holds a competitive advantage.

    3. Compare the development of innovative new products on competitive product strategies.

    4.2 Examine how innovative new product development impacts a marketing strategy.
    4.3 Contrast competitive companies’ marketing and product strategies.

    Required Unit Resources

    Chapter 8: Designing and Managing Products

    Chapter 9: Designing and Managing Services—Read the following sections:

    • The Nature of Services
    • The New Services Realities

    Unit Lesson

    What do you think about when you hear product offering? Your first reaction is probably a mental picture of
    the physical product itself. While this is a part of the product offering, it goes beyond this to also include
    services, quality of the product, installation, warranty, delivery, packaging, and the brand.

    Within the product offering, differentiation is a key element in order to maintain a competitive advantage with
    respect to the product. Kotler and Keller (2016) discuss aspects of product differentiation on p. 371 of the
    textbook. Companies absolutely need to maintain a differentiated product in order to provide consumers with
    the rationale for purchasing your product over the competitors’ products. As consumers review each of these
    differentiating elements within the product category, they determine whether these factors carry a higher
    value proposition than the product’s competitors.

    Packaging plays an important role in the product strategy. It not only protects the product but also enhances
    it. This is accomplished by sending a message with the end goal to influence the purchase. Additionally,
    packaging provides necessary information about the product to not only align with regulatory agencies’ rules
    about ingredients but also to expedite the buying process. This might be accomplished with the use of
    Universal Product Codes (UPCs) that allow for fast scanning of multiple products and work as an accurate
    and timely system of inventory management. Take a moment to view the video Out of the Box Samsung.mp4
    (transcript for Out of the Box Samsung.mp4 video).

    In the video, the target market is an older demographic who might struggle with putting together and operating
    a new cell phone. The packaging mimics packages with which this elderly demographic is typically quite
    familiar.

    In earlier units, there was an introduction to brand management, which uses marketing techniques to increase
    the perceived value of a product or service over time. This perception is driven by multiple factors including
    the quality of the product or service, pricing, and distribution techniques, as well as the packaging strategies.
    Marketing managers work very hard to protect their brand to ensure this positive perception. Their goal is to
    ensure that every use of their name, logo, or message aligns with the overall company persona they are
    looking to project. This supports the concept of integrated marketing communications (IMC). Marketing
    managers are also striving for the target market to develop a relationship with the brand, leading to brand

    UNIT V STUDY GUIDE
    Managing Innovative Product
    and Service Offerings

    MKT 5301, Advanced Marketing 2

    UNIT x STUDY GUIDE
    Title

    preference. Communication is essential in this relationship as the company is looking to build trust with the
    target market as they continue to reinforce the product or service brand personality.

    Product managers or brand managers within large corporations are involved with the oversight associated
    with this product system, which is defined as a group of related products that are somewhat compatible with
    each other. Conversely, the product mix or product assortment refer to all of the products the company offers.
    Decisions are executed on the width of the product mix, which equates to how many different product lines
    the company will offer. Another area of consideration is that of the length of the product line, which looks at
    the number of items in the product mix. The depth is also considered, which looks at how many different
    options are offered for each product. Finally, the consistency analyzes how related the products actually are
    to one another.

    As the world continues to be more competitive and society becomes more time poor, companies look to
    differentiate their product offerings based on the services provided. This could be as simple as on-time
    delivery or a faster response time to inquiries. At the end of the day, it is all about providing the customer with
    services that the particular target market desires, which will build a lasting relationship with the company and
    brand. As discussed in Chapter 8 of the textbook, products can be made up of 100% tangible goods, such as
    a box of Kleenex or a loaf of bread. Alternatively, services can make up 100% of a brand, such as hair styling
    or an athletic club membership. There is also a blend where a physical product is provided in conjunction with
    a service. An example of this might be a restaurant where you receive the actual food, and the service
    provided is the cooking and serving of the food.

    The United States has become an increasingly heavy service-based society. Government, nonprofit,
    business, and manufacturing sectors have all added to this situation. Each of these areas has seen an
    increase in the service side of their business. Employment in professional and business services alone has
    averaged up to 47,000 each month in 2018 and 34,000 each month in 2019 (U.S. Bureau of Labor Statistics,
    2019).

    What is your favorite new product that a company has offered lately? Do you remember the can koozies, as
    shown in the image below? They would sometimes fit on your drink of choice and sometimes would not. They
    most certainly did not work on bottles.

    (AWesleyFord, n.d.)

    This Freaker USA website displays a new product that serves a similar purpose (to keep drinks cool), but the
    product fits on containers of any size, and the product is available in a plethora of unique designs.

    Besides being an innovative product, read the story of the aforementioned product, and review some of the
    video marketing techniques. A word of warning—the company may be off-the-wall, but their marketing is most
    certainly effective.

    MKT 5301, Advanced Marketing 3

    UNIT x STUDY GUIDE
    Title

    One example of a mature product offering is laundry detergent. Tide came up with the Tide Pods concept,
    which is a small, dissolvable, single-use package of detergent. While this product costs the consumers about
    25% more per load, the question remains regarding whether the value of convenience is worth the extra cost
    (Glazer, 2012). Other products come about with respect to our need to be green and sustainable. Still, other
    innovative ideas are created through the need for continued medical advancements.

    After a new product is commercialized, it moves through what is called a product life cycle. This cycle
    describes the changes that the new product goes through and how sales are impacted at each stage. With
    this in mind, the marketing efforts at each stage must also change. Take a look at the product life cycle and
    the characteristics associated with each stage.

    Each stage has unique characteristics; therefore, the wise marketer will exert different efforts at each stage.
    Within the market introduction area, the content of the marketing should be informational and intense as the
    consumer does not necessarily even know about the product offering. In the growth stage, the customer
    knows about the product but now has the option of choosing from your competitors. The marketing content at
    this stage should include facts that differentiate your product offering from the competitors’ products. During
    the marketing maturity stage, the content should continue to influence and maintain a bit of goodwill in order
    to maintain past customers. Finally, during the sales decline, marketing content should include incentives for
    coming back to your product and possibly include price reductions such as buy-one-get-one-free deals.

    Before a product or service gets to the point of commercialization, the company moves through a new product
    development process to ensure the idea is worth bringing to commercialization. This begins with idea
    generation where the product or service idea is formulated. These ideas come from a variety of different
    places, beginning with market research, customers or users, competitors, other markets, employees,
    suppliers, wholesalers, distributors, and even family members.

    The next step in the process is the screening, which involves an evaluation process that might include a
    SWOT (strengths, weaknesses, opportunities, and threats) analysis, which was discussed earlier in this
    course. The idea here is to ascertain if this new product or service idea really fits with the company objectives
    and market trends.

    MKT 5301, Advanced Marketing 4

    UNIT x STUDY GUIDE
    Title

    The third step is the idea evaluation where the sophisticated evaluation process begins. This might involve
    concept testing or even focus-group research of customers to understand their reactions to this new
    product/service idea. Additionally, rough estimates of costs, sales, and projected profits will be analyzed.

    The next stage is that of development where a prototype is put together to see if the product is a viable
    product. If the new product is a service, the details of the training of staff and the sequencing of the process
    will be compiled for review. During this stage, research and development is critical as the product
    specifications are analyzed and the viability of the product or service is finalized.

    As expected, final edits on the return-on-investment (ROI) numbers are also compiled. If the product has
    made it through all of these stages, the product is commercialized. Remember, the purpose of the new
    product development process is to remove or edit the new product or service as it moves through each stage.
    As the product or service moves from one stage to another, it costs the company money with respect to
    resources in the development. If the product is not a viable product, the company would prefer to stop the
    process before it makes it through the process and is commercialized. At commercialization, the product is
    finalized, and production begins. The marketing plan is implemented, and the final ROI numbers are
    submitted. At this point, the product begins the product life cycle discussed earlier in this lesson.

    Up to this point, the discussion of innovation and new product development has been vertical in nature. The
    reality is that innovation and new product development should be combined in one collaborative effort.
    Marketing managers need to begin with a focused and actionable vision to provide the roadmap to innovation.
    To maximize innovative creativity with the new product development ideas, objectives should be initiated by
    multiple functional areas of the business. Examples could include the marketing department compiling a
    strategy to penetrate a new market segment. Research and development (R&D) could drive innovation of a
    new technology that disrupts the capabilities of the product and the industry as a whole. Apple products are a
    good example of this. Through this process, measurement metrics need to be agreed on and established to
    ensure the appropriate ROI on new product innovations.

    Conclusion

    New products should represent a value proposition to the consumer. Innovation is key to the development of
    products and services that will disrupt the industry and validate profit maximization. Investing the time in
    properly aligning new products with the brand identity will protect the brand, ensuring appropriate brand and
    product management.

    MKT 5301, Advanced Marketing 5

    UNIT x STUDY GUIDE
    Title

    References

    AWesleyFord. (n.d.). ID 39480122 [Illustration]. Dreamstime. https://www.dreamstime.com/stock-

    photography-aluminum-can-koozie-illustration-great-mock-ups-image39480122

    Glazer, E. (2012, February 23). Tide rides convenience wave: Procter & Gamble bets consumers will pay

    more for premeasured detergent. Wall Street Journal.
    https://www.wsj.com/articles/SB10001424052970204778604577239350705596884

    Kotler, P., Keller, K. L., & Chernev, A. (2022). Marketing management (16th ed.). Pearson.

    https://bookshelf.vitalsource.com/#/books/9780135887035

    U.S. Bureau of Labor Statistics. (2019). Current employment statistic highlights.

    https://www.bls.gov/ces/publications/highlights/2019/current-employment-statistics-highlights-08-
    2019.pdf

    Suggested Unit Resources

    You are encouraged to review the chapter below, which will provide additional details on topics covered in the
    unit lesson regarding new market offerings.

    Chapter 18: Developing New Market Offerings

    **## UnitVMarketingSpotlightTheRitz-Carlton.pdf**

    Printed by: melissabunn24@gmail.com. Printing is for personal, private use only. No part of this book may be
    reproduced or transmitted without publisher's prior permission. Violators will be prosecuted.

    Printed by: melissabunn24@gmail.com. Printing is for personal, private use only. No part of this book may be
    reproduced or transmitted without publisher's prior permission. Violators will be prosecuted.

    Printed by: melissabunn24@gmail.com. Printing is for personal, private use only. No part of this book may be
    reproduced or transmitted without publisher's prior permission. Violators will be prosecuted.

    **## AdvancedMarketingMKT5301UnitVDB.docx**

    2

    Advanced Marketing MKT 5301

    Unit V

    Review the Marketing Spotlight: The Ritz-Carlton case study in Chapter 9 of your textbook. Bring another hotel into the discussion (either a competitor of Ritz-Carlton or not), and discuss how they maintain their brand promise to their customer base (i.e., their target market). Make certain to select a hotel that has not already been mentioned.

    • Should be at least 300 words in length.

    • Should include at least one APA-formatted scholarly, professional, or textbook reference with accompanying in-text citation to support any paraphrased, summarized, or quoted material.

    **Course Textbook(s)**

    Kotler, P., Keller, K. L., & Chernev, A. (2022).
    _Marketing management_(16th ed.). Pearson.

    https://online.vitalsource.com/#/books/9780135887035

    **## UnitVStudyGuide.pdf**

    MKT 5301, Advanced Marketing 1

    Course Learning Outcomes for Unit V

    Upon completion of this unit, students should be able to:

    3. Analyze the use of marketing strategies in the management of global customer brand equity.
    3.6 Assess whether a company holds a competitive advantage.

    3. Compare the development of innovative new products on competitive product strategies.

    4.2 Examine how innovative new product development impacts a marketing strategy.
    4.3 Contrast competitive companies’ marketing and product strategies.

    Required Unit Resources

    Chapter 8: Designing and Managing Products

    Chapter 9: Designing and Managing Services—Read the following sections:

    • The Nature of Services
    • The New Services Realities

    Unit Lesson

    What do you think about when you hear product offering? Your first reaction is probably a mental picture of
    the physical product itself. While this is a part of the product offering, it goes beyond this to also include
    services, quality of the product, installation, warranty, delivery, packaging, and the brand.

    Within the product offering, differentiation is a key element in order to maintain a competitive advantage with
    respect to the product. Kotler and Keller (2016) discuss aspects of product differentiation on p. 371 of the
    textbook. Companies absolutely need to maintain a differentiated product in order to provide consumers with
    the rationale for purchasing your product over the competitors’ products. As consumers review each of these
    differentiating elements within the product category, they determine whether these factors carry a higher
    value proposition than the product’s competitors.

    Packaging plays an important role in the product strategy. It not only protects the product but also enhances
    it. This is accomplished by sending a message with the end goal to influence the purchase. Additionally,
    packaging provides necessary information about the product to not only align with regulatory agencies’ rules
    about ingredients but also to expedite the buying process. This might be accomplished with the use of
    Universal Product Codes (UPCs) that allow for fast scanning of multiple products and work as an accurate
    and timely system of inventory management. Take a moment to view the video Out of the Box Samsung.mp4
    (transcript for Out of the Box Samsung.mp4 video).

    In the video, the target market is an older demographic who might struggle with putting together and operating
    a new cell phone. The packaging mimics packages with which this elderly demographic is typically quite
    familiar.

    In earlier units, there was an introduction to brand management, which uses marketing techniques to increase
    the perceived value of a product or service over time. This perception is driven by multiple factors including
    the quality of the product or service, pricing, and distribution techniques, as well as the packaging strategies.
    Marketing managers work very hard to protect their brand to ensure this positive perception. Their goal is to
    ensure that every use of their name, logo, or message aligns with the overall company persona they are
    looking to project. This supports the concept of integrated marketing communications (IMC). Marketing
    managers are also striving for the target market to develop a relationship with the brand, leading to brand

    UNIT V STUDY GUIDE
    Managing Innovative Product
    and Service Offerings

    MKT 5301, Advanced Marketing 2

    UNIT x STUDY GUIDE
    Title

    preference. Communication is essential in this relationship as the company is looking to build trust with the
    target market as they continue to reinforce the product or service brand personality.

    Product managers or brand managers within large corporations are involved with the oversight associated
    with this product system, which is defined as a group of related products that are somewhat compatible with
    each other. Conversely, the product mix or product assortment refer to all of the products the company offers.
    Decisions are executed on the width of the product mix, which equates to how many different product lines
    the company will offer. Another area of consideration is that of the length of the product line, which looks at
    the number of items in the product mix. The depth is also considered, which looks at how many different
    options are offered for each product. Finally, the consistency analyzes how related the products actually are
    to one another.

    As the world continues to be more competitive and society becomes more time poor, companies look to
    differentiate their product offerings based on the services provided. This could be as simple as on-time
    delivery or a faster response time to inquiries. At the end of the day, it is all about providing the customer with
    services that the particular target market desires, which will build a lasting relationship with the company and
    brand. As discussed in Chapter 8 of the textbook, products can be made up of 100% tangible goods, such as
    a box of Kleenex or a loaf of bread. Alternatively, services can make up 100% of a brand, such as hair styling
    or an athletic club membership. There is also a blend where a physical product is provided in conjunction with
    a service. An example of this might be a restaurant where you receive the actual food, and the service
    provided is the cooking and serving of the food.

    The United States has become an increasingly heavy service-based society. Government, nonprofit,
    business, and manufacturing sectors have all added to this situation. Each of these areas has seen an
    increase in the service side of their business. Employment in professional and business services alone has
    averaged up to 47,000 each month in 2018 and 34,000 each month in 2019 (U.S. Bureau of Labor Statistics,
    2019).

    What is your favorite new product that a company has offered lately? Do you remember the can koozies, as
    shown in the image below? They would sometimes fit on your drink of choice and sometimes would not. They
    most certainly did not work on bottles.

    (AWesleyFord, n.d.)

    This Freaker USA website displays a new product that serves a similar purpose (to keep drinks cool), but the
    product fits on containers of any size, and the product is available in a plethora of unique designs.

    Besides being an innovative product, read the story of the aforementioned product, and review some of the
    video marketing techniques. A word of warning—the company may be off-the-wall, but their marketing is most
    certainly effective.

    MKT 5301, Advanced Marketing 3

    UNIT x STUDY GUIDE
    Title

    One example of a mature product offering is laundry detergent. Tide came up with the Tide Pods concept,
    which is a small, dissolvable, single-use package of detergent. While this product costs the consumers about
    25% more per load, the question remains regarding whether the value of convenience is worth the extra cost
    (Glazer, 2012). Other products come about with respect to our need to be green and sustainable. Still, other
    innovative ideas are created through the need for continued medical advancements.

    After a new product is commercialized, it moves through what is called a product life cycle. This cycle
    describes the changes that the new product goes through and how sales are impacted at each stage. With
    this in mind, the marketing efforts at each stage must also change. Take a look at the product life cycle and
    the characteristics associated with each stage.

    Each stage has unique characteristics; therefore, the wise marketer will exert different efforts at each stage.
    Within the market introduction area, the content of the marketing should be informational and intense as the
    consumer does not necessarily even know about the product offering. In the growth stage, the customer
    knows about the product but now has the option of choosing from your competitors. The marketing content at
    this stage should include facts that differentiate your product offering from the competitors’ products. During
    the marketing maturity stage, the content should continue to influence and maintain a bit of goodwill in order
    to maintain past customers. Finally, during the sales decline, marketing content should include incentives for
    coming back to your product and possibly include price reductions such as buy-one-get-one-free deals.

    Before a product or service gets to the point of commercialization, the company moves through a new product
    development process to ensure the idea is worth bringing to commercialization. This begins with idea
    generation where the product or service idea is formulated. These ideas come from a variety of different
    places, beginning with market research, customers or users, competitors, other markets, employees,
    suppliers, wholesalers, distributors, and even family members.

    The next step in the process is the screening, which involves an evaluation process that might include a
    SWOT (strengths, weaknesses, opportunities, and threats) analysis, which was discussed earlier in this
    course. The idea here is to ascertain if this new product or service idea really fits with the company objectives
    and market trends.

    MKT 5301, Advanced Marketing 4

    UNIT x STUDY GUIDE
    Title

    The third step is the idea evaluation where the sophisticated evaluation process begins. This might involve
    concept testing or even focus-group research of customers to understand their reactions to this new
    product/service idea. Additionally, rough estimates of costs, sales, and projected profits will be analyzed.

    The next stage is that of development where a prototype is put together to see if the product is a viable
    product. If the new product is a service, the details of the training of staff and the sequencing of the process
    will be compiled for review. During this stage, research and development is critical as the product
    specifications are analyzed and the viability of the product or service is finalized.

    As expected, final edits on the return-on-investment (ROI) numbers are also compiled. If the product has
    made it through all of these stages, the product is commercialized. Remember, the purpose of the new
    product development process is to remove or edit the new product or service as it moves through each stage.
    As the product or service moves from one stage to another, it costs the company money with respect to
    resources in the development. If the product is not a viable product, the company would prefer to stop the
    process before it makes it through the process and is commercialized. At commercialization, the product is
    finalized, and production begins. The marketing plan is implemented, and the final ROI numbers are
    submitted. At this point, the product begins the product life cycle discussed earlier in this lesson.

    Up to this point, the discussion of innovation and new product development has been vertical in nature. The
    reality is that innovation and new product development should be combined in one collaborative effort.
    Marketing managers need to begin with a focused and actionable vision to provide the roadmap to innovation.
    To maximize innovative creativity with the new product development ideas, objectives should be initiated by
    multiple functional areas of the business. Examples could include the marketing department compiling a
    strategy to penetrate a new market segment. Research and development (R&D) could drive innovation of a
    new technology that disrupts the capabilities of the product and the industry as a whole. Apple products are a
    good example of this. Through this process, measurement metrics need to be agreed on and established to
    ensure the appropriate ROI on new product innovations.

    Conclusion

    New products should represent a value proposition to the consumer. Innovation is key to the development of
    products and services that will disrupt the industry and validate profit maximization. Investing the time in
    properly aligning new products with the brand identity will protect the brand, ensuring appropriate brand and
    product management.

    MKT 5301, Advanced Marketing 5

    UNIT x STUDY GUIDE
    Title

    References

    AWesleyFord. (n.d.). ID 39480122 [Illustration]. Dreamstime. https://www.dreamstime.com/stock-

    photography-aluminum-can-koozie-illustration-great-mock-ups-image39480122

    Glazer, E. (2012, February 23). Tide rides convenience wave: Procter & Gamble bets consumers will pay

    more for premeasured detergent. Wall Street Journal.
    https://www.wsj.com/articles/SB10001424052970204778604577239350705596884

    Kotler, P., Keller, K. L., & Chernev, A. (2022). Marketing management (16th ed.). Pearson.

    https://bookshelf.vitalsource.com/#/books/9780135887035

    U.S. Bureau of Labor Statistics. (2019). Current employment statistic highlights.

    https://www.bls.gov/ces/publications/highlights/2019/current-employment-statistics-highlights-08-
    2019.pdf

    Suggested Unit Resources

    You are encouraged to review the chapter below, which will provide additional details on topics covered in the
    unit lesson regarding new market offerings.

    Chapter 18: Developing New Market Offerings

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