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MGMT Analyzing Environmental Factors
According to Kotler and Armstrong (2018), marketing is “the process of engaging customers and building profitable customer relationships by creating value for customers and capturing value in return”.
You will select a corporate brand and analyzing environmental factors that impact real-world marketing strategic decisions. First, select a thread with a brand you are interested to research and participate. Then review the associated case study in Chapter 1 Strategic Marketing pdf. Use the case study content as a starting point, but feel free to extend your environmental analysis beyond the case content. Begin brainstorming microenvironment, macroenvironment, and global marketing environment factors that impact the brand. Write and share 2-3 environmental forces (not already identified) and discuss how they affect marketing decisions. How would you recommend the company respond to the environmental forces (keeping in mind the goal to create customer value)?
Company #1: XFINITY
Company #2: UBER
Company #3: SPIRIT AIRLINES
Company #4: FLORIDA BLUE

MGMT Getting to the Bottom of the Problem
Identify a problem faced by a multi-national brand today and propose a research proposal that implements each step of the marketing research process. In your proposal, be sure to identify the research question(s) and sources of both primary and secondary data. Discuss how the research results will help the business or organization. Write your proposal as a 1-2 page, single spaced, business memo addressed to the brand manager.
Review the business memo research guide: https://owl.purdue.edu/owl/subject_specific_writing/professional_technical_writing/memos/sample_memo.html

HUMN Jane Elliot’s classroom experiment
Following the death of Dr. Martin Luther King Jr. in 1968, Jane Elliot struggled with how to teach the detrimental effects of discrimination to her 3rd grade class in rural Iowa. In 1970, she embarked on the Blue Eyes/Brown Eyes experiment, in which she hoped to instill in these young students a sense of the power of inequality and prejudice to hurt and divide. Footage of the experiment was first broadcast in 1970 as an ABC documentary, “The Eye of the Storm.” Later, in 1985 it aired as a Frontline episode entitled, “A Class Divided,” which included follow-up interviews with the grown children from Elliot’s 3rd-grade class. After her teaching career, Jane Elliot became an anti-racism activist and a diversity educator. She continues to offer workshops and training sessions based on the early experiment. Below are the videos, website and documentary on Jane Elliot’s classroom experiment.
Brown eyes and blue eyes Racism experiment Children Session – Jane Elliott

A Class Divided

https://janeelliott.com
Thoughtfully reflect on the issues discussed in the video you watched. In your discussion, address the following points:
What was your initial reaction to viewing the footage of this experiment?
What values and ethical issues did the experiment express?
Do you think the experiment was effective? Why or why not?
Do you think it was an appropriate exercise for a 3rd-grade class at that time in history? Why or why not?
Do you think a similar type of experiment would be appropriate today? Why or why not?

HUMN White Privilege and Unconscious Bias
In 1988, feminist scholar Peggy McIntosh published a controversial essay, White Privilege and Male Privilege: A Personal Account of Coming to See Correspondences through Work on Women’s Studies. A shortened version, White Privilege: Unpacking the Invisible Knapsack, was published in 1989. In these articles, McIntosh outlines her understanding of the concept of privilege in her life in the 1970s and 1980s.
Implicit Bias refers to beliefs, stereotypes, attitudes, and prejudices that are unconscious, but still influence our thinking and behavior. It is currently a controversial topic in the social dialogue.
Read the article here: https://nationalseedproject.org/Key-SEED-Texts/white-privilege-unpacking-the-invisible-knapsack
View the following YouTube videos to see two opposing views on unconscious bias:
We all have implicit biases. So what can we do about it? | Dushaw Hockett | TEDxMidAtlanticSalon
Ben Shapiro, the speaker in the second video is a conservative American political commentator. His manner of speaking is often aggressive and confrontational, and his views are considered by some to be offensive. The purpose of presenting various perspectives from all ends of the spectrum on controversial issues is to provide you, as educated citizens, with a comprehensive understanding of the breadth of social-political dialogue that exists on a topic and that has the capacity to influence the thinking of the populous. While you may disagree, and disagree strongly, with certain views that are expressed on any topic, it is important that you understand what views are being discussed and potentially contributing to the crafting of social policy: Ben Shapiro Crushes Smug Liberal On Unconscious Bias
Thoughtfully reflect on the issues discussed in the article and discussion, address the following points:
What was your initial reaction to McIntosh’s list?
Do you think this is an accurate reflection of privilege in society during the 1970s and 1980s? Do you think it is relevant and accurate today? Why or why not?
What was your reaction to the videos? What did you agree with? What did you disagree with?
Do you think that implicit bias exists as a motivator of thought and behavior?
Do you consider racism, sexism, and discrimination based on ethnicity or religion to be primarily individual-based or systemic? Explain your answer.

AVIA Aviation Medical Scenarios
Post your thorough and complete answers to any two of the following scenarios. Provide the scenario numbers in your answer.
Scenario 1: You are a pilot. You have a stuffy nose and are taking a commercial off-the-shelf cold remedy.
How can you tell if it is legal for you to fly while you are taking that medication?
Even if it proves technically legal for you to fly, would it be prudent?
Scenario 2: You are a pilot. You are arrested for an alcohol-related traffic offense.
Are you required to report the arrest to the FAA? If so, to whom and when?
If your driver’s license is suspended as a result of the incident, are you required to report the suspension to the FAA? If so, to whom and when?
If the FAA requests that you submit to a battery of psychological tests to determine whether you are an alcoholic, are you required to comply? Who would be responsible to pay the costs of that testing?
Scenario 3: You are a pilot with a current aviation medical certificate but experience a health problem. Describe the complete analytical process you would follow to determine whether you can legally act as a pilot or required flight crewmember.
Scenario 4: You are an airline pilot flying international routes for a major U.S. airline. During an overnight stay in a foreign country, you go out to see the sights and sample the local cuisine. After you return to your room, you experience a crushing chest pain and become violently ill. You go to a local clinic, where the doctor examines you, does a few tests, and tells you that you had a heart attack. By morning, you’re feeling fine and believe the doctor was wrong. Is it legal for you to act as a pilot or other required flight crewmember on the return flight to the U.S.? Explain.
Scenario 5: For a nation or union of nations other than the U.S:
Compare the applicable medical standards for certification of civilian pilots with the FAA standards described in the text, pointing out similarities and differences.
Provide hyperlinks to references relied on.
Note: If you choose to answer Scenario 5, then also answer either Scenario 1 or 3 by reference to the regulations you identified in your response to Scenario 5.

AVIA FAA Enforcement Scenarios
Post your thorough and complete answers to any one of the following scenarios.
Scenario 1: You are piloting a light general aviation aircraft solo within the U.S. on a non-commercial cross-country flight under visual flight rules (VFR). You have not filed a flight plan, but nearing your destination in a metropolitan area, you call Center, identifying your aircraft, position, altitude, and destination (an uncontrolled field) and request flight following to your destination airport. Center assigns you a transponder code and instructs you to “squawk ident.” Moments later, the controller confirms radar contact, advises you that it has been reported that you may have entered restricted airspace, and gives you a phone number to call when you get on the ground.
What will you reply and why?
What do you intend to do on arrival? Describe fully and explain your reasons.
Scenario 2: You have just landed and are tying down the aircraft at a U.S. airport when a person approaches you and asks if you’re the pilot of that aircraft.
What will you reply and why?
What will you do and why?
Scenario 3: You are an aircraft mechanic holding airframe & powerplant (A&P) ratings and inspection authorization (IA). You’ve worked on a lot of aircraft. After working the graveyard shift at a U.S. aircraft repair facility, you went home and fell sound asleep, only to be awakened by a telephone call from a person who identified himself as an FAA inspector and asked, “Did you sign off an annual inspection on Piper N8790V and approve it for return to service?”
What will you reply and why?
What else will you do and why?
Scenario 4: You receive a letter from an FAA inspector stating that the agency is investigating a report of a specific event that occurred twelve days ago. The letter describes what the FAA believes was your involvement in the event that may have been in violation of some FARs. The letter invites your written response. You were there on the date they mention and were exercising the privileges of your certificate but feel strongly that they’ve got the rest of their facts all wrong.
Are you required to respond to the letter?
What will you do and why?
Scenario 5: For a nation or union of nations other than the U.S.:
Identify the government entity that issues and enforces civil aviation regulations.
Describe the process of investigation and accusation of reported violations of those regulations.
List the possible penalties for violation of those regulations.
Describe the hearing and appeal process available to persons and businesses accused of violations of those regulations.
Identify any program(s) that may provide violators immunity from punishment or reduced sanctions for those violations (similar to the U.S. remedial training, ASRP, ACRCP, ASAP, ATSAP, or T-SAP programs described in the text).
Provide hyperlinks to your references.

AVIA Research Paper: Topic Selection and Abstract
You will submit a 12 to 15-page (including cover page & references), double-spaced research paper in APA format, using the rubric in Week 8 as a guide. You will identify current issues, regulations, and practices, and address related legal considerations on your chosen topic, using proper legal terminology throughout. You must cite at least 5 references, one of which can be our textbook, if applicable. Review the AVIA Research Paper Topics docx and choose a topic. Formally present your topic selection and 100-word abstract to your professor in this activity. Your abstract should provide an overview of the theme and objectives of your paper. 

Chapter 1

Strategic marketing

The Chief Marketing Officer (CMO) is usually part of the senior executive team
responsible for the formulation of the vision, mission, and corporate strategy of an
organization. Once this has been approved by the board, it is the responsibility of the
CMO and her team to devise and implement the marketing strategy to realize the
mission. This all seems very straightforward until it comes down to actually articu-
lating what a marketing strategy comprises, and thus having a clear understanding of
strategic marketing. Varadarajan (2010, p. 130) defines the concept as follows:

Marketing strategy refers to an organization’s integrated pattern of decisions
that specify its crucial choices concerning marketing activities to perform and
the manner of performance of these activities, and the allocation of marketing
resources among markets, market segments and marketing activities toward the
creation, communication and/ or delivery of a product that offers value to customers
in exchanges with the organization and thereby enables the organization to achieve
specific objectives.

While these lofty words convey a precise academic meaning, what do they mean in
practical terms? What decisions does the marketing team, under the leadership of the
CMO, actually have to make? In essence, marketing strategy answers the following
questions for the organization:

¬¬ How to compete?
¬¬ Where to compete?

In answering these two questions, the marketing team will make decisions about its
competitive positioning, strategic segmentation, corporate and internal branding, as
well as how it builds and maintains a good reputation. It must also ensure that it has
a “license to operate,” by behaving ethically, and implementing sustainability policies
so that it does not harm the environment, and behaves as a good corporate citizen.

Strategic marketing decisions tend to be long term in nature, and involve
high risk. They tend to be irreversible, certainly in the short term, as they usually
involve resource commitments such as the purchase of real estate, capital plant and
equipment, and technology. The main aim of investments of this kind is to give the
organization a sustainable differential advantage. These investments are typically sub-
stantial, and therefore involve trade- offs. These strategic decisions are strategic and

Abratt, Russell, and Michael Bendixen. Strategic Marketing : Concepts and Cases, Taylor & Francis Group, 2018. ProQuest
Ebook Central, http://ebookcentral.proquest.com/lib/erau/detail.action?docID=5446799.
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S t R At e g i C M A R k e t i n g2 |

usually require input from and coordination with other senior executives, including
the Chief Financial Officer and the Chief Operating Officer (Varadarajan, 2010).

Sustainable competitive advantage
A concept that is important in strategic marketing is the resource- based view of the
firm (RBV) (Barney, 1991). It starts off with the assumption that the outcome of the
top management effort within the organization is a sustainable competitive advan-
tage (SCA). RBV emphasizes strategic choice. The CMO, along with other senior
executives, must identify, develop, and deploy key resources with the intention of
obtaining targeted returns on the investments. The provision of greater value to
customers and other stakeholders is a way of gaining competitive advantage and is
likely to result in stakeholder satisfaction, good return on investment, and greater
market share.

The RBV of the firm recognizes that not all resources are of equal importance
and some may not possess the potential to be a source of competitive advantage.
According to Barney (1991), advantage- creating resources must meet four conditions,
namely, value, rareness, inimitability, and nonsubstitutability. Customer value is an
important element of competitive advantage, and market- orientation is an essential
business philosophy. Value is also important for other stakeholders, and employees as
a key resource have a major role to play in proving value to these stakeholders. An
element of the RBV is the inability of competitors to duplicate resources. Even though
some resources can be duplicated, they can be legally protected through trademarks,
patents, and copyright. Brands fall into this category and are an important strategic
resource of many organizations.

An organization’s resources comprise of three subgroups; tangible assets, for
example good locations; intangible assets, for example well- known brands and repu-
tation; and capabilities, for example skills of employees. Of course, the management of
all three subgroups by top management is a key resource by itself which can lead to
a sustainable competitive advantage.

gaining strategic competitive advantage
The CMO and the marketing team should follow a process of analysis in order to
develop strategies with the aim of gaining an SCA. This involves an analysis of the
strategic situation, making a determination of the current situational advantages,
making decisions on the strategic marketing objectives, identifying and evaluating
strategic alternatives, and making decisions with regard to what strategy to select
and implement.

Analysis of the strategic situation
An examination of the environmental forces, the industry dynamics, the competi-
tive situation, the structure of the market, and the organization itself will be the
first logical step in the strategic analysis. Environmental forces, which are largely

Abratt, Russell, and Michael Bendixen. Strategic Marketing : Concepts and Cases, Taylor & Francis Group, 2018. ProQuest
Ebook Central, http://ebookcentral.proquest.com/lib/erau/detail.action?docID=5446799.
Created from erau on 2021-03-30 06:52:54.

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S t R At e g i C M A R k e t i n g | 3

uncontrollable by the organization, include economic, social, political, techno-
logical, and natural forces. The organization must analyze how these forces influ-
ence it currently, and how this is likely to change in the future. The organization
must look for future opportunities or threats from these environmental forces. An
industry and competitor analysis should be performed because the organization’s
resources, relative to its competitors’, create important market advantages and
strategic weaknesses. The structure of the market creates various strategic situ-
ations. Saturated markets or mature markets intensify competition. Organizations
need to make decisions on competitively positioning themselves and also need
to choose segments of the market that they will serve, and more importantly
understand the market segments that they will not serve relative to some of
their competitors. As part of the analysis of the strategic situation, management
must take a good look at the organization. They must understand what resources
the organization has, its capabilities, and its performance. This will determine its
strengths and weaknesses.

the current situational advantages
The competitive position of the organization, whether it has a competitive advan-
tage or not, the existence of various segments of the market with different needs
and wants, and whether the industry is mature or new, all determine the situational
advantage. The different strategic- situation types include market development, market
domination, market selectivity, differential advantage, and no advantage (Cravens,
1986). The first organization to enter a new market usually plays a leading role in
developing that market. The market- domination situation is the market leader in
an established market. Market selectivity is a situation when the market has many
segments as a result of customer differentiation. There are many small organizations
serving niche markets in this situation. The differential advantage situation happens
when an organization possesses one or more sustainable advantages. The last situ-
ation is no advantage where suppliers offer similar products because customers are
not differentiated.

Strategic marketing objectives
The CMO and team must set performance expectations for the organization. The
strategic objectives must concern the organization’s market position, market share,
and performance.

identifying and evaluating strategic alternatives
Management must consider the strategic alternatives available to them. This will
include decisions on market segmentation and positioning, and the use of the
marketing mix elements of product, pricing, distribution, and communication strat-
egies. They must also consider strategic alternatives that involve corporate social
responsibility programs, corporate branding and reputation, and internal and external
corporate branding issues.

Abratt, Russell, and Michael Bendixen. Strategic Marketing : Concepts and Cases, Taylor & Francis Group, 2018. ProQuest
Ebook Central, http://ebookcentral.proquest.com/lib/erau/detail.action?docID=5446799.
Created from erau on 2021-03-30 06:52:54.

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S t R At e g i C M A R k e t i n g4 |

Strategy to select and implementation
Any decision on the strategy chosen should take into account all the alternatives
discussed by management but also consider whether the chosen alternative will
give the organization a sustainable competitive advantage. Obviously resource
requirements need to be considered including the organization’s tangible assets,
intangible assets, and capabilities of the employees.

the market- driven organization
In order to achieve objectives, an organization must be market driven. To be market
driven, it must have a customer focus and at the same time have an awareness of
the needs and expectations of other stakeholders such as suppliers, the commu-
nity, employees, and government. In order to do so, it must be able to obtain intel-
ligence about its competitors, understand the law, engage with the community and
other stakeholders, and understand what customers value. The organization will have
to work under the philosophy of being marketing orientated which is made oper-
ational under the marketing concept. This means that the firm will have to organize
its resources toward satisfying customers’ needs and developing market offerings that
create value for customers and other stakeholders. The organization will make profit
from doing this better than its competitors.

In order do this efficiently and effectively, an organization must look within as
well. It must have a clear understanding of its resources and capabilities, and have
intra- departmental coordination so that everyone in the organization understands
what the firm is trying to achieve and understand what part they have to play to see
to it that objectives are achieved and performance is on target.

The CMO is the organization’s executive who is responsible for the strategic
marketing of the firm and represents marketing at board level. The CMO’s job
includes participating in the organization’s strategy formulation and the develop-
ment of corporate- level marketing strategies and integrating them with the firm’s
other functional strategies. Normally the marketing department staff report to
the CMO.

The strategic marketing process includes the following steps:

1. Identify market opportunities
2. Define market segments
3. Evaluate competition
4. Assess the organization’s strengths and weaknesses.

Developing strategies include:

¬¬ Market targeting
¬¬ Competitive positioning
¬¬ Corporate brand management and internal branding
¬¬ Managing the organization’s reputation.

Many of these will be discussed in the following chapters.

Abratt, Russell, and Michael Bendixen. Strategic Marketing : Concepts and Cases, Taylor & Francis Group, 2018. ProQuest
Ebook Central, http://ebookcentral.proquest.com/lib/erau/detail.action?docID=5446799.
Created from erau on 2021-03-30 06:52:54.

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S t R At e g i C M A R k e t i n g | 5

Conclusion
This chapter highlights the fact that strategic marketing is marketing viewed from the
corporate perspective by top management and the resource commitments are long
term. It also highlights the fact that organizations need to seek a sustainable competi-
tive advantage, and ways of doing this are highlighted. This chapter also discusses the
market- driven organization and emphasizes the need to have a customer focus. Last,
the strategic marketing process is highlighted.

References

Barney, J. (1991). Firm resources and sustained competitive advantage. Journal of
Management, 17 (March), 99– 120.

Cravens, D. (1986). Strategic forces affecting marketing strategy. Business Horizons,
Sept– Oct, 77– 86.

Varadarajan, R. (2010). Strategic marketing and marketing strategy: domain, definition,
fundamental issues and foundational premises. Journal of the Academy of
Marketing Science, 38(2), 119– 140.

Abratt, Russell, and Michael Bendixen. Strategic Marketing : Concepts and Cases, Taylor & Francis Group, 2018. ProQuest
Ebook Central, http://ebookcentral.proquest.com/lib/erau/detail.action?docID=5446799.
Created from erau on 2021-03-30 06:52:54.

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S t R At e g i C M A R k e t i n g6 |

XfinitY from Comcast: the quest for
better customer service
Carrie, a loyal customer and a graduate student, sat at her dining table staring at her
laptop contemplating her next phone call to Comcast. After weeks without service and
little response from the cable provider, her frustration with the company’s customer
service department is over the top. Due to sidewalk repairs in her neighborhood, the
physical cable providing service to her home was accidentally cut by construction
workers when her sidewalk was rebuilt about a week ago. Carrie called Comcast
one day after her service went down and explained the reason for the service outage
in detail. The customer service representative was sympathetic and apologized to
Carrie for the inconvenience. She assured Carrie that a technician would be there
the next day to resolve the issue. This promptness was a huge relief and made Carrie
very happy.

The next day, no one showed up to Carrie’s house, no one called her to cancel
or reschedule the appointment, and Carrie is confused and upset. Now it was the
weekend, and that means Carrie would have to wait at least two more days until
Monday. Finally, Monday came, and Carrie called Comcast once again only to learn
that it could not send someone to her house until Thursday. Carrie’s frustration is
growing while her patience is running low. What happened next would drive anyone
to insanity. A Comcast technician finally showed up on Thursday.

After Carrie explained the situation to him he checked on the outside cable
connection and confirmed her story. The technician went on to explain that this
type of situation requires him to request a special technician and that the soonest he
can get someone out there would be in 16 days. The technician did offer a glimmer
of hope by saying that if anything were to become available before then, she would
be notified. It has been eight days without any service except the weak signal of the
XFINITY Wi- Fi hotspot available, and Carrie is feeling hopeless and unvalued as a
customer.

Over the next couple of days, she called once a day asking, begging, and
pleading for someone on the other end of the phone to show some compassion
and dig deeper to offer her a better solution. Now on her umpteenth call to
Comcast within the month, she once again vented her frustrations to this
customer service representative and begged for clarification of how Comcast
internal workflows and escalations are handled. Carrie was particularly interested
in learning the escalation procedure for a situation in which a customer’s service
was suddenly and unexpectedly interrupted. On this particular call, the customer
service representative offered apologies and reassured her that the issue would be
escalated to the proper department immediately. Another week would pass before
Carrie made the next call. Still, no progress had been made, and life goes on. Work
needed to get done, papers had to be written, so Carrie temporarily moved out of
her place to stay with her boyfriend since she needed the Internet to work from
home and get her school work done.

Through it all, Carrie could not help but wonder how Comcast could mess
this up so badly. What is the internal process in the company for an issue of
this kind and what should it be? Why is this so complex to resolve? And why
isn’t there a direct number to call to report these specific issues, such as the

Abratt, Russell, and Michael Bendixen. Strategic Marketing : Concepts and Cases, Taylor & Francis Group, 2018. ProQuest
Ebook Central, http://ebookcentral.proquest.com/lib/erau/detail.action?docID=5446799.
Created from erau on 2021-03-30 06:52:54.

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S t R At e g i C M A R k e t i n g | 7

utility company, FPL, has when a power line goes down? These were all questions
that tormented Carrie for weeks, and if only she could get to the right ears and
vent her frustrations, perhaps someone with more power and autonomy could
ensure that the issue would be taken care of and provide a date and time. “Wishful
thinking,” she thought. Every representative she spoke to sounded as if he/ she was
just reading a script.

Comcast’s customer service is infamous for horrible communication and poor
ease of resolution to interrupted service. The company has seen significant advance-
ment in improvements to the product, which has increased demand and revenue,
but it has a way to go to achieve world- class customer service. How can this be?
How can a company so well versed in customers’ needs not know how to fix this
ongoing issue?

industry
It has been nearly a decade since the creation of cable television that took America by
storm. Having started in only three states – Arkansas, Pennsylvania, and Oregon – in
1948 cable initially brought distant over- the- air television signals from miles away to
mountainous and geographically remote regions. Years later, cable television expanded
into bigger cities and major metro areas, giving companies the chance to compete
in the cable industry field such as the top three competitors Comcast, Time Warner
Cable (now Spectrum), and DIRECTV.

Comcast was the first cable provider and known to be the second- largest pay-
TV provider in the U.S.

It is the second- largest pay- TV company after AT&T, largest cable TV company
and largest home Internet service provider in the United States, and the nation’s
third- largest home telephone service provider. Comcast services U.S.  residential
and commercial customers in 40 states and in the District of Columbia. … Comcast
owns and operates the Xfinity cable/ telecommunications service, over- the- air
national broadcast network channels (NBC and Telemundo), multiple cable- only
channels (including MSNBC, CNBC, USA Network, NBCSN, E!, The Weather
Channel, among others).

(Wikipedia, 2018a)

Time Warner Cable is committed to providing its customers with a wide range of
TV, internet, and voice services to residential and business customers through the
Spectrum brand (the new company name). In 1985 DIRECTV, which is an American
direct broadcast satellite provider, was founded by Hughes Communications, a
medical research company. DIRECTV provides its customers with a bundle of other
AT&T services and provides the consumer with a chance to save money while getting
TV, high- speed internet, home phone, and wireless services from the same service
provider.

Both DIRECTV and TWC are serious competitors of Comcast. As Comcast
Corporation continues to grow, Chairman and CEO Brian L. Roberts is committed
to putting his employees through an ongoing extensive training program to be able
to stand out from the competition. However, that hasn’t always been the case with

Abratt, Russell, and Michael Bendixen. Strategic Marketing : Concepts and Cases, Taylor & Francis Group, 2018. ProQuest
Ebook Central, http://ebookcentral.proquest.com/lib/erau/detail.action?docID=5446799.
Created from erau on 2021-03-30 06:52:54.

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S t R At e g i C M A R k e t i n g8 |

Comcast. In 2014, Consumerist named Comcast as the worst company in America.
A  gold trophy in the shape of a pile of human feces was delivered to Comcast
Corporate Headquarters to honor the unmatched level of hostility flowing from its
customers to its business. Comcast isn’t meeting the needs of its consumers when
it comes to treating customer service with the utmost importance. Will this hurt
the company in the long run and give its competitors the chance to take its business
from it?

History
Comcast is considered a family business. The company dates back to 1963 when Ralph
Roberts purchased American Cable Systems Inc., a small cable operator serving 1,200
cable subscribers in Tupelo, Mississippi. At the time American Cable Systems was one
of the few community antenna television (CATV) services in the nation. By the early
1970s the acquisition of additional, smaller companies and their subscribers all over
the country had taken place. These acquisitions included the purchase of E.W. Scripps,
Jones Intercable Inc., and Lenfest Communications. By 1972, Comcast Corporation went
public and began trading on the NASDAQ, at a value of $3,010,000 and by 1977 HBO
first launched to 20,000 Comcast subscribers. In 1986, Comcast bought 26 percent of
Group W Cable, doubling its number of customers to 1 million. That same year, Comcast
made a founding investment of $380  million in QVC, further expanding its investor
portfolio. After trial and error and losing a bidding war to buy Storer Communications
in 1985, it was able to buy a 50 percent share of the company’s assets in a joint deal
with Tele- Communications Inc. in 1988. Around 1990 Roberts’ son Brian L. Roberts was
named President of Comcast, and he would eventually become part of the board of dir-
ectors and control 33⅓ percent of the company’s voting rights.

From 1990 to 2000 Comcast experienced a significant increase in market share
through an aggressive series of acquisitions under the direction of Brian L. Roberts,
In 2001, Comcast acquired a selection of AT&T Broadband cable systems from six
states. This acquisition would make Comcast the largest cable television company in
the United States with over 22 million subscribers. With the rise of high- definition
and high- speed internet, Comcast launched high- definition services and high- speed
internet to remain relevant in the competing market.

As the 2010 Winter Olympics were taking place, Comcast was in the process
of merging with media company NBC. Comcast was known as a TV and internet
service provider, and company executives felt there was a need to rebrand the cable
and internet division to not confuse the diverse portfolio mix of products and ser-
vices. The answer was a new brand for TV and internet offerings: XFINITY. Comcast
unveiled its new brand name logo and thus began renaming Comcast products
as XFINITY products. Comcast High- Speed Internet became XFINITY Internet;
Comcast TV became XFINITY TV and so on. XFINITY was not just a new name, it
also brought with it the ability to get up to 100+ HD channels, nearly 20,000 movies
and TV shows online and On Demand with Internet speeds of 50Mbps initially, but
even more in the future (Wikipedia, 2018b). Comcast continues with its success and
is considered to be one of the nation’s leading providers of communications, enter-
tainment, and cable products and services.

Abratt, Russell, and Michael Bendixen. Strategic Marketing : Concepts and Cases, Taylor & Francis Group, 2018. ProQuest
Ebook Central, http://ebookcentral.proquest.com/lib/erau/detail.action?docID=5446799.
Created from erau on 2021-03-30 06:52:54.

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S t R At e g i C M A R k e t i n g | 9

Current status of the company
Comcast Corporation is currently the largest broadcasting and cable televi-
sion company in the world by revenue. This global media technology corporation,
headquartered in Philadelphia, has two primary businesses, Comcast Cable and
NBCUniversal. The former is one of the largest video, high- speed internet, and phone
providers to residential and business customers in the U.S. under the XFINITY brand.
The latter provides news, entertainment, and sports cable networks, under the NBC
and Telemundo brands. Comcast also invests in the advertising, consumer, hospitality,
enterprise, and infrastructure sectors, under Universal Pictures, Comcast Ventures,
and Universal Parks and Resorts (Wikipedia, 2018a). The company maintains vertically
integrated operations from production to distribution and from communications to
broadcasting.

Although the company does not have a clear mission and vision statement,
it states on its website that “giving back to the communities we serve is in our
DNA. We have extraordinary businesses and game- changing products – but we
are at our best when we are using our collective strength to make the world a
better place” (Comcast, 2018). Moreover, according to FierceCable (2012), the
last slogan trademarked by the company was “The Future of Awesome”; designed
to promote its advanced market products such as its XFINITY X1 digital video
service.

Comcast’s corporate governance practices and policies promote fairness,
transparency, and accountability in its dealings with all its stakeholders (Comcast,
2017c). In its corporate responsibility report, it is stated that the company tries to
inspire its stakeholders to reach their full potential and shape a world that uses
technology and media to improve lives. It invests in local communities by developing
programs and partnerships, and mobilizing resources to inspire substantive change
(Comcast, 2017a).

From a financial standpoint, 2017 was an outstanding year for the company; it
had revenue of $84,526  million, which means an increase of 5  percent from 2016
(Wikipedia, 2018a). Additionally, its year- end stock price was $40.10, $5.57 more than
2016 (Yahoo! Finance, 2018).

It increased its operating cash flow by 7 percent and generated over $8 billion in
free cash flow. Comcast also added 858,000 customers (a 29 percent improvement
over 2015), and increased its dividend by 15 percent, marking its ninth consecutive
annual increase (Comcast, 2017b). That being said, and considering the scope and
diversity of Comcast’s business, and its subsequent ability to generate cash in various
areas, investors can consider Comcast shares a sensible investment.

At first sight, it seems clear to think the company is performing well. With these
strong financial results, Comcast should look forward to the future with confidence.
However, it seems the company needs to do something about its customer experi-
ence woes. In the latest customer experience survey focused on top pay- TV com-
panies by Tempkin Experience Ratings, Comcast had the worst results, with a score of
37 percent. In other words, it ranks last in customer experience. There is no secret
that Comcast has a terrible track record with customer service. In fact, by doing a
simple online research, you can find a bunch of bad customer experience stories
(Brodkin, 2016).

Abratt, Russell, and Michael Bendixen. Strategic Marketing : Concepts and Cases, Taylor & Francis Group, 2018. ProQuest
Ebook Central, http://ebookcentral.proquest.com/lib/erau/detail.action?docID=5446799.
Created from erau on 2021-03-30 06:52:54.

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S t R At e g i C M A R k e t i n g10 |

Looking ahead
According to Brian L. Roberts on the Corporate Comcast homepage:

At Comcast, diversity has always been  – and continues to be  – an important part
of our culture. Since my father founded the company more than 50  years ago in
Tupelo, MS, we have been committed to promoting and increasing diversity in
our leadership, workforce, purchasing decisions, programming and …

ASCI 404 – Research Paper Assignment

Airports

1. Select a specific civil airport located anywhere in the world and serving commercial airlines, then:
a. Describe briefly the airport and its owner/operator, airlines serving the airport, and the city, cities or region served by the airport.
b. Identify the governmental agency or authority or private enterprise responsible for providing security screening of passengers and cargo at the airport.
c. Identify government legal actions taken there to:
i. protect the surrounding airspace from obstruction by obstacles,
ii. assure that land uses surrounding the airport are compatible with aircraft noise,
iii. establish runway use preferences, approach and departure paths to minimize aircraft noise impact on surrounding communities.
d. Identify the specific government agency or authority that took each such action.
e. Identify the source and type of government legal powers relied on to accomplish each of these actions.
f. Include images illustrating the airport and vicinity relating to those specific actions.
g. Identify and briefly describe all airline accidents that have occurred at or in the vicinity of that airport since 1/01/2000, including the probable cause of each.
h. Identify current airport noise and safety issues that remain of concern to the community and any current activity to address those issues.
i. Analyze whether the airport’s level of activity and forecast air traffic demand appear sustainable at the present location for the long term, clearly explaining your reasoning.

Airlines

2. Select a specific commercial airline headquartered anywhere in the world, then:
a. Describe the airline, its aircraft fleet, route structure and number of employees.
b. Determine whether the airline is organized as a corporation with private ownership or is owned by the national government.
c. Identify the governmental agency or authority responsible for regulation of the safety of the airline’s flight operations in its home nation.
d. Describe the certification requirements, including minimum flight time, if any, for commercial airline flight deck crewmembers in the airline’s home nation.
e. Identify the governmental agency or authority, if any, empowered to regulate the routes flown, rates charged, and other economic aspects of the airline’s flight operations.
f. Determine the extent to which the airline’s fleet consists of owned vs. leased aircraft
g. Identify and describe all accidents involving an aircraft operated by that airline since 1/01/2000, including the probable cause of each.
h. Determine whether the airline’s pilots and maintenance personnel based in the airline’s home nation are represented by a labor union or unions and identify and describe any strike activity that may have disrupted airline operations since 1/01/2000.
i. If neither the airline’s pilots nor its maintenance personnel are represented by a labor union or unions, discern whether a law of the airline’s home nation accounts for that and, if so, briefly describe that law.

Non-Air Carrier Commercial Aviation

3. Select a specific, existing non-airline commercial aviation business (such as, for example, an FBO or chain of FBOs) located anywhere in the world, then:
a. Describe the company, including
i. Form of business (corporation, LLC, etc.),
ii. Nature and scope of operations (i.e.: fuel, supplies, maintenance, flight training, aircraft sales, aircraft rental, etc.),
iii. Location(s) and facilities,
iv. Number of employees.
b. Identify and describe with specificity all insurance that company should now have in effect.
c. Determine whether any of the company’s employees are represented by a labor union or unions and identify and describe any strike activity that may have disrupted company operations at any location since 1/01/2000.
d. If no employees of the company are represented by a labor union or unions, discern the likely reason.
e. If any employees of the company are represented by a labor union or unions, but no strike activity has occurred since 1/01/2000, discern the likely reason for the lack of such disruption.
f. Determine whether the company is or has been involved in any mergers with or acquisitions of or by other companies and whether any such consolidation appears likely in the foreseeable future.
g. Identify laws applying to the potentially anticompetitive aspects of business mergers and acquisitions in nation(s) where the company is located.

4. Blue Eyes, Inc. is a U.S. company that began in the commercial aerial photography business but has been expanding in recent years into other forms of airborne sensing, imaging, and mapping such as infrared, ultraviolet, hyperspectral, and radar (including ground-penetrating radar). The company is headquartered in the Pacific Northwest, and most of its customers are located in the states of Alaska, Washington, Oregon and Idaho. Perceiving a growing market for its products and services, but noticing an increasing shortage of qualified pilots available for hire and capable of flying with the degree of precision required by these missions, the company has decided to explore the possibility of acquiring and utilizing unmanned aircraft systems to perform some of these missions. Some of these tasks, such as precision micro-mapping of the ground moisture distribution on smaller farms, could be performed by UAS smaller than 55 lbs. (either fixed or rotary-wing) and operating at or below 500’ AGL (above ground level), while other large-scale mapping such as what the company performs under contract for state environmental agencies, would require much heavier, much higher-flying fixed-wing UAS with much longer endurance. Some contracts require flight over congested urban areas in busy controlled and positively-controlled airspace, while others focus on sparsely-populated or unpopulated areas with less busy airspace. The company has hired you to advise them on the UAS project in this time of rapid legal developments in the industry. Research and prepare a paper covering the following:
a. Describe in detail the current FAA regulatory requirements governing the operations of the full range of UAS that may be needed to cover as many of the company’s customer needs as possible, considering the differing operating environments given and specifically addressing:
i. Airspace and altitude restrictions,
ii. Company, operator and visual observer qualifications,
iii. Company, operator and visual observer line-of-sight limitations,
iv. Limitations on operator and visual observer simultaneously controlling/observing multiple UAS, and
v. Potential penalties against the company, its operators and visual observers in the event of an FAR violation.
b. Analyze and describe the duties of the company and its operators, if any, to notify any federal agency and submit a written report in the event of an incident or accident involving a company UAS.
c. Analyze current state laws in each of the 4 states where the company operates to determine whether, and if so to what extent, they might also affect the company’s proposed UAS operations.
d. Analyze the potential liability of the company, its owners and employees in civil litigation arising out of injuries to others (such as a collision with a manned aircraft or crash harming persons or property on the ground during company UAS operations):
i. Caused by a maintenance or operational error by a company employee acting within the scope of his/her employment
ii. If the violation of an FAR intended to prevent such accidents was involved
iii. If UAS operations are deemed to be an ultrahazardous activity (take into consideration that a major cause of UAS accidents is interruption of the ground-air data link)
e. Assume that the company’s current operations are adequately insured. Advise the company on additional insurance you recommend adding to cover these UAS and their operations, explaining your reasoning clearly.

5. Close Up Aviation Corp. is a commercial helicopter operator specializing in providing air support to Hollywood motion picture and television production companies using specially-trained and highly-experienced flight crews and aircraft equipped with the latest technology in gyro-stabilized camera mounts for air-to-ground and air-to-air cinematography. Typically, Close Up furnishes the flight crews and aircraft, while the production company provides the cameras, along with on-board cinematographers and related technical personnel. The company will be providing its services to the producers of a new action thriller, and much of the flying will involve high-speed maneuvering flight at very low altitudes over broken terrain, between buildings, under bridges and powerlines and in very close proximity to actors and camera crews on the ground, vehicles and other participating aircraft, and amidst explosions and other pyrotechnics. Close Up is also considering adding appropriate camera-carrying unmanned aircraft systems (UAS) to its fleet of camera aircraft, and hiring and training crews to operate them. Some of the more dangerous shots might be accomplished using those aircraft instead of the manned helicopters. A group of prospective investors in the movie hires you to review the production company plan of aviation operations and advise them on risk management concerns. Research and prepare a paper covering the following:
a. Determine which individuals and companies could be deemed to be an “operator” of aircraft (both manned and unmanned) involved in this project, for FAR compliance purposes.
b. Identify specific Federal Aviation Regulations involved and FAA certificates of waiver or authorization required.
c. Analyze whether these operations might be considered an ultrahazardous activity in the eyes of the law, and the effect of that determination on the level of legal risk Close Up and the production company will be exposed to in these operations.
d. Itemize with specificity insurance coverages that both the production company and Close Up Aviation Corp. should have in place to cover potential injuries to their respective employees.
e. Identify and describe with specificity aircraft insurance (for both the manned and unmanned aircraft) Close Up should have in place to cover potential aircraft damage, injuries to others, and damage to the property of others that might result from these operations.
f. Identify and describe any additional insurance you consider it prudent for Close Up and the production company to have in place in case an accident causes injuries and/or damages that exceed the liability limits of the policies you identified above.
g. Analyze and identify any legal risk management tool(s) that might be useful in addition to the foregoing in these operations.

Aerospace Companies

6. Colossal Aerospace Corporation is developing a new heavy-lift rocket engine to replace the Russian-built RD-180 currently relied on by NASA and by other government agencies for military applications, and to serve the needs of the burgeoning commercial space launch market. The company anticipates producing the rocket engines for sale to U.S. and foreign commercial enterprises and governments, incorporating the engines into a line of launch vehicles it is developing for potential customers, and also offering launch services to those customers, using its own launch complex, equipment and crews. You have applied for a project management position with Colossal and have a job interview scheduled next week at the company’s Merritt Island, Florida headquarters. Intimate knowledge of this rapidly-evolving industry will be a crucial factor in the selection process. To prepare yourself for this interview and for the job, research and prepare a paper covering the following:
a. Identify the key U.S. statutes that establish the national policy and legal framework for regulation of commercial space operations.
b. Identify each federal agency and office responsible for regulation of launch vehicle certification, testing, and operations, describing the specific area of responsibility of each such entity and clearly distinguishing the roles of each.
c. Describe federal permits required for the company to conduct rocket launches for experimental testing and for commercial purposes at the following two optional locations:
i. The Cape Canaveral Spaceport
ii. A launch site to be developed by the company on Matagorda Island, Texas.
d. Detail the process to qualify the launch vehicles to fly NASA and NASA-sponsored unmanned and eventually manned payloads.
e. Determine whether the Arms Export Control Act and related U.S. Munitions List might interfere with the company’s plans for export sales of these engines and launch vehicles.
f. Describe legal requirements for commercial space launch operators to obtain and the commercial availability of:
i. Third-party liability insurance to cover injuries to persons and property on the ground or in aircraft that might result from a launch or recovery mishap
ii. Launch risk guarantee insurance to cover failure to deliver the payload to its intended destination or orbit
iii. Liability insurance to cover injuries to participants, such as space tourists.
g. If you find that any of the above insurance coverages are not yet available on the commercial market, and are not required by law, identify an alternative approach to management of that risk.
h. Identify the federal agency responsible for investigation and determination of the probable cause of space vehicle launch- and recovery-related accidents and incidents and operator notifications and reports required.
i. Identify any international organization responsible for establishment of international technical standards for certification of spacecraft crews and space worthiness of launch vehicles and manned spacecraft.

Commercial Spaceflight Operations

7. Project GoForth is a private endeavor funded by a cosmically-oriented religious organization to establish a self-sustaining human colony of its adherents on Mars. In order to expedite the arrival of the first groups of the organization’s colonists and contain the initial costs, they plan to initially rely solely on proven existing technology (a reliable 3-stage vertical takeoff expendable rocket that is commercially available off the shelf, propelling an automatically-operated crew and cargo capsule that will make a soft landing on Mars using its own cluster of braking rockets). For that purpose, and to assure that only the most fervent and dedicated believers undertake the mission, the organization’s bold plan is to make these one-way trips, with no chance of return to earth. The first arrivals will be responsible to establish a base of operations, explore the useful resources of the immediate area, extract water, begin greenhouse-style gardening, and generally prepare the base to receive the next arrivals. The organization hires you as a technical consultant on the project. Research and prepare a paper covering the following:
a. Identify and describe all certification requirements that apply to the rocket and spacecraft (capsule) for this mission.
b. Identify and describe all certification requirements that apply to passengers and crew for this mission.
c. Identify and describe all insurance required by law for this mission and determine the current availability of that insurance in the commercial marketplace.
d. If you find that any of the above insurance coverages are not yet available on the commercial market, and are not required by law, identify an alternative approach to management of that risk.
e. The organization plans to eventually build an extensive mining and refining operation on Mars, using extracted natural resources to establish a commercial space refueling and resupply station, envisioning selling fuel, water and oxygen to transient spacecraft to earn profits for the organization.
i. Identify all existing international treaties and their specific provisions that may affect the legality of this planned commercial operation, discussing all potential legal questions these raise.
ii. Analyze whether these existing treaties are adequate to address this group’s legal property rights to exclude others from its base, refinery, and the areas of these mining claims and to profit from the sale of products produced from those natural resources.
iii. We know from our experiences on earth that mining can scar the landscape and (along with processing of the minerals mined) leave behind detritus and conditions that can be harmful and have long-lasting adverse effects on the environment. On earth, laws have been enacted and are enforced to prevent and reverse such contamination. Determine whether any existing law (including treaties) applies to such activities on Mars.
iv. If the planned commercial operation might violate one or more applicable treaties, or if intruders might infringe on the group’s mining claims and trespass on its facilities, describe the enforcement mechanism that would address any such violations.

ASCI 404

Research Paper Assignment

Airports

1.

Select a specific
civil airport
located anywhere in the world

and

serving commercial airlines,

then
:

a.

Describe
briefly
the airport

and its owner/operator
, airlines serving the airport
,

and
the
city
,
cities

or region served by the airport
.

b.

Identify the governmental agency or authority or private enterprise responsible for
providing security screening of passengers and cargo at the airport
.

c.

I
dentify government legal actions taken

there

to:

i.

protect the surroun
ding airspace from obstruction by obstacles
,

ii.

assure that land uses surrounding the airport are compatible with aircraft noise
,

iii.

establish runway use preferences, approach
and

departure paths to minimize
aircraft noise impact on surrounding communities
.

d.

I
denti
fy the specific government agency or authority that took each such action
.

e.

I
dentify the source and type of government legal powers relied on to accomplish each of
these actions
.

f.

I
nclude images illustrating the airport and vicinity relating to those specifi
c actions
.

g.

Identify and briefly describe all airline accidents that have occurred at or in the vicinity of
that airport since 1/01/2000
, including the probable cause of each
.

h.

I
dentify current airport noise
and

safety issues that remain of concern to the comm
unity
and any current activity to address those issues
.

i.

A
nalyze whether the airport’s
level of activity

and forecast air traffic demand
appear

sustainable at the present location for the long term, clearly explaining your reasoning
.

Airlines

2.

Select a
specific commercial airline headquartered anywhere in the world, then
:

a.

Describe the airline, its aircraft fleet, route structure

and number of employees.

b.

Determine whether the airline is organized as a corporation with private ownership or
is
owned by the
national government.

c.

Identify the governmental agency or authority responsible for regulation of the safety of
the airline’s flight operations in its home nation
.

d.

Describe the certification requirements, including minimum flight time, if any, for
commercia
l airline flight deck crewmembers in the airline’s home nation.

e.

Identify the governmental agency or authority, if any, empowered to regulate the
routes flown, rates charged, and other economic aspects of the airline’s flight
operations
.

f.

Determine the exten
t to which the airline’s fleet consists of owned vs. leased aircraft

g.

Identify
and

describe all accidents involving an aircraft operated by that airline since
1/01/2000
, including the probable cause of each
.

h.

Determine whether the airline’s pilots and maintenance personnel based in the airline’s
home nation are represented by a labor union
or unions
and identify and describe any
strike activity that may have disrupted airline operations since 1/01/2000
.

ASCI 404 – Research Paper Assignment
Airports
1. Select a specific civil airport located anywhere in the world and serving commercial airlines,
then:
a. Describe briefly the airport and its owner/operator, airlines serving the airport, and the city,
cities or region served by the airport.
b. Identify the governmental agency or authority or private enterprise responsible for
providing security screening of passengers and cargo at the airport.
c. Identify government legal actions taken there to:
i. protect the surrounding airspace from obstruction by obstacles,
ii. assure that land uses surrounding the airport are compatible with aircraft noise,
iii. establish runway use preferences, approach and departure paths to minimize
aircraft noise impact on surrounding communities.
d. Identify the specific government agency or authority that took each such action.
e. Identify the source and type of government legal powers relied on to accomplish each of
these actions.
f. Include images illustrating the airport and vicinity relating to those specific actions.
g. Identify and briefly describe all airline accidents that have occurred at or in the vicinity of
that airport since 1/01/2000, including the probable cause of each.
h. Identify current airport noise and safety issues that remain of concern to the community
and any current activity to address those issues.
i. Analyze whether the airport’s level of activity and forecast air traffic demand appear
sustainable at the present location for the long term, clearly explaining your reasoning.
Airlines
2. Select a specific commercial airline headquartered anywhere in the world, then:
a. Describe the airline, its aircraft fleet, route structure and number of employees.
b. Determine whether the airline is organized as a corporation with private ownership or is
owned by the national government.
c. Identify the governmental agency or authority responsible for regulation of the safety of
the airline’s flight operations in its home nation.
d. Describe the certification requirements, including minimum flight time, if any, for
commercial airline flight deck crewmembers in the airline’s home nation.
e. Identify the governmental agency or authority, if any, empowered to regulate the
routes flown, rates charged, and other economic aspects of the airline’s flight
operations.
f. Determine the extent to which the airline’s fleet consists of owned vs. leased aircraft
g. Identify and describe all accidents involving an aircraft operated by that airline since
1/01/2000, including the probable cause of each.
h. Determine whether the airline’s pilots and maintenance personnel based in the airline’s
home nation are represented by a labor union or unions and identify and describe any
strike activity that may have disrupted airline operations since 1/01/2000.

Humanities
1. Current Events – Ethical Issues in the Real World
In each week, the textbook readings provide an opportunity to make connections between theoretical concepts of ethics and real-world events in the news. When individuals encounter current moral dilemmas, inevitably each will approach the issues with their own perceptions and biases. Understanding how individual views fit in with various world views provides an opportunity for each of us to understand ourselves better. In these activities, you will use critical thinking skills to expand your knowledge regarding current moral and ethical issues in the world.
Each activity is a current news research activity focusing on understanding values, morals, and ethics. You are required to contribute to four of the nine modules. Although you are only required to contribute a post in four of the modules, do not procrastinate. You may not post the same contribution as another student, so it is best to start looking for material early in the module. Where applicable, properly document your citations and references (according to the current APA standard) and ensure your submission is plagiarism-free. Review the evaluation rubric for information about grading details.

Select any of the news websites from the Padlet bulletin board to search for current news stories, videos, or other media pieces for the current events activities in this course. https://padlet.com/iddcoas/humn330
Search for a current news story that demonstrates a moral or ethical dilemma. Your current news selection must be within the last 90 days. Examine the news story. Be sure to reflect and consider all aspects and viewpoints the author provides.
State the title of the news story and include the link so that others can access the story. Briefly summarize the story and explain the moral or ethical issue/dilemma and how it relates to an ethical theory, principle, and concept or code in the course text. Write at least 250 words and show a clear connection between the news story/event and the course material/ethical theory.

2. Applying Ethics
The purpose of this assignment is to encourage you to think and argue critically about specific issues related to ethical dilemmas. Each module week, you will have the option of identifying an ethics-related problem or issue and describes the ethical dilemma, relates it to the module concepts and provides insights, recommendations, and/or solutions that address the issues. You should state the facts of the ethical dilemma and relate your opinion, grounded in critical thinking and ethical theory. Discuss how your real-world issue relates to the concepts studied in this module and ethical theories. Workplace problem or issue is thoroughly described; consequences of the problem are identified. Solutions and recommendations are provided; implementation challenges are identified. Clearly connects the issue to the theories and concepts from the course. Incorporates scholarly research with sources properly cited. You are encouraged to use supporting visual aids (pictures, graphs, etc.) to enhance your assignment.

This assignment appears in all nine of the course modules. However,  you are only required to complete four of the nine assignments.
Week 1 should address ethical issues related to death and dying.
Week 2 should address ethical issues related to religion and/or equality and discrimination.
Week 3 should address ethical issues related to sexual morality and/or ethical relativism.
Week 4 should address ethical issues related to economic justice, poverty, and wealth.
Week 5 should address ethical issues related to utilitarianism and/or the death penalty.
Week 6 should address ethical issues related to deontological ethics (Immanuel Kant) and/or environmental ethics.
Week 7 should address ethical issues related to human rights and/or animal rights.
Week 8 should address ethical issues related to virtue ethics and/or biotechnology.
Week 9 should address ethical issues related to global justice, globalization and/or violence and war.

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