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Advanced Marketing Weekly JournalUnit IWays to the CSU Online Library as a marketing manager within a company and how you might use this as a student completing your graduate course of study. Columbia Southern University (CSU) Online Library is an exceptional resource. If utilized correctly, this resource could provide an abundance of information for a marketing manager looking to compare company and industry data between companies. Marketing managers have a responsibility for ensuring their companies stay competitive in immerging markets. Utilizing the resources provided by CSU Online Library, marketing managers have access to all aspects of an industry, such as market share concentrations, critical success factors, cost structure benchmarks, the basis of competition, Barriers to entry, industry globalization, and much more. As a graduate student, CSU Online Library provides a multitude of databases in which to conduct research. With CSU being online study, students must have a large selection of research tools at their disposal, CSU Online Library provides this for them. Many of the resources provided through the library are available by doing a google search; however, many of those sources, when not utilized through CSU, have a charge for using them. CSU has bridged the gap with these sites, providing its students with the best opportunities to learn and expand their knowledge. In closing, CSU Online Library could be utilized in a multitude of ways. From a student working on their bachelorette degree to a CEO of a company, the library provides everything from the basic knowledge of a product, industry, company, etc., to the most in-depth research, to
comparison of future outlooks on such categories. This resource is priceless and should not be taken for granted and should be taken advantage of to the utmost. Unit II Journal If you were the chief executive officer (CEO) of your company, how would you feel about incorporating the PEST (political, economic, social, and technological) analysis tool as a means to create a company-wide planning culture? Do you believe it would be helpful for the company’s sustained competitiveness? Why, or why not?You may want to review the Unit II Lesson in order to better understand the PEST analysis tool.As the chief executive officer (CEO), incorporating the PEST (political, economic, social,and technological) analysis tool to create a company-wide planning culture is a must. The PEST analysis tool allows for an understanding of the macroeconomic business environment. Every company should be concerned about how these factors will affect organizational performance and progression in the long-term. Utilizing PEST with other analytical management tools such asSWOT (strength, weaknesses, opportunities, and threats) and Porter’s Five Forces provides a clearer understanding of situational and related internal and external factors.