Marketing Fundamentals MKTG.5010 Marketing Plan Guidelines and Grading Throughout the course we explore how marketing is based on customer needs, how advertising communicates those needs in a manner consistent with the customers’ search process, and how the channel of distribution is both a means to satisfy the end customer and is a customer itself. We will have also discussed various methods to gather customer information. This exercise asks you to synthesize many of these marketing efforts. Marketing Plan This is a team project for groups of 3-5 as it would be within an organization. Choose a company or product line of interest to your team for your marketing plan. The plan may focus on your current employer, competing company, new company you want to launch, a former employer, or company of general interest to you. Manufacturing, services, technology, etc. as well as business-to-consumer and business-tobusiness companies may be used for this project. If the company is large, feel free to narrow the focus to something feasible such as a particular division or product line. You will submit a marketing plan that includes the elements listed below. There will be some variation on the emphasis and detail included for some elements based on the product/company chosen. • Executive Summary (write this last as it is a brief review of your entire marketing efforts) (10 points) • Situation Analysis and SWOT (10 points) • Industry Overview (especially primary competitors, trends and industry growth projections) (5) • Marketing Planning (total 55): o Marketing Objectives (5 points) o Target Market(s) (Profile and needs for the product/service) (10 points) o Positioning (10) – why you chose it and how it suits with the target market’s profile. o Product, Price, Place/Distribution Strategies (10 points) o Promotion Plan (15 points) including detailed marketing activities that will continue (clearly indicated) and your proposed marketing activities plan. o Original communication (5) • Implementation Plan for each marketing effort (Project Plan with timelines) (10 points) • Measurement Plan for each marketing effort (10 points) – how will you measure success of the marketing effort? Your plan must include an original (= made by you) communication to one of your target segments. It can be a mock-up of an advertisement, Facebook page, email, etc. This is your opportunity to demonstrate your creativity in reaching a market segment, but make sure your communication expresses your strategy (positioning etc.). Submit a written report (.doc or .docx) of about a 1000 words, no later than the last day of the course using Blackboard. Title page, table of contents and appendixes with tables and figures are not counted in the word count. This project will comprise 25% of your grade. The points for each section are listed above. (100 points total
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