Overview
This is a core assessment of the course. You will prepare a marketing plan. The subject of the plan will be a product of your own choice, either an existing product/service or a product idea of your own.
Refer to Assignments and Grading for more information.
Directions
- Work on the recommended tasks in the unit milestones. This will help you pace the work throughout the course.
- It is not required that you submit unit research to your instructor, but please feel free to ask questions along the way.
Requirements of the Written Report
- The entire written paper should be 10-12 pages long.
- Reference the marketing plan outline and core assessment checklist to create an organized marketing plan of high quality.
- Be sure to use the same headings as the marketing plan outline
- Refer to the core assessment checklist to write a high-quality report.
- The report should contain a cover page, a table of contents, reference page and appendices when necessary.
Unit Milestones
| Unit |
Milestone |
Work on |
| 1 |
- Determine which product/service/company you plan to use.
- Begin research and an analysis on its competitive environment
|
 |
| 2 |
- Complete research and development for
- initial research on defining target market
- demand forecast
- complete value proposition
- define how you will deliver satisfaction and maintain customer loyalty, customer profile, demos and other important information
|
|
| 3 |
- complete research and development for
- specific market segmentation, targeting, and positioning statements
- develop “branding” strategy for your produce/service
- decide on brand name,
- develop equity position and include the decisions in developing the brand strategy.
|
|
| 4 |
- complete research and development for
- product/service’s brand positioning
- differentiated brand positioning of your product/service
- identifying who the market leaders are for your chosen product/service
- identifying the niche that your product/service is in
- deciding whether your product/service is going to be a leader, follower, or challenger to well-established products or brands
|
|
| 5 |
- complete your research and development for
- setting product strategy/designing or managing services
- developing pricing strategies and programs
- product or service strategy
|
|
| 6 |
- complete your research and development for
- channel decisions for getting your product/service to the consumer
- retailing, wholesaling, and logistical marketing plans
- plans for locations, hours of operations, and how your “service” plans on managing demand and capacity issues (if applicable)
- an integrated marketing communications matrix
|
|
| 7 |
- complete your research and development for
- advertising program complete with objectives, budget; advertising message and creative strategy
- media decisions, and sales and promotional materials
- direct market channels plans (if applicable)
- consumer-adoption process for your new product
- how the consumer will learn about your new product/service and how quickly they will adopt it
- how the product will be targeted to the heavy users and early adopters first, then early, and late majorities
- the estimated time for full adoption.
- Submit complete marketing plan
|
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