MKT500 Marketing Management
Assignment 1 Part A Your Marketing Plan
Part A: Your Marketing Plan
For this assignment, you will document your hypothetical company’s background information and mission statement, your company’s short- and long-term goals, an environmental analysis, and a SWOT analysis.
Note: You should create and / or make all necessary assumptions needed for the completion of this assignment.
Instructions
Create the first part of your marketing plan:
Write an introduction to your company. Describe your hypothetical company, its location, and the product it makes or the service it provides, and introduce the contents of your marketing plan.
Develop your company’s mission statement.
Decide the main goals that you would like to achieve within the next year (short term) and the main goals that you would like to achieve within the next five years (long term). Determine the most appropriate ways to measure both short- and long-term goals.
Note: Consider the following metrics: tracking downloads of website content, website visitors, increases in market share, customer value, new product /service adoption rates, retention, rate of growth compared to competition and the market, margin, and customer engagement.
Develop an environmental analysis that includes competitive, economic, political, legal, technological, and sociocultural forces.
Develop both a SWOT analysis and needs analysis for your product / service. Each analysis should examine three strengths, weaknesses, opportunities, and threats for your company.
Use at least three academic resources as quantitative marketing research to determine the feasibility of your product / service. These resources should be industry specific and relate to your chosen product / service.
Note: Wikipedia and other websites do not qualify as academic resources.
Your assignment must follow these formatting requirements:
Be typed, double-spaced, using Times New Roman font (size 12), with one-inch margins on all sides; citations and references must follow APA or school-specific format. Check with your professor for any additional instructions.
Include a cover page containing the title of the assignment, the student’s name, the professor’s name, the course title, and the date. The cover page and the reference page are not included in the required assignment page length of 8 to 12 pages.
The specific course learning outcomes associated with this assignment are:
Analyze marketing environments and strategies used to strengthen product or service positioning.
a. Evaluate data and information on customer/consumer behavior.
b. Evaluate marketing research tools involved in the marketing process.
c. Examine the marketing science of customer behavior and products in the marketing exchange process.
Evaluate marketing strategies used to create/communicate customer value.
a. Analyze the marketing framework through a situation analysis.
Create an effective marketing plan.
a. Develop recommendations based on market analysis and strategy.
b. Develop strategies to assess performance and achieve marketing goals.
c. Develop dynamic strategies for competing.
Grading for this assignment will be based on answer quality, logic / organization of the paper, and language and writing skills, using the following rubric found here.
MKT500 Marketing Management
Assignment 2 – Part B Your Marketing Plan
Instructions
Create the second part of your marketing plan:
Describe or list the feedback you received on Part A of your marketing plan. Explain how you will use the feedback to improve your plan.
Develop a branding strategy for your product / service that covers the brand name, logo, slogan, and at least one brand extension.
Thoroughly analyze the primary and secondary markets that you want to target. Thoroughly include the demographic profile (e.g., age, gender, ethnicity, etc.), psychographic profile, professional profile, geographic profile, and any other segmentation variable you deem necessary.
Prepare a positioning statement. Include a perceptual map that shows your company’s position against its competitors. From this map, create a statement that depicts your position.
Examine the relevant consumer behavior for your target market. Explain the main reasons why the brand name, logo, slogan, brand extension, as well as the positioning statement are right for the identified target market.
Use at least three academic resources as quantitative marketing research to determine the feasibility of your product / service. These resources should be industry specific and relate to your chosen product / service.
Note: Wikipedia and other similar websites do not qualify as academic resources.
Your assignment must follow these formatting requirements:
Be typed, double- spaced, using Times New Roman font (size 12), with one-inch margins on all sides; citations and references must follow APA or school-specific format. Check with your professor for any additional instructions.
Include a cover page containing the title of the assignment, the student’s name, the professor’s name, the course title, and the date. The cover page and the reference page are not included in the required assignment page length.
The specific course learning outcomes associated with this assignment are:
1. Analyze marketing environments and strategies used to strengthen product or service positioning.
c. Examine the marketing science of customer behavior and products in the marketing exchange process.
2. Evaluate marketing strategies used to create/communicate customer value.
a. Analyze the marketing framework through a situation analysis.
b. Evaluate target customer segments and positioning products within these segments.
c. Evaluate the basis for market segmentation and approaches to segmentation.
3. Create an effective marketing plan.
a. Develop recommendations based on market analysis and strategy.
b. Develop strategies to assess performance and achieve marketing goals.
c. Develop dynamic strategies for competing.
d. Develop branding strategies for existing and new products or services.
Grading for this assignment will be based on answer quality, logic / organization of the paper, and language and writing skills, using the following rubric found here.
MKT500 Marketing Management
ASSIGNMENT 3 – PART C YOUR MARKETING PLAN
For this assignment, you will conclude your marketing plan by developing your hypothetical company’s pricing and distribution strategies, and integrated marketing communications plan.
Note: You should create and / or make all necessary assumptions needed for the completion of this assignment.
Instructions
Create the third part of your marketing plan:
Describe or list the feedback you received on Part B of Your Marketing Plan. Explain how you will use the feedback to improve your plan.
Develop the company’s pricing and distribution strategy.
Develop the integrated marketing communications plan most relevant for your product / service and audience. Develop your message strategy. Develop your media strategy.
Develop your public relations, sales promotion, and personal selling plan most relevant for your product / service and audience.
Develop your online and direct marketing plan most relevant for your product / service and audience.
Develop your social responsibility/cause related marketing plan most relevant for your product / service and audience.
Use at least three academic resources that address sustainability and monitoring of effective marketing plans and determine the applicability for your hypothetical company. These resources should be industry specific and relate to your chosen product / service.
Note: Wikipedia and other websites do not qualify as academic resources.
Your assignment must follow these formatting requirements:
Be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides; citations and references must follow APA or school-specific format. Check with your professor for any additional instructions.
Include a cover page containing the title of the assignment, the student’s name, the professor’s name, the course title, and the date. The cover page and the reference page are not included in the required assignment page length.
The specific course learning outcomes associated with this assignment are:
2. Evaluate marketing strategies used to create/communicate customer value.
d. Analyze integrated marketing communications and its relationship to advertising strategy.
3. Create an effective marketing plan.
a. Develop recommendations based on market analysis and strategy.
c. Develop dynamic strategies for competing.
d. Develop branding strategies for new products or services.
e. Develop pricing strategies and distribution channels for products or services.
f. Develop a fully integrated marketing communications plan for products or services.
MKT500 Marketing Management
Assignment 4 – Part D: Your Marketing Plan Presentation
Create a PowerPoint presentation in which you present your full marketing plan from Assignments 1, 2, and 3. References are required. This presentation does not require any video or audio narration.
Instructions
Create a PowerPoint presentation in which you:
Present the major points of your marketing plan.
Clearly convey your ideas.
Create a professional presentation.
Use technology (title slide naming conventions) to convey ideas.
Use proper grammar.
The specific course learning outcomes associated with this assignment are:
3. Create an effective marketing plan.
a. Develop recommendations based on market analysis and strategy.
b. Develop strategies to assess performance and achieve marketing goals.
c. Develop dynamic strategies for competing.
d. Develop branding strategies for new products or services.
e. Develop pricing strategies and distribution channels for products or services.
f. Develop a fully integrated marketing communications plan for products or services.
Grading for this assignment will be based on answer quality, logic / organization of the paper, and language and writing skills, using the following rubric found here.
This is the information to include on your PowerPoint title slide:
