MKT 6920 Marketing Management
Marketing Plan
In application of the concepts learned in MKT 6920, you will have the opportunity to compile the elements of a marketing plan for a company you may like to start-up someday. The company can produce either physical products and/or a service. This marketing plan assignment will replace the interactive marketing plan.
As you are compiling the marketing plan paper, it is important to present a complete analysis of your company with comprehensive details. A recommended format has been provided below to ensure that you are including all the necessary parts of the plan. Review the rubric in the classroom to understand what exactly should be included in each section in order to earn full points. The final length of the Marketing Plan paper will be 10-15 pages using Times New Roman 12-point font and 1-inch margins (not including the title page and reference page).
Rough Draft Due in Unit 4 AND Final Draft Due in Unit 8
A rough draft can be submitted in Unit 4 which will enable you to receive professor feedback. The more you include in the rough draft, the more feedback you will receive from the professor before you submit the final marketing plan in Unit 8.
Marketing plan subheadings (see rubric in classroom for further explanation)
EXECUTIVE SUMMARY AND INTRODUCTION (5 points)
COMPANY ANALYSIS (5 points)
MARKET DEFINITION AND POTENTIAL (5 points)
COMPETITOR ANALYSIS (5 points)
CUSTOMER ANALYSIS (5 points)
SWOT ANALYSIS (5 points)
MARKETING OBJECTIVES & GOALS (5 points)
MARKETING STRATEGY (5 points)
TARGET MARKET & POSITIONING (5 points)
MARKETING MIX-PRODUCT (5 points)
MARKETING MIX-PRICING (5 points)
MARKETING MIX-PLACE (5 points)
MARKETING MIX-PROMOTION (5 points)
IMPLEMENTATION & CONTROL (5 points)
CONCLUSION (5 points)
Written Communication (25 points) … Includes organization, writing style, grammar, references and professionalism
TOTAL POINTS: 100 Points (earned with Unit 8 submission)
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