I need this paper done by Saturday the 27th 1pm MST.
I also need A+ to get an A in this course as I have a border-line grade, so please take your time and do not rush.
Duncan, M., & Geesey, J. (2019). Introduction to marketing. Great River Learning.
APA 7 is required for all sources used and cited.
Professor wants to see scholarly journals used (referenced & cited) as well as course textbook noted above.He also wants to see marketing terms and concepts in text used in the paper.
Per his comment for the first two assignment, “Please keep in mind the importance of DEMONSTRATING your critical thinking skills when writing your CT Assignments.”
Also, only use 3rd person, no we/I.
He has taken off several points off on second assignment with the following comments.
Here are the desired elements:
A description of your new productYES
Complete definitions with appropriate academic support of segmenting, targeting, and positioning YES
Segmentation section, best to name segmentsYES,
Targeting section with characteristics of target marketYES
Why is target market attractive? YES
Positioning section includes 4P (product, price, promotion, & place) discussionNO
Appropriate academic support throughout paperYES
Two scholarly sources plus textbookYES
Have you demonstrated a strong understanding and application of course concepts?YES
HeadingsYES
Grammar, APA format, etcYES
Please see grading rubric for all detailed requirements below as professor is very much stickler with all the criteria in grading.
Week 5 Midweek Announcement
Hi Folks,
Here is what I will be looking for in your portfolio project:
• A strong analysis of the current situation including organizational goals and organizational weaknesses that can be addresses with the marketing plan.
• Definitions of market segmentation, targeting, and positioning (remember that positioning means using the 4 p’s of price, promotion, product, and place) along with source citations.
• Complete strategies concerning segmentation, targeting, and positioning. Name the segments; be precise with the target market. Under positioning, discuss the pricing strategy (such as EDLP, high/low, etc.) and provide sources. Develop a promotional strategy and provide sources. Be sure to address place (distribution), as well.
• References from academic journals such as the Journal of Marketing that support your views and strategy (you do not need to find articles in your industry).
• A complete and consistent strategy
• Error-free grammar and complete compliance with all APA formatting requirements
***USE Speaking Points section in the PowerPoint rather than using microphone***
Be sure to focus on these points when you complete your Power Point Presentation.
Option #1: Marketing Plan for a Company and Product/Service
Your final project is a marketing plan for the company and product or service of your choice. If you are choosing a large global company, you MUST create a new product. However, this new product may be an upgrade of an existing product.
You need to select a company that you have not used for your other assignments in the class. Your plan information should address all areas covered in this course for a marketing plan. The library’s “Locate Company Information (https://csuglobal.libguides.com/c.php?g=792339&p=5682656 (Links to an external site.)) ” guide is a great place to look up company information for this assignment.
Below is the outline to be followed for this assignment:
|
Section |
Length |
|
Executive Summary. This provides a busy executive everything he or she needs to know to invest (or not) in your proposal. It captures your key proposal and recommendations/decision factors and projected outcomes of the plan’s recommendations. |
1 Slide |
|
Company Overview. A brief description of the company, including its mission statement, background, and competitive advantages. |
1 Slide |
|
Situational Analysis. SWOT analysis—Strengths, Weaknesses, Opportunities, Threats facing the company. Also include any other external factors that may influence future sales, such as legal or social activities. |
2-3 Slides |
|
Objectives/Goals. Briefly describe your proposal–what’s new and why. What is the opportunity to be addressed or the problem to be solved? |
1 Slide |
|
Segmentation and Targeting Analysis. Define and explain why segmentation is needed. Explain the approach taken (e.g., the use of demographics) taken, and name market segments. Define and explain why targeting is needed, and roughly size your target market. |
2-3 Slides |
|
Marketing Strategy. Explain and support your marketing mix component decisions, using the 4 P’s, academic concepts, and academic reference sources. |
2-3 Slides |
|
Branding Strategy. How will the brand be developed and supported? What will be the “implied promise” of the brand? |
1 Slide |
|
Ethical Considerations. Explain how the proposed plan aligns with the company’s statement of ethics and corporate social responsibility. |
1 Slide |
|
Financial Projections. Present a summary spreadsheet. For example: years 1, 2 and 3 units sold, sales volumes. Estimate marketing expenses for promotions/advertising. What is the projected timeline of the product life cycle’s introduction and also growth stage? |
2-3 Slides |
|
Conclusion |
1 Slide |
Suggested slide setup and number of slides (25 slides):
- Title
- Executive Summary
- Company Overview
- Strengths
- Weaknesses
- Opportunities (trends)
- Threats
- Marketing Plan Objectives
- Segmentation
- Target Market
- Positioning Map
- Product (features and benefits versus the competition)
- Price (compared with competition)
- Price Strategy
- Promotional Strategy
- Place Strategy
- Branding Strategy
- CSR Strategy
- Ethics and Corporate Social Responsibility
- Financial Projections
- Conclusion
- References
Requirements:
- 15-20 PowerPoint slides in the body of the presentation.
- Application of marketing models, theory, terminology, and concepts throughout the plan
- A minimum of six references, in addition to the textbook and assigned readings. Include at least two peer-reviewed articles. The CSU Global Library is a good place to search for credible, scholarly sources.
- Meet all requirements defined in the Portfolio Project Rubric
- Formatted according to the CSU Global Writing Center (Links to an external site.).
Note: If you do not have access to a microphone, you may write out your narration as a script and submit as an accompanying Word document or find an alternative way of presenting the narration, depending on the program. PowerPoint, for instance, has the option to add notes at the bottom of each slide. Be sure to clearly designate which slide the narration accompanies.
Rubric
MKG310 Mod 8 PP
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MKG310 Mod 8 PP |
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Criteria |
Ratings |
Pts |
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This criterion is linked to a Learning OutcomeContent |
|
70 pts |
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This criterion is linked to a Learning OutcomeRequirements |
|
50 pts |
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|
This criterion is linked to a Learning OutcomeAnalysis |
|
35 pts |
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|
This criterion is linked to a Learning OutcomeSources |
|
25 pts |
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|
This criterion is linked to a Learning OutcomeApplication of Source Material |
|
20 pts |
||||
|
This criterion is linked to a Learning OutcomeOrganization |
|
20 pts |
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This criterion is linked to a Learning OutcomeGrammar and Style |
|
20 pts |
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|
This criterion is linked to a Learning OutcomeDemonstrates proper use of APA style |
|
20 pts |
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|
Total Points: 260 |
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