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Course Project: Creating the Marketing Plan

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Question;Course Project: Creating the Marketing Plan;Objectives;Back to Top;The Course Project gives students;the opportunity to synthesize all of the concepts in the BUSN319 Marketing;course by applying them to develop a comprehensive marketing plan for a new;business, product, or service.;Introduction;Back to Top;Product innovation and marketing are;the only enduring competitive advantages that companies can use to survive and;thrive in the marketplace. In the next 7 weeks, you are going to participate in;designing and writing a marketing plan for a business, product, or service of;your choosing. Your active participation in this project, first, is essential;to building your understanding of marketing, secondly, you can use a;well-written marketing plan to show prospective employers a sample of your;work.;A marketing plan is a guide for the;marketing activities of an organization for a specified period of time;typically about 5 years. The plan can be used internally to guide the marketing;activities or it can be used to communicate with external audiences to raise;capital. There are important questions to keep in mind as you design your plan.;Is the marketing idea valid?;What is unique or distinctive about the product or;service that separates it from substitutes and competitors?;Does a viable market exist for the product or service?;Are the financial projections sound?;Is the management team competent?;How will the investors get their money back with a;return on their investments?;In order to help you answer these;questions and many others, the course provides the following items.;Building an Effective Marketing Plan" as;Appendix A on page 48 of your textbook (it includes an example of a marketing;plan);Financial Aspects of Marketing" as Appendix;B on page 368 of your textbook;A marketing plan outline located in Doc Sharing;A grading rubric for the marketing plan;Guidelines;Back to Top;Your final marketing plan should be;between 4,000 and 6,000 words and must follow all APA guidelines.In Week 1, you will submit a two-page description of your;business, product, or service for instructor approval of your topic. In Week 4;you will submit a substantial draft of your marketing plan for instructor;feedback. In Week 5, you will submit a breakeven analysis for your business;product, or service. Your completed marketing plan is due at the end of Week 7.;Milestones;Back to Top;Week 1: Topic Proposal (10 points);You will select a topic for the Week;1 assignment, and thereafter, all related assignments (the draft in Week 4;the breakeven analysis in Week 5, and the final marketing plan in Week 7) MUST;be on the same topic. You may not change your marketing plan topic without;approval from your instructor. Your topic should be for a business, product, or;service that you would like to start (no multilevel marketing structures;please). Because this is an applied project and not a research paper;please do not select a corporation such as Starbucks or Coca-Cola as your;topic. You are to apply the course concepts to this project. If you are;interested in coffee restaurants, for example, you may wish to select your own;cappuccino bar as your topic and then use information from companies like;Starbucks or Seattle's Best Coffee for ideas and competitive research as you;work on your project. If you have questions about your topic, don?t hesitate to;post them in the Q & A Forum this week.;For Week 1, please write a two-page;description of your company, product, or service. It should be a new business;product, or service. Discuss ownership and company structure. Describe the;business, product, or service. Write your mission statement and include your;marketing goals.;Week 4: Draft Marketing Plan (100;points);At the end of Week 4, you will;submit a substantial draft to your instructor for grading and feedback. Read;Appendix A in the text. Be sure to download the Marketing Plan outline from Doc;Sharing. It is recommended that you start work on your draft in Week 2 after;your instructor has approved your topic. Use the Marketing Plan outline as a;guide to the required content for your marketing plan. Complete as much as you;are able in order to get a good start and an initial draft ready to submit at;the end of Week 4.;Week 5: Price Strategy/Breakeven;Analysis (50 points);One of the most challenging;decisions faced by marketers is setting the price for their products and;services. In order to select the right price, you need to ensure that you?ll be;able to cover your costs and meet customers? needs at a price that they are;willing to pay. You will need to perform a breakeven analysis to determine the;best price. Chapters 13 and 14 outline six steps that organizations follow to;set price. Follow these six steps (as listed on page 322 in the text) to set;prices for your product or service and perform a breakeven analysis. Submit;your price strategy/breakeven analysis via the Week 5 Dropbox for grading and;feedback. Be sure to incorporate any feedback provided by your instructor into;your final Week 7 Course Project.;Week 7: Final Marketing Plan (230;points);Submit your completed Marketing;Plan. It should include all sections listed in the marketing plan outline;which is in Doc Sharing. It should include headings for the various sections of;the marketing plan. APA format should be used, and a bibliography is required.;Be sure to list all references that you consult (both print media and online).;See the Syllabus section ?Due Dates;for Assignments & Exams? for due date information.;Grading;Rubrics;Back to Top;Week 1: Topic Proposal will be;evaluated as follows.;Category;%;Description;Documentation;Formatting, and Editing;10%;Quality work will include a title;page, table of contents, proper citations, and a bibliography. Quality work;will be free of any spelling, punctuation, or grammatical errors. Sentences;and paragraphs will be clear, concise, and factually correct. It must follow;APA guidelines.;Content;90%;Quality work will meet the;following requirements: Your topic should be for a business, product, or;service that you would like to start (no multilevel marketing structures;please).. Because this is an applied project and not a research paper;please do not select a corporation such as Starbucks or Coca-Cola as your;topic. You are to apply the course concepts to this project.So, if you;are interested in coffee restaurants, for example, you may wish to select;your own cappuccino bar as your topic (you can then use information from;companies like Starbucks or Seattle's Best Coffee for ideas and competitive;research as you work on your course project in Weeks 2 through 7). Your;proposal should be approximately two pages long.;Total;100%;A quality submission will meet or;exceed all of the above requirements.;Week 4: Draft Marketing Plan will be;evaluated as follows.;Category;%;Description;Documentation;and Formatting;5%;Quality work will include a title;page, abstract, proper citations, and a bibliography. Your final marketing;plan should be between 4,000 and 6,000 words, your draft should be;substantial?almost complete?and therefore approximately 3,000 to 5,000 words;long. It must follow all APA guidelines.;Organization;and Cohesiveness;20%;Quality work will use the;marketing plan outline in Doc Sharing for its organization. The content will;be properly subdivided into sections with headings. The executive summary is;not required in your draft because the executive summary is usually the last;part of the plan that is written, it summarizes the entire plan.;Editing;5%;Quality work will be free of any;spelling, punctuation, or grammatical errors. Sentences and paragraphs will;be clear, concise, and factually correct.;Content;70%;Quality work will have significant;scope and depth of research to support any statements. Relevant illustrations;or examples are encouraged. Quality work will cover all the sections included;in the marketing plan outline in Doc Sharing. The content presented must demonstrate;an understanding of the material.;Total;100%;A quality submission will meet or;exceed all of the above requirements.;Week 5: Price Strategy/Breakeven;Analysis will be evaluated as follows.;Category;%;Description;Documentation;and Formatting;5%;Quality work will include a title;page, proper citations, and a bibliography. Your final marketing plan should;be between 4,000 and 6,000 words.;Organization;and Cohesiveness;20%;Quality work will be clearly;organized to show the six steps in your pricing process and your assumptions;fixed costs summary, variable costs summary, and calculations for three;prices (high, medium, and low).;Editing;5%;Quality work will be free of any;spelling, punctuation, or grammatical errors. Sentences and paragraphs will;be clear, concise, and factually correct.;Content;70%;Quality work will demonstrate an;understanding of the breakeven analysis concept and will show correct;calculations. Completed calculations will appear in a graph or table.;Conclusions from the breakeven analysis should be summarized with your;rationale for the prices selected. The content presented must demonstrate an;understanding of the material.;Total;100%;A quality submission will meet or;exceed all of the above requirements.;Week 7: Final Marketing Plan will be;evaluated as follows.;Category;%;Description;Documentation;and Formatting;5%;Quality work will include a title;page, table of contents, abstract, proper citations, and a bibliography in;APA format.;Organization;and Cohesiveness;20%;Quality work will use the;marketing plan outline in Doc Sharing for its organization. The content will;be properly subdivided into sections with headings and subheadings, it will;include the breakeven analysis completed in Week 5 and incorporate feedback;provided from your instructor on your Week 4 draft. You may choose to use;some of the Building Your Marketing Plan exercises at the ends of the;chapters in the text to guide you to develop some sections of your plan. The;executive summary will summarize your plan and include the reasoning you;employed in your analysis, as well as any outstanding conclusions you can;reach about the marketing plan for your chosen product or service.;Editing;5%;Quality work will be free of any;spelling, punctuation, or grammatical errors. Sentences and paragraphs will;be clear, concise, and factually correct.;Content;70%;Quality work will have significant;scope and depth of research to support any statements. Relevant illustration;or examples are encouraged. Quality work will cover all the sections included;in the marketing plan outline in Doc Sharing. The content presented must;demonstrate an understanding of the material.;Total;100%;A quality submission will meet or;exceed all of the above requirements.

 

Paper#52727 | Written in 18-Jul-2015

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