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Devry BUSN319 course project

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Question;he 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 textbookA marketing plan outline located in Doc SharingA 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#54253 | Written in 18-Jul-2015

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