Assignment 2: Part B: Your Marketing Plan

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Assignment 2: Part B: Your Marketing Plan

 

Due Week 6 and worth 240 points

 

From the start of this course, you have accessed the Interactive Marketing Plan tool and used the step-by-step guide to complete Part B of your marketing plan. You are required to submit a marketing plan for a hypothetical product-based company. Your plan must include the company’s mission, introduction and branding, and information collected from Step 5 of the Interactive Marketing Plan, located in the course shell.

 

 

 

Note: Some elements may not be covered in the Interactive Marketing Plan and will require additional research.

 

Note:

 

You may create and /or make all necessary assumptions needed for the completion of this assignment.

 

Write a four to five (4-5) page paper in which you:

 

1. Revise your executive summary from Assignment 1, based on feedback from your instructor.

 

2. Develop a branding strategy for your product that covers the brand name, logo, slogan, and at least one (1) brand extension.

 

3. Develop a marketing strategy for your product and determine an appropriate time table for execution of the plan (e.g., phase 1, phase 2, etc.). Provide a rationale for your response.

 

4. Develop a positioning statement which should include, at a minimum, a benefit, user, competitive, or innovative statement about your product. Provide a rationale for your time frame for execution of your positioning statement.

 

5. Examine the relevant marketing science of customer behavior for your product.

 

6. Develop your company’s mission statement and company introduction.

 

7. Use at least three (3) 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.

 

The specific course learning outcomes associated with this assignment are:

 

 Analyze the marketing framework including the concepts of the 5Cs, STP, and 4Ps.

 

 Examine the marketing science of customer behavior and products in the marketing exchange process and create dynamic strategies for competing.

 

 Evaluate the basis for market segmentation and approaches to segmentation.

 

 Evaluate target customer segments and positioning products within these segments.

 

 Examine the marketing science of customer behavior and products in the marketing exchange process and create dynamic strategies for competing.

 

 Develop branding strategies for existing and new products.

 

 Use technology and information resources to research issues in marketing management.

 

 

 

 

 

 

 

 

 

Write clearly and concisely about marketing management using proper writing mechanics.

 

Grading for this assignment will be based on answer quality, logic / organization of the paper, and language and writing skills, using the following rubric.

 

Points: 240

Assignment 2: Part B: Your Marketing Plan

 

Criteria

 

Unacceptable

Below 70% F

 

Fair

70-79% C

 

Proficient

80-89% B

 

Exemplary

90-100% A

 

1. Revise your executive summary from Assignment 1, based on feedback from your instructor.

Weight: 10%

 

 

Did not submit or incompletely revised your executive summary from Assignment 1, based on feedback from your instructor.

 

 

Partially revised your executive summary from Assignment 1, based on feedback from your instructor.

 

 

Satisfactorily revised your executive summary from Assignment 1, based on feedback from your instructor.

 

 

Thoroughly revised your executive summary from Assignment 1, based on feedback from your instructor.

 

 

2. Develop a branding strategy for your product that covers the brand name, logo, slogan, and at least one (1) brand extension.

Weight: 15%

 

 

Did not submit or incompletely developed a branding strategy for your product that covers the brand name, logo, slogan, and at least one (1) brand extension.

 

 

Partially developed a branding strategy for your product that covers the brand name, logo, slogan, and at least one (1) brand extension.

 

 

Satisfactorily developed a branding strategy for your product that covers the brand name, logo, slogan, and at least one (1) brand extension.

 

 

Thoroughly developed a branding strategy for your product that covers the brand name, logo, slogan, and at least one (1) brand extension.

 

 

3. Develop a marketing strategy for your product and determine an appropriate time table for execution of the plan (e.g., phase 1, phase 2, etc.). Provide a rationale for your response. Weight: 15%

 

 

Did not submit or incompletely developed a marketing strategy for your product and did not submit or incompletely determined an appropriate time table for execution of the plan (e.g., phase 1, phase 2, etc.). Did not submit or incompletely provided a rationale for your response.

 

 

Partially developed a marketing strategy for your product and partially determined an appropriate time table for execution of the plan (e.g., phase 1, phase 2, etc.). Partially provided a rationale for your response.

 

 

Satisfactorily developed a marketing strategy for your product and satisfactorily determined an appropriate time table for execution of the plan (e.g., phase 1, phase 2, etc.). Satisfactorily provided a rationale for your response.

 

 

Thoroughly developed a marketing strategy for your product and thoroughly determined an appropriate time table for execution of the plan (e.g., phase 1, phase 2, etc.). Thoroughly provided a rationale for your response.

 

 

4. Develop a positioning statement which should include, at a minimum, a benefit, user, competitive, or innovative statement about your product. Provide a rationale for your time frame for execution of your positioning statement.

Weight: 15%

 

 

Did not submit or incompletely developed a positioning statement which included, at a minimum, a benefit, user, competitive, or innovative statement about your product. Did not submit or incompletely provided a rationale for your time frame for execution of your positioning statement.

 

 

Partially developed a positioning statement which included, at a minimum, a benefit, user, competitive, or innovative statement about your product. Partially provided a rationale for your time frame for execution of your positioning statement.

 

 

Satisfactorily developed a positioning statement which included, at a minimum, a benefit, user, competitive, or innovative statement about your product. Satisfactorily provided a rationale for your time frame for execution of your positioning statement.

 

 

Thoroughly developed a positioning statement which included, at a minimum, a benefit, user, competitive, or innovative statement about your product. Thoroughly provided a rationale for your time frame for execution of your positioning statement.

 

 

5. Examine the relevant

 

 

Did not submit or

 

 

Partially examined

 

 

Satisfactorily

 

 

Thoroughly

 

 

 

  • 7 years ago
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