BUS 620 Managerial Marketing

Develop a 12- to14-page marketing plan (not including the title and reference pages, charts and/or graphs) for any product of your choice. Your marketing plan must:

• Analyze the specific marketplace situation in detail, including organizational strengths, weaknesses, environmental opportunities, and threats (SWOT analysis).
• Develop an organizational mission statement, and forecast performance goals using your situational analysis.
• Design a marketing strategy based upon your objectives.
• Create an appropriate integrated marketing mix, which will include your ability to effectively appeal to the specific market segments you will be targeting.
• Develop a written summary and specific recommendations for the implementation of your plan.

Writing the Final Paper
The Final Paper:

• Must be 12 to 14 double-spaced pages in length (not including the title and reference pages, charts and/or graphs) and formatted according to APA style as outlined in the Ashford Writing Center.
• Must include a title page with the following:
• Title of paper
• Students name
• Course name and number
• Instructor’s name
• Date submitted
• Must begin with an introductory paragraph that has a succinct thesis statement.
• Must address the topic of the paper with critical thought.
• Must end with a conclusion that reaffirms your thesis.
• Must use at least four scholarly sources from the Ashford University Library, in addition to the text.