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MKT 500 Final Project Milestone Nine: Implementation, Evaluation, and Control Guidelines and Rubric Overview: For this final section of your marketing plan, write a short paper that addresses how you intend to implement, evaluate, and control (IEC) all of the marketing activities that are described throughout your marketing plan. Implementation is the process that turns a marketing plan into specific action items and ensures that these assignments are carried out in a way that accomplishes the objectives that were set early on in the marketing planning process. The evaluation part of IEC gauges the extent to which the marketing objectives have actually been achieved during a specified time period that is determined by the marketing manager. Lastly, control provides the mechanisms for evaluating marketing results in light of the marketing plan goals as developed earlier. This provides for correcting any actions that do not help the organization reach these goals within budget guidelines. Therefore, the IEC section of the marketing plan is forward-looking and details specific actions. Common reasons for failing to achieve marketing objectives include unrealistic marketing objectives that were developed in the first place, inappropriate marketing strategies in the plan, poor implementation of the plan, and changes that have taken place in the marketing environment after the plan has been developed. Thus, the implementation, evaluation, and control section of the marketing planning process serves as a “check and balance” for actual plan performance. In this section of your marketing plan you will need to specifically address how you intend to implement, evaluate, and control your marketing plan going forward. Therefore, be specific about the activities you intend to put in place to accomplish this, including a time schedule in which you will operate. This milestone is due in Module Nine.

Rubric Guidelines for Submission: Your paper must be submitted as a 3- to 4-page Microsoft Word document with double spacing, 12-point Times New Roman font, one-inch margins, and APA formatting. Incorporate at least two scholarly resources.

Critical Elements Proficient (100%) Needs Improvement (75%) Not Evident (0%) Value

IEC: Implementation Recommends specific implementation activities and detailed action items that are designed to accomplish the plans’ objectives

Recommends specific implementation activities and detailed action items that are designed to accomplish the plans’ objectives but the items or the plan for accomplishing them are not clearly articulated

Does not recommend specific implementation activities and detailed action items that are designed to accomplish the plans’ objectives

25

IEC: Evaluation Recommends specific evaluation activities that gauge the extent to which the marketing objectives will be achieved during a specific time period

Recommends specific evaluation activities that gauge the extent to which the marketing objectives will be achieved during a specific time period, but the items or the plan for accomplishing this is not clearly articulated

Does not recommend specific evaluation activities that gauge the extent to which the marketing objectives will be achieved during a specific time period, or parts are missing

25

IEC: Control Recommends specific control mechanisms for evaluating marketing results in light of the plans goals, including a time frame for review

Recommends specific control mechanisms for evaluating marketing results in light of the plans goals, including a time frame for review, but the items or the plan for accomplishing this is not clearly articulated

Does not recommend specific control mechanisms for evaluating marketing results in light of the plans goals, and/or does not include a time frame for review

25

Application of Marketing Principles

All marketing principles are applied correctly and authentically

Most marketing principles are applied correctly and authentically

Marketing principles are applied incorrectly or not authentically

15

Incorporation of Scholarly Sources

Incorporates at least two properly cited, scholarly resources that reflect depth of research

Incorporates at least one properly cited, scholarly resource

Does not incorporate any properly cited, scholarly resources

5

Mechanics Errors of grammar, organization, and style are marginal and rarely interrupt the flow

Errors of grammar, organization, and style are limited enough that the paper is still able to be understood

Errors of grammar, organization, and style make the paper difficult to understand

5

Total 100%