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MKT 432 Milestone One Guidelines and Rubric Overview: For the final project, you will create a marketing plan presentation. As the final step in your journey toward your bachelor of science in marketing, you will complete a capstone that integrates the knowledge and skills you have developed in previous coursework and over the duration of the term by developing your marketing plan presentation. This capstone has been created to give you an opportunity to apply your knowledge to a real-world scenario. You will have the opportunity to demonstrate your creativity as you create your own product or service. Additionally, you will apply your analytic skills as you review the competitive landscape. You will also make decisions based on research and your strategic thinking as you apply it all in the development of a marketing plan. Understanding and mastery of these three skills is integral to success in the marketing field. In Milestone One, you will submit a strengths, weaknesses, opportunities, and threats (SWOT) analysis that needs to include the below elements. These elements will demonstrate how you are making progress on meeting the course outcomes. Include at least three items in each quadrant and include any legal or ethical implications. Submit your SWOT analysis to the discussion topic as an image and write a brief overview of your findings, including the following:

 Which of your strengths are the most likely to help in the development of marketing activities?

 Which of your identified opportunities will you pursue first and why?

 Which of your threats are you most concerned about?

 What are the gaps not addressed in the SWOT analysis that you need to be aware of as you move forward in the development of your marketing plan?

 What legal and ethical implications are considered? This milestone is in the discussion topic. You are also responsible for two responses posts to your peers. Your grade for this milestone will be based on your initial post and your two responses posts. In your response posts to your classmates, identify any similarities between your SWOT analysis findings and discuss how these similarities may have different impacts on your marketing plans due to the differences in your products/services.

Rubric

Guidelines for Submission: Milestone One is submitted in the discussion topic. Your initial post should address all of the questions in the prompt above. In your responses to your classmates, ensure that your posts are thoughtful and detailed. If sources are used, include all sources in APA format. The “Possible Indicators of Success” are examples for you and the instructor of the types of concepts to look for to demonstrate proficiency. They are neither exhaustive nor prescriptive and should be used as guides for illustrating how your capstone embodies the outcome. Course outcomes represented in the milestone components may not contain all of the possible indicators of success, but rather may focus on one or two of those elements. Additional elements will be found in other milestones. This allows you to practice meeting the course outcomes with different possible indicators of success in milestone assignments. In this milestone, you will be assessed on your progress toward the course outcomes with this rubric. If you are making progress toward meeting the course

outcomes, you will receive “Evident.” If your submission does not show progress toward meeting the course outcome, you will receive “Not Evident.” Incorporate feedback from your instructor to help better meet each of course outcome in your final submission.

MKT-432-02: Recommend strategies for maximizing both internal and external opportunities through the effective use of the marketing mix

Evident 100%

Not Evident 0%

Value

Feedback on progress toward outcome proficiency:

30

Possible Indicators of Success Does Milestone One demonstrate the student’s ability to develop strategies utilizing internal and external marketing opportunities and threats?

Does Milestone One demonstrate the student’s ability to complete an informed, insightful SWOT analysis? Does it allow the student to turn findings into strategies that address both internal and external prospects?

MKT-432-04: Employ effective written and oral communication skills appropriate to the professional marketing context

Evident 100%

Not Evident 0%

Value

Feedback on progress toward outcome proficiency:

30

Possible Indicators of Success Does the Milestone One submission demonstrate qualities of effective professional communication?

Does the Milestone One submission demonstrate the student’s ability to effectively use communication skills to communicate their content?

Do the student’s responses to peers include in-depth, professionally communicated feedback?

MKT-432-05: Apply legal and ethical principles to marketing activities Evident 100%

Not Evident 0%

Value

Feedback on progress toward outcome proficiency:

30

Possible Indicators of Success Does Milestone One demonstrate the student’s ability to develop marketing recommendations that are legally and ethically sound?

Does Milestone One apply the SWOT analysis to identify potential legal and ethical issues that may impact marketing?

Articulation of Response: Submission has no major errors related to citations,

grammar, spelling, syntax, or organization

Evident

100%

Not Evident

0%

Value

10

Total 100%