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MKT475
Preview: MKT475 : Strategic Marketing
Course Guide
Prerequisites
Course Description
Instructional Materials
This course focuses on the strategic elements of marketing—including responses to new challenges
—that organizations need to compete effectively in today's business environment. Tools for gathering
and analyzing marketing data, strategic market segmentation, market-driven program development,
targeting and positioning choices, strategic decision making, implementation and control will be
presented. Digital advances will also be explored, along with their related effects on the marketing
environment, competition, and customer information.
Required Resources
Russell Abratt. 2019. Strategic Marketing: Concepts and Cases. http://libdatab.strayer.edu/login?
url=https://search.ebscohost.com/login.aspx?direct=true&db=nlebk&AN=1776715&site=eds-
live&scope=site
Geoffrey Lancaster. 2018. Essentials of Marketing Management. http://libdatab.strayer.edu/login?
url=https://search.ebscohost.com/login.aspx?direct=true&db=nlebk&AN=1581263&site=eds-live&scope=site
KCAL CBS Los Angeles. 2011. Starbucks Profit-Sharing Plan To Give $100K To Crenshaw High
School. https://losangeles.cbslocal.com/2011/10/04/starbucks-profit-sharing-plan-to-give-100k-to-
crenshaw-high-school/
Ⓒ2020 Strayer University. All Rights Reserved. This document contains Strayer University Confidential and Proprietary
information and may not be copied, further distributed, or otherwise disclosed in whole or in part, without the expressed
written permission of Strayer University.
NOTE: The links in this document do not function. Please refer to your course to view/download
linked content.
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Course Learning Outcomes
Matt Day. 2020. Amazon to Open Larger Go Grocery Store in Hometown Seattle.
libdatab.strayer.edu/login?url=https://search.ebscohost.com/login.aspx?
direct=true&db=edb&AN=141931942&site=eds-live&scope=site
Glenn Llopis. May 13, 2013. Capturing the Hispanic Market Will Require More Than a Total Market
Strategy. https://www.forbes.com/sites/glennllopis/2013/05/13/capturing-the-hispanic-market-will-
require-more-than-a-total-market-strategy/#30816a7e71aa
Barry Thomsen. 2012. What Price to Charge? libdatab.strayer.edu/login?
url=https://search.ebscohost.com/login.aspx?direct=true&db=bth&AN=73935243&site=eds-
live&scope=site
Debora J. Gilliard. 2019. The Toy Industry Is Declining? How Can Mattel, Inc. Survive?
libdatab.strayer.edu/login?url=https://search.ebscohost.com/login.aspx?
direct=true&db=bth&AN=138601392&site=eds-live&scope=site
Philip Kotler. 2013. Ending the War Between Sales and Marketing. HBR's 10 Must Reads on
Strategic Marketing. http://libdatab.strayer.edu/login?url=https://search.ebscohost.com/login.aspx?
direct=true&db=nlebk&AN=675214&site=eds-live&scope=site&ebv=EK&ppid=Page-__-111
Tereza Semerádová. 2009. Calculation of Facebook Marketing Effectiveness in Terms of ROI.
http://libdatab.strayer.edu/login?url=https://search.ebscohost.com/login.aspx?
direct=true&db=nlebk&AN=2007185&site=eds-live&scope=site&ebv=EB&ppid=pp_286
Supplemental Resources
MindTools. No date. SWOT Analysis: How to Develop a Strategy for Success.
https://www.mindtools.com/pages/article/newTMC_05.htm
Evaluate a company using a SWOT analysis.
1
Develop a marketing strategy based on markets, segments, and customer
value.
2
Create an implementation plan for a marketing strategy and measuring
marketing performance.
3
Ⓒ 2020 Strayer University. All Rights Reserved. This document contains Strayer University Confidential and Proprietary
information and may not be copied, further distributed, or otherwise disclosed in whole or in part, without the expressed
written permission of Strayer University.
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Weekly Course Schedule
Week 1 - To Do List
Learn: Read Chapter 1 from Strategic
Marketing:
Concepts
and
Cases.
Learn: Read the assigned article.
Discuss: Introduce yourself and participate in the discussion, Marketing Strategy Process.
Week 2 - To Do List
Learn: Read Chapter 2 in Strategic
Marketing:
Concepts
and
Cases.
Learn: View this week's video.
Discuss: Participate in the discussion, Strategic Market Segmentation.
Week 3 - To Do List
Learn: Read Chapter 3 in Strategic
Marketing:
Concepts
and
Cases.
Learn: View this week's videos.
Present a marketing strategy and implementation plan to a stakeholder.
4
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information and may not be copied, further distributed, or otherwise disclosed in whole or in part, without the expressed
written permission of Strayer University.
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Week 3 - To Do List
Discuss: Participate in the discussion, Competitive Positioning.
Assignment: Complete the homework assignment for Week 3.
Week 4 - To Do List
Learn: Read Chapter 4 in Strategic
Marketing:
Concepts
and
Cases.
Learn: Read two required articles.
Learn: View the weekly video.
Discuss: Participate in the discussion, Twitter Case Study.
Assignment: Complete the assignment, Marketing Strategy Creation.
Week 5 - To Do List
Learn: Read pages 76–95 in Strategic
Marketing:
Concepts
and
Cases.
Learn: View the weekly video.
Discuss: Participate in the discussion, Cadillac Case Study.
Week 6 - To Do List
Ⓒ 2020 Strayer University. All Rights Reserved. This document contains Strayer University Confidential and Proprietary
information and may not be copied, further distributed, or otherwise disclosed in whole or in part, without the expressed
written permission of Strayer University.
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Week 6 - To Do List
Learn: Read pages 96–119 in Strategic
Marketing:
Concepts
and
Cases.
Discuss: Participate in the discussion, Walmart.
Week 7 - To Do List
Learn: Read Chapter 6 in Strategic
Marketing:
Concepts
and
Cases.
Learn: Read the required article.
Learn: Watch the weekly video.
Discuss: Participate in the discussion, Chipotle Case Study.
Week 8 - To Do List
Learn: Read Chapters 10 and 11 in Essentials
of
Marketing
Management.
Learn: Read the required article.
Learn: Watch the weekly video.
Discuss: Participate in the discussion, Sales Force and Digital Strategy.
Ⓒ 2020 Strayer University. All Rights Reserved. This document contains Strayer University Confidential and Proprietary
information and may not be copied, further distributed, or otherwise disclosed in whole or in part, without the expressed
written permission of Strayer University.
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Week 8 - To Do List
Assignment: Complete the assignment, Marketing Strategy Implementation.
Week 9 - To Do List
Learn: Read the required article.
Prepare: Complete Internet research in preparation for this week's discussion.
Discuss: Participate in the discussion, Designing Market-Driven Organizations.
Week 10 - To Do List
Learn: Read Chapter 14 in Leveraging
Computer-Mediated
Marketing
Environments.
Learn: Watch two required videos.
Prepare: Complete Internet research in preparation for this week's discussion.
Discuss: Participate in the discussion, Strategic Marketing Implementation and Control.
Assignment: Complete the assignment, Marketing Strategy Presentation.
Week 11 - To Do List
Discuss: Participate in the discussion, Best Practices.
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information and may not be copied, further distributed, or otherwise disclosed in whole or in part, without the expressed
written permission of Strayer University.
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Grading Scale
Participation Total Points % of Grade
Discussion Participation 330 33%
Assignment Total Points % of Grade
Week 3 Assignment - Homework Assignment 130 13%
Week 4 Assignment - Marketing Strategy Creation 180 18%
Week 8 Assignment - Marketing Strategy Implementation 180 18%
Week 10 Assignment - Marketing Strategy Presentation 180 18%
Totals 1000 100%
Final Course Grade
Points Percentage Grade
900 - 1000 90% - 100% A
800 - 899 80% - 89% B
700 - 799 70% - 79% C
600 - 699 60% - 69% D
0 - 599 59% and below F
Unique Course Features
Grading Scale Notation
Please consult the University Catalog and your academic advisor to determine the final grade needed
in this class to satisfy your specific degree conferral requirements.
Ⓒ 2020 Strayer University. All Rights Reserved. This document contains Strayer University Confidential and Proprietary
information and may not be copied, further distributed, or otherwise disclosed in whole or in part, without the expressed
written permission of Strayer University.
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Assignments
Week 3 Assignment - Homework Assignment
Summary
Click the linked activity title to access this assignment.
Text
Pick a real-world business that needs your help in developing their overall marketing strategy. This
could be a nonprofit in your area, a local coffee shop, a cleaning service, a business that you
currently own or one you want to own in the future. You will be working with your chosen business in
three assignments throughout the course.
For this assignment you will write a 2–4 page paper in which you:
Submit the name of the company you will be working with and a description of the company,
including their organizational development history, mission, vision, and objectives.
Conduct a SWOT analysis on the company and provide at least:
Two strengths and a rationale for each.
Two weaknesses and a rationale for each.
Two opportunities and a rationale for each.
Two threats and a rationale for each.
Refer to the blog post SWOT Analysis: How to Develop a Strategy for Success as
needed for guidance.
Your assignment must follow these formatting requirements:
Be typed and double-spaced in Times New Roman 12 points, with one-inch margins on all
sides.
Use three sources to support your writing. Choose sources that are credible, relevant, and
appropriate. Cite each source listed on your source page at least one time within your
assignment. For help with research, writing, and citation, access the library or review library
guides.
Include a cover page containing the assignment title, your name, your professor’s name, the
course title, and the date. The cover page and the reference page are not included in the
required page count.
Ⓒ 2020 Strayer University. All Rights Reserved. This document contains Strayer University Confidential and Proprietary
information and may not be copied, further distributed, or otherwise disclosed in whole or in part, without the expressed
written permission of Strayer University.
https://atlas.strategiced.com/app#offering/8639363/course/8639646/preview/courseguide 9/25
This course requires the use of Strayer Writing Standards. For assistance and information, please
refer to the Strayer Writing Standards link in the left-hand menu of your course. Check with your
professor for any additional instructions.
The specific course learning outcome associated with this assignment is:
Evaluate a company using a SWOT analysis.
Scoring Guide
Identify and describe the organization. 10 %
Unacceptable
Did not submit or
incompletely
identified and
described the
organization.
Needs
Improvement
Insufficiently
identified and
described the
organization.
Satisfactory
Satisfactorily
identified and
described the
organization.
Competent
Competently
identified and
described the
organization.
Exemplary
Thoroughly
identified and
described the
organization.
Identify two organizational strengths for the
company and provide a rationale for your
choices. 20 %
Unacceptable
Did not submit or
incompletely
identified two
organizational
strengths for the
company. Did
not submit or
incompletely
provided a
rationale for your
choices.
Needs
Improvement
Insufficiently
identified two
organizational
strengths for the
company and
insufficiently
provided a
rationale for your
choices.
Satisfactory
Satisfactorily
identified two
organizational
strengths for the
company and
satisfactorily
provided a
rationale for your
choices.
Competent
Competently
identified two
organizational
strengths for the
company and
competently
provided a
rationale for your
choices.
Exemplary
Thoroughly
identified two
organizational
strengths for the
company and
thoroughly
provided a
rationale for your
choices.
Identify two organizational weaknesses for
the company and provide a rationale for your
choices. 20 %
Ⓒ 2020 Strayer University. All Rights Reserved. This document contains Strayer University Confidential and Proprietary
information and may not be copied, further distributed, or otherwise disclosed in whole or in part, without the expressed
written permission of Strayer University.
https://atlas.strategiced.com/app#offering/8639363/course/8639646/preview/courseguide 10/25
Unacceptable
Did not submit or
incompletely
identified two
organizational
weaknesses for
the company.
Did not submit or
incompletely
provided a
rationale for your
choices.
Needs
Improvement
Insufficiently
identified two
organizational
weaknesses for
the company and
insufficiently
provided a
rationale for your
choices.
Satisfactory
Satisfactorily
identified two
organizational
weaknesses for
the company and
satisfactorily
provided a
rationale for your
choices.
Competent
Competently
identified two
organizational
weaknesses for
the company and
competently
provided a
rationale for your
choices.
Exemplary
Thoroughly
identified two
organizational
weaknesses for
the company and
thoroughly
provided a
rationale for your
choices.
Identify two organizational opportunities for
the company and provide a rationale for your
choices. 20 %
Unacceptable
Did not submit or
incompletely
identified two
organizational
opportunities for
the company.
Did not submit or
incompletely
provided a
rationale for your
choices.
Needs
Improvement
Insufficiently
identified two
organizational
opportunities for
the company and
insufficiently
provided a
rationale for your
choices.
Satisfactory
Satisfactorily
identified two
organizational
opportunities for
the company and
satisfactorily
provided a
rationale for your
choices.
Competent
Competently
identified two
organizational
opportunities for
the company and
competently
provided a
rationale for your
choices.
Exemplary
Thoroughly
identified two
organizational
opportunities for
the company and
thoroughly
provided a
rationale for your
choices.
Identify two organizational threats for the
company and provide a rationale for your
choices. 20 %
Ⓒ 2020 Strayer University. All Rights Reserved. This document contains Strayer University Confidential and Proprietary
information and may not be copied, further distributed, or otherwise disclosed in whole or in part, without the expressed
written permission of Strayer University.
https://atlas.strategiced.com/app#offering/8639363/course/8639646/preview/courseguide 11/25
Unacceptable
Did not submit or
incompletely
identified two
organizational
threats for the
company. Did
not submit or
incompletely
provided a
rationale for your
choices.
Needs
Improvement
Insufficiently
identified two
organizational
threats for the
company and
insufficiently
provided a
rationale for your
choices.
Satisfactory
Satisfactorily
identified two
organizational
threats for the
company and
satisfactorily
provided a
rationale for your
choices.
Competent
Competently
identified two
organizational
threats for the
company and
competently
provided a
rationale for your
choices.
Exemplary
Thoroughly
identified two
organizational
threats for the
company and
thoroughly
provided a
rationale for your
choices.
Three references. 5 %
Unacceptable
No references
provided.
Needs
Improvement
Does not meet
the required
number of
references; all
references are
poor-quality
choices.
Satisfactory
Does not meet
the required
number of
references;
some references
are poor-quality
choices.
Competent
Meets the
required number
of references; all
references are
high-quality
choices.
Exemplary
Exceeds the
required number
of references; all
references are
high-quality
choices.
Clarity, writing mechanics, and formatting
requirements. 5 %
Unacceptable
More than eight
errors present.
Needs
Improvement
7–8 errors
present.
Satisfactory
5–6 errors
present.
Competent
3–4 errors
present.
Exemplary
0–2 errors
present.
Week 4 Assignment - Marketing Strategy Creation
Summary
Click the linked activity title to access this assignment.
Ⓒ 2020 Strayer University. All Rights Reserved. This document contains Strayer University Confidential and Proprietary
information and may not be copied, further distributed, or otherwise disclosed in whole or in part, without the expressed
written permission of Strayer University.
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Text
This week you will begin creating a marketing strategy for your chosen business using the SWOT
analysis you completed in Week 3.
Your strategy should be a 6–8 page paper in which you:
Research strategic marketing tactics and choose two to use for your business.
Provide a rationale for your choices.
Determine the characteristics of a market-driven strategy that the company will take.
Provide a rationale for your strategy.
Distinguish the product-market boundaries.
Provide a rationale for your strategy.
Construct a marketing segmentation strategy.
Provide a rationale for your strategy.
Develop a customer relationship management strategy.
Provide a rationale for your strategy.
Devise a strategy for collecting information on prospective customers.
Provide a rationale for your strategy.
Use three sources to support your writing. Choose sources that are credible, relevant, and
appropriate. Cite each source listed on your source page at least one time within your
assignment. For help with research, writing, and citation, access the library or review library
guides.
Your assignment must follow these formatting requirements:
Be typed and double-spaced in Times New Roman 12 points, with one-inch margins on all
sides.
Include a cover page containing the assignment title, your name, your professor’s name, the
course title, and the date. The cover page and the reference page are not included in the
required page count.
This course requires the use of Strayer Writing Standards. For assistance and information, please
refer to the Strayer Writing Standards link in the left-hand menu of your course. Check with your
professor for any additional instructions.
The specific course learning outcome associated with this assignment is:
Ⓒ 2020 Strayer University. All Rights Reserved. This document contains Strayer University Confidential and Proprietary
information and may not be copied, further distributed, or otherwise disclosed in whole or in part, without the expressed
written permission of Strayer University.
https://atlas.strategiced.com/app#offering/8639363/course/8639646/preview/courseguide 13/25
Develop a marketing strategy based on markets, segments, and customer value.
Scoring Guide
Research strategic marketing tactics and
choose two to use for your business. Provide
a rationale for your choices. 15 %
Unacceptable
Did not submit or
incompletely
researched
strategic
marketing tactics
and did not
choose two to
use for your
business. Did
not submit or
incompletely
provided a
rationale for your
choices.
Needs
Improvement
Insufficiently
researched
strategic
marketing tactics
and chose two to
use for your
business.
Insufficiently
provided a
rationale for your
choices.
Satisfactory
Satisfactorily
researched
strategic
marketing tactics
and chose two to
use for your
business.
Satisfactorily
provided a
rationale for your
choices.
Competent
Competently
researched
strategic
marketing tactics
and chose two to
use for your
business.
Competently
provided a
rationale for your
choices.
Exemplary
Thoroughly
researched
strategic
marketing tactics
and chose two to
use for your
business.
Thoroughly
provided a
rationale for your
choices.
Determine the characteristics of a market-
driven strategy that the company will take and
provide a rationale for your strategy. 10 %
Ⓒ 2020 Strayer University. All Rights Reserved. This document contains Strayer University Confidential and Proprietary
information and may not be copied, further distributed, or otherwise disclosed in whole or in part, without the expressed
written permission of Strayer University.
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Unacceptable
Did not submit or
incompletely
determined the
characteristics of
a market-driven
strategy that the
company will
take and
provided a
rationale for your
strategy.
Needs
Improvement
Insufficiently
determined the
characteristics of
a market-driven
strategy that the
company will
take and
provided a
rationale for your
strategy.
Satisfactory
Satisfactorily
determined the
characteristics of
a market-driven
strategy that the
company will
take and
provided a
rationale for your
strategy.
Competent
Competently
determined the
characteristics of
a market-driven
strategy that the
company will
take and
provided a
rationale for your
strategy.
Exemplary
Thoroughly
determined the
characteristics of
a market-driven
strategy that the
company will
take and
provided a
rationale for your
strategy.
Distinguish the product-market boundaries
and provide a rationale for your strategy. 15 %
Unacceptable
Did not submit or
incompletely
distinguished the
product-market
boundaries and
provided a
rationale for your
strategy.
Needs
Improvement
Insufficiently
distinguished the
product-market
boundaries and
provided a
rationale for your
strategy.
Satisfactory
Satisfactorily
distinguished the
product-market
boundaries and
provided a
rationale for your
strategy.
Competent
Competently
distinguished the
product-market
boundaries and
provided a
rationale for your
strategy.
Exemplary
Thoroughly
distinguished the
product-market
boundaries and
provided a
rationale for your
strategy.
Construct a marketing segmentation strategy
and provide a rationale for your strategy. 15 %
Ⓒ 2020 Strayer University. All Rights Reserved. This document contains Strayer University Confidential and Proprietary
information and may not be copied, further distributed, or otherwise disclosed in whole or in part, without the expressed
written permission of Strayer University.
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Unacceptable
Did not submit or
incompletely
constructed a
marketing
segmentation
strategy and
provided a
rationale for your
strategy.
Needs
Improvement
Insufficiently
constructed a
marketing
segmentation
strategy and
provided a
rationale for your
strategy.
Satisfactory
Satisfactorily
constructed a
marketing
segmentation
strategy and
provided a
rationale for your
strategy.
Competent
Competently
constructed a
marketing
segmentation
strategy and
provided a
rationale for your
strategy.
Exemplary
Thoroughly
constructed a
marketing
segmentation
strategy and
provided a
rationale for your
strategy.
Develop a customer relationship management
strategy and provide a rationale for your
strategy. 15 %
Unacceptable
Did not submit or
incompletely
developed a
customer
relationship
management
strategy and
provided a
rationale for your
strategy.
Needs
Improvement
Insufficiently
developed a
customer
relationship
management
strategy and
provided a
rationale for your
strategy.
Satisfactory
Satisfactorily
developed a
customer
relationship
management
strategy and
provided a
rationale for your
strategy.
Competent
Competently
developed a
customer
relationship
management
strategy and
provided a
rationale for your
strategy.
Exemplary
Thoroughly
developed a
customer
relationship
management
strategy and
provided a
rationale for your
strategy.
Devise a strategy for collecting information
on prospective customers and provide a
rationale for your strategy. 15 %
Ⓒ 2020 Strayer University. All Rights Reserved. This document contains Strayer University Confidential and Proprietary
information and may not be copied, further distributed, or otherwise disclosed in whole or in part, without the expressed
written permission of Strayer University.
https://atlas.strategiced.com/app#offering/8639363/course/8639646/preview/courseguide 16/25
Unacceptable
Did not submit or
incompletely
devised a
strategy for
collecting
information on
prospective
customers and
provided a
rationale for your
strategy.
Needs
Improvement
Insufficiently
devised a
strategy for
collecting
information on
prospective
customers and
provided a
rationale for your
strategy.
Satisfactory
Satisfactorily
devised a
strategy for
collecting
information on
prospective
customers and
provided a
rationale for your
strategy.
Competent
Competently
devised a
strategy for
collecting
information on
prospective
customers and
provided a
rationale for your
strategy.
Exemplary
Thoroughly
devised a
strategy for
collecting
information on
prospective
customers and
provided a
rationale for your
strategy.
Three references. 5 %
Unacceptable
No references
provided.
Needs
Improvement
Does not meet
the required
number of
references; all
references are
poor-quality
choices.
Satisfactory
Does not meet
the required
number of
references;
some references
are poor-quality
choices.
Competent
Meets the
required number
of references; all
references are
high-quality
choices.
Exemplary
Exceeds the
required number
of references; all
references are
high-quality
choices.
Clarity, writing mechanics, and formatting
requirements. 10 %
Unacceptable
More than eight
errors present.
Needs
Improvement
7–8 errors
present.
Satisfactory
5–6 errors
present.
Competent
3–4 errors
present.
Exemplary
0–2 errors
present.
Week 8 Assignment - Marketing Strategy Implementation
Summary
Click the linked activity title to access this assignment.
Ⓒ 2020 Strayer University. All Rights Reserved. This document contains Strayer University Confidential and Proprietary
information and may not be copied, further distributed, or otherwise disclosed in whole or in part, without the expressed
written permission of Strayer University.
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Text
Now that you have created a marketing strategy, you must create a plan for your chosen business to
implement the marketing strategy. This should be a concrete plan discussing how you apply the
strategy created in the previous assignment.
Write a 6–7 page paper in which you do the following:
1. Determine any strategic partnerships the company could develop that would help promote both
companies.
2. Construct a strategy for managing the company's top-selling product or service. Provide a
rationale for your strategy.
3. Review the pricing strategy for the company's top three products or services. Develop a new
pricing strategy for one of these products or services. Provide a rationale for your new pricing
strategy.
4. Generate at least two advertising and sales promotion strategies.
5. Select and outline a digital strategy. Provide a rationale for your strategy.
6. Design a plan to measure marketing performance. Provide a rationale for your strategy.
7. Use three sources to support your writing. Choose sources that are credible, relevant, and
appropriate. Cite each source listed on your source page at least one time within your
assignment. For help with research, writing, and citation, access the library or review library
guides.
Your assignment must follow these formatting requirements:
Be typed and double-spaced, using Times New Roman 12 points, with one-inch margins on all
sides.
Include a cover page containing the assignment title, your name, your professor’s name, the
course title, and the date. The cover page and the reference page are not included in the
required page count.
This course requires the use of Strayer Writing Standards. For assistance and information, please
refer to the Strayer Writing Standards link in the left-hand menu of your course. Check with your
professor for any additional instructions.
The specific course learning outcome associated with this assignment is as follows:
Create an implementation plan for a marketing strategy and measuring marketing
performance.
Ⓒ 2020 Strayer University. All Rights Reserved. This document contains Strayer University Confidential and Proprietary
information and may not be copied, further distributed, or otherwise disclosed in whole or in part, without the expressed
written permission of Strayer University.
https://atlas.strategiced.com/app#offering/8639363/course/8639646/preview/courseguide 18/25
Scoring Guide
Determine any strategic partnerships the
company could develop to promote both
companies. 10 %
Unacceptable
Did not submit or
incompletely
determined any
strategic
partnerships the
company could
develop to
promote both
companies.
Needs
Improvement
Insufficiently
determined any
strategic
partnerships the
company could
develop to
promote both
companies.
Satisfactory
Satisfactorily
determined any
strategic
partnerships the
company could
develop to
promote both
companies.
Competent
Competently
determined any
strategic
partnerships the
company could
develop to
promote both
companies.
Exemplary
Thoroughly
determined any
strategic
partnerships the
company could
develop to
promote both
companies.
Construct a strategy for managing the top-
selling product or service and provide a
rationale for your strategy. 15 %
Unacceptable
Did not submit or
incompletely
constructed a
strategy for
managing the
top-selling
product or
service and
incompletely
provided a
rationale for your
strategy.
Needs
Improvement
Insufficiently
constructed a
strategy for
managing the
top-selling
product or
service and
insufficiently
provided a
rationale for your
strategy.
Satisfactory
Satisfactorily
constructed a
strategy for
managing the
top-selling
product or
service and
satisfactorily
provided a
rationale for your
strategy.
Competent
Competently
constructed a
strategy for
managing the
top-selling
product or
service and
competently
provided a
rationale for your
strategy.
Exemplary
Thoroughly
constructed a
strategy for
managing the
top-selling
product or
service and
thoroughly
provided a
rationale for your
strategy.
Develop a pricing strategy for a top-selling
product or service and provide a rationale for
your strategy. 15 %
Ⓒ 2020 Strayer University. All Rights Reserved. This document contains Strayer University Confidential and Proprietary
information and may not be copied, further distributed, or otherwise disclosed in whole or in part, without the expressed
written permission of Strayer University.
https://atlas.strategiced.com/app#offering/8639363/course/8639646/preview/courseguide 19/25
Unacceptable
Did not submit or
incompletely
developed a
pricing strategy
for a top-selling
product or
service and
incompletely
provided a
rationale for your
strategy.
Needs
Improvement
Insufficiently
developed a
pricing strategy
for a top-selling
product or
service and
insufficiently
provided a
rationale for your
strategy.
Satisfactory
Satisfactorily
developed a
pricing strategy
for a top-selling
product or
service and
satisfactorily
provided a
rationale for your
strategy.
Competent
Competently
developed a
pricing strategy
for a top-selling
product or
service and
competently
provided a
rationale for your
strategy.
Exemplary
Thoroughly
developed a
pricing strategy
for a top-selling
product or
service and
thoroughly
provided a
rationale for your
strategy.
Generate at least two ideas for advertising
and sales promotion strategies. 15 %
Unacceptable
Did not submit or
incompletely
generated at
least two ideas
for advertising
and sales
promotion
strategies.
Needs
Improvement
Insufficiently
generated one or
two ideas for
advertising and
sales promotion
strategies.
Satisfactory
Satisfactorily
generated one or
two ideas for
advertising and
sales promotion
strategies.
Competent
Competently
generated two
ideas for
advertising and
sales promotion
strategies.
Exemplary
Thoroughly
generated three
or more ideas for
advertising and
sales promotion
strategies.
Select and outline a digital strategy and
provide a rationale for your strategy. 15 %
Ⓒ 2020 Strayer University. All Rights Reserved. This document contains Strayer University Confidential and Proprietary
information and may not be copied, further distributed, or otherwise disclosed in whole or in part, without the expressed
written permission of Strayer University.
https://atlas.strategiced.com/app#offering/8639363/course/8639646/preview/courseguide 20/25
Unacceptable
Did not submit or
incompletely
selected and
outlined a digital
strategy.
Incompletely
provided a
rationale for your
strategy.
Needs
Improvement
Insufficiently
selected and
outlined a digital
strategy and
insufficiently
provided a
rationale for your
strategy.
Satisfactory
Satisfactorily
selected and
outlined a digital
strategy and
satisfactorily
provided a
rationale for your
strategy.
Competent
Competently
selected and
outlined a digital
strategy and
competently
provided a
rationale for your
strategy.
Exemplary
Thoroughly
selected and
outlined a digital
strategy and
thoroughly
provided a
rationale for your
strategy.
Design a plan to measure marketing
performance and provide a rationale for your
strategy. 15 %
Unacceptable
Did not submit or
incompletely
designed a plan
to measure
marketing
performance and
incompletely
provided a
rationale for your
strategy.
Needs
Improvement
Insufficiently
designed a plan
to measure
marketing
performance and
insufficiently
provided a
rationale for your
strategy.
Satisfactory
Satisfactorily
designed a plan
to measure
marketing
performance and
satisfactorily
provided a
rationale for your
strategy.
Competent
Competently
designed a plan
to measure
marketing
performance and
competently
provided a
rationale for your
strategy.
Exemplary
Thoroughly
designed a plan
to measure
marketing
performance and
thoroughly
provided a
rationale for your
strategy.
Three references. 5 %
Unacceptable
No references
provided.
Needs
Improvement
Does not meet
the required
number of
references; all
references are
poor-quality
choices.
Satisfactory
Does not meet
the required
number of
references;
some references
are poor-quality
choices.
Competent
Meets the
required number
of references; all
references are
high-quality
choices.
Exemplary
Exceeds the
required number
of references; all
references are
high-quality
choices.
Ⓒ 2020 Strayer University. All Rights Reserved. This document contains Strayer University Confidential and Proprietary
information and may not be copied, further distributed, or otherwise disclosed in whole or in part, without the expressed
written permission of Strayer University.
https://atlas.strategiced.com/app#offering/8639363/course/8639646/preview/courseguide 21/25
Clarity, writing mechanics, and formatting
requirements. 10 %
Unacceptable
More than eight
errors present.
Needs
Improvement
7–8 errors
present.
Satisfactory
5–6 errors
present.
Competent
3–4 errors
present.
Exemplary
0–2 errors
present.
Week 10 Assignment - Marketing Strategy Presentation
Summary
Click the linked activity title to access this assignment.
.
Text
Having developed a marketing strategy and plan for implementation, you must now present this
information to your chosen business. You will create a presentation sharing your overall marketing
strategy.
Using PowerPoint, Prezi, or other appropriate software, develop a presentation of 10–15 slides that
covers all aspects of the marketing strategy. Slides should be bulleted, with notes that detail the
information on each slide. Slides should be professional quality and free of grammatical and spelling
errors.
Your presentation should address each of the following:
Characteristics of the market-driven strategy the company will take.
Marketing segmentation strategy.
Customer relationship management strategy.
Strategy for collecting information on prospects.
Strategic partnerships the company could develop to promote both companies.
Strategy for managing a top-selling product or service.
Pricing strategy for one of the top-selling products or services.
At least two new ideas for advertising and sales promotion strategies.
Digital strategy.
A plan to measure marketing performance.
Ⓒ 2020 Strayer University. All Rights Reserved. This document contains Strayer University Confidential and Proprietary
information and may not be copied, further distributed, or otherwise disclosed in whole or in part, without the expressed
written permission of Strayer University.
https://atlas.strategiced.com/app#offering/8639363/course/8639646/preview/courseguide 22/25
This course requires the use of Strayer Writing Standards. For assistance and information, please
refer to the Strayer Writing Standards link in the left-hand menu of your course. Check with your
professor for any additional instructions.
The specific course learning outcome associated with this assignment is as follows:
Present a marketing strategy and implementation plan to a stakeholder.
Scoring Guide
Address the characteristics of the market-
driven strategy that the company will take. 5 %
Unacceptable
Did not submit or
incompletely
addressed the
characteristics of
the market-
driven strategy
that the company
will take.
Needs
Improvement
Insufficiently
addressed the
characteristics of
the market-
driven strategy
that the company
will take.
Satisfactory
Satisfactorily
addressed the
characteristics of
the market-
driven strategy
that the company
will take.
Competent
Competently
addressed the
characteristics of
the market-
driven strategy
that the company
will take.
Exemplary
Thoroughly
addressed the
characteristics of
the market-
driven strategy
that the company
will take.
Address the marketing segmentation strategy.
10 %
Unacceptable
Did not submit or
incompletely
addressed the
marketing
segmentation
strategy.
Needs
Improvement
Insufficiently
addressed the
marketing
segmentation
strategy.
Satisfactory
Satisfactorily
addressed the
marketing
segmentation
strategy.
Competent
Competently
addressed the
marketing
segmentation
strategy.
Exemplary
Thoroughly
addressed the
marketing
segmentation
strategy.
Address the customer relationship
management strategy. 10 %
Ⓒ 2020 Strayer University. All Rights Reserved. This document contains Strayer University Confidential and Proprietary
information and may not be copied, further distributed, or otherwise disclosed in whole or in part, without the expressed
written permission of Strayer University.
https://atlas.strategiced.com/app#offering/8639363/course/8639646/preview/courseguide 23/25
Unacceptable
Did not submit or
incompletely
addressed the
customer
relationship
management
strategy.
Needs
Improvement
Insufficiently
addressed the
customer
relationship
management
strategy.
Satisfactory
Satisfactorily
addressed the
customer
relationship
management
strategy.
Competent
Competently
addressed the
customer
relationship
management
strategy.
Exemplary
Thoroughly
addressed the
customer
relationship
management
strategy.
Address the strategy for collecting
information on prospective customers. 10 %
Unacceptable
Did not submit or
incompletely
addressed the
strategy for
collecting
information on
prospective
customers.
Needs
Improvement
Insufficiently
addressed the
strategy for
collecting
information on
prospective
customers.
Satisfactory
Satisfactorily
addressed the
strategy for
collecting
information on
prospective
customers.
Competent
Competently
addressed the
strategy for
collecting
information on
prospective
customers.
Exemplary
Thoroughly
addressed the
strategy for
collecting
information on
prospective
customers.
Address strategic partnerships the company
could develop to promote both companies. 10
%
Unacceptable
Did not submit or
incompletely
addressed
strategic
partnerships the
company could
develop to
promote both
companies.
Needs
Improvement
Insufficiently
addressed
strategic
partnerships the
company could
develop to
promote both
companies.
Satisfactory
Satisfactorily
addressed
strategic
partnerships the
company could
develop to
promote both
companies.
Competent
Competently
addressed
strategic
partnerships the
company could
develop to
promote both
companies.
Exemplary
Thoroughly
addressed
strategic
partnerships the
company could
develop to
promote both
companies.
Address a strategy for managing a top-selling
product or service. 10 %
Ⓒ 2020 Strayer University. All Rights Reserved. This document contains Strayer University Confidential and Proprietary
information and may not be copied, further distributed, or otherwise disclosed in whole or in part, without the expressed
written permission of Strayer University.
https://atlas.strategiced.com/app#offering/8639363/course/8639646/preview/courseguide 24/25
Unacceptable
Did not submit or
incompletely
addressed a
strategy for
managing a top-
selling product or
service
Needs
Improvement
Insufficiently
addressed a
strategy for
managing a top-
selling product or
service.
Satisfactory
Satisfactorily
addressed a
strategy for
managing a top-
selling product or
service
Competent
Competently
addressed a
strategy for
managing a top-
selling product or
service
Exemplary
Thoroughly
addressed a
strategy for
managing a top-
selling product or
service
Address a pricing strategy for one of the top-
selling products or services. 10 %
Unacceptable
Did not submit or
incompletely
addressed a
pricing strategy
for one of the
top-selling
products or
services.
Needs
Improvement
Insufficiently
addressed a
pricing strategy
for one of the
top-selling
products or
services.
Satisfactory
Satisfactorily
addressed a
pricing strategy
for one of the
top-selling
products or
services.
Competent
Competently
addressed a
pricing strategy
for one of the
top-selling
products or
services.
Exemplary
Thoroughly
addressed a
pricing strategy
for one of the
top-selling
products/service
s.
Generate at least two ideas for advertising
and sales promotion strategies. 10 %
Unacceptable
Did not submit or
incompletely
generated at
least two ideas
for advertising
and sales
promotion
strategies.
Needs
Improvement
Insufficiently
generated at
least two ideas
for advertising
and sales
promotion
strategies.
Satisfactory
Satisfactorily
generated at
least two ideas
for advertising
and sales
promotion
strategies.
Competent
Competently
generated at
least two ideas
for advertising
and sales
promotion
strategies.
Exemplary
Thoroughly
generated at
least two ideas
for advertising
and sales
promotion
strategies.
Address the digital strategy. 10 %
Ⓒ 2020 Strayer University. All Rights Reserved. This document contains Strayer University Confidential and Proprietary
information and may not be copied, further distributed, or otherwise disclosed in whole or in part, without the expressed
written permission of Strayer University.
https://atlas.strategiced.com/app#offering/8639363/course/8639646/preview/courseguide 25/25
© 2021 Strategic Education, Inc.
Unacceptable
Did not submit or
incompletely
addressed the
digital strategy.
Needs
Improvement
Insufficiently
addressed the
digital strategy.
Satisfactory
Satisfactorily
addressed the
digital strategy.
Competent
Competently
addressed the
digital strategy.
Exemplary
Thoroughly
addressed the
digital strategy.
Outline the plan to measure marketing
performance. 10 %
Unacceptable
Did not submit or
incompletely
outlined the plan
to measure
marketing
performance.
Needs
Improvement
Insufficiently
outlined the plan
to measure
marketing
performance.
Satisfactory
Satisfactorily
outlined the plan
to measure
marketing
performance.
Competent
Competently
outlined the plan
to measure
marketing
performance.
Exemplary
Thoroughly
outlined the plan
to measure
marketing
performance.
Clarity, writing mechanics, and formatting
requirements. 5 %
Unacceptable
More than eight
errors present.
Needs
Improvement
7–8 errors
present.
Satisfactory
5–6 errors
present.
Competent
3–4 errors
present.
Exemplary
0–2 errors
present.
Ⓒ 2020 Strayer University. All Rights Reserved. This document contains Strayer University Confidential and Proprietary
information and may not be copied, further distributed, or otherwise disclosed in whole or in part, without the expressed
written permission of Strayer University.
