Marketing Paper Outline

Option #1: Deliverable: Marketing Plan Outline

Submit an outline of your marketing plan to instructor for review and feedback. Be sure to include the following in your plan:

• Executive summary
• Company overview
• Situational analysis
• Objectives or goals, usually according to strategic plan and focus
• STP (market/product/customer) analysis
• Marketing mix
• Financial projections
• Implementation plan
• Evaluation and control metrics

The outline will be based on the information for the portfolio paper.  A product needs to be chosen and used in the outline that will be used for the final paper. 

Your final portfolio for the class will be to create a marketing plan for an existing company and product/service of your choice. If you are choosing a large global company, you MUST create a new product. However, this new product may be an upgrade of an existing product. You will need to select a company that you have not used for your other assignments in the class. Your plan information should address all areas covered in this course for a marketing plan. The library’s page on Company Research can help you get started.  The library database Gale Virtual Reference Library has a number of Business books to help identify a target market.

Use the marketing plan that is a required reading for this module for your final portfolio project, as a broad guide. The marketing plan document is essential to business strategy and is a focal point of this introductory class. The essential information of a marketing plan is outlined in this document and will serve as the blueprint for your portfolio project.