Marketing Plan

Draft 1 of your Marketing Plan is due this week. For assignment details and the grading rubric, please review the Course Project Overview page in the Introduction & Resources Module, and contact your instructor if you have any questions.

Introduction

The Course Project is a strategic marketing brief and summary reflective presentation for a new product. Similar to a complete marketing plan, the brief includes topics such as the marketing mix and promotional mix. In contrast to a marketing plan, the strategic brief communicates these and other topics to a different audience. It addresses senior executives and investors rather than managers and frontline workers. As such, your brief will focus on why your marketing organization is doing what it is doing rather than the details of what it is doing and how.

Although you will discuss tactical activities such as advertising and breakeven point, strive to communicate a high-level strategic perspective with your writing. To help gain that perspective in the context of marketing, be sure to watch the Week 2: PlayPosit found in the Week 2 Lesson, which discusses strategic leadership using marketing examples that have turned into goods, services, and ideas that are still in market today. As you review the PlayPosit, focus on the question posed: Why does a product exist?

Begin by selecting a product and company to use as an example throughout the brief. By using one product and company, the research, organization, and presentation of your recommendations will be easier. Your product and company can be imaginary, a business you would be interested in starting, or an existing product and company that are in market today. The product can be B2C or B2B, and the company can be any organizational structure. The product and company are not important because they will merely serve as examples. That is to say, you'll include the what and the how, but you'll focus your writing about the why.

Guidelines

Use the following guidelines to plan and conduct your work.

· Reference your textbook and conduct research using at least three additional authoritative sources from the DeVry LibraryLinks to an external site..

· All work must be formatted in accordance with APA seventh edition guidelines, and each draft must include a cover page and references page.

Drafts

· Drafts are due at the end of Weeks 2, 4, 6, and 7, with a reflective presentation in Week 8 using PowerPoint that will be presented as the main post for the Week 8: Discussion - Collaborative Final Presentation Peer Review.

· Use Microsoft Word for all project draft submissions. Microsoft Word is available through the online student store, and free training is available at your convenience through the DeVry Library's Ask A LibrarianLinks to an external site. service.

· Each section should be about one page long, so each draft should be about two pages long with the exception of Week 7's draft, which will be approximately one page long.

· For the final draft, resubmit all prior drafts of the project to submit all sections together in one comprehensive paper. The final draft, including all seven sections, should be no more than 10 pages long.

Presentation

· The reflective presentation is due at the end of Week 8 and will be submitted as the main post in the Week 8: Discussion—Collaborative Final Presentation Peer Review.

· You should use Microsoft PowerPoint for the presentation submission. PowerPoint is available through the online student store, and free training is available at your convenience through the DeVry Library's Ask A LibrarianLinks to an external site. service.

· The presentation should consist of 10 slides, including a cover slide, one summary slide for each of the seven paper sections, an additional slide on Ethical Implications, and a concluding reference slide.

Outlines

Follow the prompts in the outlines that follow to write a paper and create a summary presentation that discusses the following topics for your product and company. The prompts are intended to guide the types of information you should include for each respective section, but you can connect other topic areas you believe are critically relevant to your specific choice.

Draft 1

· Marketing Environment

· Buyer Behavior

Draft 2

· Insights and Segmentation

· Product Strategy

Draft 3

· Pricing Strategy

· Distribution Strategy

Final Draft*

· Promotional Strategy

*For your Final Draft, please resubmit the prior sections from Drafts 1, 2, and 3 to submit a comprehensive paper containing all seven sections.

Draft Outlines