Module 02 Course Project - Situation Analysis

Project Overview

For your course project you will develop a marketing plan. The purpose of this project is to familiarize you with the importance of market planning and the major components of a marketing plan. A detailed marketing plan is the key to properly planning for the launch of a product or growing the sales of existing products.

For your project, you will bring to market a new product or service for an imaginary company. You will invent a product or service that you feel will be successful in today's competitive environment. You will create a comprehensive marketing plan that integrates traditional and Internet marketing approaches. This plan will be utilized as a tool to successfully launch your product. Below you will find a schedule of modules and assignments that are due with each module.

Due Date

Your final project is due Module 06. There will be individual assignments along the way. The assignments and modules that are due are noted in bold in the time line below. As you can see, your first assignment "Executive Summary" is due this module.

Time Line

Module	Assignment
01	Executive Summary- already done last week
02	Situation Analysis – this is the portion that is done this week.
03	Marketing Strategy
04	Action Programs, Financial Projections and Budgets
05	Controls
06	Final Marketing Plan

Requirements

Create your marketing plan based on the subject areas in the time line. By Module 06, submit all your topics as one comprehensive marketing plan. Include research sources at the end of each section, but then compile them into one References page at the end of the completed paper.

As you write, keep the following in mind:

· Use clear, concise, complete sentences, transitions between paragraphs, standard spelling, grammar, and punctuation as expected in a professional marketing plan.

· Research, study, and practical writing are required for all sections of the marketing plan. Use reliable sources on the Internet, your college's online library, or your own local library.

· Each module, include an additional page to list any research resources you have used as background for your marketing plan. At the end of the project, compile all of these references into one page. Follow APA format for citing your research sources. For APA guidelines, go to your college's online library which you can access through the Resources tab.

Evaluation

Each assignment leading up to the final project is evaluated and graded independently. Your instructor will provide specific grading criteria for each step of the project prior to its due date.