12 Aug You will prepare a marketing plan

Overview

This is a core assessment of the course. You will prepare a marketing plan. The subject of the plan will be a product of your own choice, either an existing product/service or a product idea of your own.

Refer to Assignments and Grading for more information.

Directions

• Work on the recommended tasks in the unit milestones. This will help you pace the work throughout the course.
• It is not required that you submit unit research to your instructor, but please feel free to ask questions along the way.

Requirements of the Written Report

• The entire written paper should be 10-12 pages long.
• Reference the marketing plan outline and core assessment checklist to create an organized marketing plan of high quality.
  • Be sure to use the same headings as the marketing plan outline
  • Refer to the core assessment checklist to write a high-quality report.
  • The report should contain a cover page, a table of contents, reference page and appendices when necessary.

Unit Milestones

Unit	Milestone	Work on
1	Determine which product/service/company you plan to use. Begin research and an analysis on its competitive environment
2	Complete research and development for initial research on defining target market demand forecast complete value proposition define how you will deliver satisfaction and maintain customer loyalty, customer profile, demos and other important information
3	complete research and development for specific market segmentation, targeting, and positioning statements develop “branding” strategy for your produce/service decide on brand name, develop equity position and include the decisions in developing the brand strategy.
4	complete research and development for product/service’s brand positioning differentiated brand positioning of your product/service identifying who the market leaders are for your chosen product/service identifying the niche that your product/service is in deciding whether your product/service is going to be a leader, follower, or challenger to well-established products or brands
5	complete your research and development for setting product strategy/designing or managing services developing pricing strategies and programs product or service strategy
6	complete your research and development for channel decisions for getting your product/service to the consumer retailing, wholesaling, and logistical marketing plans plans for locations, hours of operations, and how your “service” plans on managing demand and capacity issues (if applicable) an integrated marketing communications matrix
7	complete your research and development for advertising program complete with objectives, budget; advertising message and creative strategy media decisions, and sales and promotional materials direct market channels plans (if applicable) consumer-adoption process for your new product how the consumer will learn about your new product/service and how quickly they will adopt it how the product will be targeted to the heavy users and early adopters first, then early, and late majorities the estimated time for full adoption. Submit complete marketing plan

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