Project #1612 - Strategic Marketing Plan

Strategic Marketing Plan for Bank of America – This paper incorporates all you have learned throughout the course and assignments.  Provide a strategic marketing plan for a company of your choosing (suggest using one of the companies analyzed in competitive analysis assignment). 

The plan must include the following sections:

  1. Executive summary  
  2. Opportunity assessment – describe the current industry/market situation
  3. Product description
  4. Goals – develop the results that must be achieved – use S.M.A.R.T. goals
  5. Critical success factors – describe factors which would impact the success of this product and plan
  6. Target market – fully describe the target market for this plan (demographics, psychographics, attitudes, geography, emotions, etc.
  7. Key messages – develop the key message pyramid – what does the customer want to hear, etc.
  8. Marketing and communications tactics – include three different tactics, explain why these were selected, and describe how to integrate the campaign.

Charts, graphics and illustrations are encouraged. All facts must have reference citations in the body of the report (See APA guide). This paper is to be written at a high quality, professional level. Remember, the intention of the paper is for you to show your mastery of the industry. Paper MUST include:

1.      Cover page

2.      Table of contents

3.      Reference page

4.      Appendices

Format requirements: 12-pt font (New York Times), double-spaced, 1-inch margins, APA format. Organization, flow, grammar, punctuation and sentence structure will all be included as components of the grade.

Subject Business
Due By (Pacific Time) 12/17/2012
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