Week 1: Topic Proposal (20 points)
You will select a topic for the Week 1 assignment, and thereafter, all related assignments (the draft in Week 4 and the final marketing plan in Week 7) MUST be on the same topic. You may not change your marketing plan topic without approval from your instructor. Your topic should be for a business, product, or service that you would like to start (no multilevel marketing structures or non-profit organizations, please). Because this is an applied project and not a research paper, please do not select a corporation such as Starbucks or Coca-Cola as your topic. You are to apply the course concepts to this project. If you are interested in coffee restaurants, for example, you may wish to select your own cappuccino bar as your topic and then use information from companies like Starbucks or Seattle's Best Coffee for ideas and competitive research as you work on your project. If you have questions about your topic, don’t hesitate to post them in the Q & A Forum this week.
For Week 1, please write a two-page description of your company, product, or service. It should be a new business, product, or service.
- Ownership and company structure.
- Describe the business, product, or service.
- Write your mission statement.
- Provide your marketing goals.
The marketing goals must be specific, measurable, actionable, realistic, and time bound.
Company ABC plans to generate 25 leads per week as a result of our Facebook marketing campaign beginning Oct. 1, 2014.
Company XYZ plans to sell 5,000 widgets for the next fiscal year.
- Discuss who a typical customer might be.
Week 4: Draft Marketing Plan
At the end of Week 4, you will submit a substantial draft to your instructor for grading and feedback. Read Appendix A in the text. Be sure to download the Marketing Plan outline. It must be used! It is recommended that you start working on your draft in Week 2 after your instructor has approved your topic. Use the Marketing Plan outline as a guide to the required content for your marketing plan. Complete as much as you are able in order to get a good start and an initial draft ready to submit at the end of Week 4. Remember, the more you complete on this initial draft the greater the input that the professor can provide. Also, please include your last name within the document title.
Week 7: Final Marketing Plan
Submit your completed Marketing Plan. It should include all sections listed in the marketing plan outline. It should include headings for the various sections of the marketing plan. APA format should be used, and three references are required. Be sure to list all references that you consult (both print media and online).