MKT 6920 Marketing Management Marketing Plan In Application

Mkt 6920 Marketing Management marketing Plan in application of the Conce

In application of the concepts learned in MKT 6920, you will have the opportunity to compile the elements of a marketing plan for a company you may like to start-up someday. The company can produce either physical products and/or a service. This marketing plan assignment will replace the interactive marketing plan. As you are compiling the marketing plan paper, it is important to present a complete analysis of your company with comprehensive details. A recommended format has been provided below to ensure that you are including all the necessary parts of the plan.

Review the rubric in the classroom to understand what exactly should be included in each section in order to earn full points. The final length of the Marketing Plan paper will be 10-15 pages using Times New Roman 12-point font and 1-inch margins (not including the title page and reference page). Rough Draft Due in Unit 4 AND Final Draft Due in Unit 8. A rough draft can be submitted in Unit 4 which will enable you to receive professor feedback. The more you include in the rough draft, the more feedback you will receive from the professor before you submit the final marketing plan in Unit 8. Marketing plan subheadings (see rubric in classroom for further explanation):

Paper For Above instruction

The marketing plan should include the following sections:

  • EXECUTIVE SUMMARY AND INTRODUCTION (5 points)
  • COMPANY ANALYSIS (5 points)
  • MARKET DEFINITION AND POTENTIAL (5 points)
  • COMPETITOR ANALYSIS (5 points)
  • CUSTOMER ANALYSIS (5 points)
  • SWOT ANALYSIS (5 points)
  • MARKETING OBJECTIVES & GOALS (5 points)
  • MARKETING STRATEGY (5 points)
  • TARGET MARKET & POSITIONING (5 points)
  • MARKETING MIX-PRODUCT (5 points)
  • MARKETING MIX-PRICING (5 points)
  • MARKETING MIX-PLACE (5 points)
  • MARKETING MIX-PROMOTION (5 points)
  • IMPLEMENTATION & CONTROL (5 points)
  • CONCLUSION (5 points)

The paper should be well-organized, written with clarity and professionalism, and include appropriate references. The final submission should be between 10 to 15 pages, formatted with Times New Roman 12-point font and 1-inch margins, excluding the title and reference pages. The assignment will be graded out of 100 points, with 25 points allocated for written communication, organization, and professionalism.

Develop your marketing plan by thoroughly analyzing your proposed company, its market environment, competition, target audience, and strategic directions. Use credible sources to support your analysis and ensure that each section provides detailed, actionable insights conducive to launching or growing your business.

References

  • Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211.
  • Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson.
  • Armstrong, G., & Kotler, P. (2017). Marketing: An introduction (13th ed.). Pearson.
  • Porter, M. E. (1980). Competitive Strategy: Techniques for Analyzing Industries and Competitors. Free Press.
  • Kotler, P., Bowen, J. T., & Makens, J. C. (2016). Marketing for Hospitality and Tourism (7th ed.). Pearson.
  • McCarthy, E. J. (1960). Basic Marketing: A Managerial Approach. Richard D. Irwin.
  • Hollensen, S. (2015). Marketing Management: A Relationship Approach (3rd ed.). Pearson.
  • Day, G. S. (1994). The capabilities of market-driven organizations. Journal of Marketing, 58(4), 37-52.
  • Goi, C. L. (2009)..Textbook of Marketing. Springer.
  • Ries, A., & Trout, J. (2001). Positioning: The Battle for Your Mind. McGraw-Hill.

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