PRINCIPLES OF MARKETING (Online)

Marketing Plan Assignment Structure

Students are required to develop a marketing plan.  The specific business product or service upon which the plan/project is created must be fictitious.  You cannot just write a marketing plan that explains to me what some company is already doing.  The idea is for you to use the knowledge gained in the course to develop your own work.

A five page minimum typewritten paper using double line spacing, 12 font with a minimum of 3 Internet references is required. The cover page, tables/graphics, works cited, and appendices pages are not counted as part of the five pages.

Use the following structure to create your plan.

1.) Cover/Title Page (Required and not considered one page)  (5 points)

2.) Introduction, this section should explain your project’s basic concepts.  (20 points)

3.) Body, this section contains the majority of the paper and should be used by you to express at least the following concepts:  You must cite your references throughout your paper. (130 total points)

–     Target market(s)? How were they selected?  How will your product and/or service benefit the intended markets?  (25 points)

–     Describe the external environmental influences on your product/service including your direct and indirect competition.  (25 points)

–     The Marketing Mix (Product, Price, Place, Promotion) For each one, provide a detailed discussion and make sure that your ideas all work together to satisfy the target market customers you describe in the section above.  (60 points)

4.) Summary, how the combined elements of your plan satisfy the customer. (15 points)

5.) Works cited/bibliography and Appendices (Tables, research results, etc.) (10 points)

6.) Spelling, grammar, sentence structure, use of scholarly references (20 points)

The marketing plan is due as indicated in the course Assignment Schedule.  A minimum of 5 full pages of content is required.  This assignment is worth 200 points toward your final course grade.  10 points will be deducted from the final paper score for each day the paper is late.