The Marketing Plan

You will create a final a marketing project using assignments you created during the class. It is not necessary to create new content other than an introduction and conclusion for the project; but you are required to address comments provided by your faculty member and make updates accordingly.

Using the template provided, complete the comprehensive SLP for MKT301. Since you have a series of different reference lists for each assignment, you’ll need to combine them for this submission.

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SLP4: The Marketing Plan

  • Product/Service Overview (used in your discussions)

Module 1 Case:

Industry Research

  • Using articles predominately from the Trident Online Library’s full-text databases (such as Academic Search Complete, Business Source Complete and/or ProQuest Central, conduct secondary research on the industry in which your chosen product/service operates.
  • From your research and what you have learned in the readings, identify three (3) marketing environmental factors that will impact this type of product/service. Describe and explain the chosen marketing factors and discuss general market implications.

Module 1 SLP:

Real-World Application

  • Analyze why & how each of the three marketing factors will impact the chosen product/service.
  • Explore strategies to overcome the threats and/or capitalize on opportunities to product life cycle with regard to your target product/service. Be sure to consider branding.

Module 2 Discussion:

Week 1 Discussion Post

  • Discuss the qualities that make this product/service new to the marketplace and the rationale for your decision to pursue the concept.

Week 2 Discussion Post

  • Identify your target market. Provide a specific demographic profile and rationale for this decision. Consider the size of the market and its purchasing power.
  • A source that may help you: The US Census Bureau’s American Fact Finder. Research is required to back-up your selection and to provide statistics to show that it is a viable market.

Module 2 Case:

Getting Your Product into the Hands of Consumers

Channel Levels

  • Select either direct or indirect distribution by writing about the pros and cons of both methods. (Research support is required.)

Needs of Target Market

  • Analyze your target market’s needs. Explain what you know about your target market and what they want from a channel of distribution. (Research support is required.)

Digital Commerce

  • Is your product/service conducive to digital distribution? You may wish to research a competitive product or service to see if it has a strong digital presence. Or you can engage in general research about going digital. (Research support is required.)

Module 2 SLP:

Buyer Behavior Application

Apply the model of consumer behavior (Exhibit 11 on page 89 of your textbook) to the product/service you selected in Module 1. Explain how the model affect the purchase process as it relates to the product/service.

Providing a list of the steps or a graphic of the model is not adequate, you should explain how the process works in the real world using your own words supported by research.

Module 3 Case:

Communications Channel 1: Digital Marketing

  • Why was it chosen? Explain how it is a good fit for your target market.
  • Advantages/drawbacks (research required)
  • Detail the media plan: What types of digital marketing will be used? Why?

Communications Channel 2

  • Why was it chosen? Explain how it is a good fit for your target market.
  • Advantages/drawbacks (research required)
  • Detail the media plan: What aspects of the marketing communications channel will be used? Why?

Communications Channel 3

  • Why was it chosen? Explain how it is a good fit for your target market.
  • Advantages/drawbacks (research required)
  • Detail the media plan: What aspects of the marketing communications channel will be used? Why?

Module 3 SLP:

Campaign Theme

  • Describe a campaign theme that can be applied to your product or service. Provide rationale for the theme based on decisions made in earlier assignments.

Traditional Media Ads (based on the choices made in this week’s case)

Develop the “creative” for two of the following: print, TV, radio, direct mail, outdoor. Describe the following.

  • Headline/Tag Line for ad. This must be original and written by you.
  • At least one paragraph of copy to the used in ad. This must be original and written by you.
  • Examples of visual or multimedia elements that you would like to see in the chosen ad. You do not have to create graphics; you can link to examples used by other companies.

Electronic Media (based on the choices made in this week’s case)

Develop the “creative” for one electronic media campaign. Describe the following:

  • Headline/Tag Line for ad. This must be original and written by you.
  • At least one paragraph of copy to the used in ad. This must be original and written by you.
  • Examples of visual or multimedia elements that you would like to see in the chosen ad. You do not have to create graphics; you can link to examples used by other companies.

Module 4 Discussion:

Show Me the Money. Let’s Talk Pricing.

Week 1 Discussion Post

Develop a pricing strategy for your chosen product/service.

  1. Discuss what factors will impact your pricing strategy.
  2. What pricing method would you use for your product/service and why?

These two questions require research using the textbook. No other resources are required.

Week 2 Discussion Post

Corporate Social Responsibility has risen in popularity and stature in the last decade. Even small companies communicate ways that they give back to their communities

  • Share a viable social responsible project that can be applied to your business. Explain why it would be a good fit for the culture of your organization and the community you serve.

Use the attached APA-formatted template (MKT301 SLP4) to create your submission.

SLP Assignment Expectations

Your submission will include:

  • Trident University International’s cover page
  • A paper with APA citations (2-3 sentence introduction, body, 2-3 sentence conclusion)
  • The reference list page in APA format

The entire paper will vary in length based on what was previously submitted.

Grading Note:

At Trident University International, rubrics are used for grading. These rubrics specify the points available for each component of an assignment. Points are earned based on the level of the work submitted. The SLP rubric can be viewed under the “Assessments” menu at the top of the page.

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