The term project for MKT 5160 is the creation of a marketing plan. This is an individual assignment. Your term project consists of creating a new product or service and developing a marketing plan for this product or service. This product or service can be a completely new idea from a completely new company, or it can be a completely new idea from an established company, or it can be a significantly modified product or service from an established company.
The purpose of the term project is to allow application of class terminology and concepts. The project is theoretical in nature. The instructor understands that not all information is available to you, not are you required to conduct extensive research. The goal is the application of the concept. Therefore, you will be required to "estimate" or "theorize" information that is not readily available to you.
Your small group members will provide review of your draft report and offer critiques. Your end result submittal will be a formal research paper, of approximately ten pages in length (page count begins with the body of the paper). All class members will be given an opportunity to review your marketing plan term project submittal at the end of the semester. Various due dates and assignments are found in the syllabus.
Term Project Components
Title Page: Include the name of the term project, the date, class title, and your name
Table of Contents
Executive Summary: This should be a succinct overview of your marketing plan. It is not to exceed one page in length. It is generally written last.
Body of the Paper. Components must include:
1. Overview of your product and the product market
2. SWOT Analysis:
A. Strengths and Weaknesses (Situational Analysis): analysis of the strengths and weaknesses of the company; including background information needed to understand the organization and reasons for its success or failures.
B. Opportunities and Threats (Environmental Analysis): analysis of the opportunities and threats of the market; the nature of the industry, and consumer buying behavior.
3. Marketing Objectives (What do you hope to accomplish)
4. Marketing Strategies (To whom will you be selling it and what will be your tools)
A. Target Market
B. Marketing Mix
5. Marketing Implementation (How will your marketing process work)
A. Marketing Organization
B. Activities and Responsibilities
C. Implementation Timetable
6. Evaluation and Control (What are your follow-up procedures)
A. Performance Standards
B. Financial Controls
C. Monitoring Procedures
Bibliography
Intermediate Assignments and Procedures
There will be various small group assignments that correlate with the development of your term project. These will be submitted as small group assignments (as listed on the syllabus) and you will receive feedback from your group member.
You will also submit a draft version of your completed project to your small group for their review and suggestions. At the end of the term you will submit your final term project for the entire class to view.