Option #1: Deliverable: Marketing Plan Outline
Submit an outline of your marketing plan to instructor for review and feedback. Be sure to include the following in your plan:
- Executive summary
- Company overview
- Situational analysis
- Objectives or goals, usually according to strategic plan and focus
- STP (market/product/customer) analysis
- Marketing mix
- Financial projections
- Implementation plan
- Evaluation and control metrics
The outline will be based on the information for the portfolio paper. A product needs to be chosen and used in the outline that will be used for the final paper.
Your final portfolio for the class will be to create a marketing plan for an existing company and product/service of your choice. If you are choosing a large global company, you MUST create a new product. However, this new product may be an upgrade of an existing product. You will need to select a company that you have not used for your other assignments in the class. Your plan information should address all areas covered in this course for a marketing plan. The library’s page on Company Research can help you get started. The library database Gale Virtual Reference Library has a number of Business books to help identify a target market.
Use the marketing plan that is a required reading for this module for your final portfolio project, as a broad guide. The marketing plan document is essential to business strategy and is a focal point of this introductory class. The essential information of a marketing plan is outlined in this document and will serve as the blueprint for your portfolio project.