Objectives: Develop a marketing plan & Critique marketing plans and budgets developed to maximize limited resources
For your term project, you will be developing a marketing plan for Your fictional sports bar mentioned in week 1. The marketing plan can be developed as a presentation using Microsoft Powerpoint [or similar that is accessible] or it can be developed as a written report using Microsoft Word [or similar that is accessible]. You may use an existing business or organization but you may not use an existing marketing campaign. The marketing plan will need to be your original work; however, you can cite outcomes and tactics of an existing marketing strategy/campaign if you have access to that information and will not violate any company agreements regarding nondisclosure or proprietary data.
**[If published on the open web without necessitating a company log-in, you can use the information. If buried behind security protocols, you likely cannot use the information.]**
The marketing plan should address, at a minimum, the following elements:
[section headings can be implied from this list, but this list should not be used verbatim as your outline]
company name, descriiption, profile, mission, goals
target market demographics and profile
SWOT analysis
marketing goals and objectives
marketing mix and tactics
implementation
limitations and parameters, including budget and resource allocation
controls [management]
contingencies with resolutions
There is no predetermined minimum or maximum length, but you will be expected to sufficiently review any aspect you present without use of “fluff”. Your analysis and claims made should be supported by research that provides validation, corroboration, or contrast for what you are presenting. Do not rely on assumptions and find a supporting reference even if you know something to be true for any claim you make.
The final plan will be posted in the forum for classmate review in week seven and will be submitted as an attachment here for turnitin.com assessment and grading.
The following sources taken from the week 6 supplemental reading can be used to determine an outline for your marketing plan:
Appendix A from: Luther, W. M. (2011). Marketing plan : How to prepare and implement it. Retrieved from https://ebookcentral-proquest-com.ezproxy1.apus.edu
Chapter 18 from: Stevens, R. E., Loudon, D. L., & Nykiel, R. A. (2003). Marketing your business : A guide to developing a strategic marketing plan. Retrieved from https://ebookcentral-proquest-com.ezproxy1.apus.edu
During the time frame of the class, there will several milestones to demonstrate and review progress on the project.
Week 2: Identify and evaluate selected company, industry segment, targeted consumer
Week 5: Evaluate and critique marketing tactics and necessary resources
Week 7: Present plan to the class
Week 8: Evaluate and critique feasibility of classmates’ plans
Writing Expectations
Written communication: Written communication is free of errors that detract from the overall message.
APA formatting: Resources and citations are formatted according to APA style and formatting.
Length is less important than content. Each element should be sufficiently discussed without “fluff”.
