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March 2, 2018

List the marketing management functions, including the elements of a marketing plan, and discuss the importance of measuring and managing return on marketing investment

Introduction to Marketing Course Code: MRK1200

Assignment: Case study: The Marketing Plan. This is an individual work case study

Instructor: Ellen Lainez

Email:ellen.lainez@canadahanson.com

Due Date: Week 8

Assignment Value: (20 marks)

The Marketing plan must be handwritten in the template provided by your teacher. It cannot be typed must be hand delivered to the instructor. NO EMAILS allowed

Level of Achievement 100% Worth 20% of your Course Final Grade

This marketing plan will cover the following Course Outline Objectives

1.13 List the marketing management functions, including the elements of a marketing plan, and discuss the importance of measuring and managing return on marketing investment

3.1 Outline the major steps in designing a customer-driven marketing strategy: market segmentation, targeting, differentiation, and positioning

3.2 List and explain the major bases for segmenting consumer and business markets

3.3 Explain how companies identify attractive market segments and choose a market-targeting strategy

3.4 Describe how companies differentiate and position their products for maximum competitive advantage

3.5 Define Product and describe and classify different type of product offerings

3.6 Describe how companies differentiate and position their products for maximum competitive advantage

Please include your full name and student number on the top of your paper.

After graduation, you decided to start a small business. This business can be for example a small coffee shop, a retail store, or a pet shop. Since this is a completely new business, there is no marketing plan in place. Working alone, complete a Marketing Plan using the template provided to you in class, for you to follow. Note, you must always bring the plan with you in each class; your teacher give you time in each class session to complete your plan. Copying is not permitted, and no typing allowed. All your answers MUST be hand written, by completing the sections in the template provided in Edmodo.

Level of Achievement 100% Worth 20% of your Course Final Grade

Rubric for Marketing Plan for Marketing1200

The marketing plan should contain the following sections listed below. The Sections of your Marketing Plan are graded as follows

Sections Points

Business overview 5%

S.W.O.T. analysis 5%

Product/services 10%

Sales/marketing personnel 5%

The Future 10%

Your customers/clients 15%

Your competitors 30%

Advertising & sales 20%

Your Final Grade_________________

 

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