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You work for Apple in the marketing innovation department – your task – is to identify a market opportunity and develop a pilot marketing plan to launch the new product in a test market in the USA. A pilot marketing plan allows you to test your plan in a small market prior to a national roll out.
Objectives
The Course Project gives students the opportunity to synthesize all of the concepts in the BUSN319 Marketing course in a comprehensive marketing plan for a new product (a good or service). This approach enables students to combine functional expertise based on their own work experience and field of study.
Introduction
Product innovation and marketing are the only enduring competitive advantages that companies can use to survive and thrive in the marketplace. A marketing plan is a guide for those product innovations and marketing activities for a specified period of time, typically about 1 year. Marketing plans are used internally to guide marketing activities, or they can be used to communicate with external audiences to raise capital.
There are important things to consider as the plan is created.
- Is the marketing idea valid?
- What is unique or distinctive about the product that separates it from competitors?
- Does a viable market exist for the product?
- Is the target market large enough, accessible, and capable of purchasing your product?
- Are the financial projections sound?
- Is the management team competent?
- How will investors get a return on their investments?
In order to help you answer these and similar questions, create your marketing plan utilizing the following course resources.
- Building an Effective Marketing Plan located in Appendix A of your textbook
- Financial Aspects of Marketing located in Appendix B of your textbook
- View the marketing plan outlinein the FILES Folder
Guidelines
Marketing Plan
Your final marketing plan must be 10-12 pages in length, cover all sections of the marketing plan outline, use at least three research sources other than your textbook, and follow all APA guidelines. In Week 1 or 2 , you will submit a two-page topic proposal for instructor approval. In Week 4, you will submit a substantial draft of your marketing plan for instructor feedback. Your final marketing plan is due at the end of Week 8.
