BUSU 640
Week 4/Assignment 3
Sections 6 & 7
Marketing Plan & Management Plan
100 Points
Length: Up to 15 pages
Due: Sunday of Week 4 by 11:59 pm PST,
Submit Draft for Peer Review: Friday of Week 4 by Noon PST
Addresses Learning Outcomes: 3 & 5
IMPORTANT NOTES:
- Apply what you learned in your MBA program and if necessary, perform external research to refresh your knowledge base.
- Cite your references.
- If you incorporate illustrations into your narrative, be sure to fully explain your illustrations. You do not want your reader to interpret the illustrations, you must control the message. Provide an in-depth explanation of your illustrations.
- Use section headers aligned to the guidelines for each section (this way you are assured each requirement is included in your narrative).
Section 6: Marketing Plan
Write the marketing plan, including the items listed below.
Marketing Plan Guideline
- Provide a description of your product/service.
- Discuss the innovation your product/service brings to the marketplace.
- What is the problem/need the product/service solves or addresses?
- How will the product/service solve or address the customer’s needs?
- What are the features, advantages, and benefits of the product/service?
- Describe any product variances.
- Describe the social media marketing applications.
- Describe how GIS will be used to capture market data.
- Position in the PLC.
- Position in the ILC.
- Describe the plan for branding, including the use of logos, slogans, jingles, mascots, and color schemes.
- The value proposition.
- The marketing mix.
- The major characteristics of the target market (demographics/ psychographics/geographics).
- Competitive analysis.
- Total sales to this market in the geographic area.
- Total sales, year one, year five, and year ten.
- The percentage of demand this business expects to capture.
- The FMOT and SMOT for the customer.
- Marketing communication plan (internal and external).
- Customer relationship management plan.
- Eight pages minimum.
Section 7: Management Plan
Write the Management Plan, including the items listed below as applicable.
Management Plan Guideline
- Board of Directors & rationale for members
- Management and ownership
- Management staff structure with an organizational chart
- Key managers
- Talent management plan
- Diversity, equity, and inclusion plan
- Organization chart
- Job descriptions
- Recruitment plans
- Retention plans
- Compensation plan
- Rewards, bonus, recognition plans
- Training & development plans
- Insurance plans & costs
- Government rules & regulations (if applicable).
- Six steps of economic decision making as applied to your business
- Seven pages minimum
BUSU 640 Capstone Assignment 3 Rubric
| Criteria | Exemplary | Proficient | Developing | Emerging |
| Marketing & Management Plans (35% of total) | 40
The marketing and management plans are clear, easy to understand. Both plans are viable and interesting. The items listed in the guideline are included in the narrative. Marketing and Management Plans connect to the Strategic and IT Plans. |
32
The marketing and management plans are fairly clear, easy to understand. Both plans are fairly viable and interesting. Most of the items listed in the guideline are included in the narrative. Marketing and Management Plans fairly connect to the Strategic and IT Plans.
|
28
The marketing and management plans are somewhat clear, easy to understand. One or both plans are somewhat viable and interesting. Some of the items listed in the guideline are included in the narrative. Marketing and Management Plans somewhat connect to the Strategic and IT Plans. |
24
The marketing and management plans are unclear, difficult to understand, and questionably viable. A few of the items listed in the guideline are included in the narrative. Marketing and Management Plans do not connect to the Strategic and IT Plans. |
| Application
(Theory to Practice) (20% of total) |
30
There are at least ten citations that demonstrate that theories support the content of the sections. |
24
There are at least seven citations that demonstrate that theories support the content of the sections.
|
21
There are at least five citations that demonstrate that theories support the content of the sections. |
18
There is little evidence that research was performed. There is a lack of clarity that theories support the content of the sections. |
| Critical Analysis
(20% of total) |
10
Consistently employs critical analysis in discussing the issue(s). Effectively synthesizes and integrates data to draw valid conclusions, identify options, and make specific recommendations. |
8
Fairly consistently employs critical analysis in discussing the issue(s). Fairly effectively integrates data to draw valid conclusions, identify options, and make recommendations. |
7
Somewhat employs critical analysis in discussing the issue(s). . Somewhat uses data to draw somewhat valid conclusions and make general recommendations. |
6
Limited if any critical analysis in discussing the issue(s). Limited if any use data findings to draw conclusions, identify options, and/or make recommendations. |
| APA
(10% of total) |
10
Accurately adheres to 7th Edition APA standards; reference page and citations are correct. All sources listed in References are cited in the paper. Section headers are aligned to the guidelines of the assignment. |
8
Fairly adheres to 7th Edition APA standards; reference page and citations are correct. All sources listed in References are cited in the paper. Section headers are fairly aligned to the guidelines of the assignment.
|
7
Somewhat adheres to 7th Edition APA standards; reference page and citations contain errors. References and citations in the paper may not match. Section headers are somewhat aligned to the guidelines of the assignment.
|
6
Does not adhere to 7th Edition APA standards; reference page and citations contain errors. References and citations in the paper do not match. Section headers are not included in the paper. |
| Writing Mechanics
(15% of total) |
10
The paper is logical and well-written; spelling, grammar, and punctuation are accurate. Paper is the required length and includes a correctly prepared title page. |
8
The paper is logical and well-written but with minor (1 – 3) errors in spelling, grammar, and/or punctuation. The content may be 5% too long or short; includes a correctly prepared title page. |
7
The paper is somewhat logical and well-written but with several (4 – 7) errors in spelling, grammar, and/or punctuation. The content may be 10% too long or short, and may not include a correctly prepared title page |
6
The paper lacks clarity and may be confusing with numerous (8+) errors in spelling, grammar, and/or punctuation. The content may be 15% too long or short, and may not include a title page |
