Write an APA 7th ed. formatted paper, of 10 to 15 pages in length not counting the title page,
references list or appendix. This paper is to be a reflection of what you have learned during the
course. The table of contents for the final CLA 2 assignment includes:
1. Brief introduction of project company/product/service,
2. Situation analysis including macro-environmental scan, PESTEL and SWOT analysis
3. Competitive analysis
4. Product/service features, benefits and brand identity
5. Marketing plan objectives described using SMART goals
6. Competitive analysis including differentiation, positioning and target market profile
7. How the marketing mix (the 4 Ps or 7 Ps) will work together to reinforce the plan
objectives, and the marketing communication budget.
8. Integrated Marketing Communications plan (IMC) for your product/service. Media plan
for this section should clearly state the communication message and how you will relate
the message through your selection of specific modes of communication.
BUS 510 Syllabus
17 of
9. Marketing communications budget including total budget and allocations for each media
channel.
10. The Executive Summary of the marketing plan is (1/2 page) should be the first page of
the marketing plan
11. References page
Remember, you must have at least six (6) peer-reviewed sources plus the textbook
