MODULE 2MKT 301Marketing Plan: Product Description Guidelines and RubricAs the owner or marketing director for your business you will decide what features your product or service should have in order to be competitive. Then determine what value each of those featuresprovides to your customers. This value is the benefit associated with the feature.This section of the Marketing Plan has TWO parts both of which are required.Part One – Product DescriptionDescribe the product or service in detail. This is NOT a sales pitch. Do not use this section to promote or advertise the product; this is a factual and objective description of the product. The style of thisassignment is similar to an instruction manual; in other words “just the facts.” For the Product Description include the following:? ?? ?? ?Name of the product or service What it doesHow it works What it looks likeKey design elementsWhat makes it special or uniqueNote: For services adapt the above list to fit an intangible product. The concentration will be on what services you provide for your customers.The benchmark for determining if the Product Description is done correctly is to have another individual read it and then describe the product verbally. They should be able to accurately describe your product.The Product Description portion of this assignment must be 2-3 pages in length in APA format.Part Two – Features and BenefitsFor this part of the Product Description identify the Features and Benefits of the product or service. This will be done in a table listing no less than five features of the product or service with at least TWOcustomer benefits for EACH of the features.View the Marketing Plan: Product Description Example to view a sample of this assignment and to get an understanding of what your Features and Benefits table should look like.Include the Features and Benefits table in the same document as the Product Description. For this part of the assignment correct spelling grammar and punctuation are required.Submit the Marketing Plan: Product Description to the Dropbox no later than Sunday 11:59 PM EST/EDT of Module 2. (This Dropbox basket is linked to Turnitin.)Criteria PunctualityAOn time.One-point deduction for each error inAPA spelling orpunctuation. Full points formeeting the length requirement.B10% for each day. One-point deductionfor each error inAPA spelling orpunctuation.C10% for each day. One-pointdeduction for eacherrorgrammar spelling or punctuation.D10% for each day. One-pointdeduction for eacherrorgrammar spelling or punctuation.F10% for each day. One-pointdeduction for eacherrorgrammar spelling or punctuation.Grammargrammar grammar in APA in APA in APA 10-point deduction for 75%.30-point deduction for 50%.40-point deduction for 25%.50-point deduction for less than 25%.Length40 points and upforbeyond 25% ofwhat is required.Full points for fully meeting the contentrequirements.10-point deduction for 75%.20-point deduction for 50%.30-point deduction for 25%.missing contentContentMODULE 3MKT 301Marketing Plan: SWOT Analysis Guidelines and RubricWith the product or service selected for the Marketing Plan conduct a SWOT Analysis. Click Marketing Plan: SWOT Analysis Example to view a sample of this assignment.You are required to use a chart for the analysis. Click SWOT Analysis Table to download the template.For each of the four parts of the SWOT Analysis at least four factors are required; however more may be needed depending on the product or service. Part of the grade will depend on how well the critical SWOTfactors are addressed. Bullets may be used but grammar punctuation and spelling will count.Submit the Marketing Plan: SWOT Analysis to the Dropbox no later than Sunday 11:59 PM EST/EDT of Module 3. (This Dropbox basket is linked to Turnitin.)Criteria PunctualityAOn time.One-point deduction for each error inAPA spelling orpunctuation. Full points formeeting the length requirement.B10% for each day. One-point deductionfor each error inAPA spelling orpunctuation.C10% for each day. One-pointdeduction for eacherrorgrammar spelling or punctuation.D10% for each day. One-pointdeduction for eacherrorgrammar spelling or punctuation.F10% for each day. One-pointdeduction for eacherrorgrammar spelling or punctuation.Grammargrammar grammar in APA in APA in APA 10-point deduction for 75%.30-point deduction for 50%.40-point deduction for 25%.50-point deduction for less than 25%.Length40 points and upforbeyond 25% ofwhat is required.Full points for fully meeting the contentrequirements.10-point deduction for 75%.20-point deduction for 50%.30-point deduction for 25%.missing contentContentMODULE 4MKT 301Marketing Plan: Segmentation Guidelines and RubricFor the Segmentation component of the Marketing Plan identify and define the market segments you will target. You are required to identify and describe THREE segments for your product.The analysis should include:1. A name for each segment (required). For example if I were segmenting older consumers for a pet product I might have “Empty Nesters” and “Little Old Lady Cat Lovers.”A narrative description of each of the segments. This is typihigh level the characteristics of the segment (see example).How you are segmenting the groupsVERY specific and use no less than THREE demographic and THREE psychographic variables for each of your segments. You may also need geographic variables. You may use BULLETS forthis part of the assignment.A summary chartAt your2.cally a paragraph and explains at a3. including the characteristics of your target segments. Be4. 5..option you may include other charts and graphs however they are not required.Click Marketing Plan: Segmentation Example to view a sample of this assignment.Submit the Marketing Plan: Segmentation to the Dropbox no later than Sunday 11:59 PM EST/EDT of Module 4. (This Dropbox basket is linked to Turnitin.)Criteria PunctualityAOn time.One-point deduction for each error inAPA spelling orpunctuation. Full points formeeting the length requirement.B10% for each day. One-point deductionfor each error inAPA spelling orpunctuation.C10% for each day. One-pointdeduction for eacherrorgrammar spelling or punctuation.D10% for each day. One-pointdeduction for eacherrorgrammar spelling or punctuation.F10% for each day. One-pointdeduction for eacherrgrammar spelling or punctuation.Grammargrammar grammar in APA in APA or in APA 10-point deduction for 75%.30-point deduction for 50%.40-point deduction for 25%.50-point deduction for less than 25%.Length40 points and upforbeyond 25% ofwhat is required.Full points for fully meeting the content requirements.10-point deduction for 75%.20-point deduction for 50%.30-point deduction for 25%.missing contentContentMODULE 6MKT 301Marketing Plan: Integrated Marketing Communications (IMC) Guidelines and RubricThis is the culmination of the Marketing Plan. Detail the advertising and promotional activities that will be used to promote the product or service.This is a set of PowerPoint slides.HINT:If this is done correctly in PowerPoint you can simply copy them into your presentation and save yourself some extra work.Develop 4-5 IMC action items. You may use any of the mediums or techniques found in the examples provided those found in the text or those that you create yourself. The sky is the limit but pay particularattention to the following restrictions:1. The medium must be available in your geographic market. This is rarely a problem.2. It must fit your budget. You are a start-up so think carefully about your budget. You may spend reasonably but no prime time TV or Super Bowl. If you want to know what something costs search the Web. The answers will not be perfect but will give you a guideline.Each ofNONE of your action items may be a brochure flyer or similar printed materials. You maysuch printed materials ONLY in conjunction with another action item. The printed collateral issupporting the action item NOT the action item itself. For example you may produce a brochure to be used in a direct mail campaign and show an example of that brochure in your project. Thedirect mail campaign is the action item not the brochure (it is supporting the direct mail campaign). Remember printed materials are NOT marketing; it is what you do with those itemsthat make it marketing.3. 4.your action items must be a different medium.useBelow is a partial list of potential promotional action items. There are many more limited only by your imagination.? ?? ?? ?? ?? ?? ?? ??TV commercial Radio commercialMagazine ads Newspaper adsTrade showsLocal business association networking Direct mailBillboards Internet adsWeb sitesEmail campaigns Outdoor advertisingEventsMovie theatre ads Car wrapsThere are TWO deliverables for each of your IMC action items:The first is the chart below which explains your action item. The use of this chart is mandatory. Click IMC Table to download the template.ProjectAction Item NameAction Item DescriptionWhat is the action item? Usually a sentence will be adequate.This should be a very specific and detailed description of the action item including but not limited to the medium message theme visuals activitiesand any other relevant information. The description should be sufficiently detailed that the item could be implemented based solely this information.The description of your action item is the most important part of the action plan. For example writing that you are going to run a TV commercial is not acceptable. You must describe in detail what the commercial will be about the theme length style and general content. This would apply to other mediums as well.What do you hope to accomplish with thisWhat segment are you targeting? You need to be specific but concise.How much will this action item cost your firm? This need not be exact as this can be complicated. However if you search the Net you will findexamples of advertising costs.How willObjective Target Market Budgetaction item? Be specific.MetricThe second deliverable is a PowerPoint slide mock-up of your action item. For example if you are using a magazine ad or billboard you must create a simple mock-up. Click Marketing Plan: IMC Example to viewa sample of this assignment. In some cases a mock up may not apply. For example if you are attending a networking event a mock-up is not applicable. In those cases the chart above is adequate.Submit the Marketing Plan: IMC to the Dropbox no later than Sunday 11:59 PM EST/EDT of Module 6. (This Dropbox basket is linked to Turnitin.)you measure the success of the action item?Criteria PunctualityAOn time.One-point deduction for each error inAPA spelling orpunctuation. Full points formeeting the length requirement.B10% for each day. One-point deductionfor each error inAPA spelling orpunctuation.C10% for each day. One-pointdeduction for eacherrorgrammar spelling or punctuation.D10% for each day. One-pointdeduction for eacherrorgrammar spelling or punctuation.F10% for each day. One-pointdeduction for eacherrorgrammar spelling or punctuation.Grammargrammar grammar in APA in APA in APA 10-point deduction for 75%.30-point deduction for 50%.40-point deduction for 25%.50-point deduction for less than 25%.Length40 points and upforbeyond 25% ofwhat is required.Full points for fully meeting the contentrequirements.10-point deduction for 75%.20-point deduction for 50%.30-point deduction for 25%.missing contentContent
