Marketing Plan - Part 2

Your plan will follow the marketing plan outline illustrated in table 2.2 of your textbook and further described in Appendix 1: Sample Marketing Plan for Sonic, a fictional product. You will submit your Marketing Plan Term Project in two parts:

Part 2: Marketing strategy, budgets, and controls (20 percent of final grade)
(Part 2 will also include an executive summary, all slides from Part 1, all footnotes, and a bibliography.)

You will be graded on the following criteria (refer to grading rubrics for more detailed information):

the degree to which you demonstrate your ability to conduct relevant external research
the degree to which you demonstrate application of the marketing principles covered throughout the course
the degree to which you exhibit critical-thinking skills
the degree to which you present a professional final product
Step 4: Prepare Marketing Plan Term Project, Part 2 (worth 20% of final grade)
Due: End of week 8 (check course schedule for specific due date)
Incorporate all comments provided by your faculty member in Part 1; continue with your marketing plan by completing the following sections:
C. Objectives and Issues
1. Statement of marketing objective(s) (for first year only)
2. Issues that may hinder marketing objectives
D. Marketing Strategy Recommendations
1. Positioning strategy
2. Product/Branding strategy
3. Pricing strategy
4. Distribution strategy
5. Marketing Communications objectives
6. Marketing Research
E. Action Programs
1. IMC
2. Message design, content, and structure
3. Media choices
4. Promotion mix tools
F. Budgets
1. Objective/task method
G. Controls
1. Metrics needed to monitor marketing plan progress
Finished product: Put it all together by incorporating changes to Part 1 as suggested by your faculty member's feedback, and then add your title slide, an index slide, an executive summary slide, endnotes, and a bibliography.
Marketing Plan Term Project Submission Requirements for Parts 1 and 2
Length. Minimally, you should have at least one slide per topic, plus your title page and source page(s).
All information should be contained on the slide itself. Do not use the 'notes' section of the slide.
Reference numbers. Include the reference numbers noted in the outline for both Part 1 and Part 2 on your slides (e.g., A.1.a; A.1.b; A.1.c, and so forth).
Professionalism. Be sure to refer to the PowerPoint Presentation Tips under Course Content, Marketing Toolbox, to ensure that you submit a professional product. This will be part of your grade for both Part 1 and Part 2.
Citations and Bibliography. Use an acceptable style guide (e.g., APA or MLA) for citations. See UMUC's library website for useful citation tools.
Submit for grading. Save your PowerPoint presentation file as a .ppt file and upload it to your Assignment Drop Box by the due date specified in the course schedule.