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MARKETING AND CONTENT PLANNING PROJECT OUTLINE; MRKT 6310; 120 pts   1

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MARKETING AND CONTENT PLANNING PROJECT OUTLINE; MRKT 6310; 120 pts

 

1.            This is an individual or group project (3 maximum per group). If you work in a group, then just one submission per group would be required, as long as all names are on the project.

2.            The student is required to follow the guideline as much as possible.

3.            All sources used should be cited in a bibliography. The bibliography does not need to be in any specific format.

4.            Absolutely no plagiarism. You work will be run through a plagiarism software program.

5.            The project is not to be written as an essay, but like a project report.

6.            It should be in a word document.

7.            Font: Times Roman New and font sized 12, double space, no minimum number of pages, just make sure you cover all or near all parts mentioned in the outline.

8.            Student/s can choose a product or service of an existing or a new organization.

 

                                Points   Total

1.                            1.            Name of the Business:

a.            Strategic Business Unit:

b.            Contact details (including email and tel #):

(Note that you can one product of the organization or SBU, and/or one geographical area where you wish to work.)                               

2.                            2.            Macro-environment                                                                                      

a.            Economic

b.            Social – Cultural

c.             Technological

d.            Political-legal

e.            Ecological/environmental             10           10

3.                            3.            Marketing Research and relevant Micro-Environment:                  

                4.            Competitive Analysis

a.            Who are your competitors?

b.            Describe the content/story of your competitors’ products or services.  4              14

                5.            Internal Environment                                                                                    

a.            Product’s marketing objectives

b.            Product’s competitive advantage (sustainable competitive advantage)

c.             Product’s branding story

d.            Product’s content and story leading to positioning.          12           26

                6.            Target Market

a.            Identify and describe the product’s customers.

b.            Identify and describe your target buyers/end users (prospects).               8              34

                7.            Define/detail the

a.            Market size, growth rate, trends

b.            Basic market segmentation

c.             Customer analysis, including their characteristics

d.            Choice criteria Customers use to decide on purchases.

e.            Distribution Analysis/Chanel Management          15           49

4.                            Vision statement and Mission Statement

You should be able to incorporate the content / story into these statements.     16           65

5.                            SWOT Analysis

a.            Strengths

b.            Weaknesses

c.             Opportunities

d.            Threats

How is the SWOT analysis telling us a story and based on the content, what changes do we need to make to this?                 20           85

6.                            Marketing Mix Strategy (include action plans with each specific strategy)

a.            Product

i.              Define what your company product/service is. State your story and content in it, that would be appealing to the target audience/market.

ii.             Innovation plan and its content.

b.            Price

i.              Define whether your pricing will be above, below, or equal with your competitors and

ii.             Decide whether you will lead, follow, or ignore changes in competitors’ pricing.

c.             Place/Physical distribution

i.              Identify the distribution channels through which your products / services will be made available to the target market / end users, keeping in mind the story of the product/service.

ii.             Justify the choice of distribution channels. The product content

d.            Promotion

i.              Describe the image or personality of your brand, and how to include the content / story in the communication/promotion.

ii.             Describe how you will use the Promotional Mix to communicate your story.        24           109

7.                            Implementation issues including

a.            -Who is responsible for various issues

b.            -how the strategy should be carried out

c.             -Where things will happen           11           120

                Total points                       120

The project is not to be written as an essay, but like a project report. It should be in a word document. Font: Times Roman New and font sized 12, double space, no minimum number of pages, just make sure you cover all or near all parts mentioned in the outline. . Student/s can choose a product or service of an existing or a new organization.