marketing plan report

MARKETING PLAN GROUP PROJECT

Objectives:

To help students integrate the concepts learned all semester and apply them by developing an in-depth marketing plan for a product or service. The project will also help students develop skills to work together in groups.

Project Description:

Select a product category of your choice. Keep in mind that writing a marketing plan in a category that is currently experiencing a lot of marketing action will make the project more interesting. The next step is to come up with an idea for a new product or service and develop a marketing plan for that product or service.

Written Report:

The written report will be done in two parts. Part 1 will be due Week #7 of the semester (as indicated on the key date section on the next page and the Course Schedule.) Part 1 should include sections 2 thru 4 of the Marketing Plan Outline on the next page (Company Description, Strategic Focus & Plan, and Situation Analysis).

Part 2 will be due Week #14 of the semester (per key date section and course schedule) and should include the Executive Summary and sections 5 thru 10 of the Marketing Plan Outline on the next page.

The complete written report should be fifteen (15) pages, double spaced, 11 point Times New Roman (excluding graphs and exhibits). The report must include a cover sheet (including the name, phone number and email address of each person in the group) and all the components included in the outline on the next page.

The Marketing plan that is submitted should not be similar to other students, past submissions or any available on the internet.

Oral Presentation:

At the end of the semester, each group will make an oral presentation of about 10 minutes. The presentation should cover each of the components of the typed report and can be creative in taking advantage of the audio-visual mediums. Presentation grades will be based on both individual and group performance. All members of the group will not necessarily receive identical scores.

Individual components: command of material, clarity/volume, eye contact, and presence/confidence.
Group components: Inclusion of key sections of the typed report, clarity/focus of group, flow/transitions, quality of materials and ability to handle questions.

MARKETING PLAN GROUP PROJECT Page 2

Group Project Peer Evaluation:

A form will be made available for you to assign points to other members on your team as to their contribution to both the oral and written presentation. These evaluations will be used as part of the assignment of the individual grades.

Groups with good working relationships and equitable contributions from the members tend to produce the best reports and presentations. Managing relationships with peers is an extremely important business skill. If your group is missing one of the above characteristics, it is your responsibility to work at finding a solution that everyone in the group is comfortable with. Please approach me only if the problem is serious or if the problem persists despite repeated attempts by the group to sort it out.

Marketing Plan Outline:

Your written report should follow the outline below which follows the Student Marketing Plan Guide available on UBLearns. There are also examples of a Marketing Plans on pages 631-640 in your “Principles of Marketing” Textbook and Bagels by the Bay on UBLearns as additional points of reference.

Executive Summary
Company Description
Strategic Focus and Plan
Situation Analysis
Market-Product Focus
Marketing Program
Financial Data and Projections
Organization
Implementation Plan
Evaluation and Control

Appendices

Key Dues Dates:

Tues., February 14, 2017: Submit Marketing Plan Project Team and Project Outline

Tues., February 28, 2017: Marketing Plan Project Status Discussion

Tues., March 14, 2017: Marketing Plan Project Part 1 Due

Tues., April 11, 2017: Marketing Plan Project Status Discussion

Tues., May 9, 2017: All Marketing Plan Project Part 2’s Due

Tues., May 2 & May 9, 2017: Marketing Plan Oral Presentations