MKG – 310 – Portfolio Project (260 Points)
Question Description
Portfolio Project (260 Points)
Important! Read First
Identify your assignment choice in the title of your submission.
Option #1: Marketing Plan for a Company and Product/Service
Your final project is a marketing plan for the company and product or service of your choice. If you are choosing a large global company, you MUST create a new product. However, this new product may be an upgrade of an existing product.
You need to select a company that you have not used for your other assignments in the class. Your plan information should address all areas covered in this course for a marketing plan. The “Company-Business Profiles” link found in the Library under the How to Find section, is a great place to look for company information for this assignment.
Below is the outline to be followed for this assignment:
Section |
Length |
Executive Summary. This provides a busy executive everything he or she needs to know to invest (or not) in your proposal. It captures your key proposal and recommendations/decision factors and projected outcomes of the plan’s recommendations. |
1 Slide |
Company Overview. A brief description of the company, including its mission statement, background, and competitive advantages. |
1 Slide |
Situational Analysis. SWOT analysis—Strengths, Weaknesses, Opportunities, Threats facing the company. Also include any other external factors that may influence future sales, such as legal or social activities. |
2-3 Slides |
Objectives/Goals. Briefly describe your proposal–what’s new and why. What is the opportunity to be addressed or the problem to be solved? |
1 Slide |
Segmentation and Targeting Analysis. Define and explain why segmentation is needed. Explain the approach taken (e.g., the use of demographics) taken, and name market segments. Define and explain why targeting is needed, and roughly size your target market. |
2-3 Slides |
Marketing Strategy. Explain and support your marketing mix component decisions, using the 4 P’s, academic concepts, and academic reference sources. Create one perceptual map (See Section 5.4 of the textbook for an example.) |
2-3 Slides |
Branding Strategy. How will the brand be developed and supported? What will be the “implied promise” of the brand? |
1 Slide |
Ethical Considerations. Explain how the proposed plan aligns with the company’s statement of ethics and corporate social responsibility. |
1 Slide |
Financial Projections. Present a summary spreadsheet. For example: years 1, 2 and 3 units sold, sales volumes. Estimate marketing expenses for promotions/advertising. What is the projected timeline of the product life cycle’s introduction and also growth stage? |
2-3 Slides |
Conclusion |
1 Slide |
Suggested slide setup and number of slides (25 slides):
- Title
- Executive Summary
- Company Overview
- Strengths
- Weaknesses
- Opportunities (trends)
- Threats
- Marketing Plan Objectives
- Segmentation
- Target Market
- Positioning Map
- Product (features and benefits versus the competition)
- Price (compared with competition)
- Price Strategy
- Promotional Strategy
- Place Strategy
- Branding Strategy
- CSR Strategy
- Ethics and Corporate Social Responsibility
- Financial Projections
- Conclusion
- References
Requirements:
- 15-20 PowerPoint slides in the body of the presentation.
- Application of marketing models, theory, terminology, and concepts throughout the plan
- A minimum of six references, in addition to the textbook and assigned readings. Include at least two peer-reviewed articles. The CSU-Global Library is a good place to search for credible, scholarly sources.
- Meet all requirements defined in the Portfolio Project Rubric
- Formatted according to CSU-Global Guide to Writing and APA (Links to an external site.).
Note: If you do not have access to a microphone, you may write out your narration as a script and submit as an accompanying Word document or find an alternative way of presenting the narration, depending on the program. PowerPoint, for instance, has the option to add notes at the bottom of each slide. Be sure to clearly designate which slide the narration accompanies.
Rubric
MKG310 Mod 8 PP
MKG310 Mod 8 PP |
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Criteria |
Ratings |
Pts |
||||
This criterion is linked to a Learning OutcomeContent |
|
80.0 pts |
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This criterion is linked to a Learning OutcomeRequirements |
|
50.0 pts |
||||
This criterion is linked to a Learning OutcomeAnalysis |
|
50.0 pts |
||||
This criterion is linked to a Learning OutcomeSources |
|
25.0 pts |
||||
This criterion is linked to a Learning OutcomeApplication of Source Material |
|
25.0 pts |
||||
This criterion is linked to a Learning OutcomeOrganization |
|
10.0 pts |
||||
This criterion is linked to a Learning OutcomeGrammar and Style |
|
10.0 pts |
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This criterion is linked to a Learning OutcomeDemonstrates proper use of APA style |
|
10.0 pts |
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Total Points: 260.0 |
As you develop your Portfolio Project, please make certain you are following guidelines for developing proper slides – which means one graphic and a very small amount of words… the bulk of your words and descriptions and explanations will go in your narration and/or speaker notes.
As the assignment states: “If you do not have access to a microphone, you may write out your narration as a script and submit as an accompanying Word document or find an alternative way of presenting the narration, depending on the program. PowerPoint, for instance, has the option to add notes at the bottom of each slide. Be sure to clearly designate which slide the narration accompanies.” Please also put ALL citations in your speaker notes… and include a slide (or more) for your sources.
For tips on creating strong slides, please see my article: http://www.
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