Marketing Plan[WLOs: 1, 2, 3, 4] [CLOs: 1, 2, 3, 4, 5, 6]Prior to beginning work on this assignment,ReadChapter 9 of the course text, Principles of MarketingChapter 10 of the course text, Principles of MarketingIt is recommended you review the course text and other resources read or watched throughout this course.Instructions:Throughout this course you have explored all elements of a marketing plan. Now it is time to put your marketing plan together for the company you selected for your marketing manager internship.Part A – General Information and Situational AnalysisSection 1 – Company BackgroundDescribe the selected company and brand and a brief history.Summarize the core products and services the company offers.Identify direct current competitors and explain why they are direct competitors.Section 2 – SWOT AnalysisComplete a SWOT analysis.Propose the product or service line you want to develop a marketing plan for.Justify your proposal with a SWOT-based argument for why it warrants marketing investment.Section 3 – Macro- and MicroenvironmentAnalyze at least two elements from each quadrant of Table 8.1 in the course text as the micro- and macroenvironment factors that affect the company’s overall marketing strategy.Part B – The Marketing PlanSection 1 – Segmentation, Targeting, and Positioning (STP)Describe your segmentation approach for your proposed product or service and provide rationale for this approach.Describe the target audiences or markets.Create a positioning statement.Section 2 – The Marketing MixFormulate the four Ps for your proposed product or service:ProductDescribe your core product, extended product, and the product concept.Explain how you plan to achieve competitive differentiation through creating customer value in four areasBrandingPackagingSupportQualityPricePlacePromotion with a special focus on digital media and integrated marketing communications (IMC)Section 3 – Global and Ethical Considerations, and ConclusionIdentify three business or sociocultural considerations in translating your marketing plan for use in a foreign market.Discuss the company’s policy or philosophy on one of the areas below:corporate social responsibility (CSRgreen marketing practicesethicsethical marketingdiversity, equity, and inclusion (DEI) practices.Conclude with a summary of your plan and why it deserves to be funded.Helpful TipsPart ASection 1: Understanding the background of the company will help you complete the SWOT analysis. Use your Week 2 assignment and make sure you incorporated your instructor’s feedback and have improved your previously submitted work.Section 2: Propose a new idea to market the product or service line. Avoid writing about or proposing the current marketing strategy. This is your idea, so use the SWOT analysis to defend it. Use your Week 2 assignment and make sure you incorporated your instructor’s feedback and have improved your previously submitted work.Section 3: Use the information you researched and analyzed in the Week 4 video presentation to complete this section. Analyze some micro- and macroenvironment factors that affect the company’s overall marketing strategy globally. You need to provide enough details about the information you included in your slides to incorporate it with the rest of the paper.Make sure you incorporated your instructor’s feedback.Part BSection 1: Use the information you researched and analyzed in the Week 4 discussion forum, Finding and Targeting Your People. You need to beef up the information you discussed in that discussion forum to align it with your overall marketing plan. Also, review and refer to Section 7.3 of the course text, Principles of Marketing.Section 2: Spend considerable time completing the four P’s of your marketing plan; this is the essence of your plan. Someone should be able to understand your plan just by reading this section only.Section 3: Research, analyze, and discuss your internship brand at the global level or in a foreign market. Also, discuss its CSR and DEI efforts.Upload Your Project to FolioIt is recommended that you upload your completed paper to Folio. Skills, that were reviewed in Week 4, can be tagged on your Folio page along with a descriiption of the project’s purpose. For more information on these skills, review the Marketing Skills: Developing Career Readiness module in Week 4. For information on how to set up and use your Folio account as well as tag skills, check out the Folio webpage in the Student Success Center.Project Submission InstructionsAt the end of your marketing plan, add an APA-formatted appendix.For information on how to create a APA-formatted appendix, please review UAGC’s Writing Center’s resource Tables, Images, and Appendices.Save your marketing plan as a Word document.Upload it to Waypoint.
DirectionsClick each tab to review the instructions to complete and submit your project.Formatting RequirementsFolio SubmissionWaypoint SubmissionFormatting RequirementsThe Marketing Plan final project paperMust be 9 to 11 double-spaced pages in length (not including title and references pages or slides) and formatted according to APA Style as outlined in the Writing Center’s APA Formatting for Microsoft Word resource.Must include a separate title page and slide with the following:Title of project in bold fontSpace should be between title and the rest of the information on the title page.Student’s nameName of institution (The University of Arizona Global Campus)Course name and numberInstructor’s nameDue dateMust utilize academic voice. See the Academic Voice resource for additional guidance.Must include an introduction and conclusion paragraph and subject headers for all parts, sections, and subsections. Your introduction paragraph needs to end with a clear thesis statement that indicates the purpose of your paper.For assistance on writing Introductions & Conclusions as well as Writing a Thesis Statement, refer to the Writing Center resources.Must use at least four scholarly or credible sources in addition to the course text.The Scholarly, Peer-Reviewed, and Other Credible Sources table offers additional guidance on appropriate source types. If you have questions about whether a specific source is appropriate for this assignment, please contact your instructor. Your instructor has the final say about the appropriateness of a specific source for a particular assignment.To assist you in completing the research required for this assignment, review the Company Research in the UAGC Library tip sheet to assist with this assignment.Must document any information used from sources in APA Style as outlined in the Writing Center’s APA: Citing Within Your Paper guide.Must include a separate references page that is formatted according to APA Style as outlined in the Writing Center. See the APA: Formatting Your References List resource in the Writing Center for specifications.Folio SubmissionAccess your Folio through in your Canvas Account >located in the left hand navigation menu of Canvas.Select the + New Project button in your Folio page.Follow the prompts to upload a file, paste a link, or access your files from other online applications.Select a Category for your project from the drop-down menu.Write a Descriiption of your project that summarizes the piece and any conclusions that were drawn.Add Skills tags to your work that identify the knowledge, skills, and abilities that are demonstrated.Publish your project.View your published project and select the Share icon to “Copy link to project”.WaypointAt the end of your marketing plan, add an APA-formatted appendix.For information on how to create a APA-formatted appendix, please review UAGC’s resource Tables, Images, and Appendices.Save your Final Paper as a Word document.Access Waypoint using the button below to submit your Final Paper and the link to your Folio project.Paste the link to your Folio project in the Comments field when uploading your assignment to Waypoint so your instructor can access your ePortfolio.Carefully review the Grading Rubric for the criteria that will be used to evaluate your assignment.Skills LearnedThis activity helps you practice the following industry-required skills:Project ManagementDigital/Social Media MarketingCreativity/InnovationNegotiationProblem Formation/SolvingAnalytical SkillsTime ManagementConfidenceResponsibility
Waypoint Assignment SubmissionThe assignments in this course will be submitted to Waypoint. Please refer to the instructions below to submit your assignment.Click on the Assignment Submission button below. The Waypoint “Student Dashboard” will open in a new browser window.Browse for your assignment.Click Upload.Confirm that your assignment was successfully submitted by viewing the appropriate week’s assignment tab in Waypoint.For more detailed instructions, refer to the Waypoint Tutorial.Click the button below to access Waypoint
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