Week 1 course project
Week 1: Topic
Proposal
You will select a topic for the Week 1 assignment, and
thereafter, all related assignments (the draft in Week 4 and the final
marketing plan in Week 7) MUST be on the same topic. You may not change your
marketing plan topic without approval from your instructor. Your topic should
be for a business, product, or service that you would like to start (no
multilevel marketing structures or non-profit organizations, please). Because
this is an applied project and not a research paper, please do not select a corporation
such as Starbucks or Coca-Cola as your topic. You are to apply the course
concepts to this project. If you are interested in coffee restaurants, for
example, you may wish to select your own cappuccino bar as your topic and then
use information from companies like Starbucks or Seattle’s Best Coffee for
ideas and competitive research as you work on your project. If you have
questions about your topic, don’t hesitate to post them in the Q & A Forum
this week.
For Week 1, please write a two-page description of your
company, product, or service. It should be a new business, product, or service.
Discuss:
Ownership and company structure.
Describe the business, product, or service.
Write your mission statement.
Provide your marketing goals.
The marketing goals must be specific, measurable,
actionable, realistic, and time bound.
Examples…
Company ABC plans
to generate 25 leads per week as a result of our Facebook marketing campaign
beginning Oct. 1, 2014.
Company XYZ plans
to sell 5,000 widgets for the next fiscal year.
Discuss who a typical
customer might be.
Week 4: Draft
Marketing Plan
At the end of Week 4, you will submit a substantial draft to
your instructor for grading and feedback. Read Appendix A in the text. Be sure
to download the Marketing Plan outline. It must be used! It is recommended that
you start working on your draft in Week 2 after your instructor has approved
your topic. Use the Marketing Plan outline as a guide to the required content
for your marketing plan. Complete as much as you are able in order to get a
good start and an initial draft ready to submit at the end of Week 4. Remember,
the more you complete on this initial draft the greater the input that the
professor can provide. Also, please include your last name within the document
title.
Week 7: Final
Marketing Plan
Submit your completed Marketing Plan. It should include all
sections listed in the marketing plan outline. It should include headings for
the various sections of the marketing plan. APA format should be used, and
three references are required. Be sure to list all references that you consult
(both print media and online).
See the Syllabus section “Due Dates for Assignments &
Exams” for due date information.
