INT 640 Final Project Milestone Three Guidelines and Rubric
Overview: For the final project in this course, you are tasked with launching a product and accompanying marketing campaign in the international market of
your choice. You will select a specific international market in the world, excluding the United States, and a specific product, and then assess the marketing
conditions in the international market in several important areas. You should select a country that you were always interested in that might be your “dream”
country to work in one day.
Prompt: Market segmentation is an important and integral part of marketing strategy. In Milestone Three, you will recognize or recommend the appropriate
target market for your product/service in your selected international market. Develop a sound and appropriate promotion strategy as part of the target
marketing. Note that it should ultimately complement your final advertisement design due in Module Nine. A product or service cannot be launched without
appropriate financial backing. As part of this milestone, you will also develop a complete, realistic marketing budget. As part of it, you need to correctly price
your product/service to reflect financial possibilities of your target market.
Specifically, the following critical elements must be addressed:
IV. Target Market and Market Segmentation
a. Justify why your product is correctly customized to the market you are selling in. Be sure to include your logo image and describe any changes
you made to it.
b. Justify how your product is appropriately priced for the intended target market group.
c. Justify your product placement within the specific international market.
d. Develop a promotion strategy for your product in the specific international market. Provide justification for your selected platform(s):
i.
Media marketing
ii.
Social media
iii.
Print
iv.
Other
V. Pricing and Budgeting: In this section, you will develop a complete marketing budget.
a. Produce an overall budget for your marketing campaign, consisting of all the required budget items based on your budgeting strategy.
b. Provide exact pricing for your selected promotion strategy. The prices should reflect current pricing options in the specific international market.
c. Determine whether or not the current product price covers the current marketing budget. Is your budget fiscally responsible?
d. Evaluate the impact of adjustments of the current product price to the highest-priced competitor and the lowest-priced product competitors on
your budget.
Guidelines for Submission: Milestone Three must be submitted as a 2–3 page Microsoft Word document with double spacing, 12-point Times New Roman font,
and one-inch margins. Included should be at least two scholarly references. All references should be cited in APA format. Instructor Feedback: This activity uses an integrated rubric in Blackboard. Students can view instructor feedback in the Grade Center. For more information,
review these instructions. Rubric
Critical Elements
Proficient (100%)
Target Market: Product Logically justifies why product is
correctly customized to market,
including logo image with
annotated changes Needs Improvement (70%)
Justifies why product is correctly
customized to market, but does
not include logo image with
annotated changes or has gaps in
logic or detail
Target Market:
Logically justifies how product is Justifies how product is
Appropriately Priced appropriately priced for intended appropriately priced for intended
target market group
target market group, but with
gaps in logic or detail
Target Market:
Logically justifies product
Justifies product placement in
Placement
placement in specific
specific international market, but
international market
with gaps in logic or detail
Target Market:
Develops appropriate promotion Develops promotion strategy for
Promotion Strategy strategy for product in specific
product in specific market,
market, providing logical
providing justification for selected
justification for selected
platform(s), but promotion
platform(s)
strategy is lacking detail or
relevance to product or
justification has gaps in logic
Pricing and Budgeting: Produces overall budget for
Produces overall budget for
Overall Budget
marketing campaign consisting of marketing campaign, but does
all required budget items based
not contain all required budget
on marketing strategy
items based on marketing
strategy or has gaps in accuracy
Pricing and Budgeting: Provides exact pricing for
Provides exact pricing for
Exact Pricing
selected promotion strategy
selected promotion strategy, but
based on current pricing options with gaps in accuracy with
in specific international market
respect to current pricing options
in specific international market
Pricing and Budgeting: Determines whether the current Determines whether the current
Product Price
product price covers the current product price covers the current
marketing budget, addressing the marketing budget, addressing the
budget’s fiscal responsibility
budget’s fiscal responsibility, but
with gaps in accuracy or detail Not Evident (0%)
Does not justify why product is
correctly customized to market Value
15 Does not justify how product is
appropriately priced for intended
target market group 10 Does not justify product
placement in specific
international market
Does not develop promotion
strategy for product in specific
market 10 Does not produce overall budget
for marketing campaign 15 Does not provide exact pricing for
selected promotion strategy 10 Does not determine whether the
current product price covers the
current marketing budget 10 10 Pricing and Budgeting: Logically evaluates the impact of
Adjustments
adjustments of the product price
to the highest-priced and lowestpriced competitors on budget
Articulation of
Response Submission has no major errors
related to citations, grammar,
spelling, syntax, or organization Evaluates the impact of
adjustments of the product price
to the highest-priced and lowestpriced competitors on budget,
but has gaps in logic or detail
Submission has major errors
related to citations, grammar,
spelling, syntax, or organization
that negatively impact readability
and articulation of main ideas Does not evaluate the impact of
adjustments of the product price
to the highest-priced and lowestpriced competitors on budget 10 Submission has critical errors
related to citations, grammar,
spelling, syntax, or organization
that prevent understanding of
ideas
Total 10 100%
