Fundamentals of Marketing
MKTG 300
University of San Diego
Spring 2008
Marketing plan
Teams of 4-5 students are required to prepare a marketing plan – for internal audience
purposes (to direct the firm) for a new project/product/company of their choice. Each
team will submit a project proposal/outline for instructor’s approval. The plan should
include concepts learned in class as well as the following (details on page 44 in
Marketing, The Core):
1.
2.
3.
4.
5.
6.
7.
Executive summary
Situation analysis
Market-product focus
Marketing program strategy & tactics
Implementation plan
Evaluation & control
Appendix: details on other topics
Marketing plan grade will be based on the following:
1. Written marketing plan – refer to syllabus for deadlin . As mentioned in syllabus,
marketing plans not delivered on time will receive a 20% deduction of the grade.
.
2. 15 minute oral presentation of the plan
3. Team peer evaluation
The written marketing plan
The number of pages is to be approximately 14-20 (excluding the Appendix), double
spaced, and the font size to be 10-12.
Executive summary (1 page)
A summary (also considered an “Introduction”) that “sells” the plan to its readers through
clarity and brevity.
Situation analysis (1-2 pages)
A snapshot of “where are we now and where are we heading”. Also, included are the
following: SWOT Analysis, Industry Analysis, Competitors, Company Analysis, and
Customer Analysis. Refer to Chapters 2-8
Market-Product Focus (2-3 pages)
List the Marketing and Product Objectives here. Also, describe the following: Target
Market(s), Points of Difference, and Positioning Strategy. Refer to Chapters 9-10
Marketing program (3-4 pages)
List and describe the following marketing mix (4 Ps) elements: Product, Price, Place,
Promotion Strategies. Develop the budget by estimating revenues, expenses, and
profits. Refer to Chapters 10-18
Implementation (1 page)
Insert a schedule (i.e. Plan of Action) on how you will roll out or launch the marketing
actions mentioned in the Marketing Program section of the plan.
Evaluation and Control ( ½ to 1 page)
In this section, describe the contingency plan and what actions to take if you do not meet
the objectives stated in your plan.
Oral presentation
A 15 - 20 minute presentation highlighting the important points in marketing plan that
would include the following:
1)
2)
3)
4)
5)
Introduction/Executive summary (1 minute)
Situation analysis (2 minutes)
Market product focus (2- 3 minutes)
Marketing program (5 - 8 minutes)
Conclusion – Q & A (2 - 3 minutes)
Refer to grading rubric for oral presenations
Grading criteria
1.
2.
3.
4.
5.
Analysis of the subject and creative thought
Organization of ideas
Clarity of presentation
Spelling, grammar, and punctuation
The paper is correctly formatted (e.g., margins, headings, headers, citations,
references)
6. Refer to grading rubric, under APA guidelines
For additional information, please refer to pages 44-57, Appendix A “Creating an
Effective Marketing Plan”.
Note: Please try to be creative as you can in order to support your plan. Visuals
and/or other types of media (i.e. PowerPoint) are strongly recommended.