MKG – 310 – Portfolio Project (260 Points)

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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.
Note: This is not an introduction to the marketing plan. Typically, the executive summary is written after the plan has been completed.

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

Criteria

Ratings

Pts

This criterion is linked to a Learning OutcomeContent

80.0 to >64.0 pts

Meets Expectation

Demonstrates strong or adequate knowledge in creating a marketing plan for a company product/service OR demonstrates adequate knowledge creating a marketing plan for an existing company.

64.0 to >48.0 pts

Approaches Expectation

Some significant but not major errors or omissions in demonstration of knowledge.

48.0 to >32.0 pts

Below Expectation

Major errors or omissions in demonstration of knowledge.

32.0 to >0 pts

Limited Evidence

Fails to demonstrate knowledge of the materials.

80.0 pts

This criterion is linked to a Learning OutcomeRequirements

50.0 to >40.0 pts

Meets Expectation

The Portfolio includes all of the required components, as specified in the assignment.

40.0 to >30.0 pts

Approaches Expectation

The Portfolio includes most of the required components, as specified in the assignment.

30.0 to >20.0 pts

Below Expectation

The Portfolio includes some of the required components, as specified in the assignment.

20.0 to >0 pts

Limited Evidence

The Portfolio includes few of the required components, as specified in the assignment.

50.0 pts

This criterion is linked to a Learning OutcomeAnalysis

50.0 to >40.0 pts

Meets Expectation

Provides strong or adequate thought, insight and analysis of concepts and applications regarding creating a marketing plan.

40.0 to >30.0 pts

Approaches Expectation

Some significant but not major errors or omissions in thought, insight and analysis.

30.0 to >20.0 pts

Below Expectation

Major errors or omissions in thought, insight and analysis.

20.0 to >0 pts

Limited Evidence

Fails to demonstrate thought, insight and analysis.

50.0 pts

This criterion is linked to a Learning OutcomeSources

25.0 to >20.0 pts

Meets Expectation

Cites and integrates a minimum of six references (in addition to course materials such as the textbook or articles) AND at least two of which are peer-reviewed articles.

20.0 to >15.0 pts

Approaches Expectation

Cites and integrates five credible sources (in addition to course materials such as the textbook or articles) AND at least two of which are peer-reviewed articles.

15.0 to >10.0 pts

Below Expectation

Cites and integrates four credible sources (in addition to course materials such as the textbook or articles) AND at least two of which are peer-reviewed articles.

10.0 to >0 pts

Limited Evidence

Cites and integrates no credible sources.

25.0 pts

This criterion is linked to a Learning OutcomeApplication of Source Material

25.0 to >20.0 pts

Meets Expectation

Sources well or adequately chosen to provide substance and perspectives on the issue; knowledge from the course linked properly to source material.

20.0 to >15.0 pts

Approaches Expectation

Some significant but not major problems with selection and linkage of sources.

15.0 to >10.0 pts

Below Expectation

Major problems with selection and linkage of sources.

10.0 to >0 pts

Limited Evidence

Source selection is seriously flawed; no linkage to knowledge from the course.

25.0 pts

This criterion is linked to a Learning OutcomeOrganization

10.0 to >8.0 pts

Meets Expectation

Project is clearly organized, well written, and in proper essay format including an introduction, body, and conclusion. Conforms to project requirements.

8.0 to >6.0 pts

Approaches Expectation

Small number of significant but not major flaws in organization and writing; is in proper essay format. In a minor, way does not conform to project requirements.

6.0 to >4.0 pts

Below Expectation

Major problems in organization and writing; does not completely follow proper essay format. In a significant way, does not conform to project requirements.

4.0 to >0 pts

Limited Evidence

Project is not well organized or well written and is not in proper essay format. Does not conform to project requirements.

10.0 pts

This criterion is linked to a Learning OutcomeGrammar and Style

10.0 to >8.0 pts

Meets Expectation

Strong sentence and paragraph structure; few or no minor errors in grammar and spelling; appropriate writing style; clear and concise with no unsupported comments.

8.0 to >6.0 pts

Approaches Expectation

Small number of significant but not major errors in grammar and spelling; generally appropriate writing.

6.0 to >4.0 pts

Below Expectation

Inconsistent to inadequate sentence and paragraph development; work needed on grammar and spelling; does not meet program expectations.

4.0 to >0 pts

Limited Evidence

Poor quality; unacceptable in terms of grammar and/or spelling; inappropriate writing style that interferes with clarity.

10.0 pts

This criterion is linked to a Learning OutcomeDemonstrates proper use of APA style

10.0 to >8.0 pts

Meets Expectation

Project contains proper APA formatting, according to the CSU-Global Guide to Writing and APA, with no more than one significant error.

8.0 to >6.0 pts

Approaches Expectation

Few errors in APA formatting, according to the CSU-Global Guide to Writing and APA, with no more than two to three significant errors.

6.0 to >4.0 pts

Below Expectation

Significant errors in APA formatting, according to the CSU-Global Guide to Writing and APA, with four to five significant errors.

4.0 to >0 pts

Limited Evidence

Numerous errors in APA formatting, according to the CSU-Global Guide to Writing and APA, with more than five significant errors.

10.0 pts

Total Points: 260.0

Previous

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.mycollegesuccessstory.com/academic-success-tools/creating-sharp-presentation-

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