14 Aug The Course Project gives students the opportunity to synthesize all of the con

The Course Project gives students the opportunity to synthesize all of
the concepts in the BUSN319 Marketing course by applying them to
develop a comprehensive marketing plan for a new business, product, or
service.

Introduction

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Product innovation and marketing are the only enduring competitive
advantages that companies can use to survive and thrive in the
marketplace. In the next 7 weeks, you are going to participate in
designing and writing a marketing plan for a business, product, or
service of your choosing. Your active participation in this project,
first, is essential to building your understanding of marketing;
secondly, you can use a well-written marketing plan to show prospective
employers a sample of your work.

A marketing plan is a guide for the marketing activities of an
organization for a specified period of time, typically about 5 years.
The plan can be used internally to guide the marketing activities or it
can be used to communicate with external audiences to raise capital.
There are important questions to keep in mind as you design your plan.

Is the marketing idea valid?What is unique or distinctive about the product or service that separates it from substitutes and competitors?Does a viable market exist for the product or service?Are the financial projections sound?Is the management team competent?How will the investors get their money back with a return on their investments?

In order to help you answer these questions and many others, the course provides the following items.

“Building an Effective Marketing Plan” as Appendix A on page
48 of your textbook (it includes an example of a marketing plan)”Financial Aspects of Marketing” as Appendix B on page 368 of your textbookA marketing plan outline located in Doc SharingA grading rubric for the marketing plan

Guidelines

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Your final marketing plan should be between 4,000 and 6,000 words and must follow all APA guidelines.In
Week 1, you will submit a two-page description of your business,
product, or service for instructor approval of your topic. In Week 4,
you will submit a substantial draft of your marketing plan for
instructor feedback. In Week 5, you will submit a breakeven analysis
for your business, product, or service. Your completed marketing plan
is due at the end of Week 7.

Milestones

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Week 1: Topic Proposal (10 points)

You will select a topic for the Week 1 assignment, and thereafter, all
related assignments (the draft in Week 4, the breakeven analysis in
Week 5, 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, 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, dont 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 and include your
marketing goals.

Week 4: Draft Marketing Plan (100 points)

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 from Doc Sharing. It is
recommended that you start work 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.

Week 5: Price Strategy/Breakeven Analysis (50 points)

One of the most challenging decisions faced by marketers is setting the
price for their products and services. In order to select the right
price, you need to ensure that youll be able to cover your costs and
meet customers needs at a price that they are willing to pay. You will
need to perform a breakeven analysis to determine the best price.
Chapters 13 and 14 outline six steps that organizations follow to set
price. Follow these six steps (as listed on page 322 in the text) to
set prices for your product or service and perform a breakeven
analysis. Submit your price strategy/breakeven analysis via the Week 5
Dropbox for grading and feedback. Be sure to incorporate any feedback
provided by your instructor into your final Week 7 Course Project.

Week 7: Final Marketing Plan (230 points)

Submit your completed Marketing Plan. It should include all sections
listed in the marketing plan outline, which is in Doc Sharing. It
should include headings for the various sections of the marketing plan.
APA format should be used, and a bibliography is 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.

Grading Rubrics

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Week 1: Topic Proposal will be evaluated as follows.

Category

%

Description

Documentation,
Formatting, and Editing

10%

Quality work will include a title page, table of contents, proper
citations, and a bibliography. Quality work will be free of any
spelling, punctuation, or grammatical errors. Sentences and paragraphs
will be clear, concise, and factually correct. It must follow APA
guidelines.

Content

90%

Quality work will meet the following requirements: Your topic should be
for a business, product, or service that you would like to start (no multilevel marketing structures, 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.So, if
you are interested in coffee restaurants, for example, you may wish to
select your own cappuccino bar as your topic (you can then use
information from companies like Starbucks or Seattle’s Best Coffee for
ideas and competitive research as you work on your course project in
Weeks 2 through 7). Your proposal should be approximately two pages
long.

Total

100%

A quality submission will meet or exceed all of the above requirements.

Week 4: Draft Marketing Plan will be evaluated as follows.

Category

%

Description

Documentation
and Formatting

5%

Quality work will include a title page, abstract, proper citations, and
a bibliography. Your final marketing plan should be between 4,000 and
6,000 words; your draft should be substantialalmost completeand
therefore approximately 3,000 to 5,000 words long. It must follow all
APA guidelines.

Organization
and Cohesiveness

20%

Quality work will use the marketing plan outline in Doc Sharing for its
organization. The content will be properly subdivided into sections
with headings. The executive summary is not required in your draft
because the executive summary is usually the last part of the plan that
is written; it summarizes the entire plan.

Editing

5%

Quality work will be free of any spelling, punctuation, or grammatical
errors. Sentences and paragraphs will be clear, concise, and factually
correct.

Content

70%

Quality work will have significant scope and depth of research to
support any statements. Relevant illustrations or examples are
encouraged. Quality work will cover all the sections included in the
marketing plan outline in Doc Sharing. The content presented must
demonstrate an understanding of the material.

Total

100%

A quality submission will meet or exceed all of the above requirements.

Week 5: Price Strategy/Breakeven Analysis will be evaluated as follows.

Category

%

Description

Documentation
and Formatting

5%

Quality work will include a title page, proper citations, and a
bibliography. Your final marketing plan should be between 4,000 and
6,000 words.

Organization
and Cohesiveness

20%

Quality work will be clearly organized to show the six steps in your
pricing process and your assumptions, fixed costs summary, variable
costs summary, and calculations for three prices (high, medium, and
low).

Editing

5%

Quality work will be free of any spelling, punctuation, or grammatical
errors. Sentences and paragraphs will be clear, concise, and factually
correct.

Content

70%

Quality work will demonstrate an understanding of the breakeven
analysis concept and will show correct calculations. Completed
calculations will appear in a graph or table. Conclusions from the
breakeven analysis should be summarized with your rationale for the
prices selected. The content presented must demonstrate an
understanding of the material.

Total

100%

A quality submission will meet or exceed all of the above requirements.

Week 7: Final Marketing Plan will be evaluated as follows.

Category

%

Description

Documentation
and Formatting

5%

Quality work will include a title page, table of contents, abstract, proper citations, and a bibliography in APA format.

Organization
and Cohesiveness

20%

Quality work will use the marketing plan outline in Doc Sharing for its
organization. The content will be properly subdivided into sections
with headings and subheadings; it will include the breakeven analysis
completed in Week 5 and incorporate feedback provided from your
instructor on your Week 4 draft. You may choose to use some of the
Building Your Marketing Plan exercises at the ends of the chapters in
the text to guide you to develop some sections of your plan. The
executive summary will summarize your plan and include the reasoning you
employed in your analysis, as well as any outstanding conclusions you
can reach about the marketing plan for your chosen product or service.

Editing

5%

Quality work will be free of any spelling, punctuation, or grammatical
errors. Sentences and paragraphs will be clear, concise, and factually
correct.

Content

70%

Quality work will have significant scope and depth of research to
support any statements. Relevant illustration or examples are
encouraged. Quality work will cover all the sections included in the
marketing plan outline in Doc Sharing. The content presented must
demonstrate an understanding of the material.

Total

100%

A quality submission will meet or exceed all of the above requirements.

The Course Project gives students the opportunity to synthesize all of
the concepts in the BUSN319 Marketing course by applying them to
develop a comprehensive marketing plan for a new business, product, or
service.

Product innovation and marketing are the only enduring competitive
advantages that companies can use to survive and thrive in the
marketplace. In the next 7 weeks, you are going to participate in
designing and writing a marketing plan for a business, product, or
service of your choosing. Your active participation in this project,
first, is essential to building your understanding of marketing;
secondly, you can use a well-written marketing plan to show prospective
employers a sample of your work.

A marketing plan is a guide for the marketing activities of an
organization for a specified period of time, typically about 5 years.
The plan can be used internally to guide the marketing activities or it
can be used to communicate with external audiences to raise capital.
There are important questions to keep in mind as you design your plan.

In order to help you answer these questions and many others, the course provides the following items.

Your final marketing plan should be between 4,000 and 6,000 words and must follow all APA guidelines.In
Week 1, you will submit a two-page description of your business,
product, or service for instructor approval of your topic. In Week 4,
you will submit a substantial draft of your marketing plan for
instructor feedback. In Week 5, you will submit a breakeven analysis
for your business, product, or service. Your completed marketing plan
is due at the end of Week 7.

Week 1: Topic Proposal (10 points)

You will select a topic for the Week 1 assignment, and thereafter, all
related assignments (the draft in Week 4, the breakeven analysis in
Week 5, 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, 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, dont 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 and include your
marketing goals.

Week 4: Draft Marketing Plan (100 points)

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 from Doc Sharing. It is
recommended that you start work 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.

Week 5: Price Strategy/Breakeven Analysis (50 points)

One of the most challenging decisions faced by marketers is setting the
price for their products and services. In order to select the right
price, you need to ensure that youll be able to cover your costs and
meet customers needs at a price that they are willing to pay. You will
need to perform a breakeven analysis to determine the best price.
Chapters 13 and 14 outline six steps that organizations follow to set
price. Follow these six steps (as listed on page 322 in the text) to
set prices for your product or service and perform a breakeven
analysis. Submit your price strategy/breakeven analysis via the Week 5
Dropbox for grading and feedback. Be sure to incorporate any feedback
provided by your instructor into your final Week 7 Course Project.

Week 7: Final Marketing Plan (230 points)

Submit your completed Marketing Plan. It should include all sections
listed in the marketing plan outline, which is in Doc Sharing. It
should include headings for the various sections of the marketing plan.
APA format should be used, and a bibliography is 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.

Week 1: Topic Proposal will be evaluated as follows.

Week 4: Draft Marketing Plan will be evaluated as follows.

Week 5: Price Strategy/Breakeven Analysis will be evaluated as follows.

Week 7: Final Marketing Plan will be evaluated as follows.

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