The purpose of this miniproject is to gain an understanding of marketing planning through actual experience.
1. Select one of the following for your marketing planning project:
• Yourself (in your search for a career)
• Your university
• A specific department in your university
2. Next, develop the following elements of the marketing planning process:
• A mission statement
• A SWOT analysis
• Objectives
• A description of the target market(s)
• A positioning strategy
• A brief outline of the marketing mix strategies-the product, pricing, distribution, and promotion strategies-that satisfy the objectives and address the target market
3. Prepare a brief outline of a marketing plan using the basic template provided in this chapter as a guide.