Assignment: Marketing/Business Plan
Objectives
Demonstrate understanding of the use of a broad set of digital communication tools.
Create a digital marketing plan for inclusion into the business plan.
Key Assignment Final Draft
Assignment Description
Part 1 Tasks:
Based on the work that you have done this term, write the following sections for your venture's business plan:
Expanded Market Environment (Phase 1 IP) Knowing Your Market
Complete the following for this assignment:
Conduct preliminary market research on your venture, and write a paper of 1,500-2,000 words that responds to the following questions:
What is the scale of the industry (in units and dollars)?
What is the scope (geographical range) of the market? Is it local, regional, national, international, or global?
Is it a niche industry, or does it reach a mass market?
How profitable are the players in the industry?
What trends are occurring in the industry?
What competition is in the marketplace, and what are they doing?
Produce a detailed analysis of your markets, and articulate your conventional marketing goals and objectives.
You should use Internet research, statistical abstracts, buying power indexes, public agencies, industry associations, and competitor Web sites to deepen the analysis of your markets and your competition.
Include visual aids where they are appropriate.
Please submit your assignment.
Marketing Mix (Phase 2 IP and DB)
Assignment Objectives- Demonstrate understanding of the use of a broad set of digital communication tools.
Assignment Details
For this assignment, you will create a marketing mix document with the following 5 sections:
Product: This section includes features, options, brand name, packaging, and service characteristics.
Price: This section includes a pricing schedule, discounts, relative pricing, payment terms, and credit.
Place: This section includes location, channels, in-store, on-shelf locations, on-site locations, and market coverage.
Promotion: This section includes promoting, public relations (PR), and selling.
People, participation, or philanthropy: This section includes information of your choosing.
Please submit your assignment
Determine the use of available tools for integrated marketing on the internet.
Assess which tools should be the most effective for promoting their specific new business ventures.
Discussion Board
The Basic marketing plan
Assignment Objectives- Demonstrate understanding of the use of a broad set of digital communication tools.
Determine the use of available tools for integrated marketing on the internet.
Assess which tools should be the most effective for promoting their specific new business ventures.
Assignment Details
Primary Task Response: Within the Discussion Board area, write 600-800 words that respond to the following questions with your thoughts, ideas, and comments. This will be the foundation for future discussions by your classmates. Be substantive and clear, and use examples to reinforce your ideas.
For this assignment, complete the following:
Discuss your pricing strategy. You should decide what form of pricing strategy you are using (value, prestige, cost plus, etc.), and you should provide a price schedule for your product and service lines.
Explain where your products and services fit within your markets.
Create and include a product positioning map. The product positioning map can be an image, PDF, or PowerPoint file.
Digital Marketing Plan (Phase 3 IP and DB)Integrating Digital Media
Assignment Objectives- Determine the use of available tools for integrated marketing on the internet.
Assess which tools should be the most effective for promoting their specific new business ventures.
Demonstrate proficiency in at least three web-based tools used in integrated marketing.
Assignment Details
Explain your Web site concept. Discuss how you will integrate your social media marketing (SMM) tools into the function of your Web site.
Respond to the following questions:
What kind of content will you create?
With which ideas, brands, and advertisers will you affiliate?
What is your search engine optimization (SEO) strategy?
Optimization
Organic or nonorganic
Keywords
Paid advertising
Mobile searches
Note: You must also use visual aids to illustrate your ideas.
Discussion Board- Integrating Digital Media
Assignment ObjectivesDemonstrate understanding of the use of a broad set of digital communication tools.
Determine the use of available tools for integrated marketing on the internet.
Assess which tools should be the most effective for promoting their specific new business ventures.
Assignment Details
Define, describe, and provide 3 examples of social media business tools that can be applied to your business. Evaluate the current value and the potential future value that blogging, audio or video creations, and press releases will have on your venture.
Conduct research of competitors to determine the set of digital communication tools that they are using. Assess those tools, and select 3 that you plan to use in the development of your venture.
If you choose a set of 3 tools that are not currently being used by competitors, explain why you think your choices can be successful in your market.
Social Media Strategy
Discussion Board- Knowing your Market
Assignment Objectives- Determine the use of available tools for integrated marketing on the internet.
Assignment Details-
Assess which tools should be the most effective for promoting their specific new business venturesSummarize your new venture, and explain how you will use the Internet to grow it. Specifically, address the following:
What will your Web presence look like?
How do you see social media influencing your venture?
How will ideas relate to Web 2.0 impact your venture?
How will your target audience access your venture through mobile devices?
Part 2 Tasks:
Revisit your business plan, and refine it for your venture. Add nuance where you have discovered it, clarify points, and make the document more consistent. Make sure that your financial statement and budgets reflect the changes that you have made to your plan. You should take time to adjust the tone of your writing and to add appropriate charts, graphs, and other visual aids to your completed sections.