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Disruptive Marketing Plan – Brand Proposal Paper Assignment
Indent first sentence of each paragraph – tell the reader what this paper is
about…remember that you are provide a specific consumer brand offering / service.
Disruptive Brand Plan
Identify a brand that you would like to change their approach to their marketing and/or
business practices. This must be a consumer tangible product OR a service company. Here are
some examples, a cruise line that would change the vacation experience for the customers. You
want everyone to talk about their experience and share with their friends and family (word of
mouth). Or it could be a company that changes to all ‘green’ and that drives more interest and
marketing coverage for this brand.
Discuss here the 4Ps that would have to be modified to make these changes. At this point
it is very high-level. Remember that these changes the mix must be affordable. You cannot say
for example that you are a car brand that is going to give a cruise to everyone that buys your
vehicle…that could bankrupt a company. But what would change below? The product itself?
Would the price have to change? Would you distribute this differently (place of purchase)? And
then how would you promote this ‘disrupted’ product differently?
Brief recap of the key attributes of this product identified above today and how it might
Today’s pricing is discussed here. Provide the exact price of your product and the source.
If it is sold in multiple locations, provide three examples of pricing found via your research.
How might this have to change?
Current distribution plan for this product. This is where consumers can buy your product.
If your product is sold at several online and brick & mortar locations – provide at least five
Promotion / Communications
How does this brand communicate their brand offering today? How would you improve
this? Deliver a minimum of 750 words and do not exceed 1000 words. You may use this
submission (based on feedback you receive) as the start of your week seven paper. The tight
range for word count is to ensure that your final Week Seven paper is under 25% SafeAssign.
Review current versus future target market for this brand based on the changes you plan
You need three authored sources. An authored source is one that has a real human’s name
associated with it. You can use web sites too, but you still must have at least three
authored sources – including one peer-reviewed journal from the Journal of Marketing
DISCUSSION ASSIGNMENT INSTRUCTIONS
The student will complete 6 Discussions in this course. The student will post one thread of at
least 750 words not to exceed 1,250 words by 11:59 p.m. (ET) on Thursday of the assigned
module (except for Module 8: Week 8, when the thread is due by 11:59 p.m. (ET) on
Wednesday). The student must then post 2 replies of at least 250 words by 11:59 p.m. (ET) on
Sunday of the assigned module (except for Module 8: Week 8, in which the replies are due by
11:59 p.m. (ET) on Friday). For each thread, students must support their assertions with at least
2 scholarly authored citations in current APA format, with at least one new reference from a
Marketing Journal to support the topic researched. The exceptions are as follows: the Discussion:
Product must cite, in current APA format, at least four articles, including the three articles listed
in the prompt and a new Journal article on PRODUCT; the Discussion: Disruptive Marketing
must include and cite two of your references used for the Disruptive Marketing Plan Project. For
all Discussions, each reply must incorporate at least 1 scholarly citation in the current APA
format and 1 Biblical principle/verse (Note: for each reply for the Discussion: Disruptive
Marketing, at least 1 Biblical verse needs to cited, in current APA format, under the Biblical
Integration subject header). Any sources cited must have been published within the last five
years, except for the Bible.
*Note: Scholarly Marketing authored references are an authored source in which a human's
name is associated with the work.
Post-First Feature: This course utilizes the Post-First feature in all Discussions. The Post-First
feature means you will only be able to read and interact with your classmates' threads after
submitting your thread in response to the provided prompt. For additional information on PostFirst, click here for a tutorial.
If you make a mistake on your discussion posting – repost the entire posting again – do not just
add a reference in another posting – you will not get credit. Do not email your instructor with
corrections to your posting – repost everything again.
The requirement is that you use subject headers AND that you post your discussion directly into
the learning platform.
Remember, you cannot repeat any of the sources from previous postings.
Modules 1, 2, 3, 4, & 6: Initial posts due by 11:59 p.m. (ET) on Thursday and replies due by
11:59 p.m. (ET) on Sunday.
Module 8: Week 8: Initial post due by 11:59 p.m. (ET) on Wednesday and replies due by 11:59
p.m. (ET) on Friday.
DISRUPTIVE MARKETING PLAN: BRAND PROPOSAL PAPER ASSIGNMENT INSTRUCTIONS
Product/Service Topic Identification
Each student must choose an existing consumer product/service to analyze for the Disruptive Marketing Plan.
You will submit a proposal in 750–1000 words in regards to your idea using the provided template. Three
references, including one Journal of Marketing reference, are required.
Important: Written Assignment Requirements This Semester
Your papers this semester should adhere to current APA format...and that includes the following:
• Times New Roman 12 Font
• Double-Spacing with zero-point line spacing (10 point line spacing not allowed)
• One Inch Margins
• Cover Page and Reference Page
• And more...using the current edition of the APA manual as the guide.
Also, the following expectations are required in your writing style this semester:
• Use subject headers for all papers - your reader appreciates and expects that level of organization to your
• No visuals in the paper - put in the Appendix if needed. Do not put tables in UNLESS you developed the
• Avoid “I” statements – do not talk about yourself, present facts.
• Deliver at least the minimum word count requirement.
• No contractions.
• Use the templates as provided strictly – do not change or delete subject headers.
• No PDF files accepted.
• The first line of each new paragraph should be indented five spaces.
• No extra blank lines between paragraphs - deliver a 'tight' paper! All students must be graded based on
the same writing approach.
• If you use an online source, please include the exact web link on the reference page as sources will be
• Avoid using bullet points and numbered lists - write formally, in full paragraphs and full sentences
• No abbreviations - if you are referring to the United States of America, write it out. Do not state 'The
US' - this is not good academic writing.
• Always include a cover page and reference page!
• Reference page and in-text citations must match exactly.
• Authored articles must be used to meet your requirement. An authored source is simply one that
is associated with a person's full name. No wikis, blogs, videos, podcasts, dictionaries,
encyclopedias qualify as a formal authored source. It is fine to use a website like the United States
Census Bureau, but there is no 'human's name' associated with it. You may use it, but it will not
count as one of the required authored sources you must deliver.
Note: Your assignment will be checked for originality via the SafeAssign plagiarism tool. Make sure you are
under a 25% score. There are three attempts granted for this paper.