MKT 500 – Assignments and Rubrics Assignment 2: Part B: Your Marketing Plan Due Week 6 and worth 240 points Using the same company from Assignment 1, in this assignment you will focus on the company’s mission, introduction and branding. Note: You may create and /or make all necessary assumptions needed for the completion of this assignment. Write a four to five (4-5) page paper in which you: 1. Develop a branding strategy for your product that covers the brand name, logo, slogan, and at least one (1) brand extension. 2. Assemble a marketing strategy for your product, and determine an appropriate time table to implement your plan). Provide a rationale for your response. 3. Prepare a positioning statement. Include a perceptual map that shows your company's position against its competitors. From this map, create a statement that depicts your position. For example, “Our product is the fastest in its class for half the price.” Note: See pp. 54 - 55 in the textbook for examples of perceptual maps. You may use Microsoft Word, PowerPoint, or other equivalent software to create your perceptual map. 4. Examine the relevant consumer behavior for your target market. Explain the main reasons why the brand name, logo, slogan, brand extension, as well as the positioning statement and marketing strategy are right for the identified target market. 5. Develop your company's mission statement and company introduction. 6. Use at least three (3) academic resources as quantitative marketing research to determine the feasibility of your product / service. These resources should be industry specific and relate to your chosen product / service. Note: Wikipedia and other Websites do not qualify as academic resources. Your assignment must follow these formatting requirements: • • Be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides; citations and references must follow APA or school-specific format. Check with your professor for any additional instructions. Include a cover page containing the title of the assignment, the student’s name, the professor’s name, the course title, and the date. The cover page and the reference page are not included in the required assignment page length. Your Assignment must be saved as: Save the Assignment as Last Name_First Name_Week6_Assignment2 For Example: Doe_John_Week6_Assignment 2 MKT 500 – Assignments and Rubrics The specific course learning outcomes associated with this assignment are: • • • • • • • • Analyze the marketing framework including the concepts of the 5Cs, STP, and 4Ps. Examine the marketing science of customer behavior and products in the marketing exchange process and create dynamic strategies for competing. Evaluate the basis for market segmentation and approaches to segmentation. Evaluate target customer segments and positioning products within these segments. Examine the marketing science of customer behavior and products in the marketing exchange process and create dynamic strategies for competing. Develop branding strategies for existing and new products. Use technology and information resources to research issues in marketing management. Write clearly and concisely about marketing management using proper writing mechanics. Grading for this assignment will be based on answer quality, logic / organization of the paper, and language and writing skills, using the following rubric. Points: 200 Criteria 1. Develop a branding strategy for your product that covers the brand name, logo, slogan, and at least one (1) brand extension. Weight: 15% 2. Assemble a marketing strategy for your product, and determine an appropriate time table to implement your plan). Provide a rationale for your response. Weight: 15% Assignment 2: Part B: Your Marketing Plan Unacceptable Below 70% F Did not submit or incompletely developed a branding strategy for your product that covers the brand name, logo, slogan, and at least one (1) brand extension. Did not submit or incompletely assembled a marketing strategy for your product, and did not submit or incompletely determined an appropriate time table to implement your plan). Did not submit or Fair 70-79% C Partially developed a branding strategy for your product that covers the brand name, logo, slogan, and at least one (1) brand extension. Partially assembled a marketing strategy for your product, and partially determined an appropriate time table to implement your plan). Partially provided a rationale for your response. Proficient 80-89% B Satisfactorily developed a branding strategy for your product that covers the brand name, logo, slogan, and at least one (1) brand extension. Satisfactorily assembled a marketing strategy for your product, and satisfactorily determined an appropriate time table to implement your plan). Satisfactorily provided a rationale for Exemplary 90-100% A Thoroughly developed a branding strategy for your product that covers the brand name, logo, slogan, and at least one (1) brand extension. Thoroughly assembled a marketing strategy for your product, and thoroughly determined an appropriate time table to implement your plan). Thoroughly provided a rationale for MKT 500 – Assignments and Rubrics 3. Prepare a positioning statement. Include a perceptual map that shows your company’s position against its competitors. From this map, create a statement that depicts your position. Weight: 15% 4. Examine the relevant consumer behavior for your target market. Explain the main reasons why the brand name, logo, slogan, brand extension, as well as the positioning statement and marketing strategy are right for the identified target market. Weight: 15% incompletely provided a rationale for your response. Did not submit or incompletely prepared a positioning statement. Did not submit or incompletely included a perceptual map that shows your company’s position against its competitors. From this map, did not submit or incompletely created a statement that depicts your position. Did not submit or incompletely examined the relevant consumer behavior for your target market. Did not submit or incompletely explained the main reasons why the brand name, logo, slogan, brand extension, as well as the positioning statement and marketing strategy are right for the identified target market. your response. your response. Partially prepared a positioning statement. Partially included a perceptual map that shows your company’s position against its competitors. From this map, partially created a statement that depicts your position. Satisfactorily prepared a positioning statement. Satisfactorily included a perceptual map that shows your company’s position against its competitors. From this map, satisfactorily created a statement that depicts your position. Thoroughly prepared a positioning statement. Thoroughly included a perceptual map that shows your company’s position against its competitors. From this map, thoroughly created a statement that depicts your position. Partially examined the relevant consumer behavior for your target market. Partially explained the main reasons why the brand name, logo, slogan, brand extension, as well as the positioning statement and marketing strategy are right for the identified target market. Satisfactorily examined the relevant consumer behavior for your target market. Satisfactorily explained the main reasons why the brand name, logo, slogan, brand extension, as well as the positioning statement and marketing strategy are right for the identified target market. Thoroughly examined the relevant consumer behavior for your target market. Thoroughly explained the main reasons why the brand name, logo, slogan, brand extension, as well as the positioning statement and marketing strategy are right for the identified target market. MKT 500 – Assignments and Rubrics 5. Develop your company’s mission statement and company introduction. Weight: 15% 6. 3 references Weight: 5% 7. Writing Mechanics, Grammar, and Formatting Weight: 5% Did not submit or incompletely developed your company’s mission statement and company introduction. No references provided. Satisfactorily developed your company’s mission statement and company introduction. Thoroughly developed your company’s mission statement and company introduction. Does not meet the required number of references; some or all references poor quality choices. Partially free of errors in grammar, spelling, punctuation, or formatting. In-text citations and references are provided, but they are only partially formatted correctly in APA style. Meets number of required references; all references high quality choices. Exceeds number of required references; all references high quality choices. Error free or almost error free grammar, spelling, punctuation, or formatting. In-text citations and references are error free or almost error free and consistently formatted correctly in APA style. Information is provided in a clear, coherent, and consistent manner with reasons and 9. Information Literacy / Integration of Sources Weight: 5% Serious errors in the integration of sources, such as intentional or accidental plagiarism, or failure to use intext citations. Sources are partially integrated using effective techniques of quoting, paraphrasing, and summarizing. Mostly free of errors in grammar, spelling, punctuation, or formatting. Most in-text citations and references are provided, and they are generally formatted correctly in APA style. Sources are mostly integrated using effective techniques of quoting, paraphrasing, and summarizing. 10. Clarity and Coherence of Writing Weight: 5% Information is confusing to the reader and fails to include reasons and evidence that Information is partially clear with minimal reasons and evidence that logically Information is mostly clear and generally supported with reasons and evidence that 8. Appropriate use of APA in-text citations and reference section Weight: 5% Serious and persistent errors in grammar, spelling, punctuation, or formatting. Lack of in-text citations and / or lack of reference section. Partially developed your company’s mission statement and company introduction. Sources are consistently integrated using effective techniques of quoting, paraphrasing, and summarizing. MKT 500 – Assignments and Rubrics logically support ideas support ideas logically support ideas evidence that logically support ideas MKT 500 – Assignments and Rubrics Marketing Plan 1 Week ? Assignment(Change the Assignment # to the Week you are submitting, so we can keep the different versions straight...delete this in the parenthesis) Your Company Name: Marketing Plan Your Name Date Your Degree Program Partial Fulfillment in the Requirements for MKT 500 Strayer University Marketing Plan 2 Your Company Name: Marketing Plan Branding Strategy (Thoroughly develop a branding strategy for your product / service that covers the brand name, logo, slogan, and at least one (1) brand extension.) Simply highlight and retype over this information. Brand Name Enter your Brand Name Here, discuss why you chose this brand name, how it will align to your target market and your product. Brand Logo Enter your logo here ( it does not need to be very large), discuss why you chose this brand logo, how it will align to your target market and your product. Slogan Enter your slogan here, discuss why you chose this slogan, how it will align to your target market and your product. Brand Extension Enter your Brand Extension here, discuss why you chose this brand extension, how it will align to your target market and your product and why you chose it. Overall Strategy Enter your overall strategy including all of the previous headings in this section. Marketing Strategy (Thoroughly assemble a marketing strategy for your product, and thoroughly determined an appropriate time table to implement your plan). Thoroughly provided a rationale for your response..) Simply highlight and retype over this information. Marketing Plan 3 Positioning Statement (Thoroughly prepared a positioning statement. Thoroughly included a perceptual map that shows your company’s position against its competitors. From this map, thoroughly created a statement that depicts your position.) Simply highlight and retype over this information. Positioning Statement Enter your Positioning Statement here and discuss why you chose this statement, how it aligns to your target market, how it aligns to your business, why you chose it, etc. Perceptual Map Enter your Perceptual Map here. Look in your textbook at Chapter 15, there are numerous examples. Customer Behavior (Thoroughly examine the relevant consumer behavior for your target market. Thoroughly explain the main reasons why the brand name, logo, slogan, brand extension, as well as the positioning statement and marketing strategy are right for the identified target market.) You do not have to hit TAB or ENTER to space over, the template is set for you. Simply highlight and retype over this information. Company Introduction and Mission Statement (Thoroughly develop your company’s mission statement and company introduction) Simply highlight and retype over this information. Company Introduction Enter your Company Introduction here, discuss why you chose it and how it will help your business. Mission Statement Marketing Plan 4 Enter your Mission Statement here, discuss why you chose it and how it will help your business. Conclusion (Enter your conclusion here.) You do not have to hit TAB or ENTER to space over, the template is set. Simply highlight and retype over this information. Marketing Plan 5 References (Enter your references here.) You do not have to worry about spacing the second line over to be in accordance of APA, because as you can see, the format is set in the template. Hit enter after this line of text and enter your references, then go back and delete this text. You are required to have a minimum of 4 references for each time you submit the paper, totally in a minimum of 3 references. However, if you look at the rubric, to gain maximum points for the references section, you must include more than the minimum for each week. Note: Wikipedia and other Websites do not quality as academic resources.
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