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:
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•
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:
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•
•
•
•
•
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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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