Theory, Practice, and Research Analyze Benner's novice to expert theory. Your analysis should include the following:Description of the theory's background and influencing factors, including worldviewExplanation of the underlying assumptionsEvaluation of major strengths and weaknessesApplication strategies for clinical practiceCitation of case example from personal or professional life that describe the application in practiceCite a minimum of three sources in-text and include a page or slide with APA-formatted references, depending on how you format your assignment.Format your assignment as one of the following:15- to 20-slide presentation with detailed speaker notes, provide a Word document with the speaker's notes for submission to the plagiarism tool.1,050- to 1225-word paperRemember: Title slide/page and reference list/slide do not count toward slide or word count requirement.

Required information from the Marketing Plan 3 located below (Number of minimum slides 10).Marketing Mix (Four Ps)Product StrategyBriefly describe your product or service. Where is it in the product life cycle? What recommendations do you have for improving the offering to fit your target market's needs? Be sure to consider:What level of quality and consistency does the offering have?How many features does it have and can they be removed or added?How well does your product or service deliver what the customer values? How can it improve?What improvements would help your offering compete more effectively?Pricing StrategyHow is your product or service priced today? How does this compare to competitors, assuming competitors are at or near break-even point with their pricing? Analyze pricing alternatives and make recommendations about pricing going forward based on the following:How sensitive are your customers to changes in price?What revenue you need to break even and achieve profitability?What does the price says about your product in terms of value, quality, prestige, etc.?Place: Distribution StrategyWhat is your current distribution strategy? What missed opportunities or disconnects are you seeing in this distribution approach? Make recommendations about your future distribution strategy based on the following:What are the best distribution channels and methods for you to use, and why?Will you have a retail outlet and if so, where will it be located?In what geographic area(s) will your product/service be available?Promotion: Integrated Marketing Communications StrategyUse the template below to lay out your design for a marketing campaign aimed at your target segment.ApproachHow will you achieve your goal? What promotional or engagement strategies will you use? Think creatively about campaigns you've seen for companies or brands that have caught your attention, and how your campaign will make an impact on your target audience. Will your campaign influence? Engage? Educate? Nurture? Build awareness? Etc.Example: Use email marketing, social media and a sales promotion (prize drawing at conference) to encourage veteran attendees to post online about their experiences and plans for attending the user conference using the event hashtag. Use these testimonials to amplify dialogue about the conference (via social media), build awareness (via email marketing, Web site and targeted digital advertising) and convince peers they should attend.GoalIn consideration of the of your previous analysis, you need to identify at least one goal for the campaign.Describe the target segment for your campaign.What is the goal you want to achieve with the campaign?What is your call to action?Make sure your goal is S.M.A.R.T. (specific, measurable, attainable, realistic, and timed.)Example:Audience: HR professionals who are casual and power-users of Chumber systemsIncrease event registration by 20% by the start date of the annual user conference.Call to action: Register online today.MessagesIdentify the primary message for your campaign, 2-3 message pillars and proof points for each. Be sure to include a call to action that helps to achieve your goal. Remember that messages should align reinforce your positioning statement. Be sure to include a call to action that helps to achieve your goal.Example:Primary Message: The annual user conference provides phenomenal value for training, professional development, peer networking and learning how to get the most out of your investment.Message Pillar: This conference welcomes you into a dynamic, well-connected and highly competent professional community.Proof Point: Veteran attendees return year after year because it is recharges their skills, knowledge and professional networks.Call to Action: Register online today.Promotional Mix and IMC ToolsIdentify the key marketing communication methods and specific IMC tools you will use in your marketing campaign. How will you use each of these tools? Look for ways different methods and tools can build on each other: advertising, direct marketing, public relations, digital marketing, guerrilla marketing, personal selling, sales promotion.Example:Digital MarketingWeb site: Add testimonials from prior attendees, event hashtag, rolling hashtag Tweets box, social media buttons to make registration easy to share via social mediaDirect MarketingEmail marketing: Reach out to prior year's attendees who are already registered. Ask them to post about plans to attend upcoming conference. Conduct email campaign with target audience list to generate awareness, interest, desire to attend conference.Sales Promotion + Digital MarketingContest/giveaway: Offer giveaway where Facebook, Twitter and LinkedIn posts trigger entries in a "conference evangelist" contest/giveaway to take place at conference opening session, one entry per social media tool per daySales AlignmentAt what point(s) in the sales process (or sales funnel) does this campaign operate? Sales process stages are: 1) generate leads; 2) build relationships/discover needs; 3) present solution/resolve concerns; 4) close the sale; 5) monitor and follow up. How does your campaign support sales activity?Measurement (KPIs—Key Performance Indicators)How will you measure the success of the campaign? Select 3-6 KPIs (key performance indicators) that you will measure. Briefly explain why each KPI you select will be a good indicator of whether your campaign is successful.Examples of KPIs:Total sales/revenueNew/incremental salesNumber of qualified leads generatedNet Promoter ScoreWeb site unique visitorsNumber of registrations/sign-upsImpressions – views of contentCTR – click through rateEngagement – comments, likes, shares, pageviews, video viewsFollowers – social media (Facebook, Twitter, LinkedIn, YouTube)AwarenessEtc.BudgetBudget: List marketing budget and resources required to execute your marketing campaign, and estimate what it will cost. Include items such as labor, materials and other expenses such as: print materials, online media tools or development, public relations services, design services, content development services, space or equipment rental, etc. Also, estimate the increased sales or revenue the campaign will generate for the company.ItemPurposeCost EstimateExample: White paper authored by technical writerLay out business case for why recruiting managers need an easier tool for vetting resumes and reference checking in the technology industry$500.00Item #1Item #2Item #3Item #4Add additional rows as needed.Estimated campaign impact: [insert]Action PlanOutline the specific activities you must complete in order to execute your marketing campaign. Each element of your integrated marketing communications plan should be listed as a separate activity. List actions in the order they need to take place for the plan to be successful: first things first, later steps last. Follow-up activities and evaluation of campaign effectiveness also should be captured in this action plan. For the purposes of setting due dates in this action plan, you should assume you must complete the marketing campaign within 3–12 months.TimingActivity TypeBrief DescriptionAudienceOwnerToday's DateExample:Web site UpdateAdd new key messages that fit repositioning strategy and audience focusTech company hiring managersJim HillDateDateDateDateDateLaunch DateAdd additional rows as needed.Risk FactorsContingency plans and risk management: You should consider the possible risks to your business and make contingency plans to address them. You note some possible risks under the "weakness" and "threats" sections of your SWOT analysis. Identify steps you can take to either reduce risks or work around them if they occur.Executive SummaryDo this section last. This short summary should provide a holistic overview of your marketing plan. All of this information is covered in more detail in the rest of the marketing plan. For the Executive Summary, provide a clear, concise overview of the following points:Company DescriptionBriefly description the organization and offerings (products and/or services) your marketing plan focuses on, and the problem(s) they solve.Target SegmentIdentify and briefly describe your target segment.Competitive AdvantageExplain your organization's competitive advantage.Positioning StatementProvide the positioning statement your marketing plan will apply.Marketing Plan ObjectivesList the objectives of marketing plan: What will it accomplish? Be as specific as possible: anticipated increase in sales, profits, market share, etc.