Capstone Unit 4 Kaplan University
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Business Finance
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Unit 4
[MT499: Bachelor’s Capstone in Management]
Assignment Details and Rubric
Marketing Assignment
This is a two part written project that will focus on the marketing aspects of your start up business.
Please submit as one written assignment.
Part 1: Marketing Strategy
In three to four pages, address the following areas:
• Please describe the marketing strategy and then explain how you plan to use marketing
strategies to promote your business.
• Include the necessary marketing research you either have done for your business or are
planning to conduct. The costs of these items/activities should also be itemized and
included in this section of the proposal.
• Include ongoing costs as well as one-time fees.
Part 2: Marketing Plan
In five to six pages, address the following areas:
Create a marketing plan for your business. This can be an e- marketing, traditional
marketing plan, or a combination of both.
Discuss the benefits of market research.
Include a SWOT analysis and explain the four Ps of the marketing mix in your marketing
plan.
When you are ready, you may submit your paper to the Assignment Dropbox. *Note, include your
name in the file name of the Assignment.
Unit 4
[MT499: Bachelor’s Capstone in Management]
Grading Rubric
Aspect
Percentage
of
assignment
Content,
Focus,
Use of
Research
50%
Paper addresses all assignment requirements, indicates depth of
knowledge about the topics and key areas, contains a clear and
concise introduction with a thesis statement, comprehension
body of paper, closing summary, and includes a minimum of
three cited and referenced resources (APA 6th edition).
Analysis
and
Critical
Thinking
30%
Analysis and critical thinking indicates optimal reasoning with a
defined purpose, based on assumptions, writer’s point of view,
discusses the advantages and disadvantages, and uses data,
information, and concepts/ideas to address the assignment topics
or key areas in the paper.
Writing
20%
Style,
Grammar,
APA
Format
The capstone uses the APA (6th edition) writing style using active
voice, which is in third person and concisely written. The paper is
free from incorrect punctuation, use of jargon/clichés, incorrect
grammar and mechanics, and is correctly formatted based on
APA 6th edition guidelines.
Total
Points
100%
Score
MT499 Assignment Criteria
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