Foundations Of Management

Individual Project: Details and Guidelines

Marketing Plan for Product/Service

In this course you will complete an Individual Project consisting of a marketing plan for a product/service of your choice. This product/service can be an existing one or something you would like to bring to market. For example, you could choose to do a plan for your favorite chewing gum, sneaker or car. Intangible examples would be a phone app, life insurance, and a customer service call center. You can also do a plan for a technology that does not exist, for example, time travel or dream recording.

This is not a research project where you report on what a company has already done in terms of a marketing plan. This is a project where you assume the lead role as the marketing manager and put forth a marketing plan for that product/service.

This project should be in a presentation format. A slide deck presentation of 20-30 slides in length is the most common format. A verbal narration of approximately 2,000 words (approximately 30 minutes in length) should accompany the presentation. You may choose to use an audio or video file to narrate the presentation. Try utilizing a site such as VoiceThread, YouTube, SlideShare, ScreenCast-O-Matic, Google Docs, VisMe, etc. for posting the links to your Individual Project in this forum to share with your classmates and so the instructor can issue your grade. Please submit an active link in the assignment box in MyCC. The instructor cannot issue the project grade in the Forum format.

There are multiple resources for marketing plans. Several URLs have been provided in the Bookmark section of MyCC as well as a WORD document in Handouts. It is important to note that a standard formatted template is NOT provided for your Individual Project. This is to encourage creativity in how you present the marketing plan. Please bear in mind that a marketing plan is NOT a full business plan. We don’t need to know about venture capital, profit and loss statements or balance sheets or who the management team is. A marketing plan must be persuasive and demonstrate how you will encourage a Potential Pool of Customers to inquire or buy your product/service. (that is your #1 mission as a marketing manager).

It is also important to realize that the marketing plans you review might not apply entirely to your product/service. Edit accordingly. The use of graphics, charts, and photos is encouraged as they help tell your story. Demographic and Psychographic data is interesting. How you will allocate your media budget on a percentage basis is effective information. Examples of your advertising and promotion are a must-have. This is the section where you should challenge yourself to be as creative as possible. Make a radio ad, a video commercial, a sample brochure, or promotional piece, etc.

The standards for the presentation are:

o Length: 20-30 slides

o Verbal narration of approximately 2,000 words (approximately 30 minutes in length)

o Mechanics: well written in terms of use of language, clarity, brevity, mechanics (spelling and grammar); passes the spell check.

The presentation should follow APA (6th or latest edition) formatting.

(See the following page for an example table of contents)