Wk 1 – Apply: Assessment Prep: Business Selection
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Assignment Content
In this course, you will develop a strategic marketing plan for a selected business that you will use throughout this course. To do so, the assignments and summative assessments in this course build on each other, and you will develop your strategic marketing plan in sections. Please do not integrate previously used content from other courses or assessments outside of this course.
Review the Strategic Marketing Plan Template to get an understanding of the type of information you will need throughout this course.
Select 1 well-known business you would like to research and use as the basis for developing a marketing campaign. Refer to the following resources, as needed, for assistance selecting a business and locating information about it:
· Marketing professional organizations, such as 4 A’s website or American Marketing Association website
·Get Started with Marketing Research page on the University Library website
· Business databases on the Week 1 University Library
Consider the following during your business selection process:
· The business you select will be used throughout the weekly assignments and summative assessments in this course.
· It will be to your benefit to select a business whose information is easily accessible. While you will base your plan on the actual business, there may be parts of this assignment that will require you to use your knowledge and resources to make an informed plan.
Develop a 350- to 700-word outline for your selected business in which you include the following information that you will use to complete portions of your Week 2 summative assessment:
· Mission statement
· Vision statement
· Product line description
· Business information, such as the size of the business
· Current target markets
· Current marketing tactics
Cite sources to support your outline.
Format citations and references according to APA guidelines.
Submit your outline.
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Wk 2 – Apply: Summative Assessment: Part A: Strategic Marketing Plan
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Exam Content
This summative assessment is the start of inputting information into the Strategic Marketing Plan Template. You will complete portions of this template in Weeks 2, 4, and 6, and prepare for sections of it throughout this course.
The first part of developing a strategic marketing plan is analyzing the forces that affect the business’s marketing efforts.
Access the Strategic Marketing Plan Template and complete Wk 2 – Part A: Environmental Analysis and SWOT Analysis in it. You will complete the rest of this document later in this course.
Submit your completed Wk 2 – Part A: Environmental Analysis and SWOT Analysis section of the Strategic Marketing Plan Template.
Wk 4 – Apply: Summative Assessment: Part B: Strategic Marketing Plan
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Exam Content
This week you continue your strategic marketing plan for your selected business. The data analysis part of the plan is about analyzing the marketing data that’s available, including internal, secondary, primary, and customer relationship management (CRM) data. You will also need to identify sources for each type of data.
Access the Strategic Marketing Plan Template that you submitted in Week 2 that contains your completed information for Part A.
Review the feedback you received from your faculty member on your Wk 2 – Apply: Summative Assessment: Part A: Strategic Marketing Plan assignment and incorporate the feedback into the next part of your strategic marketing plan.
Complete Part B: Marketing Data Analysis of the Strategic Marketing Plan Template in the same document that contains your completed Part A. You will complete Part C later in this course.
Submit your Strategic Marketing Plan Template that contains completed information for Part B and revised information for Part A.
Rubric Details FOR WEEK 4
1. Internal Data: Evaluate internal sources of information available inside the organization and what information will be received from each source. 20% of total grade
2. Primary Data: Evaluate primary data needs to create and evaluate the marketing plan. 20% of total grade
3. Secondary Data: Evaluate secondary data sources and the specific information needed from each source. 20% of total grade
4. Customer Relationship Management: Establish customer touchpoints and develop appropriate CRM measures for customer acquisition, retention, and profitability. 35% of total grade
5. Digital Fluency: Digital tool literacy 5% of total grade
Wk 5 – Apply: Assessment Prep: Communication Channel Selection
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Marketing communications channels, whether traditional or online, are used to attract buyers and increase customer loyalty. Different channels are used for different reasons, such as for reaching specific demographics or for their functionality. Marketing teams must analyze various communication channels to determine the best fit for their product or service. Within the marketing plan, teams must identify the channels that can be used to convey key messages.
Using your selected business from the previous assessments, create an outline in which you:
· Select and identify at least 5 marketing communication channels that could be used to reach selected audiences that area fit for your selected business. These should include online and traditional communication channels to convey key messages.
· Determine the advantages and disadvantages of each selection.
Note: This outline will be used within the Wk 6 – Apply: Summative Assessment: Part C: Strategic Marketing Plan.
Cite sources to support your assignment.
Format your citations and references according to APA guidelines.
Submit your outline.
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Wk 6 – Apply: Summative Assessment: Part C: Strategic Marketing Plan
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This week you will complete your strategic marketing plan for your selected business by identifying customer segments, developing an implementation plan, evaluating communication channels, and determining metrics. You will submit all 3 parts of your strategic marketing plan you have worked on in this course in 1 document.
Access the Strategic Marketing Plan Template that you submitted in Week 4 that contains your completed information for Parts A and B.
Review your faculty member’s feedback on your Wk 4 – Apply: Summative Assessment: Part B: Strategic Marketing Plan assignment and incorporate feedback into your plan.
Complete Wk 6 – Part C: Market Strategy, Marketing Channels, Implementation, and Monitoring of the Strategic Marketing Plan in the same document that contains your completed Parts A and B.
Submit your Strategic Marketing Plan Template that contains completed information for Parts A, B, and C. Bottom of Form
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