MKT 3301-20.01.01-3A25-S1, Principles of Marketing
Unit VII Assignment
Marketing Plan: Part II
In this unit, you will continue to build upon your marketing plan for an existing company
and a product or service of your choice. For Part II, make certain to include the sections
listed below in your marketing plan.
Corporate Social Responsibility, Sustainability, and Ethics Strategy
For this section, explain any governance policies that you will use to be socially
responsible and ethical. Identify any aspects of your business model that will create
more sustainable operations (with a focus on bettering people, the planet, or profits).
Segmenting, Targeting, Positioning, and Differentiation
Identify the specific segmentation strategies that you will use. Identify your target
markets. Incorporate the use of specific demographics and data in your research.
Marketing Strategy
In this section, use the four Ps of marketing to specifically explain your product, price,
promotion, and place (or distribution) strategies. Identify any specific competitive
advantages that you have for each P that you are using.
Positioning
How do you want your customers to perceive your product or service? What benefits
will you offer? What is your sales strategy? Explain whether you will focus on business-
to-business (B2B) or business-to-consumer (B2C) markets.
Branding Strategy
What is the branding strategy for your organization? What is the purpose of your b
rand? How will you differentiate yourself from domestic and/or international
competitors?
Technology and Social Media
Identify any tools that you will use in your promotions, marketing, or advertising. List any
tools that you will use for customer relationship management and identify specific social
media tools that will be used.
Implementation Plan
Identify tactics and strategies that you will use to implement your marketing plan. Tactics
are short-term, and strategies are long-term. Identify specific dates that you will achieve
certain action items. Include a chart or graph that disseminates this information in a
linear fashion.
Evaluation and Control
How will you evaluate the effectiveness of your marketing plan? How will you follow up
with customers? Will you use surveys to track satisfaction, and will you take future
actions that are based on customer recommendations?
Conclusion
Include any final thoughts or recommendations that might be pertinent to your marketing
plan.
Executive Summary
This section of your marketing plan will capture your key proposal, recommendations,
and projected outcomes of the plan. Summarize the key components of your marketing
plan in this section.
Your completed plan must be four pages in length. All sources used must be
referenced; paraphrased and quoted material must have accompanying citations. You
must use at least three references, including one source from the CSU Online Library.
Sources must be cited and referenced in APA Style.
