This project is intended to be the major culminating written project of the semester and encompasses the entire semester’s course content and learning objectives.
I. Integrative Marketing Course Project
Every student is expected to complete a comprehensive Integrative Marketing Course Project by the end of the course. In the past, I offered one option. Now I offer several. Please see the FOUR options!
Project Option #1: Writing a Strategic Marketing Plan for Proposed New Product or Service, Your Company, or a Strategic Business Unit of a Company
Write a marketing plan for a proposed product or service, your organization, or a strategic unit of an organization. Be sure to showcase your ability to construct a detailed strategic marketing plan using a template from the textbook or any other marketing plan template that is shared with you that is appropriate. The marketing plan should contain a mission statement, a vision statement with outlined core values, the stated value proposition as a positioning statement, identified target markets with brief descriptions provided (Kotlers 7Os Consumer Analysis Framework would work here), a SWOT and Industry Analysis, prioritized marketing objectives, a review of the marketing mix, and other related sections and marketing frameworks you deem appropriate.
If you write a marketing plan for a new or existing business or not-for-profit organization, please consider using one of the following two marketing plan templates:
