MARKETING MANAGEMENT MARKETING PLAN ASSIGNMENT GUIDELINES (Final copy due during Class 12) I.

PROPOSAL - Due Class #3. Include the following information in your proposal: A. Name and description of company/organization for which marketing plan is being developed. B. Description of product, service, SBU, for which you will develop a marketing plan. C. Objectives of the marketing plan for the organization (i.e., what should your plan do for them?) D. List of specific background information needed to complete the plan (i.e., questions to be answered to complete each section). E. List of possible information sources to answer each question listed in (D). (A detailed list at this point will expedite the search process.) Include actual names of publications, web sites, company sources, etc. -- not just broad databases such as "Internet," "Lexis/Nexis," "ProQuest," Hoovers, etc. -- although these databases are where many specific publications, etc. will be found. Note that you will probably use both primary sources (information gathered first hand for this marketing plan, including interviews, surveys, etc.), and secondary sources (information gathered for some other purpose, generally found in publications, existing databases, company records, etc.). F. List of activities/tasks necessary to complete the marketing plan. G. Estimated timetable for completion of all activities identified above. (This can be set up on a weekly basis through presentation of final plan in the last week of classes.) TENTATIVE OUTLINE - Due no later than Class #5. Submit a tentative working outline for completed marketing plan, including all major headings and subheadings, along with a brief description of the specific topics to be included in each section. This should be a detailed outline of topics relative to YOUR target company, product, market, etc. not just a rehash of the generic topics in the recommended outline. III. TABLE OF CONTENTS FOR COMPLETED MARKETING PLAN Please see the recommended outline for completed marketing plans on the next page. Recall that a marketing plan should answer three basic questions: 1. Where are we now? (situation analysis) 2. Where do we want to be? (financial and marketing objectives) 3. How will we get there? (strategies and tactics; action plan) Although each marketing plan will be unique, the following outline provides a general guideline for content and length. Page numbers are not absolutes! Length should be determined by the nature and quality of content needed. Appendices/exhibits may be attached if needed for further explanation or clarification. With judicious editing, a basic marketing plan can be presented in 20-30 pages total. This can include some detailed outlining, and indications of further issues to be addressed at a later time i.e., next steps. Emphasis is on an understanding of how to develop an effective marketing plan. This means that all necessary components should be acknowledged, even if beyond the scope of the term project. OVER ------------------ >

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CONTENTS OF MARKETING PLAN A. B. C. D. E. Title page Executive summary (2-3 page "abstract" of complete marketing plan) Table of contents with page numbers Introduction: Brief background information, issues, and purpose of the plan (1 page) Situational analysis (including macro- and micro-environments; SWOT analysis) Focus on most relevant information. 1. Length will vary due to uniqueness of each plan. For example, if emphasis is on tactical action plan, the situation analysis section may be edited to 3-4 pages. If the situation analysis is major part of the marketing plan (e.g., feasibility study), then section may be 6-8 pages. Suggestion: use business format, summary tables, exhibits, and/or appendices as needed to present information effectively. 2. Create a checklist of factors to consider when conducting the situation analysis. (See text for suggestions related to a marketing audit.) Choose those areas of analysis that are most relevant. In general, consider the nature of the product/service/idea that you are marketing, the competitive environment, and customer markets (final consumers, industrial, institutional, etc.), company resources, and other relevant external and internal environmental forces. 3. Include headings and subheadings for each major section of the situational analysis. Objectives (measurable) to be achieved by marketing plan 1. Marketing objectives 2. Financial objectives 3. Include pro formas as appropriate Marketing strategies: broad statement of broad overall strategy to achieve marketing and financial objectives listed in (F). Action (tactical) plan: 10-12 pages if emphasis is on action plan; 6-8 pages if emphasis is on situational analysis (such as that used for a feasibility study for a new venture, as noted in Section E1). Include supporting exhibits of details such as media campaign examples (and rate cards), pricing strategy with breakeven or other financial analysis, etc., product specifications, or other tactical information. The quality of this section will be weighted heavily in final grade for marketing plan. 1. Target market(s) to be reached by action plan 2. Marketing mix (can be adapted to goods or service) a. good/service b. price c. distribution/location d. promotion (all pertinent tools in the integrated communications mix (IMC)) 3. Proposed (realistic!) marketing budget for implementation of marketing plan). Include details, such as media costs, etc. Implementation, control, and evaluation (2-3 pages) 1. Schedule/chart/timeline of execution of each element of action plan 2. Responsibility for each task (who will do it?) 3. Methods for measuring actual performance vs. planned objectives (illustrate) Brief summary of tactical plan and conclusions (1 page) Appendices/Exhibits References (use complete citations, and indicate in text where each is used)

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G. A.

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J. K. L.