BACKGROUND
Your final project for this course is to prepare a Marketing
Strategy. The goal for the Team Marketing Strategy Project is to create a marketing strategy for a fictional national product or service. You will be assigned to a team at the beginning of the course and each team will be given a group page in Canvas to communicate and organize their team project files. Each team will create a concept for a new product/service along with an associated marketing strategy. Each team will submit their marketing strategy to their peers for review at the end of the semester. Note: Your team marketing strategy project should not consist of services for college students. Expand your horizons far beyond the college environment. Some examples of products/services include: consumer manufactured products, business services, web applications, software, new automobile technologies, consumer convenience services, product delivery services, and food products, etc.
PROMPT
Each marketing strategy should include the following components. The number of slides for each component should not exceed the number indicated in parentheses. These slides should be designed and written as if you will actually be presenting the deck live and include comprehensive Speaker Notes detailing key points. Do not change the order of the slides.
Task:
Marketing Objectives (2-3 slides): Define specific goals in terms of sales revenue, units and market share. Confirm market share for what product market. Provide a simple bar chart with year over year projections for five years. Summarize justification for objectives.
Please adhere to the following format criteria for the Final Team Marketing Strategy:
Create the strategy in Microsoft PowerPoint.
Include a title page with team name, product name, first and last names of each team member, course title and date.
Do not include too much information onto each slide, but make sure the critical items and details are included. Each slide should be readable on the presentation screen to your audience. As you work on the plan, consider the question: What is the most important information to include on each slide?
Use color, graphics and artwork to enhance your slide content as appropriate.
Your Marketing Strategy should consist of a total of no more than 24 PowerPoint slides. Incorporate all feedback from the Draft Marketing Strategy in your Final Marketing Strategy. Include comprehensive Speaker Notes for all slides of your Final Marketing Plan to document your team’s process and how you arrived at each component of the strategy. Use APA formatting to cite any work used to support your strategy. You will submit your Final Marketing Plan via the Group Page in Blackboard to the instructor for grading.
Compose your work in a or x file type using a word processor (such as Microsoft Word, etc.) and save it frequently to your computer. For those assignments that are not written essays and require uploading images or PowerPoint slides, please follow uploading guidelines provided by your instructor.
Check your work and correct any spelling or grammatical errors. When you are ready to submit your work, click “Submit Assignment” in the upper right corner. Click on “Browse,” browse your computer, and select your file. Click “Open” and verify the correct file name has appeared next to the Browse button. Enter your comments, if any, in the Comments area. Click on “Submit Assignment.”
Evaluation
This assignment will be graded using the rubric displayed below. Please review this rubric prior to beginning your work. You can also access the rubric on the Course
Rubric
s page within the Start Here module. This assignment is worth 15% of your final course grade.
Rubric
M7A1 Milestone Rubric
M7A1 Milestone Rubric
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Criteria |
Ratings |
Pts |
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10 pts |
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20 pts |
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Total Points: 100 |
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10 pts
Level 4 Descriptor The executive summary concisely and clearly highlights from the entire strategy. The most important and relevant information is selected and described concisely and in detail to build a clear and complete picture of the marketing strategy. |
8 pts Level 3 Descriptor The executive summary is presented clearly. The highlights of the information or data from the entire strategy is described; however, it may include irrelevant details and/or insufficient details necessary to build a clear and complete picture of the marketing strategy. |
6 pts Level 2 Descriptor An executive summary is included. Not all necessary information is presented. The highlights of the information or data from the entire strategy is briefly described with vague references to the marketing strategy, but important details are vague or missing. |
0 pts Level 1 Descriptor There is no executive summary. |
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This criterion is linked to a Learning Outcome Marketing Objectives, Pricing Strategy, and Distribution |
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20 pts
Level 4 Descriptor Information about the specific goals in terms of sales revenue, units, and market share are described in detail, including an explanation of the pricing and distribution strategy, or an explanation of the type of transportation and storage methods. The proposed strategies are thoroughly laid out, and are relevant and specific to the product or service. The proposed strategies are supported with clear, thorough, appropriate, and evidence-based explanations and justifications relevant to the overall marketing strategy. |
18 pts Level 3 Descriptor Information about the specific goals in terms of sales revenue, units, and market share; explanation of the pricing and distribution strategy, or an explanation of the type of transportation and storage methods is clearly laid out, and is relevant and specific to the product or service, but some elements maybe missing. Information about the specific goals in terms of sales revenue, units, and market share are generally described, including an explanation of the pricing and distribution strategy, or an explanation of the type of transportation and storage methods are supported with appropriate and evidence-based explanations and justifications relevant to the overall marketing strategy, though more details are needed to fill in important gaps. |
16 pts Level 2 Descriptor Information about the specific goals in terms of sales revenue, units, and market share are briefly described, with important details vague or missing. More information is need on the explanation of the pricing and distribution strategy, or an explanation of the type of transportation and storage methods. |
0 pts
Level 1 Descriptor Information about the specific goals in terms of sales revenue, units, and market share; explanation of the pricing and distribution strategy, or an explanation of the type of transportation and storage methods are identified but hardly described, if at all. |
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This criterion is linked to a Learning Outcome
Promotion Strategies, Schedule, Budget, Marketing Objectives chart, and Pricing Strategy Chart |
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10 pts
Level 4 Descriptor A Promotion Schedule, Promotion Budget, Marketing Objectives chart or Pricing Strategy chart were created. The important and necessary information is included, and presented in an easy to follow and interpretive way. |
8 pts
Level 3 Descriptor A Promotion Schedule, Promotion Budget, Marketing Objectives chart or Pricing Strategy chart were created. Only important and necessary information is included, but it is presented in ways that may be difficult to decipher initially. |
6 pts
Level 2 Descriptor A Promotion Schedule, Promotion Budget chart, Marketing Objectives chart or Pricing Strategy chart were created but is not appropriate, and is confusing. |
0 pts
Level 1 Descriptor There is no Promotion Schedule, Promotion Budget chart, Marketing Objectives chart or Pricing Strategy chart created. |
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This criterion is linked to a Learning Outcome
Promotion Strategies, Schedule, and Budget |
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20 pts
Level 4 Descriptor Information about the proposed promotional strategies, timing or promotional mix and the method used to determine the budget is described in detail and are relevant and specific to the product or service. Information on the proposed promotional strategies, timing or promotional mix and the method used to determine the budget are supported with clear, thorough, appropriate, and evidence-based explanations and justifications relevant to the overall marketing strategy. |
18 pts
Level 3 Descriptor Information about the proposed promotional strategies, timing or promotional mix and the method used to determine the budget are briefly described, and are relevant and specific to the product or service, but some elements maybe missing. The proposed promotional strategies, timing or promotional mix and the method used to determine the budget are supported with appropriate and evidence-based explanations and justifications relevant to the overall marketing strategy, though more details are needed to fill in important gaps. |
16 pts
Level 2 Descriptor The proposed promotional strategies, timing or promotional mix and the method used to determine the budget are briefly described, with important details vague or missing. More information is need on the proposed promotional strategies, timing or promotional mix, and the method used to determine the budget are vaguely supported, with inaccurate justifications not necessarily relevant to the overall marketing strategy. |
0 pts
Level 1 Descriptor The promotional strategies, timing or promotional mix, or the method used to determine the budget are identified but hardly described, if at all. |
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This criterion is linked to a Learning Outcome
Presentation and Incorporation of Changes |
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20 pts
Level 4 Descriptor The first half of the marketing plan is accurate and complete, with feedback effectively integrated from previous milestones. The revisions have enhanced the marketing plan from the original draft. |
18 pts
Level 3 Descriptor The first half of the marketing plan is accurate and generally complete, though minor portions may be missing OR the attempt to integrate feedback from previous milestones did not effectively enhanced the marketing plan overall from the original draft. More details and clarity of concepts are needed to effectively enhance the plan. |
16 pts
Level 2 Descriptor The first half of the marketing plan is provided, with minor changes made based on the feedback from previous milestones, more extensive changes were expected based on the feedback. This reflects major misconceptions and/or incomplete understanding of the assignment and topic. |
0 pts
Level 1 Descriptor Little to no attempt was made to improve upon the plan based on prior feedback. |
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This criterion is linked to a Learning Outcome
Quality of Presentation |
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10 pts
Level 4 Descriptor The content of the presentation is well organized and easy to follow. The layout is professionally designed with a creative flair; font formats, theme, and color schemes are carefully selected; headings/subheadings are used properly, all of which make it easy for the audience to follow and identify key information. |
8 pts
Level 3 Descriptor The content of the presentation is clear and easy to follow once the organization of information was realized. These problems and errors, however, are not serious enough to distract the audience. The layout structure, fonts, theme, and color scheme are generally designed in a professional manner, making it easy for the audience to follow and identify key information. Some minor formatting errors are present, but are not serious enough to distract the reader. |
6 pts
Level 2 Descriptor The content of the presentation is difficult to follow. Although information is provided, it is unclear how the information is organized. The organization of material should be reconsidered, and more details should be added. The layout is not well-structured; fonts, themes, and color scheme selections are distracting; the use of heading/subheading is misleading. While the content is readable, it is difficult to follow and identify key information in the content. |
0 pts
Level 1 Descriptor The content of the presentation is incomplete and/or confusing; fonts are poorly formatted; themes and color schemes are poorly selected; improper use of heading/subheading, makes it very difficult to read the content. |
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This criterion is linked to a Learning Outcome
Writing Quality/APA Style |
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10 pts
Level 4 Descriptor The writing skillfully communicates the message(s) and the language flows seamlessly throughout; there are minimal problems with spelling, punctuation, and grammar; APA style guidelines are followed accurately. |
8 pts
Level 3 Descriptor There are few problems with organization, clarity or conventions that should have been fixed. APA style guidelines are followed, with only minor errors. Problems and errors are not serious enough to distract the viewer. |
6 pts
Level 2 Descriptor Numerous mechanical errors are distracting; and organization of ideas are lacking, but not enough to interfere with meaning. APA style guidelines are attempted, with major errors. |
0 pts
Level 1 Descriptor Frequent problems with organization, clarity and/or conventions make the presentation hard to read. APA style guidelines are not adhered to, which increases the risk of plagiarism |
