...MKT 500: Project Description and Scoring Guide Overview The final project for this course is the creation of a marketing plan for a product of service. You will propose a “fictional” consumer product or service you wish to bring to market. This final project is designed to walk you through such a task. The components of this project will be submitted in six separate milestones spread throughout the modules of the course. These milestones are the initial product idea (Module One), Part One (Module Two), Part Two (Module Four), Part Three (Module Seven), Part Four (Module Eight) and the full marketing plan (Module Nine). Main Elements of Final Product Marketing Plan Elements (Ten Sections) I. Product or Service Description Describe for the reader what it is that you wish to bring to market. If it is a product, describe the product, its functionality, and how it works. If it is a service, describe the service offering so that the reader understands what they would receive. It is suggested that you create a product or service on your own. Please do not attempt to write a marketing plan for Google or Aflac, as that is beyond the purview of this course. Your description should be complete, including: • Where your company is located • The problem your product/service solves – as seen by the target market (not you) – and to which the target market would say, “Yes, that is a problem and no one has solved it”? • The competitive...
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...marketing 337 principles of marketing ------------------------------------------------- spring 2012 ------------------------------------------------- Class: MKT 337 04840 Time: TTH 8:00-9:15 am Location: GSB 5.142A Professor: Jae-Eun Namkoong E-mail: jae-eun.namkoong@phd.mccombs.utexas.edu Office: CBA 5.334J Office Hours: TTH 9:30-10:30 Textbook and Articles (Both are Required) * Marketing, 10th Edition; by Kerin, Hartley, Berkowitz, and Rudelius; published by Irwin/McGraw Hill (ISBN = 978-0-07-352993-6). Do not try to get by with the 9th edition. A copy of the 10th edition is on reserve in the Perry-Castañeda Library. There is also the e-Textbook option (http://www.coursesmart.com/). * Articles for class discussions are available on Blackboard: http://courses.utexas.edu. Course Objectives This course is designed to introduce business students to the fundamental aspects of marketing: how firms discover and translate customers’ needs and wants into strategies for providing products and services. For students majoring in marketing, this course is intended to provide you with a foundation on which to build subsequent marketing courses and work experience. For students majoring in other business disciplines, this course is intended to help you understand the objectives of marketers with whom you will interact professionally. For all students, the course is intended to enhance your appreciation of the different marketing activities that...
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...Course Project: Creating the Marketing Plan Objectives | Introduction | Guidelines | Milestones | Grading Rubrics Objectives The Course Project gives students the opportunity to synthesize all of the concepts in the BUSN319 Marketing course by applying them to develop a comprehensive marketing plan for a new business, product, or service. Introduction Product innovation and marketing are the only enduring competitive advantages that companies can use to survive and thrive in the marketplace. In the next 7 weeks, you are going to participate in designing and writing a marketing plan for a business, product, or service of your choosing. Your active participation in this project, first, is essential to building your understanding of marketing; secondly, you can use a well-written marketing plan to show prospective employers a sample of your work. A marketing plan is a guide for the marketing activities of an organization for a specified period of time, typically about 5 years (note: usually 6 mo, one year). The plan can be used internally to guide the marketing activities or it can be used to communicate with external audiences to raise capital. There are important questions to keep in mind as you design the plan. 1. Is the marketing idea valid? 2. What is unique or distinctive about the product or service that separates it from substitutes and competitors? 3. Does a viable market exist for the product or service? 4. Are the financial projections...
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...PRINCIPLES OF MARKETING BA003IU 1. COURSE STAFF Lecturer: Nguyen Thi Hong An, MBA Room: A205 E-mail: nthan@hcmiu.edu.vn Consultation Hours: Anytime with an appointment All students are advised to make appointment in advance. 2. COURSE INFORMATION 2.1 Teaching times and Locations Lecture: Venue: 2.2 Units of Credit This course is worth 3 credits. 8am-11am Saturday L102 3. COURSE DESCRIPTION: Principles of Marketing is a course designed to introduce fundamental marketing concepts, theories and analytical tools to managers working in today's highly competitive and complex business environment. At the end of the semester, students should be able to identify and explain the important concepts in marketing. Moreover, students will also be prepared to study more advanced issues in marketing in the following semesters. The course covers a diverse range of marketing topics including marketing strategy and planning, the marketing environment and how to monitor it, consumer and organisational behaviour, marketing research, market segmentation and development of target markets, new product development, pricing, distribution, promotion and international marketing. 4. COURSE OBJECTIVES: On successful completion of this course, the student will be able to: • • Recognize the roles of marketing in business activities Understand basic marketing concepts such as customer behavior, segmentation, marketing research, marketing mix, etc and the principles used in developing marketing programs in...
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...Group Project Presentation – Scope of Work The Group Project, the Global Marketing Plan, is to provide students with the opportunity to develop marketing plans, which can reflect students’ deep understanding of a foreign country. The plans should also encompass any necessary decisions of Global marketing. Each group has to select a foreign country as the host market for a product / company. You are required to document the selected country’s culture which may be relevant to the product you select. Then, you will need to develop a marketing plan for its introduction or expansion in the host country. You will have to write the plan as a proposal by a Global Marketing Consultant to solicit a business. There is no definite outline and / or framework for the presentation, the essence will be ← Creativity of your idea(s) ← Focus of your plan(s) ← Differentiation of your strategy(ies) ← Attention-arresting presentation If deemed necessary, you can refer to the suggested scope of work for case presentation as follows: Each group should make use of the business theories, models and strategies learned so far (e.g. i. Hofstede Cultural Dimensions, ii. SRC, iii. different types of centrisms, iv. Porter’s 5 forces, v. SWOT analysis, vi. PEST(LE) analysis, vii. the notions of “serendipity”, “ubiquitous” & “synergy”, viii. different modes of entry ix. growth matrix, x. consolidation matrix &...
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...MKTG 201– Principles of Marketing Spring 2014 Instructor | Shoaib Ul-Haq | Room No. | 4th floor, 440, SDSB Building | Office Hours | By appointment | Email | shoaib.haq@lums.edu.pk (the preferred method of contact) | Telephone Extension | 5226 | Secretary/TA | Secretary: Ms. Nabeela | TA Office Hours | | Course URL (if any) | LMS | Course Basics | Credit Hours | 4 | Lecture(s) | Nbr of Lec(s) Per Week | 2 | Duration | 1 hour 50 minutes each | Recitation/Lab (per week) | Nbr of Lec(s) Per Week | N/A | Duration | N/A | Tutorial (per week) | Nbr of Lec(s) Per Week | N/A | Duration | N/A | Course Distribution | Core | | Elective | Yes | Open for Student Category | Seniors, Juniors, Sophomores, Freshmen | Close for Student Category | | Course Description | Marketing helps in meeting the local and global challenges facing different organizations throughout the world. This course introduces, to the students, the fundamentals of marketing such as key concepts, theories, and applications along with emerging marketing trends which are an integral part of managing profitable customer relationships and are essential to any successful organization. The goal of every marketer is to create more value for both internal and external customers. This course will enhance students’ knowledge and problem solving abilities towards Marketing related issues using customer-centric approach. | Course Prerequisite(s) | None | Course...
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...Art Institute of Las Vegas Course Syllabus Winter 07 RS121 Fundamentals of Marketing Every Week • Concepts Check for new chapter - BOC • Concepts Challenge for old chapter – after Break • Case at end of old chapter due BOC • EOC project due end of class Week 1 • Introduce Expectations • PowerPoint for Chapter 1 - Marketing: Managing Profitable Customer Relationships – in shared directory Zeus • Discussion Questions Customer Satisfaction o When have you, personally, been extremely satisfied or dissatisfied with a product? Why? o One half to three quarters page due EOC (End of class this week) • Concept Check – master in class at 100% • Company Case – Office Depot: Thank you for calling…. o Due BOC (Beginning of class next week) • Concept Challenge Chap 1 will be quiz next week after break • Concept Check Chap 2 will be BOC Week 2 – Martin Luther King Week 3 • Concept Challenge Chap 1 will be quiz after break • Concept Check Chap 2 will be BOC • Fellini’s La Note De Cabiria o Original Trailer – for Italian Audiences o Re-release Trailer – Repositioned as a masterpiece • PowerPoint for Chapter 2 - Company and Marketing Strategy: Partnering to Build Customer Relationships • EOC – Wizard of Oz as horror movie • BOC next week – Reposition ET as Horror Movie o Six Frames PowerPoint o Self Running ...
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...SECTION I PROMOTION CAMPAIGN GUIDELINES Objectives of the Project The general objectives of the project focus on providing an opportunity to design a comprehensive integrated marketing communications (IMC) plan, enabling you to achieve a keen awareness and understanding of the decisions, issues, and activities involved in developing such a plan. Specifically, the project is designed so you will: (1) achieve an understanding of the major elements comprising the marketing communications mix; (2) fully comprehend the meaning and relevance of integrated marketing communications; (3) appreciate the complexity of designing a complete IMC plan; (4) achieve a high proficiency in locating, understanding, and using information sources for marketing communications program design, execution, and measurement; and (5) enhance your ability to communicate logically and persuasively in spoken, written, and visual language. In short, the fundamental objective of the project is to learn how to create a first-rate integrated marketing communications plan. The IMC Plan An IMC plan is a blueprint of the complete marketing communications program for a brand. It is a formal document that evaluates the background of the brand and presents a set of guidelines and an action program for the advertising and promotions campaign. The planning model is shown in Chapter 1 in the text. The IMC plan for this project will be for the market specified by your instructor and will cover one calendar year. Formation...
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...sylabus Course: IP_357 Global Marketing Management System Online (GMSMO) International Business Program University of Economics, Prague October 12 – 15, 2011 Instructor: Dr. Basil J. Janavaras E-Mail: basilj@janavaras.com Web Sites http://www.gmmso3.com , http://www.janavaras.com Introduction This course utilizes web based software named GMMSO (Global Marketing Management System Online, http://www.gmmso3.com ) as the basis of instruction along with targeted lectures on international business strategic planning. GMMSO software is a global marketing/management research and strategic planning tool that will enable you to: • Conduct a company situation analysis in a global context • Identify countries with high market potential for the company’s product/service • Conduct and in-depth market/competitive analysis and select the best country market • Determine the best entry mode strategy and develop the marketing plan To this end, the course requires integration of knowledge from this and other courses and bridges the gap between theory and the real world of business. This module organizes learning around projects that involve students in problem-solving, decision making, and investigative activities. It provides students with the opportunity to work relatively autonomously and in groups culminating in the production of realistic reports that integrate managerial realism into the classroom. Users are provided with helpful tools such as step-by-step...
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...Discussion 1 How do the goals set for the marketing program in the planning phase relate to the evaluation phase of the strategic marketing process? What would you do with the results of the evaluation if: a) you exceeded your goals? b) you fell short of your goals? Discussion 2 Environmental scanning is critical to acquire information on events occurring outside of the organization. For example, in 2009, the U.S. economy faltered and the unemployment rate rose. As a result, dollar (type) stores flourished. The poor economic trend actually became a huge opportunity for an entire retail segment. Select one of the five environmental forces (social, economic, technological, competitive, and regulatory), discuss an actual trend that fits into that particular environmental force, and provide an accompanying marketing opportunity Devry BUSN319 Week 2 Discussion 1 & 2 Latest 2015 October Discussion 1 The purchase decision process can vary greatly in terms of the time required from the moment a need is perceived until the actual purchase event. Provide an example of an item that may require a long time, and another that may progress relatively quickly through the purchase decision process. What may be some common characteristics among items that have a longer time frame? Discussion 2 Visit the U.S. Census website. What information can you find on this site that will help you to estimate size of market for your marketing plan topic? By using the Internet to also research...
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...1 TCO 1 Recognizing Marketing Opportunity: Initiating the Marketing Process | Chapter 1: Creating Customer Relationships and Value Through Marketing Chapter 2: Developing Successful Marketing and Organizational StrategiesAppendix A Building an Effective Marketing PlanChapter 3: Scanning the Marketing Environment Chapter 4: Ethical and Social Responsibility in Marketing | Course Project—Topic Proposal Graded Discussion Topics | Week 2 TCOs 2, 5, 6, 7 Understanding Buyers and Markets | Chapter 5: Understanding Consumer Behavior Chapter 6: Understanding Organizations as Customers Chapter 7: Understanding and Reaching Global Consumers and Markets | Graded Discussion Topics Quiz | Week 3 TCOs 1, 5, 6 Target Marketing Opportunities | Chapter 8: Marketing Research: From Customer Insights to Actions Chapter 9: Market Segmentation, Targeting, and Positioning | Graded Discussion Topics | Week 4 TCOs 1, 3, 4, 6 Satisfying Marketing Opportunities: Products and Services | Chapter 10: Developing New Products and Services Chapter 11: Managing Successful Products, Services, and Brands Chapter 12: Services Marketing | Course Project—Draft Marketing Plan Graded Discussion Topics Quiz | Week 5 TCOs 2, 3, 5, 6, 7 Satisfying Marketing Opportunities: Pricing | Chapter 13: Building the Price Foundation Chapter 14: Arriving at the Final PriceAppendix B Financial Aspects of Marketing | Course Project—Price Strategy/Breakeven...
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...LECTURERS DATE: 05/08/2011 1.Project Executive Summary The overall project is focusing on a plan to design and launch the next generation mobile handset –Samsung Solid Extreme which will be called V2 as per clients needs. This project plan has aim and objectives to be achieved within the agreed project scope. The deliverables of this plan contains network diagram and Gantt chart to measure the project performances and on-going approaches. Moreover, in order to indentify and handle the risk involved within the project, this project will use risk register. Key areas of this project approach will be the stages in PBS, WBS and CBS where it will function as a framework of this project and affect the final outcome of this whole project. The ideal outcome of this project will be a successful launch of a new V2 design within the time, budget and scope limit. 2. Project overview Using the Client briefing document, this section will describe: • Project background and context, • Main requirements of the Project. Project Planning Inc. has been invited by an SME electronics design company , to tender for the commission to manage and launch its next generation mobile phone which is Samsung Solid Extreme Version 2 targeting the needs of the current market. The goal of the project is to successfully deploy the project plan with a view to indentifying market needs and overcoming the risks involved. 3. Project Specification 3.1 Project scope This is the process...
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...Eletromax Project Management By Name Instructor Institution Date of submission Eletromax Project Management Part 1 Importance of scope Statement to the Success of a project Given that the project plan is referred to as the foundation of a successful methodology of project management. Then many argue that scope statement of any given project is the breath of any successful methodology of project management. Scope statement is of great importance as it contains details relating to the project vision. It plays an important role of describing the goals of the project, keep a record of what a complete project will be like and finally the deliverables of the project. It is very unfortunate that most of the project stakeholders tend to pay little attention to the process of developing scope statement of a project in question. Another very alarming issue relating to scope statement is that, most of the project managers tend to be very dedicated in developing the scope statement of a project but rarely do they pay attention to the scope developed as they go about their duties of implementing the project plan. For the scope statement to be of great importance to the successful implementation of the project plan, the manager of the project needs to keep on referring to the scope statement so that he/she can ensure that the project implementation is in line with the initial vision and objectives (Edward 1975). The scope statement is used to define the project requirements...
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...and Code: MKT 248/1 – Introduction to Marketing 2. Day, Time, Semester: Thursday, 18:30, Fall 2010 3. Instructor: Gorjan Lazarov, EMBA, Katz Business School, University of Pittsburgh 4. Contact: E-mail: gorjan.lazarov@aauni.edu 5. Office hours: Thursday, 17:30 – 18:30 6. Prerequisites: MTH 111 7. Credits: 3 8. Workload For An Average Student (weekly): |Lecture |3 hours | |Homework | | |Project |3 hours | |Reading (quizzes and tests) |3 hours | |Other assignments |2 hours | 9. Course Description: This is an examination of the overall marketing system from the marketing decision-maker’s viewpoint. The course emphasizes product, price, promotion, and distribution as well as planning, research, and organization required to implement marketing concepts. We examine marketing of consumers and industrial products and services, profit and nonprofit marketing institutions, and public and private...
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...Business Administration School of Business and Economics MARK 34 ADVERTISING INTEGRATED MARKETING COMMUNICATIONS PLAN FORMAT Title Page: The following information should be included: Name of client and product Time period covered by campaign Course Number and Title Department/College/ University Name Professor's Name Name of your agency team Names of agency team members Date TABLE OF CONTENTS EXECUTIVE SUMMARY A cogent summary (maximum: two pages) of exactly what your IMC plan involves. Among the items to include are: • Campaign Title: Provides the title of the campaign developed by the team • Major target audiences • Time period of the plan • Campaign objectives • Campaign theme/slogan • Overall budget total • Budget breakdown (Pesos and percentages) by each major IMC element and each medium • Summary of media used (Media flowchart) • Evaluation program The Executive Summary may be arranged in any fashion, but it has to pack a wallop. Remember, the basic purpose of the Executive Summary is to inform top officials at the client organization exactly what you are proposing -- in one or two pages. Be precise. Be complete. Organizing the Executive Summary (as well as other sections of the promotion campaign plan) in a bullet-type format is one effective way to present your material. I. REVIEW OF THE MARKETING PLAN II. SITUATIONAL ANALYSIS • Industry/ Company review A description of...
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