Marketing Project: Integrated Marketing Strategy
MKTU 301 Week 7 Assignment and Rubric
Length: Paper: 14-16 page double-spaced pages(excluding title and references pages)
14 – 16 pagecomprehensive and integrated marketing strategy is for TOMS CANVAS SHOES Incorporating instructor feedback from prior assignments in weeks:
add some visuals/charts/infographics
the plan should briefly describe the product or service, and present an integrated and viable strategy addressing target market, distribution channels, pricing, and promotion. In addition, provide a competitive analysis that describes how the product or service can be differentiated from current and/or anticipated competitors, and how technology including e-business and social media supports the marketing strategy. Support your analysis with six (6) or more academic sources, which may include your textbook, and/or credible business journals such as Barrons, The Wall Street Journal and/or Business Week. Your analysis should include:
- Briefly describe your product or service detailing the need it will meet in the marketplace; and where it fits in the product life cycle.
- Present a marketing strategy that integrates target market, channels of distribution, pricing and promotion into a viable plan for your first 12 months
- Discuss how you will differentiate your product or service from current or anticipated competitors in terms of product features focused on the target market, channels of distribution, pricing and promotion
- Discuss how technology including e-business and social media can enhance your marketing strategy
- Visual Aids
Rubric: Evaluation Criteria
|Product or Service||30
Clearly and concisely describes product or service, Comprehensively discusses consumer or business need(s) for product, and accurately assesses where product fits in the Product Life Cycle. Product concept is creative, innovative and viable. Supports analysis with credible data.
Presents a comprehensive and creative 12 month marketing strategy that integrates target market, channels of distribution, pricing and promotion into a viable plan. Supports analysis with credible data
Creatively and clearly discusses how product or service can be differentiated from current or anticipated competitors fully addressing all 4 factors of product features focused on the target market, distribution channels, pricing and promotion. Supports analysis with credible data.
Comprehensively and creatively discusses how e-business and social media could support and enhance product or service distribution and promotion. Is specific in what and how must be done. Supports analysis with credible data.
Consistently employs critical analysis in developing an integrated marketing strategy. Fully incorporates instructor feedback from previous assignments. Effectively integrates data to draw valid conclusions and make viable recommendations
|APA and Sources||20
Uses 6 or more academic sources to support analysis. Accurately adheres to APA standards; reference page and citations are correct. All sources listed in References are cited in paper
Paper is logical and well-written; spelling, grammar and punctuation are accurate. Paper is the required length of 10 – 12 pages of content, and includes a correctly prepared title page. Paper is organized with section headers aligned to the rubric.