Many grammar and spelling mistakes, citations are missing or not all sources are cited, writing lacks logical organization. It may show some coherence but ideas lack unity. Serious errors and generally is an unorganized format and information.
Total points possible for Marketing Mix (Four Ps): 10 pts.
Criteria: Goal | Not Evident | Developing | Proficient | Exemplary | Points |
---|---|---|---|---|---|
Professionalism | Many grammar and spelling mistakes, citations are missing or not all sources are cited, writing lacks logical organization. It may show some coherence but ideas lack unity. Serious errors and generally is an unorganized format and information. | Grammar and spelling mistakes, citations mistakes, some sources not cited, organization and readability is difficult to follow, fairly clear articulation of ideas, incorrect use of templates, etc. | Few grammar and spelling mistakes, few citations mistakes, all sources cited, fair organization and readability, fairly clear articulation of ideas, mostly correct use of templates, etc. | Proper grammar, spelling, citations, sources, good organization, readability, clear articulation of ideas, correct use of templates, etc. | |
Thoroughness | Response doesn’t follow instructions; response is not researched or may state items directly from the source with little to no original thought, writing is confusing and difficult to follow; significantly falls short of or exceeds appropriate length; doesn’t address all prompts and assignment criteria; incomplete or missing analysis | Doesn’t follow all instructions; response is not researched and may be confusing or difficult to follow; significantly falls short of or exceeds appropriate length; doesn’t address all prompts and assignment criteria; incomplete analysis | Follows instructions; response is researched and articulate; may slightly fall short of or exceed appropriate length; addresses the majority of the prompts and assignment criteria; thoughtful analysis. | Follows instructions; response is well-researched and articulate; appropriate length; addresses all prompts and assignment criteria; thoughtful analysis. | |
Progression | Does not incorporate feedback or suggestions from instructor and peers | Incorporates minimal feedback and suggestions from instructor and peers; demonstrates minimal continuous improvement | Incorporates much of the feedback and suggestions from instructor and peers; demonstrates continuous improvement | Incorporates feedback and suggestions from instructor and peers and makes an effort to improve the writing by editing it themselves; demonstrates continuous improvement and initiative in revising and improving work |
Total points possible for Goal: 5 pts.
Criteria: Approach | Not Evident | Developing | Proficient | Exemplary | Points |
---|---|---|---|---|---|
Professionalism | Many grammar and spelling mistakes, citations are missing or not all sources are cited, writing lacks logical organization. It may show some coherence but ideas lack unity. Serious errors and generally is an unorganized format and information. | Grammar and spelling mistakes, citations mistakes, some sources not cited, organization and readability is difficult to follow, fairly clear articulation of ideas, incorrect use of templates, etc. | Few grammar and spelling mistakes, few citations mistakes, all sources cited, fair organization and readability, fairly clear articulation of ideas, mostly correct use of templates, etc. | Proper grammar, spelling, citations, sources, good organization, readability, clear articulation of ideas, correct use of templates, etc. | |
Thoroughness | Response doesn’t follow instructions; response is not researched or may state items directly from the source with little to no original thought, writing is confusing and difficult to follow; significantly falls short of or exceeds appropriate length; doesn’t address all prompts and assignment criteria; incomplete or missing analysis | Doesn’t follow all instructions; response is not researched and may be confusing or difficult to follow; significantly falls short of or exceeds appropriate length; doesn’t address all prompts and assignment criteria; incomplete analysis | Follows instructions; response is researched and articulate; may slightly fall short of or exceed appropriate length; addresses the majority of the prompts and assignment criteria; thoughtful analysis. | Follows instructions; response is well-researched and articulate; appropriate length; addresses all prompts and assignment criteria; thoughtful analysis. | |
Progression | Does not incorporate feedback or suggestions from instructor and peers | Incorporates minimal feedback and suggestions from instructor and peers; demonstrates minimal continuous improvement | Incorporates much of the feedback and suggestions from instructor and peers; demonstrates continuous improvement | Incorporates feedback and suggestions from instructor and peers and makes an effort to improve the writing by editing it themselves; demonstrates continuous improvement and initiative in revising and improving work |
Total points possible for Approach: 5 pts.
Criteria: Message | Not Evident | Developing | Proficient | Exemplary | Points |
---|---|---|---|---|---|
Professionalism | Many grammar and spelling mistakes, citations are missing or not all sources are cited, writing lacks logical organization. It may show some coherence but ideas lack unity. Serious errors and generally is an unorganized format and information. | Grammar and spelling mistakes, citations mistakes, some sources not cited, organization and readability is difficult to follow, fairly clear articulation of ideas, incorrect use of templates, etc. | Few grammar and spelling mistakes, few citations mistakes, all sources cited, fair organization and readability, fairly clear articulation of ideas, mostly correct use of templates, etc. | Proper grammar, spelling, citations, sources, good organization, readability, clear articulation of ideas, correct use of templates, etc. | |
Thoroughness | Response doesn’t follow instructions; response is not researched or may state items directly from the source with little to no original thought, writing is confusing and difficult to follow; significantly falls short of or exceeds appropriate length; doesn’t address all prompts and assignment criteria; incomplete or missing analysis | Doesn’t follow all instructions; response is not researched and may be confusing or difficult to follow; significantly falls short of or exceeds appropriate length; doesn’t address all prompts and assignment criteria; incomplete analysis | Follows instructions; response is researched and articulate; may slightly fall short of or exceed appropriate length; addresses the majority of the prompts and assignment criteria; thoughtful analysis. | Follows instructions; response is well-researched and articulate; appropriate length; addresses all prompts and assignment criteria; thoughtful analysis. | |
Progression | Does not incorporate feedback or suggestions from instructor and peers | Incorporates minimal feedback and suggestions from instructor and peers; demonstrates minimal continuous improvement | Incorporates much of the feedback and suggestions from instructor and peers; demonstrates continuous improvement | Incorporates feedback and suggestions from instructor and peers and makes an effort to improve the writing by editing it themselves; demonstrates continuous improvement and initiative in revising and improving work |
Total points possible for Messages: 15 pts.
Criteria: Promotional Mix and IMC Tools | Not Evident | Developing | Proficient | Exemplary | Points |
---|---|---|---|---|---|
Professionalism | Many grammar and spelling mistakes, citations are missing or not all sources are cited, writing lacks logical organization. It may show some coherence but ideas lack unity. Serious errors and generally is an unorganized format and information. | Grammar and spelling mistakes, citations mistakes, some sources not cited, organization and readability is difficult to follow, fairly clear articulation of ideas, incorrect use of templates, etc. | Few grammar and spelling mistakes, few citations mistakes, all sources cited, fair organization and readability, fairly clear articulation of ideas, mostly correct use of templates, etc. | Proper grammar, spelling, citations, sources, good organization, readability, clear articulation of ideas, correct use of templates, etc. | |
Thoroughness | Response doesn’t follow instructions; response is not researched or may state items directly from the source with little to no original thought, writing is confusing and difficult to follow; significantly falls short of or exceeds appropriate length; doesn’t address all prompts and assignment criteria; incomplete or missing analysis | Doesn’t follow all instructions; response is not researched and may be confusing or difficult to follow; significantly falls short of or exceeds appropriate length; doesn’t address all prompts and assignment criteria; incomplete analysis | Follows instructions; response is researched and articulate; may slightly fall short of or exceed appropriate length; addresses the majority of the prompts and assignment criteria; thoughtful analysis. | Follows instructions; response is well-researched and articulate; appropriate length; addresses all prompts and assignment criteria; thoughtful analysis. | |
Progression | Does not incorporate feedback or suggestions from instructor and peers | Incorporates minimal feedback and suggestions from instructor and peers; demonstrates minimal continuous improvement | Incorporates much of the feedback and suggestions from instructor and peers; demonstrates continuous improvement | Incorporates feedback and suggestions from instructor and peers and makes an effort to improve the writing by editing it themselves; demonstrates continuous improvement and initiative in revising and improving work |
Total points possible for Promotional Mix and IMC Tools: 15 pts.
Criteria: Sales Alignment | Not Evident | Developing | Proficient | Exemplary | Points |
---|---|---|---|---|---|
Professionalism | Many grammar and spelling mistakes, citations are missing or not all sources are cited, writing lacks logical organization. It may show some coherence but ideas lack unity. Serious errors and generally is an unorganized format and information. | Grammar and spelling mistakes, citations mistakes, some sources not cited, organization and readability is difficult to follow, fairly clear articulation of ideas, incorrect use of templates, etc. | Few grammar and spelling mistakes, few citations mistakes, all sources cited, fair organization and readability, fairly clear articulation of ideas, mostly correct use of templates, etc. | Proper grammar, spelling, citations, sources, good organization, readability, clear articulation of ideas, correct use of templates, etc. | |
Thoroughness | Response doesn’t follow instructions; response is not researched or may state items directly from the source with little to no original thought, writing is confusing and difficult to follow; significantly falls short of or exceeds appropriate length; doesn’t address all prompts and assignment criteria; incomplete or missing analysis | Doesn’t follow all instructions; response is not researched and may be confusing or difficult to follow; significantly falls short of or exceeds appropriate length; doesn’t address all prompts and assignment criteria; incomplete analysis | Follows instructions; response is researched and articulate; may slightly fall short of or exceed appropriate length; addresses the majority of the prompts and assignment criteria; thoughtful analysis. | Follows instructions; response is well-researched and articulate; appropriate length; addresses all prompts and assignment criteria; thoughtful analysis. | |
Progression | Does not incorporate feedback or suggestions from instructor and peers | Incorporates minimal feedback and suggestions from instructor and peers; demonstrates minimal continuous improvement | Incorporates much of the feedback and suggestions from instructor and peers; demonstrates continuous improvement | Incorporates feedback and suggestions from instructor and peers and makes an effort to improve the writing by editing it themselves; demonstrates continuous improvement and initiative in revising and improving work |
Total points possible for Sales Alignment: 10 pts.
Criteria: Budget | Not Evident | Developing | Proficient | Exemplary | Points |
---|---|---|---|---|---|
Professionalism | Many grammar and spelling mistakes, citations are missing or not all sources are cited, writing lacks logical organization. It may show some coherence but ideas lack unity. Serious errors and generally is an unorganized format and information. | Grammar and spelling mistakes, citations mistakes, some sources not cited, organization and readability is difficult to follow, fairly clear articulation of ideas, incorrect use of templates, etc. | Few grammar and spelling mistakes, few citations mistakes, all sources cited, fair organization and readability, fairly clear articulation of ideas, mostly correct use of templates, etc. | Proper grammar, spelling, citations, sources, good organization, readability, clear articulation of ideas, correct use of templates, etc. | |
Thoroughness | Response doesn’t follow instructions; response is not researched or may state items directly from the source with little to no original thought, writing is confusing and difficult to follow; significantly falls short of or exceeds appropriate length; doesn’t address all prompts and assignment criteria; incomplete or missing analysis | Doesn’t follow all instructions; response is not researched and may be confusing or difficult to follow; significantly falls short of or exceeds appropriate length; doesn’t address all prompts and assignment criteria; incomplete analysis | Follows instructions; response is researched and articulate; may slightly fall short of or exceed appropriate length; addresses the majority of the prompts and assignment criteria; thoughtful analysis. | Follows instructions; response is well-researched and articulate; appropriate length; addresses all prompts and assignment criteria; thoughtful analysis. | |
Progression | Does not incorporate feedback or suggestions from instructor and peers | Incorporates minimal feedback and suggestions from instructor and peers; demonstrates minimal continuous improvement | Incorporates much of the feedback and suggestions from instructor and peers; demonstrates continuous improvement | Incorporates feedback and suggestions from instructor and peers and makes an effort to improve the writing by editing it themselves; demonstrates continuous improvement and initiative in revising and improving work |
Total points possible for Budget Grading: 10 pts.
Criteria: Action Plan | Not Evident | Developing | Proficient | Exemplary | Points |
---|---|---|---|---|---|
Professionalism | Many grammar and spelling mistakes, citations are missing or not all sources are cited, writing lacks logical organization. It may show some coherence but ideas lack unity. Serious errors and generally is an unorganized format and information. | Grammar and spelling mistakes, citations mistakes, some sources not cited, organization and readability is difficult to follow, fairly clear articulation of ideas, incorrect use of templates, etc. | Few grammar and spelling mistakes, few citations mistakes, all sources cited, fair organization and readability, fairly clear articulation of ideas, mostly correct use of templates, etc. | Proper grammar, spelling, citations, sources, good organization, readability, clear articulation of ideas, correct use of templates, etc. | |
Thoroughness | Response doesn’t follow instructions; response is not researched or may state items directly from the source with little to no original thought, writing is confusing and difficult to follow; significantly falls short of or exceeds appropriate length; doesn’t address all prompts and assignment criteria; incomplete or missing analysis | Doesn’t follow all instructions; response is not researched and may be confusing or difficult to follow; significantly falls short of or exceeds appropriate length; doesn’t address all prompts and assignment criteria; incomplete analysis | Follows instructions; response is researched and articulate; may slightly fall short of or exceed appropriate length; addresses the majority of the prompts and assignment criteria; thoughtful analysis. | Follows instructions; response is well-researched and articulate; appropriate length; addresses all prompts and assignment criteria; thoughtful analysis. | |
Progression | Does not incorporate feedback or suggestions from instructor and peers | Incorporates minimal feedback and suggestions from instructor and peers; demonstrates minimal continuous improvement | Incorporates much of the feedback and suggestions from instructor and peers; demonstrates continuous improvement | Incorporates feedback and suggestions from instructor and peers and makes an effort to improve the writing by editing it themselves; demonstrates continuous improvement and initiative in revising and improving work |
Total points possible for Action Plan: 10 pts.
Criteria: Risk Factors | Not Evident | Developing | Proficient | Exemplary | Points |
---|---|---|---|---|---|
Professionalism | Many grammar and spelling mistakes, citations are missing or not all sources are cited, writing lacks logical organization. It may show some coherence but ideas lack unity. Serious errors and generally is an unorganized format and information. | Grammar and spelling mistakes, citations mistakes, some sources not cited, organization and readability is difficult to follow, fairly clear articulation of ideas, incorrect use of templates, etc. | Few grammar and spelling mistakes, few citations mistakes, all sources cited, fair organization and readability, fairly clear articulation of ideas, mostly correct use of templates, etc. | Proper grammar, spelling, citations, sources, good organization, readability, clear articulation of ideas, correct use of templates, etc. | |
Thoroughness | Response doesn’t follow instructions; response is not researched or may state items directly from the source with little to no original thought, writing is confusing and difficult to follow; significantly falls short of or exceeds appropriate length; doesn’t address all prompts and assignment criteria; incomplete or missing analysis | Doesn’t follow all instructions; response is not researched and may be confusing or difficult to follow; significantly falls short of or exceeds appropriate length; doesn’t address all prompts and assignment criteria; incomplete analysis | Follows instructions; response is researched and articulate; may slightly fall short of or exceed appropriate length; addresses the majority of the prompts and assignment criteria; thoughtful analysis. | Follows instructions; response is well-researched and articulate; appropriate length; addresses all prompts and assignment criteria; thoughtful analysis. | |
Progression | Does not incorporate feedback or suggestions from instructor and peers | Incorporates minimal feedback and suggestions from instructor and peers; demonstrates minimal continuous improvement | Incorporates much of the feedback and suggestions from instructor and peers; demonstrates continuous improvement | Incorporates feedback and suggestions from instructor and peers and makes an effort to improve the writing by editing it themselves; demonstrates continuous improvement and initiative in revising and improving work |
Total points possible for Risk Factors: 10 pts.
Criteria: Executive Summary | Not Evident | Developing | Proficient | Exemplary | Points |
---|---|---|---|---|---|
Professionalism | Many grammar and spelling mistakes, citations are missing or not all sources are cited, writing lacks logical organization. It may show some coherence but ideas lack unity. Serious errors and generally is an unorganized format and information. | Grammar and spelling mistakes, citations mistakes, some sources not cited, organization and readability is difficult to follow, fairly clear articulation of ideas, incorrect use of templates, etc. | Few grammar and spelling mistakes, few citations mistakes, all sources cited, fair organization and readability, fairly clear articulation of ideas, mostly correct use of templates, etc. | Proper grammar, spelling, citations, sources, good organization, readability, clear articulation of ideas, correct use of templates, etc. | |
Thoroughness | Response doesn’t follow instructions; response is not researched or may state items directly from the source with little to no original thought, writing is confusing and difficult to follow; significantly falls short of or exceeds appropriate length; doesn’t address all prompts and assignment criteria; incomplete or missing analysis | Doesn’t follow all instructions; response is not researched and may be confusing or difficult to follow; significantly falls short of or exceeds appropriate length; doesn’t address all prompts and assignment criteria; incomplete analysis | Follows instructions; response is researched and articulate; may slightly fall short of or exceed appropriate length; addresses the majority of the prompts and assignment criteria; thoughtful analysis. | Follows instructions; response is well-researched and articulate; appropriate length; addresses all prompts and assignment criteria; thoughtful analysis. | |
Progression | Does not incorporate feedback or suggestions from instructor and peers | Incorporates minimal feedback and suggestions from instructor and peers; demonstrates minimal continuous improvement | Incorporates much of the feedback and suggestions from instructor and peers; demonstrates continuous improvement | Incorporates feedback and suggestions from instructor and peers and makes an effort to improve the writing by editing it themselves; demonstrates continuous improvement and initiative in revising and improving work |
Total points possible for Executive Summary: 10 pts. Total points possible for Complete Marketing Plan Assignment (Marketing Mix Four Ps, Approach, Goal, Messages, Promotional Mix and IMC, Sales Alignment, Budget, Action Plan, Risk Factors, and Executive Summary) Tools: 100 pts.
Course Number: BU352
Welcome to Laurier Library's Marketing Plan Assignment course guide for BU 352. This guide provides information sources to help you research and analyze each section of the Marketing Plan assignment: Market Trend Analysis, Environmental Analysis, Competitive Analysis, Segmentation Analysis and Consumer Buying Behaviour, and Financial Analysis. You may also want to visit the Business subject guide for additional resources that will help you develop your Marketing Plan and research your new product or service. You can find links to helpful video tutorials to the right under Key links.
Use the links below to navigate to the different sections of this guide.
Environmental scanning research, competitive analysis research, segmentation analysis and consumer buying behaviour research, financial research, additional marketing resources, advanced guides for multiple industries, citing your sources, key resources for finding information on market trends, key industry databases.
Locate industry reports, market reports, and articles. Enter the industry or market in the search box or search by NAICS code (found under the "More search options" heading). Narrow your results by source type/ document type/ location and/or publication date.
Industry reports that include an industry outlook, an overview of the competitive landscape and key statistics. Search by keyword and limit to geography: Canada or U.S.
Includes industry research and analysis, including Market Overviews. Learn how to conduct industry research using Marketline from this video tutorial .
Contains market research data, i.e. information on consumer lifestyles and market size.
Comprised of detailed surveys for over 50 U.S. industries. Coverage includes industry trends and a guide to analyzing companies in each industry. To access> Click on the "Industries" tab at the top of the screen and select your industry from the drop down menu or use the drop down menu under "Quick Links – Recently Updated Industry Surveys" from the main page.
Canada's Information Resource Centre (CIRC) provides a listing of Canadian Associations. Associations can provide detailed information on their respective industry. N.B. Be sure to uncheck all databases, with the exception of Associations Canada.
Contains trade and industry articles covering market trends, products, and companies
Includes articles from Canadian journals, magazines, and news resources
Provides business articles, case studies, industry reports, and market research data
Global database of newspaper and other popular articles, excellent resources for consumer information and market trends.
Contains Canadian industry statistics
Key databases.
Locate industry reports, market reports, and articles that discuss external factors impacting your product or service. Enter the industry or market in the search box or search by NAICS code (found under the "More search options" heading). Narrow your results by source type/ document type/ location and/or publication date.
Provides industry research and analysis, including Five Forces Analyses. Learn how to conduct industry research using Marketline from this video tutorial .
Contains expert analysis on factors impacting markets, including social and demographic trends.
Comprised of detailed surveys for over 50 U.S. industries. Coverage includes current market environment. To access> Click on the "Industries" tab at the top of the screen and select your industry from the drop down menu or use the drop down menu under "Quick Links – Recently Updated Industry Surveys" from the main page.
Includes SWOT analysis and industry research reports. Go to "Screening & Analysis"> "Research"> "Research Search" > search by SIC, NAICS or text. N.B. Be sure to change the report date to a longer period than the 90 day default range so as to retrieve a good selection of reports. **You must use Internet Explorer for full functionality of the database. Learn how to use Thomson One to find industry analyst reports from this video tutorial .
Canada's Information Resource Centre (CIRC) provides a listing of Canadian Associations. Associations can provide detailed information on their respective industry such as current market forces. N.B. Be sure to uncheck all databases, with the exception of Associations Canada.
Consult a Canadian company’s annual report for environmental factors affecting its respective market
Review annual reports of a U.S. company for environmental factors affecting its particular market
Includes information on brand competition, market sizes, company shares, brand shares, etc.
Allows the creation of a company list to compare companies operating in the same industry by specific industry classification codes. Above the search box, click "Search by Subject or Topic" > Click "Dossier(Company, Executive, & Industry)" > Select the "Create a Company List" tab> Enter SIC or NAICS Code(s) and any other criteria> Once search options are chosen, hit the "Create" button. Click "Customize" to customize the list. For step-by-step instructions, view the video tutorial Build a Company List .
Contains industry reports that discuss competitors, market share, and Porter’s Five Forces analysis, i.e. degree of rivalry and new entrants. Learn how to use Marketline to find Five Forces analysis from this video tutorial .
Provides comparative market share information.
Includes industry reports with emphasis on an industry’s competitive landscape. Go to "Screening & Analysis"> "Research"> "Research Search" > search by SIC, NAICS or text. N.B. Be sure to change the report date to a longer period than the 90 day default range to retrieve a good selection of reports. **You must use Internet Explorer for full functionality of the database. Learn how to use Thomson One to find industry analyst reports from this video tutorial .
Provides business articles, industry reports, and market research data
Provides Canadian industry reports and government publications on key sectors
Contains industry reports that discuss Porter’s Five Forces analysis, i.e. buyer power. Learn how to use Marketline to find Five Forces analysis from this video tutorial .
Contains market research data, i.e. information on consumer spending patterns and market size
Includes industry reports with emphasis on consumer spending. Go to "Screening & Analysis"> "Research"> "Research Search" > search by SIC, NAICS or text. N.B. Be sure to change the report date to a longer period than the 90 day default range to retrieve a good selection of reports. **You must use Internet Explorer for full functionality of the database. Learn how to use Thomson One to find industry analyst reports from this video tutorial .
Contains trade and industry articles covering market and product trends, consumer behaviour, and company information.
Provides business articles, industry reports, and market research information, including consumer buying trends.
Locate Census profiles for specific geographical (market) areas, i.e. City of Toronto, Toronto Census Metropolitan Area (CMA), Province of Ontario, etc.
Find NHS Profiles that include data on topics such as Income, Occupation, and Education for specific Canadian geographical areas.
Provides Canadian socio-economic data such as neighbourhood income and demographics as well as population estimates.
Provides data on expenditures such as household spending on food expenditures (Table 203-0028), as well as household equipment (Table 203-0027, Table 203-0031).
For access: Select "Browse" link at top right. In new window, select "Consumer Surveys" at top left. Expand "Canada" and then expand "Survey of Household Spending (SHS)". Choose most recent year and then the title. Click "Metadata" then "Study Description" through to "Data Access" then click "Access Data here" (right pane). Or select CANSIM table: Survey of Household Spending - 3508
Contains sales data and statistics (historical, current, and forecasts) for a variety of different products and services.
Provides annual reports and company financials - i.e. income statements, cash flow statements. Run a company search> Select the "Company Financials" tab> From the drop-down menu, select "Balance Sheet", "Income Statement", "Retained Earnings", "Cash Flow" or "All Sections"> Click "Refresh". Adjust date range if needed. Also see "Business Segments" under "Company Details" for possible financial results for subsidiaries. The data can also be downloaded into an Excel format. Learn how to find company financials using Mergent Online from this video tutorial .
Includes financial information on public companies, such as balance sheets and cash flow. Select "Companies/Markets"> "Company" > and enter a company name or symbol. Select "Financial Results" to choose various financial statements for the company in question.
Comprised of detailed surveys for over 50 U.S. industries. Coverage includes a financial review of an industry-specific company, i.e. income statement analysis of a broadcast/cable company. To access, click on the "Industries" tab at the top of the screen and select your industry from the drop down menu or use the drop down menu under "Quick Links – Recently Updated Industry Surveys" from the main page.
Contains financial analysis, forecasts, and filings. Use the "Company Views" tab to access estimates, filings, and price charts. Or go to "Screening & Analysis"> "Research"> "Research Search" > search by SIC, NAICS or text to find analyst reports. N.B. Be sure to change the report date to a longer period than the 90 day default range to retrieve a good selection of reports. ** You must use Internet Explorer for full functionality of the database. Learn how to use Thomson One to find analyst reports from this video tutorial .
Review annual reports of Canadian companies for financial statements.
Review annual reports of U.S. companies for financial statements.
This website provides a broad range of information about stocks, public and private companies, including quotes, charts and estimates analysis. Search and display your company> scroll down and click on "More from Reuters" in the middle of the screen> click on the "Financials" tab at the top of the screen.
Current and historical company information for companies listed on the major US and Canadian stock exchanges. Includes stock data, charting capabilities, performance, financial ratios (including beta), and comparable companies.
A UK based online portal that offers a number of online resources including reports and articles related to market research. Includes global coverage but with a strong emphasis on Europe. To locate market research articles and reports see the menu and select “Market Research Findings”, “Library of Research Articles”, or “Market Research News”.
Nielsen is a global information and measurement company that provides market research related reports. Coverage includes over 100 countries. When searching for relevant reports select “Insights” from up-top and then use the tool-bar on the left to narrow your results. Alternatively, you can enter in keywords into the search bar located at the top-right to locate relevant results. Most reports are available for free immediately, while others can be requested free of charge.
Provides information on key marketing concepts, including a section on how to develop a marketing plan.
Page Owner: Matt Rohweder
Page Feedback
Last Updated: December 2, 2022 4:55pm
A marketing plan helps leaders clearly visualize marketing strategies across channels, so they can ensure every campaign drives pipeline and revenue. In this article you’ll learn eight steps to create a winning marketing plan that brings business-critical goals to life, with examples from word-class teams.
To be successful as a marketer, you have to deliver the pipeline and the revenue.”
In other words—they need a well-crafted marketing plan.
Learn how to create the right marketing plan to hit your revenue targets in 2024. Hear best practices from marketing experts, including how to confidently set and hit business goals, socialize marketing plans, and move faster with clearer resourcing.
How do you build the right marketing plan to hit your revenue goals? Follow these eight steps for success:
First you need to define each specific component of your plan to ensure stakeholders are aligned on goals, deliverables, resources, and more. Ironing out these details early on ensures your plan supports the right business objectives, and that you have sufficient resources and time to get the job done.
Get started by asking yourself the following questions:
What resources do I need?
What is the vision?
What is the value?
What is the goal?
Who is my audience?
What are my channels?
What is the timeline?
For example, imagine you’re creating an annual marketing plan to improve customer adoption and retention in the next fiscal year. Here’s how you could go through the questions above to ensure you’re ready to move forward with your plan:
I will need support from the content team, web team, and email team to create targeted content for existing customers. One person on each team will need to be dedicated full-time to this initiative. To achieve this, the marketing team will need an additional $100K in budget and one new headcount.
What is the vision?
To create a positive experience for existing customers, address new customer needs, and encourage them to upgrade. We’ll do this by serving them how-to content, new feature updates, information about deals and pricing, and troubleshooting guides.
According to the Sales Benchmark Index (SBI) , CEOs and go-to-market leaders report that more than 60% of their net-new revenue will come from existing customers in 2023. By retaining and building on the customers we have, we can maintain revenue growth over time.
To decrease the customer churn rate from 30% to 10%, and increase upgrades from 20% to 30% in the next fiscal year.
All existing customers.
The main channel will be email. Supporting marketing channels include the website, blog, YouTube, and social media.
The first half of the next fiscal year.
One of the most important things to do as you create your marketing strategy is to identify your target audience . As with all marketing, you need to know who you’re marketing to. If you’re having a hard time determining who exactly your target audience is, try the bullseye targeting framework . The bullseye makes it easy for you to determine who your target audience is by industry, geography, company size, psychographics, demographics, and more.
Now it’s time to define what key marketing metrics you’ll use to measure success. Your key metrics will help you measure and track the performance of your marketing activities. They’ll also help you understand how your efforts tie back to larger business goals.
Once you establish key metrics, use a goal-setting framework—like objectives and key results (OKRs) or SMART goals —to fully flush out your marketing objectives. This ensures your targets are as specific as possible, with no ambiguity about what should be accomplished by when.
Example: If a goal of your marketing plan is to increase email subscriptions and you follow the SMART goal framework (ensuring your objective is specific, measurable, achievable, realistic, and time-bound) your goal might look like this: Increase email subscription rate from 10% to 20% in H1 .
It’s easy to get caught up in your company’s world, but there’s a lot of value in understanding your competitors . Knowing how they market themselves will help you find opportunities to make your company stand out and capture more market share.
Make sure you’re not duplicating your competitors’ efforts. If you discover a competitor has already executed your idea, then it might be time to go back to the drawing board and brainstorm new ways to differentiate yourself. By looking at your competitors, you might be surprised at the type of inspiration and opportunities you’ll find.
To stay ahead of market trends, conduct a SWOT analysis for your marketing plan. A SWOT analysis helps you improve your plan by identifying strengths, weaknesses, opportunities, and threats.
Example: If your competitor launches a social media campaign identical to what you had planned, go back to the drawing board and see how you can build off their campaign. Ask yourself: How can we differentiate our campaign while still getting our message across? What are the weaknesses of their campaign that we can capitalize on? What angles did they not approach?
Here’s where the fun comes in. Let’s dive into the different components that go into building a successful marketing plan. You’ll want to make sure your marketing plan includes multiple supporting activities that all add up into a powerful marketing machine. Some marketing plan components include:
Lead generation
Social media
Product marketing
Public relations
Analyst relations
Customer marketing
Search engine optimization (SEO)
Conversational marketing
Knowing where your consumer base spends the most time is significant for nailing this step. You need to have a solid understanding of your target audience before integrating your marketing efforts.
Example: If your target audience is executives that spend a lot of time on LinkedIn, focus your social media strategy around placing branded content on LinkedIn.
Forty-nine percent of marketers say visual images are hugely important to their content strategy. In other words, a clear brand and creative strategy is an essential component to every marketing plan. As you craft your own creative strategy, here are some tips to keep in mind:
Speak to your audience: When defining your creative strategy, think about your audience—what you want them to feel, think, and do when they see your marketing. Will your audience find your creative work relevant? If your audience can’t relate to your creative work, they won’t feel connected to the story you’re trying to tell.
Think outside the box: Find innovative ways to engage your audience, whether through video, animations, or interactive graphics. Know what screens your creative work will live on, whether desktop, mobile, or tablet, and make sure they display beautifully and load quickly across every type of device.
Tie everything back to CTAs: It’s easy to get caught up in the creative process, so it’s important to never lose sight of your ultimate goal: Get your audience to take action. Always find the best way to display strong Calls to Action (CTAs) in your creative work. We live in a visual world—make sure your creative content counts.
Streamline creative production: Once you’ve established a strong creative strategy, the next step is to bring your strategy to life in the production stage. It’s vital to set up a strong framework for your creative production process to eliminate any unnecessary back and forth and potential bottlenecks. Consider establishing creative request forms , streamlining feedback and approval processes, and taking advantage of integrations that might make your designers’ lives easier.
Example: If your brand is fun and approachable, make sure that shows in your creative efforts. Create designs and CTAs that spark joy, offer entertainment, and alleviate the pressure in choosing a partner.
Turn your plan into action by making goals, deliverables, and timelines clear for every stakeholder—so teams stay accountable for getting work done. The best way to do this is by centralizing all the details of your marketing plan in one platform , so teams can access the information they need and connect campaign work back to company goals.
With the right work management tool , you can:
Set goals for every marketing activity, and connect campaign work to overarching marketing and business objectives so teams focus on revenue-driving projects.
Centralize deliverables for your entire marketing plan in one project or portfolio .
Mark major milestones and visualize your plan as a timeline, Gantt chart, calendar, list, or Kanban board—without doing any extra work.
Quickly loop in stakeholders with status updates so they’re always up to date on progress. This is extremely important if you have a global team to ensure efforts aren’t being duplicated.
Use automations to seamlessly hand off work between teams, streamlining processes like content creation and reviews.
Create dashboards to report on work and make sure projects are properly staffed , so campaigns stay on track.
With everything housed in one spot, you can easily visualize the status of your entire marketing plan and keep work on track. Building an effective marketing plan is one thing, but how you operationalize it can be your secret to standout marketing.
Example: If your strategy focuses on increasing page views, connect all campaign work to an overarching OKR—like “we will double page views as measured by the amount of organic traffic on our blog.” By making that goal visible to all stakeholders, you help teams prioritize the right work.
With Asana, marketing teams can connect work, standardize processes, and automate workflows—all in one place.
Nearly three in four CMOs use revenue growth to measure success, so it’s no surprise that measuring performance is necessary. You established your key metrics in step two, and now it’s time to track and report on them in step eight.
Periodically measure your marketing efforts to find areas of improvement so you can optimize in real-time. There are always lessons to be learned when looking at data. You can discover trends, detect which marketing initiatives performed well, and course-correct what isn’t performing well. And when your plan is complete, you can apply these learnings to your next initiative for improved results.
Example: Say you discover that long-form content is consistently bringing in 400% more page views than short-form content. As a result, you’ll want to focus on producing more long-form content in your next marketing plan.
The best brands in the world bring their marketing plans to life every day. If you’re looking for inspiration, check out these examples from successful marketing teams.
When the Autodesk team launched Redshift, it was initially a small business blog. The editorial team executed a successful marketing plan to expand it into a premier owned-media site, making it a destination for stories and videos about the future of making.
The team scaled content production to support seven additional languages. By standardizing their content production workflow and centralizing all content conversations in one place, the editorial team now publishes 2X more content monthly. Read the case study to learn more about how Autodesk runs a well-oiled content machine. Trinny London perfects new customer acquisition
In consumer industries, social media is crucial for building a community of people who feel an affinity with the brand—and Trinny London is no exception. As such, it was imperative that Trinny London’s ad spend was targeted to the correct audience. Using a work management tool, Trinny London was able to nail the process of creating, testing, and implementing ads on multiple social channels.
With the help of a centralized tool, Trinny London improved its ad spend and drove more likes and subscriptions on its YouTube page. Read the case study to learn more about how Trinny London capitalized on paid advertising and social media.
A great marketing plan promotes clarity and accountability across teams—so every stakeholder knows what they’re responsible for, by when. Reading this article is the first step to achieving better team alignment, so you can ensure every marketing campaign contributes to your company’s bottom line.
Once you’ve created your marketing strategy and are ready to operationalize your marketing plan, get started with one of our marketing templates .
Our marketing templates can help you manage and track every aspect of your marketing plan, from creative requests to approval workflows. Centralize your entire marketing plan in one place, customize the roadmap, assign tasks, and build a timeline or calendar.
Once you’ve operationalized your entire marketing plan with one of our templates, share it with your stakeholders so everyone can work together in the same tool. Your entire team will feel connected to the marketing plan, know what to prioritize, and see how their work contributes to your project objectives . Choose the best marketing template for your team:
Marketing project plan template
Marketing campaign plan template
Product marketing launch template
Editorial calendar template
Agency collaboration template
Creative requests template
Event planning template
GTM strategy template
What is a marketing plan.
A marketing plan is a detailed roadmap that outlines the different strategies your team will use to achieve organizational objectives. Rather than focusing solely on the end goal, a marketing plan maps every step you need to reach your destination—whether that’s driving pipeline for sales, nurturing your existing customer base, or something in-between.
As a marketing leader, you know there’s never a shortage of great campaign and project ideas. A marketing plan gives you a framework to effectively prioritize work that aligns to overarching business goals—and then get that work done. Some elements of marketing plans include:
Current business plan
Mission statement
Business goals
Target customers
Competitive analysis
Current marketing mix
Key performance indicators (KPIs)
Marketing budget
The purpose of a marketing plan is to grow your company’s consumer base and strengthen your brand, while aligning with your organization’s mission and vision . The plan should analyze the competitive landscape and industry trends, offer actionable insights to help you gain a competitive advantage, and document each step of your strategy—so you can see how your campaigns work together to drive overarching business goals.
A marketing plan contains many marketing strategies across different channels. In that way, marketing strategies contribute to your overall marketing plan, working together to reach your company’s overarching business goals.
For example, imagine you’re about to launch a new software product and the goal of your marketing plan is to drive downloads. Your marketing plan could include marketing strategies like creating top-of-funnel blog content and launching a social media campaign.
Depending on what you’re trying to accomplish, what your timeline is, or which facet of marketing you’re driving, you’ll need to create a different type of marketing plan. Some different types of marketing plans include, but aren’t limited to:
General marketing plan: A general marketing plan is typically an annual or quarterly marketing plan that details the overarching marketing strategies for the period. This type of marketing plan outlines marketing goals, the company’s mission, buyer personas, unique selling propositions, and more. A general marketing plan lays the foundation for other, more specific marketing plans that an organization may employ.
Product launch marketing plan: A product launch marketing plan is a step-by-step plan for marketing a new product or expanding into a new market. It helps you build awareness and interest by targeting the right audience, with the right messaging, in the right timeframe—so potential customers are ready to buy your new offering right away. Nailing your product launch marketing plan can reinforce your overall brand and fast-track sales. For a step-by-step framework to organize all the moving pieces of a launch, check out our product marketing launch template .
Paid marketing plan: This plan includes all the paid strategies in your marketing plan, like pay-per-click, paid social media advertising, native advertising, and display advertising. It’s especially important to do audience research prior to launching your paid marketing plan to ensure you’re maximizing ROI. Consult with content strategists to ensure your ads align with your buyer personas so you know you’re showing ads to the right people.
Content marketing plan: A content marketing plan outlines the different content strategies and campaigns you’ll use to promote your product or service. When putting together a content marketing plan, start by identifying your audience. Then use market research tools to get the best insights into what topics your target audience is most interested in.
SEO marketing plan: Your SEO marketing plan should work directly alongside your content marketing plan as you chart content that’s designed to rank in search results. While your content marketing plan should include all types of content, your SEO marketing plan will cover the top-of-funnel content that drives new users to your site. Planning search engine-friendly content is only one step in your SEO marketing plan. You’ll also need to include link-building and technical aspects in order to ensure your site and content are as optimized as possible.
Social media marketing plan: This plan will highlight the marketing strategies you plan to accomplish on social media. Like in any general or digital marketing plan , your social media strategy should identify your ideal customer base and determine how they engage on different social media platforms. From there, you can cater your social media content to your target audience.
A marketing plan is a bit like a job description for your company. Everyone should have one, but they’re often not fit for purpose, out of date, and reviewed infrequently...
Research has shown that businesses with plans succeed, outperform competitors, and retain staff, more than those with no plan.
Without a plan there’s no direction for the company or its employees, decisions can be uninformed, opportunities can be missed and threats can damage or destroy the business.
Whether you are looking at creating a traditional marketing plan or a multichannel digital marketing plan, we've got resources to help you.
In this article, Annmarie Hanlon recommends 7 simple steps for structuring a classic marketing plan. But for an SME or SMB, you need a little more detail about prioritizing your investment of time and money in your communications channels as we've mentioned.
Our Free marketing plan template download , by our co-founder Dr. Dave Chaffey who developed the RACE Planning Framework, provides a little more detail needed for a 'real-world' plan to grow a business.
Free marketing plan template download
Use our simple three-page Microsoft Word template if you work for a small business who needs to create a simple, practical marketing plan quickly. It's structured in three sections of steps using the acclaimed RACE Growth System for improving marketing results
Access the Free marketing plan template
A marketing plan is your place to document the process of defining and implementing your marketing strategy and creating a roadmap for future growth and business development. A marketing plan should be customer-centred, focused on your target audience and the value propositions you will deliver to them.
The key element of marketing strategy within the plan that you need to compete effectively is the Segmentation, Targeting and Positioning strategy for your brand, known as STP for short. These stages in target marketing strategy development that should be central in your marketing plan are summarized in Figure 4.10 in Digital Marketing: Strategy, Development and Planning created by Dave Chaffey of Smart Insights.
Your plan must reference Segmentation, Targeting and Positioning as essential sections you must cover in a classic marketing plan for a large business. However, for smaller businesses, you also need more practical strategies for how you will reach and engage your audiences using the key digital marketing channels today including search, social media and email marketing and then how you will persuade and convert your audience on a website or on your social pages. So, for a small or medium business (SME or SMB depending on where you are reading) your marketing plan must also include communications strategies to help you achieve your goals. That's why Smart Insights created the RACE planning framework to give guidance on how to best plan and action best practices for these channels.
To structure your marketing plan, we recommend utilizing the Smart Insights RACE Growth System, an easy-to-use strategic marketing framework that helps you identify opportunities, strategies, and actions to help you drive growth, at each stage of your marketing funnel.
As the visual shows, our OSA process, of which you can see examples in different sectors in our editable Word plan templates, is structured in three parts:
As a marketer, every activity will fall into either an opportunity, strategy, or action. With a strong marketing plan in place, you will be able to measure each of these elements, and more importantly, ensure all marketing activities remain integrated.
Some marketing plans, such as this Chartered Institute of Marketing recommendation on How to write a marketing plan define more stages, but particularly for smaller businesses we believe the simpler Opportunity > Strategy > Action enables you to communicate your plan better!
Let's now look at what you need to include in your plan, starting with your opportunities. A marketing plan is not just a list of activities to work on! To identify the opportunities to prioritize and challenges to overcome. You need to start with internal audits, external analysis, and goal setting - to give your marketing a purpose. We recommend summarizing your key issues based on a TOWs analysis which is a powerful form of SWOT analysis explained in our post giving SWOT analysis template examples .
Through our RACE Planning Framework, you can access tools and templates designed to help you optimize across 25 opportunities, integrated across each stage of RACE, which you can see in the infographic below:
Starting with these holistic approaches, you will quickly identify opportunities for growth and can plan strategies and actions that help you achieve your vision for your business. That's why opportunities are the first step in our OSA cycle.
Now you know what you want to do, strategy is working out how to achieve your goals in an efficient and effective manner. To do so, you'll likely lean on guides, templates, and models to inform your strategy.
Making good business decisions to inform your budgets, investment priorities, and key metrics are all elements of a successful marketing strategy.
Of course, the final stage of any marketing strategy is putting it all into place!
To help you manage your time and marketing outputs, our RACE Growth System is structured around short 90-day planning cycles. This means you will see quarterly growth, as well as setting longer-term annual goals.
Quarterly measurement and reporting allow marketers and business owners to spot trends and make optimizations in a shorter timeframe too, to keep cycling customers through your dedicated marketing funnel experience.
It can be daunting to develop a marketing plan for the first time, so let's walk through the basics together. If you're looking for a practical, simple, data-driven marketing plan, these 7 factors will help you create and action your plan with success.
A good plan starts by asking 'Where are we now?'. Gain an overview via your customers, but don’t forget to ask the right questions. One of my pet hates is the ‘hypothetical question’ e.g. A hotel asking “if you would stay here again?” It’s possible you would stay there again, but if it’s been a one-off visit it’s very unlikely it will actually happen. Removing hypothetical questions ensures you capture facts, not fiction.
If you’ve got a start-up business or are looking at a marketing plan for a totally new area, many other research resources are available including online reports, insights via trends and conferences. This informs your business decision and ensures the plan is fundamentally sound.
After you’ve captured customer insights, the next step is a comprehensive review or audit of the business. Most countries publish statistical data on businesses in their region. This can tell you the number of businesses in specific sectors, average numbers of employees, average earnings, average income per household and more. This valuable information highlights market values, market potential and opportunities. This enables you to understand where your business sits in its market sector and the market share available.
A key element of the audit is the SWOT and whilst you and many marketers are familiar with the SWOT analysis, you may be less familiar with the McKinsey 7S framework of business. Taking a holistic look at the business, thinking about Strategy, Structure, Systems, Staff, Style, Skills and Shared values forms a base for your SWOT. Business members can access a 7S and SWOT template in the smart insigths Business marketing plan guide .
Part of a marketing audit is competitor benchmarking. Really understanding what the competitors offer. The more you understand how they work, the more likely you are to be able to predict their next move. You won’t be one of these companies that says “we never saw it coming”. Tools such as Google Alerts help you embed this as an automatic ongoing process.
One of my clients ensured they always got the early news on their key competitor by buying some of their shares! It meant they had access to latest reports, and newsletters and could attend annual meetings to hear what other shareholders thought. This was all for an investment of £150.
It’s easy to create general objectives; it’s harder to develop SMART objectives.
Taking this one stage further, businesses that use numbers alone often miss key values inside the business. It’s easy to become numbers-driven; it’s harder to create ‘softer’ objectives. In Emarketing Excellence (2022), Dave Chaffey and PR Smith developed the 5s model, initially as a mechanism for reviewing websites. I’ve used this for many years to develop business objectives. It tends to challenge the thinking within a business and gets the owners and managers considering the business as a whole, rather than sales alone.
Look at your business. Do you have SMART objectives for:
Key strategic initiatives for your business will include one or more of these options:
When you know the strategic initiatives the business is taking, it’s easier to segment your customer base, whether you’re B2B, B2C or a blend of both. You can use the mnemonic SUPERB to identify your customer segments:
Growing a business always involves finding new customers, this may be different segments or markets and may encourage your business to look at product development.
What opportunities are there in your business to:
Pricing is a critical area in any business. Kotler (1988) described nine marketing mix strategies on price quality, which we look at in detail in the Business marketing plan guide for Business members, to support your pricing strategy development.
A pricing matrix is a really useful tool for product marketers or managers because it helps you identify opportunities within your product and pricing strategies. Don't forget to research which of these strategies are your main competitors using too and make sure to use key messages to help differentiate yourself.
The key to making it happen is to create a detailed marketing action plan. If you don’t have time to conduct each step yourself, you can explore other options and contract out specific tasks to an external consultant or agency.
I have found that an Action Plan that includes more detail, nominates someone to do the work and sets dates by when it should be completed, is more likely to get done than a loose set of instructions. A good action plan becomes ’work instructions’ for different people.
Busy marketing managers may enlist support from the admin team who often relish the opportunity to carry out new tasks, as long as they have a detailed brief. Or for more specialized work, marketing managers may wish to enlist an Agency.
The final step is about monitoring action, managing the process and measuring results. The 7 steps to make your plan happen are:
As the world of digital marketing continues to develop, many find that particular functions within marketing require their own planning document. See examples of where this may be useful below:
But, remember, it is recommended to define one flagship plan for the whole team, for governance and accountability, before branching out into secondary planning.
One final tip; set a start and an end date for creating and launching the marketing plan , if not, the audit stage could continue indefinitely! Download your free guide and get started today.
Use our simple three-page Microsoft Word template if you work for a small business who needs to quickly create a simple, practical marketing plan quickly. It's structured in three sections of steps using the acclaimed RACE Growth System for improving marketing results
By Annmarie Hanlon
Annmarie Hanlon PhD is an academic and practitioner in strategic digital marketing and the application of social media for business. Dr Hanlon has expertise in the strategic application of social media for business and the move from digitization, to digitalization and digital transformation for business. Her expertise spans consumer touch points, online customer service, the use of reviews, the role of influencers, online engagement and digital content. You can follow her update on Twitter https://twitter.com/annmariehanlon
This blog post has been tagged with:
Turbocharge your results with this toolkit containing 7 resources
The Marketing Campaign Planning toolkit contains:
Start your Digital Marketing Plan today with our Free membership.
Recommended Blog Posts
Use our simple, 15 section download to quickly create a marketing plan for your business Many marketing plan templates you will find online were created long ago for larger businesses and aren’t so relevant to small and startup business competing …..
Using the RACE OSA process to structure a marketing plan A marketing plan is an essential tool to compete and grow your business since it gives focus to your marketing activities by setting realistic, achievable priorities within your budget. It …..
Discover our top 7 recommended different types of marketing plan options for developing and streamlining your marketing planning activities Planning is a must for any business that wants to succeed, but choosing the right type of plan to define your …..
11/08/2019 to 04/16/2020 • Modified 06/24/2024 Request Info
The study of marketing theories and tools to capitalize on buyer behavior through the contexts of Business to Consumer and Business to Business. Elements of the marketing mix (product, place, price, promotion) will be introduced and integrated into a larger marketing conceptual understanding. Analysis of marketing data to recognize ideal market segments, sales predictions and market share will be conducted.
For information regarding prerequisites for this course, please refer to the Academic Course Catalog .
Today, managers in all departments of all organizations, whether they are for-profit or non-profit, must understand the importance of focusing on the customers or constituents being served and on serving them well. This course introduces the student to the major aspects of the marketing process and environment with the emphasis on providing a practical understanding of how they work and how they can be managed to optimize the organization’s goals.
Textbook readings and lecture presentations
Course Requirements Checklist
After reading the Course Syllabus and Student Expectations , the student will then complete the related checklist found in the Course Overview.
Discussions (4)
Discussions are collaborative learning experiences. Therefore, the student will participate in four Discussions. Each Discussion will consist of a (report) Discussion posted by the student addressing the assignment prompt using at least 350 words (not including the required references to support the student’s position) and include at least 2 scholarly citations. The student will also reply to two other students’ Discussions within the Discussion Area. Each reply must be at least 250 words and include at least 1 scholarly citation.
Marketing Plan Assignments (4)
The student will develop an introduction plan and marketing strategy of a new product (or service) from a Fortune 500 company of their choosing. The product concept must be new, not available on the market today, and not an incidental change to an existing product. After obtaining the instructor’s approval of the concept, the student will prepare a marketing plan to introduce the new product. Any deviations from the assignment instructions must be brought to the instructor’s attention before beginning work on the first module: week with no exceptions.
The following assignments are part of the Marketing Plan Assignment:
Marketing Plan: Company Analysis Assignment
Marketing Plan: Situation Analysis Assignment
Marketing Plan: Marketing Strategies Analysis Assignment
Marketing Plan: Final Plan Assignment
Each quiz will cover the Learn material for the assigned module: week. Each quiz will be open-book/open-notes, contain 30 multiple-choice and true/false questions, and have a 45-minute time limit.
Request information.
By submitting my contact information through this form, I agree that Liberty University (including Liberty University Online Academy) and its affiliates may call me about its offerings and other business matters by any phone number I have provided and may provide in the future, including any wireless number, using automated technology.
Get email updates
More than 200 projects and programs to improve travel options for pedestrians and bicyclists are listed in the draft final plan from the Clackamas County Walk Bike Clackamas project.
That plan is now available for public review and comment on the project website .
The public is invited to express their views on which projects and programs are most important to them by taking one or more interactive online surveys through Aug. 15. The surveys offer people the option to comment about specific pedestrian and bike needs in five areas of unincorporated Clackamas County.
Take the surveys:
The Walk Bike Clackamas Plan was developed after a detailed review of current pedestrian and bike infrastructure, data analysis, and extensive input from the public, a community advisory committee and technical specialists. The draft proposals for needed projects and programs encompass all areas of unincorporated Clackamas County.
The draft final report includes:
Recopilamos datos, trabajamos con expertos técnicos y recopilamos comentarios de cientos de miembros de la comunidad. Ahora, queremos conocer sus comentarios sobre los resultados de este estudio y qué considera que es más importante para priorizar.
Revise el borrador del plan .
Las encuestas están abiertas hasta el 15 de agosto.
Encuestas en español:
Senior White House Correspondent, HuffPost
WASHINGTON — Facing blowback against Project 2025 , Donald Trump is now claiming he doesn’t know anything about the right-wing policy and staffing manifesto — even though it was founded by his own former aides to prevent a repeat of the start of his first term when a lack of competent staff led to chaos.
More than half of the authors in the 920-page document, described by critics as an authoritarian playbook , are former Trump White House advisers or current campaign aides. His own campaign press secretary is featured in a Project 2025 recruitment ad, and many of the actual policies have been boiled down and produced into videos Trump has recorded for his Agenda 47. At a Florida rally Tuesday night, Trump publicly praised one of the project’s authors, the former acting director of Immigration and Customs Enforcement during his administration.
“By the way, we’re bringing back Tom Homan,” the coup -attempting former president said to thousands of followers gathered at his golf resort in Doral. “We’re bringing back all of the guys that did such a great job on the border.”
And Trump personally thanked the think tank running Project 2025, the Heritage Foundation, at an April 2022 dinner: “This is a great group, and they’re going to lay the groundwork and detail plans for exactly what our movement will do and what your movement will do when the American people give us a colossal mandate to save America.”
The shoutouts belied his Truth Social post from last week , when he denied any knowledge of Project 2025 or the people who created it.
“I know nothing about Project 2025. I have no idea who is behind it. I disagree with some of the things they’re saying and some of the things they’re saying are absolutely ridiculous and abysmal. Anything they do, I wish them luck, but I have nothing to do with them,” Trump wrote on July 5.
The disavowal came three days after Heritage Foundation President Kevin Roberts hinted at violence while discussing the implementation of Project 2025 in a podcast : “We are in the process of the second American Revolution, which will remain bloodless if the left allows it to be.”
While Project 2025 is only now getting widespread attention, the impetus for its creation actually began eight years ago, when Trump was suddenly the president-elect, with thousands of administration jobs to fill and no plan to do it — primarily because Trump assumed that he was going to lose the 2016 election.
With that working premise, he gave the task of filling the mid- and lower-level political appointments in a potential Trump administration over to the former Republican governor of New Jersey, Chris Christie, who relied upon the same network that had sought out applicants in previous GOP administrations.
But after Trump won, he discarded all of Christie’s work and handed over the project to Vice President-elect Mike Pence, with just weeks to go before inauguration day.
As a result, the new administration for many months went with key jobs either vacant — and therefore being done by career civil servants — or by appointees of Trump’s Democratic predecessor, Barack Obama.
Efforts to enact Trump policies were messy and often ineffective. When Trump wanted to fulfill his campaign promise of a Muslim ban within days of taking office, for example, the person who ended up writing it was Stephen Miller, an anti-immigration activist and former congressional staffer who had suddenly become a top White House adviser. Miller is not a lawyer, and his travel ban was quickly thrown out by the courts.
“Very few politicals were put into key positions,” a high-level Trump White House official — who is now also a Project 2025 participant — complained during a 2019 “background” briefing with reporters.
What’s more, the constant churn of staff entering and fleeing Trump’s administration meant that what brains were there were often drained quickly — to the point that some important White House posts were given to college students who had yet to graduate.
To avoid repeating that scenario, the Heritage Foundation three years ago started creating both a detailed agenda and a list of conservative loyalists who would be willing to take jobs in the next Republican administration. Over time, it brought aboard other conservative and pro-Trump groups and has now produced a plan to radically restructure the federal government, largely by giving a president sweeping new powers — the ability to fire tens of thousands of civil servants , for example, and replace them with political appointees. The pairing of an ideological framework with people capable of pushing it through would make for a far more efficient and effective administration than the one Trump had in his first term.
In response to a HuffPost query about Trump’s disavowal, Heritage Foundation spokeswoman Ellen Keenan said: “As we’ve been saying for more than two years now, Project 2025 does not speak for any candidate or campaign. We are a coalition of more than 110 conservative groups advocating policy and personnel recommendations for the next conservative president. But it is ultimately up to that president, who we believe will be President Trump, to decide which recommendations to implement.”
Amanda Carpenter, a former aide to Texas Republican Sen. Ted Cruz and now a researcher for the United to Protect Democracy group, said Trump’s attempt to distance himself from the effort now is laughable.
“Trump has promised that if he returns to power that he will pardon January 6 rioters, purge civil servants and replace them with loyalists, weaponize the Department of Justice and other agencies against his perceived enemies, and order the military and other federal law enforcement to carry out the biggest deportation operation in history and militarize our streets. His words,” she said. “Project 2025 is simply the plan to make his own rhetoric our reality.”
Trump campaign spokesman Steven Cheung defended Trump’s blanket denial.
“He really doesn’t know what every single former staff member is doing,” Cheung said.
How many of the hundreds of policy proposals contained within Project 2025 — including limiting the use of the abortion drug mifepristone, basing government social services on “biblical” values and eliminating research into climate change — could actually be implemented in a second Trump presidency is an open question.
Trump had a notoriously short attention span during his four years in office, and many of his demands were simply ignored with the knowledge that he was likely to forget about them. For example, his insistence that U.S. aircraft carriers with magnetic launch systems be retrofitted instead with old-fashioned steam catapults was repeatedly ignored after Navy officials tired of explaining to him that such a request would require completely gutting and redesigning the multi-billion dollar ships.
During his 2024 campaign, Trump has made it clear that his focus in a return to the White House will be to seek revenge on those he believes have wronged him, potentially providing the space for high-ranking officials to pursue their own agendas as they see fit.
Democratic President Joe Biden, meanwhile, is using the fresh attention on Project 2025’s radical proposals to attack Trump.
In a social media post from his campaign account on Wednesday, Biden wrote, “Project 2025 will destroy America” and provided a link to the document.
“Despite Donald Trump’s lies, his extreme Project 2025 agenda is written and led by his own inner circle — the same extremists who stacked Trump’s first administration with loyalists and fired anyone who opposed his dangerous instincts, and the same enablers who will help Trump go even further to ‘terminate’ the Constitution, get ‘revenge’ on his enemies, and govern as a ‘dictator on day one’ if he wins this November,” said Biden campaign senior spokesperson Sarafina Chitika.
Rick Wilson, a former Republican consultant who is now with the anti-Trump Lincoln Project, said the Trump campaign team understands how “poisonous” Project 2025 has become to many voters in polling, which he said was behind the decision to distance Trump from it.
He said Trump’s actual plans remain just as Project 2025 has outlined them, as evidenced by the all-capital-letter synopsis of the Republican National Committee’s platform released this week .
“The thing that was put out as the RNC platform was the equivalent of saying to ChatGPT: ‘Rewrite Project 2025 as if Donald Trump was yelling it out at a rally,’” Wilson said.
Trump is set to officially receive the Republican presidential nomination in Milwaukee next week, despite his recent criminal conviction on 34 felony counts following a New York City trial and an additional 54 felony counts he faces in three outstanding federal and state indictments. Trump has yet to be sentenced for his conviction.
More in politics.
As President Joe Biden’s campaign seeks to rebound from his rough debate performance two weeks ago, it has increasingly tried to turn the attention to former President Donald Trump about Project 2025, an expansive conservative plan backed by more than 100 groups for Trump’s potential second administration.
Over the last week, Trump has tried to put some distance between himself and Project 2025.
"I know nothing about Project 2025," he said in a Truth Social post Friday. "I have no idea who is behind it.”
But many of Trump’s key allies have been directly involved in producing the project, which includes a 900-plus page policy road map and personnel database gathered by the Heritage Foundation, the conservative think tank leading the effort.
Trump also spoke highly about the group's plans at a dinner sponsored by the Heritage Foundation in April 2022, saying: “This is a great group, and they’re going to lay the groundwork and detail plans for exactly what our movement will do and what your movement will do when the American people give us a colossal mandate to save America.”
The project’s website bills it as a “governing agenda” that would “pave the way for an effective conservative Administration.”
The website also notes that the project is backed by over 100 conservative organizations , many led by close allies of Trump, including Turning Point USA, the Center for Renewing America, the Claremont Institute, the Family Policy Alliance, the Family Research Council, Moms for Liberty and America First Legal — the latter of which is led by Stephen Miller, a top former Trump adviser.
Former Trump administration officials who have been directly affiliated with Project 2025 include former Office of Management and Budget Director Russ Vought, former acting Defense Secretary Christopher Miller, former Housing and Urban Development Secretary Ben Carson, former deputy chief of staff Rick Dearborn and former Justice Department senior counsel Gene Hamilton.
Vought, one of the key authors of Project 2025, is also the Republican National Committee’s platform policy director.
The RNC this month adopted its official policy platform for the 2024 election cycle, a document that is less conservative than the Project 2025 handbook — including on key issues like abortion .
Despite the differences between the official platform and Project 2025, the Heritage Foundation is intertwined with the RNC and has been for years.
A spokesperson for the Heritage Foundation told NBC News that it will have a sponsored presence at the Republican National Convention in Milwaukee, as it did at the GOP conventions in 2016 and 2012.
The group was also intimately involved with Trump's transition to the White House in 2016. Beginning that August, top Heritage officials — including Ed Meese, Ed Feulner, Bill Walton and Kay Coles James — became key players in identifying personnel to fill out the administration.
The Trump campaign declined to comment on who could be a part of a 2025 transition team. Typically, a party’s nominee selects a transition team several months before the general election.
In a statement to NBC News, Biden campaign spokesperson Sarafina Chitka called Project 2025 "extreme," and said it's, "written and led by [Trump's] own inner circle — the same extremists who stacked Trump’s first administration with loyalists and fired anyone who opposed his dangerous instincts, and the same enablers who will help Trump go even further to ‘terminate’ the Constitution, get ‘revenge’ on his enemies, and govern as a ‘dictator on day one’ if he wins this November. Donald Trump and Project 2025 are one in the same — and they’re both going to lose this November.”
Although the RNC’s official platform and Project 2025 differ, the goals espoused in Project 2025 are similar to some of the campaign promises Trump makes at his rallies.
He has promised to cut the Education Department, mirroring Project 2025’s proposal that “ the federal Department of Education should be eliminated .”
He has also promised to appoint a special prosecutor to investigate Biden, alleging that the justice system under the Biden administration is “two-tiered” and “weaponized.”
Project 2025’s handbook echoes th at , saying the Biden administration has executed an “unprecedented politicization and weaponization of the [Justice] department,” which demands “a comprehensive response from the next Administration.”
Still, Trump’s campaign denies that the authors of Project 2025 are in any way shaping his plans for a potential administration.
Senior campaign advisers Chris LaCivita and Susie Wiles said in a statement last year that “unless a message is coming directly from President Trump or an authorized member of his campaign team, no aspect of future presidential staffing or policy announcements should be deemed official.”
Vaughn Hillyard is a correspondent for NBC News.
Alexandra Marquez is a politics reporter for NBC News.
Advertisement
News Analysis
The attack on former President Donald J. Trump comes at a time when the United States is already polarized along ideological and cultural lines and is split, it often seems, into two realities.
By Peter Baker
Peter Baker has covered the past five presidents.
Follow the latest news on the Trump assassination attempt.
When President Ronald Reagan was shot by an attention-seeking drifter in 1981, the country united behind its injured leader. The teary-eyed Democratic speaker of the House, Thomas P. O’Neill Jr., went to the hospital room of the Republican president, held his hands, kissed his head and got on his knees to pray for him.
But the assassination attempt against former President Donald J. Trump seems more likely to tear America further apart than to bring it together. Within minutes of the shooting, the air was filled with anger, bitterness, suspicion and recrimination. Fingers were pointed, conspiracy theories advanced and a country already bristling with animosity fractured even more.
The fact that the shooting in Butler, Pa., on Saturday night was two days before Republicans were set to gather in Milwaukee for their nominating convention inevitably put the event in a partisan context. While Democrats bemoaned political violence, which they have long faulted Mr. Trump for encouraging, Republicans instantly blamed President Biden and his allies for the attack, which they argued stemmed from incendiary language labeling the former president a proto-fascist who would destroy democracy.
Mr. Trump’s eldest son, his campaign strategist and a running mate finalist all attacked the political left within hours of the shooting even before the gunman was identified or his motive determined. “Well of course they tried to keep him off the ballot, they tried to put him in jail and now you see this,” wrote Chris LaCivita, a senior adviser to the former president.
But the Trump campaign seemed to think better of it, and the post was deleted. A memo sent out on Sunday by Mr. LaCivita and Susie Wiles, another senior adviser, instructed Trump team members not to comment on the shooting.
We are having trouble retrieving the article content.
Please enable JavaScript in your browser settings.
Thank you for your patience while we verify access. If you are in Reader mode please exit and log into your Times account, or subscribe for all of The Times.
Thank you for your patience while we verify access.
Already a subscriber? Log in .
Want all of The Times? Subscribe .
IMAGES
VIDEO
COMMENTS
Since the marketing plan would always be changing based on the PLC, having data the spans over the course of months to years would be essential to have when the marketing plan needs updated. "This is ideal when seeking data meant to establish a variable's pattern over a period of time, particularly over an extended period of time (Soomo, 2020).
Stark, Sarah BUSI 330 Marketing Plan; Marketing Final - essay; Customer Analysis - Part of the CMP group project, we chose UPS and this was my part. BUSI 330 Situation Analysis; BUSI 330 Marketing Plan Assignment; Invictus - For this assignment I talked about coming up with a newer and better version; Related documents. Pestel Analysis - In ...
Final Marketing Plan - Assignment. Assignment. Course. Principles of Marketing (BUSML 3250) 58 Documents. Students shared 58 documents in this course. University ... Final Marketing Plan Jena M. Sidle, Sport Business Management MKT3000: Marketing Concepts and Application (ONLF22) Ohio Christian University Prof. Stephanie Grimes Aug 14, 2022 ...
The marketing plan that you develop will build throughout the course over nine chapters of this textbook. The purpose of Part I of this marketing plan project is twofold: To become familiar with the Marketing Plan Template. To select a company or product for which you will be building the marketing plan throughout the semester.
A marketing plan is a strategic document that outlines marketing objectives, strategies, and tactics. A business plan is also a strategic document. But this plan covers all aspects of a company's operations, including finance, operations, and more. It can also help your business decide how to distribute resources and make decisions as your ...
10 pts. Total points possible for Situation and Company Analysis Assignment: 50 pts. Total points possible for Marketing Plan, Part 1 Assignment (Consists of Company Profile Assignment, Market Segmentation and Targeting Assignment, and Situation and Company Analysis Assignment combined): 100 pts.
The subject for this assignment should be the organization and products and/or services you identified for the Marketing Plan, Parts 1 and 2 Assignments. When you submit this assignment, you should submit it as a complete marketing plan, including all your work from Marketing Plan Assignments, Parts 1 and 2. All elements of your marketing plan ...
The subject for this assignment should be the organization and products and/or services you identified for the Marketing Plan, Parts 1 and 2 Assignments. When you submit this assignment, you should submit it as a complete marketing plan, including all your work from Marketing Plan Assignments, Parts 1 and 2.
Marketing Plan Assignment. Welcome to Laurier Library's Marketing Plan Assignment course guide for BU 352. This guide provides information sources to help you research and analyze each section of the Marketing Plan assignment: Market Trend Analysis, Environmental Analysis, Competitive Analysis, Segmentation Analysis and Consumer Buying ...
You need to have a solid understanding of your target audience before integrating your marketing efforts. Example: If your target audience is executives that spend a lot of time on LinkedIn, focus your social media strategy around placing branded content on LinkedIn. 5. Differentiate with creative content.
Part B: Marketing Strategy Recommendations - Recommend improvements to/additions to/deletions from/continuations of the company's marketing strategy to make it effective for your chosen target segment in achieving your stated positioning (from your STP Plan & Strategy Analysis assignment). What changes, if any, would be
Strategy: Segmentation, Targeting and Positoning (STP) and the tactics forming the 7Ps of the marketing mix. Action: Budget, resourcing including team and tools and marketing technology (Martech) and 90-day action plans. As a marketer, every activity will fall into either an opportunity, strategy, or action.
STUDENT MARKETING PLAN FOR "HONEY POP" "HONEY POP" A Marketing Plan by: Richa Rai Executive Summary. Honey pop is a new ice-cream company head-quartered in Boston, Massachusetts. After carefully analyzing the ice-cream industry and competitor's product, Richa decided market needs a new and healthy twist to traditional ice cream.
RKETING MKT301Marketing Plan GuidebookI. IntroductionYour marketing plan is the major project for. he class and represents the largest part of your grade. Do. ell on this and you will probably do well in the class. Use this guide to plan your proj. ct and as a check list for what you submit for grading. Included in this guide you wi.
Each quiz will be open-book/open-notes, contain 30 multiple-choice and true/false questions, and have a 45-minute time limit. BUSI330: Principles of Marketing 11/08/2019 to 04/16/2020 • Modified ...
that propose alterations to the Proposed 2028 Plan or that ask for explanation of WAPA's decision process while developing the Proposed 2028 Plan. Those responses will be addressed in the Final 2028 Parker-Davis Project Power Marketing Plan (Final 2028 Plan), which WAPA intends to publish in a Federal Register notice in early 2025.
The Walk Bike Clackamas Plan was developed after a detailed review of current pedestrian and bike infrastructure, data analysis, and extensive input from the public, a community advisory committee and technical specialists. The draft proposals for needed projects and programs encompass all areas of unincorporated Clackamas County.
More than half of the authors in the 920-page document, described by critics as an authoritarian playbook, are former Trump White House advisers or current campaign aides.His own campaign press secretary is featured in a Project 2025 recruitment ad, and many of the actual policies have been boiled down and produced into videos Trump has recorded for his Agenda 47.
Although the RNC's official platform and Project 2025 differ, the goals espoused in Project 2025 are similar to some of the campaign promises Trump makes at his rallies.
Group Assignment (Group 4) Marketing Plan. University Canada West MRKT 621 (CAMPUS-Fall22-24) Marketing Management December 11, 2022. Executive Summary Twitter, Inc. is an American company that owns one of the world's leading social media, Twitter.
The final phase of the redevelopment project involves building a new parking garage on the west side of Fourth Street, with construction expected to begin sometime this fall. The garage is ...
The attack on former President Donald J. Trump comes at a time when the United States is already polarized along ideological and cultural lines and is split, it often seems, into two realities.