Mkt500 Outline

MKT500 MARKETING PLAN OUTLINE: Required Sections and GRADING

Although there are many marketing plan websites available to you, to ensure that we have a consistent format, you are asked to provide a Marketing Plan that addresses ten (10) areas.

▪ Executive Summary

▪ Product or Service Description

▪ SWOT Analysis

▪ Target Market

▪ Competitive Analysis

▪ Financial Analysis

▪ Pricing Strategy

▪ Channels Strategy

▪ Integrated Marketing Communications (IMC)

▪ IMC Budget

There is an eleventh area on which your Marketing Plan will be evaluated – demonstrated graduate-level writing. Assessment of your Marketing Plan will be objectively evaluated on the following criteria. Please ensure that your marketing plan provides answers to that which is stated below. Ten percent (10%) of your overall Marketing Plan will be evaluated on your ability to demonstrate graduate-level writing, which includes punctuation, syntax, spelling, and grammar. Review the “SNHU Writing Tips for Success” that your instructor has made available to you.

Executive Summary (10%)

Your Executive Summary is a one to two-page synopsis of your entire Marketing Plan. It is an abstract of that which the reader is about to read.

Key elements include a measurable goal for your marketing plan, i.e., on what will your marketing plan’s success be evaluated in quantitative outcomes. It includes a good Mission Statement -- a standalone paragraph that communicates in what business or industry your company finds itself, as well as one or two of your goals and/or values. When one is done reading the Mission Statement, one should be able to say, “Ah, now I know what this company does”

A good Executive summary includes a brief paragraph that shares specifics about each of the nine sections that follow. Remember that this is a 50,000-foot document. The detail comes later.

Be sure to...