mktg 601 Marketing Management

1. Organizational overview 

a. Name of organization

b. Mission statement, organization’s basic values and philosophy

c. Geographic location

2. SWOTT analysis 

a. Strengths (internal)

b. Weaknesses (internal)

c. Opportunities (external)

d. Threats (external)

e. Trends (external)

3. Marketing research  

    Conduct market research (Required both primary and secondary data)

4. STP (Segmentation, Targeting and Positioning) 

5. Stage of the product life cycle

6. Marketing mix 

7. Marketing Budget ($400,000) 

8. Control/monitor

  Prepare Income Statement (Profit and Loss Account) and Balance Sheet: Present Year plus upcoming 4 years

  Evaluate the effectiveness of your Marketing Plan

Group Marketing Plan  

Students will work in groups (to be assigned by me) to research and write a complete four years marketing plan, for a new venture they are going to establish in Canada.  The marketing plan will count for 30% of your grade.  Since this is a major assignment, please plan your time accordingly. The plan will require you to critically analyze the current environment, client strengths and weaknesses and generate recommendations in light of your budget (e.g., $400,000) and other constraints.  Your paper should be between 15 and 20 pages in length.  Group members will also present their marketing plan to the client, at a day/time to be determined (after your final examination).  This formal presentation must incorporate audio-visual aids.  

The following assessment criteria will be used for written marketing plans:  

Written Content/Development - 50%  

• Content is comprehensive/accurate/persuasive and demonstrates critical thinking.

• Displays an understanding of client and environmental issues.