28 Jun MKTG340 course project all parts
Question
Week 1 Assignment
Select a company from the Fortune 1000 list for which you will develop a digital marketing plan for a new product or service that the company does not currently offer. (example: Sony 3D TV, Redbox Online Movies, Apple at-home computer repair service). The company must not currently offer the product or service or have an Internet presence for the product or service, because it will be your task to develop these strategies.
Post your company and new product or service for professor approval in the Week 1 Discussion Course Project Selection topic area. Note that multiple individuals will not be permitted to study the same business. In case of duplicate requests, companies will be approved first come, first served.
Week 2 Assignment
Create at least six slides to communicate your analysis of the company’s current strategy. Follow the outline below.
Title/Cover Slide:
Student name, company name, product or service name, date, course number
Executive Summary:
Key problems or issues that the marketing plan will solve
Describe the goals of the marketing plan.
Company Analysis:
Brief background on the business (products, services, target market, brand image)
Objectives or Mission Statement:
Business model(s) currently used
Current marketing situation analysis
Market or industry analysis (size, growth, trends)
Value chain analysis: How does the company deliver value currently?
Customer segmentation (customer base: demographics, psychographics, geographics)
Competitor analysis (existing competition, potential competitors, product substitutes)
Customer life cycle stage analysis
Positioning statement for the new product
SWOT Analysis:
Business strengths
Business weaknesses
Business opportunities
Business threats
Company’s Current Digital Marketing Efforts:
A discussion of the firm’s Internet business model, including a concise statement of its value proposition and its Internet revenue streams
Digital marketing strategies (e.g., website, online advertising, use of social media, e-mail, search)
Customer service, acquisition, and retention strategies
Overall marketing strategy
Integration of web presence into overall marketing strategy
Offline approaches
Marketing relationship objectives from the customer relationship management
Data acquisition, management, and use
Current performance, metrics, and evaluation
Social and regulatory issues
Any other relevant issues or topics
Week 4 Assignment
Add at least three more slides to your presentation, adding details to your marketing plan and making recommendations about how the company should implement your plan. Follow the outline below.
Digital Marketing Objectives and Strategies:
Describe how your marketing plan will contribute to helping the company achieve its objectives.
Define the objectives or goals of the marketing plan.
Define the scope: the corporate or organizational, strategic business unit, or brand level, usually depending on the size of the organization.
Describe the overview of intended product or service, pricing, promotion, and distribution strategies.
Action Plan: detailed suggestions you would like the company to follow, including but not limited to the following.
Business and revenue model(s) for your product or service
4 Ps (product, pricing, place, and promotion)
Website strategy for product or service (design, features, functionality, usability)
Target market: customer selection, segmentation, and targeting
Online or offline integration of marketing communications plan, including search, social, e-mail and web design elements, as well as relevant offline elements
Customer service and relationship management
Customer acquisition, conversion and retention plans as appropriate based on objectives
Detail on social media activities, mass media, and other online secondary (as needed to support social media program)
Distribution or fulfillment of marketing messages, material, incentives, and so forth
Quality and customer service as required to execute this plan
Technological infrastructure and data requirements as required to execute this plan
Social and regulatory issues
Other relevant issues or topics
Control, Feedback, and Financial Analysis:
Performance measurement: describe the metrics you will use to evaluate performance.
Define customer lifetime value (CLV) and return on investment (ROI).
Performance metrics must match precisely to marketing objectives. Be specific—what metrics, and how they will be collected.
Week 6 Assignment
Submit a rough draft of your entire presentation, including the slides you created for the Weeks 2 and 4 submissions. Add additional slides as needed to assure that you have provided all information requested on the Course Project outline. Be sure that you do the following.
Include citations in a reference section for each information source. Any source not indicated in the reference section opens you to charges of plagiarism.
Include an appendix at the end of the deck for supporting materials (tables, graphics, figures, screenshots).
Limit the number of slides to 20 total.
Communication and readability: The deck should have a logical flow, be easy to follow, avoid grammatical mistakes, and use rules of 3 and 7×7.
Charts, tables, and figures: Intersperse relevant charts, tables, and figures in the report to illustrate your results. Refer to the charts, tables, and figures in the body of the report. Charts, tables, and figures count towards the total number of pages.
Week 8 Assignment
Submit the final draft of your entire presentation, including the slides you created for the Week 6 rough draft submission. Add additional slides as needed to assure that you have provided all information requested on the Course Project outline and incorporated all feedback from your professor. Be sure that you do the following.
Include an appendix at the end of the deck for supporting materials (tables, graphics, figures, screenshots).
Include citations in a reference section for each information source. Any source not indicated in the reference section opens you to charges of plagiarism.
Provide your final project information in no more than 20 slides.
Communication and readability: The deck should have a logical flow, be easy to follow, avoid grammatical mistakes, and use rules of 3 and 7×7.
Charts, tables, and figures: Intersperse relevant charts, tables, and figures in the report to illustrate your results. Refer to the charts, tables, and figures in the body of the report. Charts, tables, and figures count towards the total number of pages
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