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Research Project
Marketing
CONTENTS
OVERVIEW
2
PROCESS
2
GRADING RUBRIC
6
SUBMITTING YOUR PROJECT
8
© PENN FOSTER, INC. 2017
MARKETING
Research Project
PAGE 1
MARKETING
OVERVIEW
Objective
Design and develop a marketing plan for an existing business.
Purpose
The purpose of this project is to give you practice in thinking strategically about marketing and creating a marketing plan. The purpose is also to help you gain experience
incorporating the results of SWOT and STP analyses and applying the principles of the
marketing mix’s four Ps (product, price, place, and promotion), using an example of a real
organization.
PROCESS
Before starting your marketing plan, review the section “The Marketing Plan” on pages
36–51 of your textbook. Study the five steps in the process and take note of the provided
examples. Then, read Appendix 2A, “Writing a Marketing Plan,” on pages 63–81. You’ll
get great insight into what’s included in a marketing plan, and you’ll study an example of
one that features callouts highlighting important, must-know information.
Once you’ve done your research, select one of the following businesses and product
lines on which to base your marketing plan:
1. Apple Inc., focusing on the iPhone series
2. Nike Inc., focusing on men’s shoes and sneakers
3. Starbucks Corporation, focusing on coffee products (no food)
© PENN FOSTER, INC. 2017
MARKETING
Research Project
PAGE 2
Research
Once you’ve chosen the business for which you want to build a marketing plan, you’ll
need to research the company to complete the different parts of the marketing plan. You
should start by looking at the company’s website to note the products it offers and their
prices, current advertising and public relations efforts, mission statements, and any other
useful information.
After viewing the company’s website, you’ll need to find additional articles and expert
analyses of the company’s previous and current marketing efforts, as well as any competitors’ marketing efforts. These will help you as you form the strategic objectives, SWOT
analysis, and STP analysis outlined in the next section. These materials may not come
from a traditional scholarly source, especially if they’re very recent, but the sources
should be reputable, such as marketing journals, magazines, or news outlets. Most of the
resources will have their materials available online for free. The research you find should
be incorporated into your marketing plan in for the form of MLA in-text citations, and you
must list your sources with full MLA bibliographic citation on a separate Works Cited
page. Three to five sources are required.
The Marketing Plan
Your marketing plan should be a Microsoft Word document that includes 1-inch margins,
12-pt Times New Roman font, and is double-spaced. Add the following header information on the first page:
1. Your name
2. Your student number
3. The course name (MKT301 Marketing)
4. Project number (08050700)
5. The name of the business you’ve chosen followed by the words “Marketing Plan”
(for example, “Nike Marketing Plan”)
6. The date
Your marketing plan will begin two lines below the header information. Each of the following
represents a section that must be clearly identified in your plan.
© PENN FOSTER, INC. 2017
MARKETING
Research Project
PAGE 3
Executive Summary
Write two paragraphs about the business as if describing it to someone who knows nothing about it. For example, what type of business is it? What need or want does it hope
to fulfill for consumers? What prime benefit does it offer? What products or services
does the business provide? Where is it located? Who are the employees? When does it
receive most of its customers? What’s its marketing budget? See page 68 in your textbook for an example.
Strategic Objectives
In this section, you’ll write a broad description in one to two paragraphs of the business’s
marketing objectives and the scope of the activities it plans to undertake. What’s the
business’s mission? What goals does the business hope to achieve via marketing? What
does the business intend to do to accomplish those goals? Review pages 37–38 in your
textbook, and see pages 69–70 for an example.
SWOT Analysis
Identify the business’s strengths, weaknesses, opportunities, and threats. List three
things the business does well, three areas it could improve in, three things working in the
business’s favor or to its advantage, and three ways the external environment negatively
impacts or may impact the business. Review pages 38–40 in your textbook, and see
pages 73–74 for an example.
STP Analysis
Identify the business’s consumer base in three paragraphs. Who are its potential customers? What are their ages, genders, and interests? What do they each want and need
in regard to the business’s products or services? Decide which customers you intend to
target and how the business wants to be positioned within the targeted segments. How
will you reach those targeted customers? What’s the message you want them to receive
about the business’s products or services? Review pages 40–42 and Chapter 9 in your
textbook, and see page 76 for an example.
© PENN FOSTER, INC. 2017
MARKETING
Research Project
PAGE 4
Marketing Mix
You’ll address the four Ps—product, price, place, and promotion—of the marketing mix
in this section. Review pages 43–44 and Sections 4–7 in your textbook, and see pages
76–77 for an example. Then, in four paragraphs, address each of the following:
1. Products/Services Offered: What products or services need to be developed so
that the target audience will perceive them as valuable enough to buy?
2. Price: How will the business price these goods so that customers believe they
received a fair deal?
3. Place or Distribution: Where will the products/services be sold, and what methods
will be used when selling them?
4. Promotion: How does the business plan to get word out about these products or
services? What allocated resources are needed for marketing efforts to be put in
place and successful?
Performance Evaluation Metrics
In the final section, you’ll explain, in one to two paragraphs, how and when the business
will know that it has achieved its marketing objectives. What marketing metrics will be
used? Review pages 44–51 in your textbook, and read pages 79–81 for an example.
© PENN FOSTER, INC. 2017
MARKETING
Research Project
PAGE 5
GRADING RUBRIC
In total, your project is worth 100 points and will be graded on the criteria found in the
rubric that follows.
Marketing
Graded Project
Exemplary
Proficient
Fair
Poor
Not
Shown
10–8
7–6
5–4
3–1
0
10–8
7–6
5–4
3–1
0
15–12
11–9
8–5
4–1
0
10–8
7–6
5–4
3–1
0
Section 1:
Executive Summary
Includes detailed paragraphs about the business
as if describing it to someone who knows nothing
about it
Section 2:
Strategic Objectives
Includes a broad description in one to two paragraphs of the business’s
marketing objectives and
the scope of the activities it
plans to undertake
Section 3:
SWOT Analysis
Lists three things the
business does well, three
areas it could improve in,
three things working in the
business’s favor or to its
advantage, and three ways
the external environment
negatively impacts or may
impact the business
Section 4:
STP Analysis
Identifies, in at least three
paragraphs, the business’s
consumer base, the customers it tends to target,
and how the business
wants to be positioned
within the targeted segments
Continued
© PENN FOSTER, INC. 2017
MARKETING
Research Project
PAGE 6
Exemplary
Proficient
Fair
Poor
Not
Shown
15–12
11–9
8–5
4–1
0
10–8
7–6
5–4
3–1
0
10–8
7–6
5–4
3–1
0
Section 5: Marketing Mix
Addresses in at least four
paragraphs:
1. Products/Services
Offered. What products or
services need to be developed so that the target audience will perceive them
as valuable enough to buy?
2. Price. How will the business price these goods so
that customers believe they
received a fair deal?
3. Place or Distribution.
Where will the products/
services be sold, and what
methods will be used when
selling them?
4. Promotion. How does
the business plan to get
the word out about these
products or services? What
allocated resources are
needed for marketing efforts to be put in place and
successful?
Section 6: Performance
Evaluation Metrics
Explains, in one to two
paragraphs, how and when
the business will know that
it has achieved its marketing objectives and what
marketing metrics will be
used
Spelling, Grammar, and
Mechanics
Uses correct grammar,
spelling, punctuation, and
sentence structure
Includes proper paragraphs, no typographical
errors, and appropriate and
correct words
Continued
© PENN FOSTER, INC. 2017
MARKETING
Research Project
PAGE 7
Exemplary
Proficient
Fair
Poor
Not
Shown
10–8
7–6
5–4
3–1
0
10–8
7–6
5–4
3–1
0
Formatting
Includes six sections
clearly separated within the
Word document, proper
formatting, and all correct
information required on the
first page
References and Citations
Includes three to five references within the marketing
plan, proper MLA citation,
and a separate Works
Cited page
SUBMITTING YOUR PROJECT
Your marketing plan must be submitted as a Word document (.docx, .doc).
Your project will be individually graded by your instructor and therefore will take up to a
few weeks to grade.
Be sure that each of your files contains the following information:
n
Your name
n
Your student ID number
n
The lesson number (08050700)
n
Your email address
To submit your research project, follow these steps:
1. Go to http://www.pennfoster.edu.
2. Log in to your student portal.
3. Click on Take Exam next to the lesson you’re working on.
4. Follow the instructions provided to complete your exam.
Be sure to keep a backup copy of any files you submit to the school!
© PENN FOSTER, INC. 2017
MARKETING
Research Project
PAGE 8
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