FMM 457: Final Project Guidelines and Grading Guide Overview The final project for this course is the creation of a marketing plan for a trend or product (to present to a retailer for adoption). In Module Two, you will identify a trend or product to present to a retailer, based on establishing a need in the marketplace. In Module Three, you will describe a target customer and why he or she would want the trend or product, and define the impact on local and global industries. In Module Four, you will assess major competition and draft solutions to attract target customers. In Module Five, you will analyze any potential challenges in bringing this trend to the market, as well as opportunities. In Module Six, you will define how to market and brand this trend or product. By Module Seven, bring everything together in a five- to seven-page final paper (using APA citations) and create a marketing plan that summarizes coursework up to this point by identifying the specific details of the plan (branding, social media, traditional media), how these details will help make a trend or product appeal to a target customer, and what can be done to get a trend or product recognized. The final product represents an authentic demonstration of competency because it presents the student work in an original marketing plan for a trend or product. The project is divided into six milestones, which will be submitted at various points throughout the course to scaffold learning and ensure quality final submissions. These milestones will be submitted in Modules Two, Three, Four, Five, and Six. The final marketing plan will be submitted in Module Seven. Outcomes The marketing plan helps students to meet the following course outcomes: 1. Students will demonstrate an understanding of the importance of designing qualitative and quantitative studies to address management issues or to examine business opportunities in the fashion-merchandising arena. 2. Students will understand the difficulties involved in developing new trends in the fashion industry. 3. Students will demonstrate an understanding of the difficulty involved in developing a sustainable and efficient supply chain system in the fashion industry. Guidelines Milestone One: Identify a Trend or Product In task 2-3, you will submit two to three pages that identify a trend or product to be presented for adoption to a retailer. First, describe the trend or product in detail as well as the opportunity gap currently present in the fashion marketplace. Then, answer the following questions: Is there anything else currently in the local market similar to the trend or product you have identified? Who would benefit from the new trend or product? Can the identified trend or product be adopted globally or only in a specific locale or region? To complete this task, be sure to refer to and integrate all of the ideas and concepts learned thus far from the resources and discussions in Modules One and ...

1. FMM 457: Final Project Guidelines and Grading Guide
Overview
The final project for this course is the creation of a marketing
plan for a trend or product (to present to a retailer for
adoption). In Module Two, you will identify a
trend or product to present to a retailer, based on establishing a
need in the marketplace. In Module Three, you will describe a
target customer and why he or
she would want the trend or product, and define the impact on
local and global industries. In Module Four, you will assess
major competition and draft solutions
to attract target customers. In Module Five, you will analyze
any potential challenges in bringing this trend to the market, as
well as opportunities. In Module Six,

2. you will define how to market and brand this trend or product.
By Module Seven, bring everything together in a five- to seven-
page final paper (using APA
citations) and create a marketing plan that summarizes
coursework up to this point by identifying the specific details of
the plan (branding, social media,
traditional media), how these details will help make a trend or
product appeal to a target customer, and what can be done to get
a trend or product recognized.
The final product represents an authentic demonstration of
competency because it presents the student work in an original
marketing plan for a trend or
product. The project is divided into six milestones, which will
be submitted at various points throughout the course to scaffold
learning and ensure quality final
submissions. These milestones will be submitted in Modules
Two, Three, Four, Five, and Six. The final marketing plan will
be submitted in Module Seven.
Outcomes
The marketing plan helps students to meet the following course
outcomes:
1. Students will demonstrate an understanding of the importance
of designing qualitative and quantitative studies to address
management issues or to
examine business opportunities in the fashion-merchandising
arena.
2. Students will understand the difficulties involved i n
developing new trends in the fashion industry.
3. Students will demonstrate an understanding of the difficulty
involved in developing a sustainable and efficient supply chain
system in the fashion
industry.

3. Guidelines
Milestone One: Identify a Trend or Product
In task 2-3, you will submit two to three pages that identify a
trend or product to be presented for adoption to a retailer. First,
describe the trend or product in
detail as well as the opportunity gap currently present in the
fashion marketplace. Then, answer the following questions: Is
there anything else currently in the
local market similar to the trend or product you have identified?
Who would benefit from the new trend or product? Can the
identified trend or product be
adopted globally or only in a specific locale or region? To
complete this task, be sure to refer to and integrate all of the
ideas and concepts learned thus far from
the resources and discussions in Modules One and Two. The
milestone should be submitted as a Word document with APA
citations. The task will be graded
with the Trend or Product Rubric.

4. Milestone Two: Describe a Target Customer
In task 3-3, you will submit two to three pages that illustrate,
describe, and define the target customer for the trend or product
identified in Module Two. Clearly
illustrate who your target customer is and describe why he or
she would want to buy your trend or product. Also, define the
need for your trend or product in the
local marketplace. Make sure you include information on how it
could be used in the global marketplace. The milestone should
be submitted as a Word
document with APA citations. The task will be graded with the
Target Customer Rubric.
Milestone Three: Assess Major Competition
In task 4-3, you will submit two to three pages that, while
keeping the target customer in mind, will define and assess the
major competition for the trend or
product identified in Module Two. Who are the major
competitors already existing and operating in the marketplace?
Who might be a potential competitor in
the near future? What, if anything, would be done to deter
consumers from purchasing from the competition? How could
attention, customers, and business be
attracted away from the competition? This milestone should be
submitted as a Word document with APA citations. The task
will be graded with the Major
Competition Rubric.
Milestone Four: Analyze Potential Challenges
In task 5-3, you will submit two to three pages that analyze
what is believed to be the biggest potential challenges when

5. bringing to market the trend or product
identified in Module Two. Describe in detail how to address
these challenges for the target customer as well as how to
handle challenges from the competition.
In addition, describe how to overcome these challenges and
potentially use them to the trend’s or product’s benefit. Identify
any copyright or trademark issues
that might be encountered and ways to effectively deal with
such issues. Lastly, how can it be ensured that someone else’s
copyright or trademark is not being
used during the design of a trend or product? The milestone
should be submitted as a Word document with APA citations.
The task will be graded with the
Potential Challenges Rubric.
Milestone Five: Define Marketing and Branding
In task 6-3, you will submit two to three pages that define how
to market and brand a trend or product. Draft out a minimum of
three key marketing and
branding strategies. If there are symbols or logos to be used to
market or brand the trend or product, define what they are.
Summarize marketing or branding
strategies by pinpointing the trend or product, the target
customer, the challenges, and the opportunities. This milestone
should be submitted as a Word
document with APA citations. The task will be graded with the
Marketing and Branding Rubric.
A Marketing Plan for a T rend or Product (to Present to a
Retailer for Adoption)
In task 7-3, you will submit five to seven pages that represent a
marketing plan for a trend or product (to present to a retailer for
adoption). The marketing plan
identifies, describes, evaluates, and analyzes the important
points that must be addressed to bring a trend or product idea to
market. This final paper should

6. incorporate everything from Milestones One through Five,
revised and streamlined into five to seven pages for the final
marketing plan.
fulfill a need within the local marketplace and the global
marketplace as well? Describe the
target customer: What makes the trend or product desirable to
this target customer?
over clients and business from the competition?
draft solutions: What are the
challenges of bringing the trend or product to market, and how
can the trend or product overcome
these challenges? Create and describe a marketing plan: What
are the specific details of the marketing plan (branding, social
media, traditional media),

7. how will these details help make a trend or product appeal to a
target customer, and what can be done to get a trend or product
recognized?
This final research paper, the marketing plan for a trend or
product (to present to a retailer for adoption), should be
submitted as a Word document with APA
citations. The task will be graded with the Final Product Rubric.
Deliverable Milestones
Milestone Deliverables Module Due Grading
1 Identify a Trend or Product Two Graded separately; Trend or
Product Rubric
2 Describe a Target Customer Three Graded separately; Target
Customer Rubric
3 Assess Major Competition Four Graded separately; Major
Competition Rubric
4 Analyze Potential Challenges Five Graded separately;
Potential Challenges Rubric
5 Define Marketing and Branding Six Graded separately;
Marketing and Branding Rubric
6 Final Paper: A Marketing Plan for a
Trend or Product
Seven Graded separately; Final Product Rubric

8. Trend or Product Rubric (Milestone One)
Requirements of submission: Written components of project
must follow these formatting guidelines when applicable:
double spacing, 12-point Times New
Roman font, 1-inch margins, and discipline-appropriate
citations. This paper should be two to three pages in length.
Critical Elements Exemplary (100%) Proficient (85%) Needs
Improvement (55%) Not Evident (0%) Value
Description of Trend
or Product and
Opportunity Gap
Provides a detailed and

9. insightful description of the
trend or product and
opportunity gap for the trend or
product
Provides a detailed description
of the trend or product and the
opportunity gap for the trend or
product
Provides a minimal description
of the trend or product and the
opportunity gap with few
details
Does not describe the trend or
product or opportunity gap
30
Marketability
Analysis
Demonstrates a comprehensive
and thoughtful exploration of
issues and ideas when analyzing
the marketability of the trend
and answers all of the questions
posed in the task description
Demonstrates a thoughtful
exploration of issues and ideas
when analyzing the
marketability of the trend and
answers most of the questions
posed in the task description

10. Attempts an exploration of
issues and ideas when analyzing
the marketability of the trend
and answers some of the
questions posed in the task
description
Does not explore issues and
ideas when analyzing the
marketability of the trend; does
not answer the questions in the
task description
30
Course Concept
Integration
Effectively incorporates the
majority of relevant course
concepts and ideas, applying
the information to the trend
description and analysis
Incorporates numerous course
concepts and ideas, applying
the information to the trend
description and analysis
Incorporates a few course
concepts and ideas, minimally
applying the information to the
trend description and analysis
Does not incorporate course

11. concepts and ideas; does not
apply information to the trend
description and analysis
30
Writing
(Mechanics)
No errors related to
organization, grammar, and
style
Minor errors related to
organization, grammar, and
style
Some errors related to
organization, grammar, and
style
Major errors related to
organization, grammar, and
style
10
Earned Total 100%
Target Customer Rubric (Milestone Two)
Requirements of submission: Written components of project
must follow these formatting guidelines when applicable:
double spacing, 12-point Times New
Roman font, 1-inch margins, and discipline-appropriate
citations. This paper should be two to three pages in length.

12. Critical Elements Exemplary (100%) Proficient (85%) Needs
Improvement (55%) Not Evident (0%) Value
Target Customer
Illustration
Provides a highly detailed,
effective illustration of the
target customer, including
extensive demographic and
psychosocial characteristics
Provides a detailed illustration
of the target customer,
including numerous
demographic and psychosocial
characteristics
Provides a minimal illustration
of the target customer,
including only a few

13. demographic and psychosocial
characteristics
Does not illustrate the target
customer
30
Trend or Product
Description
Coherent and well-thought-out
description of why the target
customer would buy the trend
or product
Coherent description of why the
target customer would buy the
trend or product
Attempts and struggles to
coherently describe why the
target customer would buy the
trend or product
Does not describe why the
target customer would buy the
trend or product
30
Definition of
Marketplace Need
Clearly and insightfully defines
the need for the trend or

14. product in marketplaces both
local and global
Clearly defines the need for the
trend or product in
marketplaces both local and
global
Attempts to define the need for
the trend or product in
marketplaces both local and
global
Does not define the need for
the trend in any marketplace
30
Writing
(Mechanics)
No errors related to
organization, grammar, and
style
Minor errors related to
organization, grammar, and
style
Some errors related to
organization, grammar, and
style
Major errors related to
organization, grammar, and
style

15. 10
Earned Total 100%
Major Competition Rubric (Milestone Three)
Requirements of submission: Written components of project
must follow these formatting guidelines when applicable:
double spacing, 12-point Times New
Roman font, 1-inch margins, and discipline-appropriate
citations. This paper should be two to three pages in length.
Critical Elements Exemplary (100%) Proficient (85%) Needs
Improvement (55%) Not Evident (0%) Value
Major Competition
Definition
Identifies the major
competition in detail,

16. insightfully defining and
assessing who they are in the
present marketplace, who they
might be in the near future, and
why they are perceived as such
Identifies the major
competition in detail, defining
and assessing who they are in
the present marketplace, who
they might be in the near
future, and why they are
perceived as such
Minimally identifies the major
competition, attempting to
define and assess who they are,
who they might be, and why
they are perceived as such
Does not identify your major
competition; does not define or
assess who they are
30
Description of
Deterrence
Effectively describes what
would be done to deter
consumers from purchasing
from the competition
Describes what would be done
to deter consumers from

17. purchasing from the
competition
Minimally describes what would
be done to deter consumers
from purchasing from the
competition
Does not describe what would
done to deter consumers from
purchasing from the
competition
30
Attracting Attention
Explanation
Comprehensively explains how
to attract attention, customers,
and business away from the
competition, expressing
multiple ideas and enticements
for and to the target customer
Explains how to attract
attention, customers, and
business away from the
competition, expressing some
ideas and enticements for and
to the target customer
Minimally explains how to
attract attention, customers,
and business away from the
competition, expressing very

18. few ideas and enticements for
and to the target customer
Does not explain how to attract
attention, customers, and
business away from the
competition; does not express
any ideas and enticements for
and to the target customer
30
Writing
(Mechanics)
No errors related to
organization, grammar, and
style
Minor errors related to
organization, grammar, and
style
Some errors related to
organization, grammar, and
style
Major errors related to
organization, grammar, and
style
10
Earned Total 100%

19. Potential Challenges Rubric (Milestone Four)
Requirements of submission: Written components of project
must follow these formatting guidelines when applicable:
double spacing, 12-point Times New
Roman font, 1-inch margins, and discipline-appropriate
citations. This paper should be two to three pages in length.
Critical Elements Exemplary (100%) Proficient (85%) Needs
Improvement (55%) Not Evident (0%) Value
Analysis of Potential
Challenges
Comprehensively analyzes both
the challenges for bringing a
trend or product to a target
customer and the challenges
from competition, using specific

20. details
Analyzes both the challenges
for bringing a trend or product
to a target customer and the
challenges from competition,
using some details
Minimally analyzes the
challenges for bringing a trend
or product to a target customer
and the challenges from
competition
Does not analyze challenges 30
Addressing
Challenges
Description
Insightfully describes what to
do to overcome challenges and
potentially use them to the
benefit of a trend or product
Describes what to do to
overcome challenges and
potentially use them to the
benefit of a trend or product
Minimally describes what to do
to overcome challenges and
potentially use them to the
benefit of a trend or product
Does not describe what to do to

21. overcome challenges and use
them to the benefit of a trend
or product
30
Copyright and
Trademark Analysis
Effectively analyzes any
copyright or trademark issues
that might be encountered and
conclusively details how to deal
with them
Analyzes any copyright or
trademark issues that might be
encountered and details how to
deal with them
Attempts but struggles to
analyze any copyright or
trademark issues that might be
encountered and struggles to
logically detail how to deal with
them
Does not analyze any copyright
or trademark issues; does not
detail how to deal with them
30
Writing
(Mechanics)

22. No errors related to
organization, grammar, and
style
Minor errors related to
organization, grammar, and
style
Some errors related to
organization, grammar, and
style
Major errors related to
organization, grammar, and
style
10
Earned Total 100%

23. Marketing and Branding Rubric (Milestone Five)
Requirements of submission: Written components of projects
must follow these formatting guidelines when applicable:
double spacing, 12-point Times New
Roman font, 1-inch margins, and discipline-appropriate
citations. This paper should be two to three pages in length.
Critical Elements Exemplary (100%) Proficient (85%) Needs
Improvement (55%) Not Evident (0%) Value
Draft of Marketing
and Branding
Strategies
Comprehensively drafts a
minimum of three key
marketing or branding
strategies for the trend or
product using specific details
Drafts a minimum of three key
marketing or branding
strategies for the trend or
product using some details
Attempts but struggles to draft
a minimum of three key
marketing or branding
strategies for the trend or
product

24. Does not draft a minimum of
three key marketing or branding
strategies for the trend or
product
30
Definition of
Symbols or Logos
Creatively and accurately
defines symbols or logos to be
used to help market or brand a
trend or product
Accurately defines symbols or
logos to be used to help market
or brand a trend or product
Minimally and/or inaccurately
defines symbols or logos to be
used to help market or brand a
trend or product
Does not define symbols or
logos to be used to help market
or brand a trend or product
30
Summary of
Marketing or
Branding Strategies
Comprehensively summarizes

25. marketing or branding
strategies by clearly pinpointing
the trend or product, target
customer, challenges, and
opportunities
Summarizes marketing or
branding strategies by
pinpointing the trend or
product, target customer,
challenges, and opportunities
Minimally summarizes
marketing or branding
strategies
Does not summarize marketing
or branding strategies
30
Writing
(Mechanics)
No errors related to
organization, grammar, and
style
Minor errors related to
organization, grammar, and
style
Some errors related to
organization, grammar, and
style

26. Major errors related to
organization, grammar, and
style
10
Earned Total 100%

27. Final Product Rubric
Format: Written components of projects must follow these
formatting guidelines when applicable: double spacing, 12-point
Times New Roman font, 1-inch
margins, and discipline-appropriate citations. This paper should
be five to seven pages in length.
Critical Elements Exemplary (100%) Proficient (85%) Needs
Improvement (55%) Not Evident (0%) Value
Identification of a
Trend or Product
Insightfully identifies a trend or
product and how the trend or
product fulfills a need within
both the local and the global
marketplace using specific
details
Identifies a trend or product
and how the trend or product
fulfills a need within both the
local and the global
marketplace using some

28. Minimally identifies a trend or
product and how the trend or
product fulfills a need within
both the local and the global
marketplace
Does not identify a trend or
product and how the trend or
product fulfills a need within
both the local and the global
marketplace
15
Description of the
Target Customer
Effectively and thoroughly
describes the target customer
and what makes the trend or
product desirable to this
customer
Thoroughly describes the target
customer and what makes the
trend or product desirable to
this customer
Inconclusively describes the
target customer and what
makes the trend or product
desirable to this customer
Does not describe the target
customer and what makes the
trend or product desirable to

29. this customer
15
Assessment of Major
Competition
Accurately and
comprehensively assesses the
competition and how the trend
or product will win over clients
and business from this
competition
Comprehensively assesses the
competition and how the trend
or product will win over clients
and business from this
competition
Minimally and/or inaccurately
assesses the competition and
how the trend or product will
win over clients and business
from this competition
Does not assess the
competition and how the trend
or product will win over clients
and business from this
competition
15
Analysis of Potential
Challenges

30. Conclusively analyzes the
challenges of bringing the trend
or product to market and how
such challenges can be
overcome
Analyzes the challenges of
bringing the trend or product to
market and how such
challenges can be overcome
Inconclusively analyzes the
challenges of bringing the trend
or product to market and how
such challenges can be
overcome
Does not conclusively analyze
the challenges of bringing the
trend or product to market and
how such challenges can be
overcome
15
Definition of
Marketing and
Branding
Effectively defines how to
market and brand the trend or
product with a minimum of
three strategies and supports a
recommendation for the best

31. strategy
Defines how to market and
brand the trend or product with
a minimum of three strategies
and supports a
recommendation for the best
strategy
Ineffectively defines how to
market and brand the trend or
product with a minimum of
three strategies and does not
sufficiently support a
recommendation for the best
strategy
Does not define how to market
and brand the trend or product
with a minimum of three
strategies and does not
recommend a strategy
15

32. Identification of
Marketing Details
and Recognition
Strategy
Effectively identifies how the
marketing plan will make a
trend or product appeal to a
target customer and what
strategy or strategies can be
employed to get a trend or
product recognized
Identifies how the marketing
plan will make a trend or
product appeal to a target
customer and what strategy or
strategies can be employed to
get a trend or product
recognized
Minimally identifies how the
marketing plan will make a
trend or product appeal to a
target customer and what
strategy or strategies can be

33. employed to get a trend or
product recognized
Does not identify how the
marketing plan will make a
trend or product appeal to a
target customer and what
strategy or strategies can be
employed to get a trend or
product recognized
15
Control of Syntax and
Mechanics
Adheres to the conventions of
grammar, punctuation, spelling,
mechanics, and usage with no
errors
Adheres to the conventions of
grammar, punctuation,
mechanics, and usage with few
errors
Adheres to the conventions of
grammar, punctuation,
mechanics, and usage with
some errors
Adheres to the conventions of
grammar, punctuation,
mechanics, and usage with
many errors

34. 10
Earned Total 100%
FMM 457: Final Project Guidelines and Grading Guide
Overview Outcomes Guidelines Milestone One: Identify a Trend
or Product Milestone Two: Describe a Target Customer
Milestone Three: Assess Major Competition Milestone Four:
Analyze Potential Challenges Milestone Five: Define
Marketing and Branding A Marketing Plan for a T rend or
Product (to Present to a Retailer for Adoption) Deliverable
Milestones Trend or Product Rubric (Milestone One) Target
Customer Rubric (Milestone Two) Major Competition Rubric
(Milestone Three) Potential Challenges Rubric (Milestone Four)
Marketing and Branding Rubric (Milestone Five) Final Product
Rubric