This document outlines a 3-part marketing project to be completed over 8 weeks. Part 1, a 2-page topic proposal, is due in Week 1. Students must commit to developing a comprehensive marketing plan for a new business, product, or service. In Week 4, a substantial draft of the marketing plan is due for feedback. The completed marketing plan is due in Week 7 and must be 10-15 pages following APA guidelines. It will require research on building effective marketing plans and addressing financial aspects.

1. THIS IS A 3 PART PROJECT PART 1 IS THE ONLY PART
NEEDED BY TOMORROW. WHOEVER I SELECT NEED TO
COMITT TO ALL 3 PARTS OVER THE COURSE OF 8
WEEKS
Objectives
The Course Project gives students the opportunity to synthesize
all of the concepts in the BUSN319 Marketing course by
applying them to develop a comprehensive marketing plan for a
new business, product, or service.
Introduction
Product innovation and marketing are the only enduring
competitive advantages that companies can use to survive and
thrive in the marketplace. In the next seven weeks, you are
going to participate in designing and writing a marketing plan
for a business, product, or service of your choosing. Your active
participation in this project is essential to building your
understanding of marketing. Also, you can use a well-written
marketing plan to show prospective employers a sample of your
work or pitch your idea to investors who may be interested in
your venture.
A marketing plan is a guide for the marketing activities of an
organization for a specified period of time, typically about 5
years. The plan can be used internally to guide the marketing
activities or it can be used to communicate with external
audiences to raise capital. There are important questions to keep
in mind as you design your plan.
Is the marketing idea valid?
What is unique or distinctive about the product or service that
separates it from substitutes and competitors?
Does a viable market exist for the product or service?
Is the target market large enough, accessible, and capable of
purchasing your product or service?
Are the financial projections sound?
Is the management team competent?

2. How will the investors get their money back with a return on
their investments?
In order to help you answer these questions and many others,
the course provides the following items.
Building an Effective Marketing Plan in Appendix A on page 48
of your textbook (it includes an example of a marketing plan).
Financial Aspects of Marketing in Appendix B on page 368 of
your textbook.
A marketing plan outline (see
Week 4: Draft Marketing Plan
in the
Milestone
section below).
A grading rubric for the marketing plan.
Guidelines
Your final marketing plan should be between 10–15 pages and
must follow all APA guidelines.
In Week 1, you will submit a two-page description of your
business, product, or service for instructor approval of your
topic. In Week 4, you will submit a substantial draft of your
marketing plan for instructor feedback. Your completed
marketing plan is due at the end of Week 7.
Milestones
Week 1: Topic Proposal (20 points)
You will select a topic for the Week 1 assignment, and
thereafter, all related assignments (the draft in Week 4 and the
final marketing plan in Week 7)
MUST
be on the same topic. You may not change your marketing plan
topic without approval from your instructor. Your topic should
be for a business, product, or service that you would like to
start (no multilevel marketing structures or non-profit
organizations, please).
Because this is an applied project and not a research paper,
please do not select a corporation such as Starbucks or Coca-
Cola as your topic.

3. You are to apply the course concepts to this project. If you are
interested in coffee restaurants, for example, you may wish to
select your own cappuccino bar as your topic and then use
information from companies like Starbucks or Seattle's Best
Coffee for ideas and competitive research as you work on your
project. If you have questions about your topic, don’t hesitate to
post them in the Q & A Forum this week.
For Week 1, please write a two-page description of your
company, product, or service. It should be a new business,
product, or service.
Discuss:
Ownership and company structure.
Describe the business, product, or service.
Write your mission statement.
Provide your marketing goals.
The marketing goals must be specific, measurable, actionable,
realistic, and time bound.
Examples…
Company ABC plans to generate 25 leads per week as a result
of our Facebook marketing campaign beginning Oct. 1, 2014.
Company XYZ plans to sell 5,000 widgets for the next fiscal
year.
Discuss who a typical customer might be.
Week 4: Draft Marketing Plan (100 points)
At the end of Week 4, you will submit a substantial draft to
your instructor for grading and feedback. Read Appendix A in
the text.
Be sure to download the
Marketing Plan outline
. It must be used!
It is recommended that you start working on your draft in Week
2 after your instructor has approved your topic. Use the
Marketing Plan outline as a guide to the required content for
your marketing plan. Complete as much as you are able in order
to get a good start and an initial draft ready to submit at the end
of Week 4. Remember, the more you complete on this initial

4. draft the greater the input that the professor can provide. Also,
please include your last name within the document title.
Week 7: Final Marketing Plan (220 points)
Submit your completed Marketing Plan. It should include all
sections listed in the marketing plan outline. It should include
headings for the various sections of the marketing plan. APA
format should be used, and three references are required. Be
sure to list all references that you consult (both print media and
online).
See the Syllabus section “Due Dates for Assignments & Exams”
for due date information.