· Assignment 3 Forced Ranking and TechnologyDue Week 10 and wor.docx

· Assignment 3: Forced Ranking and Technology
Due Week 10 and worth 200 points
In this assignment, you will prepare a presentation in which you
recommend a forced ranking performance evaluation system to
the Director of Human Resources of the organization examined
in Assignment 3.
(Note: You may create and / or make all necessary assumptions
needed for the completion of these assignments. In your original
work, you may use aspects of existing processes from either
your current or a former place of employment. However, you
must remove any and all identifying information that would
enable someone to discern the organization[s] that you have
used.)
Prepare a ten to fifteen (10-15) slide PowerPoint presentation in
which you:
1. Provide a title slide (as indicated in the format requirements
below).
2. Develop a forced ranking performance evaluation system to
improve the overall performance of the selected organization.
3. Prioritize the pros and cons with the greatest impact on the
effectiveness of the forced ranking performance evaluation
system. Provide a rationale for your response.
4. Suggest three (3) key implementation steps for the forced
ranking performance evaluation system.
5. Propose three (3) ways in which the selected organization
could use technology as an enabler for the forced ranking
performance evaluation system.
6. Provide a summary slide which addresses key points of your
paper.
7. Narrate each slide, using a microphone, and indicate what
you would say if you were actually presenting in front of an
audience.
8. Use four (4) external sources to support your responses.

Note: Wikipedia and other Websites do not qualify as academic
resources.
Your assignment must follow these formatting requirements:
. Format the PowerPoint presentation with headings on each
slide and relevant graphics (photographs, graphs, clip art, etc.),
ensuring that the presentation is visually appealing and readable
from eighteen (18) feet away. Check with your professor for any
additional instructions.
. Include a title slide containing the title of the assignment, the
student’s name, the professor’s name, the course title, and the
date. The title slide is not included in the required slide length.
PRINCIPLES OF MARKETING
MKT301
Marketing Plan Guidebook

MKT301 Fall
2017 Marketing Plan Guide
2
Table of Contents
I. Introduction
...............................................................................................
...................... 3
II. Product
Selection.................................................................................
........................... 3
III. The Process

...............................................................................................
............... 4
IV. General
Requirements:.........................................................................
.................... 4
V. Modules
Warning..................................................................................
................... 5
VI. Content for Written Plan:
......................................................................................... 5
The Written Plan
...............................................................................................
.............. 5
The
Presentation............................................................................
.................................. 5
VI. Submission and Due Dates:
.................................................................................... 6
VII. Component Requirements and Examples
............................................................ 6
Product description with feature and benefit analysis
.................................................... 7
Part One - Product Description
................................................................................... 7
Part Two - Features and Benefits
................................................................................ 9

Part Three: SMART Objectives
................................................................................ 10
SWOT Analysis
...............................................................................................
............. 10
SWOT Action plan
...............................................................................................
.... 11
SWOT Example
...............................................................................................
......... 11
Segmentation...........................................................................
...................................... 13
Segmentation example
..............................................................................................
13
Integrated marketing communication
........................................................................... 17
Creative briefs:
...............................................................................................
............... 21
Examples or mock-ups
............................................................................................ ...
... 23
VI.
References..............................................................................

..................................... 23
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I. Introduction
Your marketing plan is the major project for the class and
represents the largest part of
your grade. Do well on this and you will probably do well in the
class. Use this guide to
plan your project and as a check list for what you submit for
grading. Included in this
guide you will find examples of what is expected for each
component. While your project
will benefit from following them, feel free to add your own

ideas and expand on what we
have provided you.
The primary objective for this project is for you to learn some
practical and applied
marketing. The principles covered in the class, and the project,
can be used for many
majors and careers other than marketing.
IMPORTANT NOTE ABOUT BEING REALISTIC:
As part of the objective noted above, it is important that you
keep in mind that this
project is to simulate the launch of a new firm or non-profit.
Therefore, you are starting
with very little in the way of resources or assets. It is very
important that you be realistic
about what your new firm has accomplished, what resources you
have and the available
budget. This is NOT to be a fantasy about a make believe
company! Thus, statements
such as these are not allowed:
“My firm has been endorsed by <insert celebrity name>

“Our product has won <insert award name>
“We have been named the leading product in our class”
ALL of these are false for your new company. However, all of
them are things that you
might aspire to and can include in your planning.
If your instructor sees statements such as these in your
assignments s/he is required
to deduct points for the assignment.
We understand that this project looks daunting and very time
consuming. It is not,
providing that you follow this guide, the examples and stay
current. Other than quizzes,
exams and the weekly discussions this is the majority of the
course work.
Be sure that you retain a copy of your plan for your portfolio to
use in interviews and
future classes, especially for marketing majors.

II. Product Selection
You will be given the option of selecting one of six options for
your marketing plan
product or service. You will find those options in the
PowerPoint in Module 1. Notice
that we have provided you only a very general description of the
product or service. You
are allowed to select a name and to provide the details of your
product. So, imagination is
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allowed and encouraged. Make the project your own! However,
please make note of the
guidelines in the selection PowerPoint.
III. The Process
For those of you who are experienced students, you know that
the common approach to
class projects is for you to procrastinate and then work like
crazy on the project the day

before its due. We are not going to do that. You don’t learn
much and the project quality
invariably suffers. Instead, we are going to do this the way you
eat an elephant – in little
bites with some breaks.
For each of the five components, you will submit a draft on the
due date. The instructor
will provide you with some verbal feedback in D2L and a verbal
evaluation of 1-10. A
lower score means you have some work to do, while a higher
score means you may need
nothing but a few minor corrections. If, and how, you make
those corrections is up to you
based on what you want your final grade to be.
The drafts DO NOT count towards your final grade. They are
for feedback ONLY.
You should not expect detailed feedback – it may be as brief as
referring you back to the
requirements and this document. Grammar and spelling
corrections are at the discretion
of the instructor, but note that they will count for the final

grade. You are expected to be
able to write and spell at a college level at this point in your
degree.
HINT: Have a study buddy proof your documents and consider
an online helper such as
Grammerly.com.
Your grade will be determined by the final product you submit,
which is described below.
IV. General Requirements:
General:
riting is expected
the Chalk and Wire
folder)
Plan Checklist:

- just a place for art, pictures, images –
not required, but nice
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o Includes feature and benefit chart
o Includes 4-5 SMART objectives
- these will vary somewhat depending on your specific
plan, but this is
typical:
o A creative brief for each distinct part of your plan
o Examples of content
o

V. Modules Warning
NOTE: Never attempt any of the assignments for the marketing
plan until you have
completed the related module. Grading will assume that you
have, and can apply, the
information and skills contained in each module.
For many of the assignments there are additional materials in
the related module. You
CANNOT be successful in these assignments without reading
the materials. They are
brief and will provide you considerable help in successfully
completing the assignments.
VI. Content for Written Plan:
There are two major deliverables for the plan:
The Written Plan
The written plan consisting of the five components that you will
do throughout the course
as follows:
M1: Product selection (not graded, but you are not allowed to

submit any components
until you make and post your selection.
M3: Product description with feature and benefit chart
M4: SWOT with action plan
M5: Segmentation
M6: Supply chain plan
M7: IMC with examples and creative briefs
M7: Narrated presentation
The Presentation
A narrated presentation to the class not to exceed eight (8)
minutes in length. You should
assume that you are presenting your plan to a potential investor
or lender – a professional
business audience (think TV’s Shark Tank).
Keys to a successful presentation:
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– enunciation and correct
pronunciation is important
- tell your story
– your classmates
will provide
feedback on your presentation
Your slides should follow this format and sequence:
images
– 2-3 slides
r your SMART objectives
- 4 slides (one each factor)
– 3 slides (one each segment)
– will vary, but commonly 3-5 slides
- you are required to keep a list of all sources

other than the course
materials (text, module content, this guide) used to develop
your plan. Include
these as your final slide.
VI. Submission and Due Dates:
Please see the Syllabus for due dates for each component. For
the final project, the late
penalty is 20% for each day your assignment is late. The day
and time of the submission
to D2L will be used. Submissions, unless approved in advance
or due to exceptional
circumstances (such as weather, military deployment,
documented illness) will not be
accepted after five (5) days and will receive a grade of zero
points.
VII. Component Requirements and Examples
About the examples:
The examples are just that, examples. If you follow these
closely you will typically do
well. However, the examples cannot fit all products and
services. You will probably need

to alter some of the content to fit your product, service or non-
profit. Use the examples as
a guide, not a straight jacket.
Note that the examples are NOT for the same product. We have
provided you with a
variety of products and styles so you can see how other students
have completed the
assignments. The examples all come from student projects.
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Product description with feature and benefit analysis
This section of your marketing plan has THREE parts, both of
which are required.
Part One - Product Description
Describe your product or service concisely, but specifically, in
no more than three (3)
double spaced pages and written in formal business style. The
most important
requirement for this assignment is that after reading it your
instructor has a clear
understanding of your product/service/non-profit, what it does
for the consumer and how
it works or functions.
This is NOT a sales pitch. Do not use this section to promote or
advertise your
product. Product descriptions which do so will be penalized in
grading. Rather, this
is a factual and objective description of your product. Some
information you
typically include:

Note: for services you should adapt the above list to fit an
intangible product. Your
concentration will be what services you provide for your
customers.
Example:
Product Description with Feature and Benefit Analysis
NOTE: This example is for a dog training device called
Invisible Leash. Your description
and FAB chart may vary depending on your product or service.
Note the formatting and
double spacing.
Problem
The active dog owner has a number of options when selecting a

dog training or
containment system that best fits their needs. Do they want a
physical leash? Are they
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concerned about harming the dog? Is the product as mobile as
they are? Dog owners want
the comfort of knowing that wherever they are, they can still
have control of their dog.
They want to jog at the park and take their “best friend” on trips
with them. To this end,
we believe that although the many invisible fences available
fulfill a niche on the market,
research suggests that our product is better equipped for a
mobile, active person.
Team Dog Collar recognizes that our product will not replace
the traditional leash.
Therefore, we will focus our promotion on people with active
lifestyles, early adopters and
“techies”. Since we are a providing a unique product in a broad
market, direct competition

is limited. “Invisible Leash” will, however, be up against higher
end pet products that
compete for the consumer’s pet related discretionary dollars.
The specifications of The Invisible Leash, such as weight,
quality, and ease of use
are of prime importance to our customers. Our customers are
active people and want a
small, sleek, quality device that will fit into their active
lifestyle.
The Invisible Leash will be of top quality, in workmanship and
choice of
materials. The product will not be limited due to the nature of
the building materials.
Product quality control will be implemented from the initial
design of the product to
production. The Invisible Leash will have a product warranty on
all parts and labor.
Product Functionality and Design
The product consists of two components. The human element is
a phone-sized unit
that functions as the control and the pet attachment is an
electronic collar similar to those
employed by existing pet management products.

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Both units are available in a number of colors and sizes to fit
any breed and
compliment the owner’s personal style. We also offer a smart
phone app that tracks the use
of the unit, how far the dog has traveled in a day and other
functionality that might be
typically expected in an app. It is compatible with most major
platforms, including many
tablets.
Invisible Leash is, of course, a product both newly designed and
new to the
consumer. Consequently, there are limited current issues of any
significance with regard
to product performance, customer satisfaction, market presence,

or warranty concerns.
Team Dog Collar has completed the design of Invisible Leash
and is in the process
of securing patents for both the design of the overall product
and for the EPROM that
contains the firmware used in the core functionality.
Additionally, the product name has
been Trademarked and the tag line “The Only Thing Visible
About Invisible Leash… Are
The Results” has been copyrighted.
The core competency of the company and its staff is sales,
marketing, and product
innovation. Consequently, most other functions have been
contracted to third party
providers. Manufacturing will be outsourced to a Mexican firm,
Matamoras Electronic
Manufacturing, who has significant experience in small item
consumer electronics. The
firm has a good reputation for quality and there is substantial
American investment and
oversight. MEM is also equipped to package the product on
sight.
Part Two - Features and Benefits

You will find an in-depth introduction to features and benefits
in Module Three. You
MUST read this before attempting this assignment.
Using a chart, similar to the one in the example below, list no
less than FIVE features of
your product with at least TWO customer benefits for EACH of
the features.
The control unit offers settings that allow the owner to set
the “roaming distance” and the desired reinforcement,
either a sound or, for more stubborn breeds, a mild electric
shock. The control unit can also be set for an audible tone
or vibration. When the pet strays more than the proscribed
distance the unit signals the collar, executing the
reinforcement and alerting the owner.
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Feature and Benefit example
Invisible Leash Feature and Benefit Table
Feature Benefit
Audible signal Unique sound notifies owner
Trains dog to unique sound
Phone app Owner can customize training program
Matches human fitness apps
Weather/water proof Swim and sports safe
Ideal for hiking and outdoor sports
Adjustable range Adaptable for different dog behaviors
Ideal for dog parks and other outdoor
venues
Shock proof Perfect for active sports dogs
Will not need replacing
Attaches to existing collar Saves the owner money – does not
need a
new collar

Can be used on more than one dog
Part Three: SMART Objectives
You can find a detailed description and instructional content on
SMART objectives in
Module 2.
You are required to create no less than four (4) SMART
Objectives for your product or
service.
1. Grow sales by our Website and current retailers by 20% in
calendar 2018
2. Add 200 new members to our loyalty club by November of
2018
3. Hold our first annual dog rescue fundraiser in November
2018 with no less than
500 attendees
4. Launch Doggie Birthday promotional campaign in February
2018 (free snacks for
people and dogs)
5. Conduct awareness surveys in January 2018 And December
2018 to measure

marketing effectiveness
SWOT Analysis
You will find an extensive introduction to SWOT in Module
Three and an example
below. There are also extensive resources available online,
including videos in YouTube.
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Your SWOT should contain no less than five factors in each of
the four categories. If
you cannot identify 5-6 legitimate factors for each category you
may not have given your
product or service adequate consideration and thought.
You will also create a SWOT action plan.
SWOT Action plan
The concept behind a SWOT Action Plan is that, as business

managers, we like to get
things done! Our job is to fix problems and capitalize on
opportunities. SWOT is a very
useful tool for analyzing our business and the business
environment (see Module 2 for
more on this). However, the best analysis is useless without
action to apply the
information. The SWOT action plan does just that. It apples the
information you
uncovered in your analysis.
You will select ONE item from each of the four categories and
write a very brief action
planned based on the following:
Strength: What will you do to take advantage of this strength?
How will you make the
most of it?
Weakness: What will you do to minimize the negative impact on
your business?
Opportunity: Much like a strength, how will you capitalize on
this opportunity? How can

you use it to generate revenue, build you brand or improve your
competitive position?
Threat: How will you avoid this threat or minimize its impact
on the business?
You will find an example of what is expected for your Action
Plan below.
SWOT Example
NOTE: You have the option to vary your layout, format, use of
color and other stylistic
devices. This is ONLY an example, however the use of chart of
some type is required.
SWOT ANALYSIS: LEO TREK
Leo Trek is a student owned and operated business located near
Saint Leo University.
The firm provides small van transportation on Thursday through
Sunday to high demand
locations in Hillsborough and Pasco counties, such as
Wiregrass, The Grove Shopping
Center, downtown Dade City and Ybor City. The firm aims to
reduce student driving,

thus providing a safer campus, while generating revenue and
creating student
employment.
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INTERNAL
Strengths Weaknesses
Increases student safety Limited experience of management
team
Provides economical transportation Low capital reserves
High demand among students High liability
Parental support Driver unreliability
Perceived as being “green” Fleet is used and requires
maintenance

EXTERNAL
Opportunities Threats
Increasing insurance rates for young
drivers
Low barrier to entry
Student demand for other stops Students prefer flexibility of
their own
cars
The university limiting cars for freshmen Limited student
budgets
Pressure and concern from parents Regulation limiting the
firm’s services
Student perception of the service Student perception of the
service
Action Items:
As a result of this SWOT analysis, The Leo Trek team has
identified four areas requiring
particular attention.

A key Strength is the positive perception this service will have
among Saint Leo parents.
Driving is always a concern for parents, especially during
“party time weekends” and we
believe that they will be willing to pay a reasonable fee to our
firm to relieve that anxiety.
A Weakness of particular concern is the firm’s liability. This is
inherent in any firm
providing transportation, and of particular concern given the
youth of our drivers. We
plan to minimize this Weakness with driver screening, regular
training and insurance.
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We believe an important growth Opportunity is student
perception of the service. If we
can properly promote the service as being convenient, safe and
“cool” we can leverage

the natural buzz found on any campus and expand our ridership.
The Threat that most concerns the Leo Trek team is lack of
scheduling flexibility. While
our vans will run regular schedules, allowing students to plan
their trips, we lack the
spontaneity of being able to go “where you want, when you
want”. This will be hard to
minimize as the vans can only travel so often, however we
believe we can offset the
inconvenience with advertising emphasizing safety and fun.
Segmentation
We will spend a week in class discussing segmentation. For this
component you will be
required to identify and define the market segments you will
target in your plan. It is vital
to your success in this assignment that you complete Module
Four, including all the
activities and the Elder Care Scenario.
You must have a minimum of TWO segments for your project.
Your analysis should include:

1. A narrative description of each of the segments. You are
required to give each a name.
For example, if I were segmenting older consumers for a pet
product I might have
"Empty Nesters" or "Little Old Lady Cat Lovers". This narrative
is usually a one
paragraph summary of the segment’s profile.
2. How you are segmenting the groups (demographics,
psychographic, geographic or
other criteria) including the characteristics of your target
segments. Be VERY specific
and use no less than four demographic and four psychographic
variables for each of your
segments.
You may use any combination of text, charts and graphs you
wish to accomplish parts 1
and 2. However, be sure that it is clear what, and who, comprise
your segments.
NOTE: Segmentation is discussed extensively in Module 4. Do
NOT attempt this
assignment until you have completed all of Module 4.

Segmentation example
NOTE: This example is written for a product called
Staycation.com. It is an online
vacation planner for consumers taking their vacations at home.
This is a common
phenomenon in the current economy.
You are required to have TWO segments. This example has
four. The chart is only
an example – you may set yours up differently.
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Childless Couples (Young Adventurers)
The Young Adventurers group is comprised of young adult
couples who are mostly just
starting out on their own. Young couples are typically known to
have financial hardships

(even without children) for various reasons. These reasons
might include young people
being typically employed in entry-level positions with
corresponding salaries. On top of
this, some may have bills and debt from various sources such as
vehicles and student
loans. They may neither possess the finances nor the large
amounts of vacation time from
their jobs to take a conventional vacation.
Demographics for Young Adventurers
Age: 19-30
Relationship status: Living together or newlyweds
Professional Status: Entry-level professional work
Children: None
Income Level:
Education:
Entry to mid-level income
College or advanced technical/trade school
Psychographics for Young Adventurers

Entertainment and socially oriented (restaurants, bars, clubs and
activities and important)
Money Conscious (on a budget)
Adventure Seeking
Tree-Huggers (Environmentally conscious)
Single Parents (Jugglers)
Jugglers have it pretty rough. They have to balance the time
between caring for their
loved ones and providing for them. Throughout the year,
Jugglers do not have a lot of
time to bond with their children because they are essentially
doing the work of two
parents, even though there is only one of them. At the end of the
day, Jugglers can be
wound to the limit. Taking the time to connect with members of
a Juggler family can be
of great benefit when it comes to avoiding dysfunction. Familial
bonding creates
memories that show that there is more to life than the

programmed rat-race existence that
the Juggler family members may be used to.
Demographics for Jugglers
Age: 21-40
Relationship status: Divorced or Unmarried
Professional Status: Steadily employed
Children: One or more
Income Level:
Education:
Upper Low to Mid-level income
College, some college or technical/trade school
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Psychographics for Jugglers
Money Conscious (On a budget)

Overworked (Need to take time to decompress)
Family oriented
Children are their primary concern
Dual Parents (Tag-teamers)
Tag-teamers do not have it quite as bad as Jugglers, but that
doesn’t necessarily mean
they have it easy. Some families may have started out young.
That means the kind of
work available for the young parents may often be blue-collar
jobs (mid-level-paying
jobs that do not require a college degree or any specialized
training). In other families,
only one of the parents may be employed, in which case the
other parent also becomes
one more mouth to feed in the family. While juggling the time
between caring for their
children and providing for them is not as big an issue in most
Tag-teamer households, it
is still important for family members to socialize and have fun
together, especially while

children are young.
Demographics for Tag-teamers
Age: 23-40
Relationship status: Married or Common-law couples
Professional Status: Steadily employed
Children: One or more
Income Level:
Education:
Mid-level income
Trade school or college
Psychographics for Tag-teamers
Family oriented
Money Conscious (On a Budget)
Overworked (Need to take time to decompress)
Strong sense of responsibility
Children are a priority

Close ties to grandparents and other extended family
Older Couples (Empty-Nesters)
Of all the target couples, Empty-Nesters probably enjoy the
most freedom. This group is
composed of older adults who either never had children, or no
longer have children under
their care. Given the proper financial resources, Empty-Nesters
can pick up and leave just
about any time they like. The only thing that stands in between
Empty-Nesters and a
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good time is money. A lot of times, getting the kids out of the
house frees up all kinds of
finances. However, there are other cases when people really
have to milk the budget.
They may have personal financial situations. They might be
living off of pension funds,

or due to an inability to work, relying on Social Security,
disability, or some other form
of supplemental income.
Demographics for Empty-Nesters
Age: 50 and over
Relationship status: Married
Professional Status: Employed, disabled, or retired
Children: Grown and out of the house
Income Level: Mid-Low to upper-mid income (may vary
considerably)
Psychographics for Empty-Nesters
Money Conscious (On a Budget)
Adventure Seeking
Lots of free time
SUMMARY CHART
Young
Adventurers

Jugglers Tag-teamers Empty-
Nesters
Age: 19-25 21-35 23-40 50 and over
Relationship
status:
Living together
or Newlyweds
Divorced or
Unmarried
Married or
Common-law
couples
Married
Professional
Status:
Entry-level
work
Steadily

employed
Steadily
employed
Employed,
disabled, or
retired
Children: None One or more One or more Grown and
out of the
house
Income Level: Low to Mid-
level income
Low to Mid-
level income
Low to Mid-
level income
Low to mid-
level income

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Psychographics
Family
oriented
Money
Conscious
Family oriented Money
Conscious
Money
Conscious
Overworked Money
Conscious
Adventure

Seeking
Adventure
Seeking
Tree-Huggers Overworked
Tree-Huggers Strong sense of
responsibility
Tree-Huggers
Supply Chain
Begin by reading the do first activity in Module 5 and the
material immediately below.
You should also review the supply chain PowerPoint in Module
5. Although Wikipedia
should be used cautiously, in this case their SCM article may be
helpful.
https://en.wikipedia.org/wiki/Supply_chain_management

Supply Chain Management
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The global economy, advanced planning techniques, and
technology have changed what
we once called “logistics” into the science of SCM. SCM is
managing both the upstream
(where a firm finds materials and supplies) and the downstream
(where it sells and/or
ships products) “chain” of suppliers, sellers and partners. Some
firms, such as Wal-Mart
owe much of their success to SCM and logistics. Wal-Mart is
considered a world leader
in managing their supply chain using advanced logistics and IT
systems.
A major change in SCM is the emergence of “third-party
logistics suppliers” aka “3PL”

firms. The most widely known of these is UPS, whose new
tagline is “what can Brown
do for you” focuses not on delivering packages, but on SCM.
Product Adaptation
How about a KFC Shrimp Burger?
Truly global firms find that they must adapt the products they
sell to meet local market
conditions, which may include legal, cultural or physical
requirements. This often
requires developing new products or components to meet local
needs. Product adaptation
is changing the physical product, creating a new product or
changing other parts of the
marketing mix to meet local needs and requirements.
o Changing the name of the product is often not enough, in
many cases the product
itself needs to be modified. Some examples:
o McDonald’s has burgers in India – but no beef. It’s
consumption is taboo. Instead,
you’ll find tofu or chicken.

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o Wal-Mart sells live fish, turtles and frogs in their China stores
– not as pets but for
dinner tables.
o American appliance manufacturers had to adjust the size of
their home machines
– many urban European kitchens were too small for our large
appliances.
Assignment requirements:
You will follow a format similar to the “do first” assignment at
the beginning of Module
5. Make sure that you have completed that exercise before
attempting this component of
the marketing plan.
There are TWO parts to this component.

Part One:
In about 2-3 paragraphs provide a high level view of your
supply chain. Consider what
you will need to successfully take your product to market and
where you might encounter
breaks or obstacles in the chain.
You should also address the issue of what type of suppliers you
might need and where
they are located. What issues do you anticipate? Do not forget
to consider political, trade
and social issues. If you need a steady supply of coffee or
chocolate, will you buy only
Fair Trade? Are there child labor issues? Import restrictions?
Part Two:
You will create Word chart with three columns:
Up stream
Mid-stream
Down stream

If you are not familiar with these terms, visit the activity in
Module 5.
For each of the columns, identify 4-5 items that you will need
for a complete supply
chain. Bullets are fine, but make sure that you are clear.
In the last row, list your typical end user. Are you direct to
consumer or are you selling to
a retailer or wholesaler? In some cases, you may have an
entirely different end user.
MKT301 Fall
20
Your chart will look similar to this:

SUPPLY CHAIN FOR PRODUCT ABC
Up stream Mid-stream Down stream
End user:
Integrated marketing communication
This is the culmination of your marketing plan and will carry
more weight in the grading.
In this section you will detail the advertising and promotional
activities you will use in
your project.
You have many options regarding what IMC plans you create
for your project and should
select those that best fit your product/service/non-profit. You
should also select those that
interest you personally or professionally.

You are required to complete TWO advertising or promotional
IMC items for your
product or service.
DO NOT ATTEMPT THIS UNTIL YOU HAVE COMPLETED
MODULE 7! THE
GRADING WILL ASSUME YOU HAVE THE KNOWLEDGE
AND
INFORMATION FROM THE MODULE AND ELDER CARE
SCENARIO.
There are two parts to your IMC assignment.
First, you will complete a creative brief for each of your
activities. There is an example
below.
Second, you will create an example or mock-up of your activity.
You will find some
examples in Module Seven. These examples will not cover all
the options you might
select for your IMC activities. They will, however, give you
some ideas regarding what is
expected of you. Generally, everything you need to do can be
created in PowerPoint or

similar applications.
BE SURE THAT IF YOU USE ANY GRAPHIC PROGRAM
OTHER THAN MS
OFFICE YOU SUBMIT YOUR EXAMPLES OR MOCKUPS AS
PDFs SO YOUR
INSTRUCTOR CAN VIEW THEM.
MKT301 Fall
21
Note that you are not expected to be a graphic artist or Website
designer. Nor are you
expected to create an entire social media campaign. You ARE
expected to demonstrate
that you have a basic understanding of the IMC activities you
have selected.
Some IMC Options:
Here are just some of the options you have for an IMC activity.

Select any TWO of these
or add ideas of your own. You may use any one option ONCE.
You must select two
different activities. NO “flyers” allowed. Flyers are not
marketing, they are wat you use
to announce the school dance. These are ONLY suggestions –
feel free to use your
imagination.
Magazine print ad
Radio ad
TV commercial
Social media
YouTube ad
Guerilla campaign
Direct mail
Direct email
Press release
Outdoor ad (billboard, bus ad, car wrap)
Coupons

Trade show or event
Web site (create your landing page)
Regardless of which options you select, you will be required to
complete a Creative Brief
using a format similar to the one below.
Creative briefs:
Creative briefs are used as a standard template to communicate
between those involved in
a marketing communication project. This might be between an
ad agency and their client
or between marketing staff members and their director. The
exact information and the
template will vary from organization to organization, but the
one below is fairly common.
In our class, you will use the brief to describe the IMC portion
of your marketing plan.
These will be included in your final written project and your
presentation.

MKT301 Fall
22
Your brief will not include the middle column.
The example below is for Puppy Palace, an upscale dog daycare
faculty (yes, there are
such things).
Process Step Description Example
Project What are you producing or
doing? Keep this simple
and short.
A 30 second video for our

website and YouTube
Objectives Use the SMART model,
but be brief. Be very
specific.
The objective of the video
is to increase our visibility
and creative a differential
advantage for our high-end
product model. We want to
increase time on-site for
our website and see XXX
views on YouTube.
Target Audience Use the same metrics that
you used in your
segmentation plan.
Our target audience for the
video is upper middle to
upper income, media

savvy, well-educated and
status conscious. These
consumers see their dogs as
members of the family and
spend on them accordingly.
Key message What is the one true thing
you want your customer to
believe as a result of this
IMC activity? What should
they think, believe and do
as a result of this activity?
Puppy Palace is the
premier choice for families
that want the same daycare
for their dogs that they
would select for their
children. As a result, they

consider PP as the only
choice for “real dog
parents” The tone should
be fun, engaging and
informal.
Deliverables What are the deliverables
for this IMC activities?
Storyboard
Shoot/location schedule
Equipment list
Talent
MKT301 Fall
23
Budget
30 second video formatted

for the web and optimized
for portable devices.
Deadlines and Mechanical
requirements
This is the “nuts and
bolts”. It includes printing
requirements, graphic
design requirements,
quantities, mailing details,
deadlines, etc. It should
include everything that the
staff needs to execute the
project.
Storyboard is due in 10
days. Production
requirements in 15 days.
Finished video in 30 days.

Video must be compatible
with all major delivery
modes. Backups must be
secured. B-roll and raw
footage to be delivered to
the client.
Budget What is this going to cost? Project budget is $7500
Examples or mock-ups
See the PowerPoint in Module 7 for examples.
VI. References
Any references you used other than the course materials and the
text (you DO NOT need
to include those as I assume you will use them).
References

Aaker, D.A. (1996). Measuring brand equity across products
and markets. California
Management Review, 38(3). 102-120.
Bacdayan, P. (2002). The public business school in economic
development: Preferences
of chamber of commerce leaders. Journal of Education for
Business, 78(1), 5-10.
Retrieved from
http://search.proquest.com.ezproxy.saintleo.edu/docview/20282
0425?accountid=4
870
Chapleo, C. (2010). What defines "successful" university
brands? The International
Journal of Public Sector Management, 23(2), 169-183.
doi:10.1108/09513551011022519
MKT301 Fall

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