#1 This assignment is designed to help students analyze and interpret primary and/or secondary data and research. First, students will be provided with a marketing report that allows for preparing basic executive level data insights. Second, they will be allowed to pick a company and product or service. This assignment will help prepare students for the development of their marketing plan. Students will be creating a marketing plan (refer to Marketing Plan and Outline document) so they may want to choose a company and product or service that has data readily available or where they can use demographic/psychographic data to provide insights.  Assignment Steps Part 1: Analyze the Week 1 Business Growth Overview dataset. This is a marketing report generated by an analyst for the Senior Vice President (SVP) of Marketing at a large corporation. The analyst is new and has provided summary data but no insights or commentary for the SVP. Construct a minimum 525-word memorandum for the SVP providing insights and commentary. The memorandum should include your analysis of the following: Major areas of increase and decrease in revenue or type and/or category of business Trends that are evident in terms of revenue or type and/or category of business Insights that would help formulate marketing strategies to either continue growth or reverse decline Additional analysis you (if you were SVP) would like to build a marketing goal and strategy or strategies (and why)  Part 2:  Select a global or multi-regional (does business in more than one country) company and one of its products or services that will serve as the basis for your marketing plan. You should obtain two years of annual reports as well as two years of 10K reports (provides a comprehensive overview of the company's business and financial condition and includes audited financial statements) for your data source. Once you have selected your product or service, you must define the size and type of your selected company that provides the product or service (available from annual reports). This need not be elaborate but must include total number of employees, production volume, distribution methods, and so forth. Record this information in a summary document as outlined below.  Company and product selection is a critical part of this project. You must ensure your proposed company can implement the marketing methods discussed in Marketing Management.  Prepare a minimum 175-word summary document and send it to your instructor as a record of your selection. The summary document should include the following: Name of Company Location of Company Headquarters Name of Product or Service selected General description of company (number of employees, revenue, type of ownership, web page, etc.) General description of product or service Format your assignment according to APA guidelines.  Submit your assignment. #2 To develop effective relationship marketing, a company must first understand it.

1. #1
This assignment is designed to help students analyze and
interpret primary and/or secondary data and research. First,
students will be provided with a marketing report that allows
for preparing basic executive level data insights. Second, they
will be allowed to pick a company and product or service. This
assignment will help prepare students for the development of
their marketing plan. Students will be creating a marketing plan
(refer to Marketing Plan and Outline document) so they may
want to choose a company and product or service that has data
readily available or where they can use
demographic/psychographic data to provide insights.
Assignment Steps
Part 1:
Analyze the Week 1 Business Growth Overview dataset. This is
a marketing report generated by an analyst for the Senior Vice
President (SVP) of Marketing at a large corporation. The
analyst is new and has provided summary data but no insights or
commentary for the SVP.
Construct a minimum 525-word memorandum for the SVP
providing insights and commentary. The memorandum should
include your analysis of the following:
Major areas of increase and decrease in revenue or type and/or
category of business
Trends that are evident in terms of revenue or type and/or
category of business

2. Insights that would help formulate marketing strategies to either
continue growth or reverse decline
Additional analysis you (if you were SVP) would like to build a
marketing goal and strategy or strategies (and why)
Part 2:
Select a global or multi-regional (does business in more than
one country) company and one of its products or services that
will serve as the basis for your marketing plan. You should
obtain two years of annual reports as well as two years of 10K
reports (provides a comprehensive overview of the company's
business and financial condition and includes audited financial
statements) for your data source. Once you have selected your
product or service, you must define the size and type of your
selected company that provides the product or service (available
from annual reports). This need not be elaborate but must
include total number of employees, production volume,
distribution methods, and so forth. Record this information in a
summary document as outlined below.
Company and product selection is a critical part of this project.
You must ensure your proposed company can implement the
marketing methods discussed in Marketing Management.
Prepare a minimum 175-word summary document and send it to
your instructor as a record of your selection. The summary
document should include the following:
Name of Company
Location of Company Headquarters
Name of Product or Service selected

3. General description of company (number of employees, revenue,
type of ownership, web page, etc.)
General description of product or service
Format your assignment according to APA guidelines.
Submit your assignment.
#2
To develop effective relationship marketing, a company must
first understand its targeted consumers' buying influences and
behaviors. This week's assignment is the first part of the
development of a marketing plan. It provides the foundation of
the marketing plan and introduces the student to a variety of
diagrammatic tools for understanding a business.
Assignment Steps
To develop effective relationship marketing, a company must
first understand its targeted consumers' buying influences and
behaviors. In Week 2, create the Research section of your plan.
Create the research section of your marketing plan in minimum
of 700 words.
Include at least 3 elements of the Research List of Topics (see
list below):
Research List of Topics:
Primary Research
Secondary Research

4. Consumer Analysis
Customer Profile
Continuous Consumer Monitoring & Research
Environmental Scanning
Identify Market, Economic, Technological, Regulatory, Legal,
Social, and Ecological Forces
Current Opportunities
Potential Future Opportunities
Current Threats
Potential Future Threat
Diagrams are not required but can be used to provide clarity and
conciseness. Diagrams (and subsequent discussion) can include
SWOT (emphasizes internal market--Strengths, Weakness,
Opportunities, Threats) TOWS (emphasizes the external market-
-Threats, Opportunities, Weakness, Strength), PEST (Political,
Economical, Social, Technological), SOAR (Strengths,
Opportunities, Aspirations, Results), and/or STEEP (Social,
Technological, Environmental, Economical, Political). All
diagram(s) should be in APA format and must include a
subsequent discussion of the diagram(s) providing insight and
clarity.
Develop the first two parts of the Target Market section, which
includes an overview of the demographics (age, income, family
members, and birthdays) and psychographics (activities,
interests, and opinions) analysis. This is not a detailed analysis

5. but an overview (basic trends and insights from the data that is
presented in annual reports and other SEC type filings).
Explain the insights you have gained from your inspection and
analysis of the demographic and psychographic information you
have found.
This assignment will be incorporated into your overall
marketing plan for Week 6.
Format your assignment according to APA guidelines.
#3
Purpose of Assignment
All products/services go through a life cycle of NPI (new
product introduction), growth, maturity, and decline. These
various stages affect the marketing strategy and promotional
efforts for a particular product or service. In Week 3, you will
incorporate a product strategy that addresses at least 3 areas of
the product life cycle. The primary objective of this assignment
is to allow you to demonstrate an understanding of the factors
that can affect the launch of a product or service.
Assignment Steps
Create a minimum 700-word product strategy in Microsoft®
Word. Complete the following:
Select a product strategy.
Address at least three areas of the product life cycle (e.g., NPI,
growth, maturity, and decline).
Discuss two types of media methods you could use to highlight

6. your product or service.
Determine how you will measure the marketing activities (i.e.,
what metrics will be used to determine success or failure).
Address three elements of the following product and promotion
list:
Integrated marketing communication
Advertising strategy/objectives
Push and pull
Media strategy
Advertising execution
Direct marketing
Public relations/strategies
Positioning
The plan will be a continuation of the global or multi-regional
company you chose in Week 1 and will be incorporated into
your overall marketing plan for Week 6.
Note: Charts/graphs/tables do not count toward the word count.
Format your assignment according to APA guidelines.
#4
This assignment is designed to help students analyze and
understand how price setting and go to market (distribution) are

7. interrelated and affects the profitability and growth of the
business. It has been designed to be a short overview on
purpose: the concepts of pricing and distribution are complex
and a general understanding is what should be absorbed in one
week of study.
Assignment Steps
Resources: Marketing Plan and Outline
Construct a minimum 700-word plan for setting price and a
distribution model (place/distribution) in Microsoft® Word.
This plan should address at least three elements (from the Price
and Place/Distribution list below) of the Price and
Place/Distribution section of the marketing plan.
Price and Place/Distribution:
Distribution Strategies
Channels, Mass, Selective, Exclusive
Positioning within channels
Dynamic/Static Pricing Strategies
Channel tactics (Pricing)
Daily pricing, promotion pricing, List pricing
Note: Charts/graphs/tables do not count toward the word count.
The plan will be a continuation of your global or multi-regional
business you chose in Week 1. This will be incorporated into
your overall marketing plan for Week 6.

8. Format your assignment according to APA guidelines.
#5
This assignment is designed to help students understand the
interrelationships between brand strategy and the
communication message to the target audience.
Assignment Steps
Resources: Marketing Plan and Outline
Develop a minimum 700-word branding strategy and marketing
communication plan in Microsoft® Word. This document should
address at least 5 elements of the Situational Analysis and the
Product, Place/Distribution, Promotion, and Price Strategies
(modified below) sections of the marketing plan (from the
Situational Analysis and the Product, Place/Distribution,
Promotion, and Price Strategies lists below). The five elements
you select should only come from the options provided below.
You must include a measurement of customer loyalty and
retention in your strategy document. You may include more than
the minimum to provide clarity and coherence to your
document.
Situational Analysis:
Vision , Mission, Strategic objectives, Values
Strengths/Weaknesses
Competitor's Strengths/Weaknesses
Market Segments
Product, Place/Distribution, Promotion, and Price Strategies:

9. Creating a Brand Image
Maintaining Brand Image
Branding Concerns
Promotion/Integrated Marketing Communication
Advertising Strategy/Objectives
Push and Pull
Media Strategy
Advertising Execution
Public Relations/Strategies
Note: Charts/graphs/tables do not count toward the word count.
The plan will be a continuation of your global or multi-regional
business you chose in Week 1. This will be incorporated into
your overall marketing plan for Week 6.
Format your assignment according to APA guideline
#6
Purpose of Assignment
The purpose of this assignment is to help students think through
the importance of social, legal, and ethical issues that may arise
with their product or service and the implications of decisions
made within those frameworks. It is designed to help the
learners understand ethical and legal issues related to marketing

10. practices. This knowledge helps to prevent such issues when
developing the marketing strategies in their marketing plan. The
executive overview of the marketing plan is not a summary and
conclusion, but an overview of what the plan entails and what it
does not address.
Assignment Steps
Note: the Social, Ethical, and Legal Implications assignment is
part of the total marketing plan as outlined in the grading guide.
It is not a separate paper.
Resources: Marketing Plan and Outline
Producing and marketing a product without regard to ethical,
legal, and social considerations is detrimental to the overall
success of any company.
Assess in a maximum of 700 words the ethical, legal, and social
issues affecting your product or service in two markets: the
United States and one international market. Domestic market
generally means the market where the company headquarters are
located. If you choose a domestic market that is not the U.S.,
then your other market is required to be the U.S. marketplace.
This will be added to the Target Market section of your
Marketing Plan.
Include the following:
Develop a process to monitor and control marketing
performance. This process could be a flowchart but a flowchart
is not required (flowcharts do not count towards your word
count requirement).
Formulate a maximum 350-word executive summary including
at a minimum the following elements to include in your

11. marketing plan:
Required executive summary elements:
Strategic Objectives
Products or Services
Optional executive summary elements:
Resources Needed
Projected Outcomes
Integrate the previous weeks' sections, and incorporate
corrections and suggestions from the instructor's weekly
feedback. The marketing plan should contain elements from
each week of the course, including:
Understanding Target Markets (Week 2)
Promotion and the Product Life Cycle (Week 3)
Price and Channel Strategy (Week 4)
Marketing Communication and Brand Strategy (Week 5)
Executive Summary, Legal, Social and Ethical Considerations
(Week 6)
Format your assignment according to APA guidelines.
Marketing Plan
You are expected to develop a marketing plan, according to the
outline below, for a product or service of your choosing. The

12. product or service must be identified by the end of Week 1. The
product or service you select is used to develop the assignments
for Weeks 2 through Week 6. References must be included for
each section.
There are no defined standards for the length of the marketing
plan; however, your plan must disclose complete marketing
strategies and provide reliable and valid references and data
supporting the strategies to convince the target audience. The
plan must be written in plain language that would be easily
understood by stakeholders.
Marketing Plan Outline
Your final marketing plan must consist of the following
sections. Refer to the timeline for due dates for each section and
subsection. Assignments may include modifications to these
lists. Please use lists provided in assignments only.
• Executive Summary:
o Strategic Objectives
o Products or Services
o Resources Needed
o Projected Outcomes
• Situational Analysis:
o Vision, Mission, Strategic objectives, Values
o Internal Analysis
o Strengths/Weaknesses

13. o Capability/Capacity
o Competitor’s Strengths/Weaknesses
o Technological Competency
o Product or Service Analysis
o Market Segments
• Research
o Primary Research
o Secondary Research
o Consumer Analysis
o Customer Profile
o Continuous Consumer Monitoring & Research
o Environmental Scanning
o Identify Market, Economic, Technological, Regulatory, Legal,
Social, and Ecological Forces
o Current Opportunities
o Potential Future Opportunities
o Current Threats
o Potential Future Threat

14. • Target Market(s):
o Demographics
o Psychographics
o Ethical Issues
o Legal Issues
o Social Issues
• Product, Place/Distribution, Promotion, and Price Strategies:
o Product Descriptions and Product/Service Mix Strategies
o Product/Service Determinants
o Creating a Brand Image
o Maintaining Brand Image
o Branding Concerns
o Distribution Strategies
o Channels, Mass, Selective, Exclusive
o Promotion/Integrated Marketing Communication
o Advertising Strategy/Objectives
o Push and Pull
o Media Strategy

15. o Advertising Execution
o Sales Promotion
o Direct Marketing
o Public Relations/Strategies
o Positioning
o Dynamic/Static Pricing Strategies
Marketing Plan Timeline
Week 1: Marketing Plan Topic
• Consider your company and product or service selection in
Week 1. You may select an existing type of product or service
or a new product or service but it must be global or multi-
regional. Once you have selected your product or service, you
must define the size and type of company that provides the
product or service (available from annual reports). This need
not be elaborate but must include total number of employees,
production volume, distribution methods, and so forth.
Company and product or service selection is a critical part of
this project. You must ensure your proposed company can
implement the marketing methods discussed in the text.
• Key to creating an effective marketing plan is the ability to
analyze the environment in which the product or service will be
offered. The Week 1 assignment allows you to begin to
understand various reports and how they can be used in your
marketing plan.
Week 2: Understanding Target Markets

16. • To develop effective relationship marketing, a company must
first understand its targeted consumers’ buying influences and
behaviors. In Week 2, create the Research section of your plan.
In addition, create the first two parts of the Target Market
section, which includes performing the demographics and
psychographics analysis.
Week 3: Promotion and the product life cycle
• All products/services go through a life cycle of NPI (new
product introduction), growth, maturity and decline. These
various stages affect the marketing strategy and promotional
efforts. In Week 3, you will incorporate a promotion strategy
that addresses at least three areas of the product life cycle.
Week 4: Price and Channel Strategy
• How one goes to market and the influences of the channel
(channel power, strength of channel, speed of channel, etc.)
affects the pricing strategy of the product or service. In Week 4
your pricing and distribution strategy will be incorporated into
the marketing plan.
Week 5: Marketing Communication and Brand Strategy
• Brand strategy and the communication of the brand is essential
to understanding the various phases of a product or service (viz
a viz the life cycle). Brand recognition is based in the marketing
communication efforts of the firm. When you hear or see the
word Coke, you immediately know it is Coca Cola. When you
see five interlocking rings of different colors you know that is
the symbol for the Olympics. In Week 5, you will develop a
brand and communication strategy for your product.
Week 6: Executive Summary, Legal, Social and Ethical Issues,
Final Plan

17. • Review your final plan. Does the plan effectively analyze
market strategies? Are the social, ethical, and legal
considerations valid and accounted for? What is the relationship
among quality, price, satisfaction, and perceived value within
the plan?
Marketing Plan Outline and Timeline
Marketing Plan
You are expected to develop a marketing plan, according to the
outline below, for a product or service of your choosing. The
product or service must be identified by the end of Week 1. The
product or service you select is used to develop the assignments
for Weeks 2 through Week 6. References must be included for
each section.
There are no defined standards for the length of the marketing
plan; however, your plan must disclose complete marketing
strategies and provide reliable and valid references and data
supporting the strategies to convince the target audience. The
plan must be written in plain language that would be easily
understood by stakeholders.
Marketing Plan Outline
Your final marketing plan must consist of the following
sections. Refer to the timeline for due dates for each section and
subsection. Assignments may include modifications to these
lists. Please use lists provided in assignments only.
• Executive Summary:
o Strategic Objectives

18. o Products or Services
o Resources Needed
o Projected Outcomes
• Situational Analysis:
o Vision, Mission, Strategic objectives, Values
o Internal Analysis
o Strengths/Weaknesses
o Capability/Capacity
o Competitor’s Strengths/Weaknesses
o Technological Competency
o Product or Service Analysis
o Market Segments
• Research
o Primary Research
o Secondary Research
o Consumer Analysis
o Customer Profile
o Continuous Consumer Monitoring & Research

19. o Environmental Scanning
o Identify Market, Economic, Technological, Regulatory, Legal,
Social, and Ecological Forces
o Current Opportunities
o Potential Future Opportunities
o Current Threats
o Potential Future Threat
• Target Market(s):
o Demographics
o Psychographics
o Ethical Issues
o Legal Issues
o Social Issues
• Product, Place/Distribution, Promotion, and Price Strategies:
o Product Descriptions and Product/Service Mix Strategies
o Product/Service Determinants
o Creating a Brand Image
o Maintaining Brand Image
o Branding Concerns

20. o Distribution Strategies
o Channels, Mass, Selective, Exclusive
o Promotion/Integrated Marketing Communication
o Advertising Strategy/Objectives
o Push and Pull
o Media Strategy
o Advertising Execution
o Sales Promotion
o Direct Marketing
o Public Relations/Strategies
o Positioning
o Dynamic/Static Pricing Strategies
Marketing Plan Timeline
Week 1: Marketing Plan Topic
• Consider your company and product or service selection in
Week 1. You may select an existing type of product or service
or a new product or service but it must be global or multi-
regional. Once you have selected your product or service, you
must define the size and type of company that provides the
product or service (available from annual reports). This need
not be elaborate but must include total number of employees,

21. production volume, distribution methods, and so forth.
Company and product or service selection is a critical part of
this project. You must ensure your proposed company can
implement the marketing methods discussed in the text.
• Key to creating an effective marketing plan is the ability to
analyze the environment in which the product or service will be
offered. The Week 1 assignment allows you to begin to
understand various reports and how they can be used in your
marketing plan.
Week 2: Understanding Target Markets
• To develop effective relationship marketing, a company must
first understand its targeted consumers’ buying influences and
behaviors. In Week 2, create the Research section of your plan.
In addition, create the first two parts of the Target Market
section, which includes performing the demographics and
psychographics analysis.
Week 3: Promotion and the product life cycle
• All products/services go through a life cycle of NPI (new
product introduction), growth, maturity and decline. These
various stages affect the marketing strategy and promotional
efforts. In Week 3, you will incorporate a promotion strategy
that addresses at least three areas of the product life cycle.
Week 4: Price and Channel Strategy
• How one goes to market and the influences of the channel
(channel power, strength of channel, speed of channel, etc.)
affects the pricing strategy of the product or service. In Week 4
your pricing and distribution strategy will be incorporated into
the marketing plan.

22. Week 5: Marketing Communication and Brand Strategy
• Brand strategy and the communication of the brand is essential
to understanding the various phases of a product or service (viz
a viz the life cycle). Brand recognition is based in the marketing
communication efforts of the firm. When you hear or see the
word Coke, you immediately know it is Coca Cola. When you
see five interlocking rings of different colors you know that is
the symbol for the Olympics. In Week 5, you will develop a
brand and communication strategy for your product.
Week 6: Executive Summary, Legal, Social and Ethical Issues,
Final Plan
• Review your final plan. Does the plan effectively analyze
market strategies? Are the social, ethical, and legal
considerations valid and accounted for? What is the relationship
among quality, price, satisfaction, and perceived value within
the plan?