Competency

• Analyze an organization’s value proposition.
• Distinguish factors that influence buyer behavior.
• Assess branding strategies for achieving marketing goals.
• Evaluate current and emerging digital marketing strategies.
• Determine the success of marketing campaigns using data analytics.
• Create marketing communication strategies to achieve organizational goals.

Student Success Criteria

View the grading rubric for this deliverable by selecting the “This item is graded with a rubric” link, which is located in the Details & Information pane.

Scenario

You are the Marketing Manager for Canton Inc. Your company is launching 3 different products: soft drinks, smart phones, and headphones. You are excited about getting the opportunity to create a marketing plan for the new product. As the marketing manager, you are tasked to create a marketing plan for one of the new products. You understand that this is a large task, and you have been preparing months for this opportunity. You have so many ideas that you want to include in the marketing plan. The marketing plan will be written for the executive leadership team, so it must be detailed. You understand that in order to engage the executive leadership team, there need to be relevant pictures and images included in the marketing plan.

Instructions

Select one of the products: soft drinks, smart phone, or headphones to create a marketing plan for. Remember your audience as you create your marketing plan. Include the following:

• Executive Summary (no more than 100 words)
• Introduce the new product.
• Write a value proposition for the new product and describe the importance of having a value proposition.
• Distinguish factors that influence consumer buying behaviors by creating a consumer buyer profile for the new product.
• Describe the branding strategy and discuss how this strategy meets marketing goals.
• Explain emerging digital marketing strategies that you will use in the social media campaign of the new product.
• Provide an overview of the data analytics that will be used to measure the success of the marketing campaign.
• Create a communication strategy for the new product and discuss how it will help achieve the organizational goals.
• Include any relevant pictures or images needed to enhance your marketing plan.

A – 4 – Mastery

Comprehensive executive summary.

A – 4 – Mastery

Comprehensive introduction of the new product.

A – 4 – Mastery

Comprehensive value proposition for the new product and description of the importance of having a value proposition.

A – 4 – Mastery

Comprehensive consumer buyer profile for the new product.

A – 4 – Mastery

Comprehensive description of the branding strategy and how this strategy meets marketing goals.

A – 4 – Mastery

Comprehensive explanation of emerging digital marketing strategies that will be used in the social media campaign of the new product.

A – 4 – Mastery

Comprehensive overview of the data analytics that will be used to measure the success of the marketing campaign

A – 4 – Mastery

Comprehensive communication strategy for the new product and discussion of how it will help achieve the organizational goals.

A – 4 – Mastery

Comprehensive use of relevant pictures or images that enhance the marketing plan.