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****************YOU MUST KNOW MARKETING!!!************

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Objectives

Objectives

  • Use the Project Scope below(SEE ATTACHMENT) to create an outline for a strategic marketing plan
  • Design marketing strategy and tactics to be used by a real world client
  • Demonstrate functional proficiency with list creation tools in Microsoft Word

Introduction

Throughout the remainder of Portfolio IV, we’ll continue to work on a consulting project for a real-world client. This means that the client has been selected for you from a list of real clients with which your Instructor maintains active relationships. Your instructor will fill the role of Account Manager, the person who is the main contact for the client.

You will serve as a Marketing Analyst responsible for reviewing the client’s existing performance and developing a digital and/or traditional marketing strategy for them. The strategy will be based on concepts, models and tools you’ve learned previously in classes such as Portfolio II (ENT2), Introduction to Marketing (IMK), and Principles of Digital Marketing (PDM).

You will work individually to create a proposed outline–and just the outline!–for a Marketing Plan addressing the stated need or goal of the client. You’ll be putting together this outline using Microsoft Word, and based on what you’ve learned about outlines in this week’s lesson activity.

Expect this to take some time- several hours from start to finish. You are unlikely to zip through it in an hour, largely because you’ll be thinking about many possibilities for the outline:

  • Remember that all business plan outlines start with an analysis of the current situation. This could encompass a number of things depending on your client’s business, but will usually include some examination of the client itself along with its customers and competitors. How you break it down further is your decision.
  • Remember that a strategy starts with the bigger things on which the client should focus in order to get the desired outcome. Strategies serve the objectives of the plan. For instance, does the client need sponsorships? Media collateral (printed materials)? Owned media like a website or a social platform? Earned media like followers or shares? Paid media like advertisements? Collaborations? Influencers? Live appearances? More content? Clearer messaging? Something else? You decide.
  • Remember that individual tactics and action steps themselves are not the strategy, but they do serve the strategy. As an example, a live appearance campaign would be a strategy, an interview on a local morning show would be a tactic, and booking a specific TV station would be an action step. Something as specific as an action step will not appear in an outline. It would be described in the body of the plan.

Note: this activity is related to your Portfolio because the ability to structure a business plan outline is important in professional arenas.

Directions

  • A project scope defines the parameters of a project. It addresses such things as what will be done, how results will be delivered, and when the deadlines are. Review the Project Scope below and then work in Microsoft Word to create an outline for a marketing plan for our class client.
  • You should expect to revisit the Week 1 activity, “Our Client,” as it includes all information gathered about the client to date. You will also refer back to the videos in this week’s lesson activity, “Lesson: Starting a Plan.”
  • There is no template. You decide what the outline looks like.  Completing this activity will ensure that you’re familiar with our client’s needs and that you are ready to begin working in more detail on strategy, tactics and action steps.
  • To complete this assignment, you’ll first open Microsoft Word. It is the only software approved for this assignment and your work must be submitted as a Word (.docx) file. Any other word processor (such as Google docs) or format file (such as PDF) will result in a 20% deduction.  
  • Then you’ll use the outline function in Word to create a complete outline for the client’s marketing plan. For inspiration you may use your plan outline from the Principles of Digital Marketing course, but only for creative steering. Don’t copy it! It simply won’t apply properly to your client’s needs and more importantly, it is academically dishonest or even direct plagiarism.
  • For ideas, you can also use any marketing plan examples within this course or any online resources that you find, but remember that directly copying will give you very poor results that don’t line up with the client’s needs.
  • Your outline should include major headings (3.0, 4.0, etc.) and subheadings up to three levels deep. This means that a hypothetical section 4.1.1 would be okay, as it has three levels, or three total numbers separated by periods. However, 4.1.1.1 would be a fourth level and will not be accepted within this assignment. This limit will help ensure that you work on clear classification and organization and don’t get lost by going too deep.
  • Your outline should not contain any writing, tables, images, or other content beyond heading titles. We will begin authoring the full plan next week with our assigned teams, but for this assignment, only an outline is required.

Requirements

Tip: Treat the requirements listing like a checklist for completing the assignment.

  • Always start with Section 1.0 as the Executive Summary.
  • Always end with a Section for References and another for Appendices.
  • Ensure that all environmental analyses elements come before all proposed plan elements.
  • Double check your work to be sure all sections and sub-sections work together to convey the entire proposed plan outline in a clear and organized way.
  • All section headers and subheaders should be descriptive and succinct. Any reader should be able to understand your ideas based on the headers alone. If the client- who doesn’t know your ideas- couldn’t figure out where to find each analysis, idea, or proposal, then keep reworking your outline.
  • Save the finalized outline as a Word (.docx) file.
  • Submit through FSO before deadline.

What to turn in

Client Marketing Plan Outline.

There is no template; make your own per instructions above. Name your file so your instructor can identify you. Submit by 11:59 pm Eastern Time.