Devry BUSN319 Week 4 Course Project Latest 2021 September

BUSN319 Marketing

Week 4 Course Project

Draft Marketing Plan

Objectives

The Course Project gives students the opportunity to synthesize all of the concepts in the BUSN319 Marketing course in a comprehensive marketing plan for a new product (a good or service). This approach enables students to combine functional expertise based on their own work experience and field of study.

Introduction

Product innovation and marketing are the only enduring competitive advantages that companies can use to survive and thrive in the marketplace. A marketing plan is a guide for those product innovations and marketing activities for a specified period of time, typically about 5 years. Marketing plans are used internally to guide marketing activities, or they can be used to communicate with external audiences to raise capital.

There are important things to consider as the plan is created.

Is the marketing idea valid?

What is unique or distinctive about the product that separates it from competitors?

Does a viable market exist for the product?

Is the target market large enough, accessible, and capable of purchasing your product?

Are the financial projections sound?

Is the management team competent?

How will investors get a return on their investments?

In order to help you answer these and similar questions, create your marketing plan utilizing the following course resources.

Building an Effective Marketing Plan located in Appendix A of your textbook

Financial Aspects of Marketing located in Appendix B of your textbook

View the marketing plan outline

At the end of Week 4, you will submit a substantial draft to your instructor for grading and feedback. Be sure to read Appendix A in the text and use the marketing plan outline  (Links to an external site.)from the Files folder in Canvas. It is recommended that you start working on your draft in Week 2 after your instructor has approved your topic. Complete as much as you are able in order to get an initial draft (approximately 75% of the final paper). Remember, the more you complete on this initial draft, the greater the input that the professor can provide and the less work you will need to do for the final draft.

Submit a copy of the marketing plan draft to the Week 4: Course Project Draft Upload module in Canvas for grading by your instructor.