MKT 541 Written Work Marketing Plan
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MKT 541 STRATEGIC MARKETING
FALL 2016
WRITTEN WORK FOR SEMESTER
Introduction
There are several deliverables in your semester’s work. Please make sure you aware of each one and the deadline for its submission.
Marketing Plan
This piece of work will focus on a company that will be your company in 10 years time. That is, in 10 years you will have quit whatever job you have and will start a company. The company will be a service company offering consulting services in a particular industry. You will (obviously) identify the industry and its sub-sections in your plan. There are many blueprints for Marketing Plans available through multiple sources. You are welcome to use any of them with whatever sequencing and formatting you choose. There is not (just) one way to do this. However, be aware that you are aspiring to write a professional document that clearly, concisely, but thoroughly explains to the reader (not just me but anyone else who reads it) what this company is about and how it will make money.
The plan will have a minimum 3 year horizon, and you will show how the business grows over 3 years. You will identify the value-added component (see course work on this subject), why customers pay for the service, who the key decision makers are, and which price points will apply to which parts of the service offering.
The company will grow in terms of revenue, employees, costs, and premises over the period covered by the plan and the plan will explain the growth and the associated costs of this growth.
There are 3 components to the Marketing Plan. The first is a proposal, the second an interim report and the last a final report. The weighting is provided in the syllabus.
Proposal
This is a short document; no more than 2 pages. It will identify the company and its business. The other sections (each of which will be a...