MKT301 All Assignments (January 2019)

MKT 301 Principles of Marketing

Module 3 Assignment

Product Description

Describe your product or service concisely, but specifically, in no more than three (3) double spaced pages and written in formal business style. The most important requirement for this assignment is that after reading it your instructor has a clear understanding of your product/service/non-profit, what it does for the consumer and how it works or functions.

This is NOT a sales pitch. Do not use this section to promote or advertise your product. Product descriptions which do so will be penalized in grading. Rather, this is a factual and objective description of your product. Some information you typically include:

• The name of your product

• What it does

• How it works (functionality).

• What it looks like

• Key design elements

• What makes it special or unique

MKT 301 Principles of Marketing

Module 4 Assignment

Features and Benefits

You will find an in-depth introduction to features and benefits in Module Three. You MUST read this before attempting this assignment.

Using a chart, similar to the one in the example below, list no less than FIVE features of your product with at least TWO customer benefits for EACH of the features.

MKT 301 Principles of Marketing

Module 5 Assignment

Segmentation

We will spend a week in class discussing segmentation. For this component you will be required to identify and define the market segments you will target in your plan. It is vital to your success in this assignment that you complete Module Four, including all the activities and the Elder Care Scenario.

You must have a minimum of TWO segments for your project.

Your analysis should include:

1. A narrative description of each of the segments. You are required to give each a name. For example, if I were segmenting older consumers for a pet product I might have “Empty Nesters” or “Little Old Lady Cat Lovers”. This narrative is usually a one paragraph summary of the segment’s profile.

2. How you are segmenting the groups (demographics, psychographic, geographic or other criteria) including the characteristics of your target segments. Be VERY specific and use no less than four demographic and four psychographic variables for each of your segments.

You may use any combination of text, charts and graphs you wish to accomplish parts 1 and 2. However, be sure that it is clear what, and who, comprise your segments.

MKT 301 Principles of Marketing

Module 6 Assignment

Supply Chain Management

The global economy, advanced planning techniques, and technology have changed what we once called “logistics” into the science of SCM. SCM is managing both the upstream (where a firm finds materials and supplies) and the downstream (where it sells and/or ships products) “chain” of suppliers, sellers and partners. Some firms, such as Wal-Mart owe much of their success to SCM and logistics. Wal-Mart is considered a world leader in managing their supply chain using advanced logistics and IT systems.

A major change in SCM is the emergence of “third-party logistics suppliers” aka “3PL” firms. The most widely known of these is UPS, whose new tagline is “what can Brown do for you” focuses not on delivering packages, but on SCM.

Product Adaptation

How about a KFC Shrimp Burger?

Truly global firms find that they must adapt the products they sell to meet local market conditions, which may include legal, cultural or physical requirements. This often requires developing new products or components to meet local needs. Product adaptation is changing the physical product, creating a new product or changing other parts of the marketing mix to meet local needs and requirements.

o Changing the name of the product is often not enough, in many cases the product itself needs to be modified. Some examples:

o McDonald’s has burgers in India – but no beef. It’s consumption is taboo. Instead, you’ll find tofu or chicken.

Marketing Plan Guide

o Wal-Mart sells live fish, turtles and frogs in their China stores – not as pets but for dinner tables.

o American appliance manufacturers had to adjust the size of their home machines– many urban European kitchens were too small for our large appliances.

Assignment requirements:

You will follow a format similar to the “do first” assignment at the beginning of Module

5. Make sure that you have completed that exercise before attempting this component of the marketing plan.

There are TWO parts to this component.

Part One:

In about 2-3 paragraphs provide a high level view of your supply chain. Consider what you will need to successfully take your product to market and where you might encounter breaks or obstacles in the chain.

You should also address the issue of what type of suppliers you might need and where they are located. What issues do you anticipate? Do not forget to consider political, trade and social issues. If you need a steady supply of coffee or chocolate, will you buy only Fair Trade? Are there child labor issues? Import restrictions?

Part Two:

You will create Word chart with three columns:

Up stream

Mid-stream

Down stream

If you are not familiar with these terms, visit the activity in Module 5.

For each of the columns, identify 4-5 items that you will need for a complete supply chain. Bullets are fine, but make sure that you are clear.

In the last row, list your typical end user. Are you direct to consumer or are you selling to a retailer or wholesaler? In some cases, you may have an entirely different end user.

MKT 301 Principles of Marketing

Module 7 Assignment

Integrated marketing communication

This is the culmination of your marketing plan and will carry more weight in the grading. In this section you will detail the advertising and promotional activities you will use in your project.

You have many options regarding what IMC plans you create for your project and should select those that best fit your product/service/non-profit. You should also select those that interest you personally or professionally.

You are required to complete TWO advertising or promotional IMC items for your product or service.

DO NOT ATTEMPT THIS UNTIL YOU HAVE COMPLETED MODULE 7! THE GRADING WILL ASSUME YOU HAVE THE KNOWLEDGE AND INFORMATION FROM THE MODULE AND ELDER CARE SCENARIO.

There are two parts to your IMC assignment.

First, you will complete a creative brief for each of your activities. There is an example below.

Second, you will create an example or mock-up of your activity. You will find some examples in Module Seven. These examples will not cover all the options you might select for your IMC activities. They will, however, give you some ideas regarding what is expected of you. Generally, everything you need to do can be created in PowerPoint or similar applications.

BE SURE THAT IF YOU USE ANY GRAPHIC PROGRAM OTHER THAN MS OFFICE YOU SUBMIT YOUR EXAMPLES OR MOCKUPS AS PDFs SO YOUR INSTRUCTOR CAN VIEW THEM.

Note that you are not expected to be a graphic artist or Website designer. Nor are you expected to create an entire social media campaign. You ARE expected to demonstrate that you have a basic understanding of the IMC activities you have selected.

Some IMC Options:

Here are just some of the options you have for an IMC activity. Select any TWO of these or add ideas of your own. You may use any one option ONCE. You must select two different activities. NO “flyers” allowed. Flyers are not marketing, they are wat you use to announce the school dance. These are ONLY suggestions – feel free to use your imagination.

Magazine print ad

Radio ad

TV commercial

Social media

YouTube ad

Guerilla campaign

Direct mail

Direct email

Press release

Outdoor ad (billboard, bus ad, car wrap)

Coupons

Trade show or event

Web site (create your landing page)

Regardless of which options you select, you will be required to complete a Creative Brief using a format similar to the one below.

Creative briefs:

Creative briefs are used as a standard template to communicate between those involved in a marketing communication project. This might be between an ad agency and their client or between marketing staff members and their director. The exact information and the template will vary from organization to organization, but the one below is fairly common.

In our class, you will use the brief to describe the IMC portion of your marketing plan.

These will be included in your final written project and your presentation.

MKT 301 Principles of Marketing

Module 8 Assignment

As the final step in your marketing plan, you will create a narrated PowerPoint presentation. Your presentation should be about 7-8 minutes long and cover all the major parts of your project.

The Presentation

A narrated presentation to the class not to exceed seven (7) minutes in length. You should assume that you are presenting your plan to a potential investor or lender – a professional business audience (think TV’s Shark Tank).

Keys to a successful presentation:

• Professionally prepared slides

• Presentation skills count – enunciation and correct pronunciation is important

• Avoid background noise

• Do not read the slides – tell your story

• Be prepared for the discussion in Module 8 – your classmates will provide feedback on your presentation

Your slides should follow this format and sequence:

• Cover slide which includes your name and project

• You may have optional slide(s) with pictures or relevant images

• Product description with FAB – 2-3 slides

• SWOT – 4 slides (one each factor)

• Segmentation – 2 slides (one each segment)

• Supply chain – 1 slide – should be similar to the chart in the written plan

• IMC – will vary, but commonly 3-5 slides

• Closing

• Reference list – you are required to keep a list of all sources other than the course materials (text, module content, this guide) used to develop your plan. Include these as your final slide.