Summative Assessment: Strategic Marketing Plan/Marketing Metrics
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Strategic Marketing Plan/Marketing Metrics
The owners of The Westside Coffee Company have asked you to help them define their target audience a bit more clearly.
Create a 4- to 6-slide Microsoft® PowerPoint® presentation in which you develop a consumer persona for each of the five segments using the Westside Coffee Company Customer Segments.
Make an annual marketing plan for The Westside Coffee Company using the marketing calendar template. Assign a budgeted amount to each marketing activity in the plan to calculate a total marketing budget. Reference Week 2 estimates to bring forward these costs as well.
Do a breakeven analysis using the following assumptions.
Retail Coffee Shop Store:
- Price of a cup of coffee: $6.00
- Profit per cup: $4.00
- Average daily customers: 750 customers
Grocery store:
- Retail price for bagged product: $9.99 per bag
- Profit per bag: $3.33
- Monthly sales of bagged coffee: 250 bags
Calculate the total marketing budget range for both the coffeehouse and the bagged coffee separately. Adjust to ensure the marketing budget falls between 7% and 10% of profits.
the PowerPoint presentation, marketing calendar, and budget analysis as 3 separate documents.
Syllabus
MKT/498 v9
Page 2 of 2
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MKT/498: Integrated Marketing Strategies
Course Information
Description
This course provides students with an in-depth study of integrated marketing communications (IMC). Emphasis will be placed on the strategic roles and integration of marketing communication tools including advertising, sales, promotion, marketing channels, and marketing management.
Credits
3
Course Learning Outcomes
|
In this course you will learn to: |
Where you will demonstrate your learning: |
|
Evaluate research used to develop marketing strategies. |
Wk 1- Apply: Summative Assessment Consumer/Marketplace Insights and Micro-Moments |
|
Design a strategic marketing and communications plan. |
Wk 4 – Apply Summative Assessment: Trade Promotions, Partnerships, Sponsorships, and Events |
|
Evaluate marketing strategy performance. |
Wk 5 – Apply Summative Assessment: Strategic Marketing Plan/Marketing Metrics |
Materials
Textbook
Schulz, E. (2021). Integrated marketing strategies. MyEducator, LLC.
Tools
MyEducator®
Microsoft Power Point®
Third-Party Trademarks That Appear in This Course
University of Phoenix is a registered trademark of The University of Phoenix, Inc. in the United States and/or other countries.
Blackboard and SafeAssign are registered trademarks of Blackboard Inc.
MyEducator is a registered trademark of MyEducator Inc.
Microsoft PowerPoint is a registered trademark of Microsoft Corporation in the U.S. and/or other countries.
All other company and product names are trademarks or registered trademarks of their respective companies. Use of these marks is not intended to imply endorsement, sponsorship, or affiliation.
Schedule Overview
Note: Practice assignments are due Day 5 and Apply assignments are due Day 7 unless indicated otherwise. Initial discussion posts are due Day 3 and the 2 required responses are due Day 7.
|
Wk and Topic |
Activities |
Assignments and Points |
|
Wk 1 – Digital Marketing and Social Media |
Learn: Introduction Learn: Topic 1: Gathering, Analyzing, and Leveraging Consumer and Marketplace Insights in Decision Making Learn: Topic 2: Marketing in Micro-Moments |
Discussion – Digital Marketing and Social Media (40 points) Practice: Topic 1 Quick Check (15 Points) Practice: Topic 2 Quick Check (15 Points) Practice: Assignment (30 Points) Apply: Summative Assessment: Consumer/Marketplace Insights and Micro-Moments (100 Points) |
|
Wk 2 – Digital Marketing and Advertising |
Learn: Introduction Learn: Topic 3: Digital Marketing Learn: Topic 4: Digital Advertising |
Discussion – Digital Marketing and Advertising (40 Points) Practice: Topic 3 Quick Check (15 Points) Practice: Topic 4 Quick Check (15 Points) Practice: Assignment (30 Points) Apply: Websites, Search Engine Optimization, and Advertising (100 Points) |
|
Wk 3 – Consumer Promotions and Public Relations |
Learn: Introduction Learn: Topic 5: Consumer Promotions Learn: Topic 6: Public Relations |
Discussion – Consumer Promotions and Public Relations (40 Points) Practice: Topic 5 Quick Check (15 Points) Practice: Topic 6 Quick Check (15 Points) Practice: Assignment (30 Points) Apply: Consumer Promotions and Public Relations (100 Points) |
|
Wk 4 – Trade Promotions, Events, and Sponsorships |
Learn: Introduction Learn: Topic 7: Trade Promotions Learn: Topic 8: Partnerships, Sponsorships, and Events |
Discussion – Trade Promotions, Events, and Sponsorships (40 Points) Practice: Topic 7 Quick Check (15 Points) Practice: Topic 8 Quick Check (15 Points) Practice: Assignment (30 Points) Apply: Summative Assessment: Trade Promotions, Partnerships, Sponsorships, and Events (100 Points) |
|
Wk 5 – Strategic Marketing Plan and Marketing Metrics |
Learn: Introduction Learn: Topic 9: The Strategic Marketing Plan Learn: Topic 10: Marketing Metrics and Financials |
Discussion – Strategic Marketing Plan and Marketing Metrics (40 Points) Practice: Topic 9 Quick Check (15 Points) Practice: Topic 10 Quick Check (15 Points) Practice: Assignment (30 Points) Apply: Summative Assessment: Strategic Marketing Plan/Marketing Metrics (100 Points) |
Copyright 2021 by University of Phoenix. All rights reserved.
Copyright 2021 by University of Phoenix. All rights reserved.
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