Posted: August 2nd, 2022

Select a topic for the marketing plan you will develop throughout the term. It must be a single product or service, not a system or process. Research your concept before you finalize your choice; be sure you can find adequate data to inform a marketing pl

MKTU605Week1Assignment x
 

Select a topic for the marketing plan you will develop throughout the term. It must be a single product or service, not a system or process. Research your concept before you finalize your choice; be sure you can find adequate data to inform a marketing plan. Look for data about customers, markets, competitors, and distribution channels.  

the annotated bibliography to the end of your paper.  See the rubric for more information.

When you write your paper, address the following questions, in detail:

1. What is the problem/need the product/service solves or addresses?

2. Who is the customer, in demographic terms?  Be specific.

3. What is the customer’s psychographic?  Be specific.

4. Where is the customer located — what is the geography? Pick a place, be very specific, by zip code so that you can easily pull data. If you go wide, like a region, a state, a county, a country, you must pull data for this entire area.  Drilling down into zip code, or even a neighborhood within that zip code is preferable.

5. Describe the 5 Ps (product, place, promotion, price, people) at a high level.  You will further develop the marketing mix later in the term, but you need a sense of how this will look before you proceed. 

6. Did you find adequate data to inform your annotated bibliography? If not, rethink your topic.  You must have at least ten examples of solid data that proves your topic is viable for market planning in your annotated bibliography.

7. How is your product or service innovative? What does it do that makes it innovative? Note: your product or service must be an innovation or a major improvement of something that already exists.

Marketing Plan Topic Selection*

MKTU 605: Week 1 Assignment and Rubric

Length: 2 Pages, plus the annotated bibliography

Due: Sunday of Week 1, by 11:59 pm

Value: 100 Points

Read the rubrics below to develop the scope of work.

Select a topic for the marketing plan you will develop throughout the term. It must be a single product or service, not a system or process. Research your concept before you finalize your choice; be sure you can find adequate data to inform a marketing plan. Look for data about customers, markets, competitors, and distribution channels.

Next, write an annotated bibliography that includes at least ten references to support your choice. Add the annotated bibliography to the end of your paper. See the rubric for more information.

When you write your paper, address the following questions, in detail:

1. What is the problem/need the product/service solves or addresses?

2. Who is the customer, in demographic terms? Be specific.

3. What is the customer’s psychographic? Be specific.

4. Where is the customer located — what is the geography? Pick a place, be very specific, by zip code so that you can easily pull data. If you go wide, like a region, a state, a county, a country, you must pull data for this entire area. Drilling down into zip code, or even a neighborhood within that zip code is preferable.

5. Describe the 5 Ps (product, place, promotion, price, people) at a high level. You will further develop the marketing mix later in the term, but you need a sense of how this will look before you proceed.

6. Did you find adequate data to inform your annotated bibliography? If not, rethink your topic. You must have at least ten examples of solid data that proves your topic is viable for market planning in your annotated bibliography.

7. How is your product or service innovative? What does it do that makes it innovative? Note: your product or service must be an innovation or a major improvement of something that already exists.

This assignment is due by Sunday of week 1 at 11:59 pm.

*This assignment “formalizes” your topic selection. Use what you learned from the discussion and your meeting with the professor to develop this assignment. It is not plagiarism to repurpose the discussion because the assignment was designed to leverage the discussion.

Rubric: Evaluation Criteria

Grading Elements

Exemplary

Proficient

Developing

Emerging

Product or
Service
Description

20 –18
Clearly and concisely describes the product/service of the proposed marketing plan and the problem or need it addresses and how it is innovative.

17-14
Fairly clearly describes the type of product/service of the proposed marketing plan and the problem or need it addresses and how it is innovative.

13 – 11
Describes the product/service of the proposed marketing plan and the problem or need it addresses, and how it is innovative.

10 – 0
Vaguely describes the product/service of the proposed marketing plan and the problem or need it addresses, and how it is innovative, if at all.

Demographic,
Psychographic,
Geographic
Description

20-18
Clearly and concisely describes the demographic, psychographic, and geographic features of the target customer.

17-14
Fairly clearly describes the demographic, psychographic, and geographic features of the target customer.

13-11
Describes some of the demographic, psychographic, and geographic features of the target customer.

10 – 0
Vaguely describes some elements of the demographic, psychographic, and geographic features of the target customer.

Description of
the Marketing
Mix

20-18
Clearly and concisely describes the preliminary marketing mix. Includes all five Ps.

17-14
Fairly clearly describes the preliminary marketing mix. Includes all five Ps.

13-11
Describes parts of the preliminary marketing mix. Includes four Ps.

10 – 0
Vaguely describes some elements of the preliminary marketing mix. Includes 3 or fewer Ps.

Annotated
Bibliography

20-18
Lists at least ten references in an annotated bibliography, annotation shows careful reading and a clear understanding of source content, quality, and relevance. Adds the annotated bibliography to the end of the paper.

17-14
Lists at least eight references in an annotated bibliography, annotation shows reading and understanding of source content, quality, and relevance. Adds the annotated bibliography to the end of the paper.

13-11
Lists at least five references in an annotated bibliography, annotation shows reading and understanding of source content, quality, and relevance, with weaknesses or omissions in no more than one or two entries.
The annotated bibliography is not added to the end of the paper.

10 – 0
Lists three or fewer references in an annotated bibliography, annotation shows superficial or no reading and understanding of source content, quality, and relevance, with weaknesses or omissions in most entries.
The annotated bibliography is attached as a separate document.

Writing
Mechanics and
APA

20-18
The paper is logical, well-written, and the required length. Spelling, grammar, and punctuation are accurate. The Paper is APA formatted.
Consistently embeds sources to the content to support discussion and analysis.Uses section headers aligned to rubric grading elements.

17-14
The paper is logical, well-written, and is the required length. Minor errors in spelling, grammar, and/or punctuation. The Paper is APA formatted.
Embeds sources to the content to support discussion and analysis. Some sections seem out of place and/or some section headers may be missing.

13-11
The paper is logical, well-written, and is the required length. Minor errors in spelling, grammar, and/or punctuation. The paper is somewhat APA formatted.
Embeds sources to the content to support discussion and analysis. Some sections seem out of place and/or some section headers may be missing.

10 – 0
The paper lacks clarity, might be confusing, too long, or too short. Paper is not APA formatted.
Numerous errors in spelling, grammar, and/or punctuation.
Limited, if any, use of sources to support discussion and analysis.
There are no section headers.

MKTU 605 Rubric Week 1 Assignment Page of 2 02/2020

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