marketing plan

Objectives:

  • Review existing marketing plans created by, or on behalf of, companies
  • Compile preexisting marketing materials for use in strategy formulation
  • Generate new strategy with knowledgeable understanding of a businesses operations

Introduction:

Throughout the course, you’ve been working to create a new marketing plan for a company of your choice.  In our final week together, you’ll take these worksheets and transform them into a digital marketing plan.  You’ll be doing a fair bit of writing this week, but don’t worry, you’ll also be able to copy and paste some of the tables from your worksheets to round out the plan!

The marketing plan will be graded on: the quality of the plan; your understanding of the company, product, or brand;  the market and channels being used (strategy); and your level of originality and creativity.   A template is provided for you to structure your plan so that you may spend your work time focused on strategizing and subsequently documenting that strategy in the form of a marketing plan.

Instructions:

Individually create and submit a marketing plan following the SOSTAC planning model (discussed below).  Format your document as follows: Arial or Calibri font, double-spaced, 1” margins (“Normal margins” in Microsoft Word”), 10-20 pages are required for the main text. Tables and exhibits can be attached as appendices.

A-level projects will also consist of at least one original idea that could become a buzz-worthy component to the campaign.

See the downloads below for the plan template.   Also provided is a checklist-style evaluation sheet to make sure you are covering all requirements to earn full credit for this assignment.  Two sample plans are also included in the download materials to serve as inspiration.

In addition I have attached a sample outline in which you will see the activities that you did the past couple weeks.

SOSTAC Model:

There are seemingly abundant models and frameworks for everything in business.  This rings so true today in the world of technology, that the words “model” and “framework” (as well as “platform” and “library” for our programmer colleagues) often elicit annoyed groans and sarcastic eye-rolls.  So, for our purposes, we’re not trying to become SOSTAC Certified—which, yes, that’s a real thing—but we are hoping to become aware that such a model exists.

SOSTAC is an acronym for the stages of marketing planning as identified by Paul R. Smith (who goes by PR Smith and runs the PR Smith Marketing Consultancy).  The stages should sound rather familiar to you at this point, and I’ll encourage you to conduct further exploration into this topic based upon your interest level in a marketing career.  What will be expected in terms of this assignment, however, is that you are clearly following these stages and have all stages represented within your plan.

  • S – Situation Analysis
  • O – Objectives (quantifiable, as opposed to goals)
  • S – Strategy
  • T – Tactics
  • A – Actions
  • C – Control (including Evaluation)

Requirements:

A project checklist has been included with the assignment downloads this week, but those address the content within your plan.  How do you know you’re meeting all requirements for the overall assignment?  Use the checklist below.

  • Collect Worksheets 1-9 completed earlier in this course
  • Review all Assignment 4 instructions and downloads (including a read-through of the examples)
  • Utilize the PDM A4 Template to create a marketing plan for the business, brand, or product you’ve been representing this term.  Do not alter the template’s format, but you may improve upon it (not remove!) if you so desire.  This involves a lot of writing.  We’ve created worksheets 1-9 which give us many of the “ideas” but now we have to document those ideas in writing!
  • If any of your tables from Worksheets 1-9 are highly relevant to the text you wrote within the plan, include that table (or those tables) as appendices at the end of the template.  Just copy and paste the tables over and make sure you provide them with headers like Appendix A, Appendix B, etc.
  • Proofread, proofread, proofread!  Don’t get nickle-and-dime’d with points deductions by making sloppy mistakes.  Typos, spelling, punctuation, grammar… they add up quickly!
  • Submit your completed (individual!) marketing plan by the deadline.  Allow plenty of time for uploads if on mobile, experiencing connection issues, or if the server is overloaded.  These common issues are not grounds for an extension and occasionally cause the dreaded automatic-zero even after hours of work!

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