Marketing Plan
Details One of the challenges of the virtual marketplace is to create marketing plans that include communicating online the company- products and service opportunities and a hybrid plan that still takes traditional channels into account.
A marketing plan follows the company- business or strategic plan, which is focused on meeting the following two things:
The quantitative goals, such as revenue and market share reach
The qualitative goals, such as brand awareness and community goodwill
This week, detail the promotional plan by defining the following:
What is the overall marketing message for your promotional plan?
Prepare 2 advertisements for cross-selling between traditional and digital options. The following are examples:
A magazine ad that promotes the company- Web site
A banner ad that advertises the company- Web site
Develop a 1-year media calendar focusing on a traditional and online hybrid of 4 media platforms.
Your Key Assignment draft will organize the plan based on the research you have done during Weeks 1-3. Next, as you prepare the plan draft, outline the information to be included in the following sections:
What is the overall marketing message for your promotional plan?
Prepare 2 advertisements for cross-selling between traditional and digital options. Examples include the following:
A magazine ad that promotes the company- Web site
A banner ad that advertises the company- Web site
Develop a 1-year media calendar focusing on a traditional and online hybrid of 4 media platforms.
Students will prepare the marketing plan draft and outline information to be included in the following sections:
Executive Summary: This section highlights the key points of the plan.
Situational Analysis: This section includes the following:
The target market segments, which include details about demographics, psychographics, current environments, industry trends, and anything that creates a snapshot of what is currently going on in the industry
Product Strategy: This section includes what products are being sold, a description of the products, and their features and benefits.
Competitive Analysis: This section includes a strengths, weaknesses, opportunities, and threats (SWOT) analysis and any other necessary competitive information.
Marketing Goals: This section explains what you are trying to accomplish.
Marketing Objectives: This section includes how the marketing plan will meet the objectives of the business plan.
Strategic Initiatives: This section includes information about how the product is positioned in the marketplace and "market space," differentiation strategies, pricing, and distribution.
Tactics: This section details what tactics you will use to implement and meet the marketing goals. It includes the promotional plan, including advertising and promotional campaigns, along with a media plan.
Budget: The budget includes information about where you will spend the money.
Conclusion: This reiterates the key points of the plan and what will be accomplished, including the following:
How you will win the marketplace?
Possible barriers to success
How results and marketing return on investment (ROI) will be measured
Deliverable Length: 1,500-2,500 words
USA 
India