Unit 7 Assignment Directions: Marketing Plan Part 3 Tactics and Implementation Purpose Part 3 of your marketing plan will allow you to build on your initial overview and environmental scan. You will deepen your ability to be agile given the research you compiled in Parts 1 and 2, and based on your analysis, you will develop the final part of your plan, including the offering strategy, branding, pricing, incentives, communication, distribution, and the implementation and control. Utilize your findings and instructor feedback from Parts 1 and 2 as you complete the strategic components of your plan in Part 3. As you did with Parts 1 and 2, you will acquire knowledge of your selected topic through primary and secondary research and convert that knowledge into a cohesive marketing plan. Your marketing plan will demonstrate value to customers and reflect a vision for profitability that encompasses the new realities of today’s dynamic and advancing marketing environment. Task Complete Part 3 of your marketing plan. Part 3 of your marketing plan evaluates the tactical components including the offering features, brand, price, incentives, communication, and distribution strategy. Then, you will develop the implementation and evaluation plan, building on a foundation from Parts 1 and 2 and encapsulating the action component of your marketing plan. In Part 3 of your marketing plan, you will: Review the Marketing Plan Template for information on developing the content for your assignment. Refer to the feedback from your submission of Parts 1 and 2 and make any appropriate updates. Add the subsequent sections from Part 3 of the marketing plan for the tactics and implementation part of your plan. Complete the tactics and implementation of your marketing plan. Product/Service Components Marketing Mix Integration Development and Deployment Any Exhibits, Appendices, and Reference Page Including all relevant items from all three parts of your plan Reminder: The template contains the components of the entire marketing plan. This unit assignment focuses on Part 3. Review the feedback and make updates from Parts 1 and 2 and complete Part 3 of the marketing plan for this assignment. You will end with a complete marketing plan with all three parts. Format Requirements Format your submission to comply with these requirements: Create your marketing plan in a Microsoft Word document formatted as a professional document. 1-inch margins Double-spaced 12-point Times New Roman font Follow the basic outline depicted in the Marketing Plan Template. Organize sections using headings and subheadings to improve readability. Include tables, graphs, and figures as appendices. Research and References Requirement All statements of fact must be supported by a credible source, and that source must be cited using in-text citations. See Is My Source Credible? Include a list of your sources. The reference list is required and should appear at the end of each submission and then moved to be combined at the end of Part 3. The references will be on a separate page.
This assignment requires you to build on your coursework 1 (group presentation) and produce an expanded, in-depth international marketing strategy for Booja-Booja Ice Cream (refer to case Expanding Booja-Booja Ice Cream Internationally available for download on Blackboard Ultra). The focus of the strategy is on developing an internationally-coherent brand positioning concept for Booja-Booja, to enable it to build brand awareness on an international level, and making tactical recommendations for marketing Booja-Booja across its focal markets of interest. For the purpose of this assignment, you should choose one market as follows: any country in Europe (but not the UK or Germany), Asia, Africa, America or Australia and it should be different from the one covered in your group assignment).
Review the Market Performance Data For Company A PowerPoint presentation. Company A is a start-up offering online tax information and tax preparation software. In addition to Google Analytics service, they are using ABC Online reporting to summarize web-based information. Review all metrics reported by ABC Online. Create a 5-to 6-slide presentation based on the data, and do the following: Identify which measures would be key performance indicators (KPIs) – list your data. Identify which measures indicate conversion rates - list your data. Identify 3 measures you think would indicate areas where marketing efforts could be improved. Explain why these indicators suggest a need for action - list your data. For each of these 3 measures, recommend 1–2 specific marketing actions that would improve that measure. ASSIGNMENT PPT ENSURE you list and explain DATA in your analysis to identify the different measures. Balance graphics (charts/graphs/clip art) and the written word on each slide of your PPT. Utilize the discussion notes section to add content to your presentation. Remember, your first slide is your cover slide, and your final slide is for your References (in APA format).
Things I'd like to see from the presentation - First impression - Fast brain activation - Attention-grabbing - Last impression (Consider market analysis, cultural adaptation, positioning, and entry strategies). Use real data and graphs to demonstrate and drive points home. Why? NIKE — Best for Dynamic, High-Energy, Attention-Grabbing Presentations Why it's a great choice Extremely strong global positioning (“Just Do It”) ? perfect case study for brand consistency + cultural adaptation. Uses powerful emotional storytelling ? great for first/last impression. Enters markets using influencers, localized campaigns, and sports partnerships. Good ‘hooks’ for your presentation Start with a dramatic sport clip -> instant attention. Use examples like: Nike hijab, Japan Running Culture, China’s “Dare to Become Please make very nice slides that are aesthetically pleasing to look at, and also grab attention. An additional PDF summary of the slides and key points would also be appreciated
Discuss the role of demographics in relationship to integrated marketing communications. Your original response is due by 11:59 pm (Eastern time) on Wednesday, and then reply to another student’s post by the same deadline. The required length for your original posting is 350 words, and your reply should be a minimum of 250 words. Also please make sure to add references that support your initial response. This is a good practice and increases your knowledge on the topic. Please let me know if you have any questions.
To learn more about the marketing function within your company/organization. Learn from each other what marketing practices exist in different business, industries, etc Task: Please review with your organization how your company is currently operating in two of the below areas (choose any two areas that you are the most interested in) and prepare a one-page paper (you can do bullet points) for class discussion. Make sure that you submit your one-pager into Carmen prior to your class. See below for the list of questions: a) General Marketing Questions (including goals/STP): - What is the internal structure for the marketing team and how are decisions made? - What are they key roles and responsibilities for the marketing team? - What are you company’s marketing goals (if there are any )/Are they aligned/connected with company mission/vision/goals? - What is your target audience? How do you identify your target audience? - Does your organization have a marketing plan (strategic plan for marketing function)? Please provide details about what it is and how it serves your company. - What are the challenges for the marketing team? - What should be done differently (based on your discussion with your marketing function and your observation)? b) Marketing budgeting (special section for the “finance” students): - How is the marketing budget set? - What are the main assumptions / drivers that impact a marketing budget? - Do financial teams and marketing teams interact closely to set the budget? - What are the primary challenges in developing a marketing budget? - What suggestions do you have to improve the process? c) Marketing Research: - What kind of marketing research is your marketing team doing? - Does your organization use external or internal resources to conduct research (agency, etc.)? - What research approach is used by your company? (observation, focus groups, survey etc.) - What instruments/resources do they use (questionnaire, qualitative measures, etc.)? - Is marketing research is done consistently and how does research drive marketing decisions? - What are the challenges related to marketing research? - What should be done differently (based on your discussion with your marketing function and your observation)? d) Product: - Who is in charge of decision making on product/service offerings? - What are the main drivers of product/service decisions? - How are the decisions on product offerings evaluated afterwards to identify areas for improvement? - What are the main challenges in product offerings? - What you think should be done differently? e) Pricing: - Who is in charge of decision making on pricing? - How is pricing set? - 7 - - What are the main drivers of pricing decisions? - How are the decisions on pricing evaluated afterwards to identify areas for improvement? - What are the main challenges in pricing strategy? - What you think should be done differently? f) Placement: - What marketing channels does your company use? - How are the decisions about marketing channels made? - What are the main drivers of “placement” decisions? - Where else can your company grow? - What are the main challenges in placement strategy? - What do you think should be done differently? g) Promotion/Communication: - Is your company advertising? What kind and how are the decisions made? - Does your company use sales promotions? What are the main drivers of promotion decisions? - How are the decisions on promotion evaluated afterwards to identify areas for improvement? - What are the primary inputs for the marketing communication strategy (research, etc.)? - What is the approach on social media? - Is the public relationships group part of the marketing team? - What are the challenges of marketing communication/promotion? - What should be done differently
1. Introduction Purpose: briefly introduce the study. What to include: Who are the authors and year. What they studied (topic, context, scope). Why the study is important or relevant. Example: “Breivik et al. (2023) studied inventory turnover efficiency by considering both firm-level and environmental factors, highlighting that performance is shaped not only by financial ratios but also by external conditions.” 2. Key Research Methodologies Purpose: explain how the research was conducted. What to include: The method used (e.g., Stochastic Frontier Analysis, panel regression). The dependent variable (always say what the DV is — here, inventory turnover). The independent variables (firm size, sales growth, gross margin, capital intensity, environmental factors). The model form (equation or regression design). Example: “Breivik et al. (2023) applied Stochastic Frontier Analysis (SFA) with inventory turnover ratio as the dependent variable (COGS ÷ Average Inventory). Explanatory variables included firm size, sales growth, gross margin, and location. The model took the form IT_{it} = f(X_{it};\beta)\exp(v_{it}-u_{it})ITit=f(Xit;?)exp(vit?uit), where u_{it}uit captures inefficiency.” 3. Key Findings and Research Gaps Purpose: summarize what the study found, and point out its limits. What to include: The results (positive/negative correlations, main drivers). Why the results matter. Limitations (only one industry, only U.S./Norway, not digital platforms). Future research directions (apply to platform supply chains). Example: “The study found that sales growth is positively associated with turnover efficiency, while firm size has a mixed effect. Environmental context (urban vs. rural) also mattered significantly. However, the research is limited to Norwegian retail chains and does not address platform-based retail. Future studies could extend the framework to digital resale platforms such as GOAT or StockX.”
Unit 8 Discussion: Reflection, Customer Relationships, and Growth in Modern Marketing Purpose The material for Unit 8 provides an opportunity to reflect and generate ideas for your marketing careers beyond the course. Topic A of the discussion will help you reflect on the foundations developed via your marketing plan and apply them to your professional journey. You will also translate the Unit 8 learning resources to a discussion about customer relationships, sustainability, and growth via topics B or C. Task For this unit's discussion: Everyone will respond to topic A and can choose either B or C for their second topic response. Start a new thread for each topic. Be sure to support each of your responses with references. For full credit, you'll need to reply to more than the minimum two peer threads in addition to your own two initial topic responses. Task 1 Respond to Topic A: Marketing Plan Reflection Reflect on the process of building a marketing plan for your selected topic from this course. Identify and discuss the key components you believe are crucial for a comprehensive marketing strategy. How would you prioritize those elements based on your learning this session? What are some of the challenges to implementing your proposed strategies? How have you observed other companies address these challenges successfully? Task 2 Respond to one of the following topics: Topic B: Intersection of Growth Opportunities and Customer Loyalty Consider how growth opportunities and customer loyalty might intersect. Reflect on strategies that not only attract new customers but also provide a foundation for loyalty. There is an abundance of potential growth opportunities, but there are also risks. Use the course readings, your research, and your personal experiences to consider the following prompts: How can companies balance acquisition with retention and growth of a loyalty customer base? Consider both traditional and emerging opportunities for growth. How might a company leverage technology, market trends, or consumer behavior to develop growth strategies? Topic C: Responsible Marketing Instead of the four Ps of marketing (price, product, place, and promotion), a triple bottom line addresses three Ps—people, planet, and profits. Explore strategies companies use to incorporate social responsibility into their marketing practices while maintaining and sometimes growing profitability. Use the course readings, your research, and your personal experiences to consider the following prompts: How do marketers navigate ethical, sustainability, and social considerations without sacrificing their financial goals? Share your experience with sustainable marketing and how it impacts your consumer behavior. Task 3 Provide at least two response posts to colleagues in one or more of the following ways: Ask a probing question, e.g., "Could you explain...further?" or "Is this what you're saying?" Share examples from the unit resources that support their position or provide a different opinion. Provide insight and connection to your post and the module or section. Submission Credit cannot be given for any discussion postings made after the end of the discussion period. Post your original response to the topic(s) by 11:59 p.m. ET Saturday for full credit on timeliness. Post value-added comments to at least two (2) classmates by 11:59 p.m. ET Tuesday. Criteria for Success Discussion participation is graded using a rubric that is based on the following features: Quality Quantity Timeliness Writing For more information, review the Discussion Rubric. Rubrics Discussion Rubric
Overview: This assignment requires you to critically evaluate the recent pricing strategies of streaming service providers, focusing particularly on the rise of subscription costs and the strategic push toward ad-supported models. Using the article "YouTube Raises Price on TV Streaming Service to $82.99," published by The Wall Street Journal, you will analyze the causes behind price increases, consumer reactions, the strategic implications for the industry, and recommendations for how streaming services can use data to optimize their pricing strategies. Instructions Answer the following questions in paragraph format: Article Summary: Summarize the central message of the WSJ article "YouTube Raises Price on TV Streaming Service to $82.99." Reasons for Price Increases: What reasons are given for streaming service price hikes? Discuss both internal factors (like content costs) and external factors (like industry trends and consumer behavior). Consumer Response: How have consumers been reacting to the continuous price increases in streaming services? Provide examples from the article or from recent credible sources to support your answer. Future of the Streaming Industry: Considering rising prices and the shift toward ad-supported models, what do you predict the streaming industry will look like five years from now? Provide a well-reasoned forecast based on current market trends. Optimizing Pricing Strategies: What types of data analysis should streaming service providers use to optimize their pricing strategies? Recommend specific analytical tools, metrics, or approaches. Comparative Analysis: Compare the pricing strategies of YouTube TV and another major streaming service (such as Disney+, Hulu, or Netflix). How do their strategies reflect their market positioning and target audience? Personal Opinion: Do you believe the current trend of frequent price increases is sustainable for the streaming industry? Support your opinion with market trends, consumer behavior patterns, and examples. Note: When citing examples, use recent and credible sources. Make sure to support your claims and arguments with evidence. Format & Submission Guidelines: Format: Word document Font: Times New Roman, size 12 Spacing: Double spaced Margins: 1" on all sides Left alignment Length: Minimum of 2 full pages, excluding references References: APA format for in-text citations and references Filename: Save your file as "your last name_Pricing" (e.g., Smith_Pricing).
Do Influencers Even Influence? Influencers have become a central part of many marketing strategies, but their true impact is often debated. Do they genuinely shape consumer behavior, or do they primarily generate awareness without driving meaningful action? For this discussion: Define Influence In your own words, what does it mean for an influencer to “influence” an audience? Is it awareness, engagement, or actual purchase behavior? Case Example Share one campaign that used influencers (successful or unsuccessful). Briefly describe the campaign, the influencer(s) involved, the target audience, and the platforms used. Your Perspective Based on your example and your own reasoning, do you believe influencers truly influence consumer decisions? Why or why not? Requirements: Your initial post should be 300 -400words and address all three points. Include links, visuals, or examples if available Evaluation Criteria Clear definition of “influence” Relevant case example with explanation Thoughtful perspective with reasoning
