Signature Work Assignment Handout 2022(4)

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School

Tri-County Technical College *

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Course

101

Subject

Marketing

Date

Feb 20, 2024

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MKT 101: Marketing Project Purpose: Marketing 101 is a first-year course in the Business Administration program. The marketing project is a collaborative project. A collaborative project is a team-based assignment in which you will work and complete a project with others to increase your academic knowledge and develop skills for solving problems in a team setting. Your team will create a multi-phase written document covering the creation of a product/service and all the steps required to create a marketing strategy for that product/service. You and your team will also do a brief 5-10 minute PowerPoint presentation to the class detailing your marketing strategy. You will practice the following course competencies in your marketing project.  Apply marketing research.  Create a product strategy.  Create a price strategy.  Create a place/distribution strategy.  Create a promotion strategy.  Apply customer relationship marketing. During this project you will learn how to select the appropriate target market for your product. You will also learn how to create an effective marketing mix for your product. The overall purpose of this project is to show you how pervasive marketing is in our lives and how companies utilize the marketing mix to create value for customers. You will also learn what it means to create relationships with customers. You will be able to apply this knowledge in your everyday life as you look at the marketing applications that directly affect you. Your project is worth 30% of your total grade for the course. The grade breakdown for all of the project components will be as follows. Team member assessments 20%, written project 65%, team presentation 15%. Task: Written Project (65%):

You will compose a multi-phase report that contains the required information. Each project component should be typed into a Word document and follow the provided templates. Use MLA format to cite all sources. #1: Your first task will be to apply marketing research to identify a product or service that you think is needed in this area. Your team may utilize any marketing research techniques covered in the text. Just make sure that you document all of your results/statistics.  Marketing project contains primary data.  Marketing project contains secondary data.  Apply the appropriate survey method(s): (mail, telephone, online, and personal) for your marketing project. #2: Your team will identify who the target market(s) will be for the product/service.  Team identifies a firm's product for marketing.  Team identifies the target market.  Team selects the appropriate target market segmentation variables.  Team justifies selected segmentation variables. #3: Your team will create a product strategy for this product/service.  Marketing project product is classified as a good, service, or idea.  Marketing project product is classified as a Consumer or Business product.  Marketing project product brand is created.  Marketing project product design/packaging reflects product brand. #4: Your team will create a pricing strategy for this product/service.  Marketing project pricing strategy is identified as either differential, new-product, product-line, psychological, or promotional.  Marketing project pricing bases will be selected based on demand, costs, or competition. #5: Your team will create a place/distribution strategy for this product/service.  Marketing project identifies the intensity of market coverage for the product.

 Marketing project identifies at least 3 main retailers or distribution methods for your product.  Marketing project identifies strategic issues in retailing or distribution for the 3 options you selected. #6: Your team will create a promotion strategy for this product/service.  Promotion strategy identifies and analyzes the target audience.  Promotion strategy defines advertising objectives.  Promotion strategy is created around an advertising platform.  Promotion strategy determines advertising appropriation.  Promotion strategy develops a media plan.  Promotion strategy creates an advertising message.  Marketing project explains a proper selection of the different types of advertising media for your product.  Marketing project explains a public relations component in the promotion strategy. #7: Your team will integrate a customer relationship marketing aspect into the project.  Marketing project explains a strategy that focuses on customer lifetime value.  Marketing project describes a strategy that focuses on long-term relationships.  Marketing project describes a strategy that focuses on consumer buying behavior. Team Presentation (15%): You will also create a brief 5-10-minute PowerPoint presentation for the class. Your presentation will just be a summary of your report. Your presentation should contain 4-8 slides. Everyone on the team needs to speak during the presentation. I will give you a sample template of how the PowerPoint should be organized. (Online students will receive different instructions). Criteria:

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You will be evaluated on the quality of your project, presentation, and participation. Rubrics will be provided to you for the report, presentation, and team assessment.

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