For the final project, you will create a marketing plan presentation. As the final step in your journey toward your bachelor of science in marketing, you will complete a capstone that integrates the knowledge and skills you have developed in previous coursework and over the duration of the term by developing your marketing plan presentation. This capstone has been created to give you an opportunity to apply your knowledge to a real-world scenario. You will have the opportunity to demonstrate your creativity as you create your own product or service. Additionally, you will apply your analytic skills as you review the competitive landscape. You will also make decisions based on research and your strategic thinking as you apply it all in the development of a marketing plan. Understanding and mastery of these three skills is integral to success in the marketing field.
Evaluation of Capstone: This capstone will be assessed somewhat differently than other courses you have taken online at SNHU. You will be evaluated on your final PowerPoint presentation, including speaker notes (with optional voice-over), in determining whether you have demonstrated proficiency in each outcome. Your instructor will guide you through this process, keeping a running narrative of your strengths and weaknesses in relation to the outcomes as you progress through the class. Your work is expected to meet the highest professional standards.
This assessment will evaluate your mastery with respect to the following outcomes:
Utilize primary and secondary data to determine the position of a product in the market
Recommend strategies for maximizing both internal and external opportunities through the effective use of the marketing mix
Develop strategic marketing plans in alignment with stated missions, objectives, and goals of the organizations
Employ effective written and oral communication skills appropriate to the professional marketing context
Apply legal and ethical principles to marketing activities
Collaborate in cross functional internal and external environments to ensure the creation, capture, and delivery of value
Prompt
Imagine that you have just created what you think will be the “next big thing.” You have managed to patent it and secure any necessary copyrights, and you are lining people up to work with you. The only thing you have not figured out is exactly how you are going to sell this. You have the idea and you have the prototype, but who will buy this and how will you reach them? It is time to develop a marketing plan.
As much as you think your product or service will sell itself, a successful marketing plan is what is really going to make it happen.
The most effective marketing plans are those that are most complete and consist of all the most appropriate elements. This means including all of the following:
A product/service summary
A strengths, weaknesses, opportunities, and threats (SWOT) analysis
A target market analysis
Marketing objectives
A marketing mix analysis, implementation, and evaluation
Individually, these pieces might be enough to get people interested, but bringing them together effectively is what turns interest into purchase.
Your marketing plan needs to have clear goals and objectives and a well-developed understanding of the strengths and weaknesses of your product or service. The plan also needs to include who you are going to try and sell your product or service to, and how you are going to make that happen. (You need to understand your customer). Once you have planned your work, you will need to outline the implementation of your plan, all the while making sure that you are
staying true to your objectives.
Your presentation must:
Demonstrate professional quality
Include speaker notes for each slide that capture the thought process and justification for the information on the slide
Effectively communicate your product and plan to stakeholders