Strategic Marketing
Brief
Introduction
The Course Project is a strategic
marketing brief and summary reflective presentation for a new product. Similar
to a complete marketing plan, the brief includes topics such as the marketing
mix and promotional mix. In contrast to a marketing plan, the strategic brief
communicates these and other topics to a different audience. It addresses
senior executives and investors rather than managers and frontline workers. As
such, your brief will focus on why your marketing organization
is doing what it is doing rather than the details of what it
is doing and how.
Although you will discuss tactical activities such as advertising
and breakeven point, strive to communicate a high-level strategic perspective
with your writing. To help gain that perspective in the context of marketing,
be sure to watch the Week 2: PlayPosit found in the Week 2 Lesson, which
discusses strategic leadership using marketing examples that have turned into
goods, services, and ideas that are still in market today. As you review the
PlayPosit, focus on the question posed: Why does a product exist?
Begin by selecting a product and company to use as an example
throughout the brief. By using one product and company, the research,
organization, and presentation of your recommendations will be easier. Your
product and company can be imaginary, a business you would be interested in
starting, or an existing product and company that are in market today. The
product can be B2C or B2B, and the company can be any organizational structure.
The product and company are not important because they will merely serve as
examples. That is to say, you’ll include the what and the how,
but you’ll focus your writing about the why.
Guidelines
Use the following guidelines to plan
and conduct your work.
- Reference
your textbook and conduct research using at least three additional
authoritative sources from the DeVry LibraryLinks to an external site.. - All
work must be formatted in accordance with APA seventh edition guidelines,
and each draft must include a cover page and references page.
Drafts
- Drafts
are due at the end of Weeks 2, 4, 6, and 7, with a reflective presentation
in Week 8 using PowerPoint. - Use
Microsoft Word for all project draft submissions. Microsoft Word is
available through the online student store, and free training is available
at your convenience through the DeVry Library’s
Ask A LibrarianLinks to an external site. service. - Each
section should be about one page long, so each draft should be about two
pages long with the exception of Week 7’s draft, which will be
approximately one page long. - For
the final draft, resubmit all prior drafts of the project to submit all
sections together in one comprehensive paper. The final draft, including
all seven sections, should be no more than 10 pages long.
Presentation
- The
reflective presentation is due at the end of Week 8. - You
should use Microsoft PowerPoint for the presentation submission.
PowerPoint is available through the online student store, and free
training is available at your convenience through the DeVry Library’s
Ask A LibrarianLinks to an external site. service. - The
presentation should be 10 slides long and include a cover slide, one
summary slide for each of the seven paper sections, and an additional
slide on Ethical Implications before concluding with one reference slide.
Outlines
Follow the prompts in the outlines
that follow to write a paper and create a summary presentation that discusses
the following topics for your product and company. The prompts are intended to
guide the types of information you should include for each respective section,
but you can connect other topic areas you believe are critically relevant to
your specific choice.
Draft 1
- Marketing
Environment - Buyer
Behavior
Draft 2
- Insights
and Segmentation - Product
Strategy
Draft 3
- Pricing
Strategy - Distribution
Strategy
Final Draft*
- Promotional
Strategy
*For your Final Draft, please resubmit the prior sections from
Drafts 1, 2, and 3 to submit a comprehensive paper containing all seven
sections.