Marketing, MAR 2011

Instructor:

• Tom Walker
• Office: V-007H
• Office Phone: 407.708.2372
• e-mail: walkert@scc-fl.edu

Note: I prefer phone calls!

Required Textbook:

• Marketing
• 2006 Edition
• Authors: Pride, Ferrell

Tentative Class Schedule

Marketing Project

A Marketing Plan is one section within a company's overall Business Plan. Purpose of the business plan is to generate interest from bankers, venture capitalists or the Small Business Administration for the purpose of raising money to finance your business. Using Appendix C of your text book include the following information in your Marketing Plan.

Format of your Marketing Project (follow this sequence):

• Cover sheet: Your name, product you are selling. Duplicate either your ad or home page as your cover sheet. Use color! Show Sizzle! (Duplicate your ad/ Homepage)
• Market Plan: Follow the modified format of Appendix C in your text book.
• In your Executive Summary describe your product and your target market.
• Advertisement: Include your URL. The URL will "point me" to your Web site. Within the Promotional Section of the Four P's of your Marketing Plan, tell me in which targeted publications your ad will appear.
• Slogan: Include your slogan within your ad. Make a short, snappy and the point!
• Web site:
  
  • Homepage w/ URL
  • Product/ pricing pages
  • Ordering page
  • Terms and conditions

Market Plan Format:

I. Executive Summary:

• Name of your company
• Your company's history
• What is your product
• Your target market
• Why would your target market want to buy your product?
• What benefits will they derive by buying your product
• Slogan: Catchy. Short. To the Point

II. Environmental Analysis

1. Marketing Environment
   
   1. Competitive Forces
   2. Economic Forces
   3. Legal & Regulatory (if applicable)
   4. Technological Forces (If relevant)
   5. Sociological & Cultural Forces
2. Target Market(s)
   1. Primary market
   2. Secondary market
3. Current Marketing Objectives (1st year)

III. SWOT Analysis

1. Strengths
2. Weaknesses
3. Opportunities
4. Threats

IV. Strategic Marketing Objectives (Year two-four)

V. Marketing Strategies

• Marketing Mix
  
  1. Product
  2. Price
  3. Place
  4. Promotion (include name of magazine(s) where you will place ad)

VI. First Year Timetable- Implementation Plan

Helpful Suggestions: Marketing Plan, Slogan, Web Site and Advertisement

Executive Summary: Corporate Background- tell me about your company's history, length of time in business and your location.

• Product: What is your product or service? What's unique about your product?
• Who is your target market? What are the characteristics of your typical buyer?
• Why would target market buy your product? What benefits will they receive?
• Who is your competition? How do you differentiate yourself?

Marketing Mix:

• Where will you advertise your message (magazines, TV, newspaper, movie theater ads etc.)? Be specific! Why did you choose those venues?

Advertisement:

• How will prospect find their way to your web site? What is your URL?

Web Site:

• What will prospect see when they get to your home page?
• How does prospect order your product?

Terms and Conditions:

• Methods of payment? How will customers pay for your product?
• Security for method of payment?
• Methods of shipping you will provide?
• What product guarantees/ warranties will you provide?
• Your return policy?

Project- Grading Criteria: (20 percent of your overall grade)

Overall Semester Grade

1. Grading: There will be four tests per semester, accounting for 80 percent of your grade: Failure to take a test or turn in the project will result in a zero for that task. Failure to take a test or turn in the project means a final grade no higher than a D for the course.Tests are combination of True/ False and Multiple Choice. Project counts for 20 percent of your final grade.

2. Final Grade of F after the Add/ Drop Date:

If you withdraw voluntarily after the official withdrawal date for students, you must contact the instructor and make him aware of your reason for withdrawal-illness, change in job requirements etc. If you fail to contact the instructor either in person or via telephone (407.708.2372), you will be awarded a final grade of F for the semester grade. If you contact the instructor with a valid reason, a grade of "W2" may be awarded i.e. class withdrawal. In addition if you have an excessive number of absences (10 percent) of class attendances and/ or excessive late to class, you will also be subject to a semester grade of F.

3. Tests: There will be four tests. Tests will consist of a combination of True/False, Matching and Multiple Choice questions. Tests will be derived from a combination of your reading and lecture material. Take good notes. Your final grade will be a combination of the four tests plus the term paper.

4. Grading Scale:

• 90-100 percent = A
• 80-89 percent = B
• 70-79 percent = C
• 60-69 percent = D
• Less than 60 is an F

Did you know?

SCC's Business Administration and Management programs help students develop the high level skills needed to become an effective manager.