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GB530: Marketing Management unit 3

Unit 3 Assignment Rubric
Introduction: The major project in this course is to complete a Brand
Extension Marketing Plan for one new product on the behalf of an existing for-profit organization.
Using the Marketing Plan guide found in Doc Sharing, complete and submit the following
components of your Marketing Plan.
Unit 3 Marketing Plan: Connecting with the Customer
3.1 Mission (review “mission” in Chapter 2)
? Establish the fundamental goals for the quality of your business/product offering and
customer satisfaction.
? Define your business/product offering.
? What are your fundamental goals? (Fundamental goals are those that you would like to
achieve with your new product, either as an individual product or as part of the overall
company mission. These are directional goals that provide the overall strategic direction for
management planning.)
? State the value proposition. Be sure to look up this term in your Kotler text if you don’t
fully understand it.
3.2 Marketing Objectives
Include a sentence or two about each of the following:
? What are your specific marketing objectives?
? Market share: what is your growth objective by quarter?
? Market penetration: how do you plan to gain a share in this market?
? Awareness: how do you plan to gain awareness for your product?
? Customer acquisition: how do you plan to grow your customer base?
? Identify a specific, measurable market share and size.
Remember that your objectives need to be quantifiable. In other words, objectives need to have a
base point, end point, and time frame so you can research to see if you have reached your
benchmarks or if your plan needs adjustment. [GB530| Marketing Management]
3.3 Financial Objectives: Skip this section for now. You will do this later.
3.4 Target Markets (refer again to Chapter 8 of your Kotler text to make sure you fully understand
what is meant by target market segments)
? Identify the specific target market segments you have defined. What are the market niches you
hope to capture? Describe.
? Include the rationale behind why these are the optimal target marketing segments. Be specific.
Submit your response to the above questions into the Unit 3 Assignment Dropbox.
The components of your Brand Extension Marketing Plan for Unit 3 are evaluated using this rubric.
Unit 3 Brand Extension Marketing Plan Assignment Rubric
Criteria Possible
Mission Established fundamental goals for the quality of your business
offering and customer satisfaction
Defined your business/product offering 5
Defined your specific goals for this planning period 5
Objectives Set specific marketing objectives 5
Included market share, market penetration, awareness, and
customer acquisition plan
Identified a specific, measurable market share and size 10
Target Markets Identified the specific target market segments 10
Included the rationale behind why these are the optimal target
market segments
Content, Clear business writing. Spelling and grammar are acceptable 15[GB530| Mark

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