Bus 620 Managerial Marketing (Marketing Plan)

Develop a 12- to14-page marketing plan (not including the title and reference pages, charts and/or graphs) for any product of your choice.


Marketing plan must:



Analyze the specific marketplace situation in detail, including organizational strengths, weaknesses, environmental opportunities, and threats (SWOT analysis).


Develop an organizational mission statement, and forecast performance goals using your situational analysis.


Design a marketing strategy based upon your objectives.


Create an appropriate integrated marketing mix, which will include your ability to effectively appeal to the specific market segments you will be targeting.


Develop a written summary and specific recommendations for the implementation of your plan.


Writing the Final Paper

The Final Paper:

Must be 12  to 14 double-spaced pages in length (not including the title and reference pages, charts and/or graphs), and formatted according to APA style.


Must begin with an introductory paragraph that has a succinct thesis statement.


Must address the topic of the paper with critical thought.


Must end with a conclusion that reaffirms your thesis.


Must use at least four scholarly sources, in addition to the text.


Must document all sources in APA style, as outlined in the Ashford Writing Center.



Must include a separate reference page, formatted according to APA style


Required Text:


Finch, J. (2012). Managerial marketing. San Diego, CA: Bridgepoint Education, Inc. 






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