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Final Project Guidelines and Rubric
Overview
For the final project, you will cre
Final Project Guidelines and Rubric
Overview
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
Milestones
Milestone One: SWOT Analysis
In Module Two, you will complete a SWOT analysis for your new product or service. You must include at least three items in each quadrant, including any legal or ethical implications. You will submit your SWOT to the discussion topic as an image and write a brief overview of your findings that includes the following:
Which of your strengths are the most likely to help in the development of marketing activities?
Which of your identified opportunities will you pursue first and why?
Which of your threats are you most concerned about?
What are the gaps not addressed in the SWOT that you need to be aware of as you move forward in the development of your marketing plan?
What legal and ethical implications are considered?
Then you will respond to your classmates, identifying any similarities between your SWOT findings and discussing how those may have different impacts on your marketing plans because the products or services are different. This milestone will be graded using the Milestone One Rubric.
Milestone Two: Marketing Plan Presentation Draft
In Module Four, you will submit a draft of your slides, with speaker notes, for the following sections of the marketing plan:
Product/service summary
SWOT analysis
Target market analysis
Marketing objectives
This milestone will be graded using the Milestone Two Rubric.
Milestone Three: Draft Marketing Mix Slides
In Module Five, you will submit a draft of your marketing mix/marketing strategy slides with speaker notes for review. You will address each of the four Ps:
Product: The product or service being offered
Price: The cost of the product or service
Place: How the product or service is available to the customer
Promotion: The marketing activities that communicate the product or services benefits
Be sure to consider your SWOT findings and include how you will use this information in the development of your marketing strategy. This milestone will be graded using the Milestone Three Rubric.
Final Submission: Marketing Plan Presentation
In Module Seven, you will submit your final project. It should be a complete, polished artifact containing all of the critical elements of the final project. It should reflect the incorporation of feedback gained throughout the course. This submission will be graded with the Final Project Rubric.
What to Submit
If sources are used, include a final slide of all sources in APA format.
This rubric will be applied to all components as a whole, and no component will be assessed on its own. The “Possible Indicators of Success” are examples for you and the instructor of the types of concepts to look for to demonstrate proficiency. They are neither exhaustive nor proscriiptive and should be used as guides for illustrating how your capstone embodies the outcome. All outcomes are weighted equally.
Final Project Rubric
Course Outcome Progress Toward Meeting the Outcome Value
Utilize primary and secondary data to determine the position of a product in the market Emerging (100%) Not Evident (0%) 17
Recommend strategies for maximizing both internal and external opportunities through the effective use of the marketing mix Emerging (100%) Not Evident (0%) 17
Develop strategic marketing plans in alignment with stated missions, objectives, and goals of the organizations Emerging (100%) Not Evident (0%) 17
Employ effective written and oral communication skills appropriate to the professional marketing context Emerging (100%) Not Evident (0%) 16
Apply legal and ethical principles to marketing activities Emerging (100%) Not Evident (0%) 17
Collaborate in cross functional internal and external environments to ensure the creation, capture, and delivery of value Emerging (100%) Not Evident (0%) 16
Total: 100%
Possible Indicators of Success
Utilize primary and secondary data to determine the position of a product in the market
Does the capstone demonstrate the student’s ability to analyze primary and secondary data to distill actionable findings? Does it demonstrate the student’s ability to conduct primary research in relation to project needs?
Does the capstone demonstrate the student’s ability to develop a research framework that can yield measurable results? Does it distill secondary data into what is most relevant and create primary research tools that align with the research goals?
Does the capstone demonstrate the student’s ability to evaluate the product position options available? Does it identify market position options and apply market research findings to select the optimal positioning?
Recommend strategies for maximizing both internal and external opportunities through the effective use of the marketing mix
Does the capstone demonstrate the student’s ability to develop strategies utilizing all elements of the marketing mix? Does it identify ways to take advantage of internal and external marketing opportunities?
Does the capstone demonstrate the student’s ability to complete an informed, insightful SWOT analysis? Does it allow the student to turn findings into strategies that address both internal and external prospects?
Does the capstone explore multiple marketing strategies and identify which will work best given the product or service the student is promoting? Does the capstone demonstrate the student’s ability to determine and evaluate the most effective marketing strategies for a specific product or service?
Develop strategic marketing plans in alignment with stated missions, objectives, and goals of the organizations
Does the capstone demonstrate the student’s ability to develop marketing strategies that can meet specific objectives? Does the student interpret organizational objectives? Does the marketing plan promote and support those objectives?
Does the capstone demonstrate the student’s ability to identify messaging and marketing channels that align with a company’s mission, objectives, and goals? Does it determine the marketing channels and messaging that the new product should be using?
Does the capstone demonstrate the student’s ability to evaluate marketing plans in relation to a company’s mission and objectives? Does it develop a marketing plan with consideration to the alignment of the organization’s mission, objectives, and goals?
Employ effective written and oral communication skills appropriate to the professional marketing context
Does the capstone demonstrate the student’s ability to create an effective professional presentation? Does it demonstrate qualities of effective professional communication?
Does the capstone demonstrate the student’s ability to effectively use their communication skills to share the findings of their capstone work? Does it accurately use marketing terminology to effectively communicate their content?
Apply legal and ethical principles to marketing activities
Does the capstone demonstrate the student’s ability to develop marketing recommendations that are legally and ethically sound?
Does the capstone demonstrate the student’s ability to evaluate marketing activities for legal and ethical implications? Does it conform to accepted ethical standards? Does it adhere to all legal standards?
Collaborate in cross functional internal and external environments to ensure the creation, capture, and delivery of value
Does the capstone demonstrate the student’s ability to develop a marketing plan that demonstrates an understanding of the cross functional teams involved in the execution of the plan? Does it determine teams that are needed for collaboration? Does it analyze the teams’ role in the creation, capture, and delivery of value?
Does the capstone demonstrate the student’s ability to identify opportunities for collaboration in internal and external environments? Does it determine the places within a marketing plan where other departments or organizations would be consulted for ensuring the creation, capture, and delivery of value?
Does the capstone demonstrate the student’s ability to recognize how different internal and external environments can contribute the creation, capture, and delivery of value? Does it establish how value is created, captured, and delivered? Does it describe how this is accomplished across different groups?
polished artifact containing all of the critical elements of the final project
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We assure you a quality paper that is 100% free from plagiarism and AI.
You can choose either format of your choice ( Apa, Mla, Havard, Chicago, or any other)
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