Assignment 3: Marketing Plan

Credit Weight: 25% of final grade

Due Date: After completing Lesson 21 and before you write the final exam

Requirements: Create a marketing plan for an e-commerce business (up to 20 double-spaced pages)

Instructions

1.       Choose a new or existing e-commerce business for which to create an e-marketing plan. The business must use digital marketing and must have an online presence through computers and/or mobile channels. You will be expected to synthesize and apply information and principles covered throughout the course.

2.       Design your e-marketing plan based on the structure outlined below (use sections, with major and minor headings). Your plan may use additional sub-headings, but you MUST include the headings listed below. Use and reference information and ideas from the textbook where appropriate. For further guidance, see textbook Section 1.7: Crafting a Digital Marketing Strategy.

• Table of contents
• Introduction (include an overview of the company and its website)
• Context (e.g., PESTLE analysis, SWOT analysis)
• Value exchange (segmenting, targeting, positioning: what does the company offer to customers?)
• Objectives (SMART: goals, tactics, KPIs, targets)
• Tactics and evaluation (tools, outcomes, implementation strategy, budget)
• Ongoing optimization (data analytics and conversion optimization)
• Conclusion
• References

3.       Whether you use your own idea for a company or research an existing e-commerce business, you may not be able to access complete information. Where information is incomplete, make reasonable assumptions to “fill in the blanks.” However, be sure to state your assumptions and support them if/as necessary.

4.       If you require assistance in choosing an e-commerce business or with aspects of your plan, please contact the Student Support Centre. For writing assistance or help with APA Style.

Format

• text file: MS-Word or .rtf
• one-inch margins
• 12-point font
• double-spaced type
• up to 20 pages plus title page and references
• file name: last name, course name, assignment number: Smith_MKTG410_assign3
• include a title page (course name, assignment name, your name, your student ID, instructor’s name, date)
• include a table of contents (one page) with major headings and page numbers
• include section headings (subheadings optional)
• include a References list: five to 10 different reference sources required (APA Style)

Assignments that exceed 20 pages will be assessed a penalty for length or may be returned to you unmarked for further editing.

Evaluation

To a large extent, your assignment will be marked based on the realism and practicality of the marketing plan. (Can it be implemented as presented?) Use the marks allocated for each section of the paper below as a guideline for the relative length of the sections of your marketing plan. For example, the Context section is worth 15% of the total mark, so it should be approximately three pages long (15% of the plan length).

Your assignment will be graded as follows: