MKT 315 Topic 2 Benchmark Marketing Plan Analysis and Presentation: Part 1- Research

The purpose of this assignment is to conduct research and collect data, analyze findings, and explain how this information is used to formulate marketing strategies and tactics.

Review the topic materials “Forms of Marketing Research” and “The Marketing Research Process.” Using what you have learned about marketing research, assume the role of a marketing professional who has been tasked with completing a marketing plan for a client.

Select a publicly traded, for-profit company that will be your client. Conduct research about the company by visiting the company website and obtaining a copy of the annual report. Locate three to five additional resources that provide additional data and information about the brand. You will use this research to tell the brand story; share the company vision, mission, and marketing objectives; and describe the strategies and tactics the company is currently using to meet the marketing objectives. You will also perform SWOT analysis based on your research.

Using what you learn from your research and subsequent analysis, complete the “Marketing Plan and Presentation: Part 1 – Research Template.”

While APA style is not required for the body of this assignment, solid academic writing is expected, and documentation of sources should be presented using APA formatting guidelines, which can be found in the APA Style Guide, located in the Student Success Center.

This assignment uses a rubric. Please review the rubric prior to beginning the assignment to become familiar with the expectations for successful completion.

You are not required to submit this assignment to LopesWrite.

Benchmark Information

This benchmark assignment assesses the following programmatic competencies:

BS Applied Entrepreneurship; BS Applied Management; BS Applied Marketing and Advertising

1.1: Determine how organizations formulate marketing strategies and tactics using market and consumer data.

BS Business Information Systems

3.4: Determine how organizations formulate marketing strategies and tactics using market and consumer data.

BS Business Analytics; BS Business Management; BS Marketing and Advertising; BS Sports Management

3.5: Determine how organizations formulate marketing strategies and tactics using market and consumer data.

BS Accounting; BS Business Administration; BS Entrepreneurial Studies; BS Finance; BS Finance and Economics; BS Hospitality Management; BS Supply Chain and Logistics Management

3.7: Determine how organizations formulate marketing strategies and tactics using market and consumer data.

BS Business Secondary Ed

6.2: Determine how organizations formulate marketing strategies and tactics using market and consumer data.