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Marketing Plan
Your Learning Team will create a marketing plan for a new learning program for an existing or new organization and complete assignments related to creating a marketing plan.
The marketing plan deliverables are:
• Marketing Plan: Phase I Paper
• Marketing Plan: Phase II Paper
• Marketing Plan: Phase III Paper
Obtain instructor approval of your learning program by Week 2.
Format the plan consistent with APA guidelines.
Marketing Plan – Phase I
Due in Week Two
Create a new learning program for an existing or new organization. This product or service will be the basis for your marketing plan.
Begin the marketing with a 1,400- to 1,750-word plan that includes the following background and contextual analysis:
• Organizational name
• Organizational product or service
• Historical organizational information
• Organizational size
• Identify stakeholders
• Stakeholder Needs
Marketing Plan – Phase II
Due in Week Three
Continue the marketing plan by adding 1,400- to 1,750-words in which you address the following:
• Environmental and contextual analysis
o Social
o Economic
o Political
o Technical
o Resources
• Program objectives
• Target market
o Demographics
o Psychographics
o Behaviors
o Geographic considerations
• Competitive analysis
o Identification of competitors
o Competitors strategies
• Learning program
o Value proposition and unique selling point
o Positioning or differentiation strategies
o Program features
Marketing Plan – Phase III
Due in Week Four
Finalize the marketing plan by adding the final 1,400 to 1,750 words that include details for communicating your learning program. Include the following in your strategy:
• Message
• Creative strategy
• Communication methods
o Advertising
o Direct response
o Internet-based communications
o Sales promotion activities
o Public relations
o Social media
o Mobile
o Blogs
o Podcasting
• Budget
• Evaluation techniques
Integrate previous sections of the marketing plan to create a final plan.
Ensure that incorporation of all available faculty feedback from previous weeks.
Include the following key components:
• Organization background
• Contextual or environment analysis
• Stakeholders
• Program objectives
• Target market
• Competitive analysis
• Program positioning and value proposition
• Primary message
• Creative strategy
• Communication tactics
• Budget
• Evaluation techniques
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