Establishing a basic marketing strategy.

KapConsultants

KapConsultants is a consulting firm located in Dayton, Ohio. They specialize in marketing, consulting with businesses on the following areas:

1. Establishing a basic marketing strategy.
2. Creating marketing plans for new and existing brands and products.
3. Conducting marketing research.
4. Integrated Marketing Communications.
5. Using technology as a marketing tool.

Mark MacGibson is the new President for KapConsultants. Mr. MacGibson is a graduate from Kaplan University’s MBA program. Patricia Florido has a Bachelor’s degree in Business from Kaplan University and is a Marketing Manager for KapConsultants. Congratulations, they just hired you to join their firm as a Marketing Associate!

As a new marketing associate at KapConsultants, you will take part in a ten week training course to learn the fundamentals of marketing. In week one, you will be charged with developing a marketing plan for a new product that you will present to one of KapConsultants’ top clients at the end of the course as your final project. Although this is your first time developing a marketing plan, you will be prepared for the challenge. Download the Step-By-Step Guide to Building a Marketing Plan to use as your guide in the process. Your first task will be to get started developing the marketing plan. To get started, click on the link below to watch the simulation.

Be sure to execute the following items in your Unit 1 Assignment:

Checklist: Under each is the web address to copy and paste.

• Watch the simulation on KapConsultants    http://extmedia.kaplan.edu/business/AB219_1203C/Unit_1/index.html
• Read the Example Basic Marketing Plan
   http://extmedia.kaplan.edu/business/AB219_1203C/AB219_Basic%20Marketing%20Plan%20Example-%20Bon%20Vivant.pdf
• Choose a company to study from the list of KapConsultants’ clients by clicking here.
  http://content-bus.kaplan.edu/AB219_1303B/topics/ab219-01-10-01-a-reference.html
• Conduct research on your chosen company using the Kaplan University library and the company’s website. Identify three reference resources that you will use to develop your marketing plan (Note: Wikipedia is not a viable resource). Develop APA style references for your research resources to be included in your final project.
• Download the Unit 1 template.
• View the tutorial on completing Section I. of the marketing plan.
  The unit 1 template was added below as attachments and the tutorial I will send you in an e-mail.
• Complete the Company Description, Business Mission, and Company Values in the template. Include your references on the reference page.

Directions for Submitting Your Project

Before you submit your project, you should save your work on your computer using the conventional file naming format as described in the course syllabus. Make sure your project is in Microsoft Word format. Submit your marketing plan outline with the required information to the unit one dropbox for grading.

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