As a brand manager, for a product of your choice, analyze markets and consumer behavior to develop a strategy for launching the product in a manner most likely to capture the attention of the product’s primary target market.
Write a 500-1,000-word paper describing the product and outlining your strategic approach to marketing this product.
Prepare this assignment according to the APA guidelines found in the APA Style Guide, located in the Student Success Center. An abstract is not required.
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 required to submit this assignment to Turnitin. Only Word documents can be submitted to Turnitin.
Marketing Plan Strategy (Benchmark Assignment)
1 2 3 4 5
Unsatisfactory Less than Satisfactory Satisfactory Good Excellent
0.00% 65.00% 75.00% 85.00% 100.00%
100.0 %Assignment Criteria
10.0 % Introduction and Conclusion An introduction and conclusion are not present. An introduction and conclusion are present, but connections are not made to course objectives. An introduction and conclusion are present; cursory connections are made to course objectives. An introduction and conclusion are present. Relevant connections are made to course objectives in a thoughtful manner. An introduction and conclusion are present. Relevant connections are made to course objectives in a thoughtful and insightful manner. Critical and creative thinking is indicated.
65.0 % Analyzes Markets and Consumer Behavior to Develop a Launch Strategy There is no evidence of the analysis of markets and/or consumer behavior. The description includes the analysis of markets and consumer behavior relating to a product, but the launching strategy it is unclear or underdeveloped. The description includes the analysis of markets and consumer behavior relating to a product to drive launching strategies. The description includes the analysis of markets and consumer behavior to drive launching strategies, with an explanation of how the analysis offered data to support strategies. The description includes the analysis of markets and consumer behavior to drive launching strategies, with a thorough explanation of how the analysis offered data to support particular strategies.
10.0 % Thesis Development and Purpose Paper lacks any discernible overall purpose or organizing claim. Thesis and/or main claim are insufficiently developed and/or vague; purpose is not clear. Thesis and/or main claim are apparent and appropriate to purpose. Thesis and/or main claim are clear and forecast the development of the paper. It is descriptive and reflective of the arguments and appropriate to the purpose. Thesis and/or main claim are comprehensive. The essence of the paper is contained within the thesis. Thesis statement makes the purpose of the paper clear.
5.0 % Mechanics of Writing (includes spelling, punctuation, grammar, language use) Surface errors are pervasive enough that they impede communication of meaning. Inappropriate word choice and/or sentence construction are used. Frequent and repetitive mechanical errors distract the reader. Inconsistencies in language choice (register) and/or word choice are present. Sentence structure is correct but not varied. Some mechanical errors or typos are present, but are not overly distracting to the reader. Correct and varied sentence structure and audience-appropriate language are employed. Prose is largely free of mechanical errors, although a few may be present. The writer uses a variety of effective sentence structures and figures of speech. Prose is free of mechanical errors. Writer is clearly in command of standard, written, academic English.
5.0 % Paper Format (Use of appropriate style for the major and assignment) Template is not used appropriately or documentation format is rarely followed correctly. Appropriate template is used, but some elements are missing or mistaken. A lack of control with formatting is apparent. Appropriate template is used. Formatting is correct, although some minor errors may be present. Appropriate template is fully used. There are virtually no errors in formatting style All format elements are correct.
5.0 % Research Citations (In-text citations for paraphrasing and direct quotes, and reference page listing and formatting, as appropriate to assignment and style) No reference page is included. No citations are used Reference page is present. Citations are inconsistently used. Reference page is included and lists sources used in the paper. Sources are appropriately documented, although some errors may be present. Reference page is present and fully inclusive of all cited sources. Documentation is appropriate and citation style is usually correct. In-text citations and a reference page are complete and correct. The documentation of cited sources is free of error.
100 % Total Weightage
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