Writing the MarketingBrief Assignment Instructions
Overview
MBA programs around the country are starting to require their students to become more effective writers. This is in response to industrys urging for grad schools to improve the writing skills of graduate students. Writing at the MBA level should be informative, colorful, and nuanced, and the writing should include simple words vs. complicated (especially if used out of context). This assignment requires writing a marketing brief for an organization of your choice. It can be, but does have to be the organization used in your Marketing Management Individual Project (MMIP).
Instructions
A marketing brief is a short document presented in outline form that summarizes a current or anticipated marketing project. It is used to guide those responsible for the project, as well as to summarize the project for public release. This marketing brief involves the introduction of a new product or service. It must include the following components. Use these names as titles in the document.
1. Project Overview
Name the organization that is introducing the new product or service.
Provide the name and description of the proposed new product or service.
2. Target Audience
Summarize the demographic, geographic, psychographic, and behavioral characteristics of the target audience.
3. Value Proposition
What benefits are you offering?
What problems are you solving?
What lifestyle enhancements are you providing?
4. Strategy and Tactics
How will you position the product?
How will you build brand equity?
What pricing strategy and tactics will you employ?
Explain your competitive strategy and tactics.
5. Channels
Explain the channels you will use to disbribute the offering.
Explain the promotional channels you will use to promote the offering.
6. Project Timeline
What is the new product or services release date?
Nme the milestones in the introduction process (stated by week or month).
What is the total time frame for the introduction process?
7. Measures of Success
What measures will be used to determine the new product/services degree of success? For example, sales, market share acquired, name recognition)
The document should be 500 words, not counting the title page or references page, using current APA format (12 point, double-spaced) The title page should include the name of the organization and name of the proposed new product or service.A minimum of two scholarly sources (ex. Journal of Marketing) or practitioner sources (ex. Wall Street Journal) or the course textbook should be cited and referenced. Submit the assignment as a Microsoft Word document.
Note: Your assignment will be checked for originality via the Turnitin plagiarism tool.
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