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MKTG 230: Principles of Marketing

Project Description

Working together in teams, students will develop a "new to the marketplace" product for a publicly traded U.S. company. The new product should be more sustainable or socially responsible. Each team will develop a marketing plan for their new product, which will include a description of the new product and its pricing strategy, distribution strategy, and promotional strategy (including an advertisement, brochure, and/or website). Teams will present their marketing plans at the end of the semester. Following the outline below, each team will include the following in their marketing plan:

I. Executive Summary

II. Environmental Analysis, including the following:

  • The Marketing Environment
  • Competitive Forces
  • Economic Forces
  • Technological Forces
  • Sociocultural Forces

‚ÄčIII. Organizational Strategy Information

  • SWOT Analysis
  • Matching Strengths to Opportunities/Converting Weaknesses and Threats

IV. Marketing Objectives

V. Marketing Strategies, including the following:

  • ‚ÄčTarget Market(s)
  • Marketing Mix:
  • Product/brand strategy
  • Pricing strategy
  • Distribution strategy
  • Marketing Communication Strategy (IMC Strategy)