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MKTG 230: Principles of Marketing: Home

For use by students enrolled in Professor Eve Rapp's MKTG 230 course Fall 2018.

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Welcome!

This research guide is designed for students enrolled in Dr. Rapp's Principles of Marketing (MKTG 230) course. Use the navigation at the top to identify and locate resources that are essential to completing this project. As always, if you need help with library resources, please email or schedule a research appointment!

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

III. Organizational Strategy Information

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

IV. Marketing Objectives

V. Marketing Strategies, including the following:

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

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