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BUS 3000 Research Guide: Marketing Plan


Most of the students in this class will have taken Marketing 2800. In that class they had to develop a marketing plan for a product. The steps toward developing this plan included the following:

  1. Executive Summary
  2. Description of your nonprofit
  3. Strategic Focus and Plan
    • Mission
    • Goals
    • Core competency/sustainable competitive advantage
  4. Situation Analysis
    1. Company (nonprofit) Analysis
    2. Competitor Analysis
    3. Customer Analysis
    4. Industry Analysis
    5. SWOT Analysis
  5. Market Product Focus (Objectives)
  6. Marketing Program
    1. 4 P's: Product, Price, Promotion, Place
  7. Financial Data and Projections
  8. Organization
  9. Implementation Plan
  10. Evaluation

(These elements of the marketing plan have been extracted from: Kerin, R. A., Hartley, S. W.; & Rudelium, W. (2013). Marketing. 11th ed. McGraw-Hill Irwin.