Marketing Portfolio Milestone - Module 2

Option 1 of the Portfolio Project is to create a promotional plan for a small business. This project will be submitted as an 8- to 12-page paper supported by the readings from the text, Modules 1 – 8, and at least four additional scholarly references of your choice. You can read the full description of this project in the Module 8 folder.

The success of a small business is based on its ability to communicate and meet the needs of its target market. One of the most important ways to do this is with a promotional plan. In the past, promotional plans were seen as short-term ways to boost revenues and market share. Current research has shown that promotion is a direct link to customer loyalty and retention. For this reason, small businesses should produce a promotional plan.

The objective of the promotional plan assignment is to gain experience applying a promotional strategy to help a firm gain competitive advantage. This assignment will help you apply and integrate all of the course objectives for MKG425.

For milestone Portfolio Option #1, you will write a paper that includes the following:

• an introduction to your selected organization including the name of the business, the industry, and a brief description of its promotional needs;
• the product or service you will promote; and
• the type of the promotional activity plan you will utilize for the project.

Your paper must meet the following requirements:

• Be 2-3 pages in length, not including the cover page and reference page.
• Support your answers with at least three scholarly journal articles (at least one of which is peer-reviewed). The CSU-Global Library is a great place to find these resources!
• Format your entire paper according to the CSU-Global Guide to Writing and APA Requirements. Your paper must include an introduction, a body with at least two fully developed paragraphs, and a conclusion.
• Your paper must be well written using excellent grammar and style techniques. Be concise. Be logical. You are being graded in

 

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