Each student is expected to individually complete the marketing plan
assignment. The project will be carried out over the entire course and will
encompass the principles covered throughout the course, culminating in a written
report. The final portfolio paper is due Saturday of Unit 7. The paper will be
evaluated using the Rubric for Evaluation of Unit Assignments and Papers
(Appendix B)
Specific Instructions for the Portfolio Paper
o Each student will choose an existing company/brand that needs to be revamped.
o The company should have experienced a decline in popularity, sales, or growth.
o Use the Template for Writing a Marketing Plan in the Marketing Insight in
Chapter 2 of your textbook and create a marketing plan for the company/brand.
o The written report must use titles including the following components:
Executive Summary
Situation Overview
Goal
Strategy: Target Market
Strategy: Value Proposition
Tactics
Implementation
Control
Biblical Application (500-750 words) (How the biblical foundation should
be incorporated to achieve company marketing goals)
o The paper is to include five (5) verses from Scripture that build the foundation for
Christian worldview
Prepare the Portfolio Paper using the following guidelines:
o 3,500 – 4,000 words using APA formatting, including title and reference pages
o Must include a title page (title of paper, your name, course name and course
number, and date of submission)
o Must include a reference page
o Include biblical foundations application (500 – 750 words)
o Minimum of eight scholarly references
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