MKT 345 Milestone Three: Marketing Strategy – Assignment Solution
MKT 345 Milestone Three Guidelines and Rubric
Marketing Strategy
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Overview: For this milestone, due in Module Six, you will submit a paper outlining the marketing strategy you have selected for the new segment you chose for your brand. This paper should include information about the overall campaign and should explain your strategy in detail.
Prompt: First, review Chapter 14 and Chapter 16 in your text.
Next, draft a paper that explains in detail the goals of the overall marketing campaign, channels through which you will market the new segment, the way you will incorporate a one-to-one strategy, and messaging strategy. When discussing your one-to-one strategy, be sure to define one-to-one marketing, describe the stage/s in the consumer buying process for which this strategy is most effective, and determine a one-to-one strategy that would work for the stage you identified, explaining why it aligns with your chosen segment.
Specifically, the following critical elements must be addressed:
IV.           Marketing Strategy
The goal of a marketing strategy is to increase sales and stay current with how a market is behaving. Present this strategy in a way that communicates why this strategy will be effective, and defend your claims. Remember that when creating a presentation, you should ensure that the elements used display a level of professionalism and do not distract viewers from the key points being presented.
- Overall marketing campaign
- Define the goals of your marketing campaign for your
- Determine channels through which you will market the product to your Justify your response.
- Develop a messaging strategy, including sample messaging, for each channel you
- One-to-one marketing campaign
- Define one-to-one marketing, and describe how you will incorporate it into your overall marketing
- Describe which stage(s) in the consumer buying process would best lend itself to one-to-one
- Determine a one-to-one marketing strategy that would work for the stage(s) you identified and explain why it aligns with your
Instructor feedback on this milestone should be incorporated into your next milestones and into the final project.
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Rubric
Guidelines for Submission: Milestone Three should follow these formatting guidelines: 2–3 pages in length (excluding title and reference pages), double spaced, 12-point Times New Roman font, one-inch margins, and citations in APA style. Cite your sources within the text of your paper and on the reference page.
For help with PowerPoint and preparing your slideshow, visit Infobase, or the Microsoft PowerPoint help center.
Please note that the grading rubric for this milestone submission is not identical to that of the final project. The Final Project Rubric will include an additional “Exemplary†category that provides guidance for how you can go above and beyond “Proficient†in your final submission.
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| Critical Elements | Proficient (100%) | Needs Improvement (75%) | Not Evident (0%) | Value |
| Marketing Strategy: Goals | Defines at least three overall goals of the marketing campaign for the selected segment | Defines goals for a marketing campaign, but goals are not aligned with the chosen segment | Does not define the goals for the campaign | 15 |
| Marketing Strategy: Channels | Determines the channels through which you will market the product to your segment and justifies response | Determines the channels through which you will market the product to your segment, but either does not sufficiently
justify selection or the selected channel is not appropriate |
Does not identify the channels for marketing the product | 15 |
| Marketing Strategy: Messaging Strategy | Develops a messaging strategy, including sample messaging, for each channel identified | Develops a messaging strategy, but does not include samples for each channel identified | Does not develop a messaging strategy | 15 |
| Marketing Strategy: One-to-One Marketing | Defines what one-to-one marketing is and describes how it will be incorporated into the overall marketing plan | Defines what one-to-one marketing is, or describes how it will be incorporated into the overall marketing plan, but definition or description contains inaccuracies or is cursory | Does not define one-to-one marketing and how it will be incorporated into the overall marketing plan | 15 |
| Marketing Strategy: Stages | Describes which stage(s) in the consumer buying process would best lend itself to one-to-one marketing | Describes which stage(s) in the consumer buying process would best lend itself to one-to-one marketing, but description is
cursory or inaccurate |
Does not describe a stage in the process for one-to-one marketing | 15 |
| Marketing Strategy: Strategy | Determines a one-to-one marketing strategy that would work for the stage(s)
identified and explains why it aligns with selected segment |
Determines a one-to-one marketing strategy, but chosen strategy is incorrect,
or does not explain the connection to the chosen segment |
Does not determine a one-to-one marketing strategy | 15 |
| Articulation of Response | Submission has no major errors related to citations, grammar, spelling, syntax, or organization | Submission has major errors related to citations, grammar, spelling, syntax, or organization that negatively impact
readability and articulation of main ideas |
Submission has critical errors related to citations, grammar, spelling, syntax, or organization that prevent understanding of
ideas |
10 |
| Total | 100% | |||
