GB530 Course Preview

GB530
Marketing Management
ExcelTrack™ Module Preview
This guide contains a preview of the materials for all course modules in this series:
GB530M1 Assess Marketing Opportunities

GB530M2 Segment and Target Markets
GB530M3 Develop Marketing Plans
GB530M4 Cultural Literacy Application
Be sure to follow the detailed directions found within the actual course modules after you
receive access. The content in this guide is only a preview and course content may have
changed.
GB530 ExcelTrack Module Preview
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Course Materials
Title: Marketing Management, 15th edition
Author: Keller, K. & Kotler, P.
ISBN: 978-0133856460
Publisher: Prentice Hall
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Course Code GB530M1
Competency Title Assess Marketing Opportunities
Outcome(s) GB530-1: Assess specific marketing opportunities
Learn: Reading and Research

Successful marketing management requires a considerable understanding of a wide
variety of marketing concepts. Marketing is a revenue generating function of
organizations involving processes that create, communicate, and deliver value to
customers. Marketing also manages customer relationships in order to benefit the
organization and its stakeholders.
Marketing management is the art and science of choosing target markets and getting,
keeping, and growing customers through creating, delivering, and communicating
superior customer value, increasingly on a global scale. A marketing plan summarizes
what the marketer has learned about their marketplace and describes how the
organization intends to accomplish its marketing objectives. It is both strategic and
tactical in nature and serves as the cornerstone of a marketing process. Organizations
must constantly seek to uncover new marketing opportunities and to improve its
marketing strategies. Marketing is a feature of the global society and has ethically-
related responsibilities.
In Kotler and Keller's Marketing Management read:
● Chapter 1: “Defining Marketing for the New Realities”
● Chapter 2: “Developing Marketing Strategies and Plans”
● Chapter 8: “Tapping into Global Markets”
● Chapter 23: “Managing a Holistic Marketing Organization for the Long Run”
The nature of the dynamic marketing environment requires managers to be able to

identify and monitor both macro and micro environmental trends. Marketing managers
must be able to interpret changes in the environment in order to develop effective sales
forecasts. The ability for marketing managers to develop accurate forecasts is directly
related to the manager’s ability to understand the impact of environmental changes.
Marketing information systems provide valuable marketing intelligence for determining
buyer’s behavior, preferences, and needs.
Timely and accurate information is required for marketing managers to be able to make
high-quality decisions based on facts. Marketing research is a tool for providing critical
insight and knowledge for making important marketing decisions.
Businesses cannot be all things to all people; instead a business must choose a market
to serve. Market segmentation is the process businesses use to determine the
segment(s) it can best serve. This unit will address the nature of these concepts
including components of the dynamic marketing environment, marketing research, and
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identifying and segmenting target markets.

● Chapter 3: “Collecting Information and Forecasting Demand”
● Chapter 4: “Conducting Marketing Research”
● Chapter 9: “Identifying Market Segments and Targets”
● Appendix: “Collecting Information and Forecasting Demand”
Online Library (Find Articles and eBooks)

Articles related to marketing research:
● Agard, B., & Kusiak, A. (2004). Data-mining-based methodology for the design
of product families. International Journal of Production Research, 42(15), 2955–2969.
● Chyel, K. H., & Leong, C. K. (2002). Data mining and customer relationship
marketing in the banking industry. Singapore Management Review, 24(2),1.
● Hormozi, Amir, & M., Giles, S. (2004). Data mining: A competitive weapon for
banking and retail industries. Information Systems Management, Spring 2004, 21(2),
62–71.
Competency Assessment
This Competency Assessment assesses the following outcome(s):
GB530-1: Assess specific marketing opportunities.
Brand Extension Marketing Plan
Introduction: The Assessment in this module is to complete a component of a Brand

Extension Marketing Plan for one new product on the behalf of an existing for-profit
organization. Using the Marketing Plan Guide found in Course Documents, complete and
submit the following components of your Marketing Plan.

You need to first assume you have the role of a marketing manager for one new (currently
not available) product on the behalf of a real, for-profit organization. Consider this a “brand
extension.” You are adding a product to an existing company’s product line. This product
may be introduced on a local, regional, national, or international scale.
It is very important that you fully comprehend what a brand extension is before you begin
your Assessment. Find “brand extension” in your Kotler text and make certain you
understand the definition. Brand extensions fall into two categories: line extension and
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category extension. Be sure to understand the difference. Reading this section in your text
will be extremely helpful to you!
1.0 Give careful thought to your selection. Note: You must submit your selected brand
extension to your instructor for prior approval. Remember that the proposal is for a new
product for a new market. Extend the brand name into a new product offering. In other
words, offer a “new to the company” product. Companies may do this by buying an existing
product, by importing a new product and putting their own name on it, or by developing their
own new product to compete in the market.
Be sure to follow the Brand Extension Marketing Plan directions contained in the guide
located in the Course Documents area. It is important to address each and every
question/segment in order to receive maximum points. Remember that a fully-executed
marketing plan contains a significant amount of detail! You can also find a good Sample
Marketing Plan (Pegasus Sports International) in Chapter 2 of your Kotler text.
Be sure to thoroughly address each of the following questions in your Marketing Plan
submission along with reviewing the rubric.
Key Questions to Answer:

● What is the brand name of your for-profit business/organization?
● What is the new product, not currently in existence, that will generate revenue for which you
will prepare a marketing plan and strategy during this class? Give the product a name and
briefly describe it.
● Look up “brand extension” in your Kotler text and describe whether your product is
considered a line or a category extension.
● How will you acquire information to prepare your marketing plan during this class? What
research will you undertake? Be specific.
● Describe the key customer market (i.e., who are you targeting?).
● Will your new product be marketed domestically or globally? Why?
Once complete with identifying your new product for a new market along with addressing the
outlined questions, continue by identifying and assessing marketing opportunities.
Identifying and Assessing Marketing Opportunities

2.0 SITUATION ANALYSIS
Write a 1-paragraph summary of the current situation – write this section after completing the
following sections of the Situation Analysis, but put it in this order.

2.1 Market Summary
(Write this section after completing 2.1.1, 2.1.2, 2.1.3, 2.1.4, and 2.2)
In a 1–2 paragraph summary, address:

● What are your target customer groups? Why?
● What are your projections for the growth of this market?
2.1.1 Market Demographics (refer to Chapter 8 of your Kotler text for helpful
definitions/explanations).
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● Carefully define the demographic profile of your target market.
● In a similar fashion, define the geographic target area you are choosing.
● What are the behavior factors that will influence your decision-making?
● Define the values and lifestyles (psychographics) of your target market.

2.1.2 Market Needs

● What are the benefits that are important to your customer base?
● What needs to they have and how do you know this?

2.1.3 Market Trends
● Identify and explain at least three trends that will influence how your customers view
your product. These should be trends going on in the industry or the environment; these
are trends that your company/product can respond to in some way. Remember: Trends
are long term; fads are short term.

2.1.4 Market Growth
● Is the market growing, static, or diminishing? What are the growth trends?
● What is the evidence? What research are you using to determine market growth?
● How will you address the market if it is growing, static, or diminishing?
2.2 SWOT Analysis (refer to Chapter 2 of your Kotler text for a thorough explanation of a
SWOT analysis)
2.2.1 Strengths: List and describe at least three positive internal aspects that add value.
2.2.2 Weaknesses: List and describe at least three negative internal aspects that place you at
competitive disadvantage.
2.2.3 Opportunities: List and describe at least three opportunities external to your business that
will lead to your success.
2.2.4 Threats: List and describe at least three threats external to your business that will threaten
your success (Note: It is common to include unexpected acts of nature, government and
regulatory concerns, and competition in this section of the SWOT).
2.3 Competition
● Describe your competition.
● Why will customers prefer your product?
● How will you compete with your competition and win?
● What is the marketing mix (price, place, promotion, product, you know them as “the 4 P’s
of Marketing”) of at least one of your competitors?
2.4 Product Offering

● What are the current products you offer?
● How will your new product fit in with existing products? Is there a good fit between them?
2.5 Keys to Success

● List and describe at least three factors that will determine your success.

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2.6 Critical Issues

● How will you leverage your SWOT strengths and opportunities to your advantage?
● How will you lessen the impact of your SWOT weaknesses and threats?
Tips
● Be sure to review the Competency Assessment Checklist Rubric in order to understand
the criteria on which you will be evaluated.
● The guide you should use for your Brand Extension Marketing Plan is in Course
Documents.
● The Kotler and Keller text will be extremely useful to you when completing components
of your Brand Extension Marketing Plan. Be sure to review the Sample Marketing Plan
(Pegasus Sports International) in Chapter 2 of your Kotler text.
After you receive access to each module, you will be able to see the submission
requirements and a Checklist Rubric for the Competency Assessment.
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Course Code GB530M2
Competency Title Segment and Target Markets
Outcome(s) GB530M2: Evaluate methods for market segmentation,

targeting and positioning.

Today, customers are more educated and have greater access than ever before to
information about products and services. In order to build long-term relationships,
marketers must be careful not to take customers for granted. The ability to build strong
relationships with customers requires marketing managers to cultivate customer loyalty
and satisfaction. Losing valuable customers can negatively impact a company’s bottom
line.
Understanding consumer buying behavior allows marketers to be in a better position to
satisfy their needs. A key to understanding consumer behavior includes understanding
four psychological processes: motives, perception, learning, and memory. This unit
explores all of these concepts. In addition to understanding consumer buying behavior,
marketers must also analyze organizational buying behavior. This unit analyzes the
differences between organizational and consumer markets.
Marketers are focusing their efforts on defining their target markets and developing
strategies to better satisfy the selected market segments. Developing a competitive
advantage requires marketers to be able to segment the market, determine the target
market, and to position products and services to reach the target market. This unit
provides insight into these important concepts and more!
● Chapter 5: “Creating Long-term Loyalty Relationships”
● Chapter 6: “Analyzing Consumer Markets”
● Chapter 7: “Analyzing Business Markets”
GB530M2: Evaluate methods for market segmentation, targeting and positioning.

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Introduction: The Assessment in this module is to complete a component of a Brand

Extension Marketing Plan for one new product on the behalf of an existing for-profit
organization. Using the Marketing Plan guide found in Course Documents, complete and
submit the following components of your Marketing Plan.
your Assessment. Find “brand extension” in your Kotler text and make certain you
Give careful thought to your selection. Note: You must submit your selected brand

outlined questions, continue by connecting with the customer.
Marketing Plan: Connecting with the Customer

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3.0 MARKETING STRATEGY
3.1 Mission (review “mission” in Chapter 2 of the Kotler & Keller Marketing Management text)
● Establish the fundamental goals for the quality of your business/product offering and
customer satisfaction. (Fundamental goals are those that you would like to achieve with
your new product, either as an individual product or as part of the overall company
mission. These are directional goals that provide the overall strategic direction for
management planning.)
● Define your business/product offering.
● Describe your goal formulation: What are your specific goals for this planning period?
3.2 Marketing Objectives

Include a sentence or two about each of the following:
● What are your specific marketing objectives?
● Market share: what is your growth objective by quarter?
● Market penetration: how do you plan to gain a share in this market?
● Awareness: how do you plan to gain awareness for your product?
● Customer acquisition: how do you plan to grow your customer base?
● Identify a specific, measurable market share and size.
Remember that your objectives need to be quantifiable. In other words, objectives need to have
a base point, end point, and timeframe so you can research to see if you have reached your
benchmarks or if your plan needs adjustment.
4. Target Markets (refer again to Chapter 9 of your Kotler text to make sure you fully
understand what is meant by target market segments).
● Identify the specific target market segments you have defined. What are the market
niches you hope to capture? Describe.
● Include the rationale behind why these are the optimal target marketing segments. Be
specific.
Tips:
● The guide you should use for your Brand Extension Marketing Plan is in Course
Documents.
● The Kotler and Keller text will be extremely useful to you when completing components
of your Brand Extension Marketing Plan. Be sure to review the Sample Marketing Plan
(Pegasus Sports International) in Chapter 2 of your Kotler text.
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Course Code GB530M3
Competency Title Develop Marketing Plans
Outcome(s) GB530M3: Develop strategic marketing plans.

This module explores the important role building a strong brand plays in developing
strategic marketing plans. Branding involves differentiating a company’s products and
services from similar competitive offerings. A company’s brand is one of its most valuable
assets. Therefore, it is vital that marketing managers manage and protect their brand image.
This module explores ways that marketers can effectively build brand equity. Brand equity
involves creating accurate brand awareness with the target market. Additionally, this module
explores the concepts of product, price, distribution, and promotions in order to effectively
develop, deliver, price, and communicate an effective brand.
● Chapter 10: “Crafting the Brand Positioning”
● Chapter 11: “Creating Brand Equity”
● Chapter 13: “Setting Product Strategy”
● Chapter 16: “Developing Pricing Strategies and Programs”
● Chapter 17: “Designing and Managing Integrated Marketing Channels”
● Chapter 20: “Managing Mass Communications: Advertising, Sales Promotions,
Events and Experiences, and Public Relations”
Online Library (Find Articles and eBooks in Business Source Complete)

Articles related to marketing research:
● Kumar, V., & Shah, D. (2004). Pushing and pulling on the internet. Marketing
Research, 16(1), 28–33.
● Newsweek Video Case Interview
View the CPK Interview, you will be applying what you learned here for your Theory into
Practice Discussion question. Here is the Transcript.
Also, this module focuses on critical elements of developing a strategic marketing plan.
For example, determining the right pricing strategy is an intricate process. Pricing
decisions must be congruent with other elements of the marketing mix (product, place,
and promotion). A company’s pricing strategy must be monitored and adjusted relative
to competition and changes in the dynamic marketing environment. Additionally,
marketers must make channel decisions to best reach the target market and to ensure a
smooth flow of products and services. This module explores these concepts and more.
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● Chapter 16: “Developing Pricing Strategies and Programs”

● Chapter 18: “Managing Retailing, Wholesaling, and Logistics”
● Chapter 23: “Managing a Holistic Marketing Organization for the long Run”
Newsweek Video Case Interview

View the two Newsweek Video Case interviews with Jeff Kinder from Pfizer regarding
pricing strategies:
● Video 1 is related to social responsibility in establishing pricing policies in the
developing world. (Transcript)
● Video 2 is related to social responsibility in balancing the challenges inherent in
marketing a business while keeping prices reasonable. (Transcript)
GB530-3: Develop strategic marketing plans.

In this module, you will complete and submit an entire Brand Extension Marketing Plan
(BEMP) on the behalf of an existing for-profit organization. Using the Marketing Plan guide
found in Course Documents, you will put together a comprehensive BEMP. Be sure to
review the Sample Marketing Plan (Pegasus Sports International) in Chapter 2 of your
Kotler text.
your major Assignment. Find “brand extension” in your Kotler text and make certain you
Give careful thought to your selection. Note: You must submit your selected brand
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outlined questions, continue by completing an entire Brand Extension Marketing Plan (BEMP).
1.0 Executive Summary

In 4–6 paragraphs, summarize your Brand Extension Marketing Plan. Be sure to include:
● Product
● Benefits
● Target markets
● Customer needs
● Value proposition
● Sales projections
● When you project to break-even
● Your keys to success
2.0 Situational Analysis

Write a 1-paragraph summary of the current situation
2.1 Market Summary

(write this section after completing 2.1.1, 2.1.2, 2.1.3, 2.1.4, and 2.2)
In a 1–2 paragraph summary, address:
● What are your target customer groups? Why?
● What are your projections for the growth of this market?
2.1.1 Market Demographics (refer to your Kotler text for helpful definitions/explanations)
● Carefully define the demographic profile of your target market.
● In a similar fashion, define the geographic target area you are choosing.
● What are the behavior factors that will influence your decision-making?
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● Define the values and lifestyles (psychographics) of your target market.
2.1.2 Market Needs (refer to your Kotler text to make certain you understand these terms)
● What are the benefits that are important to your customer base? What needs do they
have?
● Include both customer needs and the customer value assessment.
2.1.3 Market Trends

● Identify and explain at least three trends that will influence how your customers view
your product these should be trends going on in the industry or the environment; these
are trends that your company/product can respond to in some way. Remember: Trends
are long term; fads are short term.
2.1.4 Market Growth

● Is the market growing, static, or diminishing? What are the growth trends?
● What is the evidence? What research are you using to determine market growth?
● How will you address the market if it is growing, static, or diminishing?
2.2 SWOT Analysis (refer to Chapter 2 of your Kotler text for a thorough explanation of a
SWOT analysis)
2.2.1 Strengths – list and describe at least three positive internal aspects that add value.
2.2.2 Weaknesses – list and describe at least three negative internal aspects that place you at
competitive disadvantage.
2.2.3 Opportunities – list and describe at least three opportunities external to your business
that will lead to your success.
2.2.4 Threats – list and describe at least three threats external to your business that will
threaten your success (e.g., it is common to include unexpected acts of nature, government and
regulatory concerns, and competition in this section of the SWOT).
2.3 Competition
● Describe your competition.

● Why will customers prefer your product?
● How will you compete with your competition and win?
● What is the marketing mix (price, place, promotion, product, you know them as “the 4 P’s
of Marketing”) of at least one of your competitors?
2.4 Product Offering
● What are the current products you offer?
● How will your new product fit in with existing products? Is there a good fit between
them?
2.5 Keys to Success

● List and describe at least three factors that will determine your success.
2.6 Critical Issues
● How will you leverage your SWOT strengths and opportunities to your advantage?
● How will you lessen the impact of your SWOT weaknesses and threats?
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● Where is your product in the product life cycle and why? Refer to your Kotler text for a
definition of a product life cycle
3.0 Marketing Strategy

3.1 Mission
● Establish the fundamental goals for the quality of your business/product offering and
customer satisfaction.
● Define your business/product offering.
● What are your fundamental goals? (Fundamental goals are those that you would like to
achieve with your new product, either as an individual product or as part of the overall
company mission. These are directional goals that provide the overall strategic direction
for management planning.)
● State the value proposition. Be sure to look up this term in your Kotler text if you don’t
fully understand it.
3.2 Marketing Objectives

Include a sentence or two about each of the following:
● What are your specific marketing objectives?
● Market share: what is your growth objective by quarter?
● Market penetration: how do you plan to gain a share in this market?
● Awareness: how do you plan to gain awareness for your product?
● Customer acquisition: how do you plan to grow your customer base?
● Identify a specific, measurable market share and size.
● Remember that your objectives need to be quantifiable. In other words, objectives need
to have a base point, end point, and time frame so you can research to see if you have
reached your benchmarks or if your plan needs adjustment.
3.3 Target Markets

(refer to your Kotler text to make sure you fully understand what is meant by target market
segments)
● Identify the specific target market segments you have defined. What are the market
niches you hope to capture? Describe.
● Include the rationale behind why these are the optimal target marketing segments. Be
specific.
3.4 Positioning
(refer to your Kotler text for definition of terms in this section)
● Describe how your product/service meets the need(s) of your target market segments.
● Describe how you are different from your key competition.
● What is the most distinguishing feature of your new product?
3.5 Marketing Mix

Product
● What makes your product different from the competition?
● What gives your product more value than the competition?
Price
● How will you determine what price to charge for your product?
● How will go determine what your product is worth?
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● How will your pricing strategy set you apart from your competition?
Place
● How do you plan to distribute your product?
● Do you have alternative delivery methods in mind? If so, describe in detail.
● Will you take responsibility for distribution, or will you reply on an outside firm? How will
you decide?
Promotion
● What kind of promotional tools will you use? Describe in detail.
● How will you determine what promotional tactics will work best?
● With a limited promotional budget, how do you plan to gain market share?
● How will you go about evaluating the results of your promotional campaign?
3.6 Marketing Research

● What type(s) of marketing research to you think will work best to get you the information
you need to make informed decisions?
● How will you evaluate whether the research is providing you with the results you need?
● Will you conduct the research yourself, or hire an outside firm? Explain why.
Note: Do not forget that you need research to determine if you reached your Objectives in
3.2.
4.0 FINANCIALS
TIP: Refer to Sample BEMP “Sample Marketing Plan” in Course Documents for assistance. The
Financials Section contains some good examples for you to follow. Also refer to your sample
marketing plan at the end of Chapter 2.
4.1 Break-Even Analysis

● Explain when you will break even.
● Include a break-even table/chart.
● Explain the break-even table/chart.
4.2 Sales Forecast

● Include your sales forecast for the first year by month.
● For the second and third years, include your forecasts by quarter.
● Identify the risks you face.
● Identify the most important components of sales performance.
● Keep your chart(s) relatively simple and reduce the total number of categories so that
your investors can quickly discern the information. Again, refer to the Sample Marketing
Plan in Course Documents for assistance on this section.
4.3 Expense Forecast

List your expenses for the following items for the next 3 years:
● Website
● Advertising
● Printed Material
● Development of retail channel
● Other (list)
5.0 Controls
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● How will you monitor expenses/revenue?

● Identify what methods/reports and how often.
● How will you assess marketing effectiveness?
● How will you assess changes in the market environment?
5.2 Marketing Organization

● Roles and Relationships in Your Marketing Functions (who will be responsible and who
will implement this Brand Extension Marketing Plan?).

5.3 Contingency Planning
● Identify risks
● How you will monitor risks
● How you will adapt to adversity
TIPS
● The guide you should use for all Marketing Plan Assignments is in Course Documents.
● The Kotler & Keller text is extremely helpful to you when completing your
Assignments. Be sure to review the Sample Marketing Plan (Pegasus Sports
International) in Chapter 2 of your Kotler text.
Page 18 of 19
Course Code GB530M4
Competency Title Cultural Literacy Application
Outcome(s) GB530M4: Apply cultural literacy in personal and professional

environments.
PC-3.5: Engage in career development and advancement
strategies, including effective networking, mentoring and
creating a personal brand.

In this module, you will focus on final crucial components of being a successful marketing
manager. This module addresses key issues related to the marketing value channel,
channel conflict, e-commerce, and m-commerce. You will also review how marketing
communications works and you will be provided highlights of popular communications
platforms. Marketers must understand cultural literacy as well as how to communicate
effectively with the target market. There are guidelines for making promotions decisions and
for knowing how to leverage public relations. These concepts will be applied when you
create your personal marketing plan. This module explores these important concepts and
more.
● Chapter 6: “Analyzing Consumer Markets”
● Chapter 8: “Tapping into Global Markets”
● Chapter 18: “Managing Retailing, Wholesaling, and Logistics”
● Chapter 19: “Designing and Managing Integrated Marketing Communications”
● Chapter 20: “Managing Mass Communications: Advertising, Sales Promotions,
Events and Experiences, and Public Relations”
● Chapter 22: “Managing Personal Communications: Direct and Database Marketing
and Personal Selling”
GB530M4: Apply cultural literacy in personal and professional environments.

PC-3.5: Engage in career development and advancement strategies, including effective
networking, mentoring and creating a personal brand.
Page 19 of 19
Personal Marketing Plan (PMP)– PowerPoint Slide Presentation

Introduction: In this Assessment, you will apply your marketing knowledge to develop a
Personal Marketing Plan presentation using PowerPoint®.
Please keep in mind this marketing plan is about YOU and not about a company.
Assignment: Using the Personal Marketing Plan (PMP) Presentation Template/Outline
found in Course Documents, complete your own Personal Marketing Plan Presentation. Be
sure to use PowerPoint in creating your presentation. Be creative! After all, the “product”
you are trying to sell is YOU! If, however, you are interested in starting your own business,
then you ARE the business and your PMP should reflect that. So, in essence, the PMP is a
way to plan your future. All opportunities should be considered: Staying in your present
position, moving up within your company, looking for a new position, or starting your own
business. No matter which direction is your path, the PMP can truly help you get there in an
effective and efficient manner. You will also need to examine your own cultural literacy. Ask
yourself, how well do you understand and participate with various cultures? For example,
how familiar are you with the organizational culture that you aspire to work with or to serve?
Starting your own business typically has three phases: One is figuring out what business to
own; the second is actually getting the business started; and the third is managing and
operating the business. It is also important to be culturally literate so that you do not offend
the culture that you are targeting.
For your PMP you would be providing information for the first phase, but I wanted you to
realize what the next steps are. So once you have the first phase completed you would
move to the second (marketing yourself to the industry, including suppliers, the city,
bankers, partners and more). Then the third phase would involve establishing an operating
plan in which you would market yourself as the owner of a new business (marketing yourself
to the staff, community, other business leaders, professional groups and more).
Owning your own business, moving up in your company, or moving to a new company…all
involve marketing yourself. Try to think about the many issues of marketing a product and
then relate them to marketing yourself. Have some fun with this! I am sure you will find this
Assignment extremely useful. Access the PowerPoint template for guidance on this
Assessment.


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GB530

GB530M1 Assess Marketing Opportunities

Course Code GB530M1

Competency Title Assess Marketing Opportunities

Outcome(s) GB530-1: Assess specific marketing opportunities

Learn: Reading and Research

The nature of the dynamic marketing environment requires managers to be able to

identifying and segmenting target markets.

Online Library (Find Articles and eBooks)

GB530-1: Assess specific marketing opportunities.

Brand Extension Marketing Plan

Introduction: The Assessment in this module is to complete a component of a Brand

Key Questions to Answer:

Identifying and Assessing Marketing Opportunities

In a 1–2 paragraph summary, address:

2.4 Product Offering

2.5 Keys to Success

2.6 Critical Issues

Course Code GB530M2

Competency Title Segment and Target Markets

Outcome(s) GB530M2: Evaluate methods for market segmentation,

Learn: Reading and Research

GB530M2: Evaluate methods for market segmentation, targeting and positioning.

Brand Extension Marketing Plan

Introduction: The Assessment in this module is to complete a component of a Brand

Key Questions to Answer:

Marketing Plan: Connecting with the Customer

3.0 MARKETING STRATEGY

3.2 Marketing Objectives

Course Code GB530M3

Competency Title Develop Marketing Plans

Outcome(s) GB530M3: Develop strategic marketing plans.

Learn: Reading and Research

Online Library (Find Articles and eBooks in Business Source Complete)

● Chapter 16: “Developing Pricing Strategies and Programs”

Newsweek Video Case Interview

GB530-3: Develop strategic marketing plans.

Brand Extension Marketing Plan

Key Questions to Answer:

1.0 Executive Summary

2.0 Situational Analysis

2.1 Market Summary

● Define the values and lifestyles (psychographics) of your target market.

2.1.3 Market Trends

2.1.4 Market Growth

● Describe your competition.

2.5 Keys to Success

3.0 Marketing Strategy

3.2 Marketing Objectives

3.3 Target Markets

3.5 Marketing Mix

3.6 Marketing Research

4.1 Break-Even Analysis

4.2 Sales Forecast

4.3 Expense Forecast

● How will you monitor expenses/revenue?

5.2 Marketing Organization

Course Code GB530M4

Competency Title Cultural Literacy Application

Outcome(s) GB530M4: Apply cultural literacy in personal and professional

Learn: Reading and Research

GB530M4: Apply cultural literacy in personal and professional environments.

Personal Marketing Plan (PMP)– PowerPoint Slide Presentation

● Be sure to review the Competency Assessment Checklist Rubric in order to understand