Marketing-AW487 Online Services


Strategic Marketing Plan

(10% overall effectiveness, 20% research, 40% content, 20% promotion, 10% sources)

Each student will participate, as part of a group, in constructing a strategic marketing plan for a sports marketing project using outside clients. Your group may select a high school athletic program, SUNY Canton’s athletic program, a sporting event or festival, or a sports business. Please select an outside client that all members of the group can obtain information on because of the potential for physical distance between group members. Your marketing plan will vary according to your client selection however internal and external contingencies should be considered for market selection and marketing mix recommendations.
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The following is a rough outline for your marketing plan since it will vary based on your selection. Please make the necessary adjustments however please utilize standard marketing plan headers/sections.

1. Executive Summary
2. Situation Analysis
-internal / analysis
-external analysis

3. Marketing Strategies
-primary/secondary target markets and purchasing habits
-marketing mix elements (product, price, promotion, distribution)

4. Implementation
-elements of the promotion mix


-mission statement
-unique selling proposition
-target market/segmentation
-marketing buzz words (strategies, promotion, pricing etc.)
-sample promotions (expansion on current promotions, new ideas, spin-offs, etc.)

Product code: Marketing-AW487
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