PART 1: WRITTEN MARKETING ANALYSIS (1,250 words minimum – 150 pts)
Your paper should include the following sections:
- Brand Overview & Target Market
- Write a brief background and provide an overview of the brand.
- Who is the target audience? Include segmentation strategy.
- Marketing Mix (The 4 Ps)
- Describe and evaluate the brand’s current Product, Price, Place, and Promotion strategies.
- Use key terms and principles from your textbook.
- Marketing Environment
- Consider and evaluate relevant external factors.
- Provide a SWOT analysis. Use correct formatting.
- Consumer Behavior & Positioning
- How does the brand position itself in consumers’ minds?
- What psychological, social, or cultural factors are at play?
- Your Strategy Proposal
- Based on your analysis, propose a new or revised marketing strategy.
- State your objective clearly.
- Your proposal could be a new campaign, a product line extension, a market repositioning move, etc.
- Justify your idea using textbook concepts.
- You must cite all references in APA format, including inline citations.
PART 2: PRESENTATION OR VIDEO PITCH – 100 pts
Choose one:
- Option A: Video Pitch (3–5 minutes) Create a video where you present your brand analysis and new strategy—like a mini Shark Tank pitch. You can upload this directly into Canvas or upload a file. Make sure the file is accessible for grading.
- Option B: Slide Deck w/ Recorded Presentation (7–10 slides) Use visuals to walk through your insights and proposal. You must submit a recording. Be sure your audio is recorded within your presentation.
Tips for Success:
- Pick a brand you genuinely like or have experience with—it will make your analysis richer.
- User professional writing. Apply APA formatting throughout your paper.
- Include references.
- Be creative in your proposal—think like a professional marketer solving a real-world challenge.
- Pull forward relevant feedback you received on your midterm.
- Proofread and check your work.
- Use section headers to organize your paper. Make it as easy as possible to discern each required element.
- Follow the rubric closely.
Rubric
Final Project Rubric (Note there are criteria for both the paper and presentation portions)
| Criteria | Ratings | Pts | ||
|---|---|---|---|---|
This criterion is linked to a Learning OutcomePAPER - Brand Overview & Target MarketClearly explains the brand’s background and defines the target market using segmentation principles |
| 20 pts | ||
This criterion is linked to a Learning OutcomePAPER - Marketing Mix (4 Ps)Demonstrates understanding of product, price, place, and promotion strategies; applies textbook concepts accurately. |
| 40 pts | ||
This criterion is linked to a Learning OutcomePAPER - Marketing Environment AnalysisIdentifes and analyzes external factors, including SWOT analysis, connects insights to brand strategy. |
| 20 pts | ||
This criterion is linked to a Learning OutcomePAPER - Consumer Behavior & PositioningAnalyzes brand’s positioning and consumer influences (psychological/social/cultural), with clear examples. |
| 20 pts | ||
This criterion is linked to a Learning OutcomePAPER - Proposed Strategy or CampaignPresents an original, realistic, and well-justified strategy based on analysis and marketing concepts. |
| 30 pts | ||
This criterion is linked to a Learning OutcomePAPER - Writing, Formatting, & ReferencesClear, organized writing; free from major grammar/spelling errors. Use correct APA formatting. At least 2 references—one must be your Essentials of Marketing textbook. |
| 20 pts | ||
This criterion is linked to a Learning OutcomePRESENTATION - Clarity + StructurePresentation has a clear flow: intro, analysis, proposal, conclusion. Easy to follow. |
| 25 pts | ||
This criterion is linked to a Learning OutcomePRESENTATION - Visual and Creative AppealEffective use of visuals (slides, graphics, video style); visually engaging and professional. |
| 25 pts | ||
This criterion is linked to a Learning OutcomePRESENTATION - Content Depth + Concept ApplicationAccurately summarizes analysis and connects key textbook concepts. Demonstrates critical thinking and marketing understanding. |
| 30 pts | ||
This criterion is linked to a Learning OutcomePRESENTATION - Personal Insight + EffortDemonstrates original thinking, personal engagement, and overall effort. Feels authentic and thoughtful. |
| 20 pts | ||
Total Points: 250 |