MAR2011 Principles of Global Marketing
Marketing Plan Guideline
Course Name: Principles of Global Marketing
Assignment Type: Consolidated Report (Plan)
Due Date: see syllabus
Turnitin.com submission: Automatic upon folder submission under assignment tab
Topic: Oculus Rift – developing a new market segment
Points: Total 200 points
Printed hardcopy: No – use Drop box
Late Penalty: Up to 10% of total points at Instructor discretion s.html)
You will research the company Oculus Rift and its VR product. Currently, its biggest segment is gaming.
After completing your SWOT you will determine another segment for the VR product. You may NOT use
gaming or K-12, College education segments. They are targeting additional segments but you can use
those if you want or you can identify a segment they currently do not target.
Help (Location): You will be creating a much smaller plan – 6-10 pages is C grade range; 12-14 pages for A
range grade. Also, refer to chapter and lesson material for content. For research and data needs – please
contact the business librarian. You will need to use the Library’s digital resources to locate data.
Objective: The purpose of this assignment is designed to help you in two ways.
First, this assignment will assist you in advancing your written communication competency skills. You will
demonstrate a writing style (persuasive) conducive to marketing and selling.
Secondly, investigating and researching the topic company will aid your business knowledge skill
development and this report (plan) will help you synthesize your skill, knowledge and competency of class
materials.
How to approach this task: First, read Chapter 2 – and look at page 29 Exhibit 2.2 which provides a visual
of the marketing plan steps.
The second task is to locate (research) data on Oculus Rift and its VR product. The subject company /
good is chosen for you- and is mandatory. No other topics are acceptable. (Find the course topic in the
discussion board for additional clarification.)
As this is an academic plan, you ARE REQUIRED TO In-text Cite YOUR SOURCES and DATA as well as
complete a reference page. If you are unfamiliar with in-text citations, please refer to the College Writing
Center or Academic Support Center or Library.
How you develop the sections and size of a marketing plan will directly depend on your segment. Some
sections will be larger than others depending on your strategy, findings, direction and so on.
Each Plan will have the following sections in varying length:
Cover Page
Table of Contents
1. Executive Summary (short)
2. Company Description (brief)
Mission and /or Vision statement
3. Strategic Focus and Plan (short section)
3.2 The Product/ Service and its Value Proposition
3.4. Marketing Goals
4. Marketing Situation (for the product /service)Narrative (Written) descriptive analysis of your Situation Analysis (SWOT) NOT BULLET POINTS
4.1. Overview of significant SW findings
4.2. Overview of significant OT findings
5. Market Strategy & Segmentation (provide relevant cited data)
5.1. Summarize the overall Marketing Strategy (Objectives relevant to your selected segment)
5.2. Market needs: Demographic / Psychographic / Geographic – (provide DATA)
5.3. Proposed (new or underdeveloped) Target Market (describe)
6. Market Program (4 Ps)
6.1. Product (brief description )
6.2. Price – retail price (give specific details)
6.3. Promotion – describe in depth (this should be a large section as it decides whether your proposed
segment will be successful)
Make sure you include social media & web section along with traditional promotions and advertising media.
6.4. Place – describe in-depth
7. Conclusion and or Recommendations
8. Bibliography
Appendix A. Your SWOT chart
Appendix B Statement of Originality and Editing
This plan will not contain financials, forecasts, measurements and control.
Technical and Format: Please use the numbering scheme / format used in the topic minimum description.
This should help you make sure you include all the necessary areas.
Recommended font and size: Times New Roman 12 pt
Citation Style: APA
Source recording: Reference Page
Suggested length: minimum 6 – 10 pages including cover sheet; not counting Appendixes
Margins: 1 ” on all sides
Line Spacing: single or doubleCover Page: Yes
Headings: (aka Section Titles) yes
Graphs and Charts: optional
Other considerations
Marketing plan is written from the company viewpoint. Please do not write from the first person “I”. You can
use Our, the Company, etc.
Follow the referenced format for the Plan document type provided in the sample and as outlined above.
This is not an analysis!! Write as if you are the marketing director for the company. Marketing is done in
persuasive writing.
Submit (upload) your report as a MS Word document in the designated folder under the Assignment tab.
Your Plan should be free of material errors in spelling, grammar and punctuation. Use APA style of
parenthetical [in line] citations. You may use the internet citation machines and /or citation software. Purdue
OWL is the source for any additional technical concerns and for technical manuals. WHEN IN DOUBT
CITE IT. Company data from their website must be cited. Also pricing and other product data from your
research.
Time Saving TIP: Some students like to cut & paste the table of contents into a blank Word document and
then flesh out the sections. This way they are assured they cover all sections. If you do that please remove
the notations so it is a professional looking document.
You may use Wikipedia as one of your sources. Some others you will want to include are the company
website, online articles, Library database articles, public demographic databases etc. If you need help
finding DATA contact the research librarian via email, chat or phone.
Utilize the Writing Center’s services on campus or online. Seriously consider incorporating any
recommendations obtained through writing lab consultations