Write an APA 7th ed. formatted paper, of 10 to 15 pages in length not counting the title page,

references list or appendix. This paper is to be a reflection of what you have learned during the

course. The table of contents for the final CLA 2 assignment includes:

1. Brief introduction of project company/product/service,

2. Situation analysis including macro-environmental scan, “PESTEL” and SWOT analysis

3. Competitive analysis

4. Product/service features, benefits and brand identity

5. Marketing plan objectives described using SMART goals

6. Competitive analysis including differentiation, positioning and target market profile

7. How the marketing mix (the 4 Ps or 7 Ps) will work together to reinforce the plan

objectives, and the marketing communication budget.

8. Integrated Marketing Communications plan (IMC) for your product/service. Media plan

for this section should clearly state the communication message and how you will relate

the message through your selection of specific modes of communication.

BUS 510 Syllabus

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9. Marketing communications budget including total budget and allocations for each media


10. The Executive Summary of the marketing plan is (1/2 page) should be the first page of

the marketing plan

11. References page

Remember, you must have at least six (6) peer-reviewed sources plus the textbook