The outcome of the project is a Marketing Plan for the company based on the current situation analysis and business needs.

Examples include but are not limited to:

• Marketing strategy review: Providing recommendations on your target market and what methods you can use to leverage and improve your marketing strategy based on your organization's budget and current marketing strategy.
• Segmentation and targeting: defining best-fit audience segments to market your products to.
• Marketing Mix strategy: Providing insight and recommending sustainable strategies related to the Marketing Mix (Product, Place, Price and Promotion).
• Social Media: An analysis of how to leverage social media channels to reach different customer groups
• Conduct external desk analysis (including customer, competitor, market and environment) as well as marketing mix performance.
• Developing an integrated online/offline communication strategy with pop-up stores, outdoor display ads, and app features recommendations.

Please, note that teams won't do any implementation, this is a top-line strategy report with recommendations and examples, but it won't provide any specific tactics or deliverables other than the plan. For example, students won't build websites, create content, schedule posts, search for SEO keywords, etc.

The Marketing Plan should outline the marketing strategy and tactics for your company, including all or some of the following sections:

• Background and Objectives
• Situation and Environmental Analysis
• Marketing desk research (including customer, competitor, market and environment)
• Segmentation, targeting, and differentiation (best-fit audience segments to market your products to).
• Marketing Mix strategy: Providing insight and recommendations of sustainable strategies related to the Marketing Mix (Product, Place, Price, and Promotion) based on the organization's budget and current marketing strategy. For example, Product/Service– differentiation from the competition, packaging, product categories recommendations. Price - pricing strategy, suggested selling price, price and quality relationship – perceived value. Place - channels of distribution, availability, cost. Promotion - advertising, online marketing, social media, sales promotions, PR, integrated online/offline communication.
• Budget
• Measures of success
• Conclusion