Module 5 - SLP Pricing & Marketing Plan Implementation Here is the brief overview of this cumulative Session Long Project (SLP). In this research project, you would work as a marketing consultant to develop a feasible marketing plan for your client. You would conduct both secondary research in SLP1 and SLP2, and primary research in SLP3 to glean the necessary information for your marketing plan in SLP4 and SLP5. When conducting primary research in SLP3, collect only qualitative data (i.e., personal in-depth interviews with at least three target customers) for this study. It is important to conduct quality market research on your focal product/company in order to develop realistic and workable marketing plans. Generally speaking, there are two types of research. One is secondary research, which refers to data collection using existing sources, and the other is primary research, which is your own data collection for the specific study at hand. The purpose of market research is to collect usable information to make more informed decisions on the business problem, thus increasing the chance of business success in the marketplace. Please check the outline of the marketing plan , which provides information on: The final format for this cumulative session long project; A list of topics for the whole project; The continuity and connections among SLPs 1-5. In this module SLP5, first develop action plans based on the marketing strategies developed in SLP4 and then evaluate marketing budget for the plans. This is the final step of this cumulative research project. Be sure to incorporate all the work for this Session Long Project (SLPs 1-5) into a complete marketing plan following the marketing plan outline provided above. Marketing Implementation: Action Plans and Marketing Mix The action plans and marketing mix are related. That is, the action plans contain a complete description of a marketing program, including its goals and objectives (as previously outlined in the section on Goals and Objectives) , marketing mix activities, program evaluation mechanisms and measurements, budget and timing considerations, and quantitative assessments. (A complete description of these final dimensions follows. Follow the format below for action plan outlines.) Before you begin working on the action plans, consider the total budget amount for your charge. Make a realistic budget estimate for your marketing plan based on the financial situation of the company and its past spending on marketing. State for each action plan: The goal(s) and objective(s) for the action plan. The target market at which this action plan is aimed. The marketing mix activities needed to implement the action plan. Product strategy and programs require consideration of things such as brand name, product features/benefits, differentiation from competition, relationship to delivering value, logo, package design/labeling, complementary products/services, elements of customer service strategy, an.