My product is the Toyota Sienna!! Part 2:  Marketing strategy, budgets, and controls (20 percent of final grade) Should include: C.  Objectives and Issues 1.  Statement of marketing objective(s) (for first year only) 2.  Issues that may hinder marketing objectives D.  Marketing Strategy Recommendations 1.  Positioning strategy 2.  Product/Branding strategy 3.  Pricing strategy 4.  Distribution strategy 5.  Marketing Communications objectives 6.  Marketing Research  E.  Action Programs 1.  IMC 2.  Message design, content, and structure 3.  Media choices 4.  Promotion mix tools F.  Budgets 1.  Objective/task method G.  Controls 1.  Metrics needed to monitor marketing plan progress Finished product : Put it all together by incorporating changes to Part 1 as suggested by your faculty member’s feedback, and then add your title slide, an index slide, an executive summary slide, endnotes, and a bibliography. Marketing Plan Term Project Submission Requirements for Parts 1 and 2 Length . Minimally , you should have at least one slide per topic, plus your title page and source page(s). General length guidelines are: All information should be contained on the slide itself. Do not use the ‘notes’ section of the slide. Reference numbers . Include the reference numbers noted in the outline for both Part 1 and Part 2 on your slides (e.g., A.1.a; A.1.b; A.1.c, and so forth).   Professionalism . Be sure to refer to the PowerPoint Presentation Tips under Course Content, Marketing Toolbox, to ensure that you submit a professional product. This will be part of your grade for both Part 1 and Part 2. Citations and Bibliography . Use an acceptable style guide (e.g., APA or MLA) for citations. See UMUC’s library website for useful citation tools. Submit for grading . Save your PowerPoint presentation file as a .ppp file and upload it to your Assignment Drop Box by the due date specified in the course schedule. Detailed Grading Criteria for Marketing Plan Term Project, Part 2 C.  Objectives and Issues (5 points maximum) 1.  Statement of marketing objective(s) (for first year only) 2.  Issues that may hinder marketing objectives Points Awarded Assessment Criteria 5 Student demonstrates superior performance in stating a marketing objective based on an analysis of current marketing situation. Marketing objectives and issues directly link to the situation analysis and are appropriate for the product/market situation. Clearly demonstrates the link between the current marketing situation and the establishment of new marketing objectives to move the product/service forward. Realistic issues in achieving the marketing objective are noted. Student demonstrates superior critical-thinking skills. 4 Student demonstrates good understanding in stating a marketing objective based on an analysis of the current marketing situation. Marketing objective may be a little general based on the current situation analysis, but on-track. Issues generally support the product/market situation.

1. My product is the Toyota Sienna!!
Part 2:
Marketing strategy, budgets, and controls (20 percent of final
grade)
Should include:
C. Objectives and Issues
1. Statement of marketing objective(s) (for first year only)
2. Issues that may hinder marketing objectives
D. Marketing Strategy Recommendations
1. Positioning strategy
2. Product/Branding strategy
3. Pricing strategy
4. Distribution strategy
5. Marketing Communications objectives
6. Marketing Research
E. Action Programs
1. IMC
2. Message design, content, and structure
3. Media choices
4. Promotion mix tools
F. Budgets
1. Objective/task method
G. Controls
1. Metrics needed to monitor marketing plan progress
Finished product
: Put it all together by incorporating changes to Part 1 as
suggested by your faculty member’s feedback, and then add
your title slide, an index slide, an executive summary slide,
endnotes, and a bibliography.
Marketing Plan Term Project Submission Requirements for
Parts 1 and 2
Length
.
Minimally

2. , you should have at least one slide per topic, plus your title
page and source page(s). General length guidelines are:
All information should be contained on the slide itself. Do not
use the ‘notes’ section of the slide.
Reference numbers
. Include the reference numbers noted in the outline for both
Part 1 and Part 2 on your slides (e.g., A.1.a; A.1.b; A.1.c, and
so forth).
Professionalism
. Be sure to refer to the PowerPoint Presentation Tips under
Course Content, Marketing Toolbox, to ensure that you submit a
professional product. This will be part of your grade for both
Part 1 and Part 2.
Citations and Bibliography
. Use an acceptable style guide (e.g., APA or MLA) for
citations. See UMUC’s library website for useful citation tools.
Submit for grading
. Save your PowerPoint presentation file as a .ppp file and
upload it to your Assignment Drop Box by the due date
specified in the course schedule.
Detailed Grading Criteria for Marketing Plan Term Project, Part
2
C. Objectives and Issues (5 points maximum)
1. Statement of marketing objective(s) (for first year only)
2. Issues that may hinder marketing objectives
Points Awarded
Assessment Criteria
5
Student demonstrates superior performance in stating a
marketing objective based on an analysis of current marketing
situation. Marketing objectives and issues directly link to the
situation analysis and are appropriate for the product/market
situation. Clearly demonstrates the link between the current
marketing situation and the establishment of new marketing
objectives to move the product/service forward. Realistic issues
in achieving the marketing objective are noted. Student

3. demonstrates superior critical-thinking skills.
4
Student demonstrates good understanding in stating a marketing
objective based on an analysis of the current marketing
situation. Marketing objective may be a little general based on
the current situation analysis, but on-track. Issues generally
support the product/market situation. Student demonstrates
some critical-thinking skills.
3
Marketing objectives listed but are very general and not
necessarily based on the current situation analysis. Student does
not demonstrate a high level of critical thinking.
0–2
Marketing objectives are off-track, do not reflect a marketing
objective. Student fails to discuss any issues; does not appear to
understand the link between the current situation analysis and
the development of new marketing objectives.
D. Marketing Strategy Recommendations (60 points total)
Positioning strategy (10 points)
Product and branding strategy (10 points)
Pricing strategy (10 points)
Distribution strategy (10 points)
Marketing communications strategy (10 points)
Marketing research (10 points)
The following grading criteria will be applied to each of the six
sections in part D, listed above.
Points Awarded
Assessment criteria
9–10
Demonstrates superior understanding and application of the
marketing concept to the product/service scenario.
8
Demonstrates good understanding and application of the
marketing concept to the product/service scenario.
7
Demonstrates average understanding and application of the

4. marketing concept to the product/service scenario.
6
Demonstrates poor understanding and application of the
marketing concept to the product/service scenario.
0–5
Does not demonstrate an understanding and application of the
concepts to the product/service scenario.
E. Action Programs (5 points maximum)
IMC
Message design, content, and structure
Media choices
Promotion-mix tools
Points Awarded
Assessment Criteria
5
Demonstrates superior understanding of how IMC can be used
to support the marketing objectives of the product/service
scenario and recommended marketing strategies. Applies the
AIDA model to illustrate how the promotion tools would mix.
Recommends message, media, and promotion-mix tools that are
appropriate for the recommended marketing strategies.
4
Demonstrates good understanding of IMC to support marketing
objectives of the product/service scenario; may be weak in
showing connection between recommended marketing strategies
and a promotion mix. May not apply the AIDA model.
Recommends message, media, and promotion-mix tools that
may be a little too general or off-track for the recommended
marketing strategies.
3
Demonstrates an average understanding of IMC to support
marketing objectives. Student does not devote much time to this
section, not clearly illustrating the relationship between
marketing strategy and IMC.
0–2
Does not demonstrate an understanding of IMC or its tools as

5. they can apply to the product/service scenario.
F. Budgets (objective-and-task method) (5 points maximum)
Points Awarded
Assessment Criteria
5
Student provides a thorough discussion of how the objective-
and-task method can be used to execute promotion strategy.
Details such as media rates are not required.
4
Student briefly but accurately discusses how the objective-and-
task method can be used to execute an IMC plan. Details not
required.
3
Student describes the objective-and-task method but does not
demonstrate how it is applicable to the promotion strategy.
0–2
Student does not demonstrate an understanding of the objective-
and-task method.
G. Controls (metrics needed to monitor marketing-plan
progress) (5 points maximum)
Points Awarded
Assessment Criteria
5
Student outlines at least three marketing metrics that can be
used to monitor the marketing plan.
4
Student outlines two marketing metrics that can be used to
monitor the marketing plan.
3
Student outlines one marketing metric that can be used to
monitor the marketing plan.
0–2
Student does not provide any marketing metrics to support
marketing plan, or the metrics provided are off-track.
Overall presentation/executive
summary/style/professionalism/adherence to requirements (20

6. points maximum)
Points Awarded
Assessment Criteria
18–20
Student submits a professional PowerPoint presentation that is
easy to read and follow, incorporates faculty’s comments on
Part 1 and subsequent recommendations, properly cites
references, and provides bibliography prepared using a college-
level writing guide. Presentation is free of typographical or
grammatical errors.
16–17
Student submits a professional PowerPoint presentation that is
easy to read the follow but may not incorporate faculty
comments from Part 1. Some disjoint between Part 1 and Part 2
in that student did not draw from analysis of current situation to
develop new marketing strategies.
14–15
Student submits an adequate PowerPoint presentation but lacks
sufficient depth of critical thinking, as evidenced by failure to
link current marketing situation to development of new
marketing strategies. Presentation may have some typographical
and grammatical errors, may not demonstrate use of a college-
level style guide for citations, and may be missing executive
summary.
12–13
Student submits a poorly done PowerPoint presentation that
contains numerous typographical and grammatical errors; does
not site sources appropriately; does not incorporate faculty
input from Part 1.
0–11
Student does not produce a unified, cohesive PowerPoint
presentation as required. Presentation contains significant
grammatical and typographical errors, lacks citations, does not
indicate use of a college-level style guide, does not comply with
submission requirement
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