Assignment: Business Plan Breakdown 2—The Marketing Plan

Module Readings

Complete the following readings early in the module:

  • Module overview
  • From your course textbook, Entrepreneurship: Starting and operating a small business, read the following chapters:     

    Exploring Your Market
    Developing the Right Marketing Mix and Plan/li>
    Smart Selling and Effective Customer Service

  • From the Argosy University online library resources, read the following articles:     

    Buttell, A. E. (2009). 4 steps to an effective marketing plan. Journal of Financial Planning, Practice Management Solutions, 6–8. (ProQuest Document ID: 217552626) Retrieved from
    McCarty, K., & Stires, K.T. (2011). Message in a bottle. Baylor Business Review, 30(1), 32–35. (ProQuest Document ID: 898970730) Retrieved from
    Schulaka, C. (2011). Marketing’s magic bullet? Keep it simple and consistent. Journal of Financial Planning, 24(3), 30–33. (ProQuest Document ID: 857741360)
    Retrieved from


In this Module, you’ll discuss the marketing mix. Having the right products and services, with the right price strategy, offered at the right place, with a consistent and well-planned promotion, can definitely help entrepreneurs.

In this module’s assignments, you will develop the second part of the business plan and submit it. For the second part of the business plan, you need to perform market research, defining how the marketing plan targets the market segment businesses, and provide a positioning statement for your venture. You will also submit a strategy and an implementation summary encompassing products or services, competitive edge, marketing strategy, and sales strategy.

Module Overview:

This Module focuses on the marketing issues that entrepreneurs face and the development of a marketing plan.

In this module, you will study how entrepreneurs can understand their potential customers. With the information collected on customer profiles and needs, firms can define and select their target markets and how they establish a position in the chosen market. You will also discuss the marketing mix, which comprises the 4 Ps (product, price, place, and promotion) of marketing, as it relates to young entrepreneurial firms, the sales process, and customer satisfaction.

Assignment: Business Plan Breakdown 2—The Marketing Plan


This is the second milestone of your business plan—the marketing plan. 


Research the market of your chosen project. Based upon your research and what you have learned in the program Master of Science in Organizational Leadership [MS_OL], generate a 4- to 5-page marketing plan for your chosen project. In your marketing plan, you should address the following points:

  • Explain how the marketing plan targets the market segment.
  • Provide a positioning statement for your project.
  • Define the products and services you will offer.
  • Develop and detail a pricing strategy you will use.
  • Describe the promotion plan you will implement.
  • Identify the target locations with an assessment of their viability.

 Submission Details: 


By Monday January 7, 2019, submit it to the Submissions Area.

This assignment is worth 100 points and will be graded according to the following rubric.

Assignment: Business Plan Breakdown 2—The Marketing Plan

Grading Criteria & Maximum Points

Explain how the marketing plan targets the market segment. 16pts.

Provide a positioning statement for your venture. 16pts.

Define the products or services to be offered. 12pts.

Develop and detail a pricing strategy to be used. 16pts.

Describe the promotion plan to be implemented. 16pts.

Define locations that will become targets, with an assessment of their viability 12pts.

Write in a clear, concise, and organized manner; demonstrate ethical scholarship in accurate representation and attribution of sources; display accurate spelling, grammar, and punctuation. 12pts.

Total: 100pts.

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