Developing the Key Components of a Marketing Plan

To receive credit, you must complete the competency assessment. PLEASE read the assessment rubric carefully to ensure that you have completed all competency criteria. If you wish to receive an A, you must carefully review the rubric and complete the required number of mastery criteria. PLEASE NOTE: If you receive a passing (B) grade on a competency assessment, you will not be allowed to resubmit your assessment to improve your grade.

This competency assessment (CA) assesses your level of performance on the specific Outcome(s) that are the focus of this module. The CA requires you to demonstrate your knowledge, understanding, and proficiency of the Outcome(s). Be sure to use the other activities in this module prior to attempting the CA. You can attempt the CA multiple times within the term; however, the CA must be completed successfully by the end of the term to earn credit. Refer to your Syllabus for additional information regarding the number of attempts permitted.

Be sure to review the Competency Assessment Rubric to understand the criteria on which you will be evaluated.

Instructors will provide feedback on the CA after each submission. If you expect to receive feedback, revise, and resubmit this CA near the end of the term, follow the guidelines and deadlines for submission in your Syllabus.

Please refer to your Syllabus for additional competency assessment requirements. You may contact your instructor if you have any questions.

The Marketing Plan

This competency assessment assesses the following Outcome(s):

MT450M1-1: Develop the key components of a marketing plan.

Introduction: You have likely heard the expression, “Failing to plan is planning to fail.” Nevertheless, many companies act without having a solid plan in place. Kotler et al. (2022) state that a marketing plan communicates the proposed course of action to relevant entities. Moreover, “to be effective, the marketing plan must be actionable, relevant, clear, and succinct. Once developed, the marketing plans must be updated to remain relevant” (Kotler et al., 2022, p. 49). 

Scenario: Choose one of the scenarios below for this assessment:

Scenario One: ZTRP Inc

Scenario Two: Sybil’s Artificial Flowers

Scenario Three: Adaptive Sports Equipment Global (ASEG) Corporation


In this assessment, you will complete a 12- to 15-slide Microsoft® PowerPoint® narrated presentation addressing the following items. 


Part 1:

  • Create a market-oriented mission statement using the five major characteristics suggested by Kotler et al. (2022).
  • Prepare a brief situational overview. 
  • Analyze the industry using Porter’s five forces model.
  • Apply the four additional forces from the readings as noted by Isabelle et al. (2020).  See the article in the reading area, “Is Porter’s five forces framework still relevant? A study of the capital/labour intensity continuum via mining and I.T. industries.” 
  • Create five strategic goals using the SMART acronym.
  • Determine the three characteristics of an SBU to the new product/product line. Discuss whether you characterize the portfolio as specialized or diverse.  

Part 2:

  • Determine the difference between strategy and tactics.
  • Prepare the target market using the 5Cs framework. Illustrate the 5Cs similar to Figure 2.2 in the text.  
  • Describe the 3V elements of the market value principle. Design the 3V market value principle similar to Figure 2.3 in the text.  
  • Design the seven tactics (7Ts) defining the marketing offers similar to Figures 2.4 and 2.5 in our text.  
  • Develop an implementation strategy by outlining a process for developing resources, the market offering, and deploying the offer to the target market.
  • Describe how you will demonstrate at least three key performance metrics against established goals. 
  • Prepare an executive summary. You may use this as the first slide of your presentation.  
  • Your minimum 12- to 15-slide PowerPoint presentation must include the following:
  1. A narration that expounds on the bulleted points on the slides. You must speak loudly enough to be heard, varying voice pitch and volume to ensure audience interest and attention. Be sure to pronounce words correctly and enunciate them clearly.
  2. A separate title and references slide.
  3. Each slide should have professionally written notes below each slide substantiated with research.
  4. Correct spelling, grammar, and punctuation.
  5. 4–6 bulleted items per slide that are explained in the narration.
  6. Use of a sans serif font like Ariel or Calibri in 24-point font.
  7. Your submission must use the current APA format and citation style for in-text citations or quotes, and references with no errors. (See the Academic Success Center.)

Submit your presentation to the Competency Assessment Dropbox.

Minimum Submission Requirements

  • Proper notification of any resubmission, repurposing, or reworking of prior work per the Purdue Global Student Coursework Resubmission, Repurposing, and Reworking Policy Resource.
  • Address all the checklist items.
  • The submission must be written in Standard English and demonstrate exceptional content, organization, style, and grammar and mechanics.
  • The writing should be well ordered, logical, and unified, as well as original and insightful.

If the work submitted for this competency assessment does not meet the minimum submission requirements, it will be returned for revision. If the work submitted does not meet the minimum submission requirements by the end of the term, you will receive a failing score.


Plagiarism is an act of academic dishonesty. It violates the University’s Code of Student Conduct, and the offense is subject to disciplinary action. You are expected to be the sole author of your work. Use of another person’s work or ideas must be accompanied by specific citations and references. Whether the action is intentional or not, it still constitutes plagiarism.

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