Write an APA 7th ed. formatted paper, of 9 to 11 pages in length not counting the title page,
references list or appendix. The table of contents for the final CLA 2 assignment includes:
1. Brief introduction of project company/product/service,
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2. Situation analysis including macro-environmental scan, “PESTEL” and SWOT analysis
3. Competitive analysis
4. Product/service features, benefits, and brand identity
5. Marketing plan objectives described using SMART goals
6. Competitive analysis including differentiation, positioning, and target market profile
7. How the marketing mix (the 4 Ps or 7 Ps) will work together to reinforce the plan
objectives, and the marketing communication budget.
8. Integrated Marketing Communications plan (IMC) for your product/service. Media plan
for this section should clearly state the communication message and how you will relate
the message through your selection of specific modes of communication.
9. Marketing communications budget including total budget and allocations for each media
10. The Executive Summary of the marketing plan is (1/2 page) should be the first page of
the marketing plan
11. References page
Remember, you must have at least six (6) peer-reviewed sources plus the textbook
Textbook: Marshall, G., & Johnston, M (2019). Marketing management (3rd ed.). McGraw-Hill Higher Education