Course Name: Marketing Management

Guideline of the Project

Choose an innovative product or service for any company in United Arab Emirates (UAE), which could cater for a need in the UAE market. The product or service should be promoted using digital channels.

Important note: regarding to the choice of innovative product or service. The product has already been chosen as shown below:

Product	Description	Target Market	Company
Digital Nanny	A product that detects movements of the baby and prompts parents to act on needed interventions	Parents with very young children	Motorola

 

Your plan should cover the following

• Outline the product/service (briefly) and identify the target market segment you are aiming at. Explain how you have segmented the market for this product and what products you are competing with.
• Current Marketing situation with background data on the market, product, competition, and distribution.
• Opportunity and threat analysis through a brief SWOT analysis.
• Objectives with goals for sales volume, market share and profit ( these should be realistic but may have to be somewhat hypothetical because lack of time and market research to provide better ones)
• Marketing strategy with details of the 4Ps with justifications for them based on the above.
• Briefly discuss about the Integrated  digital Marketing Communication to become more competitive

Sample outline of a Marketing plan

• Introduction
• Product features
• Current marketing situation
• Threats and opportunities
• Mission
• Marketing Objective and Goals
• Segmentation and Target Market
• Product and Price strategies
• Promotional strategies with a focus on Digital promotional tools
• Conclusion

NOTES ON WRITTEN SUBMISSIONS

1. All written submissions should be typed, DOUBLE-SPACED, on one side only of A4 (210mmX297mm) white paper. Allow a minimum of 2.5 cm (1”) on left, right, top and bottom margins. Hand written submissions, or submissions typed on colored paper will not be accepted. Inferior quality dot-matrix printers and faded, overused printer ribbons should be avoided.

 

2. Assignment should have a separate cover page that should state the title of the project, the name of the student, and the name of the faculty. There should also be a separate page for table of contents. Copy of the assignment submitted should be retained by the student.

 

3. Pages should be numbered, and the entire document should be securely stapled in the top left corner. Assignments will not be accepted with each page enclosed in a clear plastic envelope.