Abbreviated Marketing Plan

This assignment is an abbreviated marketing plan for you.  Your approach can be marketing yourself for some desired job/position or marketing your own products/services to potential clients.  Still, try to focus more on what you personally have to offer.  How can you develop your own brand and competitive advantage?  Either way, you will follow the basics of a marketing plan (from outline below).

In each section, address the critical points directly and succinctly, limiting the overall paper to about 4-6 double-spaced pages.  You can include illustrations if appropriate/helpful.  Organize the paper according to the outline below (and make sure you address each part), but write it as a business report (APA format, full sentences/paragraphs, sections with headings).  It is okay to write in first person (e.g., “I” and “my”) for this assignment (since it is about you!). Cover page, abstract and TOC not needed for this assignment. Cite sources if used (e.g., maybe on part I-c)

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Paper OutlineI.Situation Analysis

a.   Internal Environment (Exhibit 3.3)i.   State your job/career situation and strategic goals (related to getting the desired job/clients).ii.   What are your strengths (e.g., experience, skills, connections, etc.) and weaknesses in relation to achieving your goals?b.   Customer Environment (abbreviated from Exhibit 3.4)i.   Who are your potential “customers” (i.e., employers/clients who would be hiring you)? These would be your “target market.”ii.   What would they want from you?c.    External Environment (Exhibit 3.5)i.   Analyze potential competitors (people going for the same job/clients) and any industry trends that could affect your ability to meet your objectives.ii.   Discuss any sociocultural, economic, technological, political, and legal trends (positive or negative) that could affect your ability to reach your goals.(continued on next page)

II.Marketing Mix Strategies (discuss in relation to you as the product)

a. Product

i. Create a “positioning statement” for yourself that can be used as an elevator pitch (brief statement that summarizes how you want to be seen by potential employers/customers). The elevator pitch would be what you would tell a prospective employer/client about yourself if you had only about 30 seconds to create the desired image of yourself (and your “brand”).

b.   Promotion

ii What are the best ways to promote yourself throughout the process of being hired or getting a client (e.g., pre-interview, during interview, after interview, and other ways to promote yourself). Consider all types of ideas (online and offline).

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