The success of a small business is based on its ability to communicate and meet the needs of its target market.

The success of a small business is based on its ability to communicate and meet the needs of its target market.

Marketing Portfolio Milestone – Module 2

Option 1 of the Portfolio Project is to create a promotional plan for a small business. This project will be submitted as an 8- to 12-page paper supported by the readings from the text, Modules 1 – 8, and at least four additional scholarly references of your choice. You can read the full description of this project in the Module 8 folder.

The success of a small business is based on its ability to communicate and meet the needs of its target market. One of the most important ways to do this is with a promotional plan. In the past, promotional plans were seen as short-term ways to boost revenues and market share. Current research has shown that promotion is a direct link to customer loyalty and retention. For this reason, small businesses should produce a promotional plan.

The objective of the promotional plan assignment is to gain experience applying a promotional strategy to help a firm gain competitive advantage. This assignment will help you apply and integrate all of the course objectives for MKG425.

For milestone Portfolio Option #1, you will write a paper that includes the following:

an introduction to your selected organization including the name of the business, the industry, and a brief description of its promotional needs;

the product or service you will promote; and

the type of the promotional activity plan you will utilize for the project.

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