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Instructor’s Manual for Principles of Marketing
01/12/23 1
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Instructor’s Manual for Principles of Marketing
Instructor Manual—Semester-Long Project
Project-based learning (PBL) is a powerful teaching method with extensive benefits for
students, ranging from critical thinking to project management to self-confidence. Research has
demonstrated that PBL is linked to significant improvement in student test scores, attendance,
and classroom engagement. Additionally, PBL affords instructors the opportunity to build
stronger relationships with students by acting as their “hands-on” learning facilitator. Perhaps
most importantly, the same skills acquired by students through PBL are also many of the skills
sought by employers.
The Principles of Marketing textbook includes the following semester-long project:
• Development of a marketing plan using the Marketing Plan Template
This instructor’s guide will walk you through the steps needed to implement this semester-long
activity into your classroom.
Marketing Plan
During this course, students will develop a marketing plan using the Marketing Plan Template.
The purpose of this project is to familiarize students with the sections of a marketing plan and
allow them to receive ongoing feedback from the instructor on their progress. Although the
final project (the completed marketing plan) is intended to be due at the end of the semester,
the project is segmented into several individual assignments that correspond to the chapter
topics in the textbook, as follows:
• Chapter 1: Marketing and Customer Value—Students will become familiar with the
Marketing Plan Template and complete the Company Profile Information section of the
template.
• Chapter 2: Strategic Planning in Marketing—Students will complete the following
sections of the Marketing Plan Template:
• Executive Summary
• Mission Statement
• SWOT Analysis
• Marketing Goals and Objectives
• Chapter 5: Market Segmentation, Targeting, and Positioning—Students will complete
the following sections of the Marketing Plan Template:
• Market Segmentation
• Target Market
• Buyer Personas
• Positioning
01/12/23 2
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Instructor’s Manual for Principles of Marketing
• Chapter 6: Marketing Research and Market Intelligence—Students will complete the
following section of the Marketing Plan Template:
• Current Market Situation/Situation Analysis
• Chapter 9: Products: Consumer Offerings—Students will complete the following section
of the Marketing Plan Template:
• Marketing Strategy: Product
• Chapter 12: Pricing Products and Services—Students will complete the following section
of the Marketing Plan Template:
• Marketing Strategy: Pricing
• Chapter 13: Integrated Marketing Communications—Students will complete the
following section of the Marketing Plan Template:
• Marketing Strategy: Promotion
• Chapter 17: Distribution: Delivering Customer Value—Students will complete the
following section of the Marketing Plan Template:
• Marketing Strategy: Distribution
• Chapter 18: Retailing and Wholesaling—Students will complete the following sections of
the Marketing Plan Template:
• Budgeting
• Action Programs
• Controls to Monitor Progress
Chapter-by-Chapter Instructor Guide
Chapter 1 Assignment
Section I of the Marketing Plan Template (due at the end of Chapter 1) requires students to
complete the following information:
• Company name
• Industry code from North American Industry Classification System (NAICS)
• Headquarters (city/state/country)
• Year founded
• Number of employees
• Annual revenue
• Link to company website
01/12/23 3
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Instructor’s Manual for Principles of Marketing
• Link to Yahoo! Finance information page (for publicly held companies)
Because Section I of the Marketing Plan Template in effect “sets the stage” for the remainder of
the marketing plan, be prepared to offer constructive feedback to students upon submission,
particularly in terms of the company selected. Students are cautioned NOT to pick a company
that serves numerous diverse markets (such as GE or Procter & Gamble) but rather to select a
smaller company or a product line or brand of a large company. Be prepared to offer guidance
to students because they should be able to find sufficient online information about the
company in order to complete the remaining sections of the marketing plan.
Chapter 2 Assignment
Chapter 2 of the textbook covers strategic planning in marketing. This portion of the Marketing
Plan Template project (due at the end of Chapter 2) asks students to complete the following
sections of the marketing plan for their chosen company:
• Section II: Executive Summary
• Section III: Mission Statement (This can be a copy-and-paste task if the company is
public and the mission statement is available online.)
• Section IV: SWOT Analysis
• Section V: Marketing Goals and Objectives
Each of these elements is covered in detail in Section 2.3 of the textbook, and students are
provided with more detail on these elements in the Marketing Plan Template.
Please note that students should be adding these elements to the Marketing Plan Template
that they completed in connection with the Chapter 1 assignment. Each subsequent section of
the marketing plan will also be added to that assignment so that, at the end of the semester,
students have a complete marketing plan in hand.
It is likely that students will need to do some outside research with respect to their chosen
company. Please remind students that any outside sources used must be appropriately cited.
The Purdue Online Writing Lab (OWL) provides numerous examples of citation conventions.
Chapter 5 Assignment
Chapter 5 of the textbook covers market segmentation, targeting, and positioning. This portion
of the Marketing Plan Template project (due at the end of Chapter 5) asks students to complete
the following sections of the marketing plan for their chosen company:
• Section VI: Market Segmentation—covered in Section 5.1
• Section VII: Target Market—covered in Section 5.5
• Section VIII: Buyer Personas—covered in Section 5.5
• Section IX: Positioning—covered in Section 5.6
Please note once again that students will be adding these elements to the Marketing Plan
Template that they completed in connection with the Chapter 1 assignment and expanded
upon in the Chapter 2 assignment.
01/12/23 4
OpenStax Studies | OpenStax Textbooks & Study Resources OpenStax Studies | OpenStax Textbooks & Study Resources
OpenStax INSTRUCTOR
Resources MANUAL
Studies | OpenStax Textbooks & Study
OpenStax
Resources
Studies | OpenStax Textbooks & Study Resources
Instructor’s Manual for Principles of Marketing
01/12/23 1
OpenStax Studies | OpenStax Textbooks & Study Resources OpenStax Studies | OpenStax Textbooks & Study Resources
,OpenStax Studies | OpenStax Textbooks & Study
OpenStax
Resources
Studies | OpenStax Textbooks & Study
OpenStax
Resources
Studies | OpenStax Textbooks & Study Resources
Instructor’s Manual for Principles of Marketing
Instructor Manual—Semester-Long Project
Project-based learning (PBL) is a powerful teaching method with extensive benefits for
students, ranging from critical thinking to project management to self-confidence. Research has
demonstrated that PBL is linked to significant improvement in student test scores, attendance,
and classroom engagement. Additionally, PBL affords instructors the opportunity to build
stronger relationships with students by acting as their “hands-on” learning facilitator. Perhaps
most importantly, the same skills acquired by students through PBL are also many of the skills
sought by employers.
The Principles of Marketing textbook includes the following semester-long project:
• Development of a marketing plan using the Marketing Plan Template
This instructor’s guide will walk you through the steps needed to implement this semester-long
activity into your classroom.
Marketing Plan
During this course, students will develop a marketing plan using the Marketing Plan Template.
The purpose of this project is to familiarize students with the sections of a marketing plan and
allow them to receive ongoing feedback from the instructor on their progress. Although the
final project (the completed marketing plan) is intended to be due at the end of the semester,
the project is segmented into several individual assignments that correspond to the chapter
topics in the textbook, as follows:
• Chapter 1: Marketing and Customer Value—Students will become familiar with the
Marketing Plan Template and complete the Company Profile Information section of the
template.
• Chapter 2: Strategic Planning in Marketing—Students will complete the following
sections of the Marketing Plan Template:
• Executive Summary
• Mission Statement
• SWOT Analysis
• Marketing Goals and Objectives
• Chapter 5: Market Segmentation, Targeting, and Positioning—Students will complete
the following sections of the Marketing Plan Template:
• Market Segmentation
• Target Market
• Buyer Personas
• Positioning
01/12/23 2
OpenStax Studies | OpenStax Textbooks & Study Resources OpenStax Studies | OpenStax Textbooks & Study Resources
,OpenStax Studies | OpenStax Textbooks & Study
OpenStax
Resources
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OpenStax
Resources
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Instructor’s Manual for Principles of Marketing
• Chapter 6: Marketing Research and Market Intelligence—Students will complete the
following section of the Marketing Plan Template:
• Current Market Situation/Situation Analysis
• Chapter 9: Products: Consumer Offerings—Students will complete the following section
of the Marketing Plan Template:
• Marketing Strategy: Product
• Chapter 12: Pricing Products and Services—Students will complete the following section
of the Marketing Plan Template:
• Marketing Strategy: Pricing
• Chapter 13: Integrated Marketing Communications—Students will complete the
following section of the Marketing Plan Template:
• Marketing Strategy: Promotion
• Chapter 17: Distribution: Delivering Customer Value—Students will complete the
following section of the Marketing Plan Template:
• Marketing Strategy: Distribution
• Chapter 18: Retailing and Wholesaling—Students will complete the following sections of
the Marketing Plan Template:
• Budgeting
• Action Programs
• Controls to Monitor Progress
Chapter-by-Chapter Instructor Guide
Chapter 1 Assignment
Section I of the Marketing Plan Template (due at the end of Chapter 1) requires students to
complete the following information:
• Company name
• Industry code from North American Industry Classification System (NAICS)
• Headquarters (city/state/country)
• Year founded
• Number of employees
• Annual revenue
• Link to company website
01/12/23 3
OpenStax Studies | OpenStax Textbooks & Study Resources OpenStax Studies | OpenStax Textbooks & Study Resources
, OpenStax Studies | OpenStax Textbooks & Study
OpenStax
Resources
Studies | OpenStax Textbooks & Study
OpenStax
Resources
Studies | OpenStax Textbooks & Study Resources
Instructor’s Manual for Principles of Marketing
• Link to Yahoo! Finance information page (for publicly held companies)
Because Section I of the Marketing Plan Template in effect “sets the stage” for the remainder of
the marketing plan, be prepared to offer constructive feedback to students upon submission,
particularly in terms of the company selected. Students are cautioned NOT to pick a company
that serves numerous diverse markets (such as GE or Procter & Gamble) but rather to select a
smaller company or a product line or brand of a large company. Be prepared to offer guidance
to students because they should be able to find sufficient online information about the
company in order to complete the remaining sections of the marketing plan.
Chapter 2 Assignment
Chapter 2 of the textbook covers strategic planning in marketing. This portion of the Marketing
Plan Template project (due at the end of Chapter 2) asks students to complete the following
sections of the marketing plan for their chosen company:
• Section II: Executive Summary
• Section III: Mission Statement (This can be a copy-and-paste task if the company is
public and the mission statement is available online.)
• Section IV: SWOT Analysis
• Section V: Marketing Goals and Objectives
Each of these elements is covered in detail in Section 2.3 of the textbook, and students are
provided with more detail on these elements in the Marketing Plan Template.
Please note that students should be adding these elements to the Marketing Plan Template
that they completed in connection with the Chapter 1 assignment. Each subsequent section of
the marketing plan will also be added to that assignment so that, at the end of the semester,
students have a complete marketing plan in hand.
It is likely that students will need to do some outside research with respect to their chosen
company. Please remind students that any outside sources used must be appropriately cited.
The Purdue Online Writing Lab (OWL) provides numerous examples of citation conventions.
Chapter 5 Assignment
Chapter 5 of the textbook covers market segmentation, targeting, and positioning. This portion
of the Marketing Plan Template project (due at the end of Chapter 5) asks students to complete
the following sections of the marketing plan for their chosen company:
• Section VI: Market Segmentation—covered in Section 5.1
• Section VII: Target Market—covered in Section 5.5
• Section VIII: Buyer Personas—covered in Section 5.5
• Section IX: Positioning—covered in Section 5.6
Please note once again that students will be adding these elements to the Marketing Plan
Template that they completed in connection with the Chapter 1 assignment and expanded
upon in the Chapter 2 assignment.
01/12/23 4
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