Marketing Question

Project Intended Audience

The intended audience for this project includes industry investors, financial backers, or those who will fund the project. 

Assignment Intent

Document primary research results.

Analyze all research findings.

Identify and describe key findings.

Identify the target customer.

Present the strategy and corresponding initiatives.

Framework and Process

A. Primary Research

Document primary research, quantify it if appropriate, and summarize key findings and analysis.

Analyze primary and secondary research as one research set—identifying your key findings. Document your analysis and key findings.

Document the consumer profile and persona that you’re proposing to serve and upon which the strategy will be focused.

B. Marketing Strategy and Initiatives

Document your strategy statement.

A marketing strategy refers to a business’s overall game plan for reaching prospective consumers and turning them into customers of their products or services. A marketing strategy contains the company’s value proposition, key brand messaging, data on target customer demographics, and other high-level elements. Be sure your marketing strategy addresses the below questions:

How will your product delight customers?

What will make the product hard to copy?

How will your product generate margin?

A thorough marketing strategy covers “the four Ps” of marketing: product, price, place, and promotion.


A marketing initiative is how you will implement the marketing strategy.

A marketing initiative is essentially anything that is clearly defined as a marketing effort. It is basically anything specific in your marketing plan, what and how you will be implementing the market strategy.

A marketing initiative can be a theme.

A marketing initiative that simply changes the way you promote your company, or more specifically what about the company you are trying to promote. A shift in positioning is a good example.

Be sure to clearly show cause and effect. For example, “I am proposing initiative X because my research says Y.

Marketing Question

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