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INTEGRATED STRATEGIC MARKETING PLAN (ISMP) ASSIGNMENT

To further apply marketing concepts and enhance problem-solving skills,each ofyou will be asked to develop an Integrated Strategic Marketing Plan (ISMP)on the organization and/or the product or service of your choice.One of the first assignments in Session 1,The ISMP Primer,which is posted in the Syllabus and Resources folder in Brightspace,was developed as a guide in developing the comprehensive marketing plan.

Please complete the ISMP survey posted in Brightspace by the beginning of the second class on Wednesday, September 3rd. It will include the following:

1. Your name

2. Selected organization

3. Describe the topic-organization in its entirety or a new or existing product or service within the firm

I will be happy to discuss any questions you might have before and during the development of the ISMP to provide guidance or address any issues you might have regarding your topic and the material required to complete the project.

Organizations that have readily available financials are preferable and will make the data collection and analysis process a bit easier,less time-consuming and the outcomes more relevant and meaningful.The ISMP should cover at  least a 12-month period and address all marketing activities for the year 2026 if the product or service is currently on   the market.If the Plan is developed for a new product or service,the period should be extended through the year until break-even is achieved.

The ISMP can be developed in a Word document or an annotated PowerPoint file,which includes notes pages that are uploaded in Brightspace for grading purposes.ISMP's should include footnotes at the bottom of each page in sequential order. It should cover at least a 12-month period and address all marketing activities for the year 2026.If the ISMP is developed for a new product or service,the period should be extended through the year in which break-  even is achieved.

There are two parts of this ISMP assignment. The ISMP-Part 1 covers the first three sections of the Plan. (See  pages  12-13 for ISMP Framework.) Please include a Table of Contents in the document.The second assignment or Final ISMP should include the Executive Summary, rewrites of Sections 2 and 3 based on feedback from Part 1, and Section4-Recommendations. Please note that for Part 1 the first section of the paper is to be a Description of the ISMP topic whereas in Part 2 the first section of the paper will be the Executive  Summary.

The second assignment or Final ISMP is the final and complete ISMP paper, edited to reflect the comments made on the first submission and the learning subsequent to the first assignment. For those of you who would like to discuss the feedback from the initial papers prior to completion of the final ISMP, I am happy to set up some time to do so.

All are encouraged to take advantage of the wealth of electronic resources we have available through the Gaughan & Tiberti Library.If you have any questions or difficulty in gaining access to these resources,please contact Christy Kane,our head librarian, at [email protected] or one of our other librarians listed on the Electronics Resource Guide in Brightspace.

The following criteria will be utilized to grade the ISMP-Part 1 assignment:

1. Description of the Topic

2. Industry/Market Analysis

3. Competitive Analysis

4. Value Chain Analysis

5. Customer Analysis

6. Company Analysis

7. Expanded SWOT Analysis

The ISMP-Part 1 assignment is to be submitted no later than the beginning of Session 8 at 6:30 p.m.on Wednesday,October 15ᵗin the Assignments folder in Brightspace.

The following criteria will be utilized to grade the Final ISMP assignment:

1. Executive Summary (Replaces Description of the Topic)

2. Situation Analysis

3. Recommended Target Markets