MKT 345 Milestone One Guidelines and Rubric (Market Research and Segmentation)
Overview: For this first milestone, due in Module Three, you will prepare a PowerPoint presentation (minimum of 7 slides) summarizing the research on segmentation strategies you have so far considered to market the consumer product you are proposing for your final project. Prompt: First, review your work in Modules One and Two, as well as your posts and response posts in the Module Three discussion. Prepare at least three slides summarizing your market research so far:
What consumer segment does your selected company serve in, and why are you pursuing it?
What are two to three resources you might use to obtain information on consumer behavior? Provide a rationale regarding why you selected each one.
What secondary research will you use to analyze the characteristics of the chosen segment? Prepare at least four slides summarizing the market segmentation you have so far considered:
Which marketing approach will you use for your segment? Why do you believe it will be effective?
What are the key points about the approach used to segment your selected market? What is it based upon?
What is your selected consumer segment? Why do you believe it is a good fit?
What are the research needs for each segment? Using the speaker notes, provide any additional details of importance regarding the bullet points you addressed on each slide to further explain the information. Specifically, the following critical elements must be addressed:
I. Market Research A. Select a consumer segment that your company serves, and describe why this segment is worth pursuing. B. Identify and qualify research sources that can be used in obtaining information on consumer behavior. C. Analyze the characteristics of the chosen consumer segment using secondary research.
This section is where you will apply the information gained from your market research to your identified market segment. A. Determine appropriate marketing approaches for your market segment, and explain why these approaches would be effective. B. Evaluate the approach you used in order to segment the market. C. Describe the consumer segment you have selected. Explain why they are a good fit for the product. D. Determine the research needs for this segment, and provide rationale for each need.
One of the following tutorials may be of use to you in preparing your presentation: PowerPoint Tutorials (Atomic Learning) (log in using your SNHU credentials) and PowerPoint 2013 Videos and Tutorials. Instructor feedback on this milestone should be incorporated into your next milestones and into the final project.
Rubric Guidelines for Submission: Milestone One should be a 7-slide minimum PowerPoint presentation with audio or speaker notes included. Citations should be provided in APA format as needed. Please note that the grading rubric for this milestone submission is not identical to that of the final project. The Final Project Rubric will include an additional “Exemplary” category that provides guidance for how you can go above and beyond “Proficient” in your final submission.
Critical Elements Proficient (100%) Needs Improvement (75%) Not Evident (0%) Value
Market Research: Consumer Segment
Selects a consumer segment the company serves and describes why the segment is worth pursuing
Selects a consumer segment the company serves, but does not describe why the segment is worth pursuing or the description is cursory or contains issues regarding accuracy
Does not identify consumer segment
Market Research: Sources
Identifies research sources that can be used in obtaining information on consumer behavior
Identifies research sources, but sources cannot be used to obtain information on consumer behavior
Does not identify research sources 13
Market Research: Secondary Research
Analyzes the characteristics of the chosen consumer segment using secondary research sources
Analyzes the characteristics of the chosen consumer segment, but does not use secondary research or analysis contains flaws
Does not analyze the consumer segment
Determines available approaches for the market segment, and explains why approaches would be effective
Determines available approaches for the market segment, but does not explain why approaches would be effective or contains issues regarding the appropriateness of choices
Does not determine available approaches
Evaluates the approach you used in order to segment the market
Describes the approach you used to segment the market, but description is not cogent
Does not describe segmentation approaches
Segmentation: Consumer Segment
Describes the consumer segment selected, and explains why they are a good fit for the product
Describes consumer segment, but does not explain why they are a good fit for the product or explanation has issues regarding cogency or accuracy
Does not describe the consumer segment and product
Determines the research needs for the specific segment, and provides rationale for each need
Determines the research needs for the specific segment, but does not provide rationale for each need or rationale is not cogent
Does not identify research needs 13
Articulation of Response
Submission has no major errors related to citations, grammar, spelling, syntax, or organization
Submission has major errors related to citations, grammar, spelling, syntax, or organization that negatively impact readability and articulation of main ideas
Submission has critical errors related to citations, grammar, spelling, syntax, or organization that prevent understanding of ideas